877.799.9994   330.666.5164

B2B SEO Tips for Content Marketing

Any content marketing piece that is posted online should be optimized with a couple of your best search terms.

First of all, if you’re creating and posting new content anywhere online about your corporate website, let me extend to you an earnest, well-deserved congratulations on your content marketing efforts.

Whether you’re posting on sites like LinkedIn and YouTube or adding new content like case studies, news releases and blogs to your own website, every bit of content marketing will help your B2B SEO. We’ve found that our clients who regularly add content see the most improvements in their search engine rankings.

But …

You’re leaving a lot on the table if you’re not implementing basic B2B SEO tactics with each new piece of content to perform well on the search engines.

Why go to the trouble of creating content and then not giving it every chance to be found in online searches? It’s like creating a great radio commercial and never mentioning your company’s name – a lot of your hard work and your company’s resources spent without generating any new business.

Continue reading
51 Hits

B2B SEO Expertise Required to Combat Google Analytics Woes

We've expanded the online tools we use to compile site statistics for our clients, no longer relying solely on the figures Google decides to present.

The SEO high jinx over at Google continue to mount, with our B2B SEO clients consistently reporting irregularities in their Google Analytics reports.

We documented last year how changes in Google’s methodology of tracking and reporting site statistics were leading some site owners to think their sites were losing traffic and SEO rankings – even though Google claimed the actual traffic was consistent and that the only change was in how the figures were reported.

Since then, some B2B website owners continue to report increases in the number of terms that Google ranks their sites for but a decrease in the traffic they receive from Google, which isn’t logical. Traditionally, a site that ranks more frequently on the first page of Google will see an increase in its search traffic.

In other instances, the web addresses for individual pages are recorded inaccurately in Google Analytics, with no indication if the accompanying statistics are for the real web page or if the figures are as wrong as the web addresses are.

Continue reading
98 Hits

Web Design Tips: Pros/Cons of Large Header Images

Some sites rely so much on the effectiveness of image that they offer little or no keyword-rich content on the page that is necessary for search engine rankings.

Large, attractive header graphics on website home pages have been a trend for some time and not likely to go away anytime soon. And, why would they? A large image in the header of a website can have a very strong visual appeal. It can immediately attract attention and “wow” visitors. However, an image that is too large in size, or, not applied appropriately to a website, can negatively affect SEO and the overall user experience.

Here are some pros and cons regarding the use of large header images on websites.


PROS

It makes your site look up-to-date design-wise.
You want to be sure that your website looks modern, not dated. Using a large header image is what everyone else is doing right now, and following current trends can help you achieve a modern and current design aesthetic.

 
A large graphic demands attention.
We use photography and illustration because it catches the eye. If it’s done right, a large header image can inspire and engage the audience. It can instantly tell a story and convey a specific message very quickly.

Continue reading
128 Hits

Start 2018 Off Strong with Keyword & Competitor Research Designed to Boost Your Website's B2B SEO

If you’re looking to take full advantage of every business opportunity that 2018 presents, you’ll need a website up to the task.

With 2017 quickly rolling to a close, it’s a good time to look ahead and think about how to start your 2018 B2B SEO program on the right foot.

One of the best things you can do, both from an SEO perspective and a business perspective, is to perform a complete keyword and competitor analysis for your website.

Keyword & Competitor Research is foundational to any SEO project. It provides you the information you need to determine the best universe of keywords for which you should optimize your site and how much work in off-page SEO and content marketing you’ll need to overtake your competitors on Page 1 of Google.

If you haven’t taken a good look at your search terms or your online competitors for a few years, this is a great time to do so. Newer software tools that provide access to more detailed keyword research data and updated analysis of how Google ranks sites, can change your B2B SEO approach in a way that increases site traffic and leads.

For example, for years, the search term “body bags” was my favorite example of why keyword research is so important. It’s a term that came up several years ago when we did some SEO for a police supply company that distributed body bags and very confidently used only that term to describe that specific line of products.

But a thorough keyword research project showed that the search engines thought “body bags” were only a style of women’s purse; it turned out that “cadaver bags” was the term that the search engine recognized as describing the client’s product – and was the term that many of their potential customers used in searching for that product.

Continue reading
167 Hits

B2B SEO Goes Beyond Search Engines to Generate Sales Leads

Check your website against these questions, and you’ll find ways to improve your site’s usefulness, and, eventually, the number of qualified leads your site generates

 

When you’re working on SEO for your corporate website, it often feels like there’s only one goal: Getting that coveted #1 spot on Google’s search results.

But that’s just one goal (although an essential one) on the way to what’s generally the main motivation for most B2B websites: Increasing the number of qualified leads the site owner receives.

And the most thoroughly planned and carefully crafted B2B SEO won’t mean a darn thing if it lands search engine users on a website that’s poorly designed and executed.

To capitalize on your B2B SEO success, you need a website that captures the attention of your site visitors and gives them what they need. The best way to do this is to create a website that lets visitors quickly find what they want – not a website that looks glitzy or provides the latest gimmicks. At the end of the day, you’ll generate more qualified leads from site visitors who are wowed not by how fancy your website looks but by how easy your website is to use.

Heather Kyle’s recent blog post provided some great ideas about how content legibility can improve visitor experience and increase the likelihood of visitors contacting you for more information.

The following questions focus more broadly on your site visitors’ experience with your entire website and how that affects your ability to generate leads. It’s a handy list to use the next time you’re redesigning your corporate website.

Continue reading
240 Hits

Better Content Legibility for a Better User Experience

Points of emphasis will immediately guide the user to the most pertinent information and help readers who like to scan content.

For those who have worked in the industrial marketing space a long time, it’s clear that websites offer lots of advantages over other forms of marketing – easier to control the message and update it as often as necessary; inexpensive compared to print advertising and tradeshows; and relatively easy to generate leads – if the visitors come, stay long enough to explore your site and follow through with a request for more information or a quote.  

To make sure your website is functioning the way you want, it’s important to give site visitors the right kind of experience. The first step to is getting visitors to your website. The next step is keeping them there.

Content legibility is one of the most important elements in keeping visitors on your site. A confusing, cluttered site is going to chase users away, while a well-organized, well-balanced, easy-to-read site is going to gauge users’ interest. Good legibility helps users to quickly and easily find the information that they need for a better overall user experience.

Find out if your site follows some of the most pertinent legibility standards:

Font(s)

The fonts on your site should support the style you are looking to portray, but more-importantly, they should be easy to read. It’s okay to use a more decorative font for areas of minimal text, but not for large areas of content.

Continue reading
201 Hits

2017 Google Algorithm Changes Cause Consternation

If you’ve remained on the right side of Google in your SEO practices, then you should see improvement year-over-year.  If you don’t, be honest about the effort you’ve put into SEO and get an action plan in place to correct that.

For folks who keep a close eye on their Google Analytics, the past several months have been an exercise in angst and futility.  Google has been actively updating its algorithm and Google Analytics tracking software this year, causing many to believe that their sites are losing traffic and SEO rankings.

Google keeps pretty quiet about the updates it executes, the effects and why.  So, it’s been up to SEO firms like Pilot Fish to try to sort through these changes to provide some clarity to its clients.

As part of our SEO programs, Pilot Fish provides its clients with quarterly SEO reports that help track site traffic and progress in earning and maintaining strong positions for important keywords.  That reporting, plus information gathered by others in our industry, helped to identify a number of changes that were taking place at the search engine giant.

In a nutshell, Google has made major search engine updates almost every month this year:

Google 2017 Search Engine Updates

January 10, 2017

February 1, 2017

February 6, 2017

Continue reading
501 Hits

When a press release service is actually a dis-service

There is no backdoor channel

 

It’s a buyer beware world out there, and B2B SEO is no different.

One of the easiest traps to fall into relates directly to one of the oldest tools of corporate communication: press releases.

Despite having originated at the dawn of the last century, press releases remain a great way for companies to:

  • Provide important company updates
  • Increase name recognition
  • Establish brand leadership
  • Support their Internet marketing efforts

First of all, a press release properly optimized for the search engines is a great addition to the website of any company looking to promote itself. Useful, well-written copy crafted to appeal to your target audience and to the search engines will always enhance your corporate website’s SEO.

Continue reading
395 Hits