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Tools to help chart the sometimes rough seas of B2B SEO

Armed with that knowledge, you’re in a better position to avoid knee-jerk reactions and make the right SEO decisions.

In Angela’s recent blog about possible causes for drops in search engine rankings, she mentioned one B2B SEO factor that none of us have any control over – fluctuations in the search engines’ algorithms.

The search engines are usually pretty tight-lipped about how and when they alter their rules for ranking websites, but there are a number of reputable companies out there now that track such changes.

Their basic reports are free, and they provide some historical data to put current incidents in perspective. Most of the companies also offer for-fee tracking services, which aren’t covered in this review.

Here’s a brief rundown of the most popular trackers:

AccuRanker – monitors 28,000 randomly selected keywords globally; provides an overall “Google mood indicator” (today’s was grumpy) and allows site visitors to filter results based on country and type of device.

Algaroo – follows 17,000 search terms on Google; also offers email alerts for major changes and disruptions.

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Why Have My Google Search Rankings Dropped?

We’re in a summer of tremendous Google algorithm flux and the result is that many websites have recently dropped in the search rankings.

For a marketing manager, there’s almost nothing worse than checking your company’s Google Analytics only to find that your site traffic and Google search rankings have dropped.

Panic ensues as you scramble for explanations, causes and remedies. 

In today’s marketing climate, businesses have become ever more reliant on strong search engine rankings to drive site traffic, leads and new business as more traditional forms of marketing take a back seat among a fully plugged-in younger generation of buyers.

Who doesn’t love the self-serve nature of the Internet, where (non-spam) leads generated from your website are typically not only highly qualified, but also very serious buyers, as they’ve already done the work of investigating your company and products before filling out that contact form.

So finding that steady flow of new business opportunities shrink to a trickle as your site’s visibility on Google drops can induce sheer terror as you come to the realization that you’re not as much in control of your destiny as you thought you were.

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In B2B SEO, Any Backlink Isn’t Necessarily a Good Backlink

Backlinks are the dinner bell that draws site visitors in.

If you read any SEO websites on a regular basis (not that you have to, that’s one of the things we do for you), but, if you do read any SEO sites or newsletters, you’ll notice that there are often two camps – “Content is what counts!” vs. “Backlinks are obligatory!”

In the end, really, both camps are correct: Good, strong content, properly optimized for both search engines and site visitors, sets the table for a successful website.

But you’re not going to get the gang around the table, gobbling all the good things you’ve set out for them, without backlinks.

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The Time for Responsive Web Design is Now

You may delay,
but time will not.”
– Ben Franklin

Technology does not move in reverse. So, if you still haven’t made the transition to responsive web design, now is the time. Even if you are happy with your current website design, responsive design is imperative by today’s standards. You can stick with the same look and feel, but your site will have to be modified to work under a new grid structure.

Here are some reasons you shouldn’t wait any longer to make the transition:

  • Google prefers responsive design. Your SEO results could, and probably will, suffer without it. 
  • Mobile users are still continuing to grow in number. Device flexibility will give your site a much larger audience.
  • Mobile users have grown to expect responsive sites and can lose patience with sites that are not. They could give up and look to your competitors instead.
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The 1 Big Reason You Should Care About B2B SEO

The objective is to ... ensure your company’s success, today and for the foreseeable future

Pilot Fish has posted a number of blogs recently about how to ensure SEO success and how to stay relevant in today’s industrial marketing landscape, but there’s one key topic we haven’t touched on:

Why should you care?

And there’s only one real answer to that question:

Because you want to make money.

There’s always a lot of talk about B2B SEO this or search engine rankings that, and it’s easy to lose sight of our final destination on this sometimes crazy journey of industrial marketing.

The end game isn’t just to rank well on the search engines. It isn’t to line up a row of shiny B2B SEO trophies on your mantel. It isn’t even to say “nanny nanny boo-boo” to your competitors whose websites don’t rank as well as yours (although that is fun).

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