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Learn the lastest in inbound marketing at the KEO Marketing Blog.

Latest Tactics and Changes for Effective Local Search Now that B2B marketers have had some time to adjust (and, in some cases, recover) from this summer’s Google Pigeon update, it might be a good time to re-evaluate your local search tactics and consider what, if any, changes you want to make for 2015.

Probably one of the biggest developments in the world of local search is that it has now become tougher to try and “game the system.” Those who employed all sorts of clever tricks in an attempt to fool Google in order to get higher results have likely seen considerable fallout in the post-Pigeon period. Legitimate marketers, meanwhile, will be wise to focus on tactics and metrics that are tougher to manipulate, such as clickthrough rates and website author indicators.

Directory results are also getting positive results, so businesses should continue their efforts to get listed in directories and review sites such as Yelp.

With categories and descriptors, it seems like the more specific you can get, the better. So, for example, rather than just indicating that you provide technology services, you might want to go a step further and promote your “enterprise level technology security solutions.” From a geographic standpoint, the emphasis seems to be on hyperlocal, with some businesses going so far as to include mentions of specific neighborhoods.

Personalization can have a big influence on local search results, taking past user behavior and search preferences into account. Of course, this only matters when the user is actually logged in, so it helps if you can encourage visitors to log in (social logins make this process much quicker and easier).

From a technical standpoint, recent Google algorithm updates and the elimination of authorship functions now makes it virtually irrelevant to add author tags on your site content.

For more insights as to the major factors that affect local search results, check out the 2014 Local Search Ranking Factors Survey from Moz.

Creating effective strategies for local search engine optimization is one of our specialties at KEO Marketing, and we can help you implement the best tactics to boost your local search results.

B2B Marketers Can Benefit from Creating White Papers

B2B Marketers benefiting from White PapersWhile content marketing can be extremely beneficial and valuable for all marketers, the form it takes (or should take) can differ greatly depending on the target audience. In the B2C realm, for example, banner ads are a popular choice and may produce a satisfactory return on investment. However, for B2B marketers, this form of content is unlikely to be worthwhile enough to justify a large outlay of time or money.

By contrast, white papers have been consistently viewed as a type of content that can have an impressive ROI for B2B marketers. In one recent survey conducted by the Content Marketing Institute, 58% of B2B marketers said white papers are an effective marketing tactic.

White papers offer several attractive benefits for B2B companies. First, they provide a great way for your staff members to demonstrate their expertise and knowledge, and establish themselves as experts and thought leaders in the industry. This helps develop trust in your company (and its leaders) and also helps strengthen brand recognition.

White papers also represent the kind of in-depth and high-quality content that Google now factors heavily into its search algorithm, so this can result in some valuable SEO benefits.

To get the maximum payoff from the time and energy you invest into creating your white paper, don’t view it as a solitary, one-off product. Instead, configure your strategy so that the white paper is the central hub of a content circle from which numerous other tactics are generated.

For example, you can do blog posts and social media updates teasing the upcoming release of the white paper. Then, when the white paper is launched, you should create a special landing page just for that. Be sure to have a sign-up page in which visitors must enter their information before they can access the white paper, thus providing you with a way to gather valuable leads. The initial white paper can also serve as the foundation for numerous other subsequent forms of content, ranging from infographics to webinars (and of course you can create blog entries and/or social media posts to promote each of those).

The numerous possibilities for repurposing and expanding the material contained in a white paper can help explain why this form of content often produces such an attractive ROI for B2B marketers.

KEO Marketing can plan and implement a comprehensive content marketing strategy that best fits your company’s needs and goals.

Marketer’s Guide to Changes in Online Advertising

Marketer’s Guide to Changes in Online Advertising  For B2B marketers, the ability to effectively reach and connect with an online audience is critical to a successful marketing strategy. This is, after all, where most of their potential customers spend a large portion of their time in today’s always-connected business landscape.

For businesses, an effective and well-planned online advertising strategy is essential. However, with online advertising growing and changing so rapidly, it can be challenging to keep track of the newest developments and most up-to-date tools and tactics.

To help B2B marketers stay informed about some of the most important recent developments, KEO Marketing has created a Marketer’s Guide entitled, “Top 7 Changes in Online Advertising.”

This concise, easy-to-read guide touches on several of the major events and additions in the online advertising world, including the explosion of mobile and the rising popularity of programmatic advertising. The report also explores ways that businesses can take advantage of paid tools to help promote their marketing content online.

Download your copy of “Top 7 Changes in Online Advertising” today!

Google Testing Icons Indicating Mobile-Friendly SitesMost B2B marketers by this point already realize the importance of offering a mobile-friendly online experience. But just in case they need a little more convincing, there are recent signs that Google may be making a special effort to indicate mobile-friendliness (or lack thereof) when displaying search results for mobile users.

Several sources have reported spotting special icons on mobile search results, highlighting the options with mobile-friendly sites. Other sources have shown results that take the opposite approach, warning users that certain sites haven’t been optimized for smartphones and other mobile devices. This seems to indicate that Google is toying with the best approach, experimenting to see how to best show mobile-designated results to those users.

While this will naturally be discouraging to businesses that haven’t yet optimized for mobile, it simply warns users of something they will discover on their own once they visit your site. It won’t take a mobile user long to determine if your site has been optimized for their device. If they encounter difficulties or are unable to view or interact with your site properly, they will quickly become annoyed and go elsewhere.

In other words, this is just yet another sign that you cannot afford to ignore the importance of a mobile-friendly site any longer.

With so many users accessing web content via a wide variety of different devices, we strongly recommend that businesses transition their site(s) to responsive design, ensuring compatibility with any type of device a visitor may be using. For businesses that cannot launch a responsive site immediately due to lack of time and/or resources, it’s a smart idea at the very least to create mobile-friendly versions of their most important or most commonly visited pages.

Don’t risk losing any further visitors (and possibly annoying existing customers). KEO Marketing can oversee your mobile strategy and help get your mobile-friendly site up and running right away.

All contents copyright © 2014 by KEO Marketing, Inc.