Archiv für den Monat: Dezember 2019

Our Top 10 Search Marketing Posts of 2019

Colorful chalk pieces image.

Colorful chalk pieces image.

Search marketing has matured in many ways throughout 2019. At each twist and turn along the journey, we’ve done our best to not only cover each change thoroughly, but to also offer insight and research-based strategy to help savvy digital marketers along the way.

We’re fortunate to have a stellar group of digital marketing professionals contributing to the TopRank Marketing Blog, with our CEO Lee Odden, Associate Director of Search & Analytics Tiffani Allen, Vice President of Client Accounts Alexis Hall, Content Strategist Anne Leuman, and others, each contributing valuable and actionable search marketing insights, tips, and tactics this past year.

To help our blog community grow its search marketing knowledge, we’re thrilled to offer this list of our most popular search marketing posts of 2019.

Our Most Popular Search Marketing Posts in 2019:

1. 5 SEO Mistakes Killing Your Content Performance and a Fix for Each — Tiffani Allen

Common SEO Mistakes
Our talented Associate Director of Search & Analytics Tiffani Allen wrote our most popular search marketing post of 2019, taking an important look at five SEO mistakes killing your content performance, and offering up an actionable fix for each. Tiffani explored how to avoid and fix keywords based solely on volume, using too much targeting, and the perils of ignoring internal link structures. Check out all of Tiffani’s posts here, and follow her on Twitter.

[bctt tweet=““Following SEO best practices as a content marketer can reduce performance-related headaches and set you up for long-term success.” @Tiffani_Allen“ username=“toprank“]

2. The Relationship Between SEO and Social Media: It’s Complicated … and Complementary — Nick Nelson

pump up your b2b content campaign
The second most popular search marketing post of the year is by our Senior Content Strategist Nick Nelson, who deftly explores the complicated yet complimentary relationship between SEO and social media, and shows how to maximize both in unison with your marketing efforts. Check out all of Nick’s posts here, and follow him on Twitter.

[bctt tweet=““In a sea of competing ephemeral content, you’ve really got to stand out to capture someone’s attention and compel a click.” @NickNelsonMN“ username=“toprank“]

3. What the Future of Google Search Means for B2B Marketers — Lane R. Ellis

Low angle shot of modern glass city buildings looking up image.
In the number three spot on our top search marketing posts of 2019 list, I explored what the future of Google search mean for B2B marketers, looking at how touch-free Motion Sense gestural search and other changes will affect the course of B2B marketing in 2020 and beyond. Check out all of my posts here, and follow me on Twitter.

[bctt tweet=““Innovations at Google will alter how people search, learn, and lead their professional and personal lives.” — Lane R. Ellis @lanerellis“ username=“toprank“]

4. How A Best Answer Content Strategy Drives B2B Marketing Results — Lee Odden

Best Answer Content B2B Marketing

Our CEO Lee Odden wrote the fourth most popular search marketing post on our blog in 2019, exploring how a best-answer content strategy can drive impressive B2B marketing results, showing its value and offering up strong examples of what it takes to be the best answer. Lee shows that being the best answer is hard, but that it’s the price for being in the winner’s circle of consistent top visibility. Check out all of Lee’s 2,600+ posts here, and follow him on Twitter.

[bctt tweet=““If buyers don’t see consistent, credible and engaging ‚best answer‘ content across channels from your brand, they’ll begin to trust competitors who are.” @LeeOdden“ username=“toprank“]

5. The Intersection of SEO & Influencer Marketing: What B2B Marketers Need to Know — Caitlin Burgess

The Intersection of SEO & Influence
Our Senior Content Marketing Manager Caitlin Burgess earned the number five spot on our top search marketing posts of the year list, showing how B2B marketers benefit when SEO and influence collide, becoming a powerful keyword and topical research tool to create best-answer content that audiences and search engines crave. Check out all of Caitlin’s posts here, and follow her on Twitter.

[bctt tweet=““Integration is absolutely essential for driving digital and content marketing success in the crowded, competitive B2B landscape.” @CaitlinMBurgess“ username=“toprank“]

6. How B2B Marketers Can Win at Search with Best Answer Content — Nick Nelson

Winning Search with Best Answer Content
Nick also penned the sixth most popular search marketing post of 2019, with a detailed look at how you can modernize search marketing to fit with a fully customer-centric strategy, with insight from our guide to identifying “best answer” opportunities. Nick shows how multiple disciplines — from technical SEO to creative content — can be leveraged to win the search marketing game.

[bctt tweet=““When marketers make the effort to see every side of the questions their customers are asking, we can see the bigger picture and craft content to fully satisfy the extent of a searcher’s interest.” @NickNelsonMN“ username=“toprank“]

7. 6 Cannes Revelations About B2B Marketing in 2020 — Lane R. Ellis

City of Cannes Aerial view Image

Another of my posts made the year’s top 10 search marketing post lists, exploring a number of B2B search revelations from the 2019 Cannes Lions International Festival of Creativity, with six take-aways including diversity KPIs, real-time branding, micro-storytelling, and the rise of customer-driven search journeys.

[bctt tweet=““Search taking place from smart speakers and other connected voice-assisted is poised to boom in the coming years, and podcasting is expanding to offer new ways to integrate brand messaging.” @LaneREllis“ username=“toprank“]

8. 10 Smart Question Research Tools for B2B Marketers — Lane R. Ellis

10 Smart Question Research Tools for B2B Marketers, who, what, when, where colorful image.
In our eighth most popular search marketing post of 2019, a share 10 smart question research tools and an array of savvy tactics to help B2B marketers uncover the questions your audience is asking, and provide best-answer solutions.

[bctt tweet=““How can you be the best answer for your audience if you don’t understand what questions they’re asking or what problems they’re trying to solve?” — Lane R. Ellis @lanerellis“ username=“toprank“]

9. Hey Alexa: How Do I Bake Voice Search Into My B2B Marketing Strategy? — Nick Nelson

Voice Search & B2B Marketing Strategy
With his third appearance on our search marketing top 10 list, Nick shows how B2B brands can ensure that their content strategy is aligned with the rise of voice search, and helps you find your B2B marketing voice.

[bctt tweet=““B2B companies need to be less robotic, and more human. The rise of voice search is simply another trend feeding the urgency.” @NickNelsonMN“ username=“toprank“]

10. Optimize Your B2B Content Performance with an SEO Audit — Tiffani Allen

Key benefits of an SEO audit.
Tiffani makes another appearance on our top 10 list of search marketing posts for the year, exploring how can you optimize your B2B content performance using a thoughtful and strategic SEO audit to help you understand your landscape by analyzing technical, on-page and off-page factors, and more.

[bctt tweet=““A strategic and thoughtful SEO audit will result in a clear, prioritized and actionable plan to improve your search visibility in the ways it matters most to your business.” @Tiffani_Allen“ username=“toprank“]

We can’t thank Tiffani, Nick, Lee, and Caitlin enough for these top 10 search marketing posts of 2019 — congratulations on making the list!

Thanks TopRank Marketing Writers & Readers

We published dozens of posts this year specifically about search marketing, and plan to bring you even more in 2020, so stay tuned for a new year of the latest helpful search industry research and insight.

Please let us know which search marketing topics and ideas you’d like to see us focus on for 2020 — we’d love to hear your suggestions. Feel free to leave those thoughts in the comments section below.

Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

The post Our Top 10 Search Marketing Posts of 2019 appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

10 Tips for improved guest blogging in 2020

Using Moz bar to find high DA sites for guess blogging in 2020

As link building becomes a more cautionary practice it’s necessary to get a clear idea of how to acquire the best links for your website, in light of this guest blogging in 2020 can be a good method.

Although Google has openly placed more scrutiny on guest blogging, there is undoubtedly still value in acquiring a link from a recognizable high-authority site in your niche. That being said, it’s not easy to secure links from top sites-especially when you need to scale up your efforts. Many sites only offer nofollow links and with growing competition, there is no shortage of good writers to populate these blog sites with high-quality articles.

This doesn’t mean that all hope is lost in the world of guest blogging. It just means your efforts need to be planned and strategized. Here are some top tips to get the most out of your guest blogging in 2020.

  1. Create a master list of guest blogging sites
  2. Qualify relevance
  3. Qualify authority
  4. Check search visibility
  5. Combine outreach tactics to land opportunities
  6. Research your target sites blog
  7. Strategize your topic
  8. Create an enticing storyline with your headings
  9. Submit infographics
  10. Make your links count

1. Create a master list of guest blogging sites

Be extremely organized with your approach to guest blogging to streamline the process. Create a master list on a spreadsheet in order to keep track of your efforts. Record the sites you’ve made contact with, the dates you’ve submitted articles or pitches and any notes on the efforts you’ve made to help you avoid duplicate efforts.

Start with a pre-existing list

There are dozens of sites that have created a list of the top guest blogging sites for multiple industries. You can start your master list with the most popular authority sites in your niche by exploring a few pre-existing lists.

A few examples that offer a list of guest blogging sites are Lilach Bullock, Izideo, Advanced Web Ranking, and Solvid. This will start you off with a solid base of top sites to work from that are well known within your niche.

Scrape Google

It’s impossible to know about every website that offers guest blogging without doing some background research. One method of discovery is to use command operatives to scrape Google.

Use the following commands paired with a keyword to find guest blogging sites:

  • “inurl” will tell Google to look for keywords in the URL
  • “intitle” will find sites with the keyword in the title

Mix and match commands to produce different results:

Inurl: “digital marketing” + “write for us”

Intitle: SEO + “guest post”

Check out guest post sites from your competition

It’s no secret that you can use any backlink report to get the inside scoop on the strength of your competitions backlink profile. Use Moz, SEMRush, Ahrefs or any tool of your choice to produce to see what links your competition has acquired. In the digital marketing space, a typical backlink profile will yield a number of guest blogging sites your competition found in which you can also submit an article.

2. Qualify relevance

If there were no authority transferred by links, what sites would you link to? This type of approach to link building will help you seek out the sites that are highly relevant to your website without being blinded by domain authority.

It happens quite often that at first glance a website DA will influence your perception of the quality of the link which is not always an accurate indication of whether that link will benefit your site.

Make sure the website you are submitting to is in your niche or a direct vertical. Confirm they are publishing content similar to yours so that a clearly defined relationship can be established that indicates relevance to your content.

3. Qualify authority

The DA of a site is the first indicator of a quality link. Although it doesn’t provide the entire picture of what makes up a quality link, you can use this indicator to prioritize your submission sites.

Use the Mozbar for a quick view of a website’s metrics before making a submission.

Target sites that will have a positive impact on your authority. Certain keywords will require links from higher DA sites and others you can get away with links from lower DA sites.

4. Check search visibility

The search visibility of a website indicates how well the site is performing by ranking for keywords and driving traffic. A site that has good metrics won’t necessarily be a good link if it doesn’t have any visitors reading its content.

The authority gained from a link is an important aspect of link building, but the overarching goal behind the practice is to build streams of relevant traffic and awareness of your website.

5. Combine outreach tactics to land opportunities

Not every site will advertise that they accept guest posts but that doesn’t mean they won’t be happy to publish some great content you’re offering. Adam Envoy was able to secure 8 DA60+ sites in 15 days in his guest-posting project and attributed a portion of his success to targeting site owners with an outreach email before proposing a guest post.

Use LinkedIn and Facebook to make initial contact with content managers and editors and let them know you’re interested in link building and guest blogging. In most cases, you will get a response that will lead you to the right person and a link building opportunity.

Even if you don’t get the desired response, making contact is the first step in building a mutually beneficial relationship further down the line.

6. Research your target sites blog

One of the top reasons why site owners don’t respond to an outreach email is because “They didn’t read my blog”. Get a feel for the type of content they’re publishing by scanning through titles and reading relevant content. You can pick up on trends and characteristics that will make your pitch much more targeted to your prospect’s website.

7. Strategize your topic

Choose a topic that hasn’t been covered in-depth on your prospects‘ blog. This presents more value for a blog owner to be presented with the option of adding content their site is lacking.

The topic you choose to write about should be something suited to your strength. Apart from making a list-style article, dive deep into a relevant topic that can be broken down and optimized for a specific keyword topic. Writing optimized SEO content is a bonus for publishers when the article is already primed and ready to rank.

8. Create an enticing storyline with your headings

Most online readers are scanners by nature, in fact, 43% of people admit to skimming through articles when they read them. which is a trait you can capitalize on with an original title and descriptive subtitles. Your outline should reflect a storyline that clearly describes the content of your article.

The first impression of your article an editor (and their audience) will have is the headline of your proposed article. This should clearly convey to the reader what they will get from reading your post and how will it will benefit them. Use headline strategies that are proven to improve click-through rates by appealing to the various types of readers.

Follow up the headline with your main points emphasized as subtitles. Make your article actionable and complete for a person who scans through your content.

9. Submit infographics

Although the numbers will show that infographics peaked in 2014 and 2015, they are still an effective means of creating backlinks. In many cases, infographics receive exceptional consideration as a guest post because publishers know that the potential to attract backlinks improves tremendously.

Stat showing why infographics work for guest blogging in 2020

Image source: Moz

Use an infographic tool from companies like Venngage, Visme or Piktochart to add more appeal to your article submissions.

10. Make your links count

The links you insert in your article should provide value to the reader by taking them somewhere that enhances their understanding of a particular point or topic.

Contextual links are more valuable than the link in the author’s box. Make sure to give yourself a link to content that is relevant to your article. Avoid being overly self-promotional by making sure the links you give yourself are truly beneficial to the reader.

Keep in mind excessive anchor text to the same page will result in a negative effect on your ranking. Mix up your links to appear natural with a brand link, long-tail, and naked URL wherever applicable.

Promote previously published articles

Link to previously published articles to increase the DA of those pages and create more powerful links to your site.

Linking to articles you’ve published is less conspicuous than linking to your own site, which gives you more leeway in the number of links you create.

The value of your work as a future guest author increases when site owners see you link to your published work thereby promoting their site as well.

Link to prospects and influencers

Make it a point to link to the people who are in a position to help you in your backlinking strategies. Separate yourself from the masses by showing an influencer quality links you’ve sent to their work. Keep track of the links you accumulate and make it part of your outreach strategy to build powerful alliances and partnerships.

Enjoy the benefits of guest blogging

There is no doubt that despite the scrutiny placed on guest blogging by Google, it is still one of many effective methods of link building.

A well-executed strategy will provide your site targeted referral traffic as well as improved authority and ranking ability. Use guest blogging opportunities to brand your business, demonstrate thought leadership and build mutually beneficial relationships through your link building efforts in 2020.

Christian Carere is an avid contributor to the digital marketing community and a social media enthusiast. He founded Digital Ducats Inc. to help businesses generate more leads and new clients through custom-designed SEO strategies.

The post 10 Tips for improved guest blogging in 2020 appeared first on Search Engine Watch.

Source:: searchenginewatch.com

10 Years of Women Who Rock in Marketing – CMO Edition 2019

50 Women CMOs 2019

50 Women CMOs

In recent years headlines like ‘Men twice as likely to be CMOs than women‚ were pretty common.

If you’ve worked in marketing for any length of time, you know that the role of CMO is already associated with high demands and turnover.

Some might argue that women in CMO roles face an even greater challenge given their underrepresentation in marketing leadership despite the marketing industry being overwhelmingly female.

While women are underrepresented as CMOs, there’s research that shows women in CMO roles are paid better (on average) than their male peers. Even more promising is that „Nearly half the marketing leadership hires in the first six months of 2019 were women„.

You might be wondering why am I writing about women marketing? For the past 10 years I have been tracking rising stars in the marketing world and recognizing social influencers in the marketing space with an annual list: Women Who Rock in Marketing.

That list started in 2010 when I was recognized on a list of social media rockstars with few if any women on it. That seemed strange.

So, I made a list of 25 women I knew in marketing that were rocking social media. Every year since, a list has been published recognizing women in marketing, inspiring many reactions, conversations and hopefully, even change.

While there have been a few variations on selection, sorting and author, (Ashley Zeckman published the list for 2 years), for the most part every year I’ve asked the previous year’s honorees to nominate a peer. Nominees were reviewed, sorted and the list published.

My goal for these lists is to shine a light on talent and create awareness amongst marketers.

It has been incredibly satisfying to learn about the impressive capabilities and accomplishments of these marketing leaders. Last year we had a CMO who was also an opera singer, a social media executive who once worked with Mother Theresa and an Olympic athlete who created a program to inspire thousands of young people.

It has been great to see that many of the women have been recognized by their companies and industry with several having advanced over the years to take on senior marketing roles like Chief Marketing Officer.

50 Women CMOs 2019

To honor women in senior marketing roles for this 10th anniversary of Women Who Rock in Marketing, the following list features 50 women in CMO roles making a difference and creating impact. They are leaders who represent the future of marketing and I highly recommend you follow them. (Note: This is not a comprehensive list and the list is alphabetical)

Before we get to the list, some special recognition: One woman that has been instrumental in the past few years at creating one of the most robust CMO communities and collections of content for senior marketing executives is Nadine Dietz @NadineDietz. Her company CMO Moves and podcast were acquired by Adweek and represents a cornucopia of knowledge for CMOs and inspiring CMOs alike. Thank you Nadine for your tremendous contribution and community building!

50 Top Women CMOs to Follow

Alicia Tillman
Alicia Tillman
@aliciatillman
Global CMO at SAP
/in/altillman/

Alison Wagonfeld @awagonfeld
CMO, VP, Marketing at Google Cloud
/in/alisonwagonfeld/

Allison Dew @alliedewsays
CMO, EVP at Dell
/in/allison-dew-45875035/

Alyson Griffin @alyson_griffin
Vice President Global Marketing at Intel
/in/alyson-griffin-2820514/

Amanda Jobbins @amandajobbins
CMO for EMEA, APAC and Japan at Oracle
/in/amandastljobbins/

Andrea Zahumensky @Andreazahumensk
CMO at KFC US
/in/andrea-zahumensky-aa70b65/

Ann Lewnes @alewnes
CMO, EVP at Adobe
/in/annlewnes/

Bozoma Saint John
Bozoma Saint John
@badassboz
CMO at ENDEAVOR
/in/bozoma-saint-john-0305441/

Carolyn Everson @ceverson
VP, Global Marketing Solutions at Facebook
/in/carolyn-everson-8633479/

Danna Vetter @dannavetter
Chief Marketer at Milliken & Company
/in/danna-vetter-4065254/

Dara J Treseder @daratreseder
CMO at Carbon
/in/daratreseder/

Dawn T Keller @dawntv94
VP, Head of Digital at Krispy Kreme
/in/dawntevekeliankeller/

Dawna Olsen @DawnaOlsen
CMO at SYSPRO USA
/in/dawnaolsen/

Deborah Wahl @DeborahWahl
CMO, Global at Cadillac
/in/deborahlwahl/

Dee Mc Laughlin
Dee Mc Laughlin
@deemclaughlin
SVP, Global Brand & Creative at Capital Group / American Funds
/in/deemclaughlin/

Deirdre Bigley @DeirdreBigley
CMO at Bloomberg LP
/in/deirdrebigley/

Denise Karkos @dckarkos
CMO at SiriusXM
/in/denise-karkos-b2ab973/

Diana O’Brien @DianaMOBrien
CMO, Global at Deloitte
/in/dianaobrien/

Ellie Mirman @ellieeille
CMO at Crayon
/in/elliemirman/

Jacqui Murphy @jacquimurphy
CMO at Auvik Networks Inc.
/in/jacquimurphy/

Jeanine Liburd @JeanineLiburd
CMO, Chief Commuications Officer at BET Networks (a subsidiary of Viacom Inc.)
/in/jeanine-liburd-7b654a156/

Jeanne Hopkins
Jeanne Hopkins
@jeannehopkins
CMO at Lola
/in/jeannehopkins/

Jeanniey Mullen @jeanniey_
Chief Innovation and Marketing Officer at DailyPay
/in/jeanniey/

Jenn Steele @jennsteele
CMO at Madison Logic
/in/jennsteele/

Jennifer Johnson @jj_cmo
CMO at Tenable
/in/jjcmo/

Jennifer Sey @JenniferSey
CMO, Global Brands at Levi Strauss & Co.
/in/jennifer-sey-6516731/

Jill Gregory @jillgregory6
CMO, EVP at NASCAR
/in/jill-gregory-b32581a/

Karen Walker @KarMWalker
CMO at Cisco
/in/karenmwalker/

Kathy Button Bell
Kathy Button Bell
@Emerson_KathyBB
Senior Vice President, Chief Marketing Officer at Emerson
/in/kathybuttonbell/

Kellyn Smith Kenny @KellynKenny
CMO at Hilton
/in/kellyn/

Kim Salem-Jackson @ksalem09
Global VP, Marketing at Akamai Technologies
/in/kimsalem/

Kristin Lemkau @klemkau
CMO at JPMorgan Chase
/in/kristin-lemkau-ab8b4b88/

Lauren Mead @LaurLeMe
CMO at TimeTrade
/in/laurenmead/

Lauren Wagner Boyman @lboymanms
CMO at Morgan Stanley Wealth Management
/in/laurenboyman/

Leslie Berland @leslieberland
CMO, Head of People at Twitter
/in/leslie-berland-1741781/

Linda Boff
Linda Boff
@lindaboff
CMO at GE
/in/lindaboff/

Lorraine Twohill @LorraineTwohill
CMO at Google
/in/lorraine-twohill-ba3a56185/

Lynne Biggar @LynneBiggar
CMO, Chief Communications Officer at Visa
/in/lynnebiggar/

Lynne Jarman-Johnson @MoJoCMO
CMO at Consumers Credit Union
/in/lynnejjohnson/

Maria Winans @MariaWinans
CMO, North America Marketing at IBM
/in/maria-bartolome-winans-41008014/

Marisa Thalberg @executivemoms
Global Chief Brand Officer at Taco Bell
/in/marisathalberg/

Mary Beech @MaryBeech1
EVP and CMO at Kate Spade New York
/in/maryrennerbeech/

Meg Goldthwaite
Meg Goldthwaite
@MegZGold
CMO at National Public Radio
/in/meg-galloway-goldthwaite-she-her-87a80b3/

Monique Bonner @mobonner
CMO at Akamai Technologies
/in/mobonner/

Morgan Flatley @morgsf
CMO, US at McDonald’s
/in/morgan-flatley-a36b273a/

Paige ONeill @paige_oneill
CMO at Sitecore
/in/paigeoneill/

Penny Baldwin @pennyrbaldwin
CMO, SVP at Qualcomm
/in/pennybaldwin/

Sarah Kennedy Ellis @saykay
CMO at Marketo, An Adobe Company
/in/saykay/

Shannon Sullivan Duffy @sullytoduffy
SVP, Product Marketing at Salesforce
/in/shannonduffy/

Tifenn Dano Kwan
Tifenn Dano Kwan
@danokwan
CMO at SAP Ariba
/in/tifenndano/

Thank you to Lane Ellis for providing some research help with this list.

We can do better. Despite gains in hiring and compensation of women in senior marketing roles, the ANA CMO scorecard reports that „companies remain woefully behind when it comes to promoting people of color to top marketing jobs. Only 13 percent of the top jobs are held by people of color, including 5 percent Asian, 5 percent Hispanic/Latin and 3 percent black.“

There is some progress but much more to be made. Whatever companies can do to remove barriers to marketing talent rising into leadership positions is an investment in the success of the business.

I am thankful for the incredible contributions this group of marketing leaders has made to move our industry forward and am optimistic about continued momentum into the new year.

Who would you add to this list for 2020?

To see the past 9 years of Women Who Rock in Marketing lists, visit the posts below:

Thank you to all who have inspired us to be better as marketers and a better marketing industry!

The post 10 Years of Women Who Rock in Marketing – CMO Edition 2019 appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com