Kategorie-Archiv: SEO

How to Choose the Right Tech Marketing Agency

It’s a tough time for the tech industry. Big Tech continues to experience painful job cuts and layoffs, while players throughout the space are struggling against tight budgets, stagnant growth and thickening competition.

In this environment, marketers are under pressure to drive impact and bolster the pipeline. LinkedIn’s B2B Marketing Benchmark Report found that tech, compared to all other industries studied, is allocating a lopsided share of budget toward generating new business versus retaining existing customers.


At the same time, B2B leaders at technology companies are less bullish about their budgets and outlooks than their counterparts. They are more likely to say their budgets have decreased or will decrease. In turn, LinkedIn’s research found that 18% of these leaders felt “uncertain or pessimistic about the likelihood of their marketing team’s efforts to drive revenue next year, higher than all other industries.”

Partnering with the right B2B tech marketing agency can be a critical move to overcome the challenges at hand, and get the most out of your budget. But this too is a significant investment and the stakes are higher than ever. We’re here to help you make the right decision.

5 qualities to seek out in a B2B tech marketing agency

TopRank Marketing is a full-service agency that counts many B2B tech companies among our wide range of current and past clients. Naturally, we’re honored to be considered by any marketing leader looking to elevate their strategy. But through our experience, we also know what goes into creating an effective brand-agency partnership. Above all, we want you to find the right fit.

Prioritize these attributes and qualities as you search for the right B2B tech marketing agency to suit your needs.

#1: Specialization in tech marketing and understanding of the industry landscape.

If you’re in B2B tech, you know that this sector is unique from others in a lot of ways. Solutions are often complex and developed for a specific niche. The tech boom has led to stifling competition and there’s frequently a great deal of parity (at least on the surface) between different offerings. Meanwhile, the tech buying process tends to be laborious, involving a high number of stakeholders and lengthy cycles.

When evaluating B2B tech marketing agencies, you’ll want to ensure you go with a firm that has experience in this specialized arena. A seasoned agency partner can help your company and its solutions stand out at a time where differentiation is absolutely vital. Research from Gartner found, for example, that more than 70% of buyers consider at least four software providers before making a final purchase decision.


#2: Track record and case studies showcasing successful tech marketing campaigns.

Not only should your agency partner have experience in the B2B tech space, they should also have results they can share. Explore case studies and work examples from past campaigns to verify that the agency has been able to follow through and deliver for tech clients.

#3: Demonstrates an ability to stay on top of trends and changes.

It’s no secret: tech is a fast-changing industry. Brand marketers are often busy keeping pace with their own organizational needs. It can be a struggle to closely follow all of the external forces and factors impacting your business category and audiences.

Agency marketers make a point of staying plugged into these broader trends while incorporating them into their strategic guidance. This outside expert perspective is a key part of the value agencies can offer. Make sure you’re selecting a studious partner who walks the walk by producing timely thought leadership and demonstrating a clear understanding of what’s happening now in your industry.

Again, it comes down to differentiation. Knowing what’s been happening and what’s next in your niche helps agencies partner with you to create something fresh and impactful. Research has found that “content with outdated or oft-repeated information” is the biggest issue negatively affecting buyers‘ trust in B2B tech brands.

#4: Brings creativity to the table.

While being able to speak accurately to the details and benefits of your solution is vital, the ability to bring creative and innovative ideas to your marketing strategy is a core agency value prop. Tech buyers are humans just like everyone else and they respond to emotionally resonant content.

“In a recent LinkedIn study of B2B marketing leaders,” according to The Drum, “more than two-thirds (69%) agree that B2B purchasing decisions are just as emotionally driven as B2C, and 39% said they are increasingly harnessing storytelling, emotion and humor to help make their creative campaigns stick. More than three-quarters (81%) go as far as saying that B2B brands are now producing creative campaigns that rival consumer brands.”

This is an area where specialized agency teams can lend a major assist, giving you access to experienced and exceptional creative talent. These writers, designers and strategists take the lead in developing colorful campaigns that pop and capture attention while also communicating the advantages of your solution to a B2B audience.

One example of a creative tech campaign from TopRank’s portfolio is the “Fruitful Work” campaign we partnered on with SaaS provider Smartsheet. Incorporating influencers and a fun metaphorical theme, the campaign drove more than 23,000 video views while beating page view benchmarks by almost 350 percent.

#5: Connects marketing activities to business impact and revenue.

This is clearly one of the most urgent areas for tech marketing leaders to welcome expert support. LinkedIn’s research into the tech sector found that B2B CMOs at tech companies were more likely than others to say they are expected to demonstrate marketing impact on the bottom line, and under pressure to prove ROI in less time. Notably, nearly three out of four said they are unable to prove the impact of brand campaigns.


Choose a B2B tech marketing agency that boasts proven analytics chops and makes data a central part of its culture. Advanced reporting that goes beyond superficial metrics can help you understand and improve business impact, bringing the clarity your C-suite craves.

Elevate tech marketing with an expert partner

These are challenging times for the tech industry, and for marketing leaders, opting to go it alone can be a costly mistake. Conduct an honest and thorough assessment of your needs, and explore partners with the capabilities and track record to deliver on them.

Ready to work with an agency that checks all the boxes? Contact us today.

The post How to Choose the Right Tech Marketing Agency appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

SEO Website Design: Building a Search-friendly Brand Hub

Your brand’s website design might tick all the visually appealing boxes, but is it stunning to search engines?

Effective SEO website design focuses on creating a user-friendly experience, encompassing aspects like mobile responsiveness, content visibility, and intuitive navigation.

These factors directly impact your site’s SEO performance. Search engines favor websites that deliver a positive user experience, as it indicates relevancy and value to the user’s search intent. On the flip side, a poor user experience can lead to lower search rankings.

Simply put, a website that balances exceptional design with robust SEO strategies is more likely to attract and engage your B2B audience. Let’s dive into actionable steps you can take to improve your SEO design and elevate your brand’s rankings.

SEO website design and user engagement

When you integrate SEO principles into your website design, you’re setting the foundation for better visibility and user engagement. User engagement is a key metric in evaluating the success of your website, directly influencing SEO and overall business outcomes

Engaged users are likely to spend more time on your site, explore multiple pages, and eventually convert into leads or customers.

Search engines recognize and reward websites that offer a high level of user engagement with better rankings, as it indicates the site is providing valuable, relevant content to visitors.

Integrating SEO principles into your website design
Ready to dive into SEO website design? Let’s look at some of the top tactics and best practices.

Prioritize mobile responsiveness

With the majority of online searches now conducted on mobile devices, your website must be mobile-friendly. Google uses mobile-first indexing, which means it predominantly uses the mobile version of the content for indexing and ranking. A non-responsive website can lead to a poor user experience, increasing bounce rates and negatively impacting your search engine rankings.

To optimize your website design for mobile devices, consider the following best practices:

Responsive design: Implement a responsive website design that automatically adjusts to fit the screen size of any device. This approach eliminates the need for a separate mobile site and ensures consistency in content and user experience across all devices.

Simplified navigation: Streamline your website’s navigation for mobile users. A simplified, touch-friendly navigation menu enhances usability on smaller screens.

Optimized images and media: Ensure that images and media files are optimized for fast loading on mobile devices. Use compression tools to reduce file sizes without sacrificing quality. Also, consider using responsive images that adapt in size based on the device.

Streamline your site for speed

The speed at which your website loads is a critical factor in both SEO and user experience. Users have become accustomed to and expect quick access to information and services. Websites that load slowly are not only frustrating for users but are also penalized in search engine rankings. Google and other search engines prioritize fast-loading websites in their search results, as they aim to provide the best user experience.

To improve your website’s site speed, consider these actionable steps:

Enable browser caching: Browser caching stores parts of your site on a visitor’s browser, reducing load times for repeat visitors. This is especially effective for websites with lots of static content.

Choose the right hosting solution: Ensure your hosting plan can handle your site’s traffic and content. Sometimes, upgrading to a better hosting plan can significantly improve your site speed.

Monitor site speed regularly: Use tools like Google’s PageSpeed Insights to regularly check your site’s speed and identify areas for improvement.

Effective website layout, architecture, and navigation

A well-organized website helps users and search engines easily find information. Use a logical structure with a clear hierarchy and text links. Each page should be reachable from at least one static text link. A well-structured website supports effective indexing by search engines, improving your site’s visibility.

To ensure intuitive and SEO-friendly website navigation, consider these best practices:

Logical structure: Organize your website with a clear hierarchy and simple navigation paths. This structure helps users and search engines understand the relationship between different pages on your site. Each main category should be distinct and relevant, with subcategories that logically flow from the main ones.

Consistent navigation: Maintain consistent navigation across your website. This includes a static, easily accessible menu that provides quick links to the main sections of your site. Consistency in navigation design makes it easier for users to understand how to move around your site.

Descriptive URLs and navigation labels: Use clear, descriptive URLs and navigation labels. Descriptive URLs give users and search engines an immediate understanding of what the page is about. Similarly, navigation labels should be straightforward and indicative of the content they link to.

Image placement and optimization

The strategic placement and optimization of images on your website play a significant role in enhancing SEO and overall user engagement. Images can break up text-heavy pages, making content more digestible and appealing. However, it’s crucial to balance aesthetics with performance. Poorly optimized images can lead to slow loading times, negatively impacting both user experience and search engine rankings.

Here are a few tips on how you can effectively utilize image placement and optimization for better SEO results:

File size and format: Large image files can drastically slow down your site. Compress images to reduce file size without losing significant quality. Use appropriate file formats – for example, JPEG for photographs and PNG for graphics with transparent backgrounds.

Alt text and SEO-friendly image names: Use descriptive alt text for each image. Alt text improves accessibility for users with screen readers and helps search engines understand the context of the image. Naming your image files with descriptive, keyword-rich names helps search engines understand what the image is about and can contribute to better rankings in image search results.

Lazy loading: Implement lazy loading for images, which means images only load when they enter the viewport of the browser. This improves initial page load time, a key factor in both user experience and SEO.

Optimizing video and interactivity features

Incorporating video and interactive elements into your website can significantly boost user engagement and enhance your SEO performance. Videos are powerful tools for capturing user attention, conveying information quickly and effectively, and increasing the time users spend on your site. Interactive elements, like quizzes, calculators, and interactive infographics, actively involve users and encourage them to explore your content more deeply.

To effectively use video and interactivity on your website, consider these tips:

Optimize titles and metadata for search engines: Use descriptive titles and meta descriptions for your videos. Include relevant keywords and a transcript of the video content to enhance its discoverability and SEO.

Responsive and accessible: Make sure your videos and interactive elements are accessible and responsive across all devices. Users should have a seamless experience whether they’re accessing your site from a desktop, tablet, or smartphone.

Loading speed: While videos and interactive features enhance engagement, they can also slow down your site. Optimize file sizes and consider using a content delivery network (CDN) to maintain fast loading times.

Build your search-friendly brand hub

Optimizing your website design for SEO is an ongoing process that keeps your site aligned with the latest search engine algorithms and user preferences. Regularly evaluate your site and identify areas where improvements can be made that will not only enhance the user experience but also strengthen your SEO performance.

Remember, an SEO-centric website design is a powerful tool in your digital marketing arsenal. It not only attracts more traffic but also engages and retains users, ultimately leading to increased conversions and business growth.

For a deeper dive into optimizing your website design for SEO, learn more about our SEO services.

The post SEO Website Design: Building a Search-friendly Brand Hub appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

How Should LinkedIn Algorithm Changes Affect Your Strategy?

B2B marketers recognize that the audience on LinkedIn is immensely valuable: more than 1 billion professionals scrolling their feeds with a career-focused mindset. It’s a fantastic platform for B2B marketing activities and the numbers bear that out.

But marketers also recognize that gaining reach on LinkedIn – especially organic reach – can be extremely challenging for brands. If you’ve put substantial effort into creating content for the platform only to watch it fall flat with minimal reach and engagement, you’re not alone.

The algorithm used by LinkedIn to determine which content shows up on whose feeds is, in many ways, a mystery. But there are plenty of publicly available details and insights to help you shape your content strategy – including recent revelations from LinkedIn itself.

Understanding the LinkedIn algorithm and how it works

LinkedIn uses a complex algorithm to curate and display content to users based on a multitude of factors. Because the ultimate goal is encouraging users to engage, spend time on the platform and return regularly, LinkedIn is highly motivated to ensure members are consistently finding content that is relevant, interesting and valuable to them personally.

This is a good guiding light for your LinkedIn content strategy. In order to better ensure your audience (and by extension, the LinkedIn algorithm) sees your content as relevant, interesting and valuable, there are some proven best practices to follow.

Keys to gaining reach on LinkedIn as a brand

Based on studies, documentation and first-party updates, here are six key approaches and adjustments to help your content gain traction with the LinkedIn algorithm.

Don’t make “virality” a goal on LinkedIn

It’s easy to see the appeal for brands in having a post or piece of content go viral on social media. In reality, the business impact of all this explosive yet ephemeral reach tends to be iffy. And on LinkedIn, aiming for virality can actually be counterproductive.

“LinkedIn is a bit of a different beast in the social network universe,” according to Hootsuite, “because the LinkedIn algorithm is specifically designed to prevent content from going viral.”

That’s not to say a resonant post cannot drive substantial reach and engagement in a short period, but LinkedIn is very sensitive to viral spam and has significant measures in place to detect and even predict it.


One of the simplest signals used by LinkedIn to verify authentic and meaningful content is the characteristics of members who engage with it. Evaluating users based on network and activity features, the system seeks to learn: Are these real people genuinely engaging with this content?

With that in mind, it’s great to encourage your employees to interact with brand content shared on LinkedIn (just not the same few employees every time), and to create things that compel engagement from those in your target audience.


Avoid using outbound links when possible

I mentioned earlier that a primary objective of LinkedIn’s algorithm is keeping users on the platform. This is, of course, at odds with outbound links that take those users off the site. It’s a pesky reality for marketers who would love to direct that traffic to their website or landing pages.

Posts on LinkedIn with outbound links can still get reach, but it will put you at a disadvantage. A study by Hootsuite found that, on average, posts without links got 6x more reach than posts with links. The linkless posts also received far more reactions and comments despite being shared less frequently.

Consider reserving most of your content with off-site CTAs for paid campaigns, where you can buy clicks and dependably drive traffic. For organic content, consider other valuable actions you can elicit rather than navigating off LinkedIn, such as following your brand’s LinkedIn Page or contributing to the conversation.

Prioritize specialized knowledge and insights

A key facet of LinkedIn’s latest major algorithm update, which took place in June 2023, is the increased prioritization of genuine knowledge and expertise. “The platform is looking to highlight more knowledge and advice experts share,” reports Buffer. “For users, the algorithm determines what expertise is relevant by identifying a user’s interests based on their profile info and activity.”

This is a favorable development for B2B brands, which tend to offer focused specialization within a specific category. If you’re creating content that connects with a target audience of buyers and decision-makers, it’s more likely to surface on the feeds of others with similar professional attributes.

Elevate your employees and executives

The second major component of LinkedIn’s June 2023 algorithm update was an emphasis on increasing content reach to existing connections and followers. This development underscores the value of employee advocacy and executive thought leadership, helping your brand get in front of the networks your team has built throughout their careers.

The downside is that this change might make it even harder for brand content to reach unfamiliar audiences. To counteract this, work to grow your brand’s organic following and build awareness with paid brand campaigns.

Incorporate multimedia

This one is straightforward and nothing new, but content on LinkedIn will generally be better poised to succeed when it features eye-catching creative. Use vivid imagery, compelling video (with captions!) and varied content formats.

According to LinkedIn, posts with images average twice the comments of those that don’t, while using video drives a 5x increase in engagement.

Use influencer marketing on LinkedIn

Deploying an influencer marketing strategy on LinkedIn helps your brand align with much of what the platform’s algorithm is prioritizing today: expert knowledge, authentic networks, and relatable content.

TopRank Marketing CEO Donna Robinson wrote for the LinkedIn Collective about why the LinkedIn platform – with its emphasis on content, conversations and connections – is an ideal channel for B2B influencer marketing, and shared tips for doing it well based on our research for the B2B Influencer Marketing Report.

Stay human and helpful to navigate change

The evolution of LinkedIn’s algorithm is not fundamentally different from the evolution of Google’s search algorithm. Both are intent on prioritizing content that is relevant, high-quality, and shaped by human creativity and expertise. This holds the key to breaking through with your marketing as AI further saturates the content landscape and audiences increasingly demand substance.

At TopRank Marketing, we’ve helped countless clients overcome the challenges of social media marketing. LinkedIn content and strategy creation is just one element of our social media marketing services to explore!

The post How Should LinkedIn Algorithm Changes Affect Your Strategy? appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

Fospha’s Insights to Unlock eCommerce Growth in 2024

In the ever-evolving landscape of eCommerce, staying ahead requires constant adaptation and strategic insights. The Fospha State of eCommerce Report for Q1 2024 brings valuable data to the forefront, guiding marketers, advertisers, business owners, and agencies in the eCommerce industry on where to channel their efforts for maximum return.

The report reveals a significant underinvestment in paid social channels, with advertisers reaching only 59% of their potential, suggesting an opportunity to nearly double spend for profitable returns.

Here are some key takeaways from the report:

  • Meta and TikTok emerge as leaders in paid social success, with Meta boasting the highest relative Return On Ad Spend (ROAS). Notably, TikTok stands out for new customer acquisition, outpacing other channels in driving new conversions.
  • Snapchat’s major update has catapulted it as a growth channel worth watching, with a remarkable 504% increase in ROAS year-over-year.
  • The report highlights a widespread issue in the industry: the underrepresentation of impressions-led channels by Google Analytics and ad platforms‘ own attribution models. This discrepancy emphasizes the need for standardized measurement methods to accurately report performance.

Now is the time to reassess your investment in paid social, explore the potential of emerging channels like Snapchat, and adopt reliable measurement methods to navigate the complex digital marketing landscape effectively.

For a deep dive into these insights and to leverage them for your digital strategy, download the full Fospha State of eCommerce Report Q1 2024. Embrace the data-driven insights to refine your approach, optimize spend across platforms, and drive your eCommerce brand towards profitable growth.

The post Fospha’s Insights to Unlock eCommerce Growth in 2024 appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Snap Selects Fospha as Measurement Partner for Retail eCommerce

Fospha and Snap announced a partnership that will further enable eCommerce advertisers to measure their Snapchat campaigns.

What’s the problem this partnership is solving?

Measuring the true impact of impressions-led advertising has long been a tough task, especially with new privacy measures, which have made getting the right data even harder.

Fospha has found that basic click-tracking methods (like last-click and MTA) don’t fully recognize the value of upper-funnel activity, with a 2023 study finding that these methods miss about 74% of the sales that come from impression-based media. Across their client base, Fospha also found that brands that aren’t investing in higher-funnel activity like Snapchat have significantly higher acquisition cost and lower return on advertising spend.

Fospha’s latest report reveals Snapchat to be a key growth channel amongst their brands, with ROAS increasing by 504% from 2022 to 2023, even while spend grew 76% YoY. Fospha states that this demonstrates an opportunity to capitalize on strong performance at higher spend levels.

On Snap’s Q4 2023 earnings call, co-founder and CEO Evan Spiegel highlighted the importance of continuing to drive improved performance for advertising partners as a focus for Snap in 2024. Fospha data supports this, showing Snap ROAS has been rising since the company began updating its performance products in late 2022 and early 2023. The Fospha partnership highlights the importance for both companies of empowering brands to improve their attribution capabilities, identify growth opportunities, and maximize returns on their advertising investment.

Why Fospha?

Fospha is pioneering a transformational new approach to cross-channel digital marketing measurement. A no-code implementation means clients are live in 2 to 3 weeks with a year of full funnel performance (impressions, clicks, zero-party data) modelled and it’s completely privacy-safe (no user-level personal data is used).

Sam Carter, Fospha CEO, said, “We’re delighted that Snap is certifying Fospha as a key partner, further validating our mission to help eCommerce brands spend with confidence. Our product allows us to clearly see the massive unrealized opportunity that brands have in paid social media. We’re also particularly bullish on Snap based on the data we see coming in from advertisers. Working with the Snap team to help retailers realize the potential here is really exciting.”

To find out more, reach out to Fospha or your Snapchat account manager for more details.

The post Snap Selects Fospha as Measurement Partner for Retail eCommerce appeared first on Search Engine Watch.

Source:: searchenginewatch.com