The Inbound and Content Marketing blog

Why you should be optimising your content around B2B topics

Written by Antonia Molloy  |  30, November, 2016  |  0 Comments  Subscribe

"It's a shift from terms to topics; a shift from longtail keywords, massive spreadsheets, down to just half a dozen topic areas that you as a business can own authoritatively."

Inbound 2016: Christopher O'Donnell, HubSpot Product Spotlight

Keywords: love them or hate them, they need to be factored into your content marketing strategy. But if you've ever pored over a keyword tool, trying to find the perfect combination of high search volume, low difficulty and, of course, relevance, you will know how frustrating this endeavour can be. If you work in a particularly content-saturated market, it can feel as though the chances of your organisation ranking in a Google search are slim to none.

But, with search engines becoming increasingly sophisticated in delivering results to their users' enquiries, should you be considering another approach to SEO? What if the secret to people finding your content online lay less in optimising around a specific word or phrase and more in focusing on writing around a topic or concept?

Anum Hussain, former senior growth marketer at HubSpot, describes "topics over keywords" as the magic formula. So, what does this all mean?


How will Google impact the choices you make tomorrow?

Written by Jeremy Knight  |  5, November, 2013  |  0 Comments  Subscribe

Concerns over the NSA and GCHQ allegedly passing themselves off as Google in order to intercept private Internet communications have been mooted as motivation for the search giants dramatic stepping up recently of ‘encrypted search’, as it purportedly moves to “increase privacy for its users”. The fact that unencrypted data will still be accessible to AdWords customers however (albeit to a lesser extent), has left some questioning the full extent of those motivations.


Earn quality backlinks not just good keywords for optimisation today

Written by Jeremy Knight  |  27, August, 2013  |  0 Comments  Subscribe

A colleague of mine once related the story of an Irish friend, who worked for a company that built corporate intranets earlier in the decade. Speaking of her company's website optimisation strategy, she confided in him: “Ah sure, we're calling the stuff we do 'knowledge management' now – everybody else is!”

Thinking you can effectively “own” a search term and part of the traffic it generates was a reasonable policy, right?. “Knowledge management” happened to be a popular search term at the time, and so as long as the business in question delivered a service relevant to the concept, however tangentially, it made sense to capitalise on the number of people searching for that term.


Top of the funnel lead generation for inbound marketing

Written by Jeremy Knight  |  14, May, 2013  |  0 Comments  Subscribe


(THIS IS THE VIDEO TRANSCRIPT) Eric Swain (ES): We're back. Now, in our last video, we talked about creating buyer personas and about mapping our content to the buying process. And during that, we touched a little bit on the funnel.

Jeremy Knight (JK): Just a little bit.

ES: OK. Granted, yes. We flashed it up quite a bit. We didn't talk about it a lot. And we promised we would come back, and we would dwell on the funnel a little bit more. And so that's what we're going to do today. We're starting here so the next couple of videos will be on the funnel itself.


SEO isn't Dead, it's Evolving

Written by Kirstine Storey  |  12, February, 2013  |  0 Comments  Subscribe
Just as you were finally getting the hang of B2B SEO, along comes a sceptic to give its eulogy. Whether they're predicting the end of SEO or taking a cynical attitude to cover up their own lackadaisical efforts, some people insist that the practice is dead, or at least ineffective.

In reality, SEO is changing, but reports of its death are greatly exaggerated.

B2B SEO - Two Unlikely Avenues for Marketing Success

Written by Jeremy Knight  |  10, April, 2012  |  0 Comments  Subscribe

In days gone by, B2B SEO and B2C SEO were clearly defined and often mutually exclusive. But today, the line has blurred between what constitutes appropriate, effective marketing for B2B and B2C businesses, and those marketers who can exploit these non-traditional avenues are likely to benefit greatly. Here, we take a look at two perhaps unlikely sites which have much to offer B2B SEO.


Since launching two years ago, Pinterest has gone from strength to strength, as demonstrated by its ranking in the top 60 visited websites in the world (Alexa), and the top 20 in the US.

The concept is simple – users can ‘pin’ images they want to share onto virtual ‘pinboards’ organised by category (Technology, Architecture, Products, Sports etc), or onto their own personal pinboard. They can also ‘re-pin’ other users’ images and videos to their own or public boards – offering much potential for viral marketing success.


Organic Search Accounts for Half of Digital Spending – B2B Survey

Written by Jeremy Knight  |  21, March, 2012  |  0 Comments  Subscribe

A recent report has confirmed that organic search remains at the top of many businesses’ marketing priorities.

The report, ‘Search Marketing: The State of B2B SEO and PPC practices’, by BtoB, found that online search accounts for “half of all digital marketing expenditures” of B2B companies.

This is perhaps not entirely surprising, but it does show that despite a wealth of alternative digital marketing avenues, such as social media, content marketing, eNewsletters and online video, search remains at the heart of businesses’ online efforts.


Why link building should feature in your marketing mix

Written by Jeremy Knight  |  17, February, 2012  |  0 Comments  Subscribe

When it comes to your marketing mix, there are many different things to consider, but there are a few techniques that every B2B business should be using. Link building is one of these.

What is link building?
The plain and simple definition of link building is the process of gathering external links to your website from other sites and blogs. But despite its simplicity as a concept, as a practice it is far from easy or straight forward.


How will Google’s ‘Your World’ impact b2b search and social?

Written by Jeremy Knight  |  20, January, 2012  |  0 Comments  Subscribe

This month Google announced the latest in a series of changes which are moving the search and social functions of the Internet ever closer together.

While the slow but sure merging of search engines and social networks might at first glance seem something that’s of more concern to consumer-facing businesses than B2B organisations, the truth is it will come to affect all those with an online presence.


Keywords matter when compiling your online content

Written by Jeremy Knight  |  13, October, 2011  |  0 Comments  Subscribe

Content may be king, but it’s nothing without its subjects – in other words, the keywords that help to justify its purpose.

Keywords are in many ways the essence of online content. Simply put, keywords are the words or phrases people use to search for content. For example, “accountancy firm” or “accountancy firm in Cambridge.” If you embed these keywords in your online content, the search engines will match these with the search enquiries and elevate you in the search results.