A recent Google report found the typical B2B researcher performs 12 online searches before he or she engages with a brand. With this nugget in mind, we should be prompted to ask our teams, "What has public relations and marketing done for search marketing lately?"

To ensure your search, PR and marketing efforts result in collaboration, your team should practice the following behaviors.

1. Familiarize yourself with domain authority

If you've ever read any search marketing article, you've probably seen mention of a website's domain authority. So, what's a domain authority? And what does it mean to marketers?

Domain authority is a score (on a 100-point scale) that predicts how high a website will rank in Google's search results. A site's domain authority is calculated by dozens of factors—primarily metrics, such as link popularity, how many domains are linking to the site, and how authoritative the sources of those links are.

Of course, everyone wants the company site to have a domain authority of 100. Realistically, however, a perfect score is reserved for online giants, such as Facebook and of course, Google itself.

Some SEO experts say a good domain authority is between 35 and 50; 50 and above is outstanding. In reality, there's no simple answer to the question. Domain authority is not a measure of your SEO efforts—it's really a competitive metric best used to compare your site against others in your market.

Provided your domain authority is close to or better than your competitors', you're in good shape and likely to rank well in search results.

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image of Mike Neumeier

Mike Neumeier is is principal and co-founder of Arketi Group, an agency focused on B2B companies that either build innovative technology or use it to create new business models.

LinkedIn: Mike Neumeier