Question

Topic: SEO/SEM

B2b Geographic Seo & Social Media

Posted by aaroncagen on 8/1/2010 at 1:41 AM ET 123 Points
I am trying to find a way to enhance my SEO and social media efforts.

It looks like we've done all we can from an 'on-page' and 'directory' perspective.

What I'm working on now is creating more blog posts and articles for my site. I am creating short helpful video tips, etc. Trying to boost up content, basically.

My question is: How do I get upper-level management folks (or those searching on behalf of upper-level management) to take interest in our content?

Thanks!
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RESPONSES

  • Posted on 8/1/2010 at 4:17 AM Accepted
    To get traffic to your blog, I would start off by doing some keyword research using the Google Keyword Tool to see what phrases or words people are searching. I would then use that as a guide for topics and use the keyword strings in the text. That's my SEO take.

    You want to focus on creating blog posts that a) have personality and b) solve problems for your readers. Initially you wan to post about what you do, industry news, how-to-guides, etc. But with time blogs seem to do well by adding more personality (humor) and opinion to their blogs. At Oshyn.com our WCM blog is usually the most read content and the #1 entry page.

    Then you need to make sure your blog posts can "get found". You can use many Social Media platforms (RSS feeds to FB, posterous, Twitter etc) or manual posts of course. I would ask people in your company to include the blog address in their email signature line. On your website you might want to add an RSS feed widget that lets people easily subscribe.

    It was very difficult to get the team onboard and blogging. But after keeping extensive metrics for a while I managed to open the eyes of our leadership team. Sometimes in between projects the team has so much to blog about we have to ask them to stagger the dates of their blog posts. Good luck!
  • Posted by Jay Hamilton-Roth on 8/1/2010 at 9:42 AM Accepted
    By making it relevant to solving their problems.

    Before you create a video (or even script it), interview your existing (and prospective) customers to find out what they search for, how they search, and if they'd be interested in video tips. Maybe they'd prefer case studies showcasing how what you do has dramatically helped others?
  • Posted by excellira on 8/1/2010 at 8:51 PM Accepted
    Usually successes will help you to get management on board. Usually I find a great deal of resistance to SEO at first. As you show stakeholders how your efforts have translated into revenues, profits, improved customer service, brand awareness, etc, you'll find that they will slowly come on board and you'll have an easier time obtaining resources and approvals. They may ask you to do more. ;-)
  • Posted by aaroncagen on 8/1/2010 at 10:12 PM Author
    Thanks. Well, sure success would help things.

    But do you have any suggestions on how to make it successful?
  • Posted by excellira on 8/1/2010 at 10:39 PM Member
    Metrics. If your on-page work is done (is it ever done?) keep working on content and backlinks. If your efforts are effective you will see results. Share them.

    The difficult question is how well are you doing in your efforts? One person's "optimized" is another person's "disaster". Do thorough keyword research. If it isn't already done, you're probably missing your mark.

    Again, if you're seeing results, results are difficult to argue with.

    A bunch of random thoughts. ;-)
  • Posted by aaroncagen on 8/1/2010 at 11:12 PM Author
    I am seeing results in the search rankings and Google PR (if that's worth anything anymore).

    First, I want to SUSTAIN it with more blog posts and more content in the form of articles, etc.

    Secondly, I want to IMPROVE upon it by creating some sort of "community" or at least get people to our site via social media, etc.

    I think this is where I'm stuck. Do you have any suggestions for this?
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