B2B Marketing Blog

John Doe

Architect & Engineer

We love that guy


Building a strong online presence is a complex process. There are so many different elements that need to fit in together to help you build the right picture and attract the right audience. That includes mastering both on-page and off-page SEO. And one of the most important on-page SEO elements is your meta description.

A great meta description can help you stand out from your competitors and have more people visit your website. Let’s break it down further to see why you need a killer meta description and how to write it.

What is a Meta Description

Before we dig any deeper into the writing tips, let’s clarify the notion of meta descriptions. What is it, and why do you need it?

  • A meta description is a short text that appears on the Google search results page, right under the page title.

The meta description describes what the page is about and helps your target audience decide whether or not to visit it. It answers these questions:

  • What is the page about?
  • Why should you visit it?
  • What information will it provide?

And, unless you write compelling, quality meta descriptions, your audience will pick a different result and skip your page entirely.

Now, let’s take a look at the writing tips that will help you nail each meta description and always stand out from the rest of the search results.

1. Strong Opening

When you’re writing your meta description, you have to understand that your target audience isn’t going to read the whole thing.

Instead, they’re just going to take a quick look. If they like what they see, they might continue reading. If you fail to intrigue, they’ll move one.

This is why you need to open your meta descriptions with the most important information. Let’s compare:

  • Your business’ growth is our concern- we will help you generate leads that will convert to customers
  • Our company will make sure that your business has a strong and scalable growth strategy

The most important information is placed at the beginning, in the first example, making this meta description far more effective and influential.

2. Conciseness

You only have a limited number of characters to convey a strong message and impress potential page visitors.

We suggest you keep your meta descriptions up to 160 characters long.

That means you need to stick to conciseness:

  • short sentences
  • to the point
  • remove redundancy

Think of a clear message and find the simplest way to say it. Make sure every word adds value and is necessary. This is the best way to write a strong, powerful meta description.

3. Keywords

If your page is ranking for a certain keyword, you need to make sure it’s in your meta description as well. To your target audience, it will be a signal that they are in the right place.

Make sure to include keywords following these principles:

  • include the main keyword
  • include the secondary keywords if possible
  • implement them naturally
  • don’t overstuff with keywords

Make sure the keywords are a part of a coherent sentence structure, and not just a bunch of words listed one after the other.

4. Strong CTA

Picture your target audience member. They’re reading your meta description. It’s informative, it’s concise, but they don’t feel the urge to click your page.

This is because you didn’t give them a reason.

A strong CTA is:

  • catchy
  • motivating
  • inspiring

You need to include a message such as “Hire a digital marketing specialist today!” to ensure you provide that extra push to your potential customers and stop them from second-guessing.

5. Friendly Tone

Your meta descriptions need to sound like one friend talking to another. They’re chatting and having a laid-back conversation.

You don’t want to make it into a promotional, marketing message.

This is why you should:

  • use everyday vocabulary
  • use a friendly tone
  • avoid technical terminology

Let’s compare:

  • Our highly-professional and exquisite digital marketing specialists will ensure your company’s online presence is transformed into customers…
  • Our digital marketing team will ensure your company’s online presence is converting into revenue.

Make it natural, simple, and conversational, just like in the second example.

6. No Tricks

Another super-important element of your meta description is honesty. If you think for a second that you can trick your audience into becoming your customer, you’re wrong.

Some marketers feel like they should write ambiguous or untrue meta descriptions to trick people into clicking their page.

But, once they realize the meta description doesn’t honestly describe the page content, they’ll be:

  • frustrated
  • confused
  • angry

And, you’ll lose them forever.

Keep it honest and don’t play any games.

7. Uniqueness

There is no such thing as a one, ultimate, meta description template you can create and apply to all your pages.

On the contrary, each meta description needs to be unique. Make sure that you always:

  • start from scratch
  • think of something new
  • convey a new dominating message

Final Thoughts

Writing compelling meta descriptions is a seriously responsible task that requires your full attention and dedication. Make sure you develop a clear strategy for always nailing each new meta description and showing your professionalism in every aspect of it.

Hopefully, the tips above will help you improve your writing skills and create meta descriptions that work with you on achieving your goals.

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John Doe

Architect & Engineer

We love that guy

Smartphone Statistics To Drive Your Mobile Advertising Strategy In 2020 (1)


The internet is increasingly mobile! In 2020, more people own a smartphone than a toothbrush and we’re spending almost three hours a day glued to their tiny screens.

What does this mean for business?

Users want mobile responsive content they can interact with on-the-go and they want it to be as good as other online content.

While you’d be forgiven for thinking this is a B2C problem, research suggests B2B buyers increasingly want their B2B buying experience to be comparable to the one they get as a consumer.

Plus, it’s a trend that’s set to gain traction as younger buyers enter the B2B market.

But it’s not just user’s preferences you need to think about. Search engines also put increasing emphasis on mobile content. In September 2020, Google will go mobile-first and place mobile-optimised content ahead of other content in the SERPs.

Which means that, If you’re building a presence for a B2B business online, you need to:

  1. Understand how people use the internet on their phones
  2. Build your marketing strategy around their wants and needs

To help you do that, we’ve put together the infographic below. It’s stuffed with all the smartphone statistics you need to hear this year.

Embedded from UKWebHostReview

3 key takeaways for B2B business

1.There’s no social media without smartphones

In 2019, more than half of social media engagement came from mobile users. And if the ongoing rise of mobile-only social platforms like WhatsApp, TikTok and Snapchat is anything to go by, mobile is taking centre stage.

A recent report by Boston Consulting Group suggests this isn’t just a B2C trend. 80 per cent of B2B buyers use their mobile at work and 60% say it plays an important role in their buying process.

Which means you need to think bigger than making existing content more mobile-friendly. Instead, think about developing some mobile-only campaigns. What do we mean by ‘mobile-only’?

Mobile-only marketing campaigns are created to meet the specific needs of mobile users. So they make use of the technology we have on our smartphones. For example, your mobile-only marketing strategy could involve:

  • Creating an augmented reality app that allows potential purchasers to see how your products work without taking them out of the warehouse
  • Tag your field-based service products (e.g. vehicle hires) with a QR code connected to a landing page
  • Use messaging apps to run groups or forums for your niche or industry

… and much more besides.

2. Mobile is just as important to brick-and-mortar businesses

If you thought mobile marketing was just for online businesses, you’d be wrong my friend.

40 per cent of mobile searches reference local goods and services. Which means that owners of brick-and-mortar businesses need to be just as smartphone-savvy.

If you run a local B2B store (e.g. builder’s merchants, service providers), your most important task is to mobile-optimise your entry in Google My Business and other directory listings. If your business appears in Google’s Local Pack, you’ll experience a significant increase in footfall.

Plus, don’t forget that your buyers enjoy the consumer experience. So, don’t discount mobile marketing schemes as a B2C tactic. No matter what hat your buyer is wearing, they’ll still enjoy rewards customer loyalty discounts offered through a mobile app.

3. Smartphones make advertising more global

Run a B2B business with global reach? You need know just how important mobile is outside of Europe, North America and Australia.

While smartphone penetration in the US (77%) and the UK (82.2%) has remained unchanged, it’s risen dramatically across South Asia and Africa. Smartphone are no longer a luxury item for the few, but an essential tool for taking part in modern life.

In fact, by 2021, it’s estimated that 3.8 billion people (almost half the global population) will own a smartphone and it’s often the only internet-enabled device individuals have outside of the office. So, invest in mobile marketing for your global audience and you’ll start reaping the rewards now.


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John Doe

Architect & Engineer

We love that guy

4 Steps to Taking Your Data Enrichment Strategy header

Introduction – Taking Your Data Enrichment Strategy to the Next level

Your company’s marketing team has done a great job bringing in new leads to your CRM, and now it’s your turn to make some sense out of an overwhelmingly long list of new contacts. Depending on the landing page a given new prospect filled out, you could have various pieces of information for each contact such as their name, email, company name, or job title.

Your first thought? You feel like you’ve suddenly become a detective that has to piece together all the clues provided for each lead, and while that’s true, and you will need to do some detective work, don’t jump the gun! You’ve got a couple of steps to get through before you start digging around LinkedIn.

Step 1: Brainstorm your Ideal Buyer Profile

If you were to envision the McDreamy of companies to fall into your CRM lap, what does it look like? Does this company do B2B or B2C? Are they active on social media? Does the company belong to a specific industry? Looking for a business that’s more local, or are you in the market to expand your circles internationally? With your Ideal Buyer Profile in mind, you’ll be able to make a better judgment as to who you want to spend your time developing relationships with.

Step 2: Create a Prospect Fit Matrix

Before you even begin to look at your CRM, grab a piece of paper (or open up a new Doc on your computer) and make yourself a table with three columns. Congrats! You just took your first step in creating your very own Prospect Fit Matrix. This will be your ultimate cheat sheet to grade each contact on how closely they match your Ideal Buyer Profile and therefore how good of a fit they might be for your company to take on as a client. Each column will represent if a given new contact is ranked strong, moderate, or weak in various categories. The checklist will be comprised of areas you’ve created during your brainstorming phase as such industry, location, role, and engagement. Keep this handy as you begin to do your research about your prospects to give you an objective view of who you’re really looking at. Just like when looking for any match, you can get distracted by flashy or interesting companies, but if they’re not a good fit for what you’re truly looking for, they’re probably not worth your time.

How To Create An Effective Inbound Marketing Strategy Call to Action

Step 3: Get your Sherlock hat on

Now that you’ve prepped your Ideal Buyer Profile and got your Prospect Fit Matrix handy, you’re ready to dive in. To get started, choose a contact. What information do you have about them? If you have a company name or website, go check that out. A website, while not as concise as LinkedIn will give you an in-depth understanding of the company and how they present themselves. It will give you a feel for the audience they’re looking to attract, their organizational culture, their products or services, and possibly even their pricing. If you’re looking for a company with a strong social media presence, those links are usually provided at the bottom of each page or on their Contact Us page. This will help you begin checking off items on your Prospect Fit Matrix. Still have some more categories to check? Head on over to LinkedIn.

First Step to Taking Your Data Enrichment Strategy to the Next level - Invetigate!

On Linkedin, you’ll be able to get an overview of the company in a snap. See their location, industry, and number of employees on one page. If you’re having a difficult time getting an idea of their annual revenue, seeing the size of the company can help you ballpark how much they’re bringing in based on how many employees the company can support.

Notice how up until now, we’ve mostly been talking about the company in question, not the personal contact himself. Sometimes the contact is the decision-maker you’re looking to get in touch with, and sometimes the contact’s someone in a more basic or mid-level position. Don’t worry! There’s a good chance that contact was sent out to do research and they found your site. If they’re otherwise a great fit, reach out to them and ask if there’s someone else in their company they suggest you get in touch with.

Step 4: Now vs. Nurture

As you go down your list filling in the blanks of each contact’s info, start moving them into one of two lists: Connect or Nurture. Your Connect list will include all your strong leads that scored high in just about every category on your Matrix.  These eligible partners you can later reach out to via phone or email. Your Nurture list includes contacts that didn’t score as well, but that doesn’t mean they’re duds! Subscribe them to your monthly newsletter to keep them in the loop about how you’re growing and continually feed them valuable content. That way, if and when the time comes that they’re more in your league (e.g. the company’s annual profits grow, the contact gets promoted to a decision-maker position), you’ll be the first company they think of to contact. Another great way to ensure they remember you is to follow them. Be in on LinkedIn, Twitter, Facebook, or Instagram, you can give their content some love with likes and positive feedback. They might just follow you back making it the beginning of a beautiful friendship.


Data enrichment can feel tedious. By following these simple 4 steps though, you’ll be sure to organize and prioritize your contacts by filling in the blanks that are important to you! Looking at contacts that fulfill all your informational needs, you’ll have the best chance of going after the prospects that have the best chance of turning into Prince Charming customers.

If you found this useful, it might interest you to learn how to leverage your marketing efforts by implementing an inbound marketing strategy. Download our “How to create an effective inbound marketing strategy” guide and learn all about it.

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John Doe

Architect & Engineer

We love that guy

seo mistakes header

Introduction – The 7 simple SEO mistakes

High-quality, informative content is one of the most important success factors in B2B marketing. 

In fact, research shows that 89% of B2B marketers are using content as a main channel in their marketing strategy. With that said, just 19% rate their organization’s efforts as successful and only 41% are clear on what an effective or successful content marketing strategy even looks like.

Though there is indeed an impressive growth in the use of content as an essential tool in their marketing strategy, B2B companies and marketers are still making SEO mistakes that are simply killing their content quality and marketing efforts. This post will teach you the core SEO mistakes that are killing your content strategy.

SEO and B2B Content Marketing 

The B2B space has its own unique requirements and considerations, and it differs from B2C in some core aspects:

  • Product/Service Value

Most B2B products/services usually cost more than B2C products (a pair of jeans profit potential in most cases is up to about $100 while a SaaS (Software As A Service) solution can be $1000 a month).

  • Decision Makers

In B2C, it’s usually a single shopper who makes the purchase decision. In a B2B company, there are various decision makers involved.

  • Buyer’s Journey/Buying Cycle

For both B2B and B2C, the buyer’s journey usually goes as follows:

  • Awareness Stage: Problem or need identification.
  • Consideration Stage: Possible solutions research, comparing between the different products available.
  • Decision Stage: Reaching a decision and making the purchase

B2B content marketing strategy usually deals with many sets of keywords and search terms to target buyer personas who are decision makers at the different stages of their buyer’s journey.

Search engines are a great way to get in front of these prospects at earlier stages of their research process, but all too often, marketers themselves are the reason search engines hold your content back from prominent positions in their search results pages (SERPs).

SEO and content

Although they are usually treated separately, content marketing and SEO goes together like cereals and milk. SEO is all about keywords, backlinks and great onsite optimization.

The best way to get  backlinks is by publishing killer content, and letting the masses link back to it.

Now that we’ve established the connection between B2B content marketing and SEO, we can start laying down the SEO mistakes that are killing your content marketing strategy:

  1. Creating short content: Google loves long, in depth, informative content that satisfies the searchers needs. Generally, the more in-depth the content is, the more likely it solves the searcher’s intent or question. As opposed to that, what Google hates the most is when searchers click a link on a SERP, sees that it’s not what they were looking for, and immediately bounces off by hitting the back button – this is called Pogo Sticking.



This doesn’t mean you should be writing long for the sake of long (it also doesn’t grant you permission to be boring or paste large batches of text that are unscannable and tiring, but more on that later on). Do however make sure your content is comprehensive enough to answer searchers’ questions. A good strategy would be to determine the main keyword phrase and google it, to see how long the content in the 3 top SERPs is and make sure yours is longer, more concise and more in-depth. Make sure to add something to that content that others didn’t to make it more valuable to the readers (and the search engines).

2.Using too long paragraphs: Without refuting the above, a good way to lose your reader’s attention, is using long paragraphs. Most people SCAN, not read. Short paragraphs encourage reading by being easier on the eyes and are easier to understand.

3.Not making content breaks: In the age of smartphones, the average reader’s attention span became even shorter than that of a goldfish. The importance of recapturing the reader’s attention continuously throughout an article became even bigger. Breaking up the text, using subheads, lists and images, will help you keep the readers on the page (and get noticed by search engines).


4.Misspellings in content: According to Google’s Matt Cutts, while misspellings are not used as a direct signal in Google’s (over 200 different) rating factors, “reputable sites does tend to spell better than sites with low page rank”. While probably not hurting your ranking, misspellings sure can hurt your credibility in the eyes of the readers and chances of getting linked to.

5.Not doing optimization: Your content is part of your website. Like the latter, every single piece of content should be optimized both for search engines and readers. You can, and should, optimize your content’s meta information like you do for your site. Write unique meta titles and descriptions for each of your content. Same goes for optimizing images and using CTAs. This will increase visibility on SERP and shareability on social networks.

6.Not creating outbound links: The most unfortunate misconception in the SEO industry, is that a page/site will lose Authority/Page Rank/Trust if directing users to external sites with outbound links, this is utter BS. If your content is only “me talking” and does not link to other content, why would readers and search engines find it credible and authoritative enough to link to you (and rank you higher)? Content that is more well-researched usually cite sources by linking to it. Google also recognizes this as a signal for that site/page credibility and users will more likely trust and share (and link to) this content.

7.Not promoting your content: Your content being better than anyone else’s doesn’t mean it will instantly go viral and reach No. 1 ranking on SERPs. Though it’s a more cost-effective way of promoting your content, a great (white hat) SEO strategy takes time. Today, marketers can’t afford to neglect any type of owned, paid or earned media in their strategy. Combining the three will help you attract, convert, nurture and close leads. Find what mix works for you by focusing on your overall marketing goals. Each goal will require a different combination of media, finding the right mix and constantly evaluating and measuring it against set KPIs will help you reach your marketing goals.


Ensure your content marketing success by applying these SEO techniques in its implementation. Implementing these techniques properly will lower your marketing costs and help boost the results of your content marketing efforts.

If you found this useful, it might interest you to learn how to leverage your marketing efforts by implementing and inbound marketing strategy. Download our How to create an effective inbound marketing strategy guide and learn all about it. Get your FREE copy ==>

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John Doe

Architect & Engineer

We love that guy

Google AdWords For B2B header

Introduction – Google AdWords For B2B

For B2B companies, campaigning on Google AdWords can often be a grueling and unrewarding experience. The process is different compared to B2C for a number of reasons. Perhaps the main difference is that business-to-business relationships are ongoing, require trust and the sales process generally takes longer than business-to-consumer relationships. Also, the B2B decision-making process often takes place on multiple levels within the company’s hierarchy.

For those reasons, generating quality leads that would potentially turn into customers using AdWords requires patience fine-tuning and a customer centric strategy that puts content in the center. This post will help you separate the good and bad practices of using Google AdWords for B2B purposes.

1. Do…

Generate the right content for your audience

In order to generate quality B2B leads, a business should create relevant content for its audience with respect to their stage of the buyer’s journey.

Buyer's Journey

Trying to sell to a prospect that doesn’t trust you by using direct response ads is a sure way to fail. You need to figure out what your prospects needs and challenges are and be there to add value when they are searching for them..

Google AdWords can be a highly effective way for increasing your content visibility. A thorough knowledge of your buyer personas and their typical buyer’s journey will provide you a more subtle and focused customer-centric approach. Placing the right content at the right place and time will help attract prospects, convert them into leads and then hopefuly customers.

One way to understand the buyer’s journey is to turn to your current customers and ask them about the journey they went through prior to choosing you as their business partner. How did they access your site (mobile or desktop), what are their goals, what are their biggest challenges, what formats do they prefer  and so on – these are all questions you can ask to gain valuable insights. This is perhaps the most insightful data that you can obtain because you already know these customers are a good fit for your company.

How To Create An Effective Inbound Marketing Strategy Call to Action

Boost content visibility 

Advertise your content so that it will show up on relevant search queries. Create eBooks and unique content offers and offer them as gated content, provide the content in return for the prospects email address. That way you will be providing value and generating leads who are interested in learning from you.

lead generation conversion path

Follow through with your content

Educating your prospects in only the first part of the buyer’s journey, aka the awareness stage of the buying process. Most buyers go through a consideration or evaluation stage next where they evaluate the potential ways of resolving their problem before reaching a final decision, which is when they are ready to buy. Successful businesses create content that accompanies the buyer all the way through from the initial to the final stage of the buying process. Use remarketing campaigns to amplify the process, nurture your leads and push them down the buyer’s journey.

match content with buyer's journey

Evaluate and test your content’s performance

Keep a close eye on your campaigns and see if they are generating the results you are expecting. Bear in mind that many factors have a role in determining overall content performance so you should steer away from using a single metric only. Any marketing metric you decide to use should correspond to the marketing goal of each piece of content you generate. Evaluating and testing will help you optimize your strategy based on actionable data.

2. Don’t…
Force the sales aspect

B2B is about building trust and creating long-standing relationships with both potential and current clients.

For B2B, Google AdWords should be used as a way to amplify Inbound Marketing with a clear notion to:

  1. attract (turn strangers to visitors)
  2. convert (turn visitors into leads)
  3. close (turn leads into customers) and
  4. delight (turn customers to promoters)

Generating results using AdWords campaigns to amplify Inbound Marketing takes time but will eventually pays off. Remember that your prospects are absorbing your content before your sales people even know who they are. Forcing the sales messaging and campaigning for your solution, rather than catering to your prospects, minimizes your chances of an effective AdWords campaign and ultimately costs much with low quality and un-nurtured leads.

Be too traditional

The same goes for being too traditional. You will only spend money and generate leads that are mostly irrelevant to your business. Gone are the days of measuring reach, views, likes etc. Those are vanity metrics – they’re not indicative of your true performance. A wider range of actionable metrics such as conversion rates, traffic sources and others provide a better focus on how advertising is driving revenue.

Be inconsistent with your campaigns

The main idea behind amplified Inbound Marketing is to help potential clients find an answer to their questions when they have them, not when you think you should be asking them. In order to do so, you need to consistently produce engaging content and make sure to advertise it so that your prospects will find you when they are seeking info (with time, your Inbound efforts will yield organic results, AdWords will help close the gap until the SEO magic happens)


Unlike their B2C counterparts, B2B businesses have a harder task when it comes to generating quality leads online. Google AdWords presents a strategic approach to developing more efficient and quality search results, which convert to relevant leads. Finally, those leads can turn into potential customers. However, there are certain principles to follow and others to avoid if you want to drive your audience toward the content on your website. Creating the engaging content for your targeted audience can be the difference between gaining a new customer and losing money.  In the ever-changing B2B environment, where your audience is searching specific queries, that might be easier said than done. Nevertheless, follow the guidelines in this post and your Google AdWords campaigns just might wonders for you.

If you found this useful, and you’re curious to learn more and find out how to create a long lasting B2B marketing strategy, we invite you to download our How-To guide for creating an Inbound Marketing strategy


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John Doe

Architect & Engineer

We love that guy

analyze your backlinks profile header

Introduction – analyze your backlinks profile

A healthy backlinks profile is an essential part of your brand’s SEO strategy.

All too often, many companies find themselves frustrated when they are obtaining backlinks according to plan, but failing to get traction in search results.

Though the guidelines for websites in all shapes and sizes remain, the perfect backlinks profile is different for every single site. What makes for a perfect backlink profile for a small blog won’t work for a B2B website. A popular DIY blog can’t seek the same links a SaaS company might seek. Companies are neglecting the big picture of their backlinking strategies, and their backlink profiles suffer for it. This post will walk you through the basics step to analyze your backlinks profile.

Once upon a time (about 20 years ago), SEO was all about keyword quantity and density. Those then called webmasters, used a whole lot of shady methods such as placing white text on a white background and stuffing that “invisible” text with keywords. Users couldn’t see it, but the search engines could. That was called cloaking. Other similar levels of blackhat SEO existed and flourished with backlinks, such as a site going from zero backlinks to 100,000 virtually overnight.

Since then, Google and other search engines have become much more sophisticated in detecting various spam links and tactics. All sorts of exotic animals (Penguin, Panda, Possum and Hummingbird if to only name a few) shook and changed the very foundations and face of the SEO industry in those two decades.

These days, if a company wants to rank well on Google, the currency is quality.

Quality content, quality (and topically) related backlinks, quality website code. The bottom line is that Google want to send their user base to a spam free environment.

Links are basically being used by search engines as “votes” and endorsements for websites, that help arrange its rankings and authority. The more authoritative and trusted domains there are in your backlink profile, the stronger your website will become and higher it will rank.

In short, backline quality means that you’re linked from good neighborhood websites that are trusted by Google and their users.

If your website is brand new, this may not be a big deal. Probably because you don’t yet have any links pointing to it. Nevertheless, this doesn’t mean you should not consider quality over quantity right from the very start.

If your website’s been around for a few months or longer, there is a good chance that you have some links pointing to it. Some may be good, some may be mentions of your brand (on social media for example) and some may even be harmful for your site.

Because of this, it is essential to audit your backlinks profile and analyze it regularly.

Essentially, a kick ass profile should include:

  • Natural diversity of links from smaller and larger, authoritative sites
  • Relevant niche/industry links
  • Relevant local links
  • Social mentions/Reviews

So, how do you carry out a professional analysis process for your backlinks profile?

1. Choose your Backlinks Analysis Tool

Before you master the art of creating the perfect backlinks profile,  start by choosing a backlinks analysis tool.  There are a lot of tools out there offering backlinks tracking, as well as other cool features. Some of the favourites among SEOs and Digital Marketers are:  Ahrefs, Majestic SEO and SEO Powersuite (to name a few…).

Personally, I recommend testing two or three tools over a period of time and choosing the most accurate one that best suites your needs (and budget).

You can check out this article by Neil Patel that gathers 9 Backlink Analysis Tools to choose from.

2. Look for the Root Domains within the backlinks

“The root domain is the overarching structure which contains the subdomains and every URL of a site. If you want the data for an entire site, sticking with the root domain will likely be the easiest way to access this data. An example of a root domain would be example.com ” – Check this definition by Majestic for further explanation of domain levels.

You should look out for root domains because they are typically with higher authority and trustworthiness than subdomains or folders. You want as many root domains telling Google that you’re awesome at what you do. However!  Not all root domain backlinks are a win, they should be topically related to your expertise or field. For example, a link from a major news site is great, since they are usually considered high authority and getting loads of traffic. But those sites may not always be contextual and relevant and therefore might not contribute as much as you’d like to imagine. Try and put your efforts on getting referred by relevant sites for your niche.

Most of the analysis tools mentioned above offer the option to view referring root domains to your site.  You can also check for root domains on your Google Search Console dashboard:

check root domain

3. Understand MozRank, Trust Flow and Citation Flow

To fully evaluate the profitability of a site linking to you, there are number of metrics to consider.

If you have a friend who has a tendency to tell you a lie every once in awhile, then every time that person gives you information, you will tend to take it less seriously, correct? Google appreciates relationships between websites in the same manner

If Website A links to Website B, it’s like Website A is vouching for Website B and telling Google “Hey, this guy knows something about this subject, you should definitely check what he has to say”. Google’s is not so gullible, though – quite the opposite. Google trusts websites that people visit, interact with and share on social media the most. If Website A is a trusted site, then Website B will receive a boost in status.

With the extinction of Google PageRank, secondary metrics matters a lot. Metrics like MozRank, Trust flow, and Citation flow are becoming more and more important ranking factors.

MozRank – represents a trademark metric for a page’s authority score by MOZ. It reflects the importance of a given webpage. It’s earned by the number and quality of other pages that link to them. The higher the quality of the backlink, the higher the MozRank.

Citation Flow – represents a trademark Majestic SEO metric for how influential the backlinks to your page are based on how many sites link to and from it. Majestic use it in conjunction with the:

Trust Flow – which is the metric representing the overall page’s authority score. It’s designed to decide how trustworthy the webpage is, based on the quality of backlinks pointing to the link (the Citation Flow).

4. Understand the difference between Dofollow or Nofollow links

Essentially, there are two types of links that point to your site. To understand do/nofollow links, one must understand the term SEO Juice. Which is the power or equity passed to a site via links from external or internal sources. This power is interpreted as a vote of recommendation towards your site and is one of the most important factors in determining your site’s SERP ranking.

SEO juice

SEO Juice anyone?

The difference between Dofollow and Nofollow backlinks lies in the fact that Dofollow links let the “SEO juice” flow, while Nofollow links are blocked from letting SEO juice flow.

Do follow links obtained from authority domains boost your site’s authority and improve your site’s ability to rank higher. However, when a link is marked as Nofollow, Google’s rankings discount it and it does not add power to your ‘link juice.’ But just because a link doesn’t directly impact your rankings on Google for specific search queries doesn’t mean that it lacks value. In fact, Nofollow links may have a ton of relevance and authority (in the case of posting helpful comments on an industry Linkedin group, for example).

5. Aim for Dofollow and Nofollow links diversity

The worst thing you can do for you link profile is to have all of the same kind of Dofollow links from only a few domains, even if they are from high authority publications. This may signal to Google that your ‘link juice’ has been nothing more than doping and that you are more interested in bolstering your rankings for sales purposes instead of trying to provide the most relevant and authoritative information for a specific search query. This will end up having the opposite effect that you intended, and will penalize your website in rankings.

6. Backlink Velocity

In essence, link velocity is how fast you are gaining links to your website.

Some blackhat spam methods involve sending hundreds or thousands of links to a website in a day or over the course of a week.  This method is not only likely to get your website penalized, but you could be de-indexed for using it. While sending thousands of links to your site in a short period of time is absolutely not recommended, link building can be faster or slower depending on your traffic and the rate that you have historically gained links.

For example, if you are averaging 30 site visitors per week, yet received 25 backlinks in a given week, Google might flag your site. Google does this because the backlink pace does not seem natural.

However, if you are getting 250 visitors per week, Google might not be concerned about you getting 25 links in the same week, especially if your content is good and visitors are typically on your site long enough to read the content and share it. Backlink velocity is shrouded in mystery – no one really knows exactly how Google weighs it, but be sure that it is better to grow backlinks slowly than get penalized.

Remember, don’t try to oversmart Google. Some methods may seem profitable in the short term, but suddenly you’ll start noticing drops in ranking. And believe me, it’s a pain in the ass to recover from manual penalties.

7. Competitors link analysis

Lastly, don’t forget to compare yourself to your competitors and see how you stack up against them.

Almost every SEO analysis tool offers a way to “spy” on your competitors.

Monitoring your competitors on an ongoing basis will give you a different angle on the current status of your market. These insights may also make an excellent baseline for planning an intelligent backlinks building strategy. Discovering the keywords your competitors are targeting and how they rank for them will give you an advantage, since you can actually learn from other’s “mistakes”.


Building a backlinks profile is only one part of a successful SEO strategy.  But without a doubt, it is still the most important aspect of search engine optimization.

Although much has changed from the first days of SEO, the internet is still all about recommendations from the right neighbors. Auditing your backlinks profile and analyzing it regularly is a vital process for a business online growth.

A site is not judged only by the quantity of its recommendations, but the trustworthiness, quality and topical relatedness of these referrals. A referral is always almost good, as long as it comes in a natural way. Even if the link doesn’t seem profitable, someone still vouched for your site.

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John Doe

Architect & Engineer

We love that guy

remove unwanted results from google header

Introduction – remove unwanted results from Google

Discovering your business has a bad search result associated with it, is a business owner’s worst nightmare. All of the hard work you’ve put into ensuring your customers are satisfied with your product or service, may be thrown out the window as a result of one review which found it’s way to the top of your branded Search Engine Results Page (aka SERP).

If you notice a bad review, slanderous remarks, or other negative content showing up at the top of your branded search results, instinctively you would want it removed. Right?

Luckily, there are a handful of techniques and strategies, used primarily by companies in the ORM (Online Reputation Management) industry, to remove unwanted results from Google and make defamatory content vanish.

They are two ways to approach this issue:

  1. Entirely removing the unwanted result or
  2. Suppressing the unwanted result

This post will walk you through both.

1. Removal

There’s a difference between removing content you have control over, vs. content that’s out of your control. Let’s start with the former:

Removing Content from Web Pages You Own/ Control

The need for this might arise when you’ve realized that you have pages that are no longer relevant for various reasons: old products or staff members, tour options you no longer offer, or pages that are simply causing duplicate content on your site.

The majority of website owners choose to simply delete the unwanted content. They probably do so because they don’t know any better. The problem with entirely deleting pages from your website is that since you’ve already established the pages on the net, they’re likely to be linked from other pages on your own site as well as external links from other sites (such as social media mentions, bookmarks, shares, or even plain old linkage).

When you delete the content, Google (and other crawl bots) immediately identify that page as a missing page, which may harm your SEO efforts and overall rankings.

There are three way to overcome this issue:

  1. remove pages with the Google Remove URLs Tool via your Search Console account
  2. exclude pages from being crawled using your Robots.txt file (if you’re using WordPress, Yoast SEO is a wonderful tool for this)
  3. indicate that the page should not to be indexed using the “noindex meta tag” (this method is not as secure as the two methods above and may be a little tricky if you don’t know your way around coding).

Make sure to clean up after you and never leave a missing page by applying one of the three solutions above.

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Removing Content from Web Pages You Don’t Control

More often than not, a negative search result will appear on a page you don’t own. Somebody may post a negative personal experience they had with your product, a bad review on social media, and so on. You know the drill. (Since this post is about removing negative results from Google, I won’t go into the hidden opportunity behind bad reviews, but rather recommend reading this article by Joel Goldstein on Lifehack on ways to turn negative reviews into positive results).

Since you don’t own those sites, you’ll need help removing the negative content. It’s not easy, but in many cases, it can be done. There are two ways to do this:

1. Contact the website owner

Simply Reach out and ask them directly (but politely). For example, you can ask a blogger to remove their negative post. If you can explain why they should remove it, or how you can improve their experience with your product or brand, they may reconsider their stance on your company and even turn the bad review into a positive one.

Remember: Bad reviews don’t mean bad business, they create buzz (did anyone say Miley Cyrus?) and when handled right may even help future prospects in their purchase decisions by showing them you care about your customers.

2. Contact Google

Google offers several ways for website owners to remove wrong, personal, harmful or outdated content from their search results.

For example, publishing sensitive financial or personal information is against Google policies. Anything that can be used to commit fraud is not allowed. Offensive images or videos are also a violation. If you notice negative content that violates any of these policies, contact Google and ask for it to be removed. Bear in mind, the page will still exist, it would be just blocked from appearing in Google search results.

If the content you want removed is simply outdated OR the page no longer exists, simply use the Remove outdated content tool. Google is very strict about how to use and not use this tool, so use it only if the result snippet or the cached (stored) result in SERPs is different from the current page.

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2. Suppression

Suppress Negative Content with Reverse SEO

Reverse SEO, also referred to as search engine suppression, is a method used in the ORM industry to minimize the reputation damage of negative content.

Very much like SEO, which uses strategies to make your business more visible in SERPs, Reverse SEO uses a variety of techniques to suppress negative results on Google Search and other search engines, causing the positive pages to move above the negative ones so that nobody searching the name of your business will see the unwanted results.

This is the backbone of how ORM experts mitigate the impact of negative content about your brand. Much like fighting fire with fire. Instead of trying to remove content, you create more in an effort to bury the negative content in the search results.

In most cases, Reverse SEO is not only effective at removing negative content from the first few pages of search results, but it also works to strengthen your online branding and promote your business in a positive light.

Most searchers will only visit the first few links on SERPs. As you create SEO-focused content, your page rises to the top of the search ranks, while other pages move down. If you can get the negative content pushed to the third or fourth page, it’s likely that consumers won’t even see it.

Suppressing the Bad Links

There are plenty of ways to bury bad links, all of which are very manageable and very effective:

  • Start a company blog and post excellent content regularly.
  • Optimize content you already have on the web, like pages on your company site.
  • Create quality content and link it to and from a variety of authoritative websites that are topically relevant to web pages you’re promoting
  • Set up social media profiles and make sure you’re active on all of them (leverage bad reviews to show proper customer care).
  • Publish and promote other types of media like videos, images, and podcasts.
  • Leave useful or positive comments on other influential websites within your industry.
  • Become a thought leader by publishing expert advice in professional forums.

Suppressing negative content is much like traditional SEO, because the new content you create should be optimized to outrank the negative results. The more types of content you create, and the better the quality is, the more likely it will be to rank above the negative content and thus make it less visible.


When dealing with negative content about your business, don’t panic. Channel that negative energy into creating a strategy to make that content disappear by getting it removed or pushing it into the depths of search results.

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John Doe

Architect & Engineer

We love that guy

B2B SEO header


Sooner or later, every CEO/CMO of a B2B Company ask themselves “should I even bother with this SEO crap? Is it really worth the time, efforts and budget allocation?”

I’ve heard many forms of this, dozens of times, from brilliant and successful people on many occasions. It’s always brought a big smile to my face. Not because I decried them, god forbid. But it proved to me how SEO has and still is perceived incorrectly by many business owners. Let me explain why B2B SEO is worth your time.

Before understanding why it’s important to invest in SEO, let’s quickly recap what exactly SEO is…

Search Engine Optimization is the process of affecting the visibility of a website or a web page in a search engine’s (Google for example) organic search results. “It is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine” – Webopedia
Since its early days, SEO has always had naysayers insisting that this marketing discipline is a passing fad, or that it’s dead. Well, not only has it survived this long, it’s actually thriving. With over 3.5 billion searches per day made on Google alone, it’s no wonder that the $65 billion worth industry is steadily growing, with no end in sight.

SEO meets B2B

B2B transactions are characteristically different from B2C transactions since decisions require collaboration and coordination between various entities in order to reach the final stage of the transaction. It’s no surprise at all that all B2B dealings turn out to be ongoing processes that involve a certain lapse of time between researching the product and placing the order.
Since the research done in B2B marketing is far more intensive than traditional product purchase research, it goes without saying that search engines play a dominant role in B2B purchases whereby they are extensively used during the (early and mid) research phase of the transaction.
Most B2B internet searches start with a generic term, which means your prospects are looking for a product or solution, not for your brand. It is important to understand what prospects and customers are searching for, and your company website must contain a steady stream of rich content that provide answers for your prospects problems.
To make sure your ideal customers find your site on top of the SERP (Search Engine Results Page), you should first create buyer personas, which will help you identify the people you’re trying to reach and their commonly asked questions. Then tailor that content to their stage of the buyer’s journey.
In the past two years, the way people research and buy online went through some dramatic changes.
Business buyers rely on the internet during their research and selection process. But did you know that more and more of these decision-makers are using mobile devices? In fact, B2B mobile usage is intensifying throughout the entire buying cycle.
Nearly three-quarters of online buyers are now using mobile to search and shop. For B2B marketers, this means your prospects and your buyers are using mobile devices more frequently than ever, at the office, on meetings and outside of work hours, to make critical business decisions.
With Mobile devices being deeply personal devices, quite logically, Google’s investigative efforts in 2016 (And 2017) seem almost fully devoted to personalized, semantic and predictive search. With Google’s announcement of a mobile-first indexing in November 2016, providing a favorable mobile experience is absolutely required to continually engage prospects and drive leads and sales. Moreover –  voice search, machine and deep learning began to be used by default in every facet of Google Search. Thus, we should expect them to be used even more in 2017.

Ready to Step up your marketing?


SEO and Content marketing

“Content Marketing” was undoubtedly the key buzzword of 2016. With 29% of brands’ total marketing budget spent on content marketing alone, and 39% of which anticipate that budget will increase in 2017.
Assuming your business is part of those 80% of B2B companies that have a content marketing strategy, you already know the importance of content for lead generation, brand authority and dozens of other aspects for your company’s success.
Even-though most of the time they are treated separately, content marketing and SEO goes together like PB&J. “Yes, SEO and content marketing are distinguished from one another in several critical areas. And while they have points of differentiation, you still can’t separate the two entirely” – says Neil Patel on Kissmetrics
The only way to ensure your content marketing success is by applying SEO techniques in its implementation. SEO demands content, keywords, linkbacks and great onsite optimization – content marketing answers all of these requirements.
Thus, your SEO campaign will fail unless you integrate content marketing. Your content marketing campaign will fail unless you integrate SEO.

SEO and your business

Every business aims to grow revenue, lower marketing cost, and of course become more profitable.
SEO can help mapping the organization’s top-level goals by identifying searches your target audience perform and then ranking for them. Thus driving more quality traffic with organic search and by that reducing the company’s dependency on advertising and other more costly platforms.
Search Engine Optimization was and still is, a must-have marketing discipline for businesses of any type and size. As a manager or CEO, your challenge is about how best to intelligently integrate SEO into your marketing mix to reap rich rewards.
SEO plays an important role in this research and buying cycle. It’s like a prospect magnet, attracting potential buyers to your website through critical and relevant keywords and phrases ranked high in search engines where searchers are already looking for information about them.
It’s about being where your customers are, and directing them towards solutions you offer them.


Without SEO, the chances of prospects finding your website are as scarce as finding a needle in a haystack. Without fully understanding the intent behind your visitor’s search and their unique and individual needs, the chances of losing the prospect forever is high. Getting them both right means more visitors, and more sales

Hopefully, these compelling reasons have convinced you about the value and benefits of an integrated SEO strategy in growing your business. Good luck!

And If you find this useful, you’re invited to download our B2B Marketing Best Practices that Every CMO Must Know Ebook. Get your FREE copy now ==>

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John Doe

Architect & Engineer

We love that guy

10 Ways to Nail Inbound Link Building header

Introduction to Inbound Link Building

Building inbound links, aka backlinks, represents the process through which another website links to your website or blog. Literally, they are the links on other websites that lead and direct users to your own blog. The amount of inbound links to a website has a significant influence on the website’s SEO ranking. However, we’re playing a game of quality here, so the links you generate need to be from relevant, high authoritative websites with natural and reasonable anchor texts (the text that is being hyperlinked).

Any company, striving to generate relevant inbound traffic should spend time link building. This post will walk you through 10 pro ways to tackle this.


1. Write for people, not search engines

Successful Inbound Marketing is about educating and providing value to your prospective target audience. Make sure your content strategy doesn’t revolve around trying to rank on SERPS with no regard to your readers. Publish remarkable content that people will want to share and link to.

2. Give to receive

The message behind this method is literally giving to receive back. As in, giving outbound links on your website or blog to others, preferably popular and authoritative websites, in order to get noticed by them and, accordingly, get an inbound link back from them (shoutout to Moz, cough…). Now is the time to mention that websites with a higher authority than yours will have less of an incentive to link back to your content. That’s where the quality of your content steps into place. Be valuable and the web will acknowledge it. You can find out which websites are already linking to your blog using the Ahrefs tool.

3. Guest blogging

Cooperate with other blogs and write guest posts. Seek blogs where your buyer personas “hang out” and always keep context in mind. Websites such as MyBlogGuest are a great way to find websites who are actively seeking for guest bloggers.

4. Case studies

Write case studies about other businesses, your clients, or volunteer to have a case study conducted on you. This is a helpful strategy towards gaining inbound links in an easy and legit manner. If you make others look good in your blog, a clickbait is promised to come from their websites (this probably goes without saying, yet when publishing a case study about one of your clients, make sure they approve of it first and don’t mess up your most important relationships in the sake of link building).

5. Contribue to discussions

Participate in discussions in forums, Facebook groups and Q&A sites such as Quora. This is both an opportunity to show expertise to your buyer personas, as well as to trigger their curiousity and encourage them to visit your blog and learn more on the subject at hand. Note that with respect to SEO, placing a link on some websites (Quora for example) will not count as a point in your website’s favor and will not help your placement in SERPS. While such links (called no follow) might seem useless from an SEO perspective, their value in generating contextual and relevant inbound links is golden.

6. Visual content

Visual Content Importance for Inbound Link Building

Source: seopressor

Quality visual content such as infographics or charts tends to get a credit back as an inbound link. Their usage is increasing daily, and not everyone can or wants to get in the fuzz of making them. So consider this a small hack to getting linked back to (the above visual defenitely got us to link back to Seopressor – case in point).

7. Slideshows and presentations

Lots of people hate to make presentations themselves and just wish for someone else to have already made a slideshow they could use for their own needs in their blogs or on their websites. Take advantage of this loophole and put together relevant slideshows and presentations, so that others will be able to easily backlink to you.

8. Newsjacks and press releases

Say a new company is launching a product or a new business and wants to make a bold statement about themselves. Catch the rope and write about it, then try to showcase it and hook on to newswires that would be willing to share it, with backlinks of course.

9. Ask for help

No need to go around begging others to backlink to you. Just make sure you have relevant content that you are confident is good enough and look around for websites that would want to share it. Ask around to see if they’d like to collaborate. This is both for getting you more inbound links, and is also great for getting feedback.

10. Learn from others

If you feel like your blog is lacking what it needs to be more shareable and get higher SEO rankings, a good idea would be to search around the net, take a look at websites you look up to and see who they are being backlinked by and what type of content is generating those links. Then return to your website, apply what you’ve learned and see if it works for you as well.

Summing things up…

The inbound link building tower is steep. Applying the above 10 tips should help you climb it faster. Sparing you the rest of the literary description, just remember that inbound links are essential in getting relevant traffic and attention to your blog and helping you in gaining noticed. Don’t hesitate to use them to their absolute, maximum extent, because you’re going to benefit from them, once you learn how to use them to your advantage.

If you found this useful, and you’re curious to learn more and find out how to create a long lasting Inbound Marketing strategy, we invite you to download our How-To guide for creating an Inbound Marketing strategy

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John Doe

Architect & Engineer

We love that guy

SEO reporting header

Introduction – SEO Reporting

A lot of SEO practitioners say that generating good SEO results requires a combination of voodoo, black magic and a load of experience. As it happens, reporting on voodoo is a bit of a problem, resulting in reports that are unreadable. On the one hand SEO is a slow developing process, on the other, search engines are evolving their algorithms constantly, making reporting clear metrics a bigger challange than other measurable marketing efforts.

As with all digital marketing reporting, the idea is to understand the bottom line of your efforts. This article will help you understand the main things to consider with regard to SEO reporting.

An SEO report should answer these questions (among others):

  • Are the efforts helping to reach organic search goals? Your goals should be derived from an indepth buyer persona and keyword research. Figure out which keywords you’d like your target buyer personas to find you by. What are the keywords that will be most efficient in converting the persona to a lead?
  • What SEO tasks have been completed this period?
  • How did the SEO efforts help to obtain your company’s goals (new contacts/leads/customers/revenue)?
  • What new opportunities are available to optimize organic searches?
  • Are there any new competitive threats that you should pay attention to?
  • What’s the status of your website’s health and back-links profile? Are there any risks at hand?

Below are the 3 main steps for a successful SEO Report:

Set goals and benchmarks

Quantifying the starting point usually helps clarify the final outcomes.

The key to a rockstar SEO report is determine clear goals. A valuable report should remind you of what the overall reason for the SEO investment is and it’s purpose. In order to effectively demonstrate progress, benchmarking certain metrics and including their values in the SEO report is key.

Your goals should be a measureable, attainable and time-bound. For example:

  • Increasing search organic traffic by 15% for specific persona/keywords in the following 2 months.
  • Increase keyword position by 1 place in 3 months.

Measure bottom line results

Ever since Google stopped sharing keyword information (SSL), we’re no longer able to measure the organic keywords of most of your traffic. This means that some targeted keywords, though not ranked super high, might be generating traffic, leads and customers.

A valuable report will detail relevant buyer persona contacts that were generated via organic traffic. Though the precise keyword source is unclear, this is an important metric that reflects whether or not you are on the right SEO track strategy wise. In other words, if you are not generating a growing number of relevant organic leads and customers, your SEO strategy needs to be evaluated holistically.

Marketing Automation eBook

Recommended SEO report structure

  • Organic traffic: amount and growth
  • Persona keyword positioning
  • Persona organic contact/customer acquisition
  • On-site SEO health
  • Percentage of goal acquired in relation with time left for attaining it.
  • New back-links acquired and back-links lost
  • On site SEO tasks completed
  • Link profile diversity
  • New threats (spammy link building, Google penatly hazard, etc)
  • Tasks to be completed (and deadlines)
  • Follwing month strategy including action items and deadlines

Conclusion – SEO Reporting

SEO reporting is a critical component of the digital marketing report. It deserves a conversation between your company and your marketing team in order to describe the opportunities for optimization that are seen in the metrics.

If you found this useful, I invite you to download our Digital Marketing MUST Reports and Measures eBook. This is your guide to start measuring what truly matters in your campaigns and take control of your spendGet your FREE copy now >>

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