Category: Search Marketing Articles/Tutorials

Google loves long-form content, so expect to find in-depth articles and tutorials in this section which discuss some of the most important, or most troublesome questions in search. We also may use this area for some case studies, so you can see both what we used as our strategy, and the results which followed. Our audit process ends with detailed site optimization plan, as well as a long-term search strategy (two years is about right). We typically optimize 12-15 top-level pages for our clients, meaning there may be dozens more pages in the SOP which we expect the client to optimize, or have us work on them. The reason for this two-phased approach is that we will start to see results immediately upon posting optimized content…but the rest of the content needs to work on the search terms which are moving up, and not deal with search terms where we do not see movement.

We’d love to answer your questions or help you with problems you have with your site, so as you dig into all the how-tos and read about our experiences with client sites, don’t hesitate to pop us an email. Something we’ve learned over time is that this is a field where people write incendiary posts, challenging the status quo, just to get traffic and links. The fact is that no two sites are alike, so whatever someone points out as an example to explain how Google evaluates websites may have no bearing on your site. B2B websites simply don’t have the options in social media and PR that e-commerce sites may have…in B2B, you are much more dependent on content custom-built for your products, talking directly to your customers. After all, not many people are tweeting about how much they love their new cloud service or blade server.

RankBrain Machine Learning and SEO

Machine Learning is Changing the “Rules” of SEO The one constant in search is that Google has always been looking for the best page to serve up to match the query of the searcher…their goal is user loyalty, so that Google can serve up ads to more people, more often. Search engine [...]

How to set up Google Analytics

Google Analytics Setup: Make your website a sales weapon, not merely a sales tool!  Websites have become the central piece of many companies’ marketing communications. Other media (print ads, collateral sales materials, sales presentations and everything Internet) point to the website so the prospect can get more information and interact with [...]

It’s back…SEO Success Chart

On-page and technical SEO success factors: what goes in before the page goes out  We had a client who was so enraptured with the full version of this chart that she handed it out to her CEO and her board. They had developed a list of 5 search terms which represented the KPIs for [...]

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B2B Prospect Behavior: Conversions, Goals and Funnels

B2B web marketing is about developing website conversion goals and understanding prospect behavior.  Once you have hired an SEO expert and the optimization process is underway, the universe of possible prospects from organic search is defined and content is developed to engage those prospects and tell your company’s story. The next [...]

Why Clients Choose RefreshWeb for PPC Management

When it comes to managing a successful PPC account, you want three things:  ExperienceHands-on day-to-day managementCommitment to excellenceRefreshWeb offers all three, along with Google certification; that's why we get to fly the AdWords Agency Partner flag.ExperienceDisciplined Budget ManagementOur PPC management team has successfully managed paid search accounts with budgets ranging from a few [...]