The B2B Weekly Roundup: July 9


The B2B Weekly Roundup

This week Dan Pacifico notes the importance for B2B marketers of understanding semantic SEO, while colleague Jenn Vitello focuses on the necessity of SEO and content marketing working in harmony. Andy DeBrunner continues the “search” theme with thoughts on the rollout of Graph Search to U.S. users by Facebook. Of course it’s often the right search techniques that bring prospects to your website; Leanne Terpak uncovers steps to nurture them and grow business through marketing automation. If you are searching for a Digital Trend Watch post by Andy Hunt, he has this week off. Catch you next time.

Chuck Manners, CEO

Search: Structured Data and the Future of Search

While search engines evolve it can be difficult for B2B companies to know what updates are most important. Recently, semantic SEO has become a buzz word and for a good reason. Semantic SEO takes advantage of all of the additional features that Google and Bing offer so that your website can stand out more prominently on search engines. Above, we linked to five frequently asked questions about semantic search. The article includes examples of how semantic search can help your website gain an edge by developing a plan for search engine markup languages.

Dan Pacifico, Search Marketing Analyst

Analytics: How to Grow Your Business Faster with Website Visitor Tracking

Using website visitor tracking to grow your business is a great strategy for B2B companies. This post from highlights a few ways to take advantage of potential lead opportunities through marketing automation:

  • Don’t miss out on the lead: Use marketing automation software to capture leads that come into contact with your site.
  • Profile and rank the lead: Utilize lead profiling and scoring to understand the online behaviors of the lead and their likelihood of conversion.
  • Customize content: Nurture the lead by creating and serving up content that they’re interested in.

Leanne Terpak, Analytics Director

Social Media: Facebook Brings Graph Search to all U.S. Users

While some of us lucky Facebook users have had Facebook’s new search tool “Graph Search” available to us for several months now, Facebook has finally decided to roll the feature out for all users in the U.S. The tool simply allows users to find more information about their connections more readily. For example, a search for, “Books my friends like” will return a list of books that can act like a virtual recommendation list from your friends. While the implications of searches like this are not direct analogues to B2B, it’s not hard to see that at some point in the future, other social media platforms (I’m looking at you, LinkedIn) might follow suit with similar offerings. Suddenly, a search for, “Drive and controls suppliers that my connections like” doesn’t seem too outlandish.

Andy DeBrunner, Social Media Manager

Content: How to Make SEO and Content Marketing Work for B2B

A B2B firm’s ability to thrive in a constantly changing online environment will hinge on its ability to create and distribute quality content that resonates with buyers. That means learning how to make SEO and content marketing work together. As I’ve been touting in previous posts, it’s all about producing quality content. Taking that premise one step further, when content is retweeted, liked, shared and commented on, that helps increase your search engine rankings. All of these channels work together and function as part of a healthy content lifecycle. In other words, feed the machine and you’ll never go hungry.

Jenn Vitello, Content Manager

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