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By Sandra Zoratti,
VP-marketing, Ricoh Co.
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B2B SEARCH MARKETING
5 simple rules for effective search marketing
April 9, 2012 - 6:01 am EDT
Employ link-building. A recent BtoB survey found that only 42% of marketers concern themselves with gaining inbound links, a key to strong Google rankings. Make a more aggressive inbound link-building effort to gain a competitive advantage over slower-to-adopt companies. Focus on content. Content creation increasingly is seen as most successful in support of SEO, beating out keywords and phrases. Focus on compelling images, videos, webinars and blogs to rank higher in search results. Get socially active. With universal search now commonly viewed at the top of search engine results pages, social media marketing has become a potent supporter of search optimization. Get mobility. With more mobile devices in use than PCs, target audiences are searching while on the go. But fewer than one-quarter of marketers have optimized their landing pages for mobile. Take the lead to extend accessibility and awareness. Think local. For companies with far-flung local presences, be sure to add local business addresses and local citations to specific landing pages to drive these to the top of geolocation search results.
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