3 ways to unite keyword strategy and website architecture

Keyword strategy and website
architecture need to be united

Keyword research is a critical part of maximizing online presence, and SEO needs to be given priority when designing a website. B2B marketers sometimes make the mistake of having inadequate website architecture to support sufficient search terms, according to Business 2 Community. Small-business websites often do not have enough content, but website architecture is important for search results. The article identified the following steps for aligning keyword strategy and website architecture:

1. Understand the brand and the B2B purchasing cycle
Keyword research tools can be vital for understanding the target audience of any product. Searchers may use terms and phrases differently than expected. Marketers have to understand and anticipate how potential customers use keywords to create a strategy that works. Researchers should use multiple sources to find popular keywords and variants used by actual searchers.

2. Identify high-performing keywords
Gaining an understanding of high-conversion and lower-volume keywords is important in order to drive the right people to a website.

3. Build information architecture into web design
Some web development projects focus more on the aesthetic appeal rather than the structure of a site. Website architecture can significantly improve performance. Strategic architecture will increase engagement and drive conversion.

"Search & Social Synergy: Build Buzz, Get Links, Grow Your Brand" by Mark Jackson for Search Engine Watch

There is some good information in this article, Search & Social Synergy: Build Buzz, Get Links, Grow Your Brand, by Mark Jackson for Search Engine Watch. We wanted to share a few excerpts, and links so you can take a look at the full article.

Mr. Jackson's article is actually more of an interview. He sat down with "Rob Garner, former VP of strategy at iCrossing, member of the board of directors and vice president at SEMPO, and author of "Search & Social", published by Wiley." They discussed using both social marketing and SEO synergistically, and the advantages of this strategy. (A pretty good read.)

Jackson opens with...

For some time now, social has been all the rage. Yet, many people are still trying to figure out exactly how social plays into their search strategy.

Where are things headed? What rightful place does social has in the search marketing mix? What are some tactical considerations you may want to incorporate into your plans?

Still a Little Confused about Twitter? Here's a Helpful Article on How to Make it Work as a Marketing Tool...

SocialMediaExaminer.com ran an article recently called, How to Use Twitter for Business and Marketing, by Charlene Kingston. It has some good, solid suggestions, tips and ideas that could help you decide to jump on in to Twitterland, and make it work for your business!

Twitter has become a force all its own, and when used strategically, it can be a nearly magical tool. Yes, it takes time, attention, consistency and some patience, but the payoff for your brand could be well worth it.

Charlene's article opens up with this...

Is Twitter a part of your social media marketing?

Or have you let your Twitter marketing drop off lately?

In any case, with the latest Twitter updates, trends in multi-screen usage and real-time marketing, you’ll likely want to take a fresh look at what Twitter has to offer.

Here’s a checklist of everything your business needs to do to get on (or back on) Twitter and start seeing great results. [Read full article here...]

Tweeting, Pinning, Facebooking, and Even a Little VisiStat SWAG

Social media and networking have become what community bulletin boards, ice cream socials, phone books, sales flyers stuck to windshields, penny savers, letters in the mail, postcards, talking on the street corner or waiting for the bus, and the town crier used to be...the hub of communication and social connection.

Online visibility now includes social media profiles, and being a leader in tracking online visibility, we naturally have multiple profiles and channels where we can be reached and interact with our users, the public and others in our industry.

We've recently gotten inquiries about our social connections, so we decided to post where we can be found socially. We'd love to have you follow, friend, like, pin and in every other way add us to your networks, and we will reciprocate in kind!

1. Blog: sign up for newsletter updates in the box to the right
2. Facebook
3. Twitter
4. Google+
5. Pinterest
6. YouTube
7. LinkedIn
8. Zazzle (for a little fun and VisiStat SWAG!)

"Yogi Berra: 4 'Comments' on Mobile Marketing," by Andrew Edwards, for ClickZ

We enjoyed this creative article by Andrew Edwards, on ClickZ. It's playful, but makes some great points. Here are some fun excerpts from Andrew's article, Yogi Berra: 4 'Comments' on Mobile Marketing...

Sometimes I like to imagine what famous philosophers would say if they were asked to comment on timely topics like global warming or mobile marketing. In today's case, I thought it would be illuminating to hear what the Hall of Fame catcher Yogi Berra would say about multi-screen environments, rich media, and conversion rates for smartphones.

So when I sat down for an imaginary conversation with the lifetime 0.285 hitter (with more World Series rings than fingers), it went something like this:

Andrew Edwards: Yogi, thanks for spending a few minutes on this important topic. What do you think of mobile marketing in general?

Yogi Berra: Taxis with signs on top? They move too fast to read.

Would you have thought to "ask" the famed Yogi Berra about mobile marketing? (This is fun reading...)

AE: What stands out for you about the mobile marketing space today?

YB: It's déjà vu all over again.

There's more funny bits in the "interview," but Andrew also has some very cogent points to make on today's mobile marketing...

There's still so much to learn and understand about mobile, it’s going to be a while before we figure it out. But people in the content business are pretty optimistic that rich media for mobile will exceed the success of web marketing. They're smart to remember that for marketers, an app is more or less a rich-media engagement-marketing tool.... [continue...]

Also, you have to break out mobile into segments. According to the latest scouting reports, users on a tablet are two and a half times more likely to convert than on a smartphone. I would think you'd want to adjust your roster of marketing efforts to reflect what's going on in the game right now.... [continue...]

Organizations need to move quickly but carefully…that takes skill. So you won't be able to do it with a Little League effort. You will need domain expertise and the right tools: for publishing, for measurement, for optimization.... [continue...]

There are more fun "quotes" and some specific information in the full article. To continue reading the full piece, click here to continue reading on ClickZ...

If you have questions about how to get the most for your mobile site, drop a note to our support experts, and they'll answer anything you'd like to know!

SES NY 2013 Presentation, "Stop your camPAIN with VisiStat – Centrally Managed Solution for ALL Online Marketing Efforts"

One of the highlights at the SES NY Expo was a presentation given by our incomparable Mike Hicks.

He gave a great presentation in the Expo Hall Theater on March 27th, titled, Stop your camPAIN with VisiStat – Centrally Managed Solution for ALL Online Marketing Efforts.

We got it on video, and we are very happy to share it with you! We've got it stored at Dropbox (no sign-up required), so you can watch it there, or download it for future viewing and sharing, as you prefer.

We hope you'll comment below and gives us some feedback on what you think about Mike's presentation and message! And as always, if you have any questions, please drop us a line at support [at] visistat.com. If you'd like to speak with Mike directly, email him at mike [at] visistat.com.

Tina Bean Interview with SES WebMasterRadio: Big Data Solutions for Digital Marketers

Fresh from our return from SES New York,  our team representatives there, Tina, Maggie and Mike, have reported it was a great time and they met lots of amazing people. Mike's presentation was a hit, and the gang had a terrific time there!

For today's blog post, we want to share the interview with Tina by SES WebMasterRadio.fm on the subject of Big Data Solutions for Digital Marketers.

So, without further ado, we hope you'll enjoy this MP3 interview and its insights... click here to listen!