If you’re wondering how to move the needle on your website’s performance in search, conducting an SEO content audit is an essential first step.  This systematic review serves as a comprehensive health check for your brand’s online presence, surfacing issues that may be impeding your visibility and uncovering opportunities to make fast gains. There’s a reason why, according to research from Semrush, 61% of marketers conduct content audits two or more times per year. Actually, there are several reasons! What is the purpose of a content audit? A content audit is essentially an SEO analysis o ..read more

The secret behind the LinkedIn algorithm, like the recipe of the original Coca-Cola, is safely guarded. And while we don’t know how either is formulated, we can safely draw conclusions on their components by conducting various experiments. Since this is a B2B marketing agency and not a competing soft drink company, we’ll look to decipher the former.  Unlike the recipe for one of America’s most celebrated soft drinks, the composition of the social network’s building blocks is ever-changing, making it difficult, but not impossible to uncover the strategy for success. To crack the code, the ..read more

If your organization has been publishing content for many years, chances are your website has more content than you can keep track of. This makes managing a content strategy harder than it needs to be. When you don’t know what content already exists — or the quality of that content — any efforts to create new content may actually work against your overall search performance.  To combat this, we recommend conducting an SEO content audit. This process will help you understand everything that has been published on your website so you can make an informed choice about how to use it more strat ..read more

The latest update to Google’s algorithm has potentially major implications for brands and marketers who are focused on showing up for their audiences in search. As with many recent updates, this one is designed to surface genuinely helpful results that align with search intent. The March 2024 update to Google’s algorithm primarily targets low-quality, AI-generated content and spammy SEO techniques. Read on to learn more about what this means and how it impacts your SEO content strategy. First, a quick overview on the state of the Google algorithm, and why it is valuable to stay in the loop ..read more

TopRank Marketing has worked with clients in both the B2B and B2C realms over the last two decades. In that time, we have definitely witnessed the much-discussed convergence of these two previously diametric categories; the so-called consumerization of B2B. But we also fully recognize the enduring factors that distinguish successful marketing in B2B versus B2C. Even as brands rightfully embrace the humanity of professional audiences, it still must be acknowledged that buyers in B2B experience contrasting motivations, challenges and dynamics in their journeys compared to consumers. The informat ..read more

Ever since Elon Musk bought Twitter and rebranded it “X,” it seems like a day can’t go by without the social media platform making headlines.  In the wake of increasing controversies including a substantial rise in bot traffic and hate speech, scores of users and companies are reassessing their relationship with X. Most recently, more than 100 of X’s most prominent advertisers, including Airbnb, Coca-Cola, Microsoft, and Netflix have indefinitely paused advertising after Musk posted an endorsement of an anti-semitic conspiracy theory. Given how volatile the platform has become, it’s under ..read more

Ever since advancements in technology thrust generative AI into the public consciousness, it’s been the subject of unending controversy. Much of this controversy centers on its potential impact on the internet, with some news outlets and experts going so far as to describe it in near-apocalyptic terms.  “AI is killing the internet” became a common refrain in those early days, speaking to the dread and apprehension being felt regarding its disruption to the way things have been done online. Given all this concern, it’s not surprising that Google’s bold new foray into generative AI, Google ..read more

Trying to build an SEO strategy without a keyword strategy is like trying to build a plane without wings. It’s going nowhere. Expert-led keyword research and planning are foundational to successful SEO, no matter the business, industry, or audience. This multifaceted process sets the stage for your brand to grow its digital footprint, helping you understand exactly the topics, questions and pain points you need to address with your content.  What is a keyword strategy in SEO? Keywords are the terms, phrases and queries that users enter into search engines to surface relevant content. Bran ..read more

It used to be that outsourcing your marketing meant finding the villager with the loudest voice and wittiest turn-of-phrase to walk the lanes hawking your wares. Needless to say, marketing has evolved. And with that evolution, navigating the various services available for B2B marketing has become increasingly complex. While the ultimate goal remains the same (being heard above the crowd), the path to reaching that goal requires strategically employing the right content marketing services.  We’ve compiled a list of services ranging from content strategy to analytics to help you understan ..read more

Wouldn’t it be nice if every single website had a perfect, clear SEO strategy from the very start? And every single page on that website was perfectly aligned with every aspect of that strategy, from its original inception through every update? What a dream, right? Sadly, that’s rarely the reality of running a website – especially if you’re managing a huge enterprise one. Instead, too many cooks over too long a period of time end up stirring up a kind of Frankenstein’s site. It might work, but you may not even know how many pages it has, much less how each of those pages is contributing to you ..read more