Proper SEO lives most comfortably in the home of a long term online marketing program. It is a discipline that understands benefits reaped on the climb up the mountain can be just as impactful as those achieved once the summit is reached.  It also understands how difficult it is to replace the king of any mountain, especially one strengthened by a strategic climb to the top.

The two companies below, both of which have been engaged with TopRank® Online Marketing for more than five years, have long reaped the business benefits of a strategic long term SEO program.  With new program renewals, both inch ever closer to kings of industry status.

Learn more about these companies and engagements below:

Chief Manufacturing has designed mounting and rack solutions for the technology industry for more than thirty years.  In each year of its engagement with TopRank, Chief Manufacturing has experienced double digit percentage increases in metrics ranging from top ten keyword rankings to organic search engine traffic. As part of an expanded SEO engagement with TopRank, Chief Manufacturing has added conversion optimization, which will allow the company to succinctly tie leads and inquiries back to specific online marketing initiatives.

Tekna Seal, a custom manufacturer of hermetically sealed connectors, speaks to an incredibly niche online marketplace, making its dozens of targeted keyword rankings in Google upper 5 absolutely vital to its success.  Continued success will be ensured with its latest program renewal, which includes paid search program management.

Stay up to date with news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

Learn more about B2B SEO and social media marketing programs offered by TopRank by downloading our Social SEO Guides.

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As posted by SEO Designer Thomas McMahon to Online Marketing Blog:

“63% of consumers and small business owners use the Internet to find information about local companies and 82% use search engines (Webvisible & Nielsen).  That means there’s a lot of opportunity for local Search Engine Optimization, or local SEO.”

Essentially, local SEO focuses on optimizing content in order to position it in the ‘Local Business Results’ displayed by search engines such as Google and Bing.  Most times, ‘Local Business Results’ appear above traditional search results.

And while the article McMahon cites does not account for customers seeking companies in emergency situations, common reasoning suggests that those rising above traditional search results will be those that are called first when trouble strikes.

One company that can attest to the power of local SEO is Minneapolis-based Welter Heating and Air Conditioning, that has recently renewed its engagement with TopRank® Online Marketing.

For nearly 100 years, Welter Heating & Air Conditioning has provided home heating and cooling repair services for residents dealing with Minnesota’s uneven climate, marked by blistering summer heat and frigid winter cold. The objective of its renewed program with TopRank is to maintain and enhance local online visibility for emergency based search phrases, including ‘central air conditioning repair Minneapolis’ and ‘furnace repair Minneapolis.’

“A good share of the year, our customers and prospects need help with an emergency situation. By helping us develop content that stands out — and can quickly be found online — TopRank will continue to position us as one of the first names that rises to the top, both in our customers’ minds and in search results.” -Rick Welter, Welter Heating.

Stay up to date with news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the SEO and social media marketing programs offered by TopRank by downloading our Social SEO Guides.

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Situation

Chief Manufacturing has over 30 years of experience designing state-of-the-art mount and rack solutions for the technology industry and made significant investments in improving their online presence to deliver more value to current and potential customers. Armed with an improved website, Chief sought outside expertise to provide consulting on search engine optimization for improved search visibility, increased qualified website traffic and sales. While Chief Manufacturing marketing staff possess some SEO expertise, TopRank provides up to date keyword, content, link building and conversion optimization consulting on an ongoing basis, freeing the Chief marketing team to focus on other offline and digital marketing programs.

Solution

Chief Manufacturing initially engaged TopRank® Online Marketing in 2007 for a Search Engine Optimization program that has moved from SEO audit to an ongoing program that continues to improve search marketing performance. A key year over year objective for Chief Manufacturing is to increase website traffic from search engines with corresponding metrics such as improved visibility on keyword queries that reflect customer interest and intent.

Over time, a variety of factors can arise that stand in the way between a website and its target audience ranging from updated search engine ranking methodology as was the case with Google Caffeine, to past content falling out of date. On a proactive basis, the TopRank Marketing team has worked with Chief Manufacturing marketing staff to address any SEO issues with SEO technical assessments and a keyword glossary audit.

Major web design or content changes can have a disastrous effect on search engine visibility and TopRank provides SEO advice during such changes to mitigate any negative effects. As with all SEO clients, TopRank Marketing also works with the Chief Manufacturing marketing team on a monthly promotional plan to ensure the creation and promotion of new and compelling content designed to attract a steady stream of customers.

Results

Since 2007, TopRank® Online Marketing has helped Chief Manufacturing achieve double-digit percentage increases in key performance indicators each year. For example, some of the improvements in 2010 over 2009 include:

• 53% more inbound links
• 22% more top 10 keyword rankings
• 25% greater search engine brand awareness
• 12% increase in organic search engine traffic

Most importantly, Chief Manufacturing now dominates the competition on a wide range of keyword queries in their industry. In fact, Chief has anywhere from 2-16 times more search engine visibility than any of their competitors for priority keyword terms that they are targeting.  Top search engine placements keep Chief Manufacturing top of mind for prospective customers that are looking for “flat panel mounts” and related products resulting in more inquiries and sales.

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Of course, the inherent disadvantage of this scenario is a digital space flooded with competition.  Nearly every software company that inhabits space online must constantly be on-guard against potentially hundreds of competitors competing for mindshare.

For the two companies below, both of which have renewed Search Engine Optimization (SEO) programs with TopRank® Online Marketing, this increased competition will be far less of a worry:

Axonom specializes in providing enterprise-wide relationship automation modules for Microsoft Dynamics CRM.  In continuing its SEO engagement with TopRank, the company will be continuing to build relationships with customers and prospects pulled to Axonom website via Microsoft CRM-branded and non-branded solution based keywords.

Help/Systems develops, markets and supports leading System i software solutions, including job scheduling and message management software.  In addition to enhancing keyword rankings and search traffic, a renewed SEO program with TopRank will focus on enhancing online inquiries from targeted prospects.

Stay up to date with news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the B2B SEO and social media marketing programs offered by TopRank by downloading our Social SEO Guides.

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Online distribution of optimized press releases is a vital and impactful component of any holistic digital marketing program. As reported by Online Marketing Blog, multiple studies document that consumers and journalists search for and read news releases online, making online press release distribution a tactic that can influence everything from media exposure to website traffic to sales.

PRWeb, named by TopSEOs as the top press release distribution company, is perhaps the first provider that comes to mind when companies choose to supplement their marketing mix with online news release distribution.  When companies distribute releases through PRWeb, they trust that their content will benefit from being posted to a search engine optimal site that possesses a high degree of brand recognition.

To ensure PRWeb maintains its search engine friendliness, while building trust and awareness within targeted online channels, PRWeb has renewed its Search Engine Optimization (SEO) program with TopRank® Online Marketing.  As part of its renewed program, PRWeb will also be receiving social media marketing consultation from TopRank.

SEO and social media tactics to be provided to PRWeb during the course of this program include:

• Press release visibility testing: designed to improve release exposure for PRWeb clients
• Content optimization and link building: designed to improve rankings and traffic for PRWeb
• Social media strategy development: designed to target, reach and engage qualified prospects in authoritative online channels

“Our clients depend on PRWeb to provide expert SEO advice for news releases, which helps ensure they receive the online exposure necessary to reach their target audience,” states Meg Walker, Director of Online Marketing for PRWeb.  “To stay cutting-edge, and continue to build awareness within the minds of new prospects, we depend on the SEO and social media consultation provided by TopRank to enhance the effectiveness of our client’s releases and our own web properties.”

Stay up-to-date with news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

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Of course, lead generation must begin with a strategy designed to generate qualified traffic.  For the three B2B businesses below, each of which has just renewed its Search Engine Optimization (SEO) program with TopRank® Online Marketing, this principle is core.  Read on to learn more about these programs:

One Legal offers process serving and court research nationwide, and court filing services in fifteen states including New York and California.  In renewing its program with TopRank, One Legal will continue to enhance awareness, traffic and inquiries generated from a qualified and geographically appropriate audience.

Trilliant targets its offering of utility metering communications products to a select group of buyers, including large investor-owned utilities (IOUs).  A renewed B2B SEO program with TopRank, with tactics including website optimization and blog marketing, will continue to increase non-brand oriented traffic and prospect inquiries generated by the Trilliant website.

Innovatech Labs, a contract laboratory specializing in materials characterization, generates more new referrals from search engine traffic than from any other source.  In renewing its B2B SEO program with TopRank, Innovatech Labs will continue this long-held trend.

Stay up to date with news from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

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In the blog marketing and content creation case study below, learn how the TopRank team leveraged this philosophy in the design and creation of a blog for audience response system provider IML. By keeping a bullseye-like focus on prospect and customer needs, TopRank has helped IML create an online resource that exists for the primary purpose of supporting overall business objectives.

Situation

When organizations look for help in hosting a silent auction or executing a unique fundraising idea, what they are truly looking for is a way to organize everything from bids to donations. The challenge experienced by IML was that its primary target knew the solution they needed, but did not know the product by name.

IML engaged with TopRank® Online Marketing on an online and blog marketing program dedicated to creating benefit-oriented, needs based content to attract its diverse customer base.

Solution

Blog content created by TopRank and IML would have a far greater goal than simply achieving higher rankings for product-oriented phrases such as “silent auction technology” and “silent auction management software.” TopRank worked with IML to develop content that spoke beyond product needs, centered on solution-based umbrella phrases including “how to run a silent auction” and “unique fundraising ideas.”

Together, TopRank and IML built a home for this content with the design and launch of the Purple Carpet Event Blog.

Results

In the year since TopRank worked with IML to develop and launch a blog optimized for solution-oriented phrases, the Purple Carpet Event blog has consistently generated traffic for solution-based phrases such as “unique fundraising ideas.”

Additionally, the Purple Carpet Event blog has helped generate:

• Page one rankings for targeted keyword phrases
• Targeted referring traffic to the IML corporate website
• Prospect inquiries via a moderated comments section

Stay up-to-date with the latest case studies from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the social media marketing programs offered by TopRank by downloading our Social SEO Guides.

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Today’s 24-hour news cycle means, more than ever before, journalists and bloggers turn to search engines and social media to quickly find stories and sources.  Despite this, many media placement and article syndication companies guard content behind lengthy log-in processes.  The five minutes it takes a journalist to log-in is, oftentimes, five minutes spent finding a more convenient source.

One company that has evolved to meet the needs of its prospect and client base is NewsUSA.  The social media and Twitter case study below details how TopRank® Online Marketing is helping NewsUSA meet business objectives by freeing up and expanding the availability of media content into channels frequented by customers and prospects.

Situation:

For more than 20 years, NewsUSA has helped its clients achieve brand visibility via copyright-free syndicated content. Much like its competition, NewsUSA entered 2009 with a requirement that users, from print journalists to bloggers, log-in to its article syndication section in order to access and publish this copyright-free content.

NewsUSA engaged TopRank® Online Marketing to develop an online marketing strategy that would move beyond simply improving website traffic, but would help increase news reach and visibility for its clients’ content.

Solution:

As a market evolves, so do opportunities for companies to differentiate themselves from the competition. In embracing the rise of social media, NewsUSA grabbed such an opportunity by launching its Twitter feed in September 2009 (as just one element of a larger mix of social channels to promote content). Each week, a list of followers consisting of both print and online journalists would be the first to discover the availability of the latest copyright-free content.

NewsUSA Tweets are written to be social media friendly, pulling more visitors to NewsUSA articles. Content promoted through this Twitter feed is also available without logging in, to all readers, removing the log-in barrier still in play by most competitors of NewsUSA. This ease of use helps encourage news placements while clearly differentiating NewsUSA in the marketplace.

Results:

Since launching its Twitter feed as part of their mix in September 2009, NewsUSA has seen consistent increases in digital story reach and online influence.

Additionally, since its launch the NewsUSA Twitter feed has:

• Driven more than 1,000 visitors per month to the NewsUSA website
• Accounted for double-digit percentage increases in content views
• Grown its following to more than 3,000 bloggers, media and web influencers

“A new media environment necessitates a new and flexible media strategy for a company like NewsUSA. The social media strategy implemented by TopRank® Online Marketing has helped transform how we are seen by our prospects, and is paying remarkable and rapid dividends for our clients.” – Richard Rothstein, Executive Vice President of Sales and Marketing, NewsUSA

Stay up-to-date with the latest case studies from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the social media marketing programs offered by TopRank by downloading our Social SEO Guides.

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Below, learn how B2B branding is helping three clients of TopRank® Online Marketing achieve their business objectives:

Ask the Powder Doctor
Powder-Solutions, distributor of an industrial pipe connector used to enhance safety and sanitation in bulk powder processing plans, sought to humanize its image.

With help from TopRank, Powder-Solutions created the Powder Doctor, a unique character that could relate to the target market through a consistent series of targeted email marketing campaigns. When combined with Search Engine Optimization (SEO) and online PR initiatives, Powder Doctor campaigns helped to increase bottom line sales for Powder-Solutions by 83% in the company’s second full year.

I Am Your Staffing Software
Developing B2B branding that resonates with a prospect can be difficult when the features offered are similar to those offered by the competition.  This challenge was known all too well by staffing software provider eEmpACT.

Together, eEmpACT and TopRank developed an SEO copywriting strategy whereby onsite copy was written in first person, from the viewpoint of the staffing software. Optimized web copy made the case for why eEmpACT should be ‘hired’ to help fill the prospect’s staffing service needs.

Deployment of this strategy helped eEmpACT to achieve increased search traffic, high rankings for terms such as ‘staffing software’ and a trend up in inquiries.

Join Us On the Purple Carpet
When event planners need to generate audience responses and bids at events and fundraisers, they need audience response systems from IML. Unfortunately, many event planners are unaware that such a product exists.

IML and TopRank worked to identify solution-based keyword phrases, such as ‘how to run a silent auction’, that would be used by prospects.  A new blog was launched to create content optimized for these solution-based keywords. It was branded as one step deeper than the traditional red carpet event information source – the Purple Carpet Event Blog.

Since its launch, the Purple Carpet Event blog has consistently been a top 10 referring source to the IML site, while achieving page one rankings and customer inquiries via a moderated comments section.

Stay up-to-date with the latest B2B branding news and announcements from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the Internet marketing programs offered by TopRank by downloading our Social SEO Guides.

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As social media helps to boost online awareness for an ever-expanding list of companies, it poses the simultaneous challenge of measurement.  In an interview with eMarketer, Carol Kruse, Vice President of Global Interactive at Coca-Cola, stated, “Before you have ROI, you have to really understand how social media is driving your business.”

For B2B marketing programs, marked by traditionally longer lead times, the social media measurement challenge becomes even more pronounced. In essence, how can a company connect the dots between the online awareness generated by social media marketing and eventual sales?

To-Increase, a Gold Certified provider of Microsoft Dynamics software solutions, is meeting this challenge through an engagement with TopRank® Online Marketing.

In a program dedicated to connecting online awareness to ROI, TopRank is helping To-Increase build the content necessary to attract sales-ready prospects.  Tactical elements of this program include blog and Twitter marketing, supported by a foundation of Search Engine Optimization (SEO).

“TopRank® Online Marketing shows a remarkable dedication to both the art and science of social media marketing,” states Luciano Cunha, Director of Americas, To-Increase.  “While other companies may measure the success of a program by an increase in blog output or Twitter followers, TopRank refuses to rest until they connect these KPIs back to our sales-based objectives.”

Stay up-to-date with the latest news and announcements from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

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Digital marketing’s importance in driving the success of a business cannot be overstated.  In a previous post, data from a recent eMarketer survey cited Search Engine Optimization (SEO) and paid search as the most effective tactics for generating conversions, according to senior level marketing executives.

Being found online quickly, whether via organic or paid search results, becomes even more critical for companies with a selective client base.  One such example is Archway, a company that caters its services to the Fortune 1000.

For more than 50 years, Archway has provided Fortune 1000 companies with marketing fulfillment services, including the execution and delivery of Point-of-Purchase (POP) signage and inventory management.  Many notable companies working with Archway have been engaged with the company for several years.

For a holistic digital marketing program designed to extend its reach to Fortune 1000 companies searching for a fulfillment services provider, Archway has engaged with TopRank® Online Marketing.

TopRank SEO initiatives have boosted targeted keyword rankings for Archway since the launch of this program, contributing to double-digit percentage increases in organic search traffic compared to 2009.  Paid search meanwhile, supplemented with email marketing, has generated several new high-value inquiries. Rounding out the digital engagement between TopRank and Archway is social media marketing and marketing automation management.

“In the short timeframe we have been working with TopRank, we have experienced page one rankings for targeted keyword phrases, and in turn, seen these rankings result in the type of traffic and inquiries that helps ensure our success,” states Megan Effertz, Director of Marketing, Archway.  “TopRank® Online Marketing has shown a unique dedication in developing a holistic digital marketing program dedicated to helping us achieve our overall business objectives.”

Stay up to date with the latest news and announcements from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

Learn more about the Internet marketing programs offered by TopRank by downloading our Social SEO Guides.

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The reason behind this rapidly increasing budget allocation can be summed up succinctly and powerfully: return on investment. In a survey by eMarketer, 53% of senior level marketing executives across multiple industries point to Search Engine Optimization as the most effective online marketing tactic for generating conversions, while 49% point to paid search.

TopRank® Online Marketing, a leading online marketing consultant, witnessed this growth firsthand as it welcomed several new and diverse clients in late 2009.

Discover more about these clients below and the online marketing services TopRank is providing:

Online marketing programs for Archway include SEO, paid search and email marketing.

Archway provides marketing fulfillment services to Fortune 1000 companies, and has for nearly 50 years.  Online marketing services and consultation from TopRank will be designed to help Archway attract highly qualified Fortune 500 prospects.

Online marketing programs for Datatrend include SEO, paid search and blog marketing.

Datatrend helps companies design and implement IT solutions and optimize IT environments.  An online marketing program developed by TopRank will help Datatrend create and optimize the content necessary to generate sales-ready conversions.

Online marketing programs for ReliaCloud include SEO and social media marketing.

ReliaCloud is a leading provider of cloud computing services.  Via an online marketing program blending SEO and social media marketing, TopRank will help ReliaCloud build industry credibility and drive customer acquisition.

Online marketing programs for To-Increase include SEO, blog marketing and social media marketing.

To-Increase is a global ISV and Microsoft Gold Certified Partner of Microsoft Dynamics solutions.  SEO consulting provided by TopRank will help To-Increase secure rankings in the online Microsoft Dynamics marketplace, while blog and social media marketing services will help create messaging that resonates with sales-ready prospects.

Online marketing programs for Trilliant include SEO, blog marketing and social media marketing.

Trilliant provides intelligent network solutions and software to utilities for advanced metering and Smart Grid management.  TopRank will be providing Trilliant with the strategic consultation necessary to secure rankings and attract traffic to its soon to be launched website.

Stay up to date with the latest online marketing industry news and announcements by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

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Many of the lessons learned by Microsoft in regards to blogging, such as establishing a strongly defined ROI to measure efforts, are the same guidelines that shape blog marketing best practices in programs offered by TopRank® Online Marketing.  An example of such an integration is the  Search Engine Optimization (SEO) program between TopRank and Microsoft Dynamics solutions provider InterDyn BMI, which features an added emphasis on blog marketing.

Learn more about this program below:

The TopRank® Online Marketing program for InterDyn BMI includes:

• Blog Marketing
• Search Engine Optimization

TopRank provides SEO and blog marketing services to InterDyn BMI, a leading Microsoft Dynamics partner providing accounting, financial management and association management software solutions throughout the upper Midwest.

In addition to strategic and tactical consultation designed to improve traffic and rankings, TopRank guides development and promotion of blog content, which represents the second most visited section of the InterDyn BMI website apart from its homepage.

Blog marketing consultation provided by TopRank has already been instrumental in helping to developing sticky social content for InterDyn BMI, resulting in a late 2009 holiday-themed post which generated nearly 10% of total blog traffic received by the company in December.

Stay up to date with the latest news and announcements from TopRank® Online Marketing by subscribing to our newsroom RSS feed, following @TopRank on Twitter or becoming a fan of Online Marketing Blog on Facebook.

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Below, find how two of the five tips offered by Singer have helped boost everything from search engine rankings to social media exposure for TopRank Clients.

• Leverage formulas which work for others
  ’16 Must-Read B2B Marketing Strategy Ebooks’ by Marketo

Smashing Magazine has made page one of Digg hundreds of times using the headline formula ‘number + adjective + sticky message.’  Of course, this formula only works if the headline directs to content that is equally compelling to the audience.

With Marketo, a leading marketing automation software provider, TopRank provides consultation and helps create blog content that activates a passionate community of well connected and influential B2B marketers.  Tying the successful formula above to content proven to resonate with this audience helped this post achieve 500+ inbound links, a significant number of Tweets and a #4 Google ranking for  ‘marketing strategy ebooks,’ since its publication in December of 2009.

• Headlines should be outrageous, engaging, emotional, useful, counter-intuitive or remarkable – not to the world, but to your community
  ‘Microsoft Dynamics XRM: The Holiday Gift That Keeps on Giving,’ by InterDyn BMI

Not every product or service is designed to have broad appeal.  In cases where more niche markets are being targeted, the key is to find that fine line between broad appeal and bullseye need.

InterDyn BMI, a leading Microsoft Dynamics solution partner, concepted a post in December of 2009 that would connect two seemingly unrelated entities: Microsoft Dynamics XRM, a business software application, and holiday gift giving.

With a compelling headline tying it all together, this post achieved three times greater traffic than any other individual post in December, accounting for nearly 10% of total blog traffic for the month.  This post was also submitted and published to top online industry publications including CRM Software Blog and Microsoft Dynamics Community.

Stay up to date with success stories like these, and the latest news and announcements from TopRank® Online Marketing, by subscribing to our newsroom RSS feed, following @TopRank on Twitter, or becoming a fan of Online Marketing Blog on Facebook.

For more information on how a social media strategy can help improve your online marketing efforts, download the TopRank Social Media Guide.

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Despite a downturn in the staffing industry in 2009, an Internet marketing program developed by TopRank® Online Marketing enabled eEmpACT to achieve new highs in search rankings and website inquiries. By renewing engagements with TopRank, and adding results-driven email marketing into the mix for Bond Talent US, both companies are well-positioned for success in 2010.

“Through focused search engine marketing programs developed for the eEmpACT and Bond Talent US websites by TopRank® Online Marketing, we were able to maintain strong visibility during an industry downturn,” states Tim Giehll, CEO, eEmpACT.  “With ongoing consultation provided by TopRank, we look forward to building on this success and continuing to outpace our competition.”

If your company is in need of improved search traffic, sales and brand visibility on the web, call us at 1-877-872-6628 for a free consultation. TopRank® Online Marketing provides holistic Internet Marketing services, including Search Engine Optimization (SEO), social media marketing, online public relations and business blog consulting.

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