SEO

The Last Google Core Algorithm Update of 2024: What to Expect

What is a Core Update? Several times a year, Google makes significant changes to its search algorithms and systems, referred to as core updates. These updates aim to improve the quality and relevance of search engine results for users. Unlike updates that target specific issues, core updates are comprehensive and can impact search rankings across a wide range of websites. The primary goal is to ensure that Google delivers helpful and reliable results by reassessing how content is evaluated and ranked. This involves refining algorithms to better understand user intent and content quality. However, it can lead to noticeable changes in rankings – some websites may experience drops in positions, while others may see improvements. The November Google Core Algorithm Update was recently released and will impact search results throughout December and beyond. Expected Changes This core update targets all types of content, as it is a global update impacting all regions and languages. It is not a penalty but rather aims to promote or reward pages with high-quality content. During this process, expect high volatility in search results. The Business & Industrial category, which includes B2B companies, is experiencing significant fluctuations. There are currently no specific details about the update, but Google suggests that those negatively impacted focus on improving the quality of their content. This volatility has already been noticed with AI overviews and organic search. Any changes in Google’s algorithms will impact this search feature, which was launched in May 2024 and expanded to over 100 countries in October 2024. One continuing trend is the overlap between organic content and AI overview citations. High-ranking organic content has a strong chance of becoming a citation in AI overviews, a trend that suggests that Google is increasingly aligning citations with its organic search algorithms. This highlights the necessity for websites to optimize their content for this new feature, which is here to stay. Our experienced B2B digital marketing team specializes in optimizing websites to maximize their impact in the ever-evolving digital landscape. We can help you fine-tune your website for AI overviews, ensuring your content aligns with Google’s latest search algorithms and AI-driven features. By leveraging our expertise, you can increase your site’s visibility, improve organic search rankings, and ensure your content is well-positioned to appear as citations within AI overviews. Whether it’s content optimization, technical SEO, or tailoring your messaging to meet user intent, our team is ready to help your business stay ahead of the curve and drive meaningful traffic and engagement. Reach out and let’s discuss your needs. What to Do After the Core Update is Complete? When the update is complete, it is time to assess the impact and respond strategically by adapting to any shifts. Monitoring website performance, noting any significant changes in SERPS, and reviewing available competitor data can help you refine your strategy to stay at the top of search engine results. As the final major update of the year, Google’s November 2024 Core Update highlights the ever-changing landscape of digital marketing. With AIO shaping search trends, it is essential to adapt and refine strategies for 2025. Leverage the Expertise of Our Digital Marketing Experts Stifel Marcin’s team of digital marketing experts is well-equipped to help your team navigate these changes and help your business maintain its online visibility. We can conduct a thorough analysis of your website, identify areas for improvement, and implement strategies to optimize your content for better search engine rankings. Prepare for the new year by contacting our search engine marketing team and put our expertise to work for you. Read more from our experts about SEO optimization strategies:• How to Improve Your SEO Ranking on Google: 6 Tips• The Benefits of an SEO Audit• The Importance of Long Tail SEO Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about the recent Google core algorithm update, or if you are in need of search engine marketing services, let’s talk.

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What is Google Consent Mode?

When visiting websites, you have likely noticed alerts similar to the one below asking users for permission to collect and process their data: Google Consent Mode (GCM) is a powerful tool that enables marketers to comply with stringent data privacy regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) while continuing to collect valuable user data. When a Google Consent Mode banner gives users the options to “accept all,” “reject” or “customize,” it indicates that the business is respecting their privacy and giving them control over how their data is used: • “Accept All” allows the website to collect all necessary data to provide a full range of features and personalized experiences. The potential privacy trade-off: by accepting all cookies, the user may be sharing more personal information than necessary.• “Reject All” minimizes data collection to the absolute minimum required for a website to function, and users may experience some limited functionality with reduced features or personalization options.• “Customize” allows users to choose which specific categories of cookies and trackers to allow or block and provides a personalized experience to their preferences, ensuring only necessary data is collected. By providing these options, businesses can balance data collection needs with user privacy, ensuring a transparent and user-centric approach to digital marketing.  Why Should B2B Marketers Care About GCM? As data privacy regulations tighten and user experiences evolve, understanding and implementing GCM is crucial. It directly impacts a marketer’s ability to collect important user data, personalize marketing efforts, and measure campaign performance. By implementing GCM on your website, B2B marketers can: • Avoid large fines and legal repercussions by adhering to data privacy laws. • Protect brand reputation and maintain trust with customers.• Improve user satisfaction and loyalty by respecting privacy preferences.• Collect accurate and reliable data by ensuring it’s obtained with explicit consent.• Make data-driven decisions to optimize marketing campaigns and improve ROI.• Personalize marketing messages and tailor content to individual user preferences. Important Note: As of March 2024, Google Consent Mode is no longer optional for any website that uses Google services and wants to continue using ad personalization features and collecting user data in the European Economic Area. It’s imperative for marketers to implement GCM to adhere to privacy regulations and avoid potential penalties and reputational damage. Our experienced B2B digital marketing team can help you navigate Google Consent Mode and any website development efforts by providing expert guidance, technical implementation, and ongoing optimization to ensure compliance, enhance user experience, and maximize marketing effectiveness.  Reach out today to discuss your specific website needs. Selecting a Version: Google Consent Mode Basic vs. Advanced GCM is offered in two versions: basic and advanced. Each version provides different levels of control and customization over how Google tags and cookies behave based on user consent. Basic Consent Mode is a simpler option that is easier to implement and configure. It offers basic control over tag and cookie behavior, with tags loading only after user consent is obtained. While this approach can help with basic data collection, it may limit the depth of insights and personalization capabilities due to delayed tag loading and basic data modeling techniques. Advanced Consent Mode provides greater flexibility and control over tag and cookie behavior. While it requires more technical expertise to implement and configure, it offers immediate tag loading and advanced data modeling techniques. This enables more accurate data analysis and personalized experiences, even when users have limited consent. It is important to note that this increased complexity may require more time and resources to set up and maintain. The digital marketing experts at Stifel Marcin can help you weigh the pros and cons of Google Consent Mode basic versus advanced and implement the optimal solution for your business goals and user experience. Potential Consequences of Non-Compliance The importance of correctly implementing Google Consent Mode cannot be understated. If a website does not include privacy functionalities like GCM, it risks several consequences: 1. Non-Compliance with Data Privacy Regulations: Failing to comply with GDPR, CCPA, and other privacy data laws can lead to hefty fines, legal repercussions, and damage to the website’s reputation.2. Reduced Data Accuracy and Insights: Without proper consent management, the website may collect inaccurate or incomplete data, hindering its ability to make data-driven decisions and optimize marketing efforts.3. Limited Marketing Effectiveness: Incomplete or inaccurate data can lead to less effective targeting, personalization, and measurement of marketing campaigns, ultimately impacting the website’s ROI.4. Damaged User Experience: Users may perceive the website as untrustworthy if it collects data without explicit consent, leading to a negative user experience and potential loss of visitors.5. Potential Impact of Google Services: Google may limit the effectiveness of its services, such as Google Ads and Google Analytics, for websites that do not comply with privacy regulations and implement proper consent mechanisms. If you or members of your marketing team are asking “what is Google Consent Mode and do we really need it,” that answer is a resounding yes. It’s imperative to prioritize data privacy and implement robust consent management practices to both safeguard your business and protect your users. Our team is here to assist you in navigating the complexities of GCM and can help you create optimal digital experiences that inspire user trust while safely collecting data that helps inform marketing campaigns, generate leads, and grow brands. Leverage Our B2B Digital Marketing Expertise Understanding web privacy and data compliance is crucial for any business looking to succeed in the digital landscape. If you are asking specific questions like “what is Google Consent Mode,” our B2B marketing team wants to talk to you. With our expertise in digital marketing strategy, data analytics, and compliance best practices, we can help you achieve your specific goals while ensuring your business is protected and thriving. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication

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SEO Glossary of Terms: Decode the Search Engine Optimization Language

Search engine optimization, more commonly known as SEO, has evolved rapidly, incorporating AI and complex algorithms. With updates constantly reshaping the landscape, it can be challenging for B2B marketers to keep up with SEO terminology. To help you stay informed and navigate its complexities, the expert team at Stifel Marcin has created a comprehensive SEO glossary of terms. Whether you are a seasoned pro or a beginner in SEO, we hope this resource becomes your go-to guide for understanding SEO vocabulary and concepts that power successful campaigns. SEO Terminology A-Z If you need to brush up on your SEO vocabulary, our SEO glossary of terms provides clear and concise definitions for common terms. If you have questions about search engine optimization, reach out to our team. With years of experience and a deep understanding of search engine algorithms, we can help you unlock the full potential of your online presence. A • Accelerated Mobile Pages (AMP): AMP is a simplified form of HTML aimed at speeding up the browsing experience for mobile users.• AI Content Optimization (AIO): The process of tailoring your digital content to ensure it is accurately understood, indexed, and utilized by AI-powered platforms. • Algorithm: A complex set of rules used by search engines to rank websites in the search results.• Alt Text (Alternative Text): Descriptive text for images to help search engines understand the content of images.• Answer Engine Optimization (AEO): The process of optimizing your online content to provide clear and accurate answers to specific questions users ask in search engines.• Application Programming Interface (API): An API enables the development of applications by providing access to the functions or data of another service, such as an operating system or application.• Anchor Text: This refers to the clickable text used to link to other pages.• Artificial Intelligence: The simulation of human intelligence by machines. In SEO, AI analyzes data, predicts trends, and researches improving search engine algorithms and enhancing search results with no-click insights.• Auto-Generated Content: Content produced automatically by programs rather than written by humans. B • Backlink: A link from one website to another, which can improve a site’s authority and ranking.• Bing Webmaster Tools: A free service provided by Microsoft that assists in monitoring and troubleshooting your website’s visibility in Bing’s search results.• Black Hat: These are search engine optimization techniques that breach Google’s quality standards. Black hat techniques can result in your website being penalized.• Bots: Also called “crawlers” or “spiders,” these are programs that browse the Internet to locate content.• Bounce Rate: The percentage of visitors who leave a site after viewing only one page.• Breadcrumb Navigation: Internal links that provide users and search engines with a clear path to navigate through your website.• Broken Link: A hyperlink on a webpage that leads to a non-existent or “dead” resource, which can be either internal or external. This is sometimes indicated with a “404 Page Not Found” error message. C • Cached Page: A version of a webpage that Google saves on its servers during its most recent visit.• Canonical Tag: The (rel=”canonical”) HTML code snippet specifies the primary version of duplicate, near duplicate and similar pages.• Canonical URL:  The preferred URL for a page, used to avoid duplicate content issues.• Click-Through Rate (CTR): The ratio of users who click on a link to the number of total users who view a page or ad.• Content Management System (CMS): Software used to create and manage digital content.• Content Marketing: Creating valuable content to attract and retain an audience.• Conversion Rate Optimization (CRO): Improving the percentage of website visitors who complete a desired action.• Core Web Vitals: Metrics that are part of Google’s Page Experience signals, used to evaluate user experience.• Crawlability: The capability of a search engine to access content on a webpage.• Crawler: An internet program designed to systematically browse the internet, primarily used by search engines to discover, process, and index pages for search results.• Customer Journey: A detailed mapping of the steps a consumer takes from their initial awareness of a brand to purchasing a product or service, and their experiences thereafter. D • Dofollow Link: A link that passes on PageRank, often referred to as a “followed” link.• Domain Authority (DA): A metric developed by Moz that predicts how well a website will rank on search engines.• Duplicate Content: Content that appears in more than one place on the internet, which can harm SEO performance. E • E-A-T: Stands for Expertise, Authoritativeness, and Trustworthiness, factors used by Google to evaluate the quality of content.• Entry Page: The initial page a visitor lands on when they visit your website.• Evergreen Content: Content that remains relevant and does not become outdated.• External Link: A link from your website to a different website. F • Featured Snippet: A summary of an answer to a user’s query, which is displayed on top of Google’s search results.• Footer Link: Links that are placed in the footer section of a webpage. G • Google Analytics: A web-based service offered by Google that measures website traffic and performance based on an analysis of data and statistics.• Googlebot: Web crawler that drives Google’s search engine.• Google Business Profile: A free business listing provided by Google that appears in maps and web search results and allows a company to claim/create a profile, and update the profile with information including hours, links, and photos.• Google Consent Mode: A feature that allows websites to adjust how Google tags behave based on user consent. It enables websites to respect users’ privacy choices regarding cookies while still measuring key metrics and optimizing performance.• Google Search Console: A web service by Google which allows webmasters to check indexing status and optimize visibility of their websites. H • Heading Tags (H1-H6):  HTML tags used to define headings on a webpage.• Hreflang: An HTML attribute used to inform Google about different language and regional versions of a webpage.• HTTPS: A secure version of HTTP that encrypts communications between your browser and the server, working

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The Importance of SEO for B2B

The hallmark of a great website is an optimal user experience (UX)  – with an architecture that is understandable, easily navigated, and allows users to quickly find the right products and information to support their research, review or purchasing decision. Properly planning, implementing and maintaining a B2B search engine optimization strategy will position your business prominently in the marketplace, and in the search results. The importance of SEO for B2B businesses is evident when considering some recent statistics: • 89% of B2B researchers gather information about potential purchases online • 53% of website traffic is from organic search (vs paid advertising) • 42% of B2B purchasers use a mobile device during their search • Less than 1% of searchers click beyond page one page of Google results • The average B2B buyer conducts 12 different online searches before interacting with a B2B website When Done Right, SEO is a Win-Win for Both User and Business  At its core, excellent SEO practices: • Allows users to find your business more easily with higher search engine results page (SERP) rankings.  • Ensures your website offers content that helps solve the problem they’re searching about  • Creates positive brand visibility  • Ensures your website renders properly on different devices and browsers • Provides key data people are seeking • Improves the user experience SEO Maintenance is a Must Do  Search engine optimization takes ongoing maintenance and monitoring to be sure you are listing where you want, and don’t fall in the rankings. Even if you achieve that coveted first-place ranking, take the steps to ensure both your site code and content are updated regularly, and take stock of your keyword performance to gauge how your rankings compare to your competitors. Just because your site is at the top today, doesn’t mean your competitors aren’t actively working to grab that position from you. We Understand the Importance of SEO for B2B Businesses  Exceptional search engine optimization and maintenance is crucial in this digital age. Whether you are building a new site or need ongoing B2B SEO services to improve an existing build, our team of experts is here to help. As a Google Partner agency, we have the resources to measure, monitor, and improve your page experience and search engine rankings. Reach out via the form on this page or contact us via phone or email and let’s talk. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. When you need B2B SEO experts, look no further than Stifel Marcin. Let’s get started.

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Why Google for Search Engine Optimization

Below is the major U.S. search engine market share break-down.* Search Engine Optimization for Google The first time we meet with a new client about website SEO, we often get asked why we talk about Google so much. First, we reference the numbers and usage statistics. Then we say, “Well, what do you search for.” We can probably count on one hand the number of times the response hasn’t been Google over the past two decades. Search Engine Algorithms While Google is the biggest, it’s not all that different from Bing or Yahoo. The three major U.S. search engines use very similar algorithms to determine rankings. There might be a slight difference in rankings, but at the end of the day, it’s pretty close. Since Google is the most-used, we focus and monitor the largest resource of traffic. Also, many people don’t know that Bing and Yahoo are owned by Microsoft, and operate with very similar parameters. Work Toward First on Google Want to ensure your company is ranking first in Google? Give us a call or complete the form on this page and someone from our team will be in touch! *Source: StatCounter.com Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you’re looking to invest in SEO services to help increase your web traffic, we can help. Contact us today.

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The Importance of Long Tail SEO

As a marketer interested in increasing your ranking on search engine result pages (SERP), you may have heard the terms “short tail SEO” and “long tail SEO” (search engine optimization). With 70 percent of queries on search engines containing long tail keywords, lets explore why they should be a critical part of your SEO strategy. Short Tail vs Long Tail Keywords for SEO Many start with smaller phrases known as short tail keywords. These are usually one or two words that are relevant to your business in a general sense. For example, someone searching for bakery services may begin a search with a short tail keyword like “local bakery.” Another user searching for a bakery could be looking for something much more specific and enter a query like “bakery near me with gluten free cupcakes.” The type of keywords a customer uses in an online search usually depends on which stage of the buyer journey they are in. Early in the process, potential buyers tend to use general terms as they begin to research a product, service or problem. As they go further through their journey and gather more information and understanding, they begin using more specific keywords and longer, more descriptive terms, most of which we consider long tail keywords. Advantages of Long Tail SEO Both users and businesses benefit from using keywords specifically for long tail SEO. Searchers get more defined results that likely provide them (or gets them closer to) the information they need. Your organization gets important data to help you understand your website visitors’ needs, challenges and how you can help move them more fully through the purchasing funnel. Other long tail keyword benefits include: Less competition – Since long tail keywords are more specific, there tend to be fewer competitors using the exact same keyword. The chances of your site being seen by relevant audiences on search engines increases, especially with Google’s ability to personalize search results. Less keyword competition means they cost less to bid on, so you’ll optimize costs.  Higher conversion rate– The people searching these types of keywords usually know what they are looking for and typically are further down the buyer path with an intent to buy rather than just doing initial research. Higher ranking of short tail keywords– Most long tail keywords already contain short tail keywords, helping both phrases to rank higher in search engine results. Google looks at search intent when choosing which results to display. Keywords are a main part of how Google determines this. The strategic use of long tail keywords for SEO can keep your site from falling in rankings. Voice search– With voice search gaining popularity due to devices such as Amazon’s Alexa® and Google Home®, long tail keywords more closely match the conversational tone used. Talk to a Data-Driven SEO Marketing Agency that Drives Leads If you want to further optimize your website with long tail SEO, or begin the SEO strategy process (an SEO audit is a great place to start), the digital marketing experts at Stifel Marcin are ready to help. Contact us and let’s talk. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. Learn more about how our SEO services can Power Up your marketing.

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Does Google My Business Help SEO?

Stifel Marcin’s search engine optimization (SEO) plans often include Google My Business, which can be helpful with site ranking and visibility among local customers.   What is Google My Business? This free tool helps businesses create and manage their online presence within Google – the largest search engine in the world – within their search engine and maps applications. For companies with one location, or many facilities, there are many benefits of utilizing Google My Business, including helping to elevate your visibility within the vicinity of your physical locations. Move Over Yellow Pages Besides indicating where your business is located, one of the benefits of Google My Business is it gives you the ability to select five categories to affiliate with your business listing. Similar to the old yellow page listings, these categorizations aid customers in finding your products and services. Pick five phrases that describe your industry and focus, and Google will list you in that category. At least one of the categories must be an established Google classification, but the other four can be customized. For example, if we searched for “Italian Restaurant” the first three listings are for national chains. But if we search for “Italian Restaurant Hartford CT” the first listing is a site that has been optimized for that phrase, and the rest are Google My Business listings. Google Knows Where You Are Here’s the catch – note on our general “Italian Restaurant” search example, we said only the top three hits were national. After that, six listings were nearby locations in Google My Business. Google is pretty smart. First, it knows where you are. If you are using Google on Desktop, it uses an IP address, but if you are searching on mobile, it knows your longitude and latitude and can pinpoint your exact location. It’s the same technology used in driving navigation apps including Google Maps and Waze. Second, its search engine optimization algorithms identify terms Google thinks you might want localized results for. This is weighted more with terms like “restaurant” or “hospital,” but Google has begun to list anything it can easily identify as a location or business with related Google My Business listings. So, if you type in “plastic manufacturer” your search results will include local Google My Business listings alongside websites that rank highly for those keywords. Impact on SEO The above example demonstrates why Google My Business is not a substitute for a search engine optimization strategy, but a compliment to it. A properly optimized website is extremely important to ensure your business is visible when and where customers search for your products and services. When they search in Google, results include both Google My Business listings and website pages. In fact, the better your search engine optimization, the more likely your business will show up within Google My Business results because Google favors relevant, helpful and valuable search results and weighs sites with good SEO more heavily than others. Google may also rank you for phrases you don’t necessarily want. For example, we set-up an SEO package with Google My Business profiles for a large practice of eye physicians. All of the doctors were ophthalmologists. After a few weeks, the client called and asked why their doctors were also getting listed as “optometrists” – a less specialized type of eye doctor. Google had extracted a few words out of their practice’s website that referenced optometry. Then Google applied its own “understanding” of the word “optometry” and decided that those two factors made it a relevant search term. Search Engine Optimization Maintenance Search engine optimization is not an exact science. It takes ongoing maintenance and monitoring to be sure you are listing where you want, and don’t fall in the rankings. One of the benefits of Google My Business is that it’s a great tool to add to your SEO arsenal, but make sure it’s just a component of this essential marketing strategy. Looking to Optimize Your Google My Business Listing? Let our SEO experts set up or review your listing to ensure it compliments your larger search engine optimization strategy. Contact us and someone from our team will be in touch! Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If your interested in learning more about our Google My Business optimization services, let’s talk.

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Digital Advertising in a Cookieless World: What You Need to Know

As online consumer data protection and subsequent privacy regulations evolve, cookieless tracking will continue to impact the future of digital advertising. While browsers like Apple’s Safari® and Mozilla Firefox® have already limited third-party cookies, tracking restrictions will soon be implemented by Google Chrome®, the internet’s most widely used browser. Combine these players with other digital platforms and social media sites, and one can envision a future where our digital paths are much more guarded. In addition, with less data tracked, that means less data shared. In recent years marketers have had access to huge data houses, most often through digital marketing platforms. These houses aggregated and combined user data – sorting, storing and sharing their Big Data with marketers. While none of these big players are ready to say exactly how they will change, without question, a huge shift in digital marketing has begun. With big changes come big uncertainties, and many marketers are now closely examining how to best tackle a cookieless world. What is a Cookie? As defined by the FTC, a cookie is “information saved by your web browser. When you visit a website, the site may place a cookie on your web browser so it can recognize your device in the future. If you return to that site later on, it can read that cookie to remember you from your last visit and keep track of you over time.” Cookies allow for a more personalized online user experience, but not all tracking cookies are the same. Let’s explore in more detail:First-party cookies are created by the website that a user visits.  For example, if visiting a website requires a log-in and password, first-party cookies will allow the user to sign again without having to re-enter their information. If you’ve shopped online, you’ve likely entered items into your shopping cart, exited the site without purchasing and then come back to the site to find the items still in your cart. That’s first-party cookies at work. Unlike first-party cookies that remain only on a single domain, third-party cookies track users around the internet, usually with the intent of serving online advertising. Going back to the example above, if you’ve left a shopping site after looking at items online, only to visit another site and see ads for the items you were exploring on the previous website, you’ve been tracked by third-party cookies (in this case served with a remarketing ad). It’s these cookies that are used for audience profiling and ad customization. And its third-party cookies that are soon to be prohibited by Google Chrome. What Does a Cookieless World Mean for Advertising? In short, by the end of 2023, marketers will not have access to data provided by third-party cookies. Marketers and advertising services that rely on third-party cookies to target users will have to now rely on first-party cookie data, which remains accessible, along with newly developed tools like Google’s own “Privacy Sandbox,” ad technology designed to personalize ads while honoring user privacy. With a cookieless world near, many marketers are exploring cohort-based marketing. As explained by Google, “a cohort is a group of users that fall under common criteria.” Instead of personalized targeting to users based on third-party data, cohort advertising would target users within a common interest group. Google has also proposed a new “Topics API” designed to identify a user’s top interests during a three-week time period based on website activity. Websites could opt-in to the Topics API to serve users with personalized ads involving topics like travel, movies, auto, beauty, etc. As of now, Google plans to start with 350 topics categories. Tracking and understanding user’s online behavior and interests will no doubt be more challenging. The lack of third-party data will impact numerous tactics, from behavioral targeting to ad retargeting. Building and securing your own first-party data becomes even more crucial and scaling your tech tools and teams for the new changes does as well. The Time to Test is Now As the old saying goes, the only constant is change. Cookieless tracking may not go into effect on Google until 2023, but marketers can and should stay ahead of the curve by planning and testing cookieless strategies now. Partnering with an experienced PPC advertising agency like Stifel Marcin can help your B2B business stay abreast of the changes, while optimizing campaigns for maximum ROI. As both a Microsoft and Google Partner agency, our team works to ensure marketing goals, technical benefits and an understanding of your unique target audience is included in all PPC advertising. Since mid-2021, marketers have been warned to prepare for a cookieless world. And entities like Google and Microsoft don’t change overnight. While 2023 might be the actual final implementation that requires cookieless tracking, many expect these changes to begin sooner. Already many of us have greater ability to block tracking through our iPhones, apps, website visits and personal devices – which present prominent messages about data handling. If you’re considering how to best pivot to a cookieless tracking ad strategy, we want to talk with you. Complete the form on this page or contact us and a member of our team will be in touch. Stifel Marcin – The B2B Marketing Agency  Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about digital advertising, we’re here to help. Contact us today.

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Keyword Research Tips for Your B2B Organization

Effective B2B keyword research helps marketers determine which “key words”, or best phrases, can be used to help you meet your marketing goals. Careful research, strategic thinking and data-driven analysis can help hone your PPC placements – and therefore your spend – to be sure your ads are in the right place with the right presentation. While keywords might seem obvious, our clients are often surprised by the results. What many companies use internally as standard terminology are often unknown to customers. From descriptive statements, to application-specific “long-tail keywords” (see terms below) to generic terms related to a product category, knowing where to place and how to bid effectively, are critical for success. Some media will present PPC advertising like a quick and easy way to increase your leads. Google even offers recommendations and tips on how to run your campaigns. But remember, Google is a for-profit company driven by revenue… their tips are not necessarily designed to maximize your ROI (return on investment). And more importantly, they are not offered with a detailed understanding of your products and services – which is vitally important when working in a B2B space. Here are a few keyword research tips so you can maximize your targeting to improve click-throughs and ROI. Of course, the best approach is an expert approach, and our Google Certified team is always ready to help your company in its digital and PPC marketing, with our expertise in manufacturing, industry, medical and technology verticals. Data-Driven. Human-Focused A plan for B2B keyword research involves analysis and interpretation – combing data with input from your sales team to identify the words and phrases that will lead customers to your site and your products/services. We want to build a bridge between your keywords – a search query typed into a search engine – and the content you have on your website. Effective B2B keyword research is not just about getting visitors to your site. It’s about getting the right visitors to your site, those who match your target customer, meet your marketing goals, and are the most likely to make a purchase. Let’s assume your marketing team already has the right input from sales and leadership and is clear on your company’s target audience and business goals. The first step is to brainstorm an extensive list of potential terms to target. Next, we use that list to determine important data points that can help us identify which B2B keyword targets will work best. We look at information like: Keyword Expansion and Refinement Now that you have key data points, we want to expand and evaluate. If some terms are too broad (or too expensive), look deeper at the opportunities. Are more specific phrases available with good search traffic volumes? Are some keywords showing lots of search traffic and relevancy, and we should explore similar phases, synonyms, etc.? One effective strategy to help determine keyword viability is to simply conduct a Google search – see the results that appear and be sure what you expected to appear is what is displayed – and appropriate for your marketing goals. If more than 50 percent of search results are not relevant – especially when using a long-tail B2B keyword phrase – this should be a signal. Either you have identified a great opportunity, or you are not using the right phrase. The more irrelevant the expected search results are, the more likely the target that you want is going to change their search query and re-check a new phrase. Getting a final keyword target list is time-consuming. It takes evaluation, review, additional research and discussion. Balancing the Right Types of B2B Keywords When evaluating your B2B keyword list, you want to be sure you have included a variety of terms. While highly-focused, long-tail keyword phrases probably are very specific, very relevant and will use your budget effectively (due to low bid estimates), you may have an extensive campaign with very little traffic. Balancing short, medium and long-tail B2B keywords can help you get good quality clicks, but also increase your website traffic. If you maintain positions in the preferred top-three search results, sometimes a simpler phrase will serve your ad to a customer who is just starting on their buying journey – you will be first to capture their click, and then can drive them into your sales funnel. When evaluating your B2B keyword mix, one should consider these keyword types: Short-Tail Phrases: Usually consisting of one or two words, and are the broadest keywords, typically with the highest search volumes. These terms can be useful for brand recognition or to increase clicks to your site, but it is sometimes difficult to discern these users’ intentions. These short terms typically have a higher bounce rate (people who only view one page of a website) or may be people who are early in their purchase journey and not ready to convert to a lead. A small selection of these terms can be useful when building out a new campaign, or when your marketing goal is to increase the number of clicks. Actively reviewing these terms is very important and can also provide other relevant data. Medium-Tail Phrases: These are keywords that typically utilize three or four words. While more specific than short-tail phrases, they will also have lower search volumes. Often these users have a clearer sense of what they’re seeking. This makes it easier to optimize your ad content, connect with the consumer, and direct them to the right content on your website. Additionally, if one manually reviews the full scope of search queries, marketers can often find new keyword opportunities. Long-Tail Phrases: Usually a long-tail phrase consists of four or more words and are highly-specific, tend to have the lowest search volume and low competition levels. Statistically, these keywords usually result in higher-quality leads because they capture people later in the sales process and/or are highly-qualified, and potentially ready to convert. Balancing your business goals – brand visibility, increasing site visitors, promoting specific products/services and increasing qualified leads – are all important

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Digital Marketing for Manufacturers: A Roadmap for Success

Digital marketing has rapidly become a necessity to remain competitive in today’s manufacturing marketplace. With many B2B buyers turning to digital platforms to research, purchase, and engage with products and company leadership, manufacturers must take advantage of digital marketing strategies to reach potential customers and stay ahead of the competition. By utilizing the power of the web, social media, and other digital marketing tools, manufacturers can create an effective and efficient strategy that will help them reach more customers, build awareness of their products, and increase their sales. What is Digital Marketing? Digital technology is front and center in our daily lives. Digital marketing allows companies to interact with consumers in a more direct way, in real time, and where they are at – on screens. With Americans spending 10+ hours a day on a screen, savvy marketers have increased their digital marketing tactics, serving messages to prospective and current customers where they’re spending valuable time. There are many online tools available to help promote your products and services through paid campaigns, digital placements and website experiences. But knowing the right way to use these tools is critical for success. Expert digital marketers know how to create results – and typically at a lower cost than traditional marketing methods. Digital marketing tactics include: • Search engine optimization (SEO)• Pay-per-click advertising (PPC)• Remarketing• Content marketing • Email marketing• Video marketing• Social media• Apps and interactive tools, and more. How Does Digital Marketing Benefit a Manufacturing Business? Excellent question! Digital marketing for manufacturers can reap many rewards, including increased brand and message awareness, more leads and conversions and improved loyalty. Perhaps the most notable benefit is that it provides a unique opportunity to customize a user’s experience. Unlike brochures or print ads, digital campaigns can be highly targeted and designed for various customer targets, ensuring a more personalized brand connection to your prospects. Digital marketing is typically more cost-effective as well. Especially beneficial for manufacturers with limited resources, digital services can be strategically combined based on business goals, targets and budget to maximize impact.  Not to be understated is the ability to measure your marketing results. With any marketing spend, being able to analyze and measure results is invaluable. As we always say, “data tells a story,” shedding light on web traffic, content performance, and more. Data sources like Google Analytics® allow marketers to make insightful decisions – showing ways to increase performance when campaigns are yielding positive results and knowing when and how to pivot when there are opportunities for improvement. Digital Marketing for Manufacturers: 8 Tips to Maximize Results and ROI Below we explore eight digital marketing best practices to help set your organization on the road to success: 1. It All Starts with a Plan To meet your marketing goals, you first must define them, and plan the strategy to help you achieve them. Establishing clear and measurable KPIs (key performance indicators) – like lead generation, brand awareness or customer engagement – can help ensure that your marketing plan is aligned with overall business goals. Important during the planning phase (and refining along the way) is the identification of your target personas. Understanding who your ideal customers are, their pain points, and best ways to reach them are key pieces of information for your action plan. Creating a strategic digital marketing plan can seem daunting. Our work in digital marketing for manufacturers can create unique opportunities tailored to your company’s needs and deliver quantifiable results. Reach out, our experts are ready to help. 2. Review Your Website for Conversion Opportunities Evaluating your website for conversion potential (or CRO – conversion rate optimization) is an important step in improving your online presence. Looking for potential barriers to conversions, such as unclear calls to action (or asking too many), slow load times or difficult navigation, can help identify areas of your site that are working optimally or those that need improvement. Your CRO ultimately should relate to those KPIs that we discussed above. For instance, digital marketing for manufacturers may include goals like achieving higher search result rankings, increasing web traffic, growing customer engagement, and improving your pipeline of qualified leads. Reviewing your website with these goals in mind can ensure that your online presence is optimized for success. Do you have clear CTAs? Are forms easy to find and fill out? Some simple website improvements can lead to more conversion opportunities. Our website design experts can help you achieve your goals and set your company apart from the competition. 3. Implement SEO to Drive the Right Traffic to Your Site SEO (search engine optimization) is a critical part of any successful digital marketing for manufacturers strategy. Not only does it help businesses reach target audiences by increasing visibility but, when smartly executed, it can lead to increased conversions, leads and sales.  An added bonus – organic SEO typically tops the list when it comes to the best long-term ROI. SEO provides your marketing team with valuable data that can help you understand: • Key search terms prospective customers are searching online.• Pain points and challenges that prospects need to solve.• Types of content that will best serve their needs.• How current and new competitors are ranking.• How to plan your website to expand your traffic, and ultimately, your sales. Eighty-nine percent of B2B buyers research information about potential purchases through online search. If you’re looking to step up your SEO efforts, check out our tips at “How to Improve Your SEO Ranking on Google: 6 Tips from Our Experts.” 4. Create Engaging Organic Feeds Today’s digital age makes social media marketing an increasingly critical component of an integrated digital marketing plan for manufacturers. With 84% of B2B leaders using social media as a source in making purchasing decisions, it’s important to craft an organic social plan that elevates your brand as knowledgeable and responsive. Engaging social media feeds help build relationships with potential customers and followers, while providing an opportunity to improve brand recognition and trust. Social media is one place where you can have direct, two-way conversation with your brand loyalists, as well as with

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