Inbound Marketing Blog

Maybe your colleagues have talked about them. Maybe you’ve been tasked with writing one. Or maybe you’ve come across articles discussing their virtues and where they fit into your marketing mix.

But pinning down a satisfying definition of exactly what a pillar page is—in a way that's genuinely helpful for creating one—can be tough to find. There's tons on perspectives floating around the web.

So at the risk of adding more noise to an already loud conversation, we've kept it short and simple.

Read on for a functional definition of a pillar page how the concept has expanded to include several varieties of pillar pages.

Pillar pages are a great tool to organize and plan future content as well as improve SEO and the user experience of your site by giving both searchers and Google what they want.

Thinking about writing a pillar page for the first time and don’t know where to start? Here, we’ll walk you through the process of making 10x content pillars, from laying a foundation of research to launching your page.

In digital marketing, some things change fast.

In the last few years, businesses invested more in digital, and customers showed a preference toward increasingly digital and personalized experiences, as well as fast service that enabled them to engage on their time.

These trends lend themselves perfectly to inbound marketing—inviting marketers to provide content and advertising that is increasingly tailored to individual consumers or accounts.

Read on for bandwagons worth jumping on and B2B-friendly tactics to consider for your digital marketing strategy.

Should your business focus on acquiring leads through an SEM strategy or focus its efforts on improving SEO for lead generation?

For B2B lead generation, the answer isn't always cut and dry.

To get to the bottom of what will be the most effective strategy for your business, you'll want to evaluate the pros and cons of both SEM and SEO against your business goals and the search landscape you're trying to break into.

Read on to explore both strategies and why it may be beneficial for your B2B company to put both into practice.

For businesses selling to a local market, reviews are crucial for driving customers to your door and helping you appear higher in search results. 

According to BrightLocal's annual survey:

• 98% of consumers used the internet to find information about local businesses in 2022, up from 90% in 2019
• Google is the most trusted review platform across all industries. In 2022, 87% of people used Google to research local businesses (up from 81% in 2021).
• 98% of people read online reviews for local businesses
• 76% of consumers “regularly” read online reviews when browsing for local businesses, compared to 77% in 2021
• 46% of consumers feel that online business reviews are as trustworthy as personal recommendations from friends or family (down from 49% in 2021).

At the same time, a WhiteSpark survey acknowledged the importance of certain review factors as important local SEO ranking signals, particularly for appearing in results based on your Google Business Profile.

If you know your website needs to perform better organically in search, but don’t have the tools, time, or expertise to make that happen yourself, you’ll likely seek out an SEO service to help.

Consultancies, freelancers, and agencies offer all kinds of services to help you occupy top spots in an important topic and keyword areas. If you’re not sure what exactly these services are, how they work, or whether they’re worth it, then this is the post for you.

In the last decade or so, local small businesses have experienced a fundamental shift in the way customers find them.

Print advertising, yellow page listings, and outdoor advertising—while still relevant in some cases—have gone by the wayside.

In their place, we have the most advanced discovery engine ever created: the internet.

Savvy local business owners shifted with their customers, prioritizing increasing local search ranking via engine optimization (SEO), conducting internet advertising, and participating in social media.

However, between the pandemic and advances in technology, things have changed again, and will continue to do so whether or not local businesses are prepared.

If you’re building a new, modern website for your manufacturing company or refreshing an existing one, you have a golden opportunity to capitalize on the benefits of Search Engine Optimization (SEO). SEO involves a broad set of strategies used to make websites more visible in search engine results pages.

But for many manufacturers, the main value of well-executed SEO is that an improved website can be used to better generate leads. From there, if you want to try other digital marketing tactics, like pay-per-click search ads (PPC) or content creation, you will have a steady foundation to build upon.

When a business sets out to use SEO (search engine optimization) for the first time, it often  runs into an immediate problem: how to pick the right keywords to pursue.

Teams know they need keyword targets, but how do they determine which ones are the best for each of their pages?

In this article, we lay out a process for determining the type of keywords that can attract high-value, qualified prospects to your web pages.

TABLE OF CONTENTS

• What are keywords?
• Keyword Research Basics
• What makes a great B2B keyword?
• Adding keywords to your web page
• Capitalizing on keywords you already rank for
• Conclusion

What are keywords?

Keywords are words and phrases that people use to search for things in a search engine.

When someone wants to answer a question or find a product, service, business, or website, they type a query into the search bar, like “accounting services madison wi,” then hit enter.

It’s safe to say that lead generation is a top priority (and challenge) for most marketers this year.

Recent HubSpot reporting reveals that 61% of marketers rank lead generation as their number one challenge.

The same report also finds that the company website is still the most-used marketing channel for lead generation.

Roughly 55% of marketers consider search engine optimization (SEO) either “very important” or “extremely important” to their overall marketing strategy.

Consider that:

• 70% of B2B buyers already know what they need before contacting a sales representative
• 74% of B2B buyers report researching at least half of their work purchases online