Use keyword reports to strengthen online marketing

One of the big changes in search engine optimization in 2015 is Google's support of more natural keywords. In fact, this can be seen in the fact that there's no longer any option for exact keyword research in AdWords (1). Leading up to this trend is the reality that there are more tools used in online search. For example, voice-optimized tools, especially through mobile technology, make it possible for people to look for answers and information using natural speech patterns.

When B2B organizations look at the performance of their keywords with SEO in mind, it can be a vexing experience. Rankings can go up and down on a daily basis, which means it's important for companies to keep an even keel and try to maintain perspective. One way to look at keyword rankings is to keep in mind how they collectively influence the trustworthiness of a website (2).

When the phrases tend to form a consistent theme around the Web content, it presents opportunities to build on that to solidify authority in the eyes of buyers. Otherwise, keyword ranking reports can help guide an organization and indicate where there's a need for more content.

1. "2015 Predictions: Google In The Year Of The Goat"
2. "3 Messages Your Rankings Are Sending"

Sheila Kloefkorn (1031 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.