Although organic search can be very effective at supporting demand generation efforts within B2B organizations, columnist Derek Edmond notes that SEO professionals are often left out of these conversations. Here’s why they shouldn’t be.
The post How To Tie SEO With 3 Popular B2B Demand Generation…
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Google keeps on getting better at delivering answers instead of pages in the SERPs. Stone Temple Consulting released a report today that examined 855,243 queries from July 2015 that were also documented on December 2014. This apples-to-apples comparison showed that Google is now displaying a rich answer for 31.2 percent of the terms, up from 22.6 percent in December.
The queries selected for this study were terms that Stone Temple Consulting thought had a “strong chance of generating a rich answer.” This isn’t all queries, but a very select group of terms. Another important finding within this query set was that the use of answers with a text and title saw a 778.6 percent increase and that images saw a 75.3 percent lift.
In AdWords, broad keywords (with broad match modifier applied) are great. Broad match keywords let you enter the paid search auction without knowing the search queries in advance, as well as giving you a way of getting to difficult-to-predict long-tail users.
However, there’s a big problem with the way some account managers implement their broad match keywords. Because such keywords pay no heed to the order in which the words in a search query appear, it’s possible to have equivalent broad match keywords in your account.