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Joshua Grasmick Leads a New Era in Digital Marketing with – openPR

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Audience First SEO With HubSpot [Podcast] – Search Engine Journal

Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Podcast: Download
Subscribe: Apple Podcast Google Podcasts Spotify
In today’s digital age, having a well-optimized website is essential for any business looking to succeed online. However, simply focusing on keywords and topics may not be enough to stand out and connect with your target audience truly.
Rory Hope of HubSpot joined me on the SEJ Show to discuss integrating actual audience data into SEO strategies to go beyond the basics of critical terms & topics.
Learn how to integrate audience intelligence and social listening data into keyword strategies to understand your ‘SEO persona.’ You’ll be able to plan more relevant and engaging content and digital PR (link building) campaigns to generate better results.
Many SEOs I know sometimes struggle with integration into broader marketing. I think one of SEO’s worst enemies is being in a silo where people see the SEO’s role as being purely keywords or having and not having a voice in broader content strategy in strategic discussions. I think SEOs can start to bring in social data to support the reasoning as to why content is being published, to help keyword performance by tailoring it all back to the keyword topic, then building out from there and saying we’re listening to these publications and these influences because we’ve seen that these websites rank for these keywords topics that we want to target. –Rory Hope, 27:53
Social is fascinating because we’re looking at the digital marketing pillars –email marketing, social media, marketing search, organic search page search, and the ability to use persona typically are not necessarily integrated into what I would call traditional keyword research. A lot of the tools now have things like intent, which helps, but what does the persona look like, what does the buyer look like, who is the buyer when they’re searching for something, and what terms are they utilizing that others may not identify and better filter down into Google. –Loren Baker, 7:17
In the sense of SEO, we’re missing out on getting back to the audience and understanding the persona. So I think that audience intelligence tools have a real place at the table within an SEO toolset. –Rory Hope, 26:07
[00:00] – About Rory
[04:18] – What is Hubspot’s Hustle?
[08:01] – Importance of social data in SEO.
[20:26] – Key benefits of link acquisition opportunities.
[32:28] – How social data can work from an agency point of view.
[36:15] – Tips for teams that are spread out worldwide.
[38:23] – What C3PO means.
Resources Mentioned:
The Huste: https://blog.hubspot.com/the-hustle
Let’s look so, so what you need to think about here is I like to call it audience first SEO. So you know your base layer research, your foundational study remains the same. You are conducting keyword research, clustering keywords into topics, subtopics, intent analysis, and building a keyword targeting planner. I think that’s important to know. However, you would use social data to enhance your SEO strategy by integrating data sources from audience intelligence tools. –Rory Hope, 11:04
So I’ll reevaluate what will allow you to use social insights and social listening on the influences that you are confident in your SEO personas that search for keyword topics you want to rank that they are engaging with you regularly to enhance your SEO topic model content strategy. Then, you can keep adding relevant thought leadership content there so that it doesn’t go stale. –Rory Hope, 19:57
It all goes back to the core of marketing. Understanding your audience, understanding the sociology behind everything they do, what they’re talking about, why they’re talking about it, and identifying those trends that you feel have gotten lost in SEO. We’re so keyword-heavy; everything else, like identifying those trends, isn’t necessarily part of it. –Loren Baker, 24:04
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect With Rory Hope:
Rory Hope is a seasoned SEO and growth marketer who’s an expert in digital marketing strategy and leadership. Rory is the Head of Content SEO at HubSpot. He leads the Content SEO team, drives their strategy, and oversees organic growth.
He’s passionate about sharing his knowledge and helping others implement cutting-edge SEO and growth marketing strategies for their websites or businesses. So, if you want to take your digital marketing game to the next level, you won’t miss Rory’s insights and expertise!
Connect with Rory on LinkedIn: https://www.linkedin.com/in/rory-hope-33a31066/
Follow him on Twitter: https://twitter.com/Roryhope.
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
Conquer your day with daily search marketing news.
Join Our Newsletter.
Get your daily dose of search know-how.
In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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Standing Out in Cybersecurity: Strategic SEO, Advertising and Content Marketing – AccuraCast

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In a market as crowded and fast-paced as cybersecurity, cutting through the noise and attracting attention is a constant challenge. Cyber companies looking to differentiate themselves can do so by strategically combining SEO, paid advertising, and content marketing to create a powerful presence. Together, these tactics position a brand as an industry leader, educate audiences, and build relationships that ultimately drive growth.
A well-crafted SEO strategy remains the backbone of digital visibility. Research shows that around 68% of online experiences start with a search engine, and in a field as competitive as cybersecurity, appearing at the top of search results can be the difference between gaining a client and losing them to a competitor.
Understanding keyword relevance in a B2B space requires a bit more precision than B2C because potential clients are often conducting technical research. Cyber companies can benefit from utilising long-tail keywords that match specific needs, such as “cybersecurity solutions for financial institutions” or “compliance monitoring tools for healthcare.” According to Ahrefs, keywords with low competition but high specificity are often more likely to drive qualified leads, particularly in niche areas. By targeting these, cyber companies can increase the chances of reaching high-value prospects with purchasing intent.
On-page optimisation is another critical component of SEO. This includes optimising page titles, meta descriptions, headers, and even the structure of the website to make it both user-friendly and search engine-friendly. For example, a clear, intuitive navigation structure helps both users and search engines understand your site better, which can positively affect your ranking. But the optimisation doesn’t stop there. For cyber companies, building trust is essential, and search engines are now considering user experience and site security as ranking factors. Google, for instance, prioritises sites with secure HTTPS encryption, meaning cyber companies absolutely need to ensure their sites are both safe and fast.
While SEO is a gradual process, paid advertising can provide instant visibility and help cyber companies gain traction quickly. Google Ads and LinkedIn Ads are often the top choices for B2B advertising, each with distinct advantages. Google Ads can capture demand directly from those actively searching for solutions, while LinkedIn Ads are better suited for targeting specific industries, job roles, and company sizes. 65% of B2B marketers report that LinkedIn has been their most successful social platform for paid ads.
To maximise the effectiveness of paid advertising, cyber companies should start with a clear understanding of who they want to reach and what their pain points are. For instance, if a company specialises in AI-powered threat detection, it could target CISOs and IT directors specifically with ads addressing AI-driven cybersecurity’s advantages. A well-defined audience and targeted message ensure the advertising spend isn’t wasted on individuals who aren’t decision-makers or have no immediate need for cybersecurity services.
Another essential element in paid campaigns is the landing page experience. A strong ad is only as good as the landing page it directs users to, and for cybersecurity, this page needs to be informative, trustworthy, and conversion-focused. Key components include clear messaging, proof points like case studies or client testimonials, and a prominent call-to-action that guides visitors toward contacting sales or booking a demo. Conversion rate optimisation (CRO) techniques, such as A/B testing different landing page elements, can significantly improve the return on ad spend by increasing the percentage of visitors who take the desired action.
Producing high-quality, insightful content allows cybersecurity brands to showcase their expertise and build trust with potential clients. Statistics suggest that 82% of B2B buyers review at least five pieces of content from a potential vendor before making a purchase decision. For a cybersecurity firm, this means having a content strategy that educates, informs, and reassures.
Effective content marketing should address both top-of-funnel and bottom-of-funnel stages. At the top of the funnel, blog posts, white papers, and thought leadership articles on topics like “emerging cybersecurity threats” or “how to prepare for GDPR audits” can attract visitors in the awareness stage. Cyber companies can use these pieces to draw attention to their unique expertise, helping to build a sense of authority and trust in the brand. Consistent blogging, for instance, has been shown to generate 67% more leads than companies that don’t engage in blogging, making it an essential part of a content strategy.
For leads that are closer to conversion, bottom-of-funnel content like case studies, detailed product guides, and webinars are invaluable. These provide prospective clients with in-depth information on how a company’s products or services work in real-life scenarios, which can ease any final hesitations. For example, a case study demonstrating how a company’s threat detection tool helped a similar client avoid a data breach would resonate well with prospects who are in the final stages of their decision-making process.
All three strategies – SEO, paid ads, and content marketing – are interconnected. Paid ads can boost the visibility of high-performing SEO content, while engaging content supports SEO and gives users more to interact with when they click through from ads. For cyber companies, integrating these approaches into a cohesive strategy allows for consistent visibility across multiple touchpoints, increasing the likelihood that a potential client will encounter and engage with the brand.
What can a cyber company do to put this into action?
While SEO, paid ads, and content marketing are powerful individually, they are strongest when integrated. With a clear strategy and ongoing optimisation, cybersecurity companies can carve out a unique space in a competitive field, building authority, attracting new leads, and, ultimately, driving growth. The cyber industry moves fast, but a well-executed digital marketing strategy ensures companies not only keep up but lead the way.

AccuraCast is an international B2B digital marketing agency. Our multilingual advertising, seo and social media marketing services are powered by data intelligence and cutting-edge technology. Find out how we can help.
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Agency take: Brand is now “the crucial fourth pillar” of a successful SEO strategy – Performance Marketing World

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by Cheryl Crossley, Head of PR, IDHL 31 October 2024
Google’s algorithms have always been ever-evolving and are notoriously shrouded in mystery. One of the few certainties is that such updates always bring about change for digital performance marketeers as we seek to achieve the very best search results for brands.
And while the latest updates were no exception to that, they also bring to the forefront how Brand’s role – encompassing PR as a crucial component to enhance reputation, visibility, authority and engagement – has been on an evolving journey for some time.
Over recent years, there has been a drive to integrate Brand into SEO strategies across the industry. It’s now at the point where it is starting to be seen as a crucial fourth pillar for SEO strategies, in my view. Put simply, an alignment of Brand and SEO strategies now enables brands to achieve better results.
Some brands which had perhaps previously put all their energy into the three traditionally core areas of SEO – technical performance, content and authority (link acquisition) – risk seeing performance growth stall without the adoption of an aligned digitally-focused Brand strategy. Channels underneath that Brand strategy – including PR, organic social media, video content and influencer marketing to name a few – now appear to often carry more weight when considering SEO because Google is increasingly expecting brands to demonstrate trust, authenticity and credibility to rank well.
Ultimately, the harder these aligned Brand and SEO-minded assets work for every brand – and by that I mean ensuring that they also reach the right target audiences with relevant, quality content which reflects brand values and messaging – then the far better success for Brand equity and awareness, and the greater the potential visibility improvements in Search Engine Results Pages (SERPs). This wasn’t deemed as vital a few years ago and adoption of an aligned approach isn’t as widespread as it could be, hence why it’s important to really double down on it now as things continue to move at pace.
Trust and authority
It’s so important for brands to be viewed as authoritative voices in their fields. Building brand trust and authority through consistent messaging and PR efforts also enhances SEO by improving backlink profiles and domain authority. This area of the industry has been on a journey for some time and I’m never going to profess that backlinks are the answer in isolation; it always has to be quality content via PR – think of landing that one in-depth piece of content which talks directly to a target audience. That’s going to achieve far more than an output of 50 other pieces across random titles. And this helps to build that credibility Google now favours alongside the technical SEO pillars that have been established over the years.
Social synergy
While it may be the case that social media does not influence a brand’s SEO rankings directly at this point, it does play a role in brand exposure and traffic generation. Efforts to promote quality content through social channels can enhance brand awareness and drive referral traffic. This channel will no doubt play a more dominant role in the future for SEO, so it’s always good to be ahead. Some people are calling TikTok the new Google, so while the exact format Google will take ongoing is unknown, it’s not farfetched to suggest that the search engine will adapt to have more of a social feed style, with more video led content ongoing.
Keeping it local
With the rise of local search, brands can also benefit from prioritising local aligned SEO and Brand strategies, ensuring that their presence is optimised for local searches, which often tracks back to PR efforts in terms of regional media coverage. Often community engagement can play its part here too. Ensuring locality sits as part of the wider strategy will help to drive longevity for SEO results.
A combined approach to make data-driven decisions
Our PR and SEO teams work hand in hand at IDHL, and we are continually monitoring data analytics and performance of the brands we work with. While we emphasise the essential part that Brand plays in SEO strategies, having the data points that indicate impact has made sure we’ve been able to finetune workstreams over the years; ensuring Brand sits among the myriad of technical elements of SEO which are still vital to the strategy.
The last few weeks, since the latest Google algorithm changes, have also been about liaising with and educating clients since the alterations came into play; demonstrating the benefits they’ve already seen by integrating Brand as a key pillar.
Data and digital have to be paired with Brand teams across the industry and we need to be more confident as a sector in quantifying what this looks like and how to demonstrate its worth; otherwise brands run the risk of losing momentum on those all important search metrics that they’ve built up over recent years.
Quality reporting
For some time, we’ve recognised at IDHL that Brand awareness and reputation insights can and should feed into SEO reports. Yet this doesn’t seem to be industry-wide at the moment.
By working in the way we do, we’ve been able to showcase how brand search volumes and referral traffic can demonstrate Brand improvement as well as SEO for a multitude of brands. It’s also enabling us to optimise and accelerate growth for our clients via a fully-integrated approach.
In summary, I believe that performance marketeers who look to unite Brand and SEO strategies, and integrate broader reporting metrics, can help businesses adapt to and see SERP improvements from the recent algorithm updates.
As professionals in this space, we need to ensure brands we work with have the right attitude and agility to keep abreast of the fast changing landscape that SEO presents; giving them the technical capability and Brand knowledge to empower decisions that drive results to grow their business. That way, search algorithm changes will be seen as a way to unlock future growth, rather than challenge historic success.

If you’d like to speak to us about how IDHL can build and execute a combined Brand and SEO strategy based on data, get in touch.
SiriusXM’s data clean room, latest AA/WARC report, and Linkedin hit with record fine: this week’s must reads
Nearly three-quarters of shoppers prefer Amazon for holiday shopping inspiration
CTV accounts for almost half of all video ad views in Europe
Google or Meta? The best way to spend your paid media budget during peak
‘Discovery happens everywhere, but decisions are made on Google’, says tech giant’s UK MD
Channel 4’s digital streaming investment pays off for 2024
Top 5 adtech tools this week: Blis, Nexx360, StackAdapt, Space & Time and DAC
AA/WARC: Total adspend increases 13.5% in H1 2024
Google ordered to pay over €26m in antitrust damages to Equativ
SiriusXM media launches data clean room for GroupM advertisers

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Decoding Ads Policy: Google’s Head of Ads Safety Talks Clicks and Compliance [Podcast] – Search Engine Journal

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The Importance Of First Party Data Activation [Podcast] – Search Engine Journal

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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
In this guide, industry experts explore the challenges and opportunities presented by the onslaught of AI tools, and provide actionable tips for thriving amid these shifts.
Discover the latest trends, tips, and strategies in SEO and PPC marketing. Our curated articles offer in-depth analysis, practical advice, and actionable insights to elevate your digital marketing efforts.
Join three of Reddit’s top executives in this exclusive AMA (Ask Me Anything) to discover how you can tap into Reddit’s unique platform to drive brand growth.
Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
Podcast: Download
Subscribe: Apple Podcast Google Podcasts Spotify
Cookies going away in Chrome?
They already have been eliminated from the most popular browser on the mobile market – Safari.
How does this affect marketing & sales? What about Shopify merchants?
Brent Ramos, Product Director at Adswerve, joined me to discuss incremental measurement in ecommerce and beyond.
We talked about the importance of first-party data and the possibility of losing a lot of the third-party data that we’re getting through cookies on the Chrome browser.
Third-party data will probably always exist in some format, to some kind of degree, and not all third-party data is bad. First-party data is certainly not bad. It’s required for many daily things that we as consumers experience that we enjoy. So those first-party cookies will persist and will persist more than the third card, third-party cookies. –Brent Ramos, 05:58
Those touchpoints make up a full, wholesome persona of what a real human being could look like. And so it’s not a matter of how you collect it, but it’s a matter of having you started? And what are you doing? See it with an eye to activation. –Brent Ramos, 07:20
From the consumers’ point of view, they will be getting a better experience. They should be able to have better conversations with their brands across all of the different touchpoints and channels in a way that’s responsible and appropriate. And it’s useful all at the same time. –Brent Ramos, 11:10
[00:00] – About Brent
[03:13] – What is first-party data, and how is it different from third-party data?
[05:38] – What Brent thinks about Google’s first-party data announcement.
[07:00] – How can businesses begin with first-party data?
[10:11] – How will it change consumer experience?
[12:23] – Why didn’t people pay as much attention when Safari made the change?
[16:24] – Where do you keep first-party data?
[18:26] – Challenges behind owning data that businesses should be aware of.
[22:01] – Samples of first-party campaigns.
Resources mentioned:
Adswerve – https://adswerve.com/search
So the faster you can get first-party data and lifetime value modeling embedded into your bids, the better you will be. And you won’t have to worry about competition nearly as much when you know you can do that. –Brent Ramos, 26:52
Once you add lifetime value into the equation, no matter what the attribution channel, you’re just talking in a different language. Which is more so marketing than direct response that we’re used to talking with an SEO. –Loren Baker, 24:07
It’s only going to force firms and agencies to become better storytellers. That’s really what the core component is. –Brent Ramos, 11:10
For more content like this, subscribe to our YouTube channel: https://www.youtube.com/user/searchenginejournal
Connect with Brent Ramos:
Brent is a seasoned digital entrepreneur and ad tech expert with over 15 years of experience. He combines his expertise in front-line tactics and high-level strategy to help clients use the Google Marketing Platforms to achieve their goals.
He has been focused on delivering the highest level of predictable success possible based on new ideas that lead to high-level strategic marketing success as Product Director at Adswerve.
Connect with Brent on LinkedIn: https://www.linkedin.com/in/brentramos/
Connect with Loren Baker, Founder of Search Engine Journal:
Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing …
Conquer your day with daily search marketing news.
Join Our Newsletter.
Get your daily dose of search know-how.
In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses — and careers.
Copyright © 2024 Search Engine Journal. All rights reserved. Published by Alpha Brand Media.

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