Generative Engine Optimization (GEO): A Marketing Primer

The new era of search is here. Artificial intelligence is unlocking new ways for people to find information and solve problems, with greater speed and confidence than ever before. AI-powered engines and platforms are fundamentally changing the nature of online search as we know it.  It’s an exciting time. These emerging AI tools can do some really cool things. But for business leaders, it can...

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A Complete Guide to Using Original Research to Elevate B2B Content Marketing

Let me know if this sounds familiar: You’re drafting a masterful thought leadership piece and want to back up your thesis with a strong data point. After a bit of searching, you find the perfect one! But when you click through to the source, it takes you to one of those “Billionty Best Statistics For Marketers” lists. Okay, so you find the stat again, click through, and it takes you to… an older...

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SEO in 2025: Adapting to Google’s New Reality

In the latter half of 2023 and throughout 2024, the SEO landscape has been thrown into upheaval. Monumental updates and changes have left many small- and mid-size websites reeling, especially in niches where they once outperformed larger competitors. The reality is, SEO results almost never happen in a vacuum. Every action you take on your site is influenced by a web of concurrent developments — algorithm updates, SERP feature shifts, and more. This makes it difficult to isolate variables...

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Try These 7 B2C Influencer Marketing Tactics for B2B Success

Despite their differences, business-to-consumer (B2C) and business-to-business (B2B) influencer marketing share several key similarities.  Both audiences seek value, with a strong emphasis on trust, credibility, and social proof. They are actively engaged online and respond well to relevant, high-quality content. Effective influencer marketing strategies for both segments leverage this content...

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Content Localization Tips From the Experts

Content localization can be a time-consuming, research-intensive process, which is probably why it’s often overlooked — even by big brands that otherwise have highly robust and effective SEO strategies in place. But that’s also what could make it such a key differentiator for you. When you take the time to accurately localize your content, your brand won’t just feel like another option for your audiences. Instead, you’ll feel like a brand that actually understands them and takes the time...

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How Strong SEO Strategies Will Boost Your Lead conversion

Whether you work at an agency or you’re managing a marketing budget in-house, you’ve probably had the classic debate before: do you focus on organic lead cultivation through SEO or try to generate as many leads as possible with aggressive tactics right now?  I won’t pretend to be impartial: When you have the choice, favoring SEO is almost always the better investment. This isn’t an unfounded hunch, either: in our client programs here at TopRank Marketing, organic traffic consistently...

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Should You Develop a Microsite for SEO? Learn Why and How

If you’re searching for Nike shoes, you might go to Nike.com and browse. But what if you want to know more about Nike as a company? Say you wanted to research their sustainability commitments and practices before you buy your new kicks. In that case, you can visit nike.com/sustainability and find a whole mini-website dedicated to everything Nike and eco-friendly. Nike’s sustainability hub is a great example of a microsite. It helps a particular audience explore a single topic, with depth...

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