Google’s RankBrain: Another Gift for Industrial Marketers

Industrial marketers should embrace Google’s changes to their algorithm with great industrial content marketing. RankBrain is just the latest

printed_circuit-RankBrain.jpgMost industrial marketers do not embrace SEO as they should (I know…I have been helping them for 14 years), let alone Google’s new algorithm called RankBrain.

RankBrain…sounds intimidating doesn’t it?

RankBrain is just another algorithm update from Google that improves the search experience for its users.  RankBrain is “machine-learning artificial intelligence technology” that will continue to deliver improved search results, satisfying your industrial customer’s need for answers to their questions. The “machine-learning” part of the algorithm is the new technology Google is promoting.

Google tells us that RankBrain is the “third-most” important signal contributing to page rank. Amazingly Google will not tell us the first two.  Silly Google.  

My guess is, links (i.e. “votes” for your webpages) remain the most important signal and the actual words you use in your content (i.e. webpages, white papers, e-books) are the second most important signal for Google.

What does all this mean for the industrial internet marketing?

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Marketing Automation for Industrial: Holy Grail or Fail?

Marketing automation for industrial marketing can be a huge competitive advantage, IF you can find the right talent

industrial_marketing_failure_or_success.jpgInbound marketing on a marketing automation platform has become a hot topic within industrial marketing departments. Inquisitive & perceptive industrial marketers want to know the real story behind marketing automation. Is it the holy grail of marketing, as some say? On the other hand, is it a marketing boondoggle?

While taking a break from my grandkids over the Holidays I noticed this report from my favorite marketing automation provider, HubSpot, in the Business 2 Community blog. This report sheds some light on the nagging questions.

There is tons of marketing automation platforms out there. Knock yourself out if you want to research them.  In a recent video, Marcus Sheridan, marketing automation evangelist, provides a  holstic view of marketing automation, Is HubSpot and Marketing Automation Right for Your Business?  I believe Marcus’ assignments are just as valid for industrial as any sector.

In my mind, HubSpot provides the best experience and results for the small to mid-size industrial market, where my practice focuses. The State of Inbound reports in the past have been spot-on in terms of my experience on the ground.

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