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Synchronicity was my first choice for the custom needs of our website rejuvenation. If you want a professional team with great values and honesty I would choose them. They are very flexible and have a knowledgeable team who can adapt to most any situation.
Matthew Scanland
Matthew Scanland
Virginia Tech

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Proven Results



Find out how we generated 118 marketing qualified leads in just six months.

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How a Revitalized Digital Marketing Strategy Started Generating Real Results for AccruePartners

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Anyone who has built and launched a website has likely encountered an oft-repeated acronym: SEO (search engine optimization). And while you might not have ever done SEO yourself, you've benefited from it in the past: Every day, search engines like Google employ complex algorithms to sift through more than 400 billion web pages and deliver the most relevant results.

Website owners like you use SEO techniques and strategies to get their websites to the top of the search results for relevant user queries. But SEO is not a one-time endeavor — Google and other search engines change often, and ongoing SEO ensures your website stays in front of the people you want to reach. Just as a physical storefront requires regular maintenance and updates to stay competitive, your website needs ongoing SEO to remain visible amidst the ever-changing digital landscape.

The ABCs of SEO: What is Ongoing SEO and Why Does It Matter?

Don't let the techy jargon intimidate you. HubSpot — considered one of the gold standards for SEO and digital marketing advice — defines SEO as simply a collection of strategies and tips that "expand a company’s visibility in organic search results'' and help "drive more visitors to the company’s website, increasing their chances for more conversions which leads to more customers and more revenue."

SEO Connects the Search Engine Algorithms With Your Website's Content

Regardless of your website's goal or industry niche, all SEO techniques have one thing in common: They look at ways to optimize your website's content, keywords, and links to help search engines rank your website higher in the search results when someone searches for something related to your keywords, content, or brand name.

According to HubSpot, SEO needs to address the key factors that all search engines use to determine the value of your website's content — and therefore how high in the search results your website or specific landing page should appear:

  • The intent or meaning behind why someone is searching for a specific term or question
  • The relevance between what someone searches for, and the content on your website
  • The quality of your content (for instance, a website about physical exercise written by certified personal trainers is deemed by Google to be higher quality than a website where the articles are written by non-experts)
  • The performance of your website, such as how long it takes a page to load and whether it works well on mobile devices

Static SEO Versus Ongoing SEO: Why It Matters to Stay Fresh and Keep Your SEO Updates Current

As users' web behavior changes and technology evolves, search engines proactively adjust their algorithms.

If you aren't conducting ongoing SEO maintenance and upgrades, a well-optimized website today can quickly become obsolete tomorrow, causing your search rankings to drop and attracting fewer organic visitors. Google itself updates its algorithms several thousand times per year, including significant "major" changes every few months that dramatically change how it crawls and ranks content. For example, Google's infamous Panda update changed how it ranked how-to lifestyle content on the Internet, causing one major content publisher to lose a whopping $6.4 million of traffic and advertising nearly overnight.

How Ongoing SEO Influences Your Website Strategy

Staying abreast of changes to SEO techniques and strategies provides important guidance to your content, marketing, and overarching website strategy. For example, it can dictate or influence:

  • How much content you publish, and the content's format, length, and focus
  • How you incorporate other forms of media on your website, including images, video, and audio
  • How you organize content on your site, including landing page layouts and your site's navigation
  • What keywords and target users your website focuses on

Embrace the Power of Ongoing SEO

Caroline Forsey, an expert in thought leadership and marketing content, looked at the survey results from more than 400 of the world's leading web analysts to predict the biggest SEO trends of 2024. According to her data, some of the top changes in SEO strategies this year include:

  • A heavier emphasis on expertise, meaning the content on your website should come from experts in your related field (including bylines and author bios that demonstrate the author's credentials and experience on the topic they're writing about)
  • A renewed emphasis on first-person, credible content, especially as more websites generate high volumes of low-quality AI content (Google itself has announced upcoming changes to tackle low-value articles created by AI)
  • A priority on websites that are deemed trustworthy, such as e-commerce sites with well-rated customer service, or content sites that do a good job of citing trustworthy research and statistics
  • Bonus points on content that is creative and original and doesn't simply rehash content found on other sites

Of course, these SEO trends will inevitably change every year, and ongoing SEO will keep you competitive no matter what Google, Bing, and other search engines do. No matter your website's industry or content strategy, ongoing SEO requires that you:

  • Focus on keeping your content fresh and high quality, including new blog posts or regularly refreshing and updating old product descriptions or articles
  • Conduct keyword research often, since the terms or phrases that your core audience uses will evolve over time
  • Maintain your website's overarching performance, such as mobile-friendliness as mobile devices evolve, and page load speed
  • Build a diverse portfolio of high-quality backlinks from authoritative websites within your niche, which may include outreach campaigns, getting others in your industry to write guest blogs, and participating in online forums or communities
  • Keep on top of technical and performance metrics, such as scanning your site for broken links (and fixing the links you uncover) and using tools like Google Analytics and Google Search Console to track organic traffic, keyword rankings, click-through rates, and conversion rates
  • Stay on top of algorithm changes so you can adapt your SEO strategy in real-time

Some website owners think of SEO as the first step of their promotional strategy. But it's less a first step, and more an ongoing journey to ensure you, your brand, and your content stay relevant in such a competitive atmosphere. Whether you choose to go it alone and take a DIY approach to SEO, or you choose to consult with a digital marketing and SEO agency, check in often and make sure your SEO evolves as the world around you evolves.

10/19/21, 12:37 PM

Local networking and direct mail still have a place in business-to-business marketing, but for the most part, digital marketing has completely taken over — and for good reason. Online advertising, search traffic, and social media let you hone in on a highly targeted market and deliver the specific message most likely to persuade them.

You don’t need to be an expert on new media to take advantage of digital marketing’s power and flexibility. If you’re a B2B marketing professional who is new to marketing online, you just need to understand a few basics.

Your Website Is Your Hub

Your website is your online home, and all your other channels should connect to it directly. Over the years, some companies have tried to do away with having a dedicated website by using a social media page as their online home. But that puts your online presence at the mercy of a social media channel that could vanish overnight — remember MySpace and Google Plus?

Your website should be equipped with the latest web design trends and UX best practices to ensure users are having a good experience on your site. At a minimum, your website should include the following pages:

  • Home: Greet your customers and let them know what you do in a nutshell
  • About us: Visitors will click here to learn about your background, qualifications, and the types of businesses you serve
  • Services: List what you offer. This is where your sales pitch and pricing information should be located
  • Contact: Offer as many choices as possible, including phone and email

Add other pages that make sense for your business, but try to stick with evergreen information that won’t require a lot of seasonal updates.

Choose Digital Marketing Channels That Make Sense For Your Market

It’s easy to get overwhelmed by the mind-numbing array of online marketing channels — but you don’t have to be present on all of them. The key is to know your customers well and choose the channels they’re most likely to be using. Here are some of the most popular options for B2B marketing:

Email Marketing

B2B sales often involve a much bigger spend and longer-term commitment than consumer sales. That’s why many B2B companies offer valuable incentives like a downloadable guide or free webinars in exchange for sharing your email address with them. If you can do the same thing on your site, and follow up with emails that are useful to your potential customers, you’ll gain their trust and build a positive brand image in their minds.

Paid Advertising

Google advertising is incredibly valuable for two reasons: It is everywhere, and it is incredibly targeted. You can choose a specific audience like restaurant owners, marketing directors of travel companies, or university department heads and put your ads in front of them everywhere they go online.

Content Marketing Through Blogging

A well-written collection of blog posts hosted on your website can bring you traffic for years. Some companies fill their blogs with self-serving content about the inner workings of their company, but if you want your blog posts to attract traffic, you have to begin with the end in mind. What questions might your target audience be typing into a search engine? Write thorough answers to those questions and the search engines will send you free traffic all day long.

Content Marketing Through YouTube

An alternative to writing blog posts is to create videos for YouTube. The same marketing principles apply — provide the answers your clients are most likely seeking and present your brand as a friendly, helpful expert. For B2B businesses, topics like how-tos and reviews are very popular.

Social Media

LinkedIn is a great place to reach business clients, but it’s not the only social media option for B2B marketing. Business people are using Facebook, Instagram, and Twitter all day to communicate with clients, and if you’re there too, you can connect with them. Use paid advertising to reach your market faster while you build your audience.

What Content Should You Create?

There are lots of options for content you could be creating to share online, including blog posts, infographics, videos, podcasts, white papers, product sheets, images, and more.

To decide which content you should create, consider these three factors:

  • What will be most appealing to your target market?
  • What is your team best at creating?
  • What formats make the best showcase for your specific expertise and services?

Keep in mind, you can synergize by recycling your materials in different formats across different media. For instance, if your team researches and writes an in-depth white paper, you can highlight different aspects of it in blog posts. You can also create an infographic highlighting your white paper’s main points, or discuss them in podcast episodes, youtube videos, or Instagram reels.

Your Unique Digital Marketing Plan

As you’ve seen, there are many solid channels available for online marketing. Your marketing plan doesn’t need to use all of them — in fact, if you spread yourself that thin, you might not be very effective at anything.

Instead, choose a few primary channels where your potential customers are most likely to see your content. Focus on creating materials that showcase your team’s core competencies and demonstrate your authority in the marketplace. The result will be an effective digital plan unique to your B2B marketing needs.

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