For a few months I've been testing targeted Twitter ads, seeing if any decent leads came through the pipeline. As a way to pre-qualify any visitors, I wrote the ad copy to include a base price so I don't have to pay for tire-kicking traffic or worry about sorting through potential leads that aren't a good fit for us (or us being a good fit for them). But one day another SEO firm responded to my tweet and this is the conversation that followed ... 

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When was the last time you conducted an audit of your content? If it's been awhile, now is as good a time as any to review what you've accomplished up to this point. Aimlessly creating content just for the sake of creating content results in missed opportunities. Even though we'd like to believe that all of our content is great and we're hitting all of the topics we should be covering, the truth is that we're probably not.  

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More than once a B2B SEO client has come to me after a year or so of work (and great success I might add!) and asked "what else should we be doing?" It's as if there was some secret level 2 SEO tactic that I had been holding back from them! But here's the real secret to SEO; it's not sexy, it's not flashy and there are no "next level" tricks to success. There is no envelope to push, no new ground to break. For better or worse the search engines make the rules and we have to follow them. It's by following those rules and making the most of them that you succeed. You have to fully embrace the process and make the most of it. There is a lot of room to grow, and there is always the chance to do more, but there are certain lines you simply can't cross.

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As we know, marketing has seen a large shift towards inbound methods in recent years. Marketing is no longer about sending a message out to the masses and hoping it sticks. Instead, it's necessary to get in front of target audience members when you know that they are actively researching and looking for the products/services that you offer. Search engine marketing is perhaps one of the most important inbound methods that exists. Optimizing your online content to appear within organic search results is a must, but what about PPC advertising?
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