B2B SEO – the ferrari parked in the garage

The number of consultancy discussions I have about b2b websites not designed with search engine optimisation in mind leaves me hopping mad.

It seems inconceivable to me that SEO isn’t a fundamental element of the website design process. Yet, there are still scores of company sites that have been designed,  built and launched without due consideration for their online visibility.

Why on earth invest time, money and effort in something and then not let it flourish? To me, it’s tantamount to buying a ferrari and keeping it in the garage – not driving it, showing it off, enjoying it.

As commercially-minded marketers, we need to remember how important search engines are in reaching prospects and customers. In previous posts, I’ve discussed how professional buyers are using the Internet to search for suppliers at all stages of the buying process.

It is no longer desirable, it is essential, not least because of competition from global inter-connectedness. Your business doesn’t compete in your city or county any more – your competition is coming from savvy businesses much further afield.

It’s a word game.

Content remains king in SEO. But whilst the amount of content grows exponentially, the quality deteriorates. Browsers now have unparalleled and unlimited choice and no time to waste. The trick to getting and staying found lies in relevance and frequency.

So, in preview, to a series of upcoming posts on the SEO and B2B websites, here is a primer on some of the big picture thinking around why thinking and investing in SEO is imperative.

Think:

1. Relevance. Picking the right words is key. Not what you think customers are using but what they are using. Use the Adwords tool and interrogate it. Visit competitor websites and View>Source to check their meta data. (Future posts will explain some of this). It’s also important to consider combinations and longer tail search to avoid competition and get to the heart of what they want.

 

2. Timeliness. Website content ages quickly. It might be that your company has entered new sectors and markets or left some behind. You may have new products or services to promote, or legislative changes to share. Or there may be a requirement to communicate with other stakeholder groups such as distributors, agents and investors, as well as customers and prospects. All these opportunities give rise to the concept of ‘content in context’ and an opportunity to review how you promote and optimise this content.

3. Consistency / accuracy. Uniform use of keywords on page and in code is critical to success in SEO and returning in search results. Simple things like spelling and grammar can have a big impact too.

4. Engaging. Good performance in SEO can also be achieved by use of more interactive or ‘sticky’ content. Video, for example, not only offers a powerful way to demonstrate product features and benefits, and bring a corporate entity to life, if hosted on YouTube or Vimeo and on your website it can dramatically improve site visibility, ranking and inbound traffic.

5. Connected. It’s important that all links within your site are checked regularly, particularly as the site grows. Updating or removing content leaves the site at risk of being littered with errors and broken links.

Ready, to take that Ferrari of yours for a drive?

 

Image: http://hdwallpapers4desktop.com

2 thoughts on “B2B SEO – the ferrari parked in the garage

  1. I’ve recently started a new position and inherited a fairly new web site with absolutely no SEO whatsoever. I am now in the position of retro-fitting the site with meta data.

    Is it the responsibility of the person commissioning a site to specify that it is built with SEO in mind? Or is it the responsibility of the agency who are building it to discuss this with the client?

    In the case of my inherited web site, the person who commissioned it is not a digital native, and I believe they should have been guided in the right direction by the agency responsible for building the site, but I don’t think they understand SEO either.

    I also have a Jaguar. It spends most of the time in my garage. I think it’s about time I took it for a drive! :)

  2. Pingback: How to ensure you use the most relevant SEO keywords in your B2B marketing | The Marketing Assassin

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