Tag Archives: b2b seo

B2B search leads: Quality over quantity

When it comes to most things in life, opting for quality over quantity is typically the best way to go. The same goes for your business to business marketing efforts.

Judging a marketing program by the quantity of leads produced rather than the quality can be a disastrous tactic, according to the latest research from Marketing Sherpa.

Their most recent weekly chart aims to outline the quality and quantity of leads generated by search sources.

B2B search leads: Quality over quantity

B2B search leads: Quality over quantity

Every organization’s lead quality to quantity ratio will differ from one to the other. Too many leads and you’re overwhelmed. Too few and you’re not reaching any goals.

Here’s some of the Sherpas’ advice on finding an ideal equilibrium:

Search has become an ideal solution to balancing lead flow because, in many cases, the spigot can simply be opened or closed to control volume. The more complex challenge is controlling lead quality. This requires a much more strategic approach to optimizing not only web pages for SEO but, in the case of paid search, carefully aligning the context of PPC keywords with ad listings and landing pages.

Marketers who are optimistic about the months ahead and said they will be focused on sales growth resulting from an economic rebound, understand that higher quality leads will convert to more revenue in less time, and are addressing the challenge of generating them now.

Half of HR vendors rank poorly online, where do you stand?

Since their launch of the SEO Center at HR Marketer.com, the company has been witness to some interesting statistics when it comes to how well HR vendors are managing their SEO.

HR Marketer’s data shows that not many have the hang of it, with only half of HR vendors ranking on the first few pages of major search engines for their top keyword strings.

After analyzing hundreds of HR vendors using their SEO Center, HR Marketer found that:

  • About 20% of HR vendors don’t show up on the first 10 pages (100 rankings) of top search engines (Google, Yahoo!, MSN).
  • Another 30% of HR vendors ranked on just one or two sets of keywords, but after the first two or three pages of search results.
  • Only about 15% had “exceptional” SEO, meaning they landed on page 1 of search rankings for at least two or three keyword strings.

On a positive note: What their data reveals is that about 50% of HR vendors do “get it” and are ranking on the first few pages of major search engines for their top keywords.

According to HR Marketer’s Mark Willaman, the data showing how many B2B companies are using SEO effectively to improve their search rankings should be a wake-up call for the other half of marketers out there.

“These are the companies being found first. So if your competitor ranks and you don’t guess who is getting the leads?” Mark asks.

Does your company “get it” when it comes to SEO and search rankings? What have you found that works or doesn’t work for your B2B that could be useful for others out there? Leave a comment and let us know.

B2B marketing and RSS, making the connection

An estimated 70% of B2B technology marketers are missing key opportunities to directly influence sales decision makers by not incorporating Really Simple Syndication (RSS) into their company’s online marketing strategy, according to a report from MarCom Ink.

B2Bs fail to connect with RSS

B2Bs fail to connect with RSS

RSS is a general term used to describe a group of web-based feeds used to publish frequently updated works including blog entries, news headlines, audio and video in a standardized format. Using an RSS reader, subscribers can stay up to date on timely events from their favorite websites.

After visiting 300 U.S. B2B technology-company websites, researchers found that about seven out of 10 are not using RSS. Researchers also found that while 30% of companies provide RSS, only 10% have multiple targeted feeds allowing subscribers to choose from a variety of topics.

These findings are important, Marcom Ink said, because while only 16% of the general public use RSS feeds, 71% of technology buyers find them valuable, according to a 2007 MarketingSherpa and KnowledgeStorm survey of more than 3,000 B2B technology-sales decision makers.

“RSS offers B2B technology marketing and PR professionals a golden opportunity to establish ongoing relationships with their target audiences and become a trusted source of valuable information on topics buyers care about most,” said Kim Cornwall Malseed, principal, MarCom Ink.

While evidence specifically geared toward B2B training product and service marketers is still missing, this recent study examines a missed opportunity for many organizations. RSS feeds can be used to alert customers of product specials, new articles, upcoming events, best selling products and much more.

Along with informing customers of the latest company news, the added benefits of using RSS feeds include:

  • Increased traffic. Submit your RSS feed to places like Technorati, Google Blog Search and BlogCatalog (here are some more places to submit your RSS feed). Getting your RSS feed listed in RSS search engines and directories creates new ways for potential customers to discover your brand.
  • Free advertising. With little effort, you can deliver timely and valuable information to a wide audience of subscribers. Once your RSS feed is set up, subscribers receive regular news and product information that could help them in purchasing decisions.
  • Higher conversions. RSS product feeds allow customers to receive product information straight from the source. Customers are more inclined to buy products from familiar and trusted sources. RSS feeds keep your brand name at the top of the list when customers are ready to buy.
  • Customer loyalty. With the constant communication and information they deliver, RSS feeds can act as a customer relationship management tool to maintain customer loyalty and provide customers with valuable content.

How does your company use RSS to generate leads and improve site traffic?

Niche searchers: When it’s OK to be #2

It’s believed that if your Web pages are not listed on the first page of search engine results that your business is virtually invisible on the Internet. But, the latest research from Marketing Sherpa explored one large exception to that rule – niche searchers.

Examining the behavior of niche searchers, the Sherpas narrowed their research to a group of industrial engineers who regularly click through to the second page or deeper of search engine results to find information.

This specific group of niche searchers dig “significantly” deeper than general searchers and sometimes expect that the information they’re looking for will not appear on the first page. “The same applies to other highly-specific searchers,” according to Marketing Sherpa.

“Just because these searcher are willing to keep looking doesn’t mean they won’t happily click on an earlier result if it’s relevant. Using the long-phrase searches found in your log files can give you insight into how to optimize. Even if these highly specific pages only get a few clicks per month, chances are good that those clicks will be very valuable for companies with high price points.”

The takeaway: Improve search engine optimization on pages in your website that appeal to niche searchers. Even though your pages aren’t making it to the first page of results, a niche searcher will work harder to find exactly what they’re looking for.

This research is great news for all of the training marketers out there discouraged by poor search engine rankings. Keep optimizing so training professionals can find your pages. If they’re determined and their search is specific enough, they’ll dig well past the second page of results.

Niche searchers dig deeper on the Web

Niche searchers dig deeper on the Web

SEO/SEM advice from across the web

Do you know how to find the right keywords for your online marketing strategy and how to leverage those keywords to allow customers find your site and training products easily?

The right SEO and SEM strategies can mean the difference between your site making it to the top of search results or being virtually invisible. Here’s some great tips and information from across the blogosphere to strengthen your strategy:

Ian Lurie from Conversation Marketing shares 10 SEO and Marketing-Friendly Title Tag Formulas that will help quiet some arguments around the office.

Marketing Sherpa answers 15 SEO questions including: Is the long-tail keyword dead?

SEO Guy Shavkat Karimov predicts that in the next year or two SEO will become obsolete and personalized search will take over. Is no more SEO a reality?

Anne Haynes from Kansas City SEO and SEM recently sent out a question on her Twitter network asking SEO experts whether they use underscores or hyphens when constructing websites.

Is it possible to outsmart search engines? Jason Kintzler from PitchEngine explains how to use the latest SEO techniques and online tools to build your credibility within media outlets.

SEO Tip: Put your address on your website

Include your mailing address (in plain text) on your website if you want to rank well in local search results, according to Conversation Marketing guru Ian Lurie.

By simply adding a text address to the footer of his site, a week later they ranked in the top 5 on Google and Yahoo! local results.

Put your address on your website

SEO Tip: Put your address on your website

You may not think ranking well in Google Maps matters to your business, but look at it as another way to connect with a potential customer. Someone may be searching for one of your product or services in their location, your business pops up in their local search, they visit your site and you get the sale.

“Add your address. It’s just silly not to.” – Ian Lurie

Another tip: If your business isn’t listed correctly, visit Google’s Local Business Center. After registering your business, Google will send an activation code to your physical mailing address that you will have to enter into your online listing to be accepted.

How to develop B2B SEO vs. B2C SEO

Business to business marketing is a strange animal compared to business to consumer marketing. Among other differences, B2B markets are smaller, have a much longer sales cycle, and deal with complex services and products.

Understanding the difference between the two can help you effectively reach your target audience and create more sales. In Web terms, it means you must develop targeted B2B SEO that will attract the right customers to your site who are interested in buying your product.

Business to consumer marketing is straightforward, most consumers know what they want or need when they go out looking for it. With business to business customers, it gets a little more technical. They may know what the problem is, but don’t know the exact solution they need to fix it. B2B marketing should be implemented with a full understanding of your customer’s needs, problems and the solution that will fit.

While B2C customers may do some research before making a purchase, it usually doesn’t compare to the lengths B2B consumers must go through to find the information they need. Your website content should contain all the information B2B consumers need when making a purchasing decision. Quality SEO starts with quality content.

The biggest step to targeting the right customer is developing the right keyword strings. Don’t be afraid to approach existing customers for help. Ask them to describe, in concrete words, their problem and the solution they’re looking for. Knowing the keywords existing customers would use can help you attract potential customers with the same problem. This strategy will help you get a great head start on keyword research.

Remember, you’re not always going to hit a home run on the first swing. SEO is a long-term effort that takes endless research and tweaking to get it right.

There are tons of tools out there to help and most won’t cost you a penny to use. Jump on over to the Search Engine Journal where Ann Smarty has compiled the most ultimate collection of free online SEO tools known to man.