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.
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
Natural search is the best tactic for generating online leads and outperforms almost all other types of online marketing, according to a recent study out of the U.K. reported by eConsultancy. Meta-tag descriptions are a small piece of the SEO puzzle that can be easily overlooked, but can help search rankings even for non-text files.
“Meta-tag keywords and descriptions become more important when the search engines are not able to determine (or have a difficult time determining) the “aboutness” of a file, such as a video file. In this situation, a keyword-focused meta-tag description can make or break search engine visibility.”
While meta-tag descriptions have been devalued in the past, some major search engines still use metadata when displaying a page’s listing.
Meta tag descriptions should have three goals:
- To encourage searchers to click through to your page
- Reinforce the existing content on the page
- Help achieve top search engine positioning in results that use meta tags to determine relevance
Meta-tag content alone will not make or break your search engine results, but is still an important factor to remember. Organic, natural search traffic requires a broad knowledge of SEO best practices including (but not limited to) how your site is set up, internal linking structure, page construction and quality content.
Stop worrying about Google search rankings and forget the even exist. Excuse me, what?
It’s actually the exact advice from a Copyblogger post I came across today. The headline “Here’s How to Stop Worrying About Google Once and for All” was very effective in catching my attention, and the following article had some great advice.
Brian Clark shares how his initial strategy with Copyblogger was to ignore search engines. Why? Because he believes you shouldn’t depend on them for traffic.
Clark’s advice is to pretend like search engines are not a traffic option and focus your efforts on repeat traffic and referral sources.
His three “S” strategy includes:
Subscribers – “Getting someone to voluntarily pay attention to you over time is the greatest gift you can get as an online publisher.”
Social Media – Get other people talking about you. Chatter on other Web 2.0 sites creates quality links and encourages people to visit your site.
Selling – Build trust in your audience through social media referrals and loyal subscribers. Once you have the trust, then you can start selling.