Tag Archives: seo tip

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.

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.

SEO tip: Use meta-tags for non-text files

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:

  1. To encourage searchers to click through to your page
  2. Reinforce the existing content on the page
  3. 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.