Question: Often business to business Marketing is based around word of mouth and not as much as SEO and Google searching. Do you have some tips on how to use SEO in this environment where it is not individual users but rather businesses searching for your company?
Answer: This is a My background actually is in technology, here in the San Francisco Bay Area, and as such most of our clients have actually been B2B (business-to-business). Here are some thoughts. First, even in B2B, people still use Google very heavily for that first contact. In Tech, lots of businesses optimize their SEO on very specific long tail keywords. They will never run the volume of keywords like ‘Reverse Mortgage’ or ‘Online Coupons,’ but that isn’t the point. The point is to use them to start a conversation with a potential client.
Second, with these long tail B2B keywords, often the keyword tools do not work very well. Their low volumes give you little information on how searches are constructed. So in this environment, you must ask yourself, your coworkers, and especially your customers how they ‘find you.’ What is that initial search like? Think about it like getting married. Yes, eventually you find your soul mate and fall in love, but the start of the process is that initial meeting. At a bar, at work, somewhere, and it starts with a very simple exchange of interests. In SEO, that very first meeting can be a Google search. And in B2B these are often very high value interactions, so you will never do high volume. But you will do high value (as you do hopefully in marriage!).
Third, after identifying your target keywords, think about your landing page strategy. In B2B your sales process often begins with a ‘registered lead,’ and from there your sale staff usually talks on the phone or meets in person. So the major goal of your website is often to generate registrations. Therefore, think of something FREE you can give a potential client. A FREE consultation. A FREE webinar. A FREE white paper. Something interesting and non-threatening, and don’t ask for a ton of info. Just get that initial contact from your website registration form.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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