SEO for B2B Marketing: tips to reach more customers

Search Engine Optimization (SEO) is an important part of any Business to Business (B2B) marketing and lead generation program designed to reach more customers.  With most purchase decisions involving web research at all stages of the decision process, getting found by search engines is key.  While many companies need help, the good news is that SEO is quickly moving from a hard to understand technical discipline to a marketing discipline focused on strategy, planning, prioritization, and execution.

Understanding search engine optimization (SEO) and key SEO priorities for B2B Marketers.

Unlike B2C SEO marketing which often concentrates on technical optimization and “black-hat” specialists who try to “cheat” the system, improving SEO results for B2B comes from a combination of technical optimization and content value.

Technical optimization is similar to hygiene.  Without good hygiene it is hard to get a date (ask any 14  year old boy!) but hygiene alone will not get you many dates.  To become successful in the dating game you need more than good hygiene, you need to be interesting, and even more importantly interested in your date’s interests.  You need charm to be truly attractive.  SEO for B2B marketers works in a similar way. (more…)

The real reason you use Google

When people  use Google, they’re not looking for information. They’re Googling for something more than that. They’re looking for knowledge. There is something they want to know.

I can almost hear you saying: “Now, wait just a minute, people aren’t using Google to educate themselves. Knowledge? What, you’re saying we all want to be Einstein?”

That’s not what I mean at all. I’m simply saying that when you type something into that all-powerful Google search bar, one of these conditions likely applies to you:

  • You have a question, and you want to know the answer.
  • You have a problem, and you want to know the solution.
  • You have a business issue to deal with, and you want to know what to do.
  • You have money to spend, and you want to know what to buy.

If you have something you want to know, you’re looking for knowledge.

Giving people what they want to know is what knowledge marketing is all about. Give it a try. Be helpful, informative, useful. Be linkworthy.

Start here: What does your customer want to know?