Search Engine Optimization Challenges for B2B Marketers
SEO can be challenging for any business or marketer, but there are some issues unique to the B2B realm that can make this area particularly tricky for those who work in that sector.
While there are too many issues to address here, let’s briefly touch on a few that you might need to consider.
Users are seeking solutions they can trust. While on the surface they may be seeking a supplier for a product or service, people researching B2B vendors are often really trying to find a partner or solutions provider. With that in mind, they are more likely to do broad research, looking for data-driven information from objective third parties that support their buying decisions. This is why it is so important that potential customers can find helpful information about your company not only on your own site but (perhaps even more importantly) on other reliable, trusted sites. SEO solution: Your marketing strategy should include producing content that can be used by other sites and/or establishing yourself as an authority they will often cite as an industry leader.
Database-powered sites and pages can cause SEO headaches. Many B2B companies use a database-driven system to generate pages on their site(s). According to a Lithium Marketing Portland SEO company, this is particularly true in the case of companies that display a high volume of product specs, catalog listings or other text-heavy content on their sites. This process generally involves a computerized system that can constantly update these pages in a very short time. While this is efficient, the downside is that this automated system doesn’t always produce SEO-friendly results. SEO solution: Work with your tech team to identify and avoid possible SEO issues, such as duplicate content and naming systems that could generate problematic URLs or title tags.
Lead generation is one of the top priorities (and biggest challenges) for many B2B companies. With regards to SEO and content, this is a multi-step process. Potential customers must be able to find your information, and then your content must hold their attention enough to keep them interested until they are ready to buy. SEO solution: Identify strategic keywords most valuable for SEO, and make sure your content has strong call to actions and is compelling enough to lead visitors through the conversion process.
This is just a small sampling of the SEO issues that can cause headaches for B2B marketers, which is why KEO Marketing specializes in providing search engine optimization assistance for businesses in that sector.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.