Survey reveals opportunities and difficulties in SEO

A survey conducted by Ascend2 and Research Underwriters found many marketers have trouble implementing search engine optimization strategies they consider important. Some of the most effective tactics were also perceived to be the most difficult. Among B2B marketers, 44 percent responded that creating original content was an important task, but 38 percent cited it as one of the most difficult SEO strategies. External link building and social media integration were also seen as both beneficial yet challenging.

Facing challenges in content marketing
The importance of content marketing was acknowledged by B2B marketers surveyed, but so were its challenges. For many reasons, marketers may find that creating original content on a reasonable schedule is hard to do. It is important to recall that not every piece of content on a website must be a white paper or complicated infographic; short, informative blog posts are perfectly effective.

It is also of benefit to marketers to create a content schedule, which can guide the efforts of creatives in generating relevant content. Scheduling both the length and topic of pieces can save a lot of time, and allows marketers to write ahead when they have the resources to do so.

Content marketing tips are plentiful on this website and elsewhere, and marketers should consider researching ways to make their efforts easier and even more effective. Those that require more guidance and assistance should contact an experienced interactive marketing agency. Content marketing is too important to make a substandard or half-hearted effort at deploying it, and an agency can give marketers the help they need to create superior content.

Social media integration success
Content marketing is the core of SEO efforts for B2B marketers. It is quality content that will help both external link building and social media integration – if readers enjoy something, they will be moved to link to it and to share it on their social media pages. Therefore, any challenges a company faces with other areas of SEO should be revisited after their content marketing strategy is solidified and is experiencing success.

There are software solutions available for social media integration, and many content management systems offer easy ways to use them in concert with website design and updating tools. Marketers should investigate these and see whether they give any guidance. A budget for social media expenditure is also essential; rarely is a good social media integration campaign without cost. From hiring someone to manage social media content to purchasing ad space, a good presence on social platforms has its costs.

As with content marketing, if companies continue to struggle with social media integration, they ought to contact an agency with proven expertise in the area. This is well worth the expenditure, particularly given the great importance of social media to SEO, and of SEO to conversion rates.

Measuring SEO strategy effectiveness
Many of those marketers surveyed reported that they judged their SEO efforts by measuring conversion rates. Other metrics they relied on included website visitor traffic and search rankings by keyword. It is important to measure these factors in order to determine how well an organization's SEO efforts are functioning. If there are areas that can be improved upon, statistics can show them. If marketers feel that they could use a second set of eyes on this data, there are many agencies that will help them parse these facts and what they mean.

SEO is important to all B2B organizations, and any marketer can improve it with these strategies. Difficulties that arise can be solved with research, trial and error or the aid of an experienced agency.

Sheila Kloefkorn (1031 Posts)

With more than 20 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.