Recap on my B2B SEO series

Recently I wrote a few articles about B2B SEO at yoast.com. The articles where heavily commented and most people liked them. B2B SEO isn’t new, but is seems recently the topic became more popular. Just recently, in The Netherlands research has been done about the effectiveness of B2B websites. I’ll write a post about this whitepaper later on but let me share one conclusion already: 99% of the B2B websites wasn’t effective as a B2B marketing instrument.

That’s really a dramatic conclusion. Apparantly, most B2B online marketeers don’t share my opinion on some issues in the article I wrote about B2B marketing strategy. Some marketeers don’t keep in mind that there are multiple persons involved in a B2B sales process and that all those people require different information. Others forget to track soft conversions or have difficulties determining the right KPIs for their website.

Building a good B2B website is hard work.

Another challenge for B2B SEO is finding the correct keywords. B2B content SEO is much more difficult then content SEO for the Business to Consumer market. People are searching for their problems, not for the solutions they offer. But how do formulate their problems? And before that, which problems do they actually have? In this article I suggested to interview your clients and prospects, to learn their vocubulary. B2B content SEO can be difficult, but it’s really fun!

Creativity, logic and the investigation of your clients are very important.

B2B link building was the topic of the third article. Most business to business companies sell very complicated products or services. Therefore, the greatest bait of a B2B link building campaign is the expert knowledge you have to share.Yeah, you really have to. Remember you can be the guru in your area any time you like.

B2B link building is easier and more difficult than B2C link building. Easier because you have good content; more difficult because your linkerati group is relative small.

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