Fundamental SEO Initiatives for B2B Marketers

Posted by Samantha DeVita on November 13th, 2012 at 11:26 am

Recently, Sam Sebastian, Director of Local and B2B markets for Google, sat down with CMI to answer some questions about Google, B2B marketers, and the future of search. I wanted to provide our readers with a refresher to ensure you are setting yourselves up for success when playing with the giant search elephant in the room.

Fundamental SEO Initiatives B2B Marketers Should Focus on:

Go mobile: Mobile search and browsing in B2B is rapidly increasing due to high-end smartphone devices; according to emarketer, in 2016, a quarter of the world will be using location based services. Mobile optimized sites and content are key.

Learn more about mobile optimized websites

Include relevant keywords in your copy: This is a no-brainer, but often forgotten when trying to get content out the door quickly. In addition, don’t write web copy or blogs that are “inside out,” meaning- don’t write in the same manner in which you speak internally about your products, services, etc. Identifying your customer persona and keyword search behavior is key. Steady and thoughtful wins the race here.

Be Smart about your tags/site architecture: Not all site visitors are created equal- but most are pretty intuitive. Make sure your site architecture is as well. Also, optimize with unique title tags and meta descriptions.

Do something cool: No, don’t put your boss in a dunk-tank (although tempting, I know). Build out “an arsenal,” as Sebastian states, of great content, with informative videos, imagery, and insights.

Trending: The Visual Web is on the rise. Are you there yet?

Be social: You have great content- get your customers, advocates, and loyalist to share relevant, insightful, and most importantly- useful content.

Sign up for email from Google Webmaster Tools/Webmaster YouTube Channel: Sign up for Webmaster alerts and tutorials to keep on top of potential issues with your site. There are a ton of valuable 2 minute videos; up-skill your content marketing team and you will reap the benefits.

While this all may seem logical, there is a delicate balance between quality of content and the quality- especially through the lens of local and B2B content marketing. Sebastian elaborates, “Both are important and can vary be the type of content considered. For professions seeking knowledge, original/quality content such as research, in-depth reports, thoughtful analysis and so on will go a long way in achieving a better ranking.”

Recent SEO and Content Marketing Insights:

Read: 5 Actionable Content Marketing Tactics to Improve Your SEO
Download: Mobile Marketing SEO & Visibility: Why You Should Care
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2 Responses to “Fundamental SEO Initiatives for B2B Marketers”

  1. "In addition, don’t write web copy or blogs that are “inside out,”"

    I think this is something that happens without you even realizing it. You know your business and your industry inside and out and sometimes it's hard to put yourself in the shoes of someone that doesn't. You don't have to "dumb it down" but you do need to write for your audience and understand their level of knowledge with regards to your business.

    • Samantha says:

      Nick, I agree. We had an issue with that at R2integrated- we consistently said "Publishing Strategy," but when you take a look at the keyword search behavior, monthly search volume, etc. no one was searching on it, and we decided to make some targeted keyword changes on our site/other owned properties. Sometimes, having an outside peer take a read through your content helps. If they can't understand who you are, what you do/ need to take a step back and think about your messaging- I often do it. Thanks for reading and commenting!

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