6 Easy SEO Tips for B2B Companies
As even more companies discover the power of search marketing, the field has become crowded with advertisers biding on search terms. Gone are the days when you could get away with paying 50 cents per click on relevant search terms. Instead, $1.50 or more is often the new floor.
These added costs are giving new importance to natural search rankings. Studies have also shown that people tend to spend more time viewing and engaging with natural search results than they do paid search listings. So the key is to optimize your website as best you can for search engine visibility.
But search engine optimization (SEO) is challenging because there’s no guarantee of how high you’ll be ranked. So you’ll want to take a fresh look at your website and consider these key factors:
Keyword research – Match your content to the words and phrases people use to search for information. There are good analytical tools available that can guide you. And don’t forget “long-tail” search terms, as these often drive quality traffic.
Page titles – The title tag is an important place to include keywords, because it’s what people – and search bots – see first when viewing search results.
Page descriptions – These are also important because of their visibility to search engines and to people. You can include more content here since more characters are visible. (Note: Due to abuse, the meta keywords tag – stuffing web pages with terms in the background – is no longer valued by search engines, so spend much less effort on this.)
Use headlines and subheads – Not only do they make your copy easier to read, they’re also important for SEO as they “tell” the search engines what’s most important on your page.
Build links – This shows search engines that your website is relevant and useful. But beware of “Potemkin websites” – link farms designed to “game” the system. Instead, consider who would link to you naturally – local news media, trade and business media, associations, professional societies, business partners, suppliers, etc. Not only will you find relevance, you’ll find a willingness to cross-link in many cases.
Add fresh content continually – Nothing screams “irrelevance” to search engines more than a website that’s not been updated in months or years.
But here’s a word of caution: Even as you optimize your web content for search engine visibility and relevance, make sure what you end up with what sounds natural and compelling to your reader. The web is loaded with sites that have been optimized for robots … but that come across as awkward to real people. That can end up hurting your marketing and sales efforts … and defeat the whole purpose of the exercise!