Search Engine Optimization (SEO) for your website pg_0041

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industry, your activities are not automatically newsworthy. While you may have the
respect of your customers, building a self-sustaining “buzz” is not the kind of thing
that comes easily to a B2B website. After all, your site probably isn’t built for buzz;
chances are you’re offering straight-up product information, corporate bios, and white
papers. You’ll need to move forward with a view toward increasing your site’s
linkabil-
ity
with noncommercial content.
Advantage: High-Value Conversions
SEO is very appealing to B2Bs, for a good reason.
Because each new customer or lead is very valuable to your business, your SEO cam-
paign can make a quick and measurable difference to your bottom line by bringing in
just a few conversions. Don’t skimp on tracking—you’ll want your SEO campaign to
get credit for these high-value conversions.
Challenge: A Slow SEO Life Cycle
You know why scientists love that little fruit fly
called drosophila? The reason is that the drosophila has such a short life span that
many generations of them can be studied in a relatively short amount of time. In a sim-
ilar way, an SEO campaign can be studied and improved in a relatively short amount
of time if you have lots and lots of visitors coming through and either converting or
not. For a B2B, however, this is probably not the case. You will have a smaller, more
targeted audience and will likely have a longer conversion life cycle. That means less
information, and a slower evolution, for your ongoing SEO campaign.
Advantage: Text-Heavy Content
Got FAQs? How about product specifications and
mission statements? As a B2B, you probably have lots of text on your site, which the
search engines love. While some site owners will be scratching their heads looking for
ways to fit text into their design, you will probably have tons of text on which to focus
your optimization efforts. And if not, you may have marketing materials such as white
papers and PDFs ready for quick and easy appropriation onto your site. Of course, all
of the text-heavy items mentioned here have the potential to be about as exciting as
a glass of warm milk, so make sure you’re putting out text that people actually want
to read!
B2C
B2C is such a huge category that we almost hesitate to lump you all together. B2C
ranges from big flower vendors making a killing on Mother’s Day to one-person opera-
tions selling homemade soaps. You may have a local, national, or international cus-
tomer base, and you may have anything from a phone number or a Yahoo! store to a
complex, media-rich e-commerce experience. However, there are some key elements
that you have in common when you perform SEO. (Don’t worry about seeing so many
challenges here. You can look for advantages in the other category or categories that
apply to you.)
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