Lee Odden

BtoB SEO Found Lacking

Lee Odden     Online Marketing


Studies by SEM firm OneUpWeb and JupiterResearch indicate most BtoB sites are barely optimized, if at all. What it boils down to is a lack of education on the benefits of SEO. BtoB marketers think because they have big ticket products/services and typically longer sales cylces, that natural search visibility is of “no importance whatsoever”. From BtoB Online.

Some of the BtoB marketers out there just don’t get it. The sale may not occur online as is the case with consumer goods, but the credibility that comes with top ranking on both general industry keyword phrases and relevant, specific solutions phrases is priceless. It’s like getting press in an Industry publication read by your prospects. PLUS what’s the cost of NOT gaining top ranking in your category?

Normally I don’t include direct info about my SEO firm in this blog, but as a specialist in BtoB SEO, I’d like to share comments from some of our BtoB clients about organic search engine optimization. I’ve replaced direct references to my company with “Organic SEO” and removed their company names:

“Since implementing the Organic SEO program over the first few months we have been contacted by 8 – 10 Senior level executives (Director/VP/CIO, some with Fortune 1000 companies). And several of those contacts turned into business. We are very pleased with the program and have already referred several companies.”
A Global Outsourcing Consulting Firm

“We have definitely seen an improvement in visibility of our web site since implementing the Organic SEO program. We have a complex business and the Organic SEO team has been able to take the time to understand our business and objectives. Working closely with our webmaster, Organic SEO has helped us improve the keyword relevance of our web site and significantly improve our rankings on very competitive phrases.”
A Fortune 100 Systems Integration and Consulting Firm

“Organic SEO has been a key element to our successful placement in search engines and a guiding force in our ongoing web strategy. Their team has been responsive and has provided counsel and training as needed. I started with a limited budget and have since given them an open checkbook.”
An Enterprise Notification Systems Company

These are not small companies. One sale could pay for our services for several years. Maybe we should charge more? The more that search engines (Yahoo, Google, MSN) and search engine industry organizations like SEMPO can educate BtoB marketers that search engine visibility does have a worthwhile impact, the better job SEO firms can do to market them.

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About Lee Odden

@LeeOdden is the CEO of TopRank Online Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.