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Lee Odden

Common B2B SEO Mistakes and How to Solve Them

Lee Odden on Mar 31st, 2010     B2B, Online Marketing, SEO, SEO Tips

Working with a variety of companies large and small, local and international, B2B and B2C, on SEO projects over the past 12 years has revealed a variety of common obstacles to success.  For many reasons, B2B marketers often lag behind B2C in terms of tactics and adoption of new marketing technologies.  The customer acquisition and buying cycle are very different for business to business than consumer oriented products and services.

Since SEO presents the biggest opportunity to generate a high quantity and quality of B2B leads, more B2B marketers are speeding up their ability to test innovative search engine optimization programs. Unfortunately, there are a mix of common mistakes that persist.  Here are 5 common mistakes and how to avoid them.

1. Using Keywords More Important to You Than Your Customers

TopRank Online Marketing

5 Must-Read Tips for B2B Search Marketing

TopRank Online Marketing on Dec 4th, 2009     B2B, SEO, SEO Tips

Search marketing for B2B

[Note from Lee: A few weeks ago, Michelle wrote a great post on Retail SEO tips and this week, I've asked her to tackle B2B SEO and general search marketing tips, since one-size SEO does not fit all programs. Enjoy!]

Search marketing should be a top priority for organizations in any industry. But B2B search marketing efforts take a slightly different form than the tactics used in consumer focused SEO and PPC programs . Typically, B2B markets are smaller, products and services are more complex, and sales cycles are longer. Therefore, B2B marketers must think a bit differently in terms of target keywords, online content and link building.

Jolina Pettice

SES NY Session: B2B SEO Tactics

Jolina Pettice on Mar 19th, 2008     Marketing PR Conferences, Online Marketing, SEO

B2B Tactics Session at SES NY 2008

B2B Search sessions (both organic and paid) can be few and far between, so any time it exists I’m sure to plant myself in the front row.  The B2B Tactics session was moderated by Jeffrey Rohrs, VP, Agency & Search Marketing, ExactTarget

Speakers included:

Patricia Hursh, President and Founder, SmartSearch Marketing
Barbara C. Coll, CEO, WebMama.com Inc.
Adam Goldberg, Co-Founder and Chief Innovation Officer, ClearSaleing
Karen Breen Vogel, President and CEO, ClearGauge

With B2B SEO being a sweet spot for the team at TopRank, hearing from other industry leaders about how they have effectively executed for such companies is certainly relevant.

With 64%of search engine users searching for business information, it’s surprising that B2B isn’t more widely covered.

Lee Odden

Ten Tips for Lead Generation Landing Pages

Lee Odden on Sep 27th, 2007     Guest Posts, Online Marketing, Search Marketing

Editor’s Note: The next in our series of guest posts from SEM professionals comes from Jon Miller, VP of Marketing at Marketo. Marketo is a client of TopRank Online Marketing and provides B2B marketing automation software in the form of pay per click management, landing page optimization and integration with salesforce.com.

jon-miller-marketo.jpg

With Jon’s B2B software marketing expertise, excellent work both on his blog Modern B2B Marketing and as a contributor on Search Engine Land, I asked if he could write up a guide for search marketers that would provide actionable advice for readers on the topic of landing pages.

Perhaps the largest difference between business-to-consumer (B2C) and business-to-business (B2B) pay-per-click is that the post-click goal for most B2B marketers is to capture a lead, not make a sale. This means that B2B companies must focus on converting clicks into leads as much as they focus on getting clicks in the first place.

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