Lee Odden

B2B Search Engine Optimization: Focus on Content SEO

MarketingProfs B2B Forum is coming up quickly next week and I will be presenting about an hour of essential search engine optimization tips and insight specifically for B2B web sites along with Vocus Product Manager of PRWeb, Jiyan Wei.

There’s a tremendous opportunity for B2B marketers to leverage SEO to increase prospect acquisition and to facilitate after the sale support and upgrades.  Most B2B marketers create a substantial amount of content to guide prospects through sales cycles that are much longer than companies selling consumer products/services.

While much of that content is published online, most of it isn’t optimized for search and digital assets are often ignored as potential traffic drivers via search.  In this session, we’ll focus on core SEO to help make a website’s content search engine friendly and talk about best and worst B2B SEO practices for processes to optimize content for better search results. The PRWeb case study will show how they worked to refine their content management system overall so it would be technically search engine friendly. Other topics include: large website issues, duplicate content and what to consider when planning a website redesign.

Specific topics we’ll be discussing include:

B2B Content Optimization Strategy & Core SEO

  • Optimized Content Strategy
  • Core SEO (Keywords, Content, Technical & Links)
  • B2B SEO Best & Worst Practices Examples

Large B2B Website and Publisher SEO

  • Challenges you may run into if you have a large website
  • Duplicate content issues
  • Planning a redesign of your existing website (Migration Plan)

PRWeb as a Case study

  • PRWeb experience with SEO during site design, CMS updates
  • Technical SEO tips, sitemaps, site architecture

Focus on B2B SEO Best Practices

  • Best Practices Content SEO for B2B
  • Best Practices with Content Management Systems
  • Best Practices B2B SEO Measurement & Analytics

Then we’ll wind things up with about 1/2 hour of Q and A. If you’re a B2B marketer with a small or enterprise level web site, this is a must attend session and definitely an important conference to attend. We hope you can make it.

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank 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 B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Have fun in Boston. I just got done moving to the bay area, and am just getting settled, but do look forward to attending some things like this in the future. Once you get established as a B2B I find a good reputation goes a long way.

  2. Avatar nirvanacanada says

    Content is still the king. First content needs to optimized then only off page optimization can work.
    internet marketing Vancouver

  3. Content is the king so it should always be optimized from header to the content itself.

  4. I plan to attend.

    Many get too caught up in SEO to even think about content!

  5. everyone knows content is important but not so much focusing on

  6. Avatar Personal Branding says

    Hello Lee, I thought here would be some real content optimization tips from you! You would have added in your Title 'conference' or something related to address correctly what you mean to say here! Anyways, what's can you tell me what's idea behind choosing such Title apart from the content in the body?

    • It's a bit ironic Personal Branding, that you are personal branding yourself as a keyword and not a human being. That's also my tip for you: write for people, not machines. Be a person, not a machine.

  7. I won't be attending but wholeheartedly agree with our sentiment, there's a lot of obsession with link building and PR rank / value but not much though about leveraging content asset for better traffic and seo value.

    • “High Quality Unique Contents”……… Many SEO marketer give attention to links and offline popularity, but in SEO, at least in recent algos, u can see importance of contents

  8. I always enjoy reading intelligent articles by an author who is definitely knowledgeable on their chosen subject. I'll be following this thread with much interest. Keep up the great work, till next time
    I invite you to see my post, I hope you will find interesting too.

  9. Avatar npanuva1 says

    hey there!

    thanks for sharing wonderful article.It is most important to your Website content must be clear and understandable for Which person who wants to view your Website.Search Engine Optimization next role after your content writing.

  10. Avatar localmarketinginutah says

    Adding more content to my page, roughly 3-4% keywords (up to 4-5 keywords a page) has significantly changed my placing on search engines. I completely agree with this article and have found it to be quite beneficial for our guerrilla marketing company in Utah

  11. Wondering what is B2B?