I am engaged in search engine marketing business, so sometimes it is easy to forget that most people do not really understand the existence of this industry and how useful it is in corporate marketing. In general, SEO is a valuable marketing tool. But the fact is that some disturbing corporate executives can't tell the difference between SEO outsourcing and REO Speedwagon (although most people may think it even sounds particularly good). In fact, when I explained that I work for a search engine optimization company that focuses on business-to-business marketing, most people immediately think I have my own search engine and I try to compete with Google in some way. I was very happy until I saw the pity in their eyes.
Even those who are familiar with search engine optimization will have a common misconception about the SEO value of business-to-business marketing. Usually, I meet some potential customers. They understand that achieving high rankings on search engines is a valuable marketing tool that can affect the bottom line of companies, but mistakenly believe that only when the business is actually sold online This is true when there is a commodity. Nothing will be far from the truth.
Although e-commerce companies can and do benefit from SEO as a marketing tool, many factors of search engine optimization actually benefit B2B companies, looking at the overall benefits of the channel.
Technology
Large e-commerce sites have thousands, sometimes hundreds, of thousands of individual product pages. Although performing search engine optimization on these sites does not involve (thanks to God) manipulating each individual page, each page element (title, title, text, and meta tag) used for SEO benefits must be entered deliberately. database. It is rare to find that every company's existing database for each product contains all the elements needed to use SEO as a successful marketing tool.
Once all these elements have been added to the database, you must ensure that the server is running properly. Then you must make sure that each page is crawlable by search engine spiders, so it is usually necessary to manipulate the link structure.
Using SEO as a marketing tool in business-to-business marketing is usually much easier because standard B2B websites are often built using simpler technologies and a single web page is usually present on the server. In this case, each page is optimized for some business-related terms. Although a good SEO company will spend more time on marketing aspects of B2B activities (the overall goal of the initiative and the keywords that will bring the right type of visitors to the site), the actual implementation of SEO is necessary for success. Much simpler.
Average dollar sales
There is a practical price limit, which varies from industry to industry. Exceeding this limit, people become uncomfortably buying online. B2B companies typically have higher average dollar sales than e-commerce sites, which makes it easier to prove the cost of any effective business-to-business marketing tool. Although visitors to e-commerce sites may earn $12 by buying coffee cups, potential customers visiting high-end B2B sites may be worth millions of dollars. This does not require Alan Greenspan to extract numbers - the higher the average US dollar sales, the less you need to actually prove that SEO is required as a business-to-business marketing tool, assuming that some visitors actually lead to sales ).
Relationship Value
People who run e-commerce sites such as Amazon are very smart and they know that almost all the products they sell are highly commoditized. This is why they are committed to enhancing the visitor experience on their websites through tools such as personalization and one-click shopping. They are working hard to develop lifelong buyers. B2B does not have this problem. By leveraging successful business-to-business marketing campaigns, visitors who use this marketing tool to reach your site may be more valuable than tens of thousands of e-commerce buyers. Offline sales require an offline relationship, and personal relationships are easier to maintain, no matter how many e-commerce companies may add fancy and whistle to their websites.
Differentiation
Another reason is that SEO's impact on business-to-business marketing is often more effective than on e-commerce websites - no matter how beautiful the website, how secure the checkout process is, and When buying items online, how big is the company name and the price will always be the main difference. How to explain the popularity of online shopping comparison sites such as Yahoo? Shopping, NexTag and Shopping.com (to name a few)? When it comes to business-to-business, marketing is crucial. In a world where prices are rarely listed online, a B2B company almost always has the opportunity to distinguish itself on its own terms after its initial exposure. With the right marketing tools, such as SEO, companies can easily stand out.
Using SEO as a Key Marketing Tool
E-commerce companies more highly accept search engine optimization as a business-to-business marketing tool because they are technically savvy because their companies have Internet survival. However, e-commerce companies only account for a small portion of the actual number of external companies. Many B2B industries currently have little or no competition on search engines, and those industries that first move and use SEO as a key marketing tool will receive the highest returns.
*Other people, I am the boss of search engine marketing company and a fan of REO Speedwagon.
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Orignal From: Business to Business Marketing on Search Engines - A Very Wide Range of Marketing Tools
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