b2b advanced search engine marketing
DESCRIPTION
In the world of marketing to businesses and not consumers, content rules as the primary method of influencing search results. My motto - never leave it to a search engine to decide what to display in its results'. Make sure you provide content that covers all the possible converting and important keywords from general to brand specific. Try including competitive words. Try finding a way to take advantage of any external campaigns you have to have them link back to your site. And finally, check out what Google has done with real-time feeds - on the first page of results. It applies to B2B just as much as B2C.TRANSCRIPT
B2B SES Chicago
Don’t Leave it Up to the Search Engines
Tell them which are the most important pages on the site
Optimization Examples
o VMwareo Verisigno HPo A Quick Look at Real-Time Google in
Action
VMware
Content for all Searchers
Content for Education
o For initial researcherso Category ownershipo Broad information seekers
Category / industry keywords
Virtualization has its own directory and multiple sections covering ‘what,
why and who’
Virtualization has its own directory and multiple sections covering ‘what,
why and who’
Content for Product Space
o For comparison shopperso For familiars of the industryo Very qualified for follow-up
Product related (non-brand) keywords
Video Content on YouTube about Virtual Machines.
Found through search and on the VMware
YouTube channel.
Video Content on YouTube about Virtual Machines.
Found through search and on the VMware
YouTube channel.
Content for Brand Product Names
o For serious leadso For current users (upgrade, cross-sell)o For new groups in current customero For people who know what they want
Product related keywords with brand
Keyword Linking from External Elements
<a href="http://www.verisign.com/ssl-certificate/…………… ABOUT SSL
CERTIFICATES</a>
HP
Using Competitive Keywords
Goal
o Appealing contento Use competitor’s brands words legally and
where relevant
Search Visibility
Taste of Google Real-Time
http://www.google.com/search?hl=en&rlz=1B5GGGL_enUS289US289&q=computers&aq=f&oq=&aqi=g10
