search essentials for b2b companies
DESCRIPTION
Every person inside your company or associated with your company should be publishing with an eye toward search optimization. This discipline goes way beyond keywords and tagging. Writing for search involves optimizing your approach, packaging, topic selection, visuals, syndication and other factors to associate your brand with the terms your customers use. Today, it also increasingly means building a rich social presence that points people - and search engines - to your quality content.TRANSCRIPT
Paul Gillin, AuthorThe New Influencers
Secrets of Social Media MarketingSocial Marketing to the Business Customer
Number of searches Americans conduct each month: 15.4 billion
Number per second: 5,750 Avg. number of words in a Google search:
3.2 Percentage of Google searches that have
never been done before: 20 Percentage of B2B buyers who turn first to
a search engines to locate information: 79
TIME PERIOD RANKING CRITERIA
Pre-2000 •Web page content
2000-2010 •Web page content•Authority as measured by inbound links
Post-2010 •Web page content•Authority as measured by inbound links and social mentions•Who is searching
• Page Title
• URL
• H1,H2,H3 tags
• Page Text• Bold
Description
Keywords
Alt Images
What we see…
What Google sees
“There’s only one way to guarantee
good search results: Have great content.”
--Mike MoranCo-author: Search Engine
Marketing, Inc
Look for “long tail” searches with less competition but potentially more interested buyers
Inflow has keywords in both the domain and the page title
The word “inventory” appears four times on the home page and in every page title on the site.
The site description and meta tags reinforced that this site is about inventory management
Image “alt” tags repeat keyword
Magazine feature is a valuable inbound link
Social sharing enhances legitimacy
LINK LOVEInbound links are the
secret sauce of modern search engines, and the
rules change all the time.
Click here Or
Small business inventory management
Both can link to the same page, but the second link is more descriptive. If it links to you, it improves your ranking for that search term.
Metric InFlow Performance
Google indexed pages 827
Domain links 264
Alexa traffic rank Top .64%
Says nothing about the site
Garbled page title
Poor document title and description in PDF
Untagged audio file
The top 25 Google results for “personal computer” only include one PC maker?
Links from .org, .edu, .mil and .gov sites significantly improve your search performance?
The #1 search result for “click here” is Adobe Reader?
The more often you update your website, the more often Google visits it?
Link internally Link externally Use tags, categories Register with aggregators Ask for “link love” Promote outbound links File a site map Bookmark and tweet
Practice
Good
Promotion
Tags
Link
Feed
Podcasts
Digg/del.icio.us
Recent
Ranking Algorithm:f(n): Context+ Authority
2000-2010
Beyond 2010
Ranking Algorithm:f(n): Context+ Authority
+ Social / Personal
Success will depend on using multiple platforms and promoting through
multiple social channels
Browser/account history Location Social graph activity Social authority of pages Timeliness
As a result, two people searching for the same keywords at the same time will get
completely different results.
Inbound Links Comments On-site "Likes" MozRankSEO Authority 1-10 LinkedIn Group Members LinkedIn Company Followers Facebook "Likes" TwitterFollowers Google Buzz Followers YouTube Views SlideshareViews
40 million members
550 million members
100 million members
2 billion daily views
6 million daily visitors
60 million members
10 million members
1 million daily visitors
1.5 million daily visitors
Corporate website
Feed Aggregator
Partner website
Email Newsletter
Use Every Available Channel to Promote
