6 simple ways to make B2B content easier for Google to find and rank


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Are Google and other search engines ignoring your online business-to-business content? Here are six simple things you can do right now to improve the SEO – search engine optimization – for your B2B web pages. Anyone can do this. You don’t need to be a web geek.

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6 simple ways to make B2B content easier for Google to find and rank

  1. 1. 6 simple ways to make B2B content easier for Google to find and rank Rusty Cawley, APR
  2. 2. What motivates Google? • Google is like any company. – It wants to make its customers happy. – It wants to create new customers. • Google users are searching for pages that meet their needs. – So Google is working to make that happen. – That’s what the Panda, Penguin and Hummingbird updates are all about.
  3. 3. Our job is help Google do its job • Remember: Google sees only text. – We must create text that Google’s web-bots can easily recognize, analyze and rank. • Here are six things we can do to help Google find our content and rank it fairly.
  4. 4. 1. Identify your page’s keyword • What is your page about? – Does it solve a problem? – Answer a question? – Provide basic information? • If customers are looking for content like yours, what keyword will they use as a search term? – – – – A keyword may be a single word, like “widgets.” Or a phrase, like “widgets for oil producers.” Brainstorm with Google’s Keyword Tool. Focus groups and online polls may also help. • Narrow down your choice to the best possible keyword.
  5. 5. 2. Include your keyword in your page’s web address • The web address is the page’s unique identifier. – Also known as the URL. • Enter your keywords into the title form the first time you save your post. – You can enter the actual title of your post and save it without altering the URL. – If you have questions, check with your webmaster.
  6. 6. 3. Include your keyword in your post title • This helps Google to recognize the focus of your post. • It’s important to write the title for humans as well as search engines. – So make sure it’s eye-catching. – To learn how to write great titles (also know as headlines), go here: • http://bit.ly/18MxpQK
  7. 7. 4. Work your keyword into your post text • Rule of thumb: Put your keyword in the first paragraph, and in the second or third. – After that, use your exact keyword sparingly, about once every 200 words or so. – Feel free to use synonyms, or phrase variations, or runner-up keywords from your research. • Focus on creating a useful, informative, entertaining web page that your customers will enjoy and share.
  8. 8. 5. Include your keyword in your page’s meta description • Content management systems usually allow a hidden 160-word description for each page. – An executive summary for Google’s benefit. • To add to a post for Wordpress: – Scroll down to the metadata form. – Drop in your summary, and save the post. • Can’t find the form? Talk to your webmaster.
  9. 9. 6. Add your keyword and runner-ups as your page’s meta tags • In the metadata form, you can add individual keywords as “tags” to help Google. – Create a list, separating each keyword or phrase with a comma. – Copy the list, paste it into the form, then save it. – Change this list as needed. • Focus on the keywords that are most likely to attract your audience.
  10. 10. Bonus tip: Encourage customers or friends to create links to your page • Ask your webmaster to include sharing tools for every post on your B2B web site. – Sharing tools allow readers to easily create links to your post via social media. – The easier it is to share your post, the more likely readers are to do it. • Links make it easier for Google to fairly and accurately rank your page.
  11. 11. Rusty Cawley, APR Copywriter: B2B content/SEO web copy email: RustyCawley@gmail.com web: RustyCawley.com