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Search Essentials for B2B Companies


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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.

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Search Essentials for B2B Companies

  1. 1. Paul Gillin, Author The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
  2. 2. <ul><li>Number of searches Americans conduct each month: 15.4 billion </li></ul><ul><li>Number per second: 5,750 </li></ul><ul><li>Avg. number of words in a Google search: 3.2 </li></ul><ul><li>Percentage of Google searches that have never been done before: 20 </li></ul><ul><li>Percentage of B2B buyers who turn first to a search engines to locate information: 79 </li></ul>
  3. 3. TIME PERIOD RANKING CRITERIA Pre-2000 <ul><li>Web page content </li></ul>2000-2010 <ul><li>Web page content </li></ul><ul><li>Authority as measured by inbound links </li></ul>Post-2010 <ul><li>Web page content </li></ul><ul><li>Authority as measured by inbound links and social mentions </li></ul><ul><li>Who is searching </li></ul>
  4. 4. <ul><li>Page Title </li></ul><ul><li>URL </li></ul><ul><li>H1,H2,H3 tags </li></ul><ul><li>Page Text </li></ul><ul><ul><li>Bold </li></ul></ul>
  5. 5. Description Keywords Alt Images
  6. 6. What we see… What Google sees
  7. 8. <ul><li>“ There’s only one way to guarantee good search results: Have great content.” </li></ul><ul><li>--Mike Moran </li></ul><ul><li>Co-author: Search Engine Marketing, Inc </li></ul>
  8. 9. Look for “long tail” searches with less competition but potentially more interested buyers
  9. 11. 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
  10. 12. Image “alt” tags repeat keyword Magazine feature is a valuable inbound link Social sharing enhances legitimacy
  11. 13. LINK LOVE Inbound links are the secret sauce of modern search engines, and the rules change all the time.
  12. 14. <ul><li>Click here </li></ul><ul><li>Or </li></ul><ul><li>Small business inventory management </li></ul>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.
  13. 15. Metric InFlow Performance Google indexed pages 827 Domain links 264 Alexa traffic rank Top .64%
  14. 16. Says nothing about the site Garbled page title Poor document title and description in PDF Untagged audio file
  15. 17. <ul><li>The top 25 Google results for “personal computer” only include one PC maker? </li></ul><ul><li>Links from .org, .edu, .mil and .gov sites significantly improve your search performance? </li></ul><ul><li>The #1 search result for “click here” is Adobe Reader? </li></ul><ul><li>The more often you update your website, the more often Google visits it? </li></ul>
  16. 18. <ul><li>Link internally </li></ul><ul><li>Link externally </li></ul><ul><li>Use tags, categories </li></ul><ul><li>Register with aggregators </li></ul><ul><li>Ask for “link love” </li></ul><ul><li>Promote outbound links </li></ul><ul><li>File a site map </li></ul><ul><li>Bookmark and tweet </li></ul>
  17. 19. Practice Good Promotion Tags Link Feed Podcasts Digg/ Recent
  18. 20. Ranking Algorithm:f(n): Context+ Authority 2000-2010 Beyond 2010 Ranking Algorithm:f(n): Context+ Authority + Social / Personal
  19. 21. Success will depend on using multiple platforms and promoting through multiple social channels
  20. 22. <ul><li>Browser/account history </li></ul><ul><li>Location </li></ul><ul><li>Social graph activity </li></ul><ul><li>Social authority of pages </li></ul><ul><li>Timeliness </li></ul><ul><li>As a result, two people searching for the same keywords at the same time will get completely different results. </li></ul>
  21. 23. <ul><li>Inbound Links </li></ul><ul><li>Comments </li></ul><ul><li>On-site &quot;Likes&quot; </li></ul><ul><li>MozRankSEO Authority 1-10 </li></ul><ul><li>LinkedIn Group Members </li></ul><ul><li>LinkedIn Company Followers </li></ul><ul><li>Facebook &quot;Likes&quot; </li></ul><ul><li>TwitterFollowers </li></ul><ul><li>Google Buzz Followers </li></ul><ul><li>YouTube Views </li></ul><ul><li>SlideshareViews </li></ul>
  22. 24. 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
  23. 25. Corporate website Feed Aggregator Partner website Email Newsletter
  24. 26. Use Every Available Channel to Promote
  25. 27. Paul Gillin 508-656-0734 [email_address] Site: Blog: Twitter: pgillin