B2b Advanced Search Engine Marketing

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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.

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B2b Advanced Search Engine Marketing

  1. 1. B2B SES Chicago
  2. 2. Don’t Leave it Up to the Search Engines Tell them which are the most important pages on the site
  3. 3. Optimization Examples <ul><li>VMware </li></ul><ul><li>Verisign </li></ul><ul><li>HP </li></ul><ul><li>A Quick Look at Real-Time Google in Action </li></ul>
  4. 4. VMware Content for all Searchers
  5. 5. Content for Education <ul><li>For initial researchers </li></ul><ul><li>Category ownership </li></ul><ul><li>Broad information seekers </li></ul><ul><li>Category / industry keywords </li></ul>
  6. 8. Virtualization has its own directory and multiple sections covering ‘what, why and who’
  7. 9. Content for Product Space <ul><li>For comparison shoppers </li></ul><ul><li>For familiars of the industry </li></ul><ul><li>Very qualified for follow-up </li></ul><ul><li>Product related (non-brand) keywords </li></ul>
  8. 11. Video Content on YouTube about Virtual Machines. Found through search and on the VMware YouTube channel.
  9. 12. Content for Brand Product Names <ul><li>For serious leads </li></ul><ul><li>For current users (upgrade, cross-sell) </li></ul><ul><li>For new groups in current customer </li></ul><ul><li>For people who know what they want </li></ul><ul><li>Product related keywords with brand </li></ul>
  10. 14. Keyword Linking from External Elements
  11. 15. <a href=&quot;http://www.verisign.com/ssl-certificate/…………… ABOUT SSL CERTIFICATES</a>
  12. 18. HP Using Competitive Keywords
  13. 19. Goal <ul><li>Appealing content </li></ul><ul><li>Use competitor’s brands words legally and where relevant </li></ul><ul><li>Search Visibility </li></ul>
  14. 23. Taste of Google Real-Time http:// www.google.com/search?hl = en&rlz =1B5GGGL_enUS289US289&q= computers&aq = f&oq =& aqi =g10
  15. 24. Thank you. Barbara Coll CEO, WebMama.com www.twitter.com/webmama Blog.webmama.com [email_address]

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