Why is SEO Important to Your B2B Company?

Posted on May 14, 2014 by Kerry O'Malley

seo

Why is SEO important to your B2B company? Oh, and what is SEO anyway?

You’ve heard a lot about the importance of search engine optimization, or “SEO.” Here’s why it’s important to your business. The value of SEO is that you are optimizing your opportunity to have your website rank higher on search engine result pages, or “SERPs” when someone searches for your product or service.

To be clearer: if you are a valve manufacturer and someone is looking for you on the Internet, you could be the first one they call because you’re the first one they see when the page pops up listing “valve manufacturers.”

Here’s how it all begins.

When we “search” for a term on the Internet, we’re making a “query.” The query begins by using a search engine like Bing, Yahoo, or Google. Let’s say the search engine is Google. “Valve manufacturer” is plugged into Google’s search bar. These are the “keywords.” Understanding the keywords your perfect target customer might use to find a company like yours is critical, and you should have a keyword strategy. After the query is made, Google sends out “spiders” or “web crawlers” that browse all through the Internet in a methodical manner to produce results to the query. Those results appear in a ranked order on the page that pops up. They are ranked according to what Google has interpreted as the most relevant.

What Google considers “most relevant” is changing constantly.  Right now, it is a combination of a properly search optimized website; an active social media presence; and quality, relevant content that is being replenished consistently.

Your page ranking is crucial. Only someone with SEO expertise can help.

That ranked order is important. You would probably like to be on the landing page (that very first page) when Google presents their results. And ideally, you would like to be among the top five valve manufacturers listed. This is only possible if you have a marketing team that has SEO expertise.

If you need a new, completely revamped website or you need to clean up the one you have, you want to choose professionals that know all the games that the search engines play to prevent your business from having a higher ranking.

Google, Bing, Yahoo—all have roadblocks that could place you on page five.

Google, Bing, and Yahoo have all kinds of roadblocks in place that can result in some websites ending up on page five.  Not many people go beyond the 2’nd page of search results, so page 5 might as well be page 100.

For instance, Google doesn’t care for websites that have been “stuffed” with all kinds of keywords. That’s a tactic some marketing firms use to increase the chances of higher page rankings. Doing this makes the content unclear and unreadable and Google wants to prevent that from happening.

Bing’s search ranking algorithms consider typos, poor grammar, and poor language to be part of their ranking factors. Yahoo has their own set of rules. A marketing team with a background in SEO expertise is invaluable. It won’t help you at all if your website isn’t visible when a potential customer is out there looking to buy from you.

Author: Kerry O'Malley

omalley@marketectsinc.com

Marketects was founded in 1999 by Kerry O’Malley, a proven marketing communications professional in international, manufacturing companies. Working on the “other side of the desk,” she hired ad agencies to manage her employers’ advertising and P/R programs. Frustrated over the lack of attention and level of enthusiasm she was looking for in the marketing agencies she worked with, Kerry realized that there was a definite need for a full-service marketing firm that specialized in working with industrial companies. She resolved that her clients would always receive the highest level of service possible and never feel like the last kid chosen for the team.

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