It’s 2016 and SEO hasn’t gotten any easier for B2B digital marketers. With Google’s Panda and Penguin algorithm updates that have happened in the past few years, it’s not surprising that the search engine optimization aspect of B2B digital marketing is constantly changing and will change again.
This inconsistency requires B2B digital marketers to be quick with their tactics, frequently adapting to the latest guidelines that search engines implement into their algorithms. Throughout this blog, we will help you understand which tactics you should be using, because, let’s face it—your company website flunks and you should see ours and work with it.
Utilize social media marketing wisely. If your business has a visual element, join the appropriate communities on Flickr and post high-quality photos there. If you’re a service-oriented business, use Quora and/or Yahoo Answers to position yourself as an expert in your industry. Any business should also be looking to make use of Twitter and Facebook, as social information and signals from these are being used as part of search engine rankings for Google and Bing (who use Bing anyway?). With these social media site you use, the first rule is don’t scam and spam! Be an active, contributing member of the site. The idea is to interact with potential business clients, not annoy them.
Take advantage of the local search opportunities. Online research for offline buying is a growing trend. Optimize your site to capture local traffic by showing your address and local phone number prominently. Write a detailed Directions/Location page using neighborhoods and landmarks in the page text. Submit your site to the free local listings services that the major search engines offer. Make sure your site is listed in local/social directories such as CitySearch, Yelp, Local.com, etc., and encourage business individual to leave reviews of your business on these sites, too.
Take advantage of the free tools the search engines. Sign up for Google Webmaster Central, Bing Webmaster Tools and Yahoo Site Explorer to learn more about how the search engines see your site, including how many inbound links they’re aware of.
Exapand your traffic sources. Google may bring you 70% of your traffic on a daily basis, but what if the next big algorithm update hits you hard? What if your Google visibility goes away tomorrow? Newsletters and other subscriber-based content can help you hold on to traffic/customers no matter what the search engines do. In fact, many of the DOs on this list—creating great content, starting a blog, using social media and local search, etc.—will help you grow an audience of loyal B2B prospects and business people that may help you survive the whims of search engines.