A study report published in November 2011 by Webmarketing 123 takes an in-depth look at digital marketing focus and impact of SEO tactics on business. More than 500 B2B and B2C marketing professionals were surveyed as part of the study.
As per the study, 57 percent of B2B companies are of the opinion that SEO makes the biggest impact on their lead generation activities; 55 percent have converted the leads generated by social media; and social media is expected to see the biggest increase in investment this year.
It is very important to ensure that SEO is an integral part of the overall internet marketing strategy. Here are some SEO tactics and SEO how to for B2B websites owners.
It is advisable to work on achieving measurable goals. Any SEO how to strategy should be in line with the overall business goals. Matt Evans of Monster.com says, “just focusing on SEO tactics without conveying the business value won’t get you very far”.
While it is true that lead generation and sales are the top priority, measuring the success of B2B SEO how to initiatives cover a range of key performance indicators. It is advisable to adapt a combination of metrics that would include organic search traffic, keyword visibility, lead generation and overall productivity.
B2B SEO how to experts recommend benchmarks like conversions from organic search engine traffic; breakdown of search traffic performance between branded, non-branded, and now “not provided” keyword search referrals; percentage of search traffic and traffic performance from core keyword strategies; and SEO trend analysis.
SEO impacts all facets of the digital marketing strategy. It also works the other way round. Successful internet marketers unearth these opportunities from all facets of marketing initiatives.
For instance, social media fosters relationships with publishers, bloggers and site owners. This invariably results in link opportunities for SEO. It is a good idea to make the most of this opportunity.
PPC initiatives uncover new keyword opportunities. These initiatives establish priorities across existing keyword strategies by way of conversion rates and traffic volumes.
It is indeed unfortunate that many businesses are not making the best use of social media. They are of the opinion that social media websites are not effective in delivering sales-ready leads.
It is important to note that internet marketing initiatives provide various levels of lead opportunities. It is a common knowledge that the B2B buying cycle involves problem identification, criteria creation, search, evaluation, test and selection, and procurement.
SEO and social media have the potential to generate leads during all phases of the buying process. It is important to have a lead management process in place. This helps in identifying and guiding prospects appropriately.
Advancement in technology has no doubt opened up new opportunities for B2B business owners. They can make the most of these opportunities by implementing the above mentioned SEO tactics.
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