How can B2B SEOs better support PR teams?
The importance of search engine optimization cannot be overstated, since without it, even the best-designed and developed website won’t be found by users.
All too often, SEO is an afterthought. It’s a subject raised by a client after he’s talked about the forthcoming website with colleagues, one of whom has mentioned the fancy-sounding term, thus prompting the client to ask his vendor about this seeming oversight. Typically, the vendor will reply that this wasn’t part of the proposal and therefore will cost extra, or that “we’re on it,” meaning that just before the site is delivered, someone from the digital department will briefly look it over and tweak a few headlines.
This approach is myopic and ineffective. It’s critical that the optimizer be part of the entire process—that he have a seat at the table from the get-go and be included in strategy meetings. Indeed, any firm that designs and builds websites should offer SEO as part of its core services.
A few tips:
1. Know your audience. Unlike their B2C counterparts, B2B customers are very specific. Before you initiate a campaign, read up on where yours spend their time online. Do they hang out in LinkedIn groups? Do they blog? What info do they make public on their Google+ profile?
2. Tailor your ads. If you’re targeting lawyers, don’t write like a marketer. If industry terms exist, make sure to use this lingo.
3. Set expectations. SEO is critical, but it’s only one element of what should be an integrated campaign. You can have the most brilliant optimizer, but if the content he’s working with is subpar, then you’re setting yourself up for failure.