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Showing posts from February 9, 2007

The Difference Between B2B and B2C SEO

by Galen De Young February 6, 2007 To date, most adopters of search engine optimization have been B2C companies operating in an e-commerce environment. However, as business-to-business marketers recognize the potential of search, many are seeking ways to implement an effective B2B search engine optimization strategy. To be successful, however, one needs to understand the critical differences between B2C and B2B SEO, and the implications of those differences. A Difference in Goals While the ultimate goal of both B2C and B2B marketing is to create a sale, the goal of B2B search engine optimization couldn't be more different from its B2C counterpart. SEO's goal in the B2C environment is usually to generate an online sale in a single visit. Ideally, searchers find a high-ranking site in the search engine results and navigate quickly from the landing page through a prescribed channel, and ultimately through the shopping cart and checkout process. This, however, is unrealistic for mo