Search more B2B Portal & Website Links

Custom Search

By now, many B2B marketing professionals know the basics of content optimization and how to make a site search-friendly. With that complete, their focus turns to link building. While that's an admirable pursuit, it may not yield the maximum results if unaddressed website issues aren't resolved. Here are some of the most common mistakes we see.

Inadequate site architecture

I'm surprised how often even large B2B companies fail to have organic landing pages on their website related to key revenue streams (e.g., product or service lines). It's usually not that they forgot key segments of their business, but rather that they failed to get specific enough. For instance, a leasing company promotes leasing of office equipment but fails to have a page focused on copier leasing. One of the reasons for this may be that many B2B marketers have often taken a minimalist approach to site architecture, incorporating only that which is necessary to establish initial credibility.

To be found for a specific keyword, there needs to be an optimized landing page on the website that revolves around that search term. Simply put, this means you need to review your business and ensure your site has at least one page that promotes each specific revenue stream. However, the complexities of B2B keyword strategy—which include the lack of shared lexicons in most B2B verticals—mean that you may have to create and incorporate several landing pages for each revenue stream. For instance, an accounting firm promoting litigation support services may have a page on expert witness services, but it may do well to also consider having a page on forensic accounting.

Simply put, most B2B websites need more content, both to respond to likely organic search and to be seen as being by the search engines as an authoritative site on a given topic.

Lousy meta descriptions

That is if any have been specified in the first place. It seems like B2B marketers often leave meta descriptions blank or simply leave it to the IT department to fill something in. This leads to poor descriptions in the search engine results.

When B2B marketers actually specify the meta descriptions for site pages, they often write from an internal standpoint, using corporate and internal lingo that doesn't speak to the searcher. Typically, B2C marketers are much better at writing meta descriptions that promote click-through. When you write meta descriptions for B2B, think about what will entice the searcher (your prospect) to click on your search result versus all the others on the page. While you can write as much as you want, Google will only display about 165 characters. Make sure you use those characters wisely to create a keyword-rich, compelling message. You've only got a few seconds before searchers decide on which results they will click.

Not analyzing organic landing pages

Many B2B marketers don't bother to evaluate, let alone manage, organic landing pages. Test your organic landing pages for all significant, ranking keywords. You may rank highly in the search results for a given search phrase. You may even have a meta description that drives click-through. But is the page searchers land on the page you want them to land on? If not, optimize a different landing page or make changes to the content at the current landing page.

Not monitoring analytics

The analytics associated with PPC landing pages are often scrutinized in great detail. Bounce rates are analyzed. Alternate landing page versions are tested. Ad copy is tweaked. Yet organic landing pages rarely see the same rigor, despite the fact that B2B purchasers tend to first look at and click on organic results almost twice as often as they do paid search results. So, dive into your analytics, and do the same for your organic visitors. Isolate your organic traffic. Look at the organic landing pages. Analyze the bounce rates. Adjust landing page content. Tweak meta descriptions. You'll be glad you did.

Failing to optimize printed marketing assets before converting them to the web

B2B marketers are frequently guilty of mindlessly posting lots of print marketing communications to their websites, often in lieu of html content. Hundreds of hours and great sums of money have been spent creating these pieces, yet most people won't spend even an hour to optimize these pieces before posting them to the web. These often include PDFs of brochures, case studies, technical or white papers, and product and spec sheets. While these represent valuable, influential information, if you don't optimize them, they won't show up in the search results; the only people that will find them are those who actually visit your site. Why not make sure searchers can find them, too.

Some will wonder why anyone would want to bother optimizing PDF files. Who wants to click on a PDF search result when there are plenty of html results? Well, the types of information mentioned above are some of the assets most desired by B2B purchasers. Savvy B2B searchers (and savvy B2B marketers) know that they can quickly find these rich resources using Google advance search to search for PDFs only. For more information, see this previous Search Engine Land article and also this more in-depth article on optimizing PDFs for search engines, searchers, and site visitors.

Duplicate title tags and meta descriptions

B2B sites are often rife with duplicate title tags and duplicate meta descriptions. In addition to decreasing the chances that more of your site's pages will rank well, this practice will likely lead to less of your site's pages being indexed by the search engine. Moreover, it's a clear sign that you haven't optimized you site for searchers. Title tags and meta descriptions help determine whether a searcher is actually going to click on your search result. Today, there's really no excuse for this. You can easily check for duplicate title tags and meta descriptions using Diagnostics>Content Analysis in Google Webmaster Tools. If you currently don't use this or don't want to wait for someone to upload a meta tag or html file (so Google can verify the site is yours), you can use Aaron Wall's Website Health Check Tool.
Source: searchengineland.com

12 comments:

berto said...

Thanks to the blog owner. What a blog! nice idea.

surrey leaflet distribution said...

Leaflet distribution in surrey

vinod said...

Thanks to the blog owner. What a blog! nice idea.

Elsa said...

Apart from tears, only time could wear everything away. While feeling is being processed by time, conflicts would be reconciled as time goes by, just like a cup of tea that is being continuously diluted.

........................................

Elsa said...

Apart from tears, only time could wear everything away. While feeling is being processed by time, conflicts would be reconciled as time goes by, just like a cup of tea that is being continuously diluted.

........................................

Elsa said...

Some may be wicked, and some may be despicable. Only when I put myself in their position did I know they are more miserable than I. So forgive all that you have met, no matter what kind of persons they are.
x431 | Auto Diagnostic|Automotive Diagnostic|VAS 5054A|volvo vida dice|Lexia 3|Nissan consult 3|T300 key programmer|Benz Star

Anonymous said...

[p]Often, your feelings down the following tier are usually nothing at all in excess of aspirations due to price associated with acquiring an authentic [url=http://www.bijouxstiffanyandcofrance.com]tiffany and co[/url] Tiffany object . Tiffany隆炉s prediction is considered to be more [url=http://www.tiffanyringsdcooutlet.co.uk]tiffany outlet[/url] conservative . The ring was then rushed from Portland ,Tiffany Necklaces, to the Vancouver set of Eclipse, arriving just hours before filming began on the pivotal scene . So, tiffany jewellery is simply not likely to help make you dismiss . The elegant d??cor of the ballroom was a stunning collaboration donated by event sponsors . Like images, they break the text up and make the reading experience more enjoyable . Jake enjoys his new system and relishes not just legs nevertheless the sheer agility of his [url=http://www.bijouxstiffanyandcofrance.com]bijoux tiffany gros[/url] Avatar . 's Manhattan headquarters, chairman and chief executive officer Michael J . Classic design is Tiffany [url=http://www.cheaptiffanycharms.co.uk]cheap tiffany charms[/url] (Tiffany) of work definition, this means that each one amazing perfect masterpiece can be passed down from generation to generation, the eternal charm.[/p][p]Twilight Saga author Stephenie Meyer oversaw the development of Bella隆炉s Engagement ring from Eclipse, and ultimately did the final sketch of the ring and had final say, Instyle reports . They put some of the items out on [url=http://www.bijouxstiffanyandcofrance.com]tiffany bracelets[/url] a long table then put them back . with much more information [url=http://www.bijouxstiffanyandcofrance.com]bijoux tiffany[/url] about, pay a visit at Tiffany Bracelet where you can buy it with high satisfaction . Since internet has spread all over the world, most of people are familiar with it . Jewelry is commonly flaunted with any robe and it is the capability to offer you finesse in [url=http://www.tiffanyjewelleryinuk.co.uk]tiffany bracelet[/url] your persona . The mind from the plan is Dr . He received his education in the nearby city of Danielsonville . Ore from the mine is refined in New England, under Tiffany's [url=http://www.cheaptiffanycharms.co.uk]tiffany charms sale[/url] supervision . Tiffany jewellery is definitely and so familiar to get quality and know how of which countless folks prefer to dress yourself in one thing on the popular resource.[/p]

Anonymous said...

[p]YOU CAN [url=http://www.ugg6bootsuk.co.uk]ugg boots uk stockists[/url] WEAR UGG BOOTS SALE WHENEVER ALONG WITH WHERESOEVER

While just simply chill fall, although before long additionally and further significant, 100 % cotton, winter months " booties " get time-consuming also been there will be ladies, repleat utilizing dog's hair camel coat as soon as the significant solution, illumination creativity does it is unquestionably come to feel warm, gorgeous to trap any two bottle thought of inexpensive ugg have a look at is reached . UGG snow boots emphasize the function [url=http://www.cheapugg6boots.co.uk]ugg boots sale[/url] of warmth a lot, so that why many women choose them to have a happy and warm winter . These [url=http://www.cheapuggbootsaleonline.co.uk]ugg boots sale[/url] Uggs high heels are 100% handcrafted, they are famous for its comfort . The third is that height, [url=http://www.cheapuggbootsaleonline.co.uk]ugg boots sale clearance[/url] while I just like the shorter boot for within jeans, it isn't something that would look OK with everthing else, and certainly looks goofy alone . Read > Shopping UGG Classic Short Boots Sale techniques 24th November 2010 UGG Classic Short Boots Sale These shoes [url=http://www.ugg6bootsoutlet.co.uk]ugg boots australia outlet[/url] are more popular in countries where weather UGG Classic Short Boots Sale is too cold . Previous to, automobile ancient girl use uggs bailey tab " booties " that doesn't fit in her grow old, nearly everybody all-around will laught about the woman . L e i g h t o n M e e s t e r F r o m t h a t [url=http://www.ugg6bootsuk.co.uk]womens ugg boots uk[/url] b e a u t i f u l G i r l o f G o s s i p d r a m a i n p o p u l a r a c t r e s s L e i g h t o n M e e s t e r i s a s w e e t l i t t l e p r i n c e s s.[/p]

Anonymous said...

[p]Jake tells Neytiri he has fallen [url=http://www.tiffayforsale.com]cheap tiffany jewelry[/url] in enjoy with her and she in move enjoys him . The design of Tiffany diamond were normally different and even beautiful which makes it uniquely well known . The white gold is flawlessly [url=http://www.tiffayforsale.com]cheap tiffany and co[/url] polished and it has a easy floor . "We are without a doubt the most vertically integrated jeweler in the world," said Kowalski . org, click Contact Us and send us an email identifying [url=http://www.tiffayforsale.com]tiffany and co sale[/url] one of the charms not mentioned in Bob Greene隆炉s essay . That celebration of the simple clothes in life is also easy for people to get conned into import what they are not always be reasonable, but the different styles . If its the monogram and also engrave the initials whilst your individual, which often [url=http://www.tiffayforsale.com]discount tiffany[/url] exhibits how we idea along with designed to get . Think about how your readers are probably going to read the final eBook (most print PDF [url=http://www.tiffayforsale.com]tiffany for cheap[/url] eBooks ?the idea of the paperless world is myth!).[/p]

Anonymous said...

[p]And [url=http://www.disclarisonicsale.com]clarisonic sale[/url] for women, it is a no-no to sleep with makeup residues . The salesgirl [url=http://www.disclarisonicsale.com]clarisonic mia sale[/url] was very enthusiastic and complimented me on my complexion, but only after she saw what I was buying . I looked for reviews about it on the blogosphere, but I have not found, so I thought it was my duty to fix it!

So I finally took the brush 隆掳clarisonic mia隆掳, the sweetest, and it goes without saying that I will not use it twice a day as directed . Housecleaning and additionally exfoliating the epidermis [url=http://www.disclarisonicsale.com]discount clarisonic mia[/url] are often the essential simple steps into your beauty process . Clean skin is only one of the advantages of employing this product . The device, made by the same company that makes the Sonicare toothbrush, vibrates at a frequency of more than 300 times per second . Summary:- Learn about how to make your skin free from oil, dust or dirt particles, and other impurities.[/p][p]The silversmiths won and sterling silver was re-introduced on 1st June 1720 . Now there are rental companies that supply their products [url=http://www.disclarisonicsale.com]clarisonic [/url] suited to the occasion . But the truth is, That's not it partnered employing precious company at clarisonic to hand out TWO with the special edition a birthday clarisonic in, Priced upon $269 . co . For example, upon presenting these Suncamp . Today, it is used to improve the appearance of tattoo scars, wrinkles, and [url=http://www.disclarisonicsale.com]cheap clarisonic mia outlet[/url] age spots . But people should be careful not to over use the complementary elements.[/p]

Anonymous said...

[p]2 leather [url=http://www.cheaplouisvuittonpursess.co.uk]louis vuitton purses[/url] bags to clean:
(1) It is recommended in every store leather goods, it should be to dust clean up, the the general cortex best products on the cortex and maintenance of oil . The blue dual-use bag looks [url=http://www.cheaplvbagsoutlet.co.uk]lv handbags outlet[/url] very small, very suitable for short MM . bag with fashion range

Now women take to the streets, without the bag than not got any money not feeling comfortable, this stylish form there should be a period of time . If used on a rainy day, should pay special attention . Louis Vuitton bags are classic . Before you use it in an inconspicuous [url=http://www.cheaplouisvuittonpursess.co.uk]louis vuitton purses outlet[/url] corner of the trial . "We stand by our story," Post editor Col Allan said in a statement . Bottoming sweater small shirt narrow pants fluorescent red rose [url=http://www.cheapchanelbagsoutlet.co.uk]chanel bags outlet sale[/url] bag with tips:
Bottoming sweater with a small T-shirt and narrow pants, creating a sense of depth.[/p][p]package bag body of the lace elements, the use of rivets, horse hair package cover the integration of multi-element, [url=http://www.cheapchanelbagsoutlet.co.uk]chanel bags outlet authentic[/url] so that the section of the package more fashion sense, black is not monotonous . package bag body of the lace elements, the use of rivets, horse hair package cover the integration of multi-element, so that the section of the package more fashion sense, black is not monotonous . We love the big handbag in which she, hopefully, slipped a pair of ballet flats for when it will no longer support its varnished [url=http://www.cheapchanelbagsoutlet.co.uk]cheap chanel bags outlet[/url] heels . Chloe Chloe (1) founder: Jacques Lenoir and Gaby Aghion (2) Registry: Paris, France (1952) (3) category: Men's, women's, sportswear, sports goods, jeans, leather accessories,accessories, perfume, home accessories
, Balenciaga Balenciaga (1) founder: the Cristobal Balenciaga Kerry Bristol Bar Balenciaga (2) Registry: Paris, France (1937) (3) categories: haute couture, menswear, leather goods, perfumes, etc . This allows [url=http://www.cheaplouisvuittonpursess.co.uk]louis vuitton purses sale[/url] the seller to the buyer as to make a good deal becuase the same bag big brand is sold much cheaper . Bag control as a brand, I also have many years of experience in bag maintenance . How do I take? Like a clutch, in your hand or rested on our arms . L a n a M a r k s a s t h e o n l y o n e t o f o c u s o n h i g h - e n d t h e r a r e l e a t h e r j e w e l r y i n t e r n a t i o n a l l u x u r y b r a n d , f a m o u s f o r i t s c o l o r f u l s p l e n d o r o f c o l o r a n d s t y l i s h d e s i g n.[/p]

Mary said...

This is very interesting! :) Thank you for sharing...