Search Engine Optimisation?SEO means Search Engine Optimisation.SEOis a way of increasing your rank in search engines such as Bing. Some organisations want to show up higher on the front page of Google, and so they pay for search engine optimisation from companies that provide it.
What are the aims of Search Engine Optimisation?
The primary aim of SEO is to rank better in search engines for particular keywords. However the primary activity of SEO is centred on generating links to a page. Search engines use links as a way of rating the quality of a page (more links means more people think the quality is high). Once a web page has been structured in a way to maximise the opportunities to use keywords, most SEO companies will then spend time working on a way to get links.
The First Rule of SEO
The main directive of Searchis "Build content that will interest your customers". Links, pages, content and imagery can all be changed when chasing after customers, but the more you compromise on this prime rule, the lower the impact of your SEOactivities. We also have10 more commandments of Googlein an early post, for those that want to read about the other rules of SEO.
SEO in a corporate environment is very different from building a few links to a small website. Primarily, corporations have different goals. A conversion may be be buying from a supplier (which is harder to measure), or it might just be someone calling for more information.
You can start by insisting that suppliers and retailers link to your site and product pages on their sites. It is against the Google rules to insist on preferential pricing for links, but you could ask for links back. This is quite a good SEO method for improving your position.
Businesses could use a few hundred dollars sponsoring sporting clubs, in return for a link to their websites AND promotion in their newsletters.
Also, you could create a new website for some industry awards and invite people to attend and live blog. The event might only cost a few hundred dollars (restaurant hire, food, drinks), and focus on industry changes. You could get everyone to link to the new website, and then have links back to the main industry players. This SEO tactic is VERY common in highly competitive industrial sectors.
A bigger business SEO success is based on conversions, any SEOcompany that JUST focusses on traffic is short sighted. I can get a million hits to your site, but whats the point if they are all India scammers? Two ideas in SEO that you should focus on. A) hits on the product pages, or the "where to buy" pages, and increasing those. B) outranking your competitors and showing that you are.
You might be able to have a white paper on your website, where you goal is to get people to leave their email and download that. Then you can put together a quarterly newsletter to send to those people, and feature retailers for a price.
A lot of B2B websites over emphasise complicated technical language. This is not a great idea, as most of your clients will not search for you using these terms. Instead of using words like "Systems Integrator", what will the CIO use to find someone? Network engineer? Find this out using the Google Keyword tool.
Your acronyms are relevant to someone, but often not the customer. In many B2B SEO programs, one of the most frequent exercises is developing insight into what keywords your think about an industry or a company's products and services. What a customer might type into a search box on Google, Yahoo or Bing may very well be different than the language the company uses in it's own marketing and advertising content.
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