It’s a great big Google world. OK, sure there are dozens of other search engines. But if you need to find something out in a hurry, who you gonna click? Most likely the big G. Great news for those of us tackling direct B2B marketing. But if you’re planning to mine major gold from Google or any of the companion search engines, you have to be clued into a few basics. Here’s what every direct B2B marketer should know.
Relevancy Rules
Relevance is the fuel that powers a machine known as search engine optimization (SEO). If you seek the Holy Grail known as high rankings, you absolutely must connect with customer needs in a relevant way. Achieving relevance, however, is easier said than done. You see, Google and its other search engine buddies utilize hundreds of sophisticated criteria to determine relevance. These qualifiers typically are secrets to everyone – except the all-powerful engines. Algorithms like Google’s Panda can weed out low quality content with pinpoint accuracy.
To the Original Go the Spoils
You’re not getting anything past the search engine patrol. So make 100% certain your information is original, interesting, and worthwhile. Text ‘borrowed’ from other sites, or unoriginal content are both poison. Google is an online Sherlock Holmes when it comes to detecting these verbal miscalculations.
The winners on this new playing field will websites boasting fresh, unique content not to be found elsewhere in Cyberspace. The grand prize is higher SEO rankings — and ultimately more traffic.
Tweet is Good
Marketers also should be tightly tuned into the power of social media. Search engines are great at sniffing out activity on sites like Facebook and Twitter. And those same engines mercilessly use the intel to help determine a site’s search-worthiness. So plant this thought somewhere on your mental landscape — not only does all the tweeting and facebooking promote a company’s business, it boosts rankings.
Do you have questions about utilizing search engines for B2B marketing, or any other marketing topics? Be sure to send them our way. You can connect with The Young Company team at 949-376-8404 #205 or byoung@youngcompany.com. And be sure to follow us for the latest industry news and tips.