Writing by Brick Marketing in B2B SEO Marketing
If you are going to do something, you might as well do it right. Unfortunately, many B2Bs don’t see it this way when it comes to SEO. They understand that SEO has its place in the marketing mix but don’t properly invest in it. Marketing budgets can be tight and many B2Bs prefer to spend their money marketing the business in different ways. The amount of money that should be allocated towards SEO varies depending on the business, but carefully consider the behavior of your target audience members. Where do they look for information? Most likely, they are looking online and in the search engines. If you can’t be found there, you are missing out on an opportunity to grow your business.
Some B2Bs take the cheap route when it comes to SEO. There are plenty of businesses out there offering SEO at a low cost. What needs to be understood is that it’s also low quality. The phrase, “you get what you pay for” couldn’t be more true when it comes to SEO.
SEO isn’t rocket science, but it’s not something that can be understood overnight either. In order to find success with B2B SEO it requires a significant investment. Don’t think that you can pass off SEO as an extra duty to a Marketing Assistant who already has plenty on their plate or (even worse!) to an intern. Proper B2B SEO is a full time job, which is why so many people have careers in the industry!
Think about what you will need to do to achieve B2B SEO success. You’ll need to conduct keyword research and optimize every page of the website. You’ll need to consistently create quality content and be active in social media. You’ll need to conduct ongoing research in order to find new industry and niche linking opportunities. You’ll need to review analytics and other reports to gauge campaign success and make changes as necessary. You’ll need to keep up with changes in the SEO industry and make note of any major search engine algorithm updates. Clearly, B2B SEO done well is a commitment.
B2B SEO requires an investment of time and money which is why many businesses are hesitant. But think about it. The B2B decision process can be complex. Business decisions affect a whole company unlike a consumer product decision that affects one person or maybe a family. B2B decision makers want as much information as possible and will conduct plenty of research. And where are they conducting this research? In the search engines. Therefore, the B2B SEO investment is worth it.