How Did Your B2B SEO Campaign Go So Wrong?

Written by Nick Stamoulis

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B2B SEO is a long term process. There really is no other way around it. What you do today could impact the overall success of your website for months or even years to come. That’s why Brick Marketing always recommends our full service B2B SEO clients stick to a white hat SEO program. That way you minimize the risk of having any skeletons in your SEO closet that could come back to haunt your down the road. But if your B2B SEO campaign has flat lined (or even worse, started back sliding) there could be a variety of factors at play.

Here are three things that can sink your B2B SEO campaign:

You outsourced your B2B SEO campaign to the wrong provider.

Working with the wrong SEO provider can sink your B2B SEO campaign before it even gets off the ground. While there are literally hundreds of SEO firms, consultants, experts and gurus out there not every one of them is going to be a good fit for your SEO needs. You’re better off looking for an SEO provider that will become more of a partner—they should be as invested in your success as you are! A bad SEO firm might invest in the kind of tactics that can actually land your website in hot water with the search engines. At the end of the day your B2B SEO campaign is a reflection of your site; Google doesn’t care who does the SEO; they just judge what has been done. That’s why transparency is key! If your SEO provider takes a wrong turn it’s your site that will suffer.

You thought more content was all that mattered.

Most B2B companies understand the importance of content and I’ve read several reports over the last few month that show an ever increasing investment of budgets and time into content marketing. But you have to be careful that your B2B SEO campaign doesn’t rely simply on pushing our more content. While more content is good (it gives the search spiders more to work with and creates more entry pages into your site) more quality content is better. It’s better to produce one great post each week than 1 ho hum post each day. Especially in the B2B world, you should be looking to produce the kind of content that educates, engages and connects with the decision makers and influencers of your target audience. More and more B2B buyers are taking the initiative to educate themselves before they every contact a company so you want to make sure your brand is well positioned and had the kind of content these buyers are looking for!

You thought your link building profile was big enough and called it a day.

Link building is forever. Yes, it’s mostly a manual process and can be incredibly time consuming and tedious but that’s just the way it is. Just because you’ve hit some SEO success metric (maybe a top spot in the SERPs or number of organic visitors) that doesn’t mean you get to call it quits with your B2B SEO campaign and pause your link building. There are only 10 spots on the first page in Google and there could be millions of web pages competing for those sports. When you stop your link building you start to lose whatever SEO ground you’ve gained and you can bet there are plenty of competitors waiting in the wings to displace your site.


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