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One thing we’ve tried to push for all websites, but especially in B2B, is to really know your customer. Many businesses assume that their brand is so well known, everyone will be using these terms to search for your products. Search Tools or your own website analytics program should provide you with some more accurate answers.
In their blog post “Loose[sic] the Lingo, Remember the Buyer”, Francis SEO (specialists in B2B SEO), isolate 2 areas to keep in mind when framing out a search strategy.
“First, remember you’re usually not talking to one buyer. A typical B2B purchase involves four, five, or more different people who ultimately influence the purchase decision. Sure, they share common organizational objectives—but they have unique perspectives, interests, agendas, and needs.”
This in itself poses difficulties in isolating search terms so a varied approach is recommended.
“The second force at work in B2B keyword strategies is the sophisticated, complex, and non-commoditized characteristics of B2B products and the unique industry vernaculars used to describe them. Terms you use to describe your products and services may not be the terms your prospects use in online searches.”
We do suggest performing some of your own user surveys. Whether you send a survey out to your current client email list, or casually during a networking meeting, this information can be highly valuable. This will help you to understand your prospects better and to help get your name/site/brand in front of the appropriate eyes.
When you talk their lingo, prospects will show up at your virtual doorstep delivered by that friendly taxi driver, El Google.
1 response so far ↓
1 Galen De Young // Feb 3, 2008 at 12:35 pm
Nice article. Who wrote it?
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