In a recent article on MarketingProfs.com, B2B Marketing on Search Engines—A Largely Untapped Resource, Scott Buresh (of http://www.mediumblue.com) gives some very good reasons why B2B companies should invest in SEO.
These include:
- there is not a lot of competition
- because the technology is generally simpler on B2B websites, and the volume of key pages lower, then the task of SEO is not that difficult
- the ticket value of a B2B sale is usually high, therefore the return from a single sale can justify the investment.
In addition, SEO changes the dynamic of the sales process. For many B2B companies, marketing investment concentrates on identifying and getting the attention of often elusive buyers - that’s a big up-front investment. But if a buyer finds you through a search engine, then he contacts you - and you can put all your effort into converting his interest into a sale. I think that must be one of the most important benefits from SEO for B2B companies.
And for B2B companies, link building opportunities can also be easier. In any particular industry, there will only be a small number of online authority sites. Getting yourself listed or indeed getting editorial coverage in such online publications is beneficial both for direct lead generation and for SEO.
