SEO Results Through 5 Easy Tips

Modern SEO is a Mix of Fundamentals and Social Currency

All businesses want to be found online by their prospective customers when they search. Many marketers assume that ranking well in Google is the ticket to driving traffic to their website. The reality is that it’s only a part of the equation. Many B2B businesses are not getting the

If your title tag is not well-written for search engines your content may not rank well enough to be found to be clicked through. Additionally, if your title tag doesn’t match relevantly with the eye of the searcher, you could miss out on a click through.

Relevant and Well Written Description Tags

When a user reads the listings on a search result page, the eye is skimming the title and secondarily reading the description. If your description is weak in comparison to your competitors’ descriptions on the same search results page, you can miss out on click throughs. For SEO results, Meta titles and Meta descriptions must engage the visitor and be keyword relevant in order to be found by users and to convert click throughs from the search results page.

Relevant Content – Relevant Content – Relevant Content

Google’s recent Panda updates are proof positive that content is still the most important ingredient in getting desirable SEO results. Too many marketers short change this aspect of their SEO strategy. I submit that a lack of relevant content constitutes a lack of a SEO strategy. Unless you’re in a non competitive industry (which doesn’t exist), you need enough content to earn authority with Google and Bing. SEO results are driven by quality content, and lots of it, written to meet the needs of your audience.

Engaging Calls-to-Action

If your SEO objective is to produce sales-ready leads, then getting qualified visitors to your website is truly only half of the equation. It serves no purpose to strive for SEO results that drive traffic to your website if you can’t convert a healthy portion of visitors into sales ready leads.

B2B marketers should be willing to experiment with calls-to-action (CTAs). We’ve seen some marketers have success with self-service pricing CTAs. White paper downloads can be effective too, but you still need to experiment with content. It’s easy to produce a lot of white paper downloads that result in no sales ready leads. The same holds true with webinar content.

Social Search Drives SEO Results

Even though it is late 2011 many B2B marketers still ignore social media for various reasons ranging from a lack of understanding to a lack of time. In modern SEO this is like ignoring sunshine when seeking a tan. Both Google and Microsoft Bing use as ranking signals the extent to which your website’s content is shared across social media and by whom. Google is using its +1 sharing button and Bing is using Facebook Likes as ranking signals. Google is also beginning to track the extent of content sharing on Google+ which is their new social network. B2B marketers will improve SEO results when they make it easy for website content to be shared through social media contributing to social search success. Likewise, employees of B2B marketers should share their company’s website content and encourage customers to share it as well. Blog content is one of the best content formats for social sharing.

B2B marketers who need to improve their SEO results should consider SEO fundamentals (title and description tags) and should also have a willingness to experiment with CTAs that can create sales ready conversions. Additionally, social sharing is not an option to compete for search engine rankings. Contemporary SEO success is part fundamentals and social currency.

The white paper on the right describes 6 critical success factors in B2B lead generation. Give it a read and leave your thoughts in the comments below.

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