As an overall strategy, SEO is one of the most effective internet marketing strategies for B2B companies. However, not everyone, especially small and local businesses, are aware of the benefits they can gain from putting SEO as part of their campaign. Derek Edmond of Search Engine Watch interviewed B2B marketing colleagues on how SEO can work better with strategic marketing. When it comes to content, here’s what a few experts had to share:
Diana Huff, an established SEO and social media writer, despises the idea that producing content for SEO purposes should prioritize search engines. Now that Google has updated its algorithm and that black hat SEO practitioners are being penalized for employing such practices, Huff encourages everyone to avoid spammy keyword-laden blog posts as this tactic will not do any of the parties good.
Kate Headen Waddell, a strategic copywriter who specializes in blogging and web copy, wrote a piece called “People Aren’t Reading Your Web Copy? It’s Not Them, It’s You!” wherein she discusses that web copy should engage and encourage visitors to buy from the website. SEO content should not be vague. Readers should be able to understand the point of the post clearly and unambiguously. This also means that short posts are encouraged to keep them interested. For Waddell, encouraging the hearts and minds of the visitors is important for them to generate sales on your website.
Introducing a new term is Pawan Deshpande, the CEO of HiveFire, a company that offers content curation and marketing solutions. Content curation, according to Desphande, is an effective SEO tool because it allows aggregating relevant and timely web content and organizing it logically before being fed to microsites for content sharing. This way, readers and other websites will start to go to your website as the best source for specific topics and other offline benefits, resulting to brand awareness and thought leadership.
Finally, Stephanie Tilton, a content marketing consultant for B2B companies, says that SEO content should be written with the aim of helping prospects throughout the buying cycle. Keywords should therefore be embedded in content produced as well as in other websites and blogs where a company’s presence is maintained.
Now that experts have given valuable insights on how important content is and how it should be maximized by B2B marketing companies, it’s time for you to practice what they have preached.
