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SEARCH ENGINE
OPTIMISATION Expert advice and guidance on
business-to-business search engine optimisation
www.b2bm.biz
EXECUTIVE SUMMARY
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www.b2bm.biz/bpgseo
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Contents
B marketers. Its mission is to provide practitioners with the information they need
to perform better and achieve more, whatever sector of the B2B space they are
operating in.
Launched in 2004 as B2B Marketing magazine, it has since evolved into a multi-faceted
resource, delivering a broad range of content in a variety of different forms and formats.
B2B Marketing Online: A huge archive of content focusing on every conceivable aspect
of business-to-business marketing, and including various opportunities for online interaction
and learning, such as a best practice webcast programme, and an interactive online directory
for supplier sourcing.
The B2B Marketing Awards: The showpiece event for brands and practitioners, attended
by over 600 people, and with former winners including a host of top-tier B2B brands,
including Barclays, TNT, American Express, HP, Microsoft, JCB, Symantec, DPD,
Rackspace, Volkswagen, Stanley, RSA, and many more…
B2B Marketing Events: Regular seminars and training sessions aimed at helping
marketers hear and learn first hand from the experts in order to hone their skills.
INTRODUCTION
Executive summary
SEO is a critical marketing channel because of the incredible power and importance that
search engines hold in supplier selection, which is growing year-on-year. From a standing
start, within 10 years, the Internet has overtaken TV in terms of its importance as a
marketing tool, according to figures from the Internet Advertising Bureau.
Pay-per-click (PPC) is the paid-for equivalent to SEO, with results appearing in the
right -hand column and at the top of search results. Total annual investment in PPC is far
greater than SEO, even though SEO has been shown to demonstrate significantly higher
return on investment than PPC. Lack of transparency of SEO techniques has led to it being
widely regarded as a ‘black art’.
Getting your website ranked highly in SERPs (search engine results pages) for specific
keywords is obviously vital to ensuring that your company gets found – the majority of
searchers only look at the first results page.
There are three primary areas of optimisation: technical, on-page and off-page. These are
dealt with in detail in the next three sections.
• Site architecture: Aligning your site around a coherent and structured plan.
• Sitemaps: This aids the search engines’ understanding of your site and their ability to
access and index all of the content.
Content is key to on-page SEO, as is finding the correct keyword density within your copy. “When creating content,
However, when creating content SEO must be considered, but you must always remember
that the primary purpose is for it to be read by people. SEO must be considered,
The main areas of content that require optimisation are: title tags, meta descriptions, but you must always
location of primary keywords, keyword usage variation, use of keyword in URL and new
content.
remember that the primary
Internal linking is when you link from one internal page to another; the anchor text you use
purpose is for it to be read
for this is a crucial part of internal linking optimisation. Just as links coming from other sites by people”
work as a ‘vote’ to your website, internal linking to pages within your site is also given weight
by search engines.
Google’s PageRank algorithm has less impact on the value of a link compared to when
first introduced. Factors such as relevancy, the value of the domain and the anchor text of
the link are more valuable in today’s environment. Other search engines have their own
versions.TrustRank is an alternative link analysis technique, designed to help separate useful
pages from spam.
There has been, and will continue to be, debate about the relative importance of on and off-
page optimisation elements. However, search engines have become more and more
dependant on link metrics to an entire domain, rather than just an individual page.
Link building is the practice of creating quality inbound links from authoritative websites,
blogs and portals, thus boosting the value of that page to Google for a targeted keyword.
It can also be used to generate additional traffic.
When assessing sites for link building, a number of factors should be considered: The age
of the domain; trust of the domain/page; authority of the domain; the number of outbound
links from that page; relevancy of content and anchor text.
There are two types of link that can be built: one way links or reciprocal links. The former
is judged as better by search engines.
Link baiting is a means of generating links through the creation of popular content that sites
want to link to, e.g. humorous content.
Social media is increasingly being recognised as having a role to play in terms of SEO. The
ultimate objective should be to generate a clearer insight into the positive and negative
attitudes to your brand and act on the results uncovered in terms of content creation.
Link analysis can help you to understand which links your competitors are using to drive
traffic, and help you understand which areas of your website need improvement. There are
various link analysis tools that will help you do this.
To optimise video content, there are also a number of steps: Use keywords in the title; create
calculated”
keyword rich filenames; incorporate synopses; use a video sitemap; enable ratings; syndicate.
To create a Google Places listing you must first create a Google account. Local listings use
a different algorithm to the organic search results, with weighting towards local information.
The following factors should be considered when optimising a local listing: titles, addresses,
categories, descriptions, hours and payment and photos.
Data citations – online references made to your company – are central to ranking on Google
Places.These differ because they are not always ‘links’ in the conventional sense – references
from major data providers such as your business service or address, give more credibility in
Google’s eyes to the authenticity of your listing.
Free platforms such as Google Analytics are great for organisations who are taking their
first steps in the online world, and are limited in terms of time and budget in how much they
can invest in analytics.
Without analytics, web traffic cannot be tracked, measured or defined, therefore sites cannot
be improved and ROI cannot be calculated.
Typical key performance indicators for analytics are: Conversion rate, search engine visitors,
keywords via search engines and bounce rates.
Additional information
i. Outsourcing SEO services
INTRODUCTION
Contributors’ biographies
Lisa Myers, CEO and owner, Verve Search Ltd
Lisa Myers is CEO and owner of SEO & social media agency Verve Search. She has 10
years' experience in marketing of which five years are in search. Lisa is heavily involved in
the global search community and respected by peers and search engines alike.
Lisa is a regular speaker at industry events worldwide, including: Search Engine Strategies
(SES), Search Marketing Expo (SMX), Internet World, SEM Konferansen (Norway), IAB,
Search Marketing World, Chinwag and B2B Marketing search events.
She has authored a chapter on search techniques in the book B2B Marketing Experts
(published in 2007), written a chapter on SEO in B2B Marketing’s Best Practice Search
Marketing Report (2008), and wrote a regular search column for B2B Marketing
Magazine in 2008.
Lisa is also an active blogger in the SEO and social media community and founder of the
international SEO blog: SEO-Chicks.com. She is also co-founder of the European search
blog Stateofsearch.com. In addition, Lisa contributes to publications on and offline regularly.
Lisa won the ‘B2B Newcomer of the Year’ award at the B2B Marketing Awards 2007. In
May 2008 she won ‘Best Use of Technology by Under 30 Year Old Woman’ at the
Blackberry Women & Technology Awards. In 2009, Lisa made the prestigious ‘35 Women
Under 35’ high achievers list in Management Today co-published by The Times.
lisa@vervesearch.com
Tel: 020 8439 1521
Twitter: @lisadmyers
Sam has previously co-authored a chapter on search techniques in the 2007 book B2B
Marketing Experts. Sam is an active blogger in the SEO and social media community,
contributing to the Verve Search blog and is a regular blogger on the European search blog
stateofsearch.com.
sam@vervesearch.com
Tel: 020 8439 1521
Twitter: @sammurray
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