The rules of SEO have forever changed. B2B companies take notice: your corporate website, with its standards and guidelines for copy and content style, may soon require a total makeover.
Much has been said about the volume and quality of backlinks to your B2B or corporate website, determining your SEO success. That will be covered in a part II of this SEO article for B2B marketers.
But what about the importance of SEO on your website? This is what you have immediate control over and when optimized appropriately, will drive the most immediate returns (in SEO page 1 Google visibility). But the ongoing Google changes, sometimes at a whim and seemingly meant to penalize B2B sites, are making it harder for B2B marketers to stay in top.
Here are 5 ways B2B or corporate websites can evaluate their on-site SEO program to have 2014 success in SEO:
1. Does your user experience suck or is your conversion at the top of its game?
Google and other major search engines are placing heavy emphasis on on-site user experience. It is important that your site is not only gaining qualified target leads; but also that those leads then stay on your site, follow their intended user path and convert into customers for Google to give you a thumbs up in the world of SEO.
2. Are your site visitors sharing your site content?
One major factor of how well your site is optimized for SEO is shareable on-site content. Are your PDFs being downloaded and shared? Have you performed appropriate SMO (Social Media Optimization) of your site content? Do you have a Blog that provides real value to your target audience? Is the Blog set up for subscriptions and social sharing? Are you contributing original content weekly? There are many ways you can drive attention to your site through good content. That content being shared gives yet another thumbs up to Google.
3. Do you analyze and update your keyword strategy frequently?
Consistent analysis of your keywords and related Meta data, alt tags and the like to determine and enhance your online market position in SEO will help you to stay in the game. If you set a keyword plan with a one-time on -site optimization on your site and keep the same old Meta data, you are doing your SEO program a disservice.
4. Is there duplicate content on your site? If so, you better take action or Google will!
With the aggressive world of SEO, your B2B site cannot afford to be penalized if even for a week. Your rankings will drop fast and so will your new business development. Duplicate on-site content on page or even in Meta data is a no no for SEO. Make sure to check your B2B site for such issues via Google Webmaster Tools easily and make the appropriate changes.
5. Is your site speed load optimal? If not, Google will ignore you.
With the wide array of open-source development programs available these days, many B2B sites find themselves with problems with site load times because of plug-in issues. Don't be one of these sites. There are plenty of sophisticated web hosting companies out there who can make sure you have the right hosting solution for your platform and development needs, whether that means VPS or Dedicated server if you have lots of on-site functionalities.
There are, of course, more ways you can improve your on-site SEO performance and more I can get into on each point above. However, these 5 ways to evaluate will certainly get you going quickly to where you need to go for SEO rank in 2014.
Don't underestimate the importance of your website in 2014, whether you are driving content from other webpages or simply on your site. Your website is and should be your B2B marketing machine for driving consistent new business. Make it work for you.
As always, I welcome your comments and feedback here on ClickZ. In my next installation, I will cover more ways to influence SEO via content and social signaling. Until then, happy New Year!
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Jasmine Sandler is a veteran in online marketing. She has over 15 years client experience in helping companies, both large and small, use the web to develop and grow business. Miss Sandler has provided interactive solutions for such clients as: Citibank, ISO, Diamonds International, Doublerock Corporation, Loews Hotels, CityLights Cruises, and hundreds of small businesses and start-ups.
Miss Sandler has expertise in the areas of using LinkedIn to grow business, B2B social media marketing strategy, search marketing strategies for sustainable online visibility, website effectiveness for user engagement, and digital strategies for small businesses. She is a published author of "Branding & Sales: The LinkedIn Way," available on Amazon and in paperback.
Jasmine is a frequent speaker for The Association of Strategic Marketing, The Association of Ghostwriters, Search Engine Strategies, Small Business Technology, and New York Business Expo. Miss Sandler is a contributing monthly writer for ClickZ.com, Search Engine Watch, The New York Enterprise Report, and LinkedIn Original Content.
Jasmine is CEO and founder of Agent-cy Online Marketing, an online branding agency in NYC with a team in digital strategy, web design and development, search marketing strategy and management, social media marketing, and online PR.
Miss Sandler provides LinkedIn Corporate Training and individual executive work as well as digital planning as a consultant to enterprise level organizations globally. Her consulting work and published content can be found at jasminesandler.com.
Miss Sandler holds a dual MBA in Marketing and Technology from the University of Miami and is a very active supporter of LinkedIn and runs several business owner groups on the site. Prior to developing a career in web marketing, she held the position of Director of Managed Data Networking Sales at IBM Global Services for a period of seven years.
March 19, 2014