Issues with B2B Search…
B2B search has a really, really long tail.
A B2B search vocabulary is difficult to define.
B2B ROI has to be measured differently.
If the deck is stacked so fully against search in the B2B world, why was Google the primary referrer of traffic in the Optify study? Well, search for B2B can be tremendously effective; it’s just hard to predict. This makes B2B a prime candidate for a broad-based SEO effort. Content creation creates a rich bed of long-tail fodder that search spiders love. Organic best practices combined with a dedication to thought leadership can create content that intercepts those prospects looking for a solution to their identified pains, even before they know what they’re looking for.
In the case of B2B, especially in complex, nascent markets, I generally recommend leading with SEO and content development. Then, monitor search traffic and let that help inform your subsequent PPC efforts. It may turn out that paid search isn’t a major play for your market. The B2B Beast can be tamed by search; it just takes a different approach.
We couldn’t agree more. B2B PPC is deceptive inasmuch as it is easy to ramp up, but often difficult to justify. First comes organic resulting from a strong content marketing strategy, then paid.
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