SEO Options for B2B Suppliers
We know B2BDD is not the only game in town when it comes to website development and digital marketing management, so we’ve comprised the list of questions below to ask when choosing a new digital marketing partner.
What is SEO?
To boil down a very complex/moving target – SEO is the science of aligning your website code and content with the best practices Google has outlined for “High Authority” websites. Google is constantly changing their definition of ‘best practices’ to keep up with technology updates and/or human preferences, therefore the strategy of ‘optimizing’ your website to keep up with the changes is rewarded with higher rankings in Google results.
What is a “High Authority Website”?
High authority websites are those that both Google’s human reviewers and artificial intelligence (a.k.a. the “Google algorithm”) determine to be ‘high authority’. The massive number of data points that factor into the final ‘score’ and universal acceptance of Google’s authority essentially render an otherwise subjective metric to be accepted as nearly objective.
SEO starts with a Tech Audit
Effective SEO should always start with a technology audit of your website to determine what Google does or doesn’t like about your website’s framework. Many companies have websites that are penalized by Google for their framework and will never reach full SEO potential no matter how much effort you focus on content and keywords.
Google Loves “Rich” Content
Google’s job is to provide people with the best results to answer their search query. A page full of keywords is not going to impress anyone who Google sends to the page, but a well-researched article, written by a human that references other high authority resources will capture their attention and prove to Google that you deserve to earn their top rankings.
SEO must be flexible
Many SEO vendors have a standard offering they sell to every client regardless of their needs, but rarely do two companies have the same needs and are in the same evolution of their digital strategy, so a one-size-fits-all approach is doomed to fail. Furthermore, Google updates its algorithm between 500-600 times per year, so how can a solution established on Jan 1st still be valid on Dec. 31st??