Sure, you spend money on sales and marketing (possibly a lot), but from a potential customer’s perspective, their journey almost always starts with search. A question to be answered. A problem to be solved. When your website meets them in that moment with the answer, you get results. Results that lead to sales.
- Speak the language.
And yet, the words they use to ask these questions and solve these problems — how can you make sure you’re speaking the same language…literally? That’s the first step: research the search phrases actively being used, evaluate the likelihood of purchase intent, determine the best terms in your business’ competitive environment, and then create and optimize site content that meets them on their terms.
- Invest in purchase intent.
Now we understand which search terms indicate the greatest purchase intent AND where you have some competitive advantage. Using terms where you have the best chance of top rankings guides the time and resources you’ll invest in. For terms with good volume and good sales potential — but where you don’t show up in organic search — our PPC expertise can get you to first-page results in about a month. That creates awareness…at least prospects know you’re a possible solution to their problem. SEO rankings are (fortunately) merit-based, and you earn your position by having the best content for a particular search term on a page optimized for that term. In other words, relevancy and quality rule. That’s why the smart move is to work with an experienced marketing firm which is also a B2B SEO agency.
- For manufacturers, it starts with B2B search..
Executives tend to ignore ads. According to the latest search behavior research, only 3.4% of distinct search queries in Google result in a click on an ad. Business buyers and technical evaluators do their research organically: they’re looking for facts. The more technical the product, the deeper they look. Key point: when the search terms are more sophisticated, they’re much closer to a purchase decision. So typically, our work pays for itself before we’re even finished. That’s why we spread out your payments, and make lots of iterative changes to be sure you’re getting the best rankings…and most traffic…possible. In B2B sales, a single new customer can pay for your site optimization — and SEO keeps working for years.
- Search validates choices.
In deciding — as groups or individuals — people use the web to research alternatives and validate their choices. Being in a position to establish a first impression through top rankings is important. Also, the decision maker may not be doing the initial search. An evaluation committee may review a number of options, and they may enter directly after the first search. A consistently high ranking along each step of the purchase decision process means every constituent sees their choice validated…and often that means content specific to each role, from a design engineer to the supervisor of the people operating equipment on the plant floor.
Investment in SEO and PPC is cumulative, measurable and profitable.
Knowing what we do about the role search plays in B2B decision-making, it’s also fairly easy to understand how investing in SEO + PPC together pays off. If you’re thinking you might want to buy SEO services or invest in PPC consulting, give us a call. We can take a quick look together at your site, and see what we would have to work with. (512-637-5271, x12)
You’ve come to the right place to get all your questions answered…we’ve worked with all kinds of manufacturers, from family owned businesses to global brands with multiple divisions. And if you’re a B2B company owner who wants the facts first, start with our SEO overview, technical findings, competitive ranking reports and high-level recommendations. Invest a little money, and you’ll learn a lot…like your current search market share, and how your rankings compare to your competitors. Download a sample report right now…