Optimizing Organic Search Strategies
While site subscribers are the bread-and-butter for all kinds of B2B organizations, building a strong subscriber base over time is essential to maintaining and growing your pool of leads over time. Organic Search, defined by SEO-Space is the "process by which web users find web sites by a keyword query and click on an unpaid search engine listing," and is increasingly being used by B2B marketers as an inexpensive and highly efficient method of building an audience using existing infrastructure (search tools like Google), and their own content.
When making a conscious effort to increase your search rankings and drive traffic to your site via organic search methods, it's important that you consider all of the different tactics required to create a successful strategy. Search Engine Optimization (SEO) is a relatively complex field, and implementing search tactics that work requires that you do more than simply tag your content with keywords. Search experts, such as the folks at Search Engine Land, have taken the time to compile a list of common mistakes made by marketers when attempting to optimize their sites to generate (unpaid) search traffic.
In their article, Six Mistakes B2B Marketers Continue To Make With Organic Search, Search Engine Land outlines the most common mistakes made in terms of getting a great organic search strategy up and running. With a focus on the mistakes of B2B marketers, Search Engine Land offers tips on how these generally tech-savvy organizations can get their organic search strategies straight. And while inadequate site architecture (which is difficult to correct if you don't have a site redesign planned) tops the list of errors, the other errors commonly associated with optimizing organic search can all be remedied without having to rip apart your entire site.
Inadequate Site Architecture - if you're trying to drive traffic to your website based on specific search terms, you need to make sure that there are landing pages on your site to increase traffic to your site, and "welcome" traffic once it lands. If you simply drive traffic to your site, without tagging specific pages for specific search terms, not only do you lose out on an opportunity to push your site up in the search rankings, but you also lose the ability to effectively track your visitors once they hit your site.
Lousy Meta Descriptions - according to the article, many B2B marketers fail to fill out their site meta descriptions, and when they do fill out meta tags, they often either leave the task to the IT department, or write tags that they understand, but which don't resonate with users. Instead of taking a casual attitude to crafting meta descriptions, it's important to consult with (or hire) someone who understands how to write meta descriptions and which descriptions will attract the most search traffic.
Not Analyzing Organic Landing Pages - In order to successfully implement a search strategy, you need to make sure that your organic landing pages are attracting the appropriate traffic. It's important to analyze your organic landing pages for, "for all significant, ranking keywords," and ensure that any organic traffic is, in fact, landing on the pages you want them to land on!
Not Monitoring Analytics - While pay-per-click search results are generally analyzed at length, organic search results don't always get the same attention. To capture the effectiveness of organic search however, it's crucial that you look at all of the statistics related to your search campaign and analyze your traffic, where it originates from, its bounce rates and so on. By understanding the path that organic search traffic takes to your site, you gain a better understanding of how you can better attract more of it.
Failing to Optimize Printed Marketing Assets Before Converting them to the Web - Before starting a campaign that's heavy on white papers, case studies and technology briefs formated as PDFs, make sure you optimize those materials for search. While the casual web surfer might not click on a PDF link, a tech-savvy B2B buyer may be specifically searching for these types of materials, and will be more likely to click on them if they come up towards the top of their search.
Duplicate Title Tags and Meta Descriptions - If you haven't optimized your site content for search, chances are excellent that you have duplicate title tags and meta descriptions associated with your site. Because of this, your search rankings will be lower, and users won't necessarily be able to find your valuable content.
While these 6 common mistakes represent just the tip of the organic search iceberg, they present a good place to start when evaluating your organic search strategy. If you're interested in learning more about optimizing your site (and/or content) for search, you may want to visit Search Engine Guide, Search Engine Journal, SearchEngineWatch, or any of these other sites compiled by SearchRank.