Search engine optimization is the process to help your B2B company get found when customers and prospects are searching for terms related to your business. Without getting into the mechanics of SEO (lots of SEO resources here), this process generally starts with keywords. Use the Google Keyword Tool to get started, as well as creating a list based on industry knowledge, along with input from others in your organization. Once these keywords are in place, and you begin using them in website copy, blog posts and social media profiles, look beyond those areas to other non-traditional uses of your keywords.
The description of your company should be standard, whether online or off. If it contains appropriate keywords, make sure all employees know what that description is, and use it to describe the company. When employees meet people in person, speak at events and even give short video interviews, by using the same description, it will start to get associated with your company. Customers and prospects will start to search for those specific terms and find your company.
Employee Job Titles
In many organizations, job titles are as much for the external world to describe what you do as they are to establish the internal hierarchy. What if that external facing title was more about what your company does that what you do? If this doesn’t make sense to you, check out Hubspot on LinkedIn, where 132 out of 215 employees have inbound marketing in their titles. Hubspot is an inbound marketing company and they have used this subtle approach to influence the search results of this term. People begin to think of Hubspot as an inbound marketing company when interacting with their employees and search using these terms.
While is may seem like an odd approach to search engine optimization to make sure you are using keywords in a piece that will be printed and put on someone’s shelf, but this is the best example for why keywords need to be integrated across the whole B2B company, not just marketing and sales, but customer support, human resources and even finance. The online reason is that all documents should have digital versions online, whether reformatted as web pages or posted as PDFs. Either way, these are searchable. The other reason, as in the above examples, is that the more customers and prospects read information about your company, they will start to think of it in those terms. This influences their search behavior when looking for new products or services. If you have optimized your sites and social outposts for these same terms, you will be at the top of their results.
What other ways have you used your SEO keywords outside of your B2B website and social profiles?