Sunday, 3 April 2016

Can Small B2Bs Get Good Organic Position?

I occasionally run into B2B product manufacturers that are intrigued by the probability of using organic and natural search to generate sales leads, but don't pursue it because they are convinced that they don't have the resources to compete effectively for page one results. I call this the "if only" syndrome.

Let me explain. The majority of everyone who's ever climbed mountains above the woods line in the summer time or played around on a rock wall at an outdoor equipment store has received at least a moving thought about how cool it would be to do winter rising. Very few actually do it though. The thought process quickly shifts to, "if only I were more fit, if only That i knew of someone who could teach me technical climbing skills, only when I were a bit crazier, etc. inch

While organic search is no winter climb, it can be intimidating until you create a grasp of the basics. Most believe that it is a lot harder and more expensive than it actually is, and that it means contending with mega companies for the coveted page one positions. If only...

Well as it turns out competition is generally not as tough as you might think. Properly segmented, most B2B product markets have between 10 and fifteen competitors, and usually fewer than 1 / 2 of them do a good job optimizing their sites. Page one position is attainable surprisingly often. Typically the key is in how you define your marketplaces and the keywords that you optimize for, to go after them.

Consider for example a small maker of precision ground things. They could define their business in general conditions like gears and compete for search position with actually hundreds of manufacturers, many quite large, most (interestingly) manufacturing other types of gears.

Or they could use more specific using terms like machined gears, or even better, precision ground gears and finish up competing with 4 or 5 manufacturers. Not only would getting good results webpage position be comparatively easy with a lot more specific keywords, but the traffic to their website would be better centered and a whole lot more productive.

You can test this with your own products pretty easily. Get more information about organic position then you can always consider posicionamiento en buscadores.Develop a set of keywords starting with general words and getting increasingly more specific as you break your market into better segments. Plug each word into Google and check the results pages to get a sense of who your opponents would be, and how difficult it might be to get a decent position. You'll be surprised at how quickly the competition for position drops off when you select you keywords this way, aligning them with the market segments that you are actually competing in.

No comments:

Post a Comment