9 SEO Best Practices For Technical B2B Marketers

Search Engine Optimization (SEO) is heralded by many as the silver bullet that can push your websites (flagship or micro) to new heights in search engine results. While it may not be a silver bullet, it certainly needs attention. SEO offers no guarantees of number one rankings in your keyword search results, but it can help attract to your sites motivated prospects who are looking for your products and services. Here are nine key tactics that can help maximize your SEO efforts.

1. Identify the keywords most relevant to your company/products—the words and phrases prospects use in their search for you. Keep your list to around 300 characters within the keyword section of your HTML code.
2. Integrate keywords into web page copy. Focus each page on only one or two keywords. Use them in headlines, the first paragraph and as they naturally flow in copy.
3. Create unique title tags for each page. Include keywords and use no more than 60 characters to describe the content of each page. Embed these metatag titles in your HTML code.
4. Entice visitors with metatag descriptions. Used by many search engines as the site text on search results pages, use this limited real-estate (<145>
5. Eliminate navigation barriers by providing clear pathways to all pages. This helps users find information easily and search engine spiders index your site faster.
6. Create an XML sitemap...and keep it updated. They are becoming the standard for crawl submissions, helping users navigate easily and guiding spiders through your site.
7. Add internal page links using keywords. Even with a clear navigation system, adding internal page links in text using your keywords helps spiders through your site while offering navigation options to users.
8. Seek incoming links to your site. Quality is better than quantity here. Get incoming links by submitting articles and press releases to industry trade media; ask industry partners, distributors and trade associations to link to your site; get active in social media, comment on industry blogs.
9. Keep content relevant, updated. Content is king on websites too. Search engines and other websites are looking for quality, relevant, updated content to index and link to. Write and publish articles and white papers, post press releases or start a blog. Keep visitors coming back for the latest new thing.

Footnote:
Resources: The Marketing Maven, “SEO Tips for Industrial Marketers,” 6/18/09; BtoB Magazine, “Key tactics to maximize your SEO efforts,” 2/9/09