Benefits of Search Engine optimisation to B2B companies
Why should you adopt a search marketing strategy when your company is operating in a B2B market?
Firstly, being on page 1 or even #1 position on Google or on any other search engine underlines your industry leadership. This applies to all businesses, even if your business supplies very specific niche products, services, software or applications.
Research into B2B search engine marketing is still limited. However a recent study showed that nearly 75% of people searching for B2B products and services clicked on an organic search result first, leaving top-sponsored links in second with 12% and side sponsored links in third with 7% of clicks. The research mirrors findings in the B2C sector, where nine out of ten people click on organic search result.
It is evident that your business is loosing out if not found through natural search. In addition to the obvious benefits of generating more enquiries and leads there are number of other reasons why you should rank well for natural search:
Increase Search Engine Visibility
Anybody searching for specific products and services online clearly shows intent. They are looking for product / service specific information and key vendors. Make sure you are visible during the purchase cycle, especially when the search for your products and services happens.
Build Brand & Recognition
Strong organic search results (high rankings) for your product and service specific search terms will result in your brand being associated with these search terms over time. You have to view natural search engine marketing as an investment in long-term brand building. Brand awareness and brand recall strength will increase, as your ranking remains high over time.
Enhance Credibility and Legitimacy
Search Engine, in particular Google are increasingly viewed as authorities, when it come to referring trust-worthy companies. High search engine rankings will underline your company’s credibility and legitimacy.
Eliminate risk
Risk plays a huge role in the B2B purchase decision process. Accordingly, potential B2B buyers look for industry leaders with proven track records, strong reputations, and focused expertise. These factors can often outweigh the best features and benefits. Keep in mind those who influence large purchases aren’t just making a decision that can affect the company, they’re making a decision that can affect their career. A strong online presence and high rankings in search engines for relevant search terms will underline your industry leadership.
Build Asset Value
Search Engine Optimisation is not only an investment in the value of your domain name or your website but also in your business as a whole. You should view your investment in sustainable high rankings in line with investing in staff, quality location and other technology.
Transmit Competitive Edge
Outranking your competitors will also send a simple, but powerful message to your potential customers: If you have better search engine ranking than you competitors, you must be better in what you do too.
Finally:
Don’t forget if you don’t take actions, your competitors surely will. Next time you search for your products and services you might find them in top position.