B2C SEO Tactics for B2B e-Commerce Stores

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Transcript of B2C SEO Tactics for B2B e-Commerce Stores

  • B2B e-Commerce SEO Solutions

    Name Title Dunn Solutions07/20/2016Dirk Lester SEO Consultant Dunn Solutions

    http://www.dunnsolutions.com/content/companyhttp://www.dunnsolutions.com/content/company

  • Todays Agenda

  • Dunn Solutions is a full-service IT consulting firmfounded in 1988

    Raleigh, NCDelivery Training

    Bangalore, IndiaDelivery

    MinneapolisDelivery Training

    ChicagoDelivery

  • Practice Areas

    Application

    Development Portals

    eCommerce &

    Content Managed

    Websites

    Mobile App

    Development

    Custom App

    Development

    Search Engine

    Optimization

    Training

    Certified

    SAP/Liferay

    Classroom, On-

    site, Computer

    Based & Virtual

    Mentoring &

    Custom Training

    Frameworks

    Accountable Care

    Orgs (ACOs)

    Corporate Legal

    Higher Education

    Optical Shop

    Solutions

    Analytics

    Analytics & BI

    Platforms

    Data Warehouse

    & Data

    Integration

    Predictive

    Analytics

  • Application Development Practice

    Innovation

    Collaboration

    Customer

    Responsive Design

    Enterprise

    eCommerce

    Solutions

    Custom Software

    Custom Off-the-Shelf

    Assurity

    Methodology

    Business

    Consumer

    iOS, Android,

    Windows

    Portals

    Custom Application

    Development

    e-Commerce & Content

    Managed Websites

    Mobile Application

    Development

  • Analytics Practice

    Business Intelligence

    Big Data

    Data IntegrationBusiness Analytics

    Data Warehousing

    KPIs and Metrics

    Dashboards

    Data Exploration and

    Visualization

    Ad Hoc Analysis &

    Reporting

    Data Mining

    Predictive Analytics

    Prescriptive Analytics

    R, AzureML

    Hadoop, MapReduce

    AWS and Azure

    Hive, Sqoop, Spark

    NoSQL

    Data Lake

    Columnar

    In-memory

    EIM (Data Integration

    and Data Quality

    Dimensional Modeling

  • Search Engine Optimization Services

    Initial Services

    Competitor Research

    Search Domain Audit

    Keyword Targeting

    SERP Landscape

    Analysis

    Keyword Target

    Recommendations

    On-Going Services

    Site Architecture Optimization

    Technical On-page/Off-page

    Optimization

    Digital Content Optimization

    Social Link Building

    Monthly Site Traffic, Rankings

    and SERPs Reporting

    Competitive

    Audit

    Strategic

    Diagnosis

    Tactical

    Optimization

    Tactical Adjustment

    Google Algorithm

    Shakeup

    Tactical Adjustment

    Strategic Results

    Review

    http://www.dunnsolutions.com/content/search-engine-optimization-solutionshttp://www.dunnsolutions.com/content/search-engine-optimization-solutions

  • PartnershipsPartnerships

    http://www.google.com/url?sa=i&rct=j&q=konakart&source=images&cd=&cad=rja&docid=phlkZg3W0AoeoM&tbnid=k9EbxwG-WufSTM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/KonaKart&ei=nAuLUY6CDIuAygGk9IBg&bvm=bv.46226182,d.aWc&psig=AFQjCNHEgrXN-5pvQXH3ncf4CK_g4uxLnw&ust=1368153358786812http://www.google.com/url?sa=i&rct=j&q=konakart&source=images&cd=&cad=rja&docid=phlkZg3W0AoeoM&tbnid=k9EbxwG-WufSTM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/KonaKart&ei=nAuLUY6CDIuAygGk9IBg&bvm=bv.46226182,d.aWc&psig=AFQjCNHEgrXN-5pvQXH3ncf4CK_g4uxLnw&ust=1368153358786812

  • Selected Clients

  • Todays Agenda

  • The Challenge of B2B e-Commerce SEO

    Here are the two things B2B e-commerce companies need to understand. First, Organic Search dominates

    the B2B products and services buying cycle even more than it dominates B2C consumer journeys 82% of

    B2B purchases begin with Search and 87% of B2B buyers say online content has a major impact on their

    vendor preference. Even so, 30% of B2B vendors dont engage in Organic Marketing and that disparity is an

    opportunity. Second, its impossible to just Improve Your Organic Search Rankings because there isnt just

    one Organic Search Rankings Algorithm. There are several discrete Algorithms that work together to

    produce Results Pages. Higher rankings can be achieved simply by attacking your issues head on, you have to

    mimic the wayGoogle ranks and deploy seemingly discrete tactics that work together to achieve your goals.

  • You Should be Applying B2C SEO Tactics to B2B

    B2C SEO Tactics Emphasize

    Search Results Crowding

    3rd Party Offers of Proof

    "Products" over "Brands"

    Conversion Path Optimization

    Leveraging Tactical Multipliers

    B2M Marketing tends to ignore all of the above

  • Using DAO, SMO and Structured Markup

    Fortunately there are a trio of SEO tactics ideally suited to

    addressing each of those concerns that also happen to be

    underused in the B2B market space and that therefore are

    especially representative of the opportunities I mentioned.

    Digital Asset Optimization

    Social Media Optimization

    Rich Snippet and Structured Data Markup

    Each tactic impacts one or more of the highlighted pieces

    of the search result on the right. DAO becomes that

    image result, SMO becomes the social media activity

    result, Structured Markup allows for that wiki pages result.

    You may not have heard those acronyms before but each

    can become an essential piece of your marketing strategy.

  • What is Digital Asset Optimization

    Lets start this explanation with the takeaway: Your site

    content the text on your landing pages. Until theres

    significant leap in Googles ability to understand, assess

    and thereby give your website credit for non-text digital

    content (images, videos, audio and documents in .PDF

    form), you wont get a rankings boost out of the work you

    put into creating the aforementioned content on your site.

    Unless, of course, youve taken advantage of Digital Asset

    Optimization to ensure that your contents enriched with

    embedded and surrounded by Search Friendly Metadata.

    Digital Asset Optimization means leveraging Googles ability

    to read and return search results based on the metadata

    contained in images, videos or documents as well as the

    full set of web development tools that allow us to feed

    friendly descriptions to search engines and social media

    channels.

  • PDF Optimization

    One of the Internets best kept secrets is that

    Google can read and rank a PDF in basically

    the same way the search engine can read and

    rank your website. It even returns embedded

    images and content snippets in search results.

    Google announced that the above was the

    case back in the early aughts, but content

    managers are still treating PDF documents as if

    they were adobe flash videos i.e. invisible to

    search engines and only for human consumption.

    Fortunately, they arent. We can embed SEO

    Titles, Descriptions, Keywords, Author Info and

    Backlinks to PDF docs so that they can both

    boost your websites rankings and be ranked

    independently.

  • Image Optimization

    Just as we can with documents, we can drop a lot of

    search friendly info into an images properties, but

    because that informations fragile because it wont

    follow an image wherever its uploaded it isnt quite as

    valuable as the metadata embedded in documents.

    Luckily embeddedmetadata isnt the only tool in our kit:

    Optimized Image Details

    SEO Friendly Alt Text Info

    Structured Data for ImageObjects

    Customized Image XML Sitemaps

    In addition to dropping search friendly Meta into your

    images, we can also attach images on your site to SEO

    friendly Alt Text Information, wrap them in structured

    data for ImageObjects to fully contextualize them and

    even feed Google thorough descriptions of all the

    images on your site in one go with a custom Image XML

    sitemap.

  • Video Optimization

    Optimized Video Details

    SEO Friendly Transcripts

    HTML 5 Video Players

    Structured Data for VideoObjects

    Customized Video XML Sitemaps

    Most of the tactics we use to optimize PDFs and Images

    we use for videos but the SEO opportunities videos

    provide are almost unique. We can drop metadata into

    the file itself, but since videos are embedded as often as

    hosted doing so isnt always an option. Even when

    dealing with embedded videos, we have an effective set

    of optimization options, we can attach a full transcript

    that site visitors will never see but that Google will rank

    based upon, either host or embed using a search friendly

    HTML5 container, enrich the ways theyll display in results

    by wrapping them in structured data for VideoObjects

    and actually feed Google more information than we can

    for any other content format using a Video XML Sitemap.

  • What Successful DAO Will Look Like

    The image on the right is the Google Results Page

    for a pretty basic B2B search: CRM for Midsized

    Business. The search results in yellow are articles.

    The unmarked results are from two firms you have

    probably heard of, Oracle and Salesforce and the

    results in red are digital assets created by firms you

    probably have