B2Bs Face Unique Keyphrase Research Challenges in order to attract targeted traffic

The major difference between B2C and B2B internet marketing is keyword research. A common problem for B2Bers new to internet marketing is optimizing for keyphrases that attract untargeted consumers while missing out on business traffic.

Going beyond legacy keyphrases

There may be some keywords that are so consumer centric that they can be "weeded out" however, on many occasions both business buyers and consumers will be searching the same terms (legacy keyphrases). Business buyers will also use technical terms unknown or rarely used by the consumer, for example a consumer and business buyer may both search for "wood glue" but only business or technical buyers will search for "Cyanoacrylate" or "polyvinyl acetate".

How can B2B companies adopt a successful keyphrase plan?

Design Insite recommend three complimentary keyphrase strategies for B2B sites that cover generic terms, buzz words and the long tail:

  1. Legacy Keyphrases
  2. Technical, buzz and branded terms
  3. Long tail

Legacy keyphrases

Legacy keyphrases are generic keyphrases that describe a product or service (for instance, "laptop computers" and "Leather Luggage".) Optimizing for legacy keywords casts a wide search traffic net and attracts the greatest number of qualified visitors, but the legacy of these keyphrases is they also attract untargeted consumer traffic.

Technical, buzz and branded terms

Technical terms, as the name suggests are terms likely to be used by technical buyers or engineers such as "polyvinyl acetate" instead of "wood glue" or "carpenters glue".

Buzz terms cover keyphrases only 'in-the-know' people understand such as "born digital", a publishing term which describes documents that are created on a computer and distributed electronically.

Branded terms cover specific products or services unique to a business such as "Solarex Solar Panels" which is a range of solar panels manufactured by BP.

The Long Tail

Its easy to assume that the keyphrases that drive the most traffic to your site are responsible for the most sales, and they might well be. But by concentrating on a small set of keyphrases that deliver high levels of trafficy ou may be missing keyphrases that deliver much less traffic but convert much better.

If you are not already tracking online sales by keyphrase then its time to start. Keyphrases can be discovered and tracked by analyzing your server logs, there are good stats programs available that will do this for you, Google Analytics, for example, is free. You may find that the long tail of search is already working for you and get some clues as to how to make it work even better.

Design Insite offer B2B Internet Marketing for companies that value the role the internet can play in promoting their products, services, or brand to a national or international market.

Take the first step towards generating more sales and maximizing profit by requesting a free Internet Marketing quote or talk us directly on +34 69 347 5142