Be clear about the objectives of B2B search engine optimisation

B2B marketing is rarely about generating instant web based sales. The sales cycle is usually longer and more involvedand there are are normally multiple decision makers and influencers.

In most circumstances there are numerous telephone conversations, meetings and even demonstrations before the final sale. So SEO has a different role to play in B2B marketing: it helps get companies on the short list.

If you think about it ther eis a point in the decision making process usually very early on in the proceedings that a business searches online for a possible solution to a problem or to start the selection process for a new supplier. If your web site is optimised and well placed, coming high in the rankings of Google, Yahoo or Bing then they'll find you.

If what they see is relevant and valuable you'll dramatically increase the chance of being remembered and added to the short list.

OK, so some leads come through recommendations form peers and colleagues - but you can bet the first thing they do is find you on the web and have a look. So another objective for SEO and the web site is to support the companies reputation.

When you are found using search engines your web site needs to represent your company positively.

Anyone who wants to find out about your company - from suppliers and partners to job candidates or journalists who are writing about you - is likely to do their initial research using search engines.