For Local/B2B, Organic May Be Better Than PPC

SEO can set local businesses apart

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It can be especially difficult for business-to-business companies and brick-and-mortar stores to stand out in search results, especially if their relying on local results or paid listings. The answer to that, of course, is good (old fashioned?) SEO.

Galen De Young, managing director of Francis SEO, says research suggests b2b customers overwhelmingly ignore PPC ads in favor of organic listings. That and local search often fails to present businesses that serve a larger area than just their home base, or also nearby cities.

The second issue, where lists of service areas are often incomplete or inadequately promoted, is not properly addressed by alternative geocentric search concepts based on mapping. Listings still appear for the home office area only, even though business is done outside of it.

De Young gives a nice tutorial about ways to optimize your local business’ website for better visibility in organic search results. Some of the advice will seem standard to professional SEOers, like making sure there is a landing page for every market or location served, and that each page has unique content rather than template-generated pages with location information substituted in.

There are also some finer points made, like making sure URLs are not just static, but each URL, URL title tag, and meta description are geo-specific. Anchor text for links should also reflect that, and information shouldn’t be hidden from search bots via drop-down menus.  

For Local/B2B, Organic May Be Better Than PPC
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  • http://www.lompro.com Fred Waters

    SEO can be very profitable for local businesses.  Unfortunately the concept is totally foreign to local companies.  In addition, few local web designers know how to mix SEO with a customer conversion web site.

    Both parties need to be educated in methods and strategies of local online marketing. 

    Furthermore, SEO is useless unless local businesses have a viable web site that converts prospects to customers.  Check out local web sites, and most are usually appalling. 

    The web marketing industry needs to educate local businesses, and help them overcome the confusion and frustration they current confront.

    Once they learn the many facets of local Internet marketing and how it can benefit their business, you’ll find this market skyrocket.

    Fred Waters
    Local Online Marketing Association

  • http://www.komarketingassociates.com Andy Komack

    Regarding "research suggests b2b customers overwhelmingly ignore PPC ads in favor of organic listings"…

    While I am a big believer in organic SEO for B2B companies, our own data from clients’ PPC campaigns does show that there are plenty of people who respond to B2B paid ads.  Not only do our clients see plenty of search traffic from PPC, they also generate well-qualified leads from PPC.

    I think that a comprehensive approach to search marketing (SEO & PPC) serves B2B companies well.  There is a place for both.

  • http://www.proactiveseo.com.au/ Patrick Shi

    "Galen De Young, managing director of Francis SEO, says research suggests b2b customers overwhelmingly ignore PPC ads in favor of organic listings."

    I would like to know how the research was conducted, where and when. What’s the sampel size?

    Many articles or experts always quote "research", however, I sometimes doubt about the validity of the research they quote.


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