It doesn’t matter if your business is B2B, B2C, a large national corporation or a local business — you need to make your website work for you and bring leads. And one major way to do that is to ensure that you’re getting the most benefit from your SEO campaign.
But what SEO tactics are going to work hardest? Where should you focus your efforts if you can’t do it all at once?
A June 2013 survey conducted by Ascend2 revealed that business owners who felt their SEO campaign performance was “very successful” were more likely to focus on upping their conversion rate and content development — while those who rated their SEO efforts “not successful” tended to focus more on simply increasing web traffic. The “unsuccessful” respondents tried to get more visitors to their websites, but didn’t adequately plan for a conversion strategy or call to action once the users got there.
Most effective SEO tactics vs. most difficult SEO tactics
Both the B2B and the B2C companies surveyed agreed that the most effective SEO tactic is updating website content – but it was not the most difficult SEO tactic to use. (That would be “external link building” which does take time and finesse to do it right.)
Besides updating web content, the next most effective SEO tools for B2C companies were keyword management, creating original content, optimizing meta tags and creating landing pages. For B2C companies, the top 5 SEO tactics were updating content, creating original content, keyword management, creating landing pages and optimizing meta tags – the same tactic in a slightly different order.
Effective SEO doesn’t have to be difficult
Social media integration, external link building and blogging also got good marks for effectiveness, but one take-home message from this survey is that on-site SEO is still of critical importance for both B2B and B2C websites.
Another take-home message is that the most effective SEO tactics aren’t the ones most businesses consider to be difficult. They just need to become a priority, a set of SEO techniques that you work with regularly.
Creating useful original content and updating your website regularly is key. And effective keyword management fits right in with the content creation strategy, because keeping up with the keywords your users are searching for can provide you with a useful guide to which topics you should use for your original content, which questions need to be answered (perhaps on a FAQ page), and what kind of new landing pages to create.
Conversions don’t just happen. The results of this survey show that the more thought and strategy you put into your SEO campaign (not necessarily the most effort), the more meaningful your website will be for visitors – and your conversion rate will grow, not just your traffic rate. So work smarter on your SEO campaign, not harder!