b2b search essentials

Paul Gillin, AuthorThe New Influencers

Secrets of Social Media MarketingSocial Marketing to the Business Customer

Number of searches Americans conduct each month: 15.4 billion

Number per second: 5,750 Avg. number of words in a Google search:

3.2 Percentage of Google searches that have

never been done before: 20 Percentage of B2B buyers who turn first to

a search engines to locate information: 79

TIME PERIOD RANKING CRITERIA

Pre-2000 •Web page content

2000-2010 •Web page content•Authority as measured by inbound links

Post-2010 •Web page content•Authority as measured by inbound links and social mentions•Who is searching

• Page Title

• URL

• H1,H2,H3 tags

• Page Text• Bold

Description

Keywords

Alt Images

What we see…

What Google sees

“There’s only one way to guarantee

good search results: Have great content.”

--Mike MoranCo-author: Search Engine

Marketing, Inc

Look for “long tail” searches with less competition but potentially more interested buyers

Inflow has keywords in both the domain and the page title

The word “inventory” appears four times on the home page and in every page title on the site.

The site description and meta tags reinforced that this site is about inventory management

Image “alt” tags repeat keyword

Magazine feature is a valuable inbound link

Social sharing enhances legitimacy

LINK LOVEInbound links are the

secret sauce of modern search engines, and the

rules change all the time.

Click here Or

Small business inventory management

Both can link to the same page, but the second link is more descriptive. If it links to you, it improves your ranking for that search term.

Metric InFlow Performance

Google indexed pages 827

Domain links 264

Alexa traffic rank Top .64%

Says nothing about the site

Garbled page title

Poor document title and description in PDF

Untagged audio file

The top 25 Google results for “personal computer” only include one PC maker?

Links from .org, .edu, .mil and .gov sites significantly improve your search performance?

The #1 search result for “click here” is Adobe Reader?

The more often you update your website, the more often Google visits it?

Link internally Link externally Use tags, categories Register with aggregators Ask for “link love” Promote outbound links File a site map Bookmark and tweet

Practice

Good

Promotion

Tags

Link

Feed

Podcasts

Digg/del.icio.us

Recent

Ranking Algorithm:f(n): Context+ Authority

2000-2010

Beyond 2010

Ranking Algorithm:f(n): Context+ Authority

+ Social / Personal

Success will depend on using multiple platforms and promoting through

multiple social channels

Browser/account history Location Social graph activity Social authority of pages Timeliness

As a result, two people searching for the same keywords at the same time will get

completely different results.

Inbound Links Comments On-site "Likes" MozRankSEO Authority 1-10 LinkedIn Group Members LinkedIn Company Followers Facebook "Likes" TwitterFollowers Google Buzz Followers YouTube Views SlideshareViews

40 million members

550 million members

100 million members

2 billion daily views

6 million daily visitors

60 million members

10 million members

1 million daily visitors

1.5 million daily visitors

Corporate website

Feed Aggregator

Partner website

Email Newsletter

Use Every Available Channel to Promote

Paul Gillin

508-656-0734

paul@gillin.com

Site: gillin.com

Blog: paulgillin.com

Twitter: pgillin