Digital Marketing

Search Engine Optimization

B2B Overview

Search Engine Users

Search Engines are used

by 82.6% of the 2 Billion+

people who use the

internet.

Search Is Human Behavior

Source: Think With Google

Business To Business Search

71% of B2B researchers start their research with a generic

search

Research shows that those involved in the B2B buying process

are already 57% of the way down the path to a decision before

they'll actually perform an action on your site. As B2B brands

seek new customers, it becomes increasingly important to

understand what's happening during this time.

One thing we know is that they're using search. In fact, it's their

#1 resource for research; 90% of B2B researchers who are

online use search specifically to research business purchases.

While that number has remained consistent since the 2012

study, we do see that the way they're searching has changed.

The same percentage of people may be using search, but

they're spending more time with it. On average, B2B

researchers do 12 searches prior to engaging on a specific

brand's site.

Source: Think With Google

Importance of Mobile

MYTH: Not many B2B researchers use mobile

REALITY: Mobile usage is intensifying; B2B researchers are using it

throughout their entire path

According to the study, 42% of researchers use a mobile device during the

B2B purchasing process. Of those, there has been an impressive 91%

growth in use over the past two years throughout the entire path (instead of

just at the initial stages of research). While there's been only a 6% increase

in usage since 2012, it's important to note that the activity of those who do

use a smartphone has intensified. As a result, we're seeing a 3X growth in

mobile queries.

B2B researchers are not just using mobile when they are out and about, but

rather wherever they are. In fact, 49% of B2B researchers who use their

mobile devices for product research do so while at work. They're comparing

prices, reading about products, comparing feature sets, and contacting

retailers. They're purchasing, too; purchase rates on mobile are up 22% in

the past two years. Considering the amount of time they're spending on

their smartphones, it's important that you provide them with rich mobile

experiences.

Source: Think With Google

Purpose = Purchase

Purpose = Purchase. More than ever, brand

purpose is critical to break through the

clutter and drive purchases.

Power of Influence > Power of Time.

Counterintuitive as it may be, our research

shows very little correlation between media

usage and media influence. We need to

focus on influence over usage.

Experience > Exposure. Brands that provide

consumers with deep experiences of their

product—and manage to generate an

emotional experience of ownership—win at

the point of purchase.

Source: Think With Google

The Real Value of Organic Search

Traffic. Traffic. Traffic.

★ While being the number one

result on a Google search

results page is obviously

important, these numbers show

just how big of an advantage

websites of this type have over

any competitors listed below

them.

★ Page 1 results garnered 92

percent of all traffic from the

average search, with traffic

dropping off by 95 percent for

Page 2.

Paid Search Has Limited Reach

Top Rankings & Clicks

★ Organic vs. Paid Search Results: Organic

Wins 94% of Time

★ How Top vs. Side Position Impacts CPC,

Traffic Volume

★ Top Google Result Gets 36.4% of Clicks

[Study]

★ Bing Top Position Gets 9.66% CTR,

Lower Total Page 1 CTR than Google

[Study]

Heat Map shows most clicks in red.

What Factors Determine Rank?

Search & Content Marketing

Search driven content marketing

allows you to maximize

discoverability within search

engines, social media and other

channels.

Marketing Channels

Content Is Not King!

CONTENT IN THE RIGHT CONTEXT IS KING. SEARCH DATA NEEDS TO BE USED

TO CREATE AND DISTRIBUTE CONTENT IN THE CONTEXT OF THE CONSUMER

JOURNEY.

Long Tail Keyword Opportunities

Western Union’s optimized content is being used by Google to power “how to” searches and own

the top 4 positions on Google.

What’s Next?

Search is important through out the conversion funnel, but getting users to your site is only half

the battle. Website design must encourage conversion. Lead nurturing can be used to capture

and engage prospects at different stages in their purchasing decision.