B2B Internet Marketing Strategy: Keywords

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B2B Internet Marketing Strategy: Keywords

by
Harry Bartlett

It is the goal of any business website to rise to the top in search engine results when potential clients and leads are seeking their services. This is accomplished by optimizing the content of the website to appeal to these prospects through specialized search engine positioning. Using a B2B client example, the leadership development experts Insight Experience, we can see how search engine optimization works.

Keywords
Keyword research starts with learning what potential customers and leads are searching for. We work with our clients to create a list of keywords that are relevant to the website’s content while producing the results that searchers would be happy to find. Learn more about how to choose keywords in our previous blog post.

In this example, the keyword for Insight Experience is “front line leadership."
It is important to use keywords in the following places:

  1. Title: If possible the main header of the page would ideally be interesting enough to pull in visitors and balanced with a keyword. 
    In this case, the keyword did not make sense as the title of the page. However, the keyword was still used in other pertinent areas.
     
  2. Body content: Search engines reward content that is solid, relevant and helpful. Use the keyword phrase somewhere in the content of the page (where it makes sense). Keyword over-stuffing will penalize your website, so make sure only to use keywords where it seems appropriate.
    example of solid body content for keyword optimization
  3. Title Tags: Title tags define the title of document. They are picked up by search engines and displayed in search engine results pages. External websites, such as Facebook, will use the title tag of a web page as its link anchor text.

    Front Line Leadership title tag example

  4. Meta description: The meta description is used for more user-experience than keyword optimization. Meta descriptions describe the page in 150 characters or less and show in search results page.

Example of a Meta Description for Front Line

  1. Link text: Anchor text is text on a page that is hyperlinked to another page. Link relevancy is determined by both the content of the source page and the content of the anchor text. If many links point to a page with the right keywords in their anchor text, that page has a very good chance of ranking well.

  1. Alt text: Alt text serves to provide a description of the image to those who may be visually impaired. It also is displayed in place of the image in broken. Alt text provides a semantic meaning and description to images that is read by search engines.
    The alt text for the icon on the page is “people-icon-representing-developing-front-line-leaders.”

    There are many other ways to optimize a page using keywords, these are just a few examples.
    Are you interested in learning more about B2B internet marketing strategy? Let Bartlett Interactive help -- contact us today!

About the author

Harry started Bartlett Interactive in 1998 and focuses on integrating best practices in branding, user experience design, Internet marketing and technology to increase the value of an online presence.
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