Good Ranking. Lousy Click-Through. Poor Perceptions.
So many search engine optimization efforts (and SEO practitioners for that matter) seem to be focused solely on ranking. Companies and practitioners alike seem to be happy with good ranking in the search results. But that’s just the beginning. Searchers don’t click every search result. They choose which ones offer the most promise—and only a portion of those links clicked on will ultimately be considered as a potential source for a B2B purchase.
Good B2B search engine optimization has vital components beyond ranking. First, getting the searcher to click on your search result. And second, making sure you deliver on the expectations of the searcher after they click through to your site.
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