B2B SEO

Sometimes you just have to wonder, what were they thinking?

All of us who write articles and blog postings have had our work stolen by others who pass it off as their own. But the brilliance of this thief is stunning. So dumb, it’s funny. Nothing like leaving your business card at the scene.

A pingback came through on an article on this blog entitled, “B2B Search Marketing: Loose the Lingo, Remember the Buyer.” You can see the comment on the article by clicking here.

The pinkback was a verbatim excerpt from the article to which the comment related. Of course, there’s the link to the website of the person who commented on the article.

When I clicked on the link, I was taken to the person’s blog where my blog posting appeared verbatim, in its entirety, with just a few words added. Of course, there was no attribution or reference, and the link to my posting was buried in body copy with anchor text of “b2b marketers.” Below is a screen capture.

Of course I wondered whose blog this was, so I click on the “About”,

that told me it was a blog run by Dinkum Interactive, a Philadelphia search marketing company.

I really got a kick out of their tagline, “Genuine Search Engine Marketing”. I never new what “dinkum” meant (actually never heard of the word), but their website points out that it’s Australian, meaning genuine, real.

I think not.

B2B marketers use paid and organic search to get visitors to their sites. Once a visitor is on the site, the objective is to capture and evaluate lead information. This lead information is often generated through registrations for white papers, case studies, newsletters, free trials, research data, etc.

But what happens if there aren’t many registrations? You need to look at your web analytics to determine whether the cause is lack of traffic or lack of conversion. You may find that you have lots of visitors who are interested in downloading something from your site (they go to the download page), but few people complete the registration form. Perhaps you’re asking for too much information too soon. Perhaps the perceived value of the download information isn’t commensurate with visitors’ willingness to provide registration information. If this is the case, you need to ask for less information or increase the perceived value of the information being offered to the visitor.

But what if you’ve already done this? You may need to strip it down to the minimum. Perhaps only name and email address. However, here are a couple things to keep in mind.
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Reed Business Information recently launched Zibb, a B2B search engine. In addition its focus on B2B, Zibb aspires to be a top-notch search engine in a variety of more focused verticals. The site, currently available in beta form, presently lists 26 verticals within which users can search to narrow their search results. Folio Magazine has an article with additional information on Reed’s intent and approach to Zibb.