Leveraging Existing Content for B2B SEO

Although creating web content is cheaper than print communications, creating a large amount of new, original, persuasive web content is still time-consuming and expensive, especially with the complex nature of technical writing that is often required in B2B marketing. Effective search engine optimization requires a unique landing page for each desired search term. You may be able to get two or three closely related search terms to point to the same landing page, but, typically, if the search terms aren’t very closely related, they should have different landing pages. Add to this the fact that often there is no universally agreed-upon lexicon for most B2B products and services (i.e., people call things by different names) and the number of landing pages your site requires grows significantly—one of the key issues that makes B2B search engine optimization especially complex.

B2B companies seeking for the first time to optimize their sites for search engines are faced with the daunting task of creating a significant amount of new content to serve as landing pages for key search terms.

On the Francis SEO site, we recently added to the series of white papers on B2B search engine optimization strategies. The next white paper in the series, How to Quickly Create B2B Content Optimized for Search Engines, focuses on how to efficiently leverage what you may already have to build high-ranking optimized landing pages for organic search.

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