There’s a great article over on WebProNews about B2B and SEO.  I highly recommend reading the whole thing.  But the piece that I wanted to talk about was about identifying your goals.  It amazes me (it really shouldn’t by now) how easy it is for Marketers (myself included) to get caught up in tactics.  The same is true when conducting an SEO campaign.  The important things to ask are: Who do you want to come to your site?   What do you want them to do when they get there.  Why do you want those visitors and Why do you want them to do that?

Driving Conversion in B2B SEO | WebProNews
Understanding the Goals of B2B Search

The goal of most B2B searchers is research. Who are the best potential suppliers? What experience do they have? What are the key issues I should be concerned with in choosing a supplier? How do I know I’m making the right choice?

Your goal, on the other hand, is to identify who the site visitors are and to develop a relationship with them—one that lets them get to know you, builds credibility and confidence in your company, and ultimately positions you as their preferred provider. But how do you do this in the anonymous environment of the web?

 At our last meeting we talked about the importance of the right kind of SEO and the right kind of content and the right kind of visitors and how that fits into your overall Marketing plan.  Here’s a great article that backs that up.

SEOmoz | Changes in SEO Have Me Thinking Madison Ave.
In 2007, I am now concerned with our users more than ever. I am compelled to blog incessantly and reach out to other blogs/sites within the “conversation.” I submit more to PRWeb, MarketWire, and all their buddies in a month now than I used to in a year. The St. Louis gardening link means nothing to me – I only want to create an article that is baity enough to grab the attention (links) of 40 related websites, or snag one of my sites a mention in the New York Times.

Today, you have to have a selling point, a brand name, and a value that goes beyond a website that can show up highly in the SERPs. Without that, the long term prospects for your web property are zilch. I say SEO is more like traditional marketing every day because it’s not a game with the search engines as much as it is a game with your competitors and the buzz floating about your industry. Your sole “value” can’t be in your search rankings, but rather in your position with relation to others in your industry as far as the services you provide.