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4 questions that will show whether your B2B SEO is doomed to fail

Trying to get a site to move one or two positions up in the search results for a specific term can be a daunting task.

Recently, a B2B SEO client wrote us with this concern: “I just saw that we’re now at No. 2 on Google for [a specific keyword] instead of our usual No. 1 position. Who’s beating us?”

The answer, very simply, is: “There might not be anybody beating you.”

A recent change of one or two positions likely doesn’t signify any serious flaw in a comprehensive B2B SEO program. Fluctuations – big or small – frequently aren’t a sign of imminent doom. They’re the result of any number of experiments the search engines run on a regular basis. Movements up or down one morning could easily be reversed the next day or even that afternoon.

It’s easiest to assess changes in search engine rankings if you have a historical record to compare the changes against. A good analytics package (like those offered for free by Google and Bing) and a good B2B SEO company to help analyze the data are the strongest foundation for creating that record.

A review of a website’s performance over the past 12 to 18 months – along with a quick bit of keyword research – can help ascertain important details like:

Does anyone actually search for that keyword anymore? If not, the term probably isn’t worth including in your B2B SEO program, and it’s probably time for an in-depth keyword research project to ensure that your website focuses on the terms that your target audience actually uses in searches.

Does this change represent an actual long-term trend? Or do the statistics show the site’s rankings on a specific keyword naturally fluctuate back and forth within a standard range (Positions 1 to 3, as an example)?

Does this change have a measurable, material effect? If the site consistently ranked at No. 1 for the specific keyword 18 months ago and now consistently ranks at No. 3, there still may not be a major cause for alarm. The next key measurement to review is the number of click-throughs (search engine users who click on a search result to visit your website). If the click-throughs are consistent, then there may be better ways to spend your B2B SEO investment that will actually increase the qualified traffic to your website.

If there’s no indication that the change is either a long-term erosion or a routine fluctuation, you’ll want to monitor your website’s performance carefully over the next several months to see if this change is just a blip on the radar screen or an issue that needs to be addressed.

If, for whatever reason, you decide you do want to try to boost your rankings for a specific keyword, there’s one last question to be answered:

Does your company have the resources to make this happen? Trying to get a site to move one or two positions up in the search results for a specific term can be a daunting task that requires a high level of expertise as well as a significant investment in research, content development and content marketing.

Many of our clients don’t have to worry about the answer to that question, because they’ve contracted with Pilot Fish for a continuing on- and off-page optimization program. They rely on our regular analysis of their website performance, our experience in identifying opportunities for increased performance and our expertise in effectively optimizing corporate websites to ensure optimal lead generation and a strong return on their internet marketing investment.

If you’re looking for a B2B SEO partner your company can rely on, give us a call today - 877-799-9994.

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