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Avoid These 12 Mistakes to Ensure B2B SEO Success for Your Company

All too often, web site owners are their own worst enemies when it comes to SEO

Last week’s blog post related an incident when a client pointed out a minor fluctuation in its rankings for a specific search term and asked “Who’s beating us?”

In that instance, the answer was “Nobody’s beating you.”

But … honestly … sometimes the answer is “You’re beating you.”

All too often, web site owners are their own worst enemies when it comes to SEO and lead generation.  A site owner’s inaction and poor decisions can hurt search rankings much more than any competitor’s aggressive SEO plan.

Here are the top mistakes to avoid so you can become your company’s SEO hero – not its downfall.

Discounting the importance of a corporate web site or Internet marketing in general. Gone, gone, gone are the days when a good print ad and a hearty handshake would gain your company new customers. As documented in previous blog posts, today’s industrial buyers rely on vendors’ web sites to provide the information they need to make critical purchase decisions.

Relying on a friend or relative who has a hobby web site.  Professional web sites need a professional approach. No matter how charming your friend is or how much you love your relative, don’t rely on an amateur to create or optimize your corporate web site – there’s too much money at stake not to hire a design and SEO expert.

Hiring an Internet marketing firm without proper vetting. Scammers exist in every industry; make sure to check references and work examples to find a partner that will help you get the best performance possible from your web site.

Starting a new site without defining your final goal. What’s the end game? Increasing qualified leads? Boosting brand awareness? Establishing your company as an industry expert? All of the above? Identifying your goals at the beginning of the process will increase your chances of achieving them.

Skipping keyword research. Gone, gone, gone are the days when search engine rankings revolved solely around keywords. Good SEO is much more complicated now, but you still need keyword research to identify the terms and phrases your target audience uses.

Creating a web site without SEO built in from the get-go. The web sites that perform the best are the ones that are designed and built based on SEO best practices. Going back afterwards and optimizing a site does provide results but not always at the same level as when SEO is baked in from the start.

Launching a web site and never touching it again. Web sites are like cars – you need to maintain them to ensure optimal performance.

Foregoing off-page optimization. Launching and maintaining an optimized web site are the first steps in achieving good rankings, but not the only steps. You need to promote your site on social media and build back links from other credible web sites to take full advantage of the effort and money you’ve invested in internet marketing.

Failing to track your site’s performance. Tracking traffic, back links, rankings and lead generation is the only way to know what’s working – and what’s not. 

Tracking the wrong performance indicators. This ties back to defining expectations for your site. If your goal is to increase qualified leads, just checking search engine rankings isn’t going to tell you what you need to know. Figure out what data you need and make sure you get it.

Failing to wring every efficiency from corporate events and literature. Every new sell sheet, every product launch, trade show, milestone – every single event is an opportunity to add content to your site, promote your site, improve search rankings and increase qualified leads. Keep your eye out and take advantage of every good thing that your company does.

Ignoring your SEO firm’s advice. Of course, you have to follow your gut – if your SEO suggests stripping down to your skivvies and streaking through your industry’s major expo to generate a viral video, well, yeah, you should pass on that suggestion every time.

But make sure to keep an open mind and don’t reject a new idea out of hand. If you’re uncertain about a recommendation, ask for the reason behind the suggestion, find out what the goal is, request data on why it’s a good move.

And don’t be afraid to take a chance – if the risk is relatively low, give the go-ahead. You’ll likely be pleasantly surprised by the results.

If you’re ready to hire a professional B2B SEO firm whose advice can’t be ignored, you’re ready to work with Pilot Fish. Give us a call now – 877.799.9994 – to learn what we can do for you.

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