Search Engine Marketing
The Importance of Search
Engine Optimization/Search Engine Marketing for B2B Marketers – Part 1 of 2
Paul J. Bruemmer
Is Search Engine
Marketing cost effective enough to increase profits for B2B marketers? You
bet, and here’s why. It’s always been conventional wisdom that the fastest
and most efficient way to research products and pricing is on the Web. Now
Enquiro has documented survey research on the role of search engines in B2B
As you know, B2B
transactions differ from most consumer transactions because these decisions
require coordination between a number of different personnel before the
final transaction is made. Therefore, the process requires a period of time
between researching the product and placing the order. It’s an ongoing
rather than snap decision.
“The Role of Search in
Business to Business Buying Decisions” is a well-designed study of
approximately 1500 participants responding to a 40-question survey that was
validated with pre-testing before implementation. You can
download the entire report for
free, and here are a few highlights:
When participants were asked to indicate how they would go about making a
B2B purchase, 93.2 percent said they would research the purchase online.
When asked if they would use a search engine at some point in this task,
95.5 percent of participants indicated that they would.
When asked where they would start their search for information, 63.9 percent
of participants chose a search engine over consumer review sites, e-commerce
sites, manufacturer’s sites, and industry portals.
When taking budget into consideration, manufacturer’s sites and industry
portals were the chosen starting place as budgets increased. However, 86.9
percent of participants said they would visit a search engine after visiting
study is rich with too many details to cover in this article, but following
are some important conclusions:
Search engines play a
dominant role in B2B purchases.
Search engines are used in
the early or mid research phase in the buying cycle.
Google is favored over
other search engines.
Search engine research
takes place at least one to two months before the buying decision.
Good balance between
organic and paid search is necessary. Organic SEO gets over 70 percent of
Position is a factor, with
over 60 percent clicking on the top 3 listings.
Most users decide which
listing to click on in seconds upon scanning the page.
With all this qualified
traffic originating from search engines, it is more important than ever for
B2B marketers, wholesalers, and B2B exchanges to ensure their Web sites are
correctly optimized for good positioning in search results. There is also
great value in SEO/SEM as a user-friendly marketing tool.
The Uniqueness of
Search Engine Marketing
Search engine traffic is highly targeted. That's because potential buyers
who find your B2B offerings through search engines are looking for your
products and services on their own, so they are predisposed to hear your
marketing message. You can’t find a more qualified prospect than that.
Here’s what distinguishes search engine marketing from other types of
marketing is a non-intrusive marketing tool. Most advertising, both online
and offline, interrupts consumer behavior. If a user goes to a web site for
info, up pops an intrusive ad. Reading a newspaper? Ads dominate and force
articles to be continued on another page. With search engine marketing, the
user is actively seeking your products, services, and information. They are
delighted to be driven to your site.
Search marketing is the result of user-originated behavior. Your visitors
from search engines and directories have voluntarily clicked on your listing
rather than any competitors, thus they are motivated to explore your
How good is the ROI? How
effective is search engine marketing and optimization for B2B? What are the
key-points to consider regarding a B2B search engine optimization and
marketing plan? Please join me next month for Part 2 when we examine the
answers to these questions.
Paul Bruemmer is founder of
trademarkSEO. His distinguished
career in Internet marketing began with the inception of the Internet. A
renowned author, educator and Internet visionary, Paul pioneered the concept
of search engine positioning before “search engine optimization” was part of
the lexicon. His company provided search submission services to over 10,000
websites, including many of the most prominent names in American business.
© Copyright 2005, Peter DeLegge Consulting/Marketing
Today. All rights reserved.
to Marketing Today Newsletter FREE!
Be alerted when new content is published, get exclusive newsletter-only articles
and job listings. Join a virtual who's who of marketers from
do not rent or share our email list.
- Harvard Business School (Working Knowledge)
- Northwestern University, Medill School
Noted Marketing Pros
"I love the site!"
Seth Godin, author, Permission Marketing
As one of the "best business links on the web."
- Business 2.0 Magazine's Web Guide
"Websites worth watching."
- Folio Magazine
Most importantly, our