Build a Keyword Strategy That Helps Business Boom Now & In the Future

by Jhon G. Digital Media Services Partners+ Brand Consultants

In B2B, the biggest challenge is the marketing budgets and difficulty to promote business and generating leads online, and the only alternative is organic search engine optimization or SEO.

B2B (Business to Business) refers to commerce and business between two businesses or a consumer buying from a business. These transactions are in lesser quantities, but the volume of tickets varies from business to business and can be enormous in millions or billions. Retail is a vast, organized market as we know it is called B2C or Business to consumer.

SEO is the method of developing traffic towards the company's website by making it more eminent in search engine results using some specific targeted keywords, backlinking, tagging and content optimization on the site and make website SEO / Search Engine ready or readable.

These organic search engine optimization results in website traffic and generates free leads over a while. It helps you save a significant number of marketing funds in traditional advertising or even paid digital advertising.

Google Ads which appear in top 4 search engine results on www.google.com with the use of Google AdWords or advertisements that appear on other websites through the Google Display Network or Google Double Click (DBM) is costly but drive huge results for products and services clients are looking at.

Most B2B marketers know that SEO is beneficial, but stumble to tackle it because of time and budget constraints, or just simply not knowing where to begin.

SEO can make one of the most significant impacts on lead generation and can conveniently be one of the most cost-effective channels for new lead acquisition.

Doesn't matter whether you are looking at SEO or PPC because your eventual goal is to boost your return on ad spend. It is excellent to have your paid advertisements at the top of the search engine the result, but ultimately landing under the advertisements, at the top, free of cost, can cater good, if not better, conversion results.

The first way you find a place, product, or services is searching on Google Search or using Google Voice or Siri or Google Home / Alexa services these days. The results we see or hear on these devices are "organic results." generating organic traffic and getting the first rank on the first page of Google takes right SEO to practice, persistence and time of at least 6 to 7 months show the right results, yes it needs patience. However, it's worth it.

PPC on Google / Facebook can generate instant results; however, many never sustain stable results when the budgets get exhausted; however, SEO may take some patience and investment for 6-8 months to turn around the entire concept of getting leads from the website and saving almost 65% on your paid digital marketing.

Any day organic SEO can be more fruitful compared to paid PPC (Pay Per Click) Google / Facebook / Instagram Ads for B2B business. Few points to compare:

PPC (Pay Per Click) Google / Facebook Ads gets traffic on the website only when the budgets are spent and take at least 10 to 20 days to perform after data and machine-learning of traffic. However, if an SEO is done 1st, your paid ads show ten times better and even after PPC budgets are exhausted or a campaign is not live you keep on getting leads from Google Search Engine result page due to sustained ranking on 1st page of Google / Bing, etc.
SEO is a practice to submit precise info to Search Engines like Google, Bing, Yahoo, etc. PPC or Native Ads are paid ads run by Google, Bing, Facebook, Taboola, Outbrain or publishers like Columbia Ads Network, etc. using Google Double click and Google AdSense
SEO is depending on the quality of the website, objective like Local, National or Global SEO, however, paid Ads to do the reach as per budgets, and there is no guarantee that a click may generate sales leading to a higher cost per acquisition. SEO can start from 50k to 200K depending on business requirements, keywords, and locations.
ORM, Content-Based marketing and SEO is a great way to boost traffic and optimize search results and get a ranking, paid ads can never run all year or all time and can't help a brand establish sustained traffic.
Compared to PPC / Google Ads studies have shown in the last 15 years that SEO is more impactful and stable large multi-billion-dollar giants focus on correct SEO strategies to save millions on marketing due to an extensive range of products services and offerings.
Having your website listed on organic google results and local listing gives higher perceived credibility and impact compared to paid results and ensures consumers to click on organic results on search pages, many users skip paid ads depending on the SERP results based on the content shown and the keywords used in the meta description of the website.
Ask a marketer to bet on ROI on SEO compared to PPC, and he may say only SEO / right quality of landing page can drive results on PPC CRO (Conversion Rate Optimization), it's not money factor but making the right choice first.
Marketeers the strategy is always set the right approach on website, content, and images, this is part of planning under SEO, however, a PPC expert may ask for a new landing page, post one PPC click your client may only see the homepage of your website and considerable variance in both can lower your impact and result in no lead conversion. Hence, content-based SEO is the most paramount stuff businesses plan 1st before going on PPC having the right and affordable mix.

Even though Organic SEO is better than Google AdWords in terms of cost and credibility, it's time to stop thinking of paid vs. organic search as a battle.

Paid campaigns and organic search strategies will likely always have a place in the marketer's playbook and thinking of them as two competitors are no longer the reality of the digital marketing landscape. It's a topic of hitting the precise balance.

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