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Friday, April 19, 2013

Slideshare: Delivering in promotion and B2B SEO

For many B2B companies, SEO is gaining in importance as they begin to understand the dynamics of how search engines work. Unfortunately, many B2B companies are still way behind the curve; they know they need good SEO, but their understanding of what that entails is woefully behind.

In SEO circles, content marketing is the rage for 2013, but it's a concept that not all our clients and prospects are understanding just yet.

So, let me put it in the simplest terms, using one specific example of a resource for content marketing: Slideshare.

In addition to making sure that your website content matches the types of searches people are doing to find you, it's also important to promote your content more widely across the Internet. Remember the old days, when we all had a business card? That business card didn't do us much good unless we distributed it, by passing it out at trade shows, during visits with clients and prospects, and by advertising our contact information in print ads.

Well, your website is now your business card, although Google has certainly made it much easier to find you. Now the key is to make sure your "business card" doesn't end up at the bottom of the stack, where no one will look for you. Creating content you can seed on third-party sites and link back to your website is one way to help move your "business card" up in the deck.

The more links you have from other websites, the more credible your company will be viewed by the search engines, and the higher your site will rank.

There are a number of ways you can create content for these third-party sites, but let's just focus on one today -- Slideshare.

Slideshare is like YouTube, except instead of sharing videos, you share Powerpoint presentations. For businesses, this is great, because it's very likely you have at least one sales or marketing person in your organization who has created a Powerpoint, so the technology isn't daunting.

There are just a few things you need to know while creating a Slideshare presentation to make it an effective piece of content for SEO purposes:

1. Include keywords that are important search terms for your audience so that your presentation can be ranked well by search engines;
2. Include links in the presentation to your website so that prospects can find your site and so the search engines can associate the content with your company;
3. Try to make it interesting to generate the most interest in your topic.
4. Once you've posted it, share it via your social media accounts, by e-mail and by embedding it on your website.

If you haven't jumped in the content marketing pool yet, start with Slideshare. It's not difficult and it'll help you get a feel for the SEO and promotional opportunities with third-party content sites.

Here's an example of a Slideshare we prepared for our client EDCO Awards, a manufacturer of corporate awards.

Need help with your SEO and website marketing? Contact Pilot Fish at 877-799-9994 ext. 2104 or fill out this form.

When it comes to B2B SEO, being with right SEO company key to success

I hate to be an alarmist, but we've seen enough examples of really bad B2B websites and SEO efforts that we know there are a lot of companies not getting good design or SEO service.

Some of that could be a function of budget, ie "You get what you pay for." But, there have been enough times where we pick up a client after they've dealt with months of frustration working with a web developer that ultimately can't deliver what they need. Sometimes it's a lack of knowledge on the developer's part, that they really don't know SEO. Sometimes it's plain old trickery; the client has succumbed to promises that turn out to be too good to be true.

Many of our new projects come from those types of situations -- the business went with someone cheaper, more local, a relative or friend, or a company that seemed really slick (and they were). They wasted time and money and oftentimes are forced to put good money after bad to fix a really bad situation.

So, to help out all those businesses that might be struggling with a web design or SEO company relationship that just doesn't seem to be panning out, here's some advice. Get out. Get out of that relationship and find someone who can really help your company with their Internet marketing. And, to that end, here's a column on things to watch out for and how to identify a reputable SEO company for your B2B website and SEO.