Search Engine Optimization (SEO) is among the top 3 key retail tools and best practices for influencing revenue for 2012 according to an Oracle survey of Business-to-Business professionals. Also at the top were personalization and the online catalog. As in prior years, Business-to-Business e-commerce organizations still have a laser focus on boosting SEO, developing robust product content, and maintaining consistency across channels.
What had changed the most from prior years among those surveyed was the increased emphasis in mobile. What stands out is that mobile outpaced conversion rates, self-service, portals, and offer targeting—jumping from a meager 5 percent in 2011 to 35 percent in 2012. In 2010 and 2011, Business-to-Business businesses all came to terms with the fact that their customers were changing and that daily, at-home experiences with various consumer technologies—from checking stocks to grocery shopping—would rapidly change customer expectations of their B2B experiences online. From simply researching large purchases through user reviews and video demonstrations (if only to conduct the final transaction in-store) to simultaneously reading user reviews of a product while physically in a store aisle, 80 percent of the surveyed B2B professionals (versus 70 percent in 2011) agreed or strongly agreed that their customers’ expectations mirror at-home consumer practices.
You may not have a large enough company to employ a B2B Professional, heck, you probably do EVERYTHING in your business, but there’s no reason why we can’t learn from the experts since they get the big bucks to engage their companies in the most efficient marketing practices. SEO and to a lesser but increasingly important role making a company’s website usable by smart phone users are key ingredients in the professional marketer’s mix for increasing revenue.
At Kirbyworks SEO we have you covered on these fronts as well as other key factors such as customer engagement on your website. Unless our client really has no use for a mobile website for his business we will use what’s called a “responsive” design that automatically adapts to the width of any device used. That way you will not lose customers that use their cell phones to find your website.