The B2B buying cycle is complicated, really complicated. Not only do you have multiple people and departments involved in the purchasing decision, but the people involved make decisions based on more than just getting the best price or quality. One might think that business purchase decisions are made rationally, but as Gord Hotchkiss points out [...]

Website analytics packages, like Google and Omniture, provide a wealth of information about your website and how it’s being found and used. There is so much data available, that it can be overwhelming and hard to know what to start measuring first. Here are a few of the basic metrics I think are [...]

As industrial ecommerce sites see more customers coming their way from the search engines, the need to have high quality, interactive images will increase. B2C sites are already using product zooms, multiple product views, interactive personalization, and other image techniques to increase time spent on site and online conversions.
Industrial customers are already using these features [...]

As industrial marketers, it is important to understand that many leads generated from your website will not “show up” in your analytics. The nature of large industrial purchases mean that calling a company directly rather than submitting a form is more comfortable. Few B2B websites and industrial websites generate actual sales online, instead, purchases are [...]

I’ll admit it, I’m an organization junkie. I have color coded spreadsheets for tracking client projects and a pile of folders in Outlook to neatly organize all my emails. And that’s why I’m so excited about the new Lists feature in Twitter.
Twitter Lists let you organize the people you follow into tidy little groups [...]

Online video is booming. According to a recent Comscore survey:
81.6 percent of the total U.S. Internet audience viewed online video.
The duration of the average online video was 3.7 minutes.
120.5 million viewers watched nearly 10 billion videos on YouTube.com (82.6 videos per viewer).
Average Video Viewer Watched Nearly 10 Hours of Online Video During the [...]

1. Review all information available previous to writing
2. Take strong notes during any interviews you conduct
3. The more text included in the content, the better!
4. Use 3-4 paragraphs or 12 sentences for each page, if possible, for optimal search results
5. Remember that your content will inform the reader what the page is referring to, but [...]

Our clients are often under the misconception that their top keywords drive the most amount of traffic to their sites. In fact, the opposite is actually true. The majority of search engine traffic for industrial sites comes from other long tail keywords. Long tail keywords are generally three to five words and are very specific. [...]

It’s been awhile since I written about creating new content. Since adding compelling, optimized content to your industrial website is crucial for your website’s success; it’s time to visit this topic again.
There are two trends going on that make building content very important. One is that the web keeps getting more competitive every day.  It’s [...]

Business.com recently published an insightful whitepaper based on survey responses from 144 search marketing agencies currently managing B2B client online marketing campaigns. Get a copy of the B2B guide. This guide covers three main topics. I’ve pulled out an interesting point from each. Next month, we’ll explore each topic further.
How B2B search marketing differs from [...]