We're pleased to feature a guest post by Derek Edmond of KoMarketing Associates. Derek shares smart ideas for helping prospects and customers find your content, so read on!
It is critical that B2B marketers squeeze as much opportunity as possible with the content available. Search engine marketers hold an adage that every web page is an opportunity to be found in search results. The same can be said with respect to content: white papers, case studies, video, etc. Every content asset can become an opportunity for search engine visibility as well.
Landing pages provide a distinct opportunity for B2B marketers to leverage content for their search engine marketing strategies. Here are five tips for getting the most out of the experience.
HTML in Addition to PDF
PDF is a common format for white papers, case studies, and marketing collateral. Even though search engines like Google are able to crawl the content, it's challenging to optimize as fluidly as a web page. Plus, PDF is slower to open and may discourage users from clicking PDF-specific search results.
Consider creating HTML summaries of PDF documents for search engine visibility. You don’t need to recreate the entire document. Instead, create a quick summary, key takeaways for the reader, download action (see below) and incorporate a specific SEO keyword strategy per page.
Optimize Titles, Descriptions, and Key Statements
Keyword strategy should be a part of every landing page. Make sure to choose keywords which are competitive and relevant to the content and create unique HTML titles, meta descriptions, and landing page copy with that keyword strategy in mind. Here is a resource for choosing relevant keywords for SEO.
Try to create clear conversion goals for the web page, which can be designed to track leads and visitor information. This may mean a simple registration form or easy-to-find navigational buttons for downloading content.
Landing pages can be used for PPC and other advertising campaigns as well. Test the elements of the page to improve conversion rates. Examples may include modifying form field requirements or shifting the location of a button or icon on the page.
Look for Secondary Conversion Opportunities
Even if the visitor does not fulfill the primary conversion goal, create opportunities for secondary goals as well. Examples might be links to general contact information, an offer to subscribe to a newsletter, or visibility/networking requests for social media profiles to places like Twitter or Facebook. Don’t forget to offer the same or similar secondary conversion opportunities on confirmation pages as well.
We’ve seen tremendous success in search engine marketing by simply unlocking a company’s content and making it more accessible to search engines. Not only can we provide value for an SEO strategy, but effective landing pages also may drive conversions and lead opportunities.
About The Author: Derek Edmond is Managing Partner of KoMarketing Associates, a B2B internet marketing company specializing in SEO, PPC, and social media consulting services.