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Connecting with today’s new socially-enabled buyer, or “Customer 2.0”, has become especially challenging for B2B sales organizations. And along with the web increasingly becoming the preferred channel for customers to do their research and shopping, having a functional website has become not just an option, but a necessity. Yet, B2B websites still have basic inbound marketing and SEO problems that are unwavering in holding back their success.

So without further ado, he are 5 key website optimization issues most commonly made by B2B websites:

  1. Duplicate Content – Search engines love unique content. Search engines do not like duplicate content that has been indexed elsewhere on your site or on external sites. The last two statements are basic SEO 101, yet B2B websites across the board have this issue. Do you consistently use a piece of text such as a product description, company description or boilerplate across your site on almost every page? These are just a few examples of duplicate content, a major problem that can get your site or pages of your site filtered out of search engines’ indexes – meaning your page will not show up in search results.
  2. Duplicate Title Tags – The title tag is an HTML title element critical to both SEO and user experience that is used to briefly and accurately describes the topic and theme of an online document (more details here). It is one of the most important on-page SEO factors and one of, if not, the easiest to update. Yet, browsing through most B2B websites, you can find a section where the title tag is repeated through dozens or hundreds of pages. Those pages could drive traffic and earn links if they were optimized and ranking on search engines.
  3. Optimizing for Industry Jargon – This is a typical B2B website mistake. Businesses try and rank for the keywords they think their customers are using to search for them. The key point is businesses use what they think visitors search for, when in reality using the terms they call their products. Instead of optimizing for the generic, basic searches that have exceedingly high search volume (for example: laser cutting or metal fabrication), businesses are ranking for terms that have minimal search volume because only people in the industry use the specific keywords (for example: precision bending, oxy-burning, robotic welding). Tip: find keyword search volumes here.
  4. Lack of Conversion Optimization – Try this test. Start at your company website and browse through 3-4 pages as if you were a new visitor. Think about each page you visited. Did they each have a call to action to act on something (application form, phone number, download, etc)? Did you understand the purpose of the page (drive visitors to download, educational content with product promoted in relevant content, etc)? Was there anything compelling that made you want to convert into a lead? Chances are most websites won’t go 3-3. Each page should have a purpose with a target audience and the content and conversion points of the page should be optimized.
  5. Lack of Social Media Interaction – Most companies are warming up to the fact that social media has taken over the web and is a necessary component of every business nowadays. The problem is, after a business has created a Twitter and Facebook page the social media interaction seems to stop or severely slow down. Tweet a few times a week, add fans on Facebook and add social sharing widgets to your site and promote sharing! The more shares your site and content receives, the more brand awareness your raise, and your content could end up landing in the hands of your future customer.

By: Christopher Kelly

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