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by Andy Williams on 2nd June 2010
Marketing professionals are being told by one expert that business-to-business (B2B) search can be challenging and difficult to measure.
Writing for Search Engine Watch, Ryan DeShazer said that the "keyword universe" for B2B search is typically smaller than organisations aiming their product at a wider consumer market.
However, he suggested that because of those challenges facing marketing managers and company bosses, it can be more satisfying "when everything comes together and the strategic importance of search can be properly demonstrated".
Those looking to use SEO services were also advised that B2B’s intended audience and the users that click through may not be the same.
However, he stated that if firms do their homework in terms of understanding all these obstacles and create a programme that "speaks to all audiences", then businesses will be able to troubleshoot such problems.
Mr DeShazer is described as an "industry thought leader" and speaks at a number of conferences on the subject of internet marketing. He also has years of experience in search marketing with a number of firms.