Best Practice SEO for your business

According to Enquiro's B2B survey, almost 64% of B2B Internet users would turn to a search engine before any other information source to find out about a product or service. And almost 83% of those will use Google as their search engine of choice.

Search Marketing should play a vital role in the overall marketing plan of any B2B Marketing Manager. Moreover, businesses are realising that in order to be able to grow targeted traffic to their web sites in a sustainable way for the long-term, a strategic approach that incorporates Search Engine Optimisation (SEO) is also required.

To make sure your business is fully clued up about search engine optimisation and how it integrates with your paid search, the IAB have teamed up with Optimize to create a best practice guide which is a must-read for all Marketing Managers seeking to boost their traffic and improve their visibility online

Interview with Executive Offices Group

What is the strategic role of Search Engine Optimisation in your overall marketing mix?

At Executive Offices Group we have shifted our strategy over the past 24 months so that online marketing, using both SEO and PPC techniques, dominates our marketing activity. Other offline marketing activity is also used to drive traffic to the website, and, as such, our website has become integral to the business.

What results have you seen after using Search Engine Optimisation?

A comprehensive SEO and PPC plan was introduced from January 2005 including a new purpose built website. As a result of the online strategy, the website is now responsible for generating a substantial amount of revenue for the Group.

What are your future plans on search?

We will continue to stay abreast of current SEO trends and will adapt our strategy accordingly. Our long term goal is to increase our website's natural listing, while reducing our PPC activity. We are also currently researching other online advertising techniques including advertising and affiliate marketing.

From your point of view, what are the most important trends in SEO?

I think the move toward personalisation and localisation of search will have major implications for both advertiser and user. It will be exciting to produce such targeted advertising and content on the website, and, executed properly, will have a major impact on the bottom line.

How did you select your agency?

We wanted an agency with a proven track record in both PPC and SEO techniques. Optimize provide us with relevant online information and advice on current trends, in language that we can understand and implement.