Website optimization (as opposed to search engine optimization) has to do with getting the right people to your site, as well as what to do with them once they get there.
While optimizing a website does deal in part with search engines, the more important aspect is about website visitors. (More on the search engine part later.)
Website visitors are important because the more of the right visitors you have, the greater the opportunity for developing leads and customers.
But the important distinction about website visitors is that you want more of the right visitors, not just more visitors.
There are 3 primary aspects of B2B website optimization: 1) buyer personas, 2) user experience, 3) and on-page SEO.
The secret sauce of getting more of the right visitors is based on buyer personas.
According to Adele Revella of Buyer Persona Institute, "Buyer personas are examples of the real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the status quo."
Buyer personas are an archetype of your ideal customer, and help you to refine your marketing activities. As your company develops a clearer picture of just who your buyer personas are, it can dramatically focus and direct all your marketing activities.For website optimization, buyer personas help you to
Buyer personas help you to know who you're marketing to. As a result, understanding your buyer personas saves time, money and resources.
If you're like many B2B companies and have multiple personas, get started by prioritizing them. Focus first on the most lucrative personas and the products and services that most appeal to them.
After you've honed your buyer personas, the next step is developing the user experience.
As much as possible, you want to give your website visitors a feeling - show your visitors that you understand them and care about their problems.
The user website experience can be broken down into three main areas:
With the heavy lifting of buyer personas and user experience out of the way, you can then proceed to on-page SEO.
There are currently over 200 determinants of page ranking by search engines. Unfortunately, an increasing number of those factors are out of your direct control, also known as off-page SEO. In fact, SEOMoz estimates that 85 percent of page rank determinants are off-page (e.g. social sharing, inbound links).
However, there are five key areas of on-page SEO that you can control and which are critical toward optimizing your website's ability to get found by search engines and searchers.
Question: What is the biggest challenge you have faced in optimizing your B2B website?
photo credit: Marcin Wichary via photopin cc