How To Get More Views Of Specialty Content

Posted on 21. Mar, 2011 by Tony Wanless in B2B Marketing, Content, expertise marketing

If you’re a company that markets very specific B2B solutions, don’t fall for the usual SEO advice to cast a wide keyword net. Statistics show that you should do the opposite and zero in on very specific keyword chains.

You’re a specialty company that’s trying to use content marketing to market your niche business-to-business or B2B service or product.
But you can’t get more than a sniff out there on the web. Simply, your Google rankings suck.
Is it that nobody loves you? Not really. It’s more likely that you’re not talking to the right people in the language they use.

When you operate in a particular niche, you’re bound to be lost amidst all the noise on the web. The people you want to get to are those who are interested specifically in how to solve a particular problem, not in general information. So they put these particular problems into their searches in very specific terms.

That’s why you’ll probably be interested in post from from Joe Pullizi about how people search for content on the web today. Pullizi reports that at the AMA Content conference some interesting stats turned up regarding search.

These include:

  • The fastest growing type of keyword search is a length of eight words. Obviously, these are quite specific.
  • The type of search that converts at the highest rate is the four-word search.
  • 70% of searches are considered “long-tail searches” in that they involve fewer people. However, long-tail searches are less competitive and convert at a higher rate.
This tells us that many people are looking for deeper content than the general news about Lady Gaga, or whatever subject is hot this week. Rather, they are looking for information that’s RELEVANT to them and their particularly situation.
In other words, situations to which you probably have a solution. If your market is engineers in a particular area, the obvious conclusion to draw from these stats is that you should ensure your keywords fit a problem that these engineers will be researching on the Web.
Other advice that grows out of these statistics includes:
  • Use blogs, for specialized content. When someone is so detailed as to type in up to six to eight words, they’re likely going to land on a blog that covers those words. Get the words right, and that blog will be yours.
  • When composing content, use the “similar situation” principle that’s common in white papers. This means buyers search for information about others who are having the same problems as them.
  • Share that content in social sites like Twitter and Facebook, even if you think they’re not for you. Google’s latest algorithm update places more emphasis on the social sharing of content. Hence, you’ll get higher rankings for those specific words if you put your content on social sites.

Most of these techniques are counter-intuitive to the usual Search Engine Optimization (SEO) blather that’s so often spread around.

You’ve heard it: find the most viewed keywords and sprinkle them throughout your content.

That may be true if you’re selling widgets or some popular consumer item. But if you’re operating in a B2B niche, do the opposite.

Grab the long tail.

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