When people come across your brand through Google, Facebook, Twitter or other search engines, you stand out for your brand value. To accomplish this, you need to use search engine optimization to improve your online presence and identify potential keywords. It’s also important to leverage advanced search marketing techniques that help increase your visibility on the search engine results pages (SERPs).

A B2B sales organization may have various search engine optimization requirements that the company is unaware of. In order to meet or exceed these requirements, the marketing department needs to look beyond the site’s domain name or URL and begin leveraging existing search strategy.

Keyword Research: When you’re preparing your marketing for future searches, you’ll want to focus your efforts on understanding the key search terms in your industry. Analyzing Google’s data of its search activity can give you useful insights on trends in search to gain your customer’s attention in the search results page. Understanding what certain search terms are referring to may help you optimize your search engine optimization efforts and find a more appropriate keyword to include in your site.

One of the most helpful aspects of researching keywords is to drill down into an industry to identify trends and best practices.

Reducing your website’s bounce rate: The concept of “optimization,” is very different from “viral marketing.” The goal is to optimize a website’s relationship with its target audience, both of which are important components to web design and SEO. But research shows that SEO is often not directly related to your homepage; rather, it’s more of a factor of overall site structure, design and usability (click this link to get all the details).

Through A/B testing and SEO best practices, it’s possible to change a website’s homepage from search results to a page where visitors can interact with an interface and learn more about the site. When the design and usability of the homepage has a negative impact on site visitor behavior, an SEO-compliant homepage may be a better choice than a static one.

Make it easy for users to navigate your site: Making your site easy to use will make it more enjoyable for users to make and receive purchase decisions through the sales channel. You may want to consider adding a “don’t know” link on your homepage, as well as taking additional steps to test this site with a user before making a purchase decision.

If you’re unsure if your homepage is sufficient to create a clickable and usable user experience, consult an SEO expert to identify improvements or create a site survey with your visitor’s personal data.

You don’t have to be an expert in SEO to be an effective SEO. As a B2B sales organization, you need to learn what your customers want on your site, and how you can ensure your website continues to be relevant as you plan for your future.

There’s no limit to what you can do to improve the way your website makes sales, either for search, social and email marketing. As you begin your search for what you can do to improve your website to better aid sales, it’s important to get the audience’s perspective. Reach out to your customer service team and other departments in your organization to hear what the biggest pain points are for your potential customers in your industry.