![\"b2b](\"https:\/\/www.mgb2b.com\/blog\/wp-content\/uploads\/2017\/01\/b2b-search-engine-marketing.jpg\")
<\/a><\/h4>\nFollow These Basic Tenets of B2B Search Engine Marketing To See Success in 2017.<\/h4>\n
2016 was a year of big changes in the field of online search. With the switch to a mobile-first ranking system<\/a>, the addition of expanded text ads in paid search<\/a> and an overhaul of the desktop search results page that reduced paid ad space<\/a>, our friends at Google are always doing their best to keep us in B2B search marketing on our toes. And 2017 is sure to be another exciting year full of changes, opportunities,\u00a0and challenges. That makes right now the perfect time to reflect on some of the basic tenets of B2B SEO and SEM strategy. Or as I like to call them —\u00a0the ABCs of B2B Search Success in 2017.<\/p>\n Whether you\u2019re freshening up ad copy, running a new link-building campaign or strengthening your keyword lists, the most important thing is to focus on addressing the needs of your audience. It\u2019s easy to get caught up in your own sales goals and deadlines, but if you don’t think of the customer first, you won’t each either one successfully. Research their demographics and interests. Understand who<\/em> they are and where<\/em> they are before you plan your SEM. Imagine who you\u2019re writing that ad copy for and what things they care about. Remember what drives them to search in the first place, what problems they have, and the answers that you can provide when adding keywords. Mastering this skill will give you an\u00a0edge over your competition in 2017.<\/p>\n We all work in different business sectors, with different goals, priorities, and concerns. Whether you run one large SEM account or multiple accounts for different sub-brands, it’s important to keep your strengths and weaknesses in mind. And keep a sharp eye out for\u00a0SEM opportunities that play to those strengths. This will help you pinpoint the most effective pathway to meeting your goals. Perhaps it means\u00a0capitalizing on gaps in the search market for your field. Or pushing a specific promotion for a new product launch or bestseller. Or maybe just understanding the seasonality of your product offerings, and adjusting budgets and goals to reflect this. Whatever opportunities and challenges your particular business\u00a0faces, staying on top of them will help you\u00a0ride out any changes to the search landscape.<\/p>\n For most marketers, conversion tracking is the main pathway to search success. You need to be able to see which pages, keywords, and ads bring home the bacon\u00a0in order to optimize and exceed your goals. This means taking advantage of every conversion opportunity available. In this modern world of search, your customers are using an ever more diverse set of routes to reach\u00a0you;\u00a0you need to\u00a0follow each one. You’ve likely\u00a0relied upon standard landing page conversion tracking for years. But now it\u2019s more important than ever to branch out and expand your reach. Call conversion tracking allows you\u00a0the chance to capture customers that may have been untrackable in the\u00a0past. As mobile search continues to become the forefront of search, the ability to click on a phone number and speak to a rep is becoming a more viable option than\u00a0form fills for your busiest customers. Now\u2019s the time to capitalize on this conversion avenue and give your campaigns a welcome boost in the new year.<\/p>\n It\u2019s tough to predict which new innovations and technologies will shape the search engine landscape of 2017. But by sticking to the ABCs of B2B Search Success you\u00a0can weather any search storm.<\/p>\n","protected":false},"excerpt":{"rendered":" Follow These Basic Tenets of B2B Search Engine Marketing To See Success in 2017. 2016 was a year of big changes in the field of online search. With the switch to a mobile-first ranking system, the addition of expanded text ads in paid search and an overhaul of the desktop search results page that […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[602,600],"tags":[209,648],"class_list":["post-13698","post","type-post","status-publish","format-standard","hentry","category-paid-search","category-seo","tag-b2b","tag-b2b-search-marketing"],"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13698","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=13698"}],"version-history":[{"count":16,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13698\/revisions"}],"predecessor-version":[{"id":13718,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/13698\/revisions\/13718"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=13698"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=13698"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=13698"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}A \u2013 Audience Awareness<\/h4>\n
B \u2013 Business Opportunities<\/h4>\n
C \u2013 Conversion Tracking<\/h4>\n