Many industrial marketers devote resources and effort to Search Engine Optimization (SEO), a group of techniques to help a company’s Web pages rise higher in the search engine results for specific keyword searches. When done correctly, SEO can drive relevant traffic to your Web site, which can be converted into qualified leads and sales.
The business benefit is certainly attractive, but there is a misconception that SEO is “free” because you don’t pay for the traffic that gets sent to your Web site from organic search results.
In reality, SEO is not free. While the basics can be performed at low cost, advanced SEO techniques require time, expertise and budget. Therefore, any investment you plan to make in SEO should be measured against the benefits you could achieve investing in other marketing programs.
This white paper will help you understand how SEO can fit into your marketing strategy, calculate the resources required for SEO, and become familiar with the range of basic and advanced SEO techniques you can implement. You will learn what SEO can and can’t do and you will be able to weigh an investment in SEO vs. other marketing programs, which will help you make the best use of your marketing budget to achieve your objectives.
Founded in 1996, GlobalSpec invested early on in SEO. We have our own internal team of SEO professionals. They make sure GlobalSpec is found by engineers, technical and industrial professionals using search engines to locate products, services and suppliers. Our team manages a database of more than one million keywords to help drive qualified traffic to suppliers represented on our site. In addition, we manage paid search campaigns in both major and niche search engines and can help you understand how paid search and SEO might fit in your marketing portfolio.