In contrast to e-commerce Web sites, when it comes to SEO success, B2B is usually far simpler to implement.
There is an emotional barrier in e-commerce that one a price gets to a certain level, which is different from industry to industry, there is a resistance to purchasing. Whereas when it comes to B2B companies, there is a far higher threshhold that can reach into the millions of dollars, that makes it much easier to justify the price of hiring a SEO company.
For example, a visit to a e-commerce store may end up with a $15 purchase where a visit to a B2B site, may result in a sale worth millions. Of course what this tells you is that the higher the average price per sale, the less visitors you need to qualify the price of SEO as a B2B marketing strategy. (this assumes a certain percentage of viewers leads to a real sale).
The retail e-commerce sites that are run smartly, know that the overall general products they have are tremendously commoditized. And since they are pursuing lifetime customers, much of what they offer is made to enhance the customer experience by adding tools to the site that make their experience customizable and simple to use.
The great thing about B2B companies is that this is not something that they have to be concerned with. With a successful B2B marketing push, the visitors you attract to your site will probably be far more valuable to you over a lifetime than thousands of visitors that come to a e-commerce site. What's great about offline sales is that their must be relationships not related to the web site, and no matter how great a site is set up, it is far more effective as a business strategy.
There is another basic reason that SEO is far more effective concerning B2B marketing versus e-commerce sites. No matter what the name of the company, site ease-of-use or security that exists for the consumer, price is usually the motivator for what is purchased online.
Why else do you think that all of those price comparison shopping sites are so popular? Everybody is using them, that's why!
Now the key in all of this is that in most B2B sites, pricing is seldom ever listed on the site, which makes marketing the crucial element of success. It means that the site draws visitors that then make offline contact which gives a company the opportunity to differentiate itself before buying decisions are made.
SEO is a great marketing tool, in these cases, to making initial contacts that give you the first opportunity to stand out among the crowd.
While e-commerce companies have more quickly took hold of SEO as a tool, because their companies already depend upon it to survive, B2B companies have been much slower to get on board.
The great thing is that if you respond quickly and efficiently to this opportunity, for the most part, you will have very little competition, and be seen as a step ahead of the crowd, and will reap the greatest rewards.
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