The State of SEO in Industrial Marketing

carlos-muza-84523-unsplashSearch Engine Optimization (SEO) is a constantly growing and evolving marketing tactic. It requires industrial marketers to employ traditional methods such as optimizing pages for keywords and building links, but today more than ever, making high-quality content available counts for a lot in search engine rankings.

Recently, the Marketing Maven conducted a brief, five-question SEO survey of its readers to get a sense of how industrial marketers feel about SEO. Here are some of the findings:

Content for SEO

Seventy-two percent of survey respondents stated that they actively produce content for SEO. This large majority of marketers understand that quality content is important for SEO and that during their search process, their audience  is seeking relevant content that will help answer their questions and solve the problems they are facing. If you aren’t producing content for SEO—creating and updating pages, posts, videos, white papers and more should be at the top of your list.

Resources for SEO

Unfortunately, finding the time and resources to produce content and perform other SEO activities does not come easily. Fifty-seven percent have no employee or team dedicated solely to SEO, which means the task is often another line item on the marketer’s to-do list. Twenty-eight percent have one employee dedicated to SEO, while a fortunate 15 percent have two or more employees dedicated to SEO.

A shortage of resources (people, time, money)  was cited as the greatest SEO challenge by 46 percent of respondents. One way to make the most of your resources is to make sure that all content you produce is high quality and SEO friendly, and to stick with what works best for SEO.

This complimentary one-page infographic: “Timeless SEO Tips for Industrial Marketers,” can help you make sure you’re laying a good foundation for a successful SEO strategy. A quick read offering excellent SEO tips that could help save you resources, it’s a great place to get started.

SEO Spending

Industrial marketers are almost evenly divided on whether they will be spending more or the same on SEO over the next twelve months. Forty-four percent report they will be spending more on SEO, while 48 percent say spending will stay steady. Only seven percent are spending less.

Hopefully, you don’t fall under that seven percent. It is more important than ever to deploy the right SEO tactics—and to avoid black tactics such as cloaking and keyword stuffing. Search engine algorithms can detect these types of tactics which can permanently harm your search engine rankings.

The only valid reason to spend less on SEO is that you’ve mastered the techniques and are able to efficiently achieve high rankings. More likely, companies that plan to spend less are doing so because they feel defeated that they aren’t getting the results they want.

The Best SEO Advice

Survey respondents were split when responding to the statement: “I can readily find content about SEO that applies to my industry.” Fifty-one percent agreed with the statement; 49 percent disagreed.

Finding good SEO advice can be challenging. Marketers don’t seem to have trouble with the basics—only five percent said their greatest challenge was not knowing which keywords to use; another five percent said their greatest challenge was keeping up with changing technologies and algorithms.

However, 19 percent said their greatest challenge was not knowing which strategies work. The short answer to that challenge is to focus on timeless tactics, produce high-quality content and create a superior user experience. Even the search engines themselves dole out that advice.

The one-page infographic “Timeless SEO Tips for Industrial Marketers” breaks down key SEO concepts into four easily understood strategies: keywords, content, page optimization and link building. Follow these tips and you should find your SEO efforts begin to produce better results in terms of rankings. Download your copy here.


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  1. This’s another great Tutorial about SEO, thanks for sharing, Seo is very important if you want to get your website out of the ground

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