The Key to B-to-B Search
Another challenge was the lack of text-based content for the spiders to index. This lack of content also decreased the chances of human-edited directory listings for pages of the site, because editors prefer content-rich pages.
The company's goal was to increase its Web site's visibility in the major search engines to both branded keywords—which are very competitive due to the number of online affiliates and resellers—as well as non-branded keyword phrases.
Solution: The first recommended action was to implement numerous static pages within the document technology company's Web site, so that search engine spiders more easily could locate pages and content, and then easily navigate throughout the site. The company also worked with iProspect to create interlinking static site maps to enhance the ability of spiders to crawl more of the site. It also optimized each Web page with meta data and ensured that content was crafted to effectively target large, relevant keywords and phrases.
A second course of action involved manually submitting various Web pages to search engines and directories. The directory submissions process included a thorough analysis into appropriate, relevant categories; the development of keyword-rich titles and page descriptions for each listing; and manual submissions for directory editor review.
The final piece of the plan had iProspect research external, high-quality Web sites with related information for linking potential, leading to the solicitation of keyword-rich hyperlinks from each qualified site.
Result: Since implementation, the document technology firm tracked a 180 percent increase in search referrals, and the number of its position one rankings rose by 77 percent. In addition, 79 percent of the company's rankings are visible on the first page of search results. And, perhaps the most important result is the company's Web site outranking its closest competitor by a margin of more than 4 to 1 on non-branded, copier-related keyword phrases.