Search drives lead generation in B2B tech markets
There is no doubt that Search Engine Optimization (SEO) is a vital part of any contemporary B2B marketing programme. More than half of B2B buyers turn to search when first investigating a purchase (Enquiro), and don’t even contact suppliers directly until 57% of the purchase process is complete (Google Insights).
The challenge in contemporary B2B tech marketing is to offer compelling, and searchable, content that educates buyers and guides commercial decision-making. But not everyone realises the role that B2B PR can play in supporting efforts to boost an organization's search profile.
At CCgroup, we go beyond "winning a link", to determining what sort of links matter, from what places, and how many. This helps us to understand how to balance media outlets' PR value with their SEO value and therefore target the right publications with our tech PR campaigns. It’s a little something we like to call “SEO PR”.
A website’s search potential fundamentally relies on only a handful of things, one of which is the number and quality of inbound links. These high-value links must be earned and not bought – meaning that PR is perfectly placed to be at the heart of this link generation.
Peas in a pod: PR & search
Modern SEO relies on the targeted distribution and ongoing sharing of relevant content, as does PR, meaning the two marketing disciplines have joint goals – to make readers actively want to share the content and link back to the original source. The trick is to consider SEO impact from the very outset – to ensure that when conceiving the campaign idea, the SEO potential is not forgotten.
As a result, CCgroup pays close attention to how SEO can be best served by its campaigns and how clients can reap the joint benefits of wide publicity, increased sales interest and heightened search engine results.
Just as with social media PR and digital PR, SEO PR is no longer a standalone discipline, or even an additional service – it is simply a constant consideration in any successful B2B tech PR campaign.
SEO PR intelligence
We did some research to understand how to balance media outlets' PR value with their SEO value and therefore target the right publications with our B2B PR campaigns.
Along the way we discovered some interesting nuggets, like when it comes to sales lead generation value, coverage in national media is a distant second to trade media. Or how when it comes to SEO value, national media outlets outstrip the trade media in both PageRank and Domain Authority.
Want to find out more? Download our white paper on how to run B2B PR campaigns for best SEO effect.