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How B2B Buyers Use Search

by Kent Lewis on December 28, 2004Search Engine Optimization

How B2B Buyers Use Search

by Kent Lewis on December 28, 2004Search Engine Optimization

Last month, MarketingSherpa asked 1,500 business execs and IT pros (non-marketing folks) how they used search. Here are some highlights:

+ Google dominates – 83% said Google was their engine of choice. Advice to SEM pros: make sure your Google SEO and PPC campaigns are optimized.

+ Searchers are warm prospects – not hot – 55% said they used search 30 to 90 days prior to a biz expenditure. Advice to SEM pros: Make sure your campaigns aren’t just offering a sales pitch. Instead offer a whitepaper (check out Marqui’s whitepaper on SEO and CMS) or tech spec docs or comparison charts.

+ Organic are far more noticed than paid ads – 70% confirmed they click on organic not paid ads. Advice to SEM pros: Continue to focus on SEO, but don’t loose sight of PPC – because of the syndication partnerships that Google and Overture have, your ad is practically everywhere.

+ Position and clicks count – Top three positions get 60% of all organic clicks and 51% to first ad. Advice to SEM pros: Make sure you are there. And so does copy – Make sure your copy counts. Tell them they are clicking the right ad or result by telling them so by optimizing your meta description or body copy.

+ Most go to your site before the search – 20% of users are more likely to go directly to a manufacturer’s site first. And then they go to search engines. Advice to SEM pros: Make sure that first visit is a good one because once they leave your site, they might not click on your url in the search results once they go to the engines.

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