How to Quickly Create B2B Content Optimized for Search Engines

It is surprising how often we run across B2B companies that expect their existing sites to be found in the organic search results for search terms their sites fail to adequately address. Sure, these companies may have products or services related to those search terms, but they haven’t created landing pages for those search terms. To be found for a specific search term, there needs to be an optimized landing page on the website that revolves around that search term. A landing page is the website page to which you want people to click through when they click on a search result for a specific search term.

Effective search engine optimization requires each significant page in a website have its own song, i.e., each page is optimized to specific search terms. You may be able to get two or three closely related search terms to point to the same landing page, but, typically, if the search terms aren’t very closely related, they should have different landing pages. Even when terms appear to be related, for instance “healthcare consulting” and “healthcare consultant”, given the amount of individual competition in the search engines for these terms, each term will likely need its own landing page.

Add to this the fact that often there is no universally agreed-upon lexicon for most B2B products and services (i.e., people call things by different names) and the number of landing pages your site requires grows significantly—one of the key issues that makes B2B search engine optimization especially complex. Suddenly, the task of creating an optimized B2B website seems daunting; you may need to double or triple the amount of content on your site simply to have appropriate organic landing pages for your desired keywords.

Although creating web content is cheaper than print communications, creating a large amount of new, original, persuasive web content is still time-consuming and expensive. Here are some B2B search engine optimization strategies to quickly and efficiently leverage what you may already have to build high-ranking landing pages.