B2B marketing SEO meets the keyword monster.

Back in the old days (like childhood), being found was not a good thing. It involved the game of “Hide and Seek” and required finding imaginative hiding places that would confound your fellow gamers. Today, the game has turned into “Find Me, Find Me, Pleeeeease” or Search Engine Optimization (SEO). It’s a lot harder to play and not nearly as much fun — until you get found, that is.

I was optimistic the day I hired a team of pros to build and maintain SEO for my company Website. Their first step was to research the top search terms for my type of B2B marketing service business. When they sent me the list they had found, my response was “yikes.” It wasn’t anything like the keyword ideas I had sent them initially.

Who knew that people could conduct strange searches, use such off-the-wall wording, or have completely forgetton how to spell?

So how can a B2B marketing team put these strange, convoluted keyword phrases into the language on their Website copy without looking uneducated or downright sloppy?

Add connective words
Fortunately, it’s my understanding that Google and other search platforms ignore small words. So adding the words “in”, “to” or “the” inside a search term should not diminish its effectiveness and can turn an awkward phrase into something that can be placed comfortably into a sentence.

For example, a search term such as “sales training San Diego” can be more easily placed in a sentence by changing it to “sales training in San Diego.”

Hiding awkward SEO phrases.
Awkward phrases may be just fine for searching but they’re a bit of a nightmare in marketing messaging if the company wants to appear to have any brains. Sometimes, however, awkward SEO phrases can be bunched together in a less prominent paragraph and not appear to be quite so out of place:

“Whether you’re looking for donations direct mail political, a direct mail sample political campaign, political direct mail portfolio samples, donations direct mail political, or campaigns direct mail political — ABC agency has the experience and success you can count on.”

If a B2B marketer’s business includes keywords that are commonly misspelled and generate traffic, it’s important to include those in the site text as well. Fortunately, Google helps reduce the number of searches using misspellings with their familiar “Did you mean ______” generator. However, this does not correct 100% of the searches.

Many companies add “footnotes” or blocks of copy under the call to action on a Web page that incorporate misspelled words. They can first be presented spelled as the searcher might spell it, then correctly in parentheses afterwards as in this example:

“ABC Company is your best resource for interim buisness (business) managers . . .”

Maximizing SEO positioning does require longer copy on a page. But if the main points are highlighted in subtitles and communicated early in the copy, B2B marketers can help deliver effective communication and successful SEO.

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2 Comments

  • By Nick Stamoulis, May 18, 2012 @ 6:34 am

    I’d never recommend including misspelled text on your website just for search purposes. It’s unprofessional. The search engines are smart and typically understand what a searcher meant and delivers results with an accurate spelling.

  • By Michael Neuendorff, September 3, 2012 @ 10:49 pm

    I agree with Nick’s comment. Creating an poorly worded paragraph also seems like an odd tactic. I understand you want to optimize for certain keyword phrases, but they don’t need to be an exact match. I believe Google takes a broader look at your site copy. We must write for the real person looking at our site and work on the SEO as a secondary motivator. Otherwise, our writing will not be compelling imho.

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