For B2B Marketing Professionals

Search Engine Suboptimization

Tech Marketers Optimize For Their Product Categories, Not Customers' Problems

    Why Read This Report

    Throughout the technology adoption life cycle, including scoping approaches, choosing products, and implementing solutions, business technologists initiate information gathering with search tools. Yet tech vendors' websites — and search engine optimization (SEO) strategies — are optimized narrowly around product category or vendor name searching. Vendors that don't craft search strategies around outcomes risk losing the opportunity to become trusted thought leaders, as opposed to just sellers of products.
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    • Vendor Selection Aids:

      Tech Vendors Invest Heavily In Awareness And Origination, But Not In Other Stages

    • Best Practice Assessments:

      How Customers Utilize Search

    • Best Practice Assessments:

      Search Results For Product Category Versus Solution Searches