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For B2B Marketing Professionals

Search Engine Suboptimization

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

June 29, 2011

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Authors

  • By Tim Harmon
  • with Peter Burris,
  • Zachary Reiss-Davis,
  • Eric Hsieh

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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Tools And Templates

Best Practice Assessments

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  • How Customers Utilize Search
  • Search Results For Product Category Versus Solution Searches

Vendor Selection Aids

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

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