Trends Report

Search Engine Suboptimization

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

June 29th, 2011
Tim Harmon, null
Tim Harmon
With contributors:
Peter Burris , Eric Hsieh , Zachary Reiss-Davis

Summary

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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