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Importance of Search , Search keywords and Role of Search in Business to Business Buying Decisions

posted Jul 31, 2011, 11:07 AM by David Khorram   [ updated Aug 2, 2011, 12:27 PM ]

How Search , Search keywords  and its automation can directly impact companies bottom line:   

Marketing , Brand monitoring, Completion analysis using strategic search 
  
By exploring highly searched keywords, companies could determine what products or services are still in demand and how they  could leverage these opportunities. But Innova finds truly significant andinsightful is tracking how a Google searcher becomes a site visitor, and frequently site vistor and then turns into a lead. 

This path illustrates a need for further education on  a specific topic and demonstrates potential purchase intent.

Companies should check out their visitor history. Who is visiting the site from their states or other states? What products and servise are they looking at?

By answering above two questions, They can easly identify existing and potential consumer behavior and gain competitive advantage. this  works for any industery across the board and around the world,” 

As a result of this calculated inbound marketing strategy, comoanies can increased organic traffic and saved from 
spending on paid search or other costly marketing techniques and campaigns. 
By focusing on the right keywords, visitor history and page views, companies are able to deliver the right content pieces to their target industries.This also can result in generating better quality leads that are well educated and more sales-ready.

Keyword research and key word search automation is an on-going process that should be followed closely. It gives valuable insights in terms of industry trends , product and service demand. Comprehensive keyword research can help a business grow its organic traffic and  save from spending on PPC and other costly marketing campaigns.

“The perfect search engine,” says co-founder Larry Page, “would understand exactly what you mean and give back exactly what you want.” When Google began, you would have been pleasantly surprised to enter a search query and immediately find the right answer. Google became successful precisely because we were better and faster at finding the right answer than other search engines at the time.

But technology has come a long way since then, and the face of the web has changed. Recognizing that search is a problem that will never be solved, we continue to push the limits of existing technology to provide a fast, accurate and easy-to-use service that anyone seeking information can access, whether they’re at a desk in Boston or on a phone in Bangkok. We’ve also taken the lessons we’ve learned from search to tackle even more challenges.


Search impact on B2B buying decision   

The Role of Search in Business to Business Buying Decisions is  studied and researched  (  Read more ) . The result of this study can be summarized as :


  • When participants were asked to indicate how they would go about making a B2B purchase, 93.2 percent said they would research the purchase online.
     
  • When asked if they would use a search engine at some point in this task, 95.5 percent of participants indicated that they would.
     
  • When asked where they would start their search for information, 63.9 percent of participants chose a search engine over consumer review sites, e-commerce sites, manufacturer’s sites, and industry portals.
     
  • When taking budget into consideration, manufacturer’s sites and industry portals were the chosen starting place as budgets increased. However, 86.9 percent of participants said they would visit a search engine after visiting those sites.

So what did this study conclude?

  • Search engines play a dominant role in B2B purchases.
     
  • Search engines are used in the early or mid research phase in the buying cycle.
     
  • Google is favored over other search engines.
     
  • Search engine research takes place at least one to two months before the buying decision.
     
  • Organic SEO gets over 70 percent of the clicks.
     
  • Position is a factor, with over 60 percent clicking on the top 3 listings.
     
  • Most users decide which listing to click on in seconds upon scanning the page.


Promote your value at the moment of relevance, Be there when and where customers are looking for you 

Here’s what distinguishes search engine marketing from other types of advertising:

1. Non-Intrusive:  Search marketing is a non-intrusive marketing tool. Most advertising, both online and offline, interrupts consumer behavior. If a user goes to a web site for info, up pops an intrusive ad. Reading a newspaper? Ads dominate and force articles to be continued on another page. With search engine marketing, the user is actively seeking your products, services, and information. They are delighted to be driven to your site.

2. Voluntary: Search marketing is the result of user-originated behavior. Your visitors from search engines and directories have voluntarily clicked on your listing rather than any competitors, thus they are motivated to explore your offerings.

3. On going 24X7X365 campaign. Traditional marketing has start and end period or usually  is extremely expensive to  re run ( telemarketing  mail camping , email campaign , TV adds,  

With 90% of internet searches never making it to the second page of results, it is very important for B2B marketers, 

wholesalers, and B2B exchanges to ensure their Web sites are correctly optimized for good positioning.


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