In my experience this is where many B2B companies can improve. Often the PDFs don’t contain any useful titles or descriptions. Sometimes they show the draft infos. In many companies, PDFs aren’t reviewed by the SEO team. Very often managers don’t want to go back to the DTP team. Yet another change request.
Solution? Raise awareness from the start.
Is this a PDF that will be hosted online?
Do you want web visitors to find it?
A couple of weeks ago, I was asked to provide some free consulting on how I would start SEO for a new B2B services or products company.
Here are my notes:
#Sandra’s advice on how to start
There are different kinds of web visitors. Try to find groups and segments, and the info that they are looking for.
Investors / stakeholders
Learn as much as you can about your web visitors, clients and potential clients.
What are their interests?
What do they read?
What are their work goals? What do they need to achieve?
What are trends and changes affecting the industry?
What are the challenges?
How do clients select a product/service?
What are the painpoints?
What happens when a project fails?
How long is the evaluation time before a product/service is purchased?
Build a persona description for each important web visitor group. This will help you create web pages and blog posts tailored to this type of web visitor.
Interview clients (if you are allowed to) and client-facing staff (if you are not).
Analyse the websites of competitors.
Remember, products and services that achieve a similar solution to yours are also competitors. I encountered technology companies that argued there’s no competition for their new service. Many times they ignored substitutes.
#Factors influencing SEO (cross-clicks, anchor texts?)
Remember that Google is looking at many additional factors. It measures engagement.
Think in topics.
Consider search intent. Are search words informational or transactional? Always check the SERPs to see what kind of results display.
Voice search is changing how keyword research has been done in the past couple of years. Expect more 3-word phrases, more questions, more variants as people search by speaking to Cortana, Alexa, and Google Voice Search.
Content should be “useful” for your clients, help them achieve their work goals faster, educate them.
Who cares if you are the world leader? Can you solve my business problem? Are you a reliable provider? This is more relevant to me.
Next, I joined a discussion on digital education. Difficult to summarize in a couple of words. Apparently, even in 2017, there are tonnes of teachers that don’t use digital resources and apps in their teaching plans. At the same time, many students are distracted by very elaborate, leading edge, commercial apps. Educational software publishers could benefit from UX methodology and agile processes. And one attendee suggested UX designers should consider enter the teaching profession.
Then, there was a session on virtual reality. One hololens and 120 attendees. And very shaky videos as we watched people try out the headset. Conclusion: User interaction is not quite there yet. The hand gestures are quite difficult to learn, it seems.
I felt this session shows what is happening. Enthusiasts, gamers, early adopters are embracing virtual reality, augmented reality faster than ever before. While at the same time the digital divide is increasing (c.f. educational system). Many of us, normal folks, will be consumers of elaborate marketing and manipulation machines that we don’t know how to program.
One thing to note is: voice control will become more widespread.