Build It and They Will Come  The key to getting your site to the top of a B2B keyword search list isn't just content, says Galen DeYoung: "Proper site architecture is also critical," he insists. So it's not just how you say it that counts in SEO; it's how you build it, too.
With that in mind, DeYoung recently offered 5 steps to help you build successful site architecture for B2B SEO:
Identify potential keywords. Pile them up, DeYoung says. Be "as inclusive as possible of the potential terms actual prospects might use."
Determine relative popularity. Now start to hone that list. "[U]se tools like Keyword Discovery to determine relative historical popularity of your keywords."
Make your draft picks. The tough part. "For each B2B product or service, there will be one or two relevant search terms that rank highly … and a host of others that have good potential," he reports.
Find a home for them. Tough, too, when you have a bunch of great product-based keywords. "Thankfully, on B2B sites, there often are some other good alternatives to product pages," DeYoung says. "Can a case study page act as the landing page for the search term? What about a white paper page?"
Link it up. Now it's just plain fun. "Keep the landing pages for the most popular search terms closest to the home page," DeYoung advises. And "make sure you have intra-site linking between related search terms."
The Po!nt: Play with building blocks. Following steps like these to create solid site architecture is sure to boost your B2B SEO.
Source: Search Engine Land. Read the full post here.
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