Build It and They Will Come

Published on September 18, 2008

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.

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