B-to-B marketers are looking for the most efficient ways to use dwindling marketing dollars. As the economic situation worsens and marketing budget cuts continue, the tactics to survive are the ones that are highly measurable. And more importantly, show an ROI. It’s no surprise that search marketing and search engine optimization are still a part of b-to-b marketing plans.

In 2008, only online video ad spending grew faster than search. Recent reports show that search marketing spending is slowing, but still dominates marketing budgets. (U.S. search ad spending is predicted to grow 14.9% in 2009, compared with 21.4% in 2008.)

However, in this weakened economy, b-to-b markerters are still looking for ways to minimize their investment, even in search-related efforts. Although SEM spending continues, supporting web site elements and SEO techniques are suffering.

Recently, more discussions about SEM and SEO include comments like these:

• We can’t redesign our site. Just make us come up first in Google results.
• We don’t have a budget to rewrite our content. Just use what’s there.
• This is about search not usability. There’s no money for that.
• We know the site isn’t search friendly, but we’re only putting money into SEM.
• We can’t create custom landing pages. Just send the Google ads to this existing page.
• We know what terms our customers use. Don’t spend time defining that.

Comments like these diminish performance and jeopardize the success of search programs. Marketers need to have a realistic view of what search marketing and related search optimization requires. And what you have to do to make it work.

Being first is fleeting. There’s a lot that goes into top organic search rankings. It’s something you earn, and it’s an ongoing commitment.

Any content won’t do. Weak, unfocused, or non-existent content, or copy that doesn’t contain your keywords means weak, non-existent performance. (Not to mention that fact your site’s not going to meet your audiences' needs either.)

Landing pages lead to leads. Creating targeted landing pages, focused on paying off your SEM campaign, is an essential, highly measurable step that will increase your conversion rates and improve your ranking.

What’s good for people is good for search. You can’t separate usability and search. (That’s a post for another time.)

You have to know what people are searching for in order to be found. Don’t guess at keywords. B2B search is different, but keyword research is still required.

Lastly, many sites have problems that can’t be fixed with SEO. Poor site architectures and information organization. Unfriendly URLs, making it difficult for the site’s content to be indexed. Lack of structural organization or even the most basic usability best practices. If your end goal is to get people to your site, whether through SEM or organic results, their experience needs to be a good one.

Even in the toughest economic times, a postive user experience will always show an ROI.