With a vast majority of B-to-B search users still preferring organic search results to sponsored links, most marketers cannot afford to pass up the opportunity to place as highly as possible in the results offered in the main body of the search page.

The various search engines pride themselves on their ability to deliver search results that are extremely relevant to the user’s inquiry. And while they use complex algorithms to deliver those results, improving search performance comes down to a few basic principles, including:

• Keyword analysis. Development and testing of the words and phrases users actually type into the text field to search for your product or service.
• Content development. Creation of pages and sites that the search engines can find and scan effectively.
• Link equity. Understanding the importance of making your site an influential information hub that other sites will

Godfrey has extensive experience in helping B-to-B marketers improve their performance well in search. And we have an excellent track record in maximizing search performance by incorporating search principles in other business-to-business marketing communications.