SEO – Successfully Leveraging Organic Search During the Evaluate Phase
PROSPECTS ARE COMPARING SOLUTIONS
In the Evaluate phase, prospects typically search for more specific information to compare the offerings of each vendor in their shortlist.
Their search query typically includes words such as comparison, case studies, testimonial, reviews
- For example: “reviews on LCD lighting systems”, or “what’s the best LCD lighting system?”
Evaluate keyphrases are typically a mix of branded and non-branded keywords
Branded: company names, product names
Non-branded: features, specifications, comparison
NO MORE KEYWORD DATA
It’s now much tougher to measure Organic Search, especially as it relates to measuring your optimization efforts. As you probably know, you can no longer see which keywords were entered by visitors to your site from Google organic search.
What you can do about it? You can extrapolate using data from known keyword visitors from other search engines organic traffic (Bing, Baidu, Yandex, etc.) and from paid search data to estimate broad metrics such as the percentage of brand vs. non-brand keywords.
This takes a bit of effort and typically B2B search volumes at the keyword level are low so you’ll only get directional estimates. However, keywords will still be the foundation of your SEO program.
*NOTE: BtoBeacon highlights things that change per phase or are unique to a given phase. We also highlight recent major high-level developments that all marketers need to know. This site does not try be a comprehensive practitioner’s guide to executing robust programs. But many best practices don’t vary phase and are not included here. So, here are the best guides that we’ve found for optimizing each activity.