SEO – Successfully Leveraging Organic Search During the Evaluate Phase


Keyword research: As before, you will have identified the top keywords and keyphrases that each persona is using to search in this phase. You can read more about this in the How-To Guide: Know Your Customers.

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


BE FOUND: Optimize your resources to help your prospects find them in search results.* We’ve listed some great SEO guides on our Resources page

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.

Seth Dotterer BtoB SEO and Organic Search Expert

Expert Advisor:  Seth Dotterer

Vice President, Marketing and Product at Conductor, Inc. / Conductor
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Seth Dotterer BtoB SEO and Organic Search Expert

Seth Dotterer

Vice President, Marketing and Product at Conductor, Inc. / Conductor

Seth Dotterer leads the marketing and product teams at Conductor, responsible for branding and communications, marketing strategy, demand generation and strategic product positioning of Conductor’s SaaS SEO platform, Searchlight. Dotterer guides the highly talented Conductor team to establish product roadmap and manage its successful execution. With over 15 years of online marketing experience, Dotterer has worked with both startups and the Fortune 100 to develop effective marketing strategies and to utilize technology and metrics to increase sales and profitability.

Prior to joining Conductor, Dotterer worked for consumer electronics manufacturer, Turtle Beach, in a variety of product and marketing roles. As head of Marketing, Dotterer managed the successful market placement and deployment for over 80 products in 11 product segments.

Dotterer is the co-organizer of the 1,400+ member SEMPO NY (Search Engine Marketing Professional Organization) Meetup group. He graduated from Franklin and Marshall College with a degree in political science