The SEO trap
It is well known that most traffic on the internet comes via search, mostly Google, and that nobody looks past the first page of search results, so ensuring your site is optimised for search is vital right? Absolutely! But if you are a business-to-business company, operating in niche markets such as the water, energy, utility, infrastructure or local government sectors, then taking some mainstream advice on SEO can actually backfire and undermine your reputation. How B2B is different To understand this dilemma, first we need to look at some of the main ways that business-to-business (B2B) differs from Business-to-Consumer (B2C). B2C sales are often large-scale and transactional, the target market is large, the decision-making process is quick, and decisions are usually made by individuals. For example, someone might be looking for a new pair of shoes, they’ll search online, click some of the top results, [...]