23rd October 2012

Is it Possible to Over-Optimize a B2B Website?


In a word, “yes”. You can actually harm your online B2B marketing by trying to use too many keywords and designing your site to please Google rather than your human visitors.

If your page doesn’t read well because of over-optimisation, or if you advertise something that is irrelevant to what you do, people are more likely to leave your page without taking action.

This is poor marketing and poor SEO because Google can actually track this. Google monitors how long people spend on your page and what they do there.

So if people are leaving your page and going elsewhere, Google knows about it and penalises your page for its perceived lack of relevance. Your site’s ranking therefore decreases – not a great outcome, is it?

Instead, focus on the following SEO practices that will see your site work its way up the rankings :

  • Have a text-based website, or text where Google can’t see images
  • Use Keywords in your content
  • Use Keywords in your Metadata – title and description
  • Use Keywords in your anchor text—NOT ‘click here’
  • Link to other relevant pages on your website
  • Change and add content to your site often
  • Use the alt-tag function – it gives images a description that Google can analyse.
  • Take your copywriting seriously – it’s 90% of the work involved in optimising your website!

In summary, avoid any temptations to use too many keywords or write content that is not relevant to the page title.  Following the steps outlined above will ultimately create more lead generation and give you the chance to make more sales.

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About James Eastland

Creating Customer Communities for companies selling B2B is my passion—shortening their sales cycle and building market leadership. My role sets the direction and vision of Lead Creation, tapping into the online experience of our large team of young professionals to implement cost effective strategies for B2B businesses.

One thought on “Is it Possible to Over-Optimize a B2B Website?

  1. Thanks for this advice, James. Still voyeuristically watching and listening to you. Hope you are well. WLC.

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