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President, Print Oasis Print Buyers Conference

Connecting with Print Buyers

By Suzanne Morgan

About Suzanne

Suzanne Morgan is president of the annual Print Oasis Print Buyers Conference (www.printoasis.com) and Print Buyers Online.com, a free educational e-community for print buyers and their print suppliers (www.printbuyersonline.com). PBO has more than 11,000 members who buy $13 billion a year in printing. PBO conducts weekly research on buying trends and teaches organizations how to work more effectively with their print suppliers.

 

Is Your Company Practicing SEO?

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What’s the first thing a print buyer does when considering a new print supplier today? The answer, of course, is to Google them. Obviously, being listed on online search engines is directly related to the amount of traffic your website generates. The higher your website ranks on a search engine, the greater the chances a potential lead will click through to view your content. As you are probably aware, search engines such as Google, Yahoo and MSN use algorithms that web crawlers use to rank pages, and savvy printers know how to take advantage of the system.

Yet our research at Print Buyers Online.com has shown that printers are lagging behind in such marketing efforts. In January, we asked our print supplier members, “What efforts does your company take to ensure search engine optimization (SEO) for your website?” Surprisingly, only 50% of our members are taking strides in this area. Forty percent said they were planning to incorporate SEO into their future strategies and 10% said they were not interested in this process.

This is in stark contrast to an October 2008 study conducted by the Aberdeen Group, which found that 71% of all industries are now implementing formal search engine marketing initiatives. Yet our data demonstrates that many printers are not taking the initiative to ensure the highest online visibility for their organizations.

To learn how your company can get in the game and be found more easily by print buyers, see Suzanne Morgan’s upcoming article entitled “Best Practices in Search Engine Optimization” in the March edition of Printing Impressions magazine.

If you are practicing SEO, beyond creating descriptive Meta tags and URLs, what efforts are you taking to ensure search engine optimization for your company’s online presence?

Industry Centers:

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COMMENTS

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Most Recent Comments:
Alexandra West - Posted on March 04, 2009
SEO is the generic term for optimizing your site for natural (read: free) search engine results. It's hard, takes time and lots of patience.

The correct question here should be "what are printers doing for online marketing". SEO is only one part of the mix, which should also include social media, blogging, website optimization, pay per click, etc...

Creating compelling content is #1. I spend most of my time creating content that is good, helpful, and that people want to link to. I write 2 blog articles a week which generates more leads than anything. In addition I manage a LinkedIn and Facebook group for my product, which also generates clicks and leads.

I think your poll was inaccurate, though. 50% practicing SEO sounds pretty high to me... I could be wrong, but in practice only 1 in 4 printing company sites even have proper meta tags.
Adam Webster - Posted on February 08, 2009
It is important to differentiate between website optimization and SEO. Website optimization includes the changes you make to convert a potential client into a customer. This is critical to a websites design. All the traffic in the world will not make money if it doesn't convert.

SEO refers to generating traffic through natural search engines. Targeting your site properly is critical and has worked very well for us.
Bill Munz - Posted on January 30, 2009
(Our) company web site was altered and has a more friendly layout, etc. However, only the competition comes up when Googling several keywords... not good. Obviously, it is far from being optimized regardless of its appearance.

We may not rely on it to find the prospect, but when the prospect is looking... why not be at the 'top-of-the-pack'.
Click here to view archived comments...
Archived Comments:
Alexandra West - Posted on March 04, 2009
SEO is the generic term for optimizing your site for natural (read: free) search engine results. It's hard, takes time and lots of patience.

The correct question here should be "what are printers doing for online marketing". SEO is only one part of the mix, which should also include social media, blogging, website optimization, pay per click, etc...

Creating compelling content is #1. I spend most of my time creating content that is good, helpful, and that people want to link to. I write 2 blog articles a week which generates more leads than anything. In addition I manage a LinkedIn and Facebook group for my product, which also generates clicks and leads.

I think your poll was inaccurate, though. 50% practicing SEO sounds pretty high to me... I could be wrong, but in practice only 1 in 4 printing company sites even have proper meta tags.
Adam Webster - Posted on February 08, 2009
It is important to differentiate between website optimization and SEO. Website optimization includes the changes you make to convert a potential client into a customer. This is critical to a websites design. All the traffic in the world will not make money if it doesn't convert.

SEO refers to generating traffic through natural search engines. Targeting your site properly is critical and has worked very well for us.
Bill Munz - Posted on January 30, 2009
(Our) company web site was altered and has a more friendly layout, etc. However, only the competition comes up when Googling several keywords... not good. Obviously, it is far from being optimized regardless of its appearance.

We may not rely on it to find the prospect, but when the prospect is looking... why not be at the 'top-of-the-pack'.