Facebook logo Google Plus Logo Twitter Logo LinkedIn Logo YouTube Logo RSS Logo

Social Media Logos Chain Links Boats in a Row Keys to Success

Engage with your customer.

Accommodate the wants and needs of your customer when they’re
asking questions about the product or service you offer.
Learn More

Achieve higher sales.

Make your sales funnel larger by increasing the amount of people
who visit and buy from your website.
Learn More

Ignite positive word-of-mouth.

Help convert your prospects into customers with positive online
reviews and social word-of-mouth.
Learn More

Get found more often.

Grab the attention of your customer when they’re
looking to buy what you’re selling.
Learn More

Paid Search Marketing

Paid search marketing offers precise targeting and measurability, as well as tremendous reach. This online advertising medium makes it possible to achieve a high return on investment on a large scale.

Learn More


Search engine optimization - or SEO - involves building new websites, or changing existing websites, so that they rank higher in a search engine’s natural listings when users search keywords that relate to its content.

Learn More

Reputation Management

Customers are using online reviews, social word of mouth, and other online content to form an opinion about your company. We encourage your customers to leave positive reviews while addressing the negative.

Learn More


Why B2B Brands Have a Link Building Problem

There are a limited amount of B2B brands that are still doing a good job of corporate storytelling in 2013. The ones who are excelling include Cisco, Boeing, and GE, but there still are many B2B brands that have a long way to travel. You may be wondering: how does corporate storytelling play a role in SEO strategy and link building? We would have to follow up by asking: Remember how I mentioned the year we’re in, you know, 2013? 

Link building is an important part of SEO, but B2B brands are much better off telling their story to acquire links and traffic. The best online B2B marketing pushes corporate messaging even further, and it turns into stories about customers, people, advocates, and influencers which plead to be shared. 

The Lay of SEO Land in 2013

Search engines are cracking down on sites that are getting links and traffic from bad neighborhoods, and they’re also making a point to prove that they’re after quality, original content that helps your customer. In the top highlights of Search Metrics’ 2013 Ranking Factors, they conclude that “good content is always important: it comes to quality.”

Social signals also have more correlation with higher rankings, ultimately making online conversations surrounding your brand a pivotal part in both SEO and storytelling. Search Metrics goes on to say that a lot of brand pages lack on site optimization, but they have a lot of good links and social signals that rank them in top positions.

Bottom line, webmasters need to take out the dirty laundry and clean up their link profiles. We’re still seeing signs of B2B brands buying links or pursuing every low-hanging directory. It’s time to turn the industry’s attention to website content creation and social media marketing that fuels rankings.

Storytelling with Marketing in Mind

Storytelling isn’t just for established B2B brands that have the resources to execute like Boeing and GE, but they’re good for learning a thing or two. GE has a rich history filled with stories surrounding manufacturing for aviation. They put a lot of this content of GE Reports, a resource for stories and web-based articles and videos. These stories aren’t just interesting, they leverage thought leadership and show GE as a top innovator.

Building up brand awareness is also something to consider, and it’s something you can do while creating high-quality content. For instance, when you create an Ebook, how-to guide, or white paper, try and develop a strong PR and social campaign to connect relevant audiences to your content. If your story is good, you’ll have influencers and media interested in your story. All of this hard work is what Noggin considers link building - NOT soliciting links from spammy sources.

Like GE, storytelling can be done through on-site content. too. You may want to consider shifting your focus to building a quality website that is friendly to users. It’s seldom we come across regional, or even national B2B brands that have top competitors with optimized sites. By making website usability a top focus in building links, you can see:

  • Higher conversion rates
  • Customers spending more time on your site
  • Brand recognition that makes customers come back.
  • Thought leadership

There are still a lot of technical SEO correlations with higher rankings. Search Metrics’ study showed that URL length, position of keyword in your meta title, and existence of meta description to be the most important technical aspects.

Short Term Link Building (if you must)

There are always a plethora of short-term link building strategies that can prove successful:

Existing Brand Mentions 

We just talked about brand awareness and storytelling, so why not look for sources that are already mentioning your name, but not providing a link. This strategy can build links on relevant sites that already talk about your brand, and they can drive qualified traffic from audiences that will make a purchase.

Look at Competitor Links

The SEO landscape of B2B brands is not very well developed, hence why we’re writing this article. You should look at the links your competitor possesses, check to see if they’re from legitimate sources, and look for outreach opportunities there. 

Build Relationships with Bloggers

Wouldn’t it be cool if a small/mid-sized B2B brand reached out to Noggin about linking to them through a follow-up article? Truth is, small-time blogs still do look for link exchanges and relationship opportunities. Start a conversation with these bloggers and see if there would be any opportunity to be featured in an upcoming article. 

Looking Ahead

Long-term SEO and link building opportunities will always garnish the most valued links. They often have the power of building a strong online presence and will establish you as a thought leader in your industry. Heck, a mid-sized IT firm might have some proprietary way of showing how much energy your building consumes. Why not leverage that and develop case studies of how it makes a difference for building operators?

PrintView Printer Friendly Version

EmailEmail Article to Friend

References (1)

References allow you to track sources for this article, as well as articles that were written in response to this article.

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>
« 3 Reasons Why SEO Content Creation is Perfect for SMBs | Main | Email Marketing Levels of Permissions and Consent »