Marketing Optimization
The list of approaches used by the optimizer:
| Marketing optimization В2В | In this case marketing is aimed at searching new commercial partners in the business environment. We should warn from the beginning that it is a hard task, since it does not permit subjective representation of the company and its products. This means products and services for business should be represented only from practical point of view. This should be taken into account when drafting text content and distributing links in it. |
| Marketing optimization В2С | This task is easier, but at the same time it is connected with substantial share of creativity and requires innovative approach. The company’s products in this case are offered to an average customer who chooses products and services not as a professional, but as an amateur. This means that bare digits are for such amateur are boring and uninformative. You need a catchy text and rich illustrations. |
The goal of the modern commercial website design is selling services or products. This goal is the main and all online 
marketing capacities are used to reach this particular goal. Being in the TOP is more important for optimization in B2C scheme. The website targeted at sales to individuals should have higher position (in top three) in search results, bright design and convenient software to make quick purchases “here and now”. The situation with B2B marketing is slightly different. In this case design heads for back and text content becomes first. Search marketing also looses its positions, because “specialized” websites are rarely created for occasional sales. The website marketing heads back, but does not loose its positions.
For example, the main specific of the search optimization for a multipage website of a furniture factory or a metalworks plant is technical specialization where it is more complicated to distribute keywords. In addition, the text should be written for people who visited the website for purpose, and, probably, already have a range of similar offers. Since the sales in this business niche are connected with large amounts of money the competition will be tough. And the first impression from your website will have the major impact on the decision of the potential client. The main difference of the websites marketed in B2B sector is plenty of texts giving full answers on any questions that an average client may have. If the websites targeted at clients that are individuals use graphics as their main weapon, then the websites targeted at companies focus on texts. They should be optimized very carefully avoiding excessive extravagance that may frighten a conservative client. The websites for companies are easier in programming. Usually, it is not needed at all. Purchasing expensive equipment or ordering services from a big enterprise requires long negotiations and collective decision making. That is why no one is hurrying a potential client who represents a company, but at the same time online marketing is made is such a way that the website be easy to find using certain search requests.
Loads of technical terms in the description of the product offered by the company is an important feature of search marketing. There are a lot of such requests, because the offered products and services usually cannot be described briefly and a potential client enters in the search field various words that are more or less associated the item that he is searching for. The more complicated the product offered by the company is, the wider will be the list of keywords from which the semantic kernel of the website will be formed. The psychology of the websites occupying B2C sector is aimed at motivating for immediate purchase.
Comparatively low price of a product or a service, and usability of purchase making are the additional motivation for a visitor. Since a majority of text content on such websites is replaced by graphics the search optimization may be slightly complicated. From other point the search optimization for B2C sector is free from technical terms which significantly facilitate work of optimizer.
Additional convenience when working with B2C websites is the fact that they are usually marketed using famous brand names that gives to the optimizer many opportunities in search marketing, especially if one or another brand appearing on the pages is the its highest popularity points and ensures permanently high demand. Even taking into account high competition among similar websites the marketing will go clock-work! It is more difficult to market special equipment and services without high demand in everyday life, for these reasons the optimizer tries to keep every request. That is why we need the extensive list of keywords mentioned above.
In any case working with both ways of search optimization requires excellent knowledge of search algorithms of the search and indexation of websites by search engines, and not only national search engines, but also foreign ones.
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