Gartner Research

Laying the Foundation for Effective SEO and SEM Strategies

Published: 03 July 2019

ID: G00389465

Analyst(s): L2 B2B Team


Search plays a critical role on the B2B buyer journey but marketing leaders should expect increased scrutiny of these SEO and SEM programs’ effectiveness. Use this research to create strategies for dealing with obstacles to success, like technical site speed and paid search visibility.

Table Of Contents


Key Recommendations

  • Challenges With Site Speed and Site Performance
    • What Is a ‘Good’ Site Speed Score?
    • What Other Technical SEO Measures Do I Need to Address?
  • Ten Steps to Better Site Hygiene and Performance
    • What Steps Can I Take to Get Started on Site Hygiene?
  • Getting More Out of Organic Search on Google
    • What Are Google Knowledge Panels and How Do They Help My Brand?
    • What Are Sitelinks Results on Google Search?
    • What Are the Benefits of Expanding Deep Link Results on Google Search?
  • Charting a Course With Paid Search
    • What Are the Obstacles to Paid Search for B2B Brands?
    • How Should B2B Brands Approach Their Paid Search Strategy?

Recommended by the Author

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