Gartner Research

Laying the Foundation for Effective SEO and SEM Strategies

Published: 03 July 2019

ID: G00389465

Analyst(s): L2 B2B Team

Summary

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

Introduction

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

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client