Large e-commerce sites have thousands, sometimes hundreds of thousands, of individual product pages. While performing SEO on such sites does not (thank goodness) involve manipulation of all those pages, each page element that will be used for SEO benefit (titles, headers, text, and meta tags) have to be painstakingly entered into a database. It is very rare to find that the existing database that a company has for each of its products contains all the elements necessary to use SEO as a successful marketing tool.

Once all of these elements have been added to the database, it is then necessary to make certain that the server is performing as it should. Then, you must ensure that each of the pages can be crawled by the search engine spider; so, often, the linking structure must be manipulated.

Using SEO as a marketing tool in B2B marketing is typically much easier, because a standard B2B site is usually built using simpler technology, and the individual pages physically exist on the server. In this case, each page is optimized for a few terms relevant to the business.

While a good SEO firm will spend more time on the marketing aspects of a B2B campaign (the overall goals of the initiative and the keyphrases that will bring the right kind of visitors to the site), the actual implementation of the elements necessary for SEO success is usually much simpler.

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