Ideally, search engine optimization helps to create not only the first encounter but also multiple subsequent encounters throughout the buying cycle.

The primary intent of business-to-business searchers is research and education—and you can use this fact to develop a rich relationship with them over time. Your site should contain a generous amount of optimized educational content. This helps prospects both find you and get to know your firm and your approach in a non-invasive, largely anonymous environment.

As prospects learn more about your firm and its offerings, they will become more comfortable in letting you know who they are in exchange for more information.

While much of your Web content should be open to all, you should reserve a certain amount of valuable content available by registration only. That registration will give you valuable lead information.

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