Searching for information online is now fraught with problems and frustration. Try it. Run a search for ‘b2b marketing’ on Google, Twitter, anywhere you like and see what pops up. Do you locate the best, most desirable suppliers and sources of information? Or the best promoters?
If we turn the notion of search engine optimisation on its head, it’s actually easy with a little understanding for businesses to rank well on search. How? By carefully manipulating certain keywords and running it through their meta structure, copy, content, sitemaps and tags and positioning themselves vaguely on those keywords even if it is only part of what they do and where they want to be.
There are lots of charlatans who understand how to do this, who jump aboard the bandwagon when it’s convenient to do so. It’s a shame that only now when b2b marketing is developing some cache are we seeing more experts, more specialists, more gurus and more agencies trying to cash in.
But then isn’t it like that in all walks of life?