31 Aug '15, 1pm

Why Category Search Investment is Key to B2B SEM Success

When it comes to selecting the right keywords for B2B SEM, not all terms are created equal. Different terms appeal to different audiences, depending on where they are in the sales funnel. Start with the four Cs of search terms: company, category, compete and content. “Company” is an obvious one; these are the brand keywords or brand terms someone uses when searching for your business. Since these terms are highly specific, the folks using them are generally further down your sales pipeline; they might already be customers or have engaged previously with your business. You’ll find them in the Evaluation and Decision stages of the sales funnel. The same goes for “compete” terms; these are the search terms B2B influencers use when they’re weighing their options and preparing to make a final decision.

Full article: http://www.semrush.com/blog/why-category-search-investmen...

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