Sector specifications 'attract new customers'

23rd January 2008

Highly-specific and obscure keywords can attract quality B2B customers, firms have been advised.

Galon De Young, managing director of Francis SEO, told SearchNewz.com that B2B marketers are often missing out on potential sales by forgetting about certain high-value words or phrases.

He explained that employees in purchasing departments often become frustrated by using traditional search words to find alternative suppliers.

Mr De Young believes that these searchers often use more creative and specific terms such as numbers of specifications or codes, which then leads them to believe the firms which appear are an industry authority.

"Not only are you likely to be one of only a handful of potential suppliers in the search results, but your knowledge of obscure specifications creates credibility in the mind of the searcher," he claimed.

He advised firms to include and optimise sector-specific information to attract more customers.

Google is currently the leader in the search engine world, performing 66 per cent of all US searches in December.