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Do B2B Websites Optimize Content for Search Engines?
Search engine optimization has been exercised for a very long time. It is not an exact science since the nature of the major search engines is to constantly change algorithms used to display search results. Therefore, the science of search engine optimization always depends on algorithms that are usually protected from the eyes of curious Webmasters.
Even though the search algorithms are usually a top secret there is a known common sense pattern regarding these algorithms that search engine optimizers follow. Getting high quality links, and preferably natural links, pointing to a Website is the oldest trick in the book.
In the past year or so more attention is paid to on-page factors. At the end of the day Website's content is the key ingredient that identifies any Website. Here we are going find out if B2B Websites optimize Web pages for search engines applying known common sense patterns to on-page factors.
The first data table and bar chart shows the relationships between the title of a Web page and other page parts including text and headings. The title tag is without a doubt one of the most important part of a Web page that is intended for findability.
| Title Relationships (percentage) | ||||
|---|---|---|---|---|
| Observed Element | B2B June 2009 | B2B May 2010 | B2B August 2010 | Prominent SE Position |
| Title Words in Alt | 17.1% | 18.6% | 16.9% | 16.7% |
| Title Words in Text | 96.4% | 96.6% | 95.3% | 94.5% |
| Title Words in Meta description | 76.9% | 77.3% | 75.9% | 71.8% |
| Title Words in Keywords | 75.4% | 72.9% | 71.7% | 68.0% |
| Title Words in Links | 72.2% | 76.3% | 73.6% | 76.6% |
| Title Words in H1 | 21.6% | 24.1% | 24.7% | 23.7% |
| Title Words in H2 | 12.6% | 15.6% | 16.3% | 21.0% |
| Title Words in H3 | 9.4% | 11.3% | 10.8% | 13.5% |
| Title Words in H4 | 3.0% | 4.7% | 4.9% | 6.1% |
| Title Words in H5 | 2.4% | 3.0% | 3.4% | 2.2% |
| Title Words in H6 | 0.8% | 0.8% | 0.6% | 1.0% |
The next data set shows the relationships between Meta description and other page parts that contain textual content. The Meta description is in much use and major search engines and many smaller players use it to display Web page summary in search results.
| Meta Description Relationships (percentage) | ||||
|---|---|---|---|---|
| Observed Element | B2B June 2009 | B2B May 2010 | B2B August 2010 | Prominent SE Position |
| Title Words in Meta description | 76.9% | 77.3% | 75.9% | 71.8% |
| Meta Desc Words in H1 | 19.2% | 22.7% | 23.5% | 17.3% |
| Meta Desc Words in H2 | 11.7% | 14.2% | 15.6% | 17.9% |
| Meta Desc Words in H3 | 8.8% | 11.9% | 11.6% | 13.2% |
| Meta Desc Words in H4 | 3.0% | 4.7% | 5.1% | 5.9% |
| Meta Desc Words in H5 | 1.9% | 2.6% | 2.8% | 2.0% |
| Meta Desc Words in H6 | 0.6% | 0.4% | 0.4% | 0.4% |
| Meta Desc Words in Text | 81.2% | 81.0% | 79.9% | 75.7% |
| Meta Desc Words in Alt | 15.6% | 17.8% | 15.6% | 14.4% |
| Meta Desc Words in Link Text | 67.7% | 69.6% | 67.9% | 65.1% |
| Meta Desc Words in Title Tag Attribute | 28.0% | 32.6% | 32.4% | 38.5% |
The next data set shows the relationships between links and other page elements that describe content. Since links play such an overwhelming role in search engine algorithms it is possible that the text of links matters and its relationship with other page parts.
| Link Relationships (percentage) | ||||
|---|---|---|---|---|
| Observed Element | B2B June 2009 | B2B May 2010 | B2B August 2010 | Prominent SE Position |
| Title Words in Links | 72.2% | 76.3% | 73.6% | 76.6% |
| Meta Desc Words in Link Text | 67.7% | 69.6% | 67.9% | 65.1% |
| Meta KeyWords in Link Text | 59.2% | 58.5% | 57.3% | 58.3% |
| Link Words in Title Tag Attribute | 11.1% | 13.0% | 13.7% | 20.5% |
Overall the B2B Websites we observed show strong optimization signs and especially regarding patterns that have been used for years such as connecting title, links and heading level one with other page parts with textual content.
The above data shows little changes on the observed elements between years. Are B2B Websites losing optimization opportunities or have they found the secret formula for search engine and content optimization?
Related links:
- Top 10 Usability Guidelines for Designing B2B Websites
- Top Ten B2B Website Tips
- 5 B2B Website Mistakes Your Company is Probably Making
Related video:
Social Media & B2B Marketing
Filed under: B2B Websites , Html Tag Analysis , Optimizing Web Sites
Posted by: Webmaster on : September 2010
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