B2B SEO vs. Business to Business Search Engine Optimization

We have been running a Google AdWords campaign for some time promoting KoMarketing Associates’ focus on B2B SEO.

I thought it would be interesting to share a small portion of the data we have collected.

The table below highlights search impressions for some of the keywords we have been advertising (but not all of course!). The data was gathered from May 2007 through February 2008. The data set is by no means complete.

We do not run our ads 24/7 and only target the U.S. We also use a number of negative keywords to screen out poor-quality searches for our business, which means that the broad match and phrase match terms in the table below only capture a portion of all of the potential searches for variations of “B2B SEO”, “Business to Business SEO”, and the “search engine optimization” versions.


Bottom Line:

  • B2B” beats “Business to Business” almost 15 to 1
  • SEO” beats “Search Engine Optimization” 2.5 to 1
    • But this is slightly skewed by the focus of our ads of course. A quick estimate using Google’s Traffic Estimator tools shows that SEO likely beats Search Engine Optimization 3.2 to 1.

What Does This Mean?

  • Searchers (at least sophisticated business searchers) may be more apt to use acronyms than spelling the whole term out.
  • This data helps us with organic optimization – we know what to target. We always tell our clients that running a PPC campaign brings more than just direct, qualified traffic.
    • The cost of clicks can be thought of as a market intelligence expense as well as revenue/lead generation (of course this is unlikely to help marketers unlock funds from additional budget areas for PPC!).

I also thought it would be fun to show some data for the Google AdWords campaign I have been running for my own name:


Bottom Line:

Andy” beats “Andrew” (I like to be called Andy so that’s how people are most likely to look me up anyway).

But, my guess is that the real winner is James Komack and/or Admiral Komack because James (a distant relative – now deceased) was responsible for TV hits like Welcome Back Kotter, Chico and the Man, and The Courtship of Eddie’s Father, not to mention directing an episode of Star Trek where “Admiral Komack” was named after him (and Trekkies seem to search for that quite a bit).

In terms of bidding simply on the last name Komack, I of course added negative keywords for James and all the other Komacks that I know, so it’s interesting to me that there is still some decent search volume for a fairly obscure last name.

What Does This Mean?

  • It’s fun to bid on your own name!
  • I’d like to think that in the realm of Komack-searches, I do beat out my father and my mother, who both own their own businesses and probably have their share of some of the overall impressions for our last name. There are others out there as well, but I’m betting that my family has the market cornered on this one…

“The team @ KoMarketing Associates clearly understands how to effectively utilize all methodologies of search engine marketing and builds powerful programs to achieve outstanding results. The team they have constructed is not only professional but fantastic to work with.”

— Chad Beasley, Vice President at Delivery Agent

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