SEO - think long-term

"White hat search engine optimization (SEO) principles that apply to B2B online marketing also apply to B2C, but B2B is otherwise a different animal," writes Nick Stamoulis in an article at MarketingProfs.

In other words, SEO is simply not the same strategy for B2B as it is for B2C. And to get the most from your B2B SEO, you'll need to:

Understand your sales cycle. "SEO is a long-term effort," Stamoulis says. "If it takes six months to ramp up your SEO program, you have to wait that long, plus your sales cycle time, to be able to determine ROI." Without knowing the right timeframe, you might end up killing an SEO program before you have the chance to measure its success; be patient.

Mix up your keywords. Potential B2B customers will search for a variety of terms, so optimize for each of these categories:

• Branded. Some of customers will search for specific model names, spec sheets and instructions; be sure your branded terms rank well. 
  
• Nonbranded. "These are the highly searched, competitive, and relevant keywords that someone who has never heard of your company can use as a search perimeter and still find your company," he explains. 
  
• Demand Generation. Don't forget niche keywords used within your industry—especially those you yourself have coined. "If you develop specific keywords for your products that no one is searching for, you have the opportunity to build a whole new set of keywords that you own," Stamoulis notes. "For instance, HubSpot created the term 'inbound marketing' and built a successful business around it."