Whoever said B2B was boring?

I came across this interesting post on Search Engine Land the other day. It discusses tips for creating SEO optimized copy for B2B applications, which is something I had never considered before, but makes perfect sense. Search Engine crawlers at least attempt to read all text on a given page, so why shouldn't site copy be written in a style that plays off this knowledge? Read the full post for more detailed information, but here are the highlights:

"Watch the lingo
Make sure to use generic terms on the page. In most cases, B2B searchers are more likely to use generic terms than brand names. Proprietary brand names tend to be unusual, so searchers Googling for one of your brand names will likely find your site quite easily. Go ahead and use the brand name in copy, but make sure you also include the generic terms just as much, if not more."

"Remember the long tail
Before you even start to write copy for a given page, you better know the likely long-tail words B2B searchers may also include in their queries. While the keyword focus of the page may be "conveyor systems," your target prospect for that page may also be entering words like "distribution", "sortation", and "full-case" when they're searching for a solution to their problems. Good B2B SEO copyrighting seamlessly includes these long-tail words."

"Long copy is good
In B2B, long copy is a good thing. It gives you the opportunity to explain attributes and benefits that aren't readily apparent. It gives you the opportunity to differentiate your company's products and services. Longer copy is also good for the search engines. It gives them a better opportunity to assess the focus of the page and the depth of information on the page. When you write long copy, however, remember to also break it up with keyword-rich headers and tag them with H1 or H2 tags."