Search marketing should be a top priority for organizations in any industry. But B2B search marketing efforts take a slightly different form than the tactics used in consumer focused SEO and PPC programs . Typically, B2B markets are smaller, products and services are more complex, and sales cycles are longer. Therefore, B2B marketers must think a bit differently in terms of target keywords, online content and link building.

SEO came about soon after the advent of the web crawler. The commercial imperative was obvious - where there was web traffic, there was money to be made. Positioning a page first in the engines was pretty much a license to print money. Still is, of course...