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What are our customers’ thought processes?

There’s a lot written about the importance of search intent (also called user intent) in B2B SEO, and rightly so. However, many of the requirements for this fall into place if we just take a more considered view of the way prospects might get to our products.

The key is to think about the thought processes that customers are going through. For example, supposing we sell blue widgets, which are an alternative to using red sprockets, which in turn are being discouraged because of flange safety legislation. Many blue widget suppliers would have a page explaining the flange safety improvements offered by their products. Customers might make searches that would lead them to this; but more likely they would start with researching flange safety, get confirmation that red sprockets were a problem, and then look into red sprocket alternatives.

Websites selling blue widgets that did not have content detailing why blue widgets were an alternative to red sprockets on flange safety grounds would miss out on some of the most important search traffic. Too much marketing content is reluctant to discuss alternative technologies, product types – and even suppliers – by name. Search engine success requires a more analytical and ruthless strategy.