SEO in B2B without knowing who is visiting is wasting money

Every day SEO (Search Engine Optimization) companies offer their services in order to increase the number of website visitors for your website.
Blogs mention or comment about these companies like The Search Engine Herald.

Increase number of visitors is not good enough

Just increasing the number of your website visitors is not the goal in B2B, as visits are not leads.
You need to increase the number of visitors from companies and not residential Internet surfers.
Moreover companies that are from the market segment your products are suited for.

Big catch, no food

How can any SEO consulting service promise you any better lead generating results as they can’t show who is visiting your website before and after their services?
It is like fishing with a net and not counting the number of consumable fishes.
Big catch, no food.
So you can fish more ‘waste’ by increasing your SEO, if you don’t know who you are fishing.

Website visitor identification by company name

Knowing the visiting companies is the first step for SEO in B2B.
Website visitor identification by company name should be included in any SEO offering allowing to know your current number of:
- Residential Internet visitors
- Company visitors from your market segment
- Company visitor outside your market segment

Currently SEO consulting services just try to increase the total number of visitors, and they just hope the number of visiting companies from your market segment increases too.
It can be they just increase the number of retail/residential visitors: worth almost nothing.

Increase the number of visiting companies from your market segment

You are wasting money by inflating the total number of visitors and gambling on the hope that there will be more interested companies for you products.

Thus the next time a SEO company offers their services ask how and what they measure or count. If it is just the number of visitors and the number of pages visited, then tell them you are not interested.

They should account for the increase in number of visiting companies from the market segment your products or solutions are aimed at. As effective as possible.

This adds one more possible reason for SEO consulting services might have no future as John Hargaden questions.

Still there are other reasons to be wary of SEO services companies as Aaron Wall explains.