By Derek Edmond
In the summer of 2013, I wrote about the need for B2B SEOs to understand marketing automation technology. My introduction for the column detailed that there were twelve major mergers and acquisitions in just over two-and-a-half years. Organizations spent millions to acquire some of the top vendors in the space.
We worked on an SEO program in the same keyword space during that timeframe. I can attest that all of the major players had robust content marketing programs, high quality inbound links, and were visible for highly competitive search engine results.
A new player in the market might spend tens of thousands of dollars in AdWords for the same keywords. Competitive organizations were producing dozens of content marketing assets on a monthly basis in an effort to acquire traffic, leads and impact SEO.
Imagine losing all of that value if the purchasing organization simply shut down the acquired website!
While it’s true that many acquisitions are much smaller in impact than the scenario above, there still can be SEO value to be realized. For example, we have one client that has completed three acquisitions in the past six months; each acquisition represents a new SEO opportunity.
In this column, I will review the SEO priorities B2B marketers should consider when their organization acquires another business and what they can do to maximize organic search engine presence.
What SEO Has To Do With B2B Mergers & Acquisitions
Quite simply, an acquired organization’s website has some level of search equity — it has most likely acquired inbound links and mentions which have had an impact on their historic search performance and (ultimately) ability to generate leads through organic search.
Take a look at the SEO profiles associated with these three marketing automation vendors (all three have yet to be acquired or have gone public, to the best of my …read more