The B2B SEO Opportunity In Organizational Mergers & Acquisitions

By Derek Edmond

B2B SEO for Mergers & Acquisitions

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

Source:: SearchEngineLand


Better Results Start Here Call Now 231-680-0624
 Organic SEO
Rated 4.8/5 based on 38 reviews
Web Design Traverse City
Rated 4.8/5 based on 19 reviews
Rated 4.7/5 based on 36 reviews
SEO Companies
Rated 4.8/5 based on 29 reviews
Social Media
Rated 5.0/5 based on 12 reviews
Reputation Management
Rated 5.0/5 based on 16 reviews
Google Penalty Recovery
Rated 5.0/5 based on 9 reviews
Web Design
Rated 4.7/5 based on 47 reviews