As a frequent attendee of marketing conferences I’ve lost count of the number of times I’ve heard speakers tell their audience that SEO is incredibly simple, it’s just about having great content.

Not while this may be true in theory, many businesses are understandably sceptical about whether they have the necessary manpower or expertise in-house to regularly produce high quality content.

So at our Funnel event yesterday, which is part of the Festival of Marketing, it was refreshing to see Search Laboratory’s John Readman back up his words with a relevant B2B SEO case study.

SEO is very important for B2B businesses as 21% of all traffic to B2B sites comes from search engines, with around 90% of that portion coming from organic search.

Search Labs requires all staff members to produce content based on their area of expertise, it’s not just about the marketing team. 

And to prove how content can impact SEO performance, in the week’s leading up to Funnel Readman’s team produced an infographic that gave advice and information on ecommerce in Russia.

It’s a timely topic as many UK businesses are currently aiming to expand internationally and it’s also relevant to Search Laboratory as it provides international SEO services.

A Google search for ‘ecommerce in Russia’ reveals that Search Lab’s own site is way down in 17th place on page two (though it’s page one for PPC), however the infographic appears in the top three places for natural search as it’s hosted on third-party sites.

These posts all contain links back to Search Labs, which gives it an SEO boost but also directs people interested in Russian ecommerce back to the agency.

One of the sites was our own ecommerce blog, which means that the infographic has been tweeted to our 150,000 followers.


The hard bit of achieving this exposure is obviously the outreach that comes after you’ve produced the content.

Readman said this requires a well-executed programme and process that begins with research into what your audience wants and who the key influencers are.

By analysing the kind of content these people are sharing and also evaluating competitor brands, businesses can develop a content strategy that will hopefully appeal to the target audience. 

Similarly, referencing key influencers or asking them to contribute to content or research increases the chances that they will share the content with their community and link back to your site. This will then encourage others to share it, which hopefully creates additional links, and so on.

Collecting the data

Search Labs hosted the infographic on its own site, which allows it to capture data from those people who come through to the landing page.

There are two separate data capture forms, one for newsletter sign up and the other to request a call back.

David Moth

Published 9 October, 2013 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (5)


David Quaid


I've enjoyed reading this - its very balanced and accurate, you're painting a trustworthy picture of SEO and Content Marketing, and I strongly applaud your writing.

You haven't chosen to adopt a side or position but to share how people should really go about this.

I just have one question - the 21% of B2B traffic that comes from search - I was just curious as to what this number was made from and where (geographically). Also, do you know what the other 79% was made up of (proportionately)

almost 5 years ago



@ David Moth

Thanks for a well reserched article. According to me a informational pictograph has more value than a interesting content. Because people likes to save the time at the same they also require to get the information what they require. I pictorial representation like infographics when used along with social media could boost any b2b business.

almost 5 years ago


Justin Belmont

You give some great concrete examples of how to engage customers after you've created great content. Encouraging customers to follow up with you for more information, or asking fellow content creators to guest post on your site, both help you expand into part of a larger conversation. The more people who are interacting with your content in one way or another, the better your search engine results will be.

almost 5 years ago

John Readman

John Readman, CEO at Ride25

@David Moth -

Thanks for covering the presentation on the blog.
If you want to see the full slide deck from this presentation you can view them on slide share:


almost 5 years ago


Julian Bradder, Director at Agilis Digital Ltd

Outreach and planning it is perhaps one of the most important elements of marketing for B2B. Audience, persona and relevance. In the context of inbound marketing, is this the new prospecting?

over 4 years ago

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