Skip to main content

Web 2.0 Social Tagging Sites, Part 4: B2B Traffic Building

Does Web 2.0 social tagging help drive B2B web traffic? There is a general sense that the answer is "yes" due to both direct referral and its impact on SEO, according to sources such as Profitimo, Anything Goes Marketing, WebProNews, Digital Telepathy and others (even Larry Chase recommended social tagging to improve SEO in a recent newsletter). However, there's been a shortage of quantifiable data. Blogger extraordinaire Paul Dunay is working on a survey of Web 2.0 lead generation tools, but the results haven't been released yet. So, I started an experiment last month to provide some metrics.

First, anecdotal evidence from two clients. Client #1 created a glossary of terms specific to its industry niche. The day the glossary web page was launched, I tagged it on 40 social bookmarking sites. There was no other promotion or announcement, and we all know that search engines don't pick up new pages immediately. The result? By the end of the first week, the glossary was the fourth-most-visited page on their site.

Client #2 was struggling to get top search engine rank in a crowded field (network monitoring). Three weeks after tagging a thought-leadership piece from the site on 40+ Web 2.0 sites, the company achieved first-page position on Google for a dozen key search terms (in the top three spots for half of those terms).

For the WebMarketCentral web marketing site, and this blog, SEO improvement was modest: little impact on Yahoo or MSN, and an average of an 11-spot improvement on Google. Why? It depends on the number of existing relevant external links to a site; the fewer the number of pre-existing external links, the greater the impact social tagging will have.

Still, the Web 2.0 social tagging experiment did show measurable, positive results on both blog and site traffic. As this chart shows, five-month trendline growth for was 19%; in the 30 days following social tagging, traffic increased by 33%. Search traffic was at the level expected, but direct links from Web 2.0 social tagging sites accounted for 40% of the greater-than-anticipated growth.

Blog traffic showed a similar increase, from an expected trendline increase of 8% to an actual increase of 21%. Additional search traffic accounted for 6% of unexpected growth, while direct links from social networking sites accounted for the entire remaining 94%.

Conclusion: Web 2.0 social tagging drives significant, quantifiable increases in B2B website and blog traffic through both direct links and improved search engine rank.

Previous articles in this series:
Web 2.0 Social Tagging Sites, Part 1: Alexa Rankings
Web 2.0 Social Tagging Sites, Part 2: The Worst
Web 2.0 Social Tagging Sites, Part 3: Special-Purpose Sites


Terms: Web 2.0 tools, social bookmarking, B2B, SEO, Profitimo, Anything Goes Marketing, Larry Chase, WebProNews, Digital Telepathy, Paul Dunay

The site for website marketing strategy resources:

The only Minnesota-based marketing agency focused exclusively on B2B IT marketing and PR: KC Associates

Contact Tom Pick:


Popular posts from this blog

Digital Marketing for Law Firms, How Hard is it?

A lot of "verticals" or industries make sense for digital marketing and the whole process can be very easy and intuitive. For instance, if you are running a Search Engine Optimization company, it's very straightforward to content market:

1- Write blogs or articles about SEO
2- Try to answer questions people have about SEO
3- Optimize those blogs around what the questions are and what you are saying.

But what about an industry that is a lot more complicated and not very straight forward? What about marketing for lawyers?

ACE, one of Philadelphia's top Law Firm Marketing companies, just posted this extremely helpful blog about why SEO is important for Law Firms. It delves into exactly how to do the job for a complex industry like the law and its practitioners.

One of the key points in the entire article is: "If your customer journey does not have a use for search services, then you'll never see SEO campaign results."

We recommend reading the whole thing. …

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Tip #2 to Improve your Digital Marketing

Spend Wisely Each platform used to market online provides you with a different value. You need to analyze which outlets you should invest more time and money into, and which ones are not as important. Some platforms that work well for one company, yield little to no results for another. You need to find the one that suits your business goals the best. Digital Marketing is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Marketing Consultant at Smemark:

“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new an…