Businesses should not underestimate the importance of good site architecture to drive business-to-business (B2B) online marketing efforts and, ultimately, conversions.

This is according to Galen De Young of Search Engine Land, who said in a recent blog post that not enough B2B websites implement the correct architecture to boost organic search engine optimisation (SEO), making it difficult to attract prospective customers and increase sales.

He explained that focusing on simple factors such as relevant keywords and their appropriate placement across the website, along with good linking policies that not only leverage these key terms but also make the website more usable for potential customers, can do much to enhance marketing and conversion operations.

"Create a site that has sufficient landing pages for each of your desired search terms and your content will be organised into a logical, user-friendly architecture that responds well to organic search," Mr De Young stated.

Last year, a survey of 70 e-commerce professionals by technology firm SiteSpect suggested that improving conversion rates and enhancing website usability were the top-ranking priorities for internet-based retailers.
 

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