Hollywood talent scouts are all abuzz. Tinseltown telegraph rumors have been confirmed. KYKLO’s Managing Director, Ryan Francis, has been selected to appear in the September 7th edition of FPDA’s Webinar Series. Experts say the key to a great presentation is to speak about something you are excited about. We believe Ryan has this one nailed. His presentation is titled: Content is King! How to be Found without Paying the Extra $$.
Search Engine Optimization (SEO) is an important topic which unfortunately is rife with rumors and misconceptions. What’s worse, there are hundreds of companies dishing out bad advice and a few charlatans peddling snake-oil that could easily be labeled as old-fashioned scams. A Google search on the phrase “SEO scam” returns over 6 million hits.
The truth is SEO done right works. Once a person understands some of the basics, it is possible to put SEO to work in your company. Distributors and manufacturers can design their site in a way that allows customers to find the right products to make informed buying decisions.
In a totally non-commercial format, Ryan will explain that being found isn’t about product data, pretty pictures, and cool descriptions. Instead, a company’s website needs to be configured in a way that allows Google – and ultimately your customers - to find you and your products. Using real world examples, he will be showing the good, bad, and the ugly of web-based content.
This is timely because, sadly, our research indicates most organizations still don’t quite understand the concept. A whitepaper authored by The Distributor Strategy Group employing KYKLO deep analysis called The Manufacturer Omnichannel Index states, “Only about 50% of manufacturers have a Good or Great rating for SEO on the selected SKUs.” Little things matter.
Extending this SEO discussion, many companies fail to provide the right structure in building their websites. Even if found by search engines, it does little good to be on anything but the first couple of pages. Going once more to the whitepaper, “Shockingly, more than 70% of manufacturers have a Bad or Sub Par rating for their own search engine ranking. We all know how important it is to be ranked high on the SERP (search engine results page).”
It is interesting to note how our industry has wrongly carried practices from paper catalogs to the web-presence. For example, the industry standard of 200-character descriptions made sense when optimizing the number of pages consumed in the catalog. However, the internet is different. The more descriptive the content, the easier it is for a user to find what they need.
Thinking of this demonstrates that distributors cannot count on a very large percentage of their supply-partners for ecommerce data.
Ryan tells us the main objective of his presentation can be boiled down to three important points.
None of this is new to KYKLO’s clients. KYKLO has extensive global experience in designing both content and the webshop platforms required to bring in customers.
We are honored to be viewed as one of the thought leaders in the world of Industrial B2B commerce by an ever-widening group of people. Sharing our expertise is part of our company DNA.
For those of you interested, the webinar will be held September 7, 2022 / 12:00-1:00PM
If you happen to miss this presentation but would like to arrange for your own discussion of the material, don’t hesitate to give us a call.
If you are wondering about our membership in FPDA, you can read more about it here: https://www.kyklo.co/fpda-membership
Check out KYKLO CEO Remi Ducrocq's Keynote Speech at B2B Online 2022!