How do your B2B customers search for business-related information online? There are two primary paths they can take. Many people enter a keyword or phrase and sift through the results. That path leverages the power of search engine optimization or SEO to get business web pages ranked by search engines such as Google. For example, a busy university cafeteria manager might enter the phase: “campus foodservice prep savers.” Based on a recent search, her SEO-driven results would include: A listing of food safety practices An article on ways to “get free food as a broke college student” Offers for foodservice training courses Meal delivery services for college students Guidance on tipping