If you run a business that focuses on business-to-business (B2B) connections rather than selling to consumers directly, you may find it difficult to create search engine optimization (SEO) content and leverage your efforts to get the right type of attention. Whether you have a strategy in place or not, the time to upgrade your B2B SEO strategies has arrived.
The entire ongoing optimization process involves a complex hierarchy of content and link building that creates the type of authority and relevancy that Google and other search engines love. Learn how to rank higher naturally, drive more organic traffic from the target business audience you need, and minimize your budget for paid advertising.
What Is B2B Search Engine Optimization?
B2B search engine optimization is the process of optimizing a website for Google and other search engines so that it appears as high as possible in the search engine results pages (SERPs) when people search for keywords and phrases related to the business. When a website is optimized in this way, it can bring more traffic to the site, leading to increased sales and revenue.
In a B2B company, you need to use different research techniques in order to find what companies search for when looking for another brand to do business with. According to Digital Authority Partners, this kind of research and the resulting SEO is one of the top ways to promote your products and services to other companies within your industry or outside it.
Many factors are part of a successful B2B SEO campaign, including keyword research, on-page optimization, link building, and competitor analysis. It is important to target the right keywords and phrases, optimize the website content and title tags correctly, and build links from reputable websites. And it is also important to keep an eye on the competition and see what techniques they are using to rank higher than your site.
Differences Between B2B and B2C SEO
The technical aspects of SEO remain the same no matter your target audience. There is only one search engine algorithm that judges the quality and relevance of any webpage or off-site efforts. However, you cannot use the same techniques and get the results you want. Targeting consumers focuses on large demographics or categories like homeowners, parents of infants, or amateur photographers.
Targeting businesses narrows your focus to specific decision-makers within companies, like heads of sales departments, CEOs, or marketing executives focused on specific industries and niches only. B2B lead generation requires a different type of strategy to push these targets into the sales pipeline.
B2B strategies have more complex funnels with additional steps, usually focus on keyword phrases with smaller search numbers and higher advertising costs, and must include more attention on the brand identity than the product and services offered.
How Do Business Targets Make Decisions?
One of the most important parts of implementing a successful optimization strategy is to understand who makes the decisions and how when it comes to B2B marketing. Once you know who makes the decisions within the companies you are targeting, you can tailor your marketing strategy to fit their needs and wants. While it is impossible to set up SEO for a job title, understanding what role they play can help. You would use different keywords and content types for CEOs, sales teams, HR professionals, or others.
Remember that most people make decisions based on practical facts, not emotions. When selling to businesses, be sure to consider the benefits of your product or service and how they can improve the target company’s bottom line. Being able to clearly articulate the benefits of your product or service will help sway decision makers in your favor.
Developing a B2B buyer persona helps. Understand both individual and company needs from a rational perspective. Companies buy products or hire others to perform services based on what practical benefits they receive. When you understand what they are trying to achieve, what frustrations they face, and their future goals, you can better tailor your content and other optimized marketing efforts to their interests.
Effective Strategies for B2B Keywords and More
Target keyword phrases focused on every part of the sales funnel to get the best results in a continuous manner. Start with those that cast the widest net and then narrow things down to lead your targets toward action. An essential part of the B2B SEO strategy involves effective content marketing just as it does for B2C brands. You may start with one page of your website targeting a more general phrase and then create a hierarchy of subpages or posts with more specific ones in mind.
The broad match keyword pages are bottom-of-the-funnel introductions to your company. It makes sense that the product or services you offer should also receive their own pages with more targeted keyword options. You can tell that any business representative who clicks through for more information is getting closer to contact or a sale. Above all else, make sure that you understand search intent and how to engage the target effectively with the type of content you share. Clusters and webs of content both on-site and off linked back to each other effectively makes the whole B2B SEO setup much stronger.
Not only should you use all the popular keyword research tools and major search engines, but it also helps to dive into what your competitors are doing to connect with their customers. Sometimes, this is the only way to oust them from top search engine result positions and improve your standing.
Although overall B2B SEO strategies align with the same best practices as those targeting consumers, there are differences that require more precise strategies. Once you understand who makes the decisions and how, you will be better equipped to research the most effective full-funnel keyword phrases and use them in your content and link building strategies.
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