B2B SEO Strategies: The Complete SEO Guide for Your B2B Business
Garnering customer attention is crucial for any company, irrespective of its business model. Especially in the digital era, if you are not visible to your customers, your enterprise does not exist.
Since you offer products and services to other companies, you might think this does not apply to your company. However, about 81% of B2B purchase cycles begin with a web search.
On top of that, as per Google, an average B2B buyer would go through 12 different searches before interacting with a website. Hence, if you want your company to succeed under these circumstances, you need an effective B2B SEO strategy.
What is B2B SEO?
Before you delve into building a strategy for your company, you must understand what it means by B2B or Business-to-Business SEO.
It is a digital marketing strategy specifically planned to push B2B websites to the top of search engine result pages. Unlike the traditional B2C optimization strategies, it does not target the general mass. Instead, it focuses on keywords that affect the head decision-makers of enterprises and companies.
It is a cost-effective and highly promising method of generating leads for your business. This is because it does not just randomly bring traffic to your site but channels potential customers, improving conversion rates and sales.
What Are the Different Aspects of B2B SEO?
Much like any optimization approach B2B SEO also has three fundamental aspects to it. These are:
- On-Page SEO: This mainly deals with optimizing the content on different website pages. Some On-page SEO techniques would be optimizing Metadata, headers, images, and user experience.
- Technical SEO: With the help of Technical SEO, you improve your website’s loading speed and ensure crawl bots can navigate through your website.
- Off-Page SEO: Off-page optimization involves fetching backlinks and traffic from different channels.
Even though B2B search engine optimization approaches seem ordinary on the surface, they are particular in the application. For instance, the keyword research process is not based on what the general mass searches but on what thought leaders from other enterprises look for.
Importance of SEO for B2B Websites
In the current day and age, most purchases result from an online search. And from what was mentioned earlier, it is no different when a business owner also plays the role of the consumer.
Instead, one needs to pay special attention to converting another marketer and making them their client. This is because a general consumer might purchase due to a trend or impulse, but a business owner would constantly assess the pros and cons.
Hence, a website must have a robust B2B SEO strategy that does not just put it on the right SERPs but convince its traffic to purchase as well.
So, if you want to make it big with your B2B site, create a plan that answers the following questions:
- What are your targeted business industries?
- What are your targeted businesses looking for?
- How can your services or products help their cause?
- What value will your assistance bring to your customers?
- In what ways can you convince Google about your siteâ€™s credibility?
If you can find accurate answers to these questions, your optimization strategy will bring success. But this process can be time-consuming and requires a clear idea about the market.
Hence, do not waste your time creating something ineffective, and hire a B2B SEO agency if you are unsure.
What Is the Difference Between B2B and B2C SEO?
Since the crux of both B2B and B2C optimization remains the same, people are often confused between the two. However, there are clear distinctions that you can understand through the following pointers:
1. Target Audience
A B2C targets a vast consumer base that is looking for the same product or service. On the other hand, B2B focuses on marketing managers, CEOs, etc., for conversion.
2. Backlink Building
B2C link-building strategies are relatively easy as they can link to multiple websites. But a B2B SEO strategy for link building is significantly complex and involves in-depth research and tracking clients’ online behavior.
3. Performance Indicators
Unlike in B2C strategies, quality is not the deciding factor in a site’s success. Instead, the quality of business executives is more important to a B2B company. This is mainly because B2B sales are not instantaneous like B2C and take weeks or even months to process.
4. Marketing Goals
Since the sales process takes longer, B2B SEO marketing also focuses on long-term lead conversion. On the contrary, a B2C optimization strategy is all about getting clients on board and making the purchase or booking something.
5. Targeted Keyword
A B2C company requires high-volume keywords that are from the searcher’s point of view. However, B2B companies look for technical, transactional, and informational keywords with low search volume.
Tips to Create a Complete B2B SEO Strategy
Now that you understand how different the two optimization strategies are, you should also get that simple B2C SEO will not work for your B2B business. If you are wondering how to create the perfect SEO strategy for your B2B business, here are some tips to help you out.
Tip 1. Research for Relevant Keywords
The importance of keywords has been discussed throughout this file. Hence, you must understand already how essential it is to find the right keywords for your website.
So, before you start with your research, think about your keyword goals, analyze your target audience, and list relevant topics.
Once you have all these data, your need to:
Step1: List the keywords that match your data and make topic buckets of similar ones.
Step2: Check the sites that are currently ranking high for your target keywords.
Step3: Create unique but relevant content on the topic buckets and answer the probable questions of your clients related to it.
Make sure you are using these phrases naturally, and one would not be able to detect them easily. Also, include long-tail keywords to make your content very specific, attracting a small group of interested individuals.
Tip 2. Conduct B2B Content Strategy
The content marketing strategy plays a very important role in SEO and brand building. When developing content for B2B SEO, you need to keep in mind that you are writing for decision-makers and not impulse buyers.
A great way to attract executive officials is by creating personalized content that speaks to their concerns and provides solutions for the same.
You can create personalized content by:
- Collecting information about your targeted audience via emails, mobile surveys, registration forms, etc.
- Analyzing the collected data and understanding your audience’s needs and how you can fulfill that.
- Leveraging hotspots to frame targeted content pieces for your site.
Apart from this, you also need to ensure that your content fulfills search intent properly.
You can also hire a B2B SEO expert to help you frame the right kind of content for your business.
Tip 3. Improve Your Siteâ€™s Technical Optimization
Simply creating informative and attractive content is not enough; you also need to ensure that those pages are performing well. This is because only then your audience can consume them, producing your desired results.
Hence, optimizing your site’s technical aspects is extremely necessary. You need to do things like:
- Using HTTPS SSL certificate instead of HTTP.
- Improving site load speed as much as possible.
- Implementing structured data markups.
- Optimizing Meta description and URL.
While these are the fundamentals that you should definitely practice, they are not enough. So, if possible, hire a company offering B2B SEO services and let professionals handle other critical aspects.
Tip 4. Implement an Ongoing Link Building Campaign
Backlink building remains one of the two most crucial optimization approaches to improving SERP ranking. Hence, you need to have an ongoing process of link building that will regularly provide your site with inbound links.
However, you need now simply bringing excessive inbound links will not improve your siteâ€™s rank. You will have to ensure they are of high quality as well.
You can achieve that by creating aesthetic, informative, and engaging content to which authoritative sites would want to link back. Other than that, you can also leverage the benefits of social media, outreach, guest posting, etc., to channel traffic back to your content.
Even though it might sound straightforward, gaining a backlink is really stressful and requires skills. Hence, if you do not have the time to invest and master the art, hire a B2B SEO company. The professionals know exactly what would work for your site, saving money and bringing better clients.
Tip 5: Create an Impactful Buyers Persona
Even though your target audience is not mere buyers but other company executives, they also have needs and expectations.
Creating an impactful buyer persona lets them know that they are seen and that their concerns are valid. The more relatable your assumed persona is, the better will be your conversion rate.
Since you are targeting niche businesses, your target audience will already be concise, and with a defined persona, you can hit the nail where it works.
To create a persona, ask yourself questions about things you want to know about your clients. This can include their trusted resources, educational background, their position in a business, etc.
Note that almost everything that is your strategy depends on the persona you create. So, if you do not feel confident, hire a B2B SEO firm.
Tip 6: Understand Sales and Marketing Funnel
Targeting company officials is a lot different than targeting the general mass. So to expect you actually sell something, you need to understand sales for your company’s marketing strategy.
A great way to ensure sales would be creating compelling content for every stage, ensuring one does not leave midway.
The sales and marketing funnel of a B2B company has the same stages as that of a B2C one that is:
In this particular order.
However, how you optimize the content for these stages differs in both. For instance, consumers of B2B services will spend more time in the research stage than someone with B2C needs.
You have to conduct surveys and audits to assess where your target audience spends the most time in the funnel and optimize that for better results.
Why Should You Consider Professional Assistance?
A B2C company shows faster results compared to its B2B variants. Hence, B2C companies can experiment with optimization tactics and build strategies as they go.
However, you cannot do the same for a B2B SEO strategy as the process is slower, and it would take months to understand if something works or not. A professional, on the other hand, will not experiment with strategies.
Instead, the agencies offering SEO for B2B companies will know what your site needs and offer that without any hiccups.
Note that you are trying to please other business owners who know how conversion and customer attraction work. So do not experiment with procedures and get an experienced individual on board to optimize your site.
Optimizing a B2B business website is not a new concept. However, using explicit strategies for a business-to-business site is something that most people are yet to realize.
Get ahead of your competitors by using an effective B2B SEO strategy and showing your clients that you are the most viable option for their business. Though you might think it is a piece of cake and you can do it by yourself, the procedure requires market experience.
So not, do not risk your site’s performance and hire a professional to take your place to new heights.