If your blog post ranks on the top of Google, this is something exciting for your business since it can enhance your brand image.
However, you need to emphasise how to convert the prospects to leads when you wish to make the best out of your B2B SEO strategies.
You might have already heard about the theoretical SEO concepts. But an ideal B2B SEO strategy is more about the type of content you rank for the specific keywords, without stuffing the search algorithms with too many backlinks of high authority.
The content on your website should be more detailed and highly actionable, moreover easier to digest.
Search Engine Optimization or simply SEO plays a vital role in the consistent B2B lead generation. This is a long-term game that generates high-end results through the relevant strategy.
According to Gartner’s research, online research consumes about 27% of the B2B purchase cycle. This means that significant time is spent on online research while talking about these long B2B purchase cycles.
When considering the total Internet searches, only 0.8% of people move to the second page of search engine results and click them.
Generally, this means you lose the major B2B leads and revenue if you don’t show up on Google’s first page.
In this blog post, let us illustrate the significance of SEO for B2B and the detailed steps to rank your B2B website.
What is B2B SEO?
The activity you perform to gain the high search engine rankings in B2B markets is called B2B SEO, Business to Business SEO, or B2B Search Engine Optimization. The core objective of B2B SEO is to earn quality-centric organic traffic to the website.
B2B SEO is not anything that occurs in a day, you can never view instant results with it. As per the general guidelines, you can see the SEO results only in 6-12 months post the implementation of B2B SEO strategy.
This is the reason why we say it is not easy to assess the SEO for B2B strategies. You will usually do a complete heap of optimizations at the same time. So, how do we identify the activities that produce the greatest impact?
This is almost impossible, but when you ask which activities that drive the greatest improvement for your users, this should be the question for a valid answer.
Imagine the instance where the website load time experiences an increase of about 0.1 seconds, it drives fewer results rather than enhancing the content quality significantly.
B2B SEO Vs B2C SEO: A Quick Comparison
So, let’s now understand the difference between SEO for B2B companies and B2C markets. The objectives of both are different.
While the primary goal of B2C SEO is creating the website traffic that generates prompt purchases, the B2B SEO deals with leveraging awareness and quality leads which can finally turn into sales and conversion deals through B2B SEO strategies.
Nevertheless, the buying process of B2B is complicated when compared to that of B2C markets. So the SEO in B2B aims at creating utmost trust with the B2B customers.
In the B2B segment, you can build content that supports and give answers particular to the research questions of B2B buyers. It gives more emphasis to building trust and the sales cycle becomes less complicated.
Why B2B SEO strategy
Why does HubSpot receive organic hits of more than 15.9 million every month? One of the core reasons why B2B SEO hits success in the sales, marketing and SaaS platforms is the B2B Search Engine Optimization.
The reason why a site hits organic hits can be due to its ranking in the #1 posts on Search engine results for the user’s most searched queries. B2B customers need to determine if the vendor could be trusted and reliable, and has good knowledge of what they do. Through a custom content marketing strategy, your business can satisfy these criteria and influence the deviated users easily.
Let’s bring down a list of reasons why SEO is significant for B2B firms:
- Elevates the user experience
- Places your company on top of the industry
- Minimizes you depending on the paid ads
- Improves website traffic
- Enhances the conversion rates
- Helps to scale market share
- Keeps you over the competition
How to build a B2B SEO strategy
Many businesses think about ranking on the top pages of Google. The concern is knowing how to crack this strategy and making sure what the users search for.
To develop a successful SEO strategy, the SEO for B2B companies should depend on the right terms that impact ranking. Your business won’t make anything good only if you rank number one on the terms the user search for.
You can get some traffic from the keywords with high search volumes, but this can’t result in sales since it is not a perfect customer profile, hence these visitors won’t be interested in what you have to offer.
It is not easy to rank the target keywords in Google. You can’t simply publish the content, insert random terms, and think it would rank.
The following steps can help you build an SEO strategy for B2B companies.
1. Build a buyer persona
The initial step to put together the B2B SEO strategies is to develop the buyer persona, which is a detailed description that defines the prospects. When you determine the buyer persona, this is completely straightforward for B2C firms. The target customers while you sell video games, would be gamers of all types.
But this is not the concept with the B2B companies. You have to consider who you should reach in the business that suits your customer profile. For instance, when you offer IT management software, you need to create the buyer persona for decision-makers or IT directors.
Collect information about the prospects, their demographics, pain points, and the channels or platforms they use. You can then create various customer avatars that indicate the numerous segments of specific customers. This becomes easier when you start to research the keywords and build the content.
2. Perform keyword research
For B2B SEO, keyword research is a crucial component. It lets you analyze the terms the prospects search for on Google to inform the buying decisions. Let us understand a few ways to get the relevant keywords.
Google is the ideal place you can begin with– type the seed keyword, and you can see a bunch of autocomplete suggestions. Also, you can search with the alphabet letter to gain more suggestions.
Further, review the Search Engine Results Page (SERP) and search the “ People also ask”, to see a list of the common queries the others might have asked.
You can scroll down to the page to view the additional search queries list. All keywords you see are worth targeting. Also, your competitors become another source of relevant keywords.
Type the seed keywords and find the sites that rank on the first page. Using rank checker tools, you can understand the terms your competitors rank for.
For instance, when we type “ used cars for sale” and get into the top results, the tool can show up many keywords you can target. Pay most attention to the CPC while evaluating the keywords.
This is because the high CPC results in high user intent– which means the companies will be willing to advertise particular keywords on Google ads.
3. Optimize the product/service pages
After you identify the best keywords, it is time to optimize your web pages. Here are the tips to move forward with your on-page B2B Search Engine Optimization.
- Add the keyword in the title tag, header, and the subheader tags
- Include an ideal meta description
- Add the descriptive Alt tags to the images
- Utilize short, specific, and SEO-friendly URLs
- Insert the internal links to the significant content
Also, make sure that you optimize the entire content. Here is something you need to know about SEO optimization in a nutshell.
The search intent is the objective that the user has while he searches for a particular keyword. The types of search intent are informational, navigational, and commercial, transactional. Analyze the search results for the specific keyword to understand search intent.
The long-form content is something above 1000 words and usually ranks higher when compared to short-form content. Target the comprehensive content, and also don’t include fluff in the content just to increase the word count.
Nobody would be interested in reading huge blocks of text. Instead, you can break the content with headings and subheadings to enhance readability and user satisfaction.
Never stuff the content with too many keywords. Also, don’t use the same keywords too many times since it can sound more robotic. Add semantic keywords, ie. the related keywords with variations naturally but don’t go too much overboard.
4. Build content for the complete buyer’s journey
The content of the winning vendor has a great impact on the buyer’s decisions. To drive great results with an SEO strategy for B2B, you should consider the complete sales cycle.
The perfect strategy for B2B content marketing that fulfils every stage of the buyer’s journey can bring your prospects a step closer to completing the buying decision.
Following are some content types to create for each stage of the customer’s buying journey.
Awareness: The prospects identified the problem but were not aware of the solution. You can help it out with whitepapers, blog posts, ebooks, etc.
Consideration: The Prospects might consider various solutions, whereas yours might be also included. Here this includes webinars, videos, and reports.
Decision: The prospects are willing to make the buying decision. This could be in the form of landing pages, case studies, vendor comparisons, etc.
5. Market and create backlinks to the content
One of the most vital ranking factors is building Backlinks from various websites. This is a matter of confidence, where more backlinks mean you tell Google that the content is valuable and great to rank in the search results.
This is how you can promote the content and earn backlinks.
Perform outreach: extend your reach to the partners or suppliers you work with and send a link request.
Guest blogging: Publish the content on the other websites, which is called guest blogging. When you build backlinks this way, it needs more effort, but can enhance the rankings and win more traffic to the site.
Social media: Use social media which drive more attention like LinkedIn and Facebook and identify the link partners.
Create a resource: Build a helpful resource to build good quality backlinks. This can be either an interactive app or a calculator.
6. Implement technical SEO optimization
Technical SEO can support Google to crawl and index the B2B website. It can also provide an ideal browsing experience for website visitors.
Here’s a quick checklist to optimize the technical components of your website:
- Work on the loading times
- Make the site mobile friendly
- Add an XML sitemap
- Debug the crawling errors
- Include structured data markup
- Fix or eliminate the broken links
- Eradicate the duplicate content
- Utilize the canonical tags
Wish to see how well optimized your website is? While you had to pay a huge sum of dollars in the past to an SEO company for an audit, nowadays the SEO reporting tools can bring you comprehensive feedback in no time.
SEO B2B is a significant strategic tool that aids businesses to develop the target audience with great conversions and considerable brand awareness.
Once your strategy is ready, you should enter the phase that involves continuous optimization and consistent link building.
Try finding out ways to improve the content of your site and explore opportunities to gain authority links. This way, you can witness your website’s organic visibility and increase in traffic.
Pay attention to the audience, their requirements, and the concerns they need to solve and place your business with the right solution.