In this technological advance era, SEO plays a vital role as a customer addition source for B2B companies. In a common perspective, most people think of an SEO strategy as ranking high in certain keyword searches.
But in the case of business-to-business companies, the approach changes from a broad audience to a particular one.
However, competent B2B SEO agencies will help you in formulating a proficient B2B SEO strategy.
Accelerating organic growth for a B2B company has its own exclusive difficulties. It is important to understand that there is a huge difference between B2B and a B2C business strategy. The key to success is the knowledge of how to approach these differences in mind.
In this article, we guide you through the complete B2B SEO strategy that will yield better results.
What is B2B SEO?
The main objective of business-to-business SEO planning is to enhance online organic search engine traffic and rankings.
A competent search engine optimization strategy helps a business’ website to actively connect with the people who are looking to engage the services that the businesses offer or are ready to buy the products they sell.
In the case of B2B marketing, it is all about the business between two businesses, one is selling and the other is buying. It is different from B2C, where a consumer is buying from a business. However, in both cases, the basics of SEO remain the same.
These basics are as follows:
- Technical SEO
- Content
- On-page SEO
- Off-page SEO
Some challenges accompanying the B2B SEO require to be addressed when formulating a strategy and these solutions must be following the customers they are marketing to.
Best Practices for B2B Company
It is difficult to execute the best B2B SEO strategy if you do not know where to start. It does not matter whether you are starting new or reassessing your old practices, an efficient approach is essential for success.
Businesses that are in the business-to-business domain know that catering to commercial or corporate business clients needs a specific approach. It is essential to craft your business marketing to your definite domain.
In the case of businesses that are present online, their marketing requirements are going to diverge from client to client. However, the basic approach for SEO remains the same irrespective across businesses.
Tips for improving B2B SEO Strategy:
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Thorough Research for your B2B site
The first and essential step for good SEO results is good keyword research. You can start by listing terms that you require to describe your products and by analyzing terms that customers might use to find them.
For targeting customers it is important to focus on the keywords that involve B2B terms that clients will be searching for. To get better results start to think about the terms that customers may be used to look for the products you peddle and add those keywords in your title tags.
The keywords that contain terms like “wholesale”, “bulk”, “commercial” etc are good to go and will help you to show your target shoppers about the services you offer. However, these terms may vary from industry to industry.
The quality of a good keyword is that it is accurate enough to help users in finding the product that they are looking for. But technical and industry-specific terms may have minimal search traffic in comparison to common keywords.
Different tools like Goggle Trends, Keyword Planner, Goggle auto-complete etc can help in searching valid keywords. These tools are a great medium to find out popular search queries relevant to your business.
In some cases, these technical tools also help you in finding out ways to reach your audiences when your B2b keywords and keywords users are using don’t match up.
To get better results you can narrow down your keyword research by adding location, industry and more. This information can also be used in writing title tags that lead the user to your site.
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Make sure that your content is according to Searcher
It does not matter whether your customers include individuals or businesses, you need to match your content with the searcher’s intent. By improving your title tags and meta descriptions, you can provide users with what they are looking for and then the content on your page will stick them there.
When you add proper and accurate product descriptions and information it will value your website and help in boosting your rankings. This will help you to reach the audiences who actually want to purchase your products and it also reduces bounce-back rates.
For better optimization of your site make sure that you will build your site where products should be easy to find, it is easy to use and all links must be working or redirecting. If a user comes across with error on your site, this will lead him to other sites.
To help business-to-business sites, on-page SEO elements like nav-bar design, site structure, internal linking etc play a vital role.
You can add priority keywords in the first 100 words of your content. However, this classic strategy depends upon the keyword rankings of any search engine. It is advisable to add your keywords in the first and last paragraphs of your content.
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Add Technical info in a Content
For a good online ranking of your website, you must create content that establishes your band’s expertise, authority and trust. Writing competent online content means increasing your SEO ranking as well as making your content more legitimate to savvy potential clients.
In case your site doesn’t comprise blogs, you can put focus on the product’s description and purposes. Adding licenses, sources of information and legitimate information on your about and contact pages is a better way to establish your site.
If you can help your customers in finding what they need on your website, you can increase your SEO score easily. You can include h-tags like H1s and H2s for the proper structure of your on-page text.
This will not only help readers in reading but also enhance your chances of appearing in top searches. The recent update in Goggle’s algorithm emphasized the expertise, authority and trustworthiness of a site.
In its Search Quality Evaluator Guidelines, Google lays out what qualified content looks like, and what “MC” (main content) should be like. They outline:
- The competence of the writer.
- The Authoritativeness of the main content and the website
- Trustworthiness of the Main content and the creator
Another thing you can include in your b2B SEO strategy is the use of schema markup ( known as structured data) for your website.
In real terms it is not a ranking factor for search engines, however, it can boost the visibility of your website in search results and enhance CTR by providing customers with important information.
Schema markup includes information like product price, user rating, brand, availability etc to the search result page just beyond the standard title and description.
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Taking the help of Analytics to track Goals and Conversions
It should be a regular practice for any e-commerce website to track goals and conversions with the help of Google analytics to increase their SEO rankings.
When you track your goals and conversions you get to know various things that will help you in coming out with a successful B2B SEO approach.
For example, the shorter session durations on your website will let you understand that you may require to re-evaluate keywords to better match with customers’ needs.
On the other hand, a long session duration will let you know that customers are getting what they are looking for.
It is of no worth if your website gets tons of views every day but the customers are not getting what they are searching for and your conversion rate is low.
For e-commerce platforms, it becomes crucial to track these efforts if you want to know how much customers purchase from your website. You can also pay attention to total revenue, revenue by product and day-to-day transactions to identify which page requires SEO focus.
It is simple, the more customers stay on your site, the more successful your B2B SEO efforts are.
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Building up your Brand’s Name
As we discussed above including blogs on your website helps establish your expertise and authority and it can also help in building your brand’s name. The more your content is shared and read by businesses and clients the more they will associate with your brand.
Apart from blogs, you can also use branding meta and title tags to build your brand. Whenever you get the chance to add your brand name to your title tags, you must put your brand name at the end of your title tags separated by a straight pipe.
This step will help to get better rankings and associate you with certain keyword searches. If you have the right domain and decent content, your site can easily rank#1.
To structure your titles there is no right or wrong, however, you must take care of a thing that you are writing for humans. As B2B SEO marketers you can keep it clean and professional. If you find it difficult to add branding in your meta searches then include it in the description.
When you are ready to include branding be aware of the fact that Google and Bing will truncate tiles that are too long.
From the above information, you can conclude that there are a lot of important factors that require for result-oriented B2B SEO practices.
These B2B practices include traditional SEO practices with more focus on industry-related goals. If you are going to make changes to your site, keep in mind that SEO is a gradual process and takes a time to show results, however with proper focus, efforts, and planning, you will increase your rankings and also maintain them.
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