The practise of Search Engine Optimization has been around and a popular choice for countless businesses. For many B2B businesses, implementing a B2B SEO strategy is a requirement for meeting a very niche audience. While the general concept of SEO for B2B is the same as SEO for B2C, there are a few basic areas where they differ. But firstly, what is SEO? Keep reading our B2B SEO guide to find out.
What is SEO?
There are many different types of SEO techniques. B2B SEO involves using a combination of SEO techniques including keyword research and metadata analysis to reach your desired audience. Running a technical SEO audit can help you identify how successful your B2B SEO strategy is, or if you need additional help with your B2B SEO solutions.
There are 4 key elements to B2B SEO that you need to ensure are optimised fully. With these elements optimised, you will quickly be able to see the real benefits of SEO. As with any form of SEO, you should use white hat SEO. This will ensure that your website isn’t blacklisted by any search engines.
Technical SEO is the process of ensuring your website meets the basic technical requirements of search engines in order to organically improve search rankings. The main elements of technical SEO include crawling, indexing, rendering, and website sitemaps.
Content SEO is the process of creating relevant content that will get you seen by search engines. It involves researching what your key B2B audience are looking for and providing content that answers their queries using specific keywords.
On-Page SEO is the process of optimizing the content you have made. On page SEO factors include the meta descriptions, title tags, alt text on images and structured content so information is easily discoverable by search engines.
Off-Page SEO is also called backlinking. It is where you have high-quality pages or people link back to your content or website when discussing a specific and relevant topic—this increases your perceived expertise and engagement.
B2B SEO vs B2C SEO
The general concept of SEO is the same for both B2B and B2C. In practise, B2B SEO is a lot more complex than B2C SEO.
With B2B SEO, your typical audience isn’t a broad demographic; you’re directly going after a highly specific group of professionals. This means the content you are creating won’t be relevant to a wide audience. In doing so, you will be using keywords that don’t have a high search volume, but have a good click through rate. This is called using long-tail keywords.
With B2B SEO, there is a slower conversion rate than with B2C. This is because the decision making process is longer with B2B. Many professionals consume a significant amount of content before making a decision; if you can help provide them with the required content, you will likely see a conversion.
How to Build a b2b SEO strategy
We have pulled together a B2B SEO best practices guide to help you implement a B2B SEO strategy.
Create a buyer’s persona
A key element of B2B market research is creating buyer personas. This is exactly the same as a customer persona and includes details about who they are, which industry they are from, their job title, who they are making a decision for and more. The more details you can include, the more relevant your content will be.
Conduct keyword research
Researching keywords will inform you how many people are searching for a given phrase. Keyword research will help you build your buyer persona and guide your content strategy. Keywording isn’t limited to search engines; you can use social listening tools to see what people are discussing online and analyse your brand sentiment.
Optimise technical and on-page SEO
Optimising your technical and on-page SEO will give you the best starting chance of being discovered. Depending on your website design, you may have built-in SEO enhancements.
Create relevant content
You should start your content creation by making content for each sales stage and ensuring each piece of content is optimised with SEO strategies using the buyer personas you created. This could involve creating a dedicated B2B SEO blog. Sometimes B2B content can be incredibly boring, so make sure to maintain a professional but casual tone of voice.
If you already have content on your website, go back and reassess the keywords used. Remove and under-performing keywords and add in new ones. In addition, add in relevant photos and videos.
Promote your content
Using authentic and relevant backlinks will make your website look more authoritative. Through website backlinks and social media posts, you can position yourself as an industry leader and favourite.