A comprehensive B2B SEO guide
SEO is downright one of the most important channels for customer acquisition for B2B companies. These organisations try to build a robust organic presence across all stages of the buying process to guarantee success.
That said, developing this organic visibility online comes with its unique challenges. For instance, B2B strategies are vastly different from B2C strategies. A B2B buyer is more sophisticated with comprehensive knowledge about the product category. As a result, decisions can involve multiple touchpoints, and the stakes are much higher.
To help you out, Nhance Digital works with a team of experienced SEO experts to help you make better business decisions. Being one of the top digital marketing agencies based out of London, we provide comprehensive SEO solutions to improve the organic reach of your business.
In this guide, we take a deeper dive into the essential components of B2B SEO and how you can formulate a B2B SEO strategy for your business.
What is B2B SEO?
Like any other SEO strategy, B2B SEO also aims to increase the organic traffic to a webpage by improving its SERP rankings. A successful campaign will result in the website appearing in front of the people actively searching for the products and services in question to subscribe or purchase based on their requirements.
SEO for B2B is not a cheat sheet. Instead, it is a series of on- and off-site optimisations and tweaks to your website and its content to align it better to the requirements of search engines.
Despite a different target audience, the basics followed by an SEO company in Glasgow remain the same. The three pillars of SEO, i.e., on-page technical, on-page non-technical, and off-page optimisations, are all still applicable, just with a different approach. Let’s take a look at how.
How is it different from B2C SEO?
An important thing to consider when formulating a B2B SEO strategy is that people buying products and services on behalf of a corporation have different purchasing habits than those buying for themselves.
There are four main points of difference between B2B and B2C SEO.
• B2B SEO focuses more on low volume keywords. You need to dig deeper when searching for keywords and find search queries that align with the intent of your audience.
• Content is created for decision-makers instead of a broad audience, so it needs to be more tactical than emotional. It needs to demonstrate your expertise to build confidence with your buyers.
• Keywords that you target usually have higher CPCs. Higher the CPC, the more valuable the traffic is. Higher CPC keywords are the ones that actual buyers search for before making a purchase.
• B2B SEO places minimal to no focus on social media marketing. The aim is to drive sales and not interact with a broader audience unless called it is for, so there is a focused social media campaign, e.g., LinkedIn Pulse, etc.
Formulating a B2B SEO strategy: the basics
An effective B2B strategy is based on the following five steps:
1. Building the decision-maker persona. Since the buyer is a business instead of a person, the better you know your audience, the better you target them.
2. Targeting BOFU keywords, which are the search queries people type when they are ready to purchase a product or service. Note that these keywords do not get a ton of searches.
3. Finding TOFU topics to create fiercely helpful B2B blogs. Here, your target is to convert passive readers into paying customers in the long run.
4. Optimising the product and service pages to rank higher on the SERPs. You want your page to appear in front of the buyers and guide them on their purchase journey.
5. Building quality and quantity backlinks for the B2B website to improve credibility and trust score on Google’s books.
While SEO for B2B might look simple, executing it for visible ROI requires tremendous commitment and consistency. If all this looks too daunting a task, Nhance Digital is here for your rescue. Our SEO experts will consider your business requirements to create a B2B SEO strategy with guaranteed results. Ultimately, you need to consider three things: your audience’s needs and pain points, how you can cater to them, and how to appeal to the search engines simultaneously.