A B2B SEO strategy can be tricky – you need to generate strong search engine rankings, but you also need to make sure that you’re reaching key people in your industry in order to drive sales.
There isn’t just one solution for effective B2B SEO, but there are some things you can do to improve your company’s visibility and connect with the right people. Here are some key SEO strategies and best practices to keep in mind as a B2B company.
What’s in a B2B SEO Strategy?
Don’t neglect relevant, low-volume keywords
The keywords you focus on are one of the most important parts of making a page search engine friendly. When you’re selling a product directly to customers, you’ll generally want to focus on high volume keywords to generate as much web traffic as possible.
However, the marketing strategy with B2B products and services is a bit different. B2B products usually have a very specific function, and the people looking for them are using very specific search terms in order to find what they’re looking for. As a B2B company, your ideal keywords may not be the ones with the highest volume, but instead might be the ones that your ideal customers are looking for. It might take some more research than normal to find the most effective keywords for your product.
Cater your B2B SEO strategy to every decision-maker
Another way that B2B SEO varies from traditional consumer-facing and eCommerce SEO is that you need to win over many different people in order to make one sale. A B2B product may need to be approved by a director, manager, technical expert, or even an executive before the purchase is finalized. Therefore, you need to use many different keywords to make sure you’re reaching all of the different types of people who might be shopping for your product.
See who’s outranking you
One of the best ways to find good B2B SEO keywords is to look at your competitors, particularly competitors who are already successful. See what keywords they’re using – as part of their B2B SEO strategy – and how they’re ranking for them. This might be a good place to start with keyword research and link building analysis for backlink optimization.
You can also look at successful blogs and online magazines in your industry that your customers are likely to read. Chances are, they’re using keywords that your customers will be searching for, and you can use this to your advantage.
Use conversion-focused landing pages to finalize sales
Once a potential customer has clicked on your search engine listing, you’ll need a quality website that will ensure good conversion rates. A good way to turn clicks into sales is to make high-quality landing pages. You can even implement different landing pages for different types of web traffic to create a more personalized experience.
There are tools you can use to easily create quality landing pages that will work with your existing website and B2B SEO strategy to drive conversion.
People shopping for B2B products and services don’t often make a purchase the first time they visit a website. Developing a relationship via a high-quality landing page will keep people coming back and increase your chances of eventually making a sale.
Don’t forget the human
When optimizing a B2B website, it can be easy to think about the companies you are selling to and forget that humans are the ones ultimately making the purchasing decisions. Make sure all of the content on your website is informative, easy-to-read, and addresses the pain points that your customers have.
Forming an emotional connection with one decision-maker can go a long way to convincing an entire company to use your product. Every so often, do a gut check to make sure you’re still putting the individual first in your strategy.
Check out the Segment SEO Blog for more SEO strategies, tips and best practices.