While the fundamental principles of SEO apply to all websites, whether you operate in a B2B or B2C context, there are a number of nuances in the approaches required for B2B SEO. Typically, B2B companies contend with extended sales cycles, high-value sales and relationships that extend far longer than just a one-off purchase. Reputation is everything and your customers tend to conduct a significantly greater number of searches before committing to get in touch.
There is also a wider range of searches that your potential customers are searching for depending on ‘who’ is searching. For example, a more junior member of staff may have been tasked with finding vendors for your service, but a more senior member of staff may be searching for company and history information. Lastly, a more technical member of staff may be searching for more technical information about your product and service.
Given these considerations, I create B2B SEO strategies that enhance your search visibility precisely when it matters most, casting your company in the most favourable light at every phase of the buyer’s journey and establishing your business as an authoritative figure in your sector.
If I had to give one piece of SEO advice, it would be to position your brand as an authority in your industry. If you’re looking for details and the specifics of SEO strategies and tactics, read more article: B2B strategies for 2024.
Content marketing is vital for B2B SEO because it allows businesses to create valuable, informative, and engaging content that appeals to their target audience and more importantly – resolves any ‘pain points’ they may be experiencing. This content can include blog posts, e-books, webinars, and case studies that address industry challenges and provide solutions.
Technical SEO focuses on correcting various technical aspects of your website to ensure it’s search engine-friendly. This includes improving indexability, website speed, mobile-friendliness, schema optimisation, and fixing crawl errors. The technical aspect gains importance as your site grows, so it’s important that reviewing technical elements is priority.
To measure the success of your B2B SEO campaign, I use tools like Google Analytics and Search Console to monitor website traffic, keyword rankings, and conversion events. It’s important to track:
Yes, B2B SEO is a long-term strategy. It takes time to see significant results, as search engines need to index and rank your content. Consistent efforts over time are required to maintain and improve search engine rankings. However, if your site is already established, SEO results can be achieved at a much faster rate.