Are you also one of them who think SEO doesn’t work for B2B?
Maybe you are not, but many B2B marketers think that there is nothing like SEO for B2B — especially those dealing with big companies and targeting specific job titles — often find themselves unable to generate SEO traffic that actually gets them to their target audience. Moreover, there is a big misconception among marketers they think that these types of products (large items bought by big companies) aren’t something that they look for on search engine and the factor that supports to their myth is – they think B2B companies buy based on experience with the product, suggestions, and most importantly with experience with the brand — not just based on a Google search result.
It gets even more complicated when we look at some additional factors that create new barriers in the way of generating the targeted traffic for B2B businesses:
1- Limited Related Keyword Search Volume – Being honest if you market a very particular product for a specific audience, you won’t have large numbers of users who search for that item.
Let’s say you are selling a gas cylinder tracking software. The gas cylinders dealers are limited obviously, that means the searches for your product will also be limited.
2- High Competition – If you have limited products for limited users, it is obvious that your competitors will also fight for those limited clients.
Eventually, the competition will be high to grab the clients.
3- Changing search results – Not a long time ago, when you create a sales page about your company, get some low-quality cheap backlinks to that page and easily beat your competitors in search results.
Google search has been totally changed now – even if you somehow could rank that page, you won’t able to convert visitors into customers.
The reason is you have gas tracking software but on your page, you aren’t telling how great your gas tracking software is.
Now you may have a question for me…
What should I do to survive in this situation where I’m running for the high competition, low conversion keywords that don’t have enough traffic?
Well, that’s why I am here to help:
In this post, I’ll show you some specific SEO strategies and tactics that you need to focus on while learning SEO for B2B.
The best part of these tactics if you successfully implemented your companies can generate relevant search traffic as well as leads and it will prove that yes learning SEO for B2b is something that everyone should take care of.
Here are 5 things you should know while learning SEO for B2B
#1. Consider User First, Not Keywords
Just like other marketing strategies, you might start with the question:
Who is going to purchase my product?
The first thing you need to do is identify the person who you think will buy your software. As a marketer, I guess you may already have researched about it.
Let’s take our gas cylinder example again – for my gas tracking software my target would be the companies CEO or directors.
I want these people land on my website. CEO and directors still people and obviously they search for stuff, even if they’re not searching in the volume.
I’ll find the most appropriate way to reach in their radar to describe my product.
Therefore, I’ll start brainstorming with the following questions asking myself:
- What problems do my potential clients are dealing with?
- What types of content do they prefer to consume on others’ sites?
- How can I produce the kind of problems that help them to solve those problems?
The answers to these questions will give me tons of untapped content ideas for articles that your target audience might be looking for.
Frequently, while hunting for answers I’ll find some keywords and search terms that are less competitive and easy to rank for in search results.
#2. Localize your Business Information
When doing SEO for B2B try to maximize your online marketing effort with local clients.
In order to do that make sure you have set up your Google My Business listing and other local listings with the phone, email, and website information that clearly visible to the visitors.
It will help your company appear in Google Maps and in local knowledge graphs that display on the right side of the screen.
These graphs provide essential information about the business such as phone number, address, and your business hours.
But you have to make sure that you have fed the right information into Google My Business and other local listing sites so that everything that appears should be right.
#3. Create Useful and Relevant Content
The key to success of your website depends on the information and the quality of your content offerings.
Quality content on your site can help bring in traffic, increase your business’s brand awareness, as well as attract influencers to get some new opportunities.
Google pays close attention to the language, behavioral search signals, CTR, and whether or not visitors quickly abandon it.
The best content is that which answers your customers’ questions at every single step of their purchase path, from initial consideration to clicking “buy.”
#4. Pay Attention to Website SEO Hierarchy
Google reaches on your home pages first and then to different pages and later on sidebars.
Here is how the basic SEO hierarchy of your website should be:
Homepage – It the main gateway where you need to put your target keyword that presents your company as well as generates sales and conversion
Product (or Solution) pages – At this page, you need detailed content targeting specific keywords with about products and its features; sometimes you might create a different Landing Pages for even more specified targeting and high conversion.
Blog pages – This is where you create awareness with multi-topic, informative content; with the mix of low and high conversion keywords
On top of these, there are other unique pages such as About, Clients, and Contact that should clearly convey the message you want people to see.
#5. Competitors’ research for backlinks
Competitor research can tell you the location where your competitors have gotten links from, as well as the way they used to get links.
If you follow the same pattern to get backlinks from the sites that have linked to your competitors, you might get succeed.
Because sites that have linked to your competitors might link to you as well, especially, if their goal is to find information that your product offering.
No matter what field or niche you are targeting, competitor research will always boost your marketing reach.
If you are lucky, you might end up with some high-quality backlink resources such as EDU link or Wikipedia.
The takeaway of this point is not afraid to knock the door of opportunities; you don’t know what you might get.
You don’t need to find new backlink resources if your competitors are doing that for you.
“Play Smart, Play Well.”
Now Your Turn!
I just showed your five important things that matter when you are doing SEO for B2B.
SEO is not as hard as you think all you need to learn SEO tactics that work.
There are several online SEO tutorials available that you can use to master in SEO, and once you learn basics other steps will be easy for you.
Let us know your SEO tactics that works for you while doing SEO for B2B.