B2B SEO is a different beast from B2C strategies. If you’re a B2B brand, your offer is more complex because their needs are more complicated. You have to match their demand with your solution.
In a B2B market, this takes a higher level of expertise, a more established position of authority, and proven trustworthiness (or E.A.T). Your customer needs to feel that your brand is familiar with their challenges and goals and that you have the skill to pull it off using methods you can demonstrate already work.
That’s no small task! Many B2B marketers are left with the question of how can they possibly show all that in every campaign?
Unfortunately, the answer isn’t a quick fix. SEO is a long-term, slow-burn strategy that builds over time. It’s something you needed to start yesterday, so when you need it down the line, the groundwork has already been laid.
Reaping the benefits of an SEO strategy doesn’t happen overnight. But it won’t happen at all if you don’t plan ahead. If it’s not ready when you need it most, that’s another sale lost and your credibility down the drain.
Here’s how to set up your B2B SEO strategy for success!
Clearly Define Your Ideal B2B Audience
Who are the players? The decision-makers? Your content and keywords need to speak to the correct audience. Consider these elements of a B2B persona:
- Job title or responsibilities
- Common tools for their industry
- Standard KPIs
- Who they answer to
- Where they hang out online
- Preferred method of contact
B2B marketers must deeply understand how their prospects make buying decisions before they can inject the right terminology into a comprehensive SEO strategy. The sales funnel will be more complex, and the sales pipeline will take longer.
This challenge actually works in your favor. You have more time and opportunities to enhance brand awareness and credibility with organic strategies at various stages of the sales funnel.
Develop a Winning Keyword Strategy
To develop a keyword strategy that drives traffic, conduct keyword research to learn what your target audience is looking for. What intention-driven searches indicate their burning questions and concerns?
Those are the words you need to use in your content and SEO strategy. Put your marketers in their digital shoes. What are their pain points? How are they seeking answers?
How does your solution solve problems they already know they have? What keywords do your competitors use to recruit traffic? Dig deep into the psyche and mindset of your audience. That’s where your ideal keywords live.
There’s no question that Google is the top dog of search engines. The autocomplete tool built into Google’s search bar reveals popular searches. Experiment with the keywords you already have and use the autocomplete feature to learn new potential keywords and associated questions.
Answer The Public
Answer The Public is another powerful keyword research tool you can leverage to better understand your B2B market. Plugin a few keywords, and it will reveal common questions organized by type.
Produce Value-Driven Content
Every EO strategy relies heavily on content. But in the B2B market, the buyer is at greater risk and must be more convincingly assured of the success of their investment.
Chances are, you’re not selling to the end-user. You’re selling to their boss, the C-suite executives, and potentially even shareholders. Every piece of content must be curated to suit the objections and concerns of every player.
The manager is concerned about ease of use and implementation. The department head wants to know about productivity. While the CFO will ask what it’s going to cost and shareholders want ROI assurances.
Create content that speaks to each link in the chain from initial contact to the close. Craft your messaging to seal your place as an authority in your industry and garner the trust of your market.
Landing Page Optimization
The objective of a landing page is to move your prospect along to the next stage of your sales funnel. This is typically not the place to close the sale, it’s the next breadcrumb on the path. Engage the prospect with compelling copy that affirms they’re in the right place.
Each ad, offer, social post, or email you send should directly correspond to the offer on the landing page. If you’re offering one month free in an email, then the landing page speaks about 15% off, and you’ll immediately lose credibility and drop your conversion rates.
Take pains to match the stage of the funnel they’re currently in. If they’re a cold lead, you must still establish credibility. Show inspiring examples of social proof and answer any frequently asked questions to dissolve as many potential hesitations as possible and
The call to action should be clear, concise, and easy. Remove any confusion surrounding the desired action and ensure it’s designed to be noticed.
B2B SEO Basics
Now you know what to do. Here’s how it looks in real-time!
On-page SEO is optimizing the content and copywriting on your website to match the keywords and phrases your target audience is looking for. This is how the search engine algorithm knows you’re a reputable source for relevant information.
This includes short and longtail keywords, SEO-enriched URLs, strategic keyword-focused page titles and headings, optimized image alt-text, and meta titles and descriptions for Google snippet previews.
This refers to everything about your brand and content that is not hosted on your website. These are citations, social media, link building, digital pr agency, podcast interviews, and even influencer marketing. Off-page SEO enhances your website’s online authority from outside sources.
Technical SEO is related to the functionality of your website and how search engine friendly it is. Bots evaluate page load speed, sitemaps, SSL (security) settings, breadcrumb menus, ease of indexing, duplicate content, mobile optimization, any HTTP errors, server performance, quality of backlinks, and how data is structured.
Zupo’s Guide to Successfully Launching A B2B SEO Campaign
Your B2B SEO strategy is essential for long-term success. If you didn’t start building your strategy yesterday, today is the day!
Jason started freelancing in SEO back in college, sold his first agency, and now is founder of Zupo, btwowhich is an Orange County based SEO consulting agency helping construct powerful long term SEO strategies for our clients. Jason also enjoys multiple cups of tea a day, hiding away on weekends, catching up on reading, and rewatching The Simpsons for the 20th time.