Building an effective B2B SEO strategy to drive conversions

We understand that for B2B companies the sales cycle is already difficult but your customers being well informed about your products and services shouldn’t be. Visibility is crucial because it allows you to find your customers. When your website appears prominently in search results or gains visibility through other channels like social media or guest blogging on reputable sites, you have a greater chance of reaching your target.

A good content plan paired with SEO optimisation builds the foundation for achieving visibility. By creating high-quality, relevant, and valuable content that aligns with your target audience's interests and needs, you can attract their attention and establish yourself as an authoritative source in your industry.

SEO optimisation ensures that your content is easily discoverable by search engines. By incorporating relevant keywords, optimising meta tags, improving site speed, and enhancing user experience, you increase the chances of ranking higher in search engine results pages (SERPs). This means that when potential customers search for products or services related to your business, they are more likely to find you.

This guide will help you understand the basics of SEO for B2B companies and how to build an effective SEO marketing strategy for your business.

What is B2B SEO?

In simple terms, B2B SEO means making trustworthy content, showing authority and expertise to your customers that will be used by Google or any other search engine to crawl, index, and rank the content on search engine results page (SERP) in turn increasing the organic traffic on your website. 

This means, the content that you create will be discovered by the search engine (crawl), then will be checked for relevancy based on the keywords used (index) followed by an evaluation of the quality of backlinks to determine the ranking strength (rank). These all are interdependent.  

There are 4 key aspects of an effective B2B SEO strategy:

On-page SEO

It means the visible content that is on your page is understood by the search engine. It is the practice of optimising individual web pages to improve their ability to rank well in search engines. Here, the goal is to make the search engine understand what the page is about. You can do this by using the same keyword as the search query in the heading and the body of the content but be careful not to use a lot of keywords.

Tip: Focus on optimising one keyword per page.

For B2B sites, this includes:

Heading tags

Write clear and structured headings to give a hierarchical structure to the content for better ranking. The page should have clear tags, H1, H2, H3, and so on. 

Title tags

This is what appears on the top when you search for something, and specifies the web page title. Make sure it is under 60 words and includes your primary keyword, if it is longer than 60 words then it will be cut off by the crawler.

Tip: Use the Moz title tag tool to see if your title appears on the search engine results page or gets cut in between.

External links

These are the links to other quality websites. Ensure to check the domain rating of the website you link to your content. 

Other factors include incorporating target keywords into page titles, headers, content, image alt text, meta descriptions, etc. Optimise the pages for mobile responsiveness and site speed.

Off-page SEO

Off-page SEO means earning high-quality backlinks from external websites to improve a site's domain authority and search rankings. This signals to Google that a site is reputable and trusted. 

For B2B websites, effective tactics include:

Guest post outreach

Reach out to niche websites for contributor guest posts that include a backlink to your site. Pitch relevant sites you already read and interact with.

Get interviewed as an expert

Position yourself as an industry thought leader by seeking out podcasts, blogs, video interviews, and expert roundups for inclusion.

Create linkable assets

Develop resources like studies, datasets, online tools, etc. that industry websites will naturally want to link to and reference.

Sponsor or speak at events

Sponsoring or speaking at conferences gets you included in promotional materials and cited as an expert, driving referral traffic.

Technical SEO 

It is the practice of improving the technical aspects of a website to help search engines crawl and index it more effectively.

For B2B sites, core technical SEO activities include:

Sitemaps

The technical SEO aims to make sure Google is indexing your web pages. The first step is to create a sitemap which is a code in the web server that has all URLs of your website. 

A sitemap is important for the marketing team and the development team. Implement XML sitemaps and proper 301 redirects to improve the crawling of new and moved pages.

Website architecture

Structure your website into logical silos and categories around topics, products and services. This makes it easier for search engines to crawl and understand your content. Link the pages according to their importance. One of the best ways to do this is by grouping pages of your site into clusters.

Structured data

Add structured data markup for products, services, companies, etc. This enhances how search engines summarise content. To structure the website you should always keep the webpages close to the homepage URL. You can get an idea by checking out the other leading companies in your industry and how they have linked their pages to the homepage. 

Site speed

Site speed is very important for SEO. You can use free tools such as Google Page Speed Insight to check how fast your website pages load. If they take more than 2-3 seconds to load, that is too slow. Google does not like slow websites. Fix anything making your site slow so the pages load faster such as compressing the images. Fast website speed makes visitors happy and helps your SEO ranking.

Fix crawl errors

Crawl errors happen when search engines get confused or can't fully explore your site. This stops your whole website from showing up in search results. Use a crawler tool to find any broken links or missing pages that cause crawl errors. Fix these issues so search engines can properly access every page on your website.

Search console errors

Check Google Search Console regularly. It shows any technical problems Google finds on your site. Fixing errors shown in the Search Console tells Google you want your whole website indexed in their search results. Always correct issues that Google flags in the Search Console.

Some basic tech SEO elements are 

Robot.txt

It is a text file that instructs the search engine on how to crawl web pages.

Canonicalization

Search engines use this to handle duplicate content because they prefer unique valuable content on websites.

Protocols

Your website should have an SSL certificate to ensure the site is served securely over HTTPS. 

Redirect codes

This is a way to send users and search engines to different URLs from the requested one. Two common redirect codes are:

“301” or “moved permanently”

and “302” or “moved temporarily”

Content marketing 

It refers to creating, promoting, and distributing various types of content to attract and engage the target B2B audience such as writing blogs, ebooks, case studies, guides, and organising webinars, and videos. This content should demonstrate thought leadership and closely align with keyword and topic research. 

For B2B sites, effective content marketing strategies include:

Regular blog content

To enhance your website's performance, it is crucial to regularly publish new long-form blog content, at least 1-2 times per month. These blog posts should be around targeting specific keywords and establishing your authority in your niche. Once you release each piece of content, make sure to promote it through various channels such as social media, email newsletters, and PR outreach. 

Content promotion

Don't just publish content, promote your blogs, videos, and case studies extensively through email marketing, social media engagement, communities, contributor outreach for backlinks, and any other channels. It will help you get your content in front of many more potential customers.

Gate resources

Create content like whitepapers, ebooks, templates, or guides that provide immense value to your audience. Gate access to these downloads with lead generation forms to collect contact details in exchange for content access. This builds your lead database while establishing authority.

How is B2B SEO different from B2C SEO?

Below we will understand how B2B SEO is different from B2C SEO and why we need a separate SEO strategy for it.

Longer and more complex sales cycles

When a business is catering to other businesses’ needs lot of factors come into play for example, if you are buying a template for your notion, this decision will be all yours and less time-consuming. Whereas, if you are buying software or a CRM system for your company, it will take a longer period of time because then you have to consider all your requirements and evaluate all the vendors based on a set of needs and what they offer. 

Due to the nature of B2B transactions, the sales cycle is typically longer and involves multiple decision-makers. This means that B2B SEO needs to focus on creating content that addresses the different stages of the buyer's journey and provides information that helps potential customers make informed decisions. The content needs to be more in-depth, technical and focused on addressing specific pain points or challenges faced by businesses.

Niche audience

One of the key differences between B2B and B2C SEO is the target audience. B2B SEO focuses on targeting specific industries, niches, and decision-makers within those businesses who are looking for products or services that can help them improve their operations or solve specific problems. It requires a more targeted approach compared to B2C SEO. On the other hand, B2C SEO targets individual consumers who are looking for products or services for personal use.

Display of expertise through thought leadership

Other differences include the need for thought leadership in business-to-business marketing because if you are not an expert in your domain, no one wants to hear from you. Thought leadership can be leveraged through LinkedIn posting or blogging and even with podcasts or videos. This indicates that you know what you are doing and people like to be satisfied that they are dealing with a reliable industry leader.

Consultative sales approach

It takes more effort to close B2B deals. Sales teams need to take a personalised, consultative approach, really understanding pain points and requirements. Being a consultant to your customers and maintaining long-term relationships with them will go a long way and help you retain those businesses as well.

What are the challenges faced when making a B2B SEO plan?

To come up with an effective search engine optimisation strategy for a business-to-business website can be a bit of a head-scratcher. B2B companies face some unique challenges that you don't have to worry about as much with regular consumer websites.

1. One challenge faced in B2B is its complex and time-consuming nature. It often involves multiple stakeholders making a purchasing decision. Therefore, it is crucial to create customised content for each stakeholder, whether they are high-level executives or product users. This requires thorough research and careful planning, which is quite different from selling to individual consumers.
2. Another challenge is that B2B buyers usually do a lot of thorough online research before making their final purchasing decisions. They want to carefully analyse different solutions to make sure they perfectly match their business needs. As a result, your SEO content needs to convincingly showcase your expertise and build trust to effectively guide potential customers through the lengthy B2B sales process.
3. Many B2B keywords also have lower search volumes because the market is more niche. But you still need enough search traffic and leads, so broad targeting doesn't work. Identifying the right long-tail keywords takes more digging compared to consumer topics which require less precision.
4. Gaining backlinks can be tougher for B2B sites since you won't rank as well for broad keywords that are easy link targets. You have to focus on earning high-quality links from reputable industry websites, which takes relationship-building and outreach.
5. Lastly, measuring the ROI of B2B SEO activities can be tricky. The sales cycle is long and involves many touchpoints, so you can't always directly correlate rankings to revenue.

In order to tackle all these challenges we will help you build a marketing strategy that addresses all the issues mentioned above and brings your potential customers closer.. 

Effective SEO strategy for B2B businesses

Search engine optimisation is key for any business trying to drive sales and grow online. But it can be tricky without the right plan. Follow this simple, step-by-step guide to create an effective SEO strategy tailored for a business-to-business company.

Step 1: Define your goals

Set SMART goals 

Be specific - Focus on clear and specific targets, like increasing organic traffic by 30%.

Make it measurable - Use metrics that can be easily quantified through data, such as rankings, conversions, and revenue.

Keep it achievable - Make sure your goals are realistic based on your available resources, timeframe, and past performance.

Stay relevant - Align your goals with the overall vision and priorities of your business.

Set a deadline - Establish a realistic timeline to accomplish each goal, like within 12 months.

Aligning with business objectives

To fully comprehend the impact of SEO on crucial business goals such as customer acquisition and retention, it is essential to understand its role.

By collaborating closely with sales, product, and customer service teams, we can establish clear objectives for our SEO efforts.

By directly linking SEO initiatives to revenue-generating activities and growth opportunities, we can maximise the value of our efforts. Furthermore, incorporating flexibility into our roadmaps allows us to adapt swiftly to evolving business requirements.

Step 2: Understand your audience

Survey current customers

To truly understand your customer base, gather comprehensive data. Start by collecting details about company size, industry, and annual revenue. This will provide valuable insights into the types of businesses you serve.

Get to know the tools, software, and systems your customers rely on. Think from a buyer’s perspective like how buyers conduct their research and what factors influence their decision-making process. 

Competitor research

Take advantage of tools like Semrush, Ahrefs, and Moz to analyse what your competitors are doing online. See their top-ranking keywords to understand content focus. Analyse their backlink profile to identify link-building opportunities.

Look for the keywords that your competitors are not ranking for, you can do this by searching intent-based keywords that rank low that you could target or the topic clusters they have not yet developed content for. Study how competitors present themselves through messaging, branding, and content.

Map the buyer's journey

Start by defining the phases from initial brand discovery through consideration, purchase intent, conversion, and ultimately customer retention and advocacy.

With a comprehensive view of the buyer's journey, you can then connect the dots between the unique pain points customers face and how your product or service provides the ideal solution. Develop targeted messaging, use cases, and desired outcomes.

Step 3: Perform keyword research

Focus on seed keywords 

Keyword research is the backbone of a B2B SEO strategy. Enter a seed keyword into the keyword tool to generate related terms. First, make a note of every term or phrase that you think your target audience will search for and put them in a keyword tool like Google Keyword Planner.

Analyse important metrics

After searching for the seed keywords and the relevant terms, you will get an exorbitant amount of data. For any keyword, review metrics like monthly search volume, keyword difficulty scores that estimate competition levels, and any extra SERP feature like featured snippets. Prioritise primary keyword terms with high search volume yet moderate competition in your space and secondary keywords with a decent amount of search volume and less competition.

Group content by search intent

Not all keywords are created equal. Sort your terms into buckets like informational, navigational, commercial, and transactional based on the intent behind the query. Focus your efforts on purchase-oriented keywords.

Group keywords by topic and funnel stage

Organise your keywords into logical themes and topic clusters. Then map them to the customer journey stages from initial awareness to final purchase, so you can develop relevant content for each funnel step.

Step 4: Optimise your website

Follow on-page SEO best practices 

Your website's main goal is to fulfill the needs of the customers and retain them. To do this, you need to optimise your web page. Ensure that the use of keywords in your content is uniform, the primary keyword should be present in your title tags and the meta descriptions with the right internal links.

SEO audit

You should perform a regular website audit to address technical health signals like site speed, HTTPS, and crawl ability of the pages.

Topic clusters

One of the best strategies employed by many firms is creating topic clusters. This is the best way to serve the buyers at every stage. 

For example, you created a web page on cloud computing services, this page is where the decision is made but what if a person is completely unaware of the benefits of cloud computing? 

Here, you can take a particular seed keyword such as cloud computing, and create comprehensive and multiple content around it so that the customer gets all his information in one place.

Step 5: Create a content strategy

Repurpost content

Before creating new content, perform a full audit of your existing website pages. Look at existing underperforming content on your site and update it for relevance and optimisation. This outdated content often still targets great keywords and answers audience questions.

Answer your prospects' questions

You would also need to get into the head of a decision-making person who is looking for a particular product or service in your industry. Evaluate what they might search for. Carefully map all planned content to stages of your buyer's journey, from top-of-funnel awareness topics to bottom-funnel product or service pages. Create a content calendar to keep tabs on the topics. You can use this tool to generate topic ideas.

Content gap analysis

You can also use some tools to analyse what content and keywords your competitors are ranking for and you are not. Then, you will start creating content around those topics. In order to find the topics that are missing in your funnel, you can use the Ahrefs tool.

Step 6: Earn quality backlinks

Link building outreach

To establish authority and achieve a competitive ranking, it is crucial to develop a well-thought-out plan for acquiring strategic links. Begin by utilising tools to analyse the link profiles of your competitors and identify the publications you should target. Then, pitch guest posting options that will enhance brand awareness. 

Build relationships

Additionally, repurpose your existing content into valuable assets such as infographics, videos, studies, and tools that can be easily linked to. Furthermore, make use of your relationships and actively engage in community participation to attract social shares and mentions, which can ultimately be converted into valuable links. 

Top 5 B2B SEO tools

Leveraging advanced B2B SEO tools is critical for developing and executing a data-driven strategy to increase organic traffic and drive more qualified leads. 

1. Semrush 

Semrush provides essential competitive analysis to help you discover the top organic keywords, backlink sources, PPC strategies, and much more. With Semrush, you can easily monitor your rankings, backlink profile, and overall site health over time. Additionally, the Topic Research tool simplifies the process of identifying new content clusters based on search volume and competition levels.

2. Ahrefs 

Ahrefs is well-known for its expertise in backlink analysis, which helps you discover top-notch opportunities for building high-quality links and keeps track of the growth of your link profile. The Content Explorer feature reveals viral content that is perfect for promotion.

3. Moz 

Moz specialises in conducting technical SEO audits, where it thoroughly crawls your website to identify any errors and opportunities for optimisation. The rank tracking feature includes intuitive keyword groupings and provides mobile ranking data.

4. Screaming Frog 

Screaming frog crawls sites to surface technical/UX issues like broken links, duplicate content, missing alt text, redirect chains, and more. This helps prioritise fixes to ensure pages are properly indexed and accessible to search engines.

5. Google Search Console 

Google Search Console provides detailed performance data straight from the source. You can analyse clicks, impressions, and average positions for top queries. 

In today's ever-changing digital world, businesses need to constantly adjust their SEO strategies to stay ahead of shifting algorithms, user preferences, and competitive environments. A carefully crafted B2B SEO strategy is no longer just a bonus; it has become a vital element of any effective marketing plan.

By following the steps outlined in this article - defining your target audience, conducting thorough keyword research, optimising core website pages, building a scalable content strategy, earning quality backlinks, and continuously measuring and refining your efforts - you'll be well on your way to driving sustainable organic growth for your business. Remember, SEO is a long-term game, so be patient, persistent, and data-driven in your approach.