Are you looking for a way to drive more targeted buyers to your website? Wouldn’t it be great if there was a way to convert these potential buyers into leads and ultimately, customers? Do you also want to establish your website as an industry authority to build a lasting relationship with new and existing buyers?
If you’re running a B2B business, chances are you’ve nodded your head in agreement with more than one of the above questions.
The good news is you can utilize search engine optimization (SEO) to accomplish all those goals. It’s one of the most effective digital marketing techniques that helps build a strong online presence for your company.
But it’s important to understand that B2B SEO isn’t just about finding a bunch of keywords and stuffing them into your blog posts. It requires proper planning and foresight, as well as a deep understanding of your target audience.
Also, you’ll need the help of an experienced digital marketing agency like Two Wheels Marketing to develop and implement an SEO strategy for your B2B business.
In this blog, we’ll discuss a few powerful tips to help you build a high-performing B2B SEO strategy. Let’s get started.
1. Understand What Makes B2B SEO Different
If you’ve tried your hands at creating a B2B SEO strategy, you already know that it’s more complex than B2C SEO. But what is it that sets B2B SEO apart from its B2C counterpart?
To begin with, the target audience of a B2B SEO strategy doesn’t include regular consumers who are searching for product reviews and tutorials on the internet. Instead, you want to target businesses that are looking for your products/services.
That, in turn, involves identifying relevant stakeholders in your target businesses who drive key purchase decisions. Let’s say you’ve built cloud-based accounting software for small businesses. Your target buyer personas would include CFOs, accounts managers, and auditors.
You need to use your SEO strategy to grab the attention of those individual decision-makers in your target companies.
2. Don’t Focus on Search Volume
Keyword research is integral to every successful SEO strategy. But most SEO professionals base their keyword selection on search volume. If a keyword is associated with more search volume, it’s supposed to attract more traffic to your website.
But here’s the thing – when you’re running a B2B business, you don’t want random people on the internet to drop into your website. Instead, you should focus on driving qualified traffic to your website.
In other words, you need to find potential buyers who are actively searching for your products/services on Google. And that involves identifying the keywords those buyers are likely to use.
Even if these keywords don’t boast high search volume, they’re still going to be more useful in terms of attracting qualified traffic and driving conversions.
So, when it comes to B2B SEO, it’s wiser to focus on CPC (cost per click) instead of search volume while choosing your target keywords.
When a keyword has a higher CPC, it indicates that your competitors are also targeting it in their digital marketing campaigns. This, in turn, means real-life buyers are actually using those keywords to search for your products and services.
While these keywords will take more time to drive traffic and boost search engine ranking, they’ll deliver long-term results and higher conversion rates.
3. Stop Selling Your Product
Of course, the end goal of all B2B digital marketing campaigns is to drive conversions and maximize revenue. But that doesn’t mean you need to go overboard with selling your products at every opportunity you get.
It’s particularly important when you’re targeting key decision-makers in an organization. Instead of highlighting how great your product/company is, use your SEO strategy to address crucial pain points that are interfering with a target buyer’s job.
Let’s circle back to the example of cloud-based accounting software. You could always write multiple blog posts about different features of the tool you’ve built. Or you could publish well-researched and valuable blog posts that address the struggles that CFOs have to deal with on their job.
That’s the type of content that’ll position your company as a brand that values its clients. Also, it’ll help establish your website as an authoritative and trusted source of relevant industry information. Ultimately, it’ll help you build a strong relationship with potential and existing buyers.
Whether you want to boost website traffic or improve customer relationships, it’s important to integrate search engine optimization into your digital marketing strategy. Identify the right decision-makers in your target business, and dig deeper into their pain points and search preferences. Focus on creating useful and relevant content to engage target buyers and convert them into customers.