3rd December 2018

An introduction to SEO for B2B websites


An introduction to SEO for B2B websites

It’s not easy for people to understand the basics of B2B SEO if they don’t specialise in the practice. This is due to search engines constantly changing the way they index and rank pages in search results. Google is still very secretive about what does, and most of all what doesn’t, improve page rankings. With that said, there are many ways to succeed with B2B search engine optimisation. Therefore you must create an SEO strategy and stick to it.

First of all, 81% of B2B buying cycles begin with a simple online search. Furthermore, around 90% of users say that they will only contact you when they feel ready. Because of this, inbound marketing is hugely popular for B2B companies. As a result, you are better positioned and more confident when a business finds you instead of you finding them.

Purpose of SEO

The goal of SEO is to drive traffic from the free, editorial, organic or natural results on search engines. However, SEO is really not free or cheap and it requires more money, resources and time than paid advertising. Nonetheless, any resources allocated to SEO are money well spent.

Top Priorities for SEO on a Website

There are really four principal components for SEO with your website itself. Firstly, you should integrate your relevant keyword phrases into the website copy. Then the page title, after that the h1 tag and finally in the URL structure. Those are the most noteworthy priorities with SEO on a website.

Creating a Keyword Strategy

The most important thing to do when starting with SEO is to create a keyword strategy. You must come up with a wish list of keyword phrases that your ideal client is searching for. What terms do your clients use to find your service or products? Now you have an idea of the keywords you want to rank for and a wish list you need to utilise some online tools. Some of you may already be using Google Keyword Planner and MOZ, These tools determine how many times a specific keyword is searched for and what is the competition for it.

On-site optimisation is the foundation of your B2B SEO strategy

Two basic elements of website infrastructure must be in place for B2B SEO to be effective.

  • The first element is a blog. It is crucial because it has content that can be created often and easily. Blog posts will be the main traffic driver for your website and are the main source of additional future traffic. Consequently, your blog is going to be the “bait” that appears in search engines results. The blog should answer customer’s questions.
  • The second element is an area on your site dedicated to educational content. This area is typically your “library” or “resources”. In there you should have longer forms of content such as guides, webinar recordings, white papers, ebooks, etc. This content will be your conversion source. Each page must be comprehensive enough to ask a visitor for his email address. Many websites make the huge mistake of including news about themselves and promotional materials in this area. Avoid this mistaken tendency and only include non-promotional and educational content.

Don’t fall into the trap of thinking that this is all it takes. Off-site SEO is also very important and is much more of an “unknown”. It is about your website being linked to authoritative websites. The algorithm of Google measures your website’s authority when it is linked by other authoritative sites. With off-page SEO, you want your website’s content being posted on other websites with a very high authority. The higher your site’s authority is, the higher you will rank up in search engines results.  

We will be looking into Off-site SEO in much more detail in an upcoming article. Watch this space…

This article was previously published on the 11th April 2017

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