Research tells us that 61% of B2B decision-makers begin by doing an online search. If your site does not rank well, you are missing out on possible leads and prospective clients. Effective SEO campaigns can definitely help your business gain profits.
Points to Consider When Creating SEO Campaigns for B2B
Nick Eubanks, a digital strategist and SEO enterprise consultant, points out that the following factors come into play when dealing with B2B:
- Education. Decision-makers for B2B would do their research, looking into a lot of data before purchasing. They would gather online information and check its validity first before entertaining a salesperson. They would look into not only the quantity, but also the quality. Today, search engines such as Google are helping B2B decision-makers arrive at more informed buying decisions.
- Price. A typical consumer’s expected selling price range would be $50 to $500, while the B2B price range would start at $5,000. Knowing this difference is critical for you to understand what is at stake. B2B decision-makers take their time to make sure that they would be getting their money’s worth, which is why the buying cycle for B2B takes longer.
The B2B Buying Process
The B2B buying process is a more complex version of the consumer purchasing funnel.
The typical consumer purchasing funnel has four stages: awareness, interest, consideration, and purchase. Meanwhile, the B2B buying cycle has six: awareness, interest, education, shop, purchase, and loyalty.
Consider this as a business buying journey for B2B decision-makers. When creating an SEO campaign, you have to make sure that you have enough content for each phase of the purchaser’s buying journey.
How to Do Effective B2B SEO
Generally speaking, SEO refers to quality measures that enable your website to rank highly and become more visible online compared to your competition.
Since most B2Bs rely strongly on online leads to grow their business, here are some tried-and-tested strategies to approach SEO better:
Make your content Google-friendly
High-quality, relevant, and evergreen content will always prove to be your strongest asset when it comes to inbound marketing, but without SEO, your content may not reach the intended audience and generate worthwhile leads.
Title Tags and Meta Descriptions
Titles and descriptions are instrumental in boosting your click-throughs. When writing title tags and descriptions, it’s important to explain the content in a catchy way that draws users in. For businesses, you have to include primary details like the name of the business and its location. According to Google stats, about 30% of mobile searches are related to a location, and almost all (28%) of location-based searches that show nearby businesses result in a purchase.
Like title tags, meta descriptions are the first pieces of information that a user sees online. The text just below the title tag, this portion explains – not only to users, but also to search engine crawlers – what your page content is about. It’s then helpful to include here the exact keywords searched by most of your target buyers.
Many B2B companies have content assets in the form of blog articles, ebooks, webinars, videos, and the like. If you have these at your disposal, then it’s time to leverage them into your SEO strategy.
Nowadays, it’s not only about incorporating buyer-intent keywords into your content. You also have to determine if this content is accessible on your website. If it’s buried in layers of subcategories, or locked behind a paywall, chances are your site visitors (and search engine crawlers) will have a hard time accessing your content, and would pass it over for some other site.
If you want to establish your brand as an industry authority, you have to make relevant content accessible. Of course, leaving some content exclusive is also a lead generation tactic, but if you want to drive both Google indexation and traffic, you have to reach a lot of users.
Utilize customer reviews
In a world with so many options, consumers increasingly look for reviews to make up their minds about a product. B2B companies do the exact same thing. In fact, a study found that 61% of B2B buyers check third-party review sites before considering a brand.
Hence, to drive qualified leads or conversions, you have to generate reviews. It can be in the form of a third-party review that talks about your product or service. It can also be a part of your site content. You could talk about things like, What about your product stands out from its competition? or, What do your customers say after purchasing your product.
Reviews could also be a way to do link-building with other relevant sites. With links to authority websites, you can increase your brand awareness, credibility, and ultimately, your search ranking.
Reviews – be it positive or negative – could go viral pretty quickly, so it is a powerful strategy to include in your SEO. Since B2B buyers are now mimicking much of the average consumer’s behavior, it’s the job of B2B companies to adapt and make sure that their brand is talked about, in a positive way, on many platforms online.
There are many points – and people – to consider for an effective SEO campaign for B2B. Overall, understanding the B2B buying process and using it to stay relevant online and satisfy customers offline will help you create an effective B2B SEO strategy.