When it comes to marketing your business, one of the first considerations should be the audience to which you’re pitching your products and services. When you’re marketing specifically to other businesses, that changes the equation significantly from when you’re reaching out to the end consumer. This kind of marketing from one business to another is usually abbreviated as B2B (business to business) and presents an opportunity to apply some unique B2B SEO strategy.
Indeed, SEO is an especially good fit in a B2B context; by seeking search engine visibility, you can position your company as a respected industry leader. In this post, we’ll offer our top five B2B SEO strategies for 2020. With any specific questions, don’t hesitate to reach out to Sefati & Co directly.
How Can You Excel in B2B SEO?
Here are our B2B SEO strategy recommendations.
B2B SEO Strategy #1: Fully define and understand your target audience.
A good place to begin is by remembering that you’re not necessarily reaching out to a lay consumer. You’re reaching out to another team of professionals who are likely just looking for the best, most efficient resources to help them advance their own business goals.
Take some time to consider the specifics of what kinds of businesses might be interested in your products or services; what problems they’re trying to solve; what pain points they hope to address; and how they might search for information on the Web.
All of this information can be useful as you seek to determine the best ways of positioning your content.
B2B SEO Strategy #2: Perform comprehensive keyword and topic research based on your target audience.
Once you’ve defined the audience you’re trying to reach, the next part of your B2B SEO strategy should be conducting some keyword research. This goes back to the ways in which your buyers will be looking for information on the Web. What kind of queries or search terms are they likely to implement? And what blog or how-to topics might catch their eye and lead them toward making a purchase?
Note that it’s important to ensure keywords touch all phases of the consumer journey. That is to say, you’ll need keywords to address those who’ve never heard of your business, products, or services before. You’ll need keywords to address those who are educating themselves about your product offerings but may also be investigating your competitors. And you need keywords to appeal to those who are on the brink of making their purchasing decision. It’s even wise to choose keywords targeted to customers who you think can be converted into repeat buyers.
B2B Strategy #3: Invest in content that addresses the problems the target audience is trying to solve.
You can’t talk about B2B SEO tactics without talking about content.
There are a number of ways in which content can enhance your SEO efforts, and to a large extent, they hinge on the type of product you’re selling.
For example, if you’re selling cybersecurity software, it’s important not just to write about the features and benefits of your program, but to speak more broadly to the urgency of small businesses safeguarding their IT infrastructure, to the best practices to creating a safe IT ecosystem, to the costs of dealing with a data breach, etc.
And, you might also want to write how-to or tutorial content that shows the end-user how to leverage your product most effectively, or how to address any problems that arise with it. This helps create trust, and it lets you show the end-user that you’re there to help them get their money’s worth.
B2B Strategy #4 Invest in diversified content.
B2B SEO requires not just thoughtful content, but diverse content.
Provide all sorts of content… short-form, and long-form, as well as videos and infographics. For the most part, this content needs to be focused on helping your audience, while resisting anything too “salesy.”
The SEMRush Resource Center is a great example of this. They provide a lot of valuable content to digital marketers (their target audience), without being too pushy. And eventually, many marketers end up using their tool because they get a chance to see how genuinely helpful it can be.
B2B Strategy #4: Don’t neglect technical SEO.
Things like page speed, responsive design, great user experience, schema markups, and other important technical SEO elements help you attract and retain users; and in the process, improve your standings with the search algorithms.
This is an area where a B2B SEO consulting company can really be invaluable.
And speaking of which…
Bonus B2B SEO Tip: Work closely with your paid search team or point person.
You know your business inside and out, but you may not be an expert in search. The B2B SEO consultant you hire may have good insights on keywords that convert, on the content gaps you need to fill, on technical SEO opportunities, etc.
Ready to Speak with a B2B SEO Consulting Team?
These are the B2B SEO strategies we know that will make a difference in 2020… and to employ them effectively, you might benefit from working with a team of consultants. Sefati & Co has a long track record of helping B2B companies achieve SEO success, and we’d love to chat with you about how these tips can be put to use in service of your sales goals. To talk with Sefati & Co, reach out today.