Why B2B SEO?

Why B2B SEO?
  • October 25, 2023

 

 

Why B2B SEO?

B2B search engine optimisation (SEO) is a digital marketing strategy used to acquire organic traffic for your B2B website. This is achieved by getting web pages ranked higher in search engines like Google. In this blog, I discuss why B2B SEO is important for your B2B website and how to build an effective content marketing funnel?

 

Table of Contents

1. What is B2B SEO?

2. How is B2B SEO different from B2C SEO?

3. Why is B2B SEO important?

4. How to build an effective content marketing funnel for a B2B website?

5. Case study on how to increase search engine visibility and generate quality leads

 

 

1. What is B2B SEO?

B2B search engine optimisation (SEO) is a digital marketing strategy used to acquire organic traffic for a B2B website. This is achieved by getting website pages ranked higher in search engines like Google search.

 

2. How is B2B SEO different from B2C SEO?

When it comes to ranking factors there are no differences between B2B SEO and B2C SEO.

B2B SEO target a very low search volume in their keywords. In contrast, B2C SEO targets a very high volume in their search keywords. B2B keywords have high cost per click (CPC). In contrast B2C keywords have a low cost per click (CPC).

In B2B SEO, the target audience are business decision makers. In B2C SEO, the target audience is the consumer audience. In B2B SEO, the website outcome is typically a lead or a consultation or a request for a demo. In B2C SEO, the website outcome is typically a lead or a sale.

In B2B SEO, you are trying to establish a relationship with your potential buyer. The sales cycles are longer in B2B selling. In B2C SEO, the sales cycles are shorter and the focus is on driving sales quickly.

 

3. Why is B2B SEO important?

 

Create brand awareness for your business

B2B SEO is used to create brand awareness with your prospective buyer. Most buyer’s begin their buyer’s journey with google search. By optimising web pages, B2B businesses can increase brand awareness with prospective buyers.

This is achieved by getting highly ranked for keywords that your buyer searches for in their search queries. This will put your B2B business in front of prospective buyers while they are looking for a solution to their problem.

It is important to create content that addresses a buyer’s need at different stages of the buyers journey. Another way to look at this is by creating content for different stages of the marketing funnel - awareness, consideration and decision stages.

Your content will help the buyer form a perception about your brand. Your content will help build trust with your potential buyer. When they are ready to evaluate different solution options, your business will most likely make it to their consideration list.

 

Increase your credibility in the industries that you operate

Creating quality content together with link building (an SEO activity) will help build your B2B businesses’s reputation. This will increase the likelihood of your content being ranked higher in google search engine results pages (SERPs).

The more your business website is referenced by credible sources, the higher your credibility. Your B2B business will be seen as a source of credible information and this will increase trust with your buyers. All this helps in increasing your website traffic.

 

Increase website traffic

Increasing website traffic is a marketing goal pursued by many B2B businesses. The higher the rankings of your keywords enables you to position your website in front of prospective buyers. The top three positions in google search engine results pages accounts for majority of the clicks.

This will increase the number of clicks and subsequently your website traffic. Your buyer will start to form a perception of what you have to offer. When they are ready to make a purchase, they will add your business to their consideration list.

 

Increase conversions

Know your target audience very deeply. Understand their needs, goals and challenges. This will enable you to create quality content that addresses their needs at different stages of the buyer’s journey.

This will enable you to attract the right audience to your website. You will increase the likelihood of conversions, if you have the right call to actions (CTAs) at your respective landing pages.

 

4. How to build an effective content marketing funnel for a B2B website?

How do you guide your potential buyers to your products and services? Mapping the right type of content for different stages of the content marketing funnel is key to guiding your potential buyers.

The top of the funnel (TOFU) is used to attract attention. The middle of the funnel (MOFU) is used to generate leads. The bottom of the funnel (BOFU) drives conversions.

The TOFU is usually measured by organic traffic for websites, newsletter subscriptions or social media followers & engagement. The type of content that works best for TOFU includes how to guides, infographic, checklist, success stories and webinars.

The MOFU is usually measured by conversion rate, number of leads, number of visitors and time on page. The most efficient channels for generating leads are organic search , email marketing, social media marketing and PPC advertising. The type of content that works best for MOFU includes how to guides, product overviews, case studies and webinars.

The BOFU is usually measured by free trials, request for demos, request for consultations and conversion to paying customers. The most efficient channels are email marketing, organic search and PPC advertising. The type of content that works best includes product pages, case studies, customer testimonials/ reviews.

 

Conclusion

B2B search engine optimisation (SEO) is a digital marketing strategy used to acquire organic traffic for a B2B website. B2B SEO creates brand awareness for your business, increases your credibility, increases website traffic and increases conversions.

Mapping the right content type for different stages of the content marketing funnel is key to guiding prospective buyers in their buying journey. Read this blog, to learn more about how to implement a SEO strategy for your website.

 

Watch an example to learn how a B2B company generated quality leads by increasing average daily impressions in search by 200%

 

Webinar - Case Study - Increase search engine visibility. Generate quality leads.- INNMCO (1200 × 400 px)

 

Contact our team

Grow your business with inbound marketing. Are you looking to build trust by addressing buyer needs at different stages in the buyer’s journey, raise brand awareness and generate quality leads by improving website visibility in search, attract buyers to your website and convert quality leads into customers? 
 
We are an inbound digital marketing agency, search engine marketing agency and content marketing agency based in Sydney, Australia. We are innovators and marketers with expertise in:
 

1. Content Marketing.

We use a human centred design approach to understand your target audience. Analyse how your product or service is perceived by your target audience. Find out what message resonates with them. Learn how to position your product with your target audience. We create content to address buyer needs at different stages of the buyer journey and marketing funnel.

2. Search Engine Optimisation.

We craft digital marketing strategies to generate an inbound interest for your business, product or service. Create search engine optimisation campaigns to raise brand awareness and generate leads for your business. Our search engine optimisation services include Organic Search Audit and Search Engine Optimisation services.

3. Paid Search.

We craft digital marketing strategies to generate an inbound interest for your business, product or service. Create paid search campaigns to raise brand awareness and generate leads for your business. Our google ads management services include Paid Search Audit and Paid Search (Google Ads - formerly Google AdWords).

4. Website Design and Development

Attract buyers by creating valuable content and experiences tailored for them. We design and build websites with HubSpot CMS hub. We use website themes and templates from the HubSpot themes and templates marketplace. This speeds up website build for your business. We help businesses implement blogs, live chat, landing pages and forms which are the foundation of an inbound marketing approach.

 

Book a digital marketing audit

Anees Misbahudeen | Digital Marketing Director & Founder at INNMCO

  

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