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 a 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 targets 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 your pages 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

Are you looking to build trust with your buyer by addressing their needs at different stages in the buyer’s journey? Are you looking to raise brand awareness and generate quality leads for your business by improving your website visibility in search? Are you looking to attract buyers to your website and convert quality leads into customers?

If you answered yes, we can help! 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. Search Engine Optimisation (SEO).

Are you looking to drive revenue growth from organic search? We write engaging content that ranks higher ⬆️ on search engines, increases web traffic 🚦 and generates quality leads 👑 for your business! Our SEO campaigns utilise ‘target keywords’ used by prospective buyers, has potential to increase search engine rankings and organic traffic in the long term.

 

2. Google Ads.

Are you looking to drive revenue growth from Google Ads? We create paid search campaigns that increases web traffic 🚦 and generates quality leads 👑 for your business! Our google ads management services includes a paid search audit and paid search campaigns (Google Ads - formerly Google AdWords).

 

3. Email Marketing

Are you looking to drive revenue growth from email marketing? Our email marketing services in Sydney will enable you to nurture leads who are interested in your products or services. We write engaging content that increases web traffic 🚦 and generates sales opportunities 👑 for your business!  Our email marketing services uses a human centred design approach to understand your target audience, has potential to increase website traffic and generate sales conversations in the long term.

 

4. Content Marketing.

Are you looking to drive revenue growth from content marketing? We create content prototypes to find out what message resonates with your target audience and how your product messaging is perceived by them. We write quality content to address buyer needs at different stages of the buying journey and marketing funnel - content audit, content marketing strategy, content management. Our SEO content writing services includes website content, blog posts, videoswebinars and email marketing.

 

 

Book a digital marketing audit

Anees Misbahudeen | Digital Marketing Director & Founder at INNMCO

  

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