Business-to-Business (B2B) websites can use SEO strategies to improve rankings and organic traffic. B2B involves transactions between two businesses rather than a business and a consumer. The transactions involve high prices and low volume.
B2B SEO is different because people buy for their business and the audience you market to is different. The different types of B2B can be service provider-client, manufacturer-retailer, manufacturer-wholesaler and more.
B2B has a complex sales funnel and having a good visibility for each stage of the sales funnel can help to boost growth. The sales funnel is the process the buyers go through while making a purchase.
Sales funnel
The top of the funnel brings awareness about your products or services. In this stage, the buyer is aware of a problem that has to be solved.
The middle of the funnel is the consideration stage where the buyer is looking for a solution to a problem.
The bottom of the funnel is the purchasing stage where the buyer decides to purchase.
SEO strategies
To implement SEO strategies for your B2B website you can approach a B2B SEO Company.
- You can begin your SEO by creating buyer personas which are the depiction of your ideal customer. It should contain details like gender, age, objectives, region, user behaviour and more. The more information you get about your audience the better you will be able to target them.
- Keyword research will help you find the search terms or phrases people use to find businesses like yours at every sales funnel stage. For this, you can use keyword research tools like Semrush, Afrefs are more. Filter the keywords by intent and group them into the different stages of your sales funnel.
The different types of search intent are:
Informational: Here the users are looking for information.
Navigational: Here the users want to find a specific page or website.
Commercial: Here the users want to research a brand or product.
Transaction: Here the users want to make a purchase.
3. Produce content for each stage of the sales funnel and provide solutions to the questions the customer may have at each stage of the sales funnel. You can use topic clusters and pillar pages for this.
The pillar page is the hub for main (broad) topics and includes links to the cluster pages (pages offering specific information on the broad topic). This will help you to target customers at every stage of the sales funnel. Use keywords to target buyers at the different stages of the sales funnel.
The top-of-the-funnel content should focus on the problem the visitor faces and are first looking for a solution. You can create education seminars, blogs, YouTube videos and more.
The middle-of-the-funnel content should focus on the solutions that can solve a problem. You can demonstrate your knowledge by creating blog posts, case studies, whitepapers and more.
The bottom-of-the-funnel content should focus on demonstrating your product UPS. You can include testimonials from previous customers, case studies about how previous customers have achieved success with your services and more.
4. Landing page is where your customer’s journey starts. These pages describe your services, highlight the benefits and have Call-To-Action (CTAs). For B2B businesses it can be the pillar pages. You should optimize these pages by using relevant keywords, writing meta descriptions and building internal links.
5. Backlinks are an important ranking factor and you build high-quality backlinks from authoritative domains. Once you create quality content you should promote it and encourage others to link to it. While building links you should focus on quality rather than quantity.
6. You can do a competitive analysis and find the leading businesses. You can see the keywords your competitor ranks for, how they build backlinks, do they engage on social media and more. You can check what you have missed in your SEO strategy.
