SEO can seem like tricky business and a low priority for many B2B companies. However, just like consumers go directly to Google when they are looking for help, so do businesses. For B2B companies, being found on Google means being seen by people looking for your products or service. Thus it's important to have a well planned out SEO strategy in place so you are more visible in the search engines. The team at Grizzly have fortunately outlined what an ideal B2B SEO Campaign looks like below.
Step 1: B2B SEO Keyword Research: What is Your Target Audience Searching For?
The first element of SEO is to make sure you’re targeting the right keywords and phrases. Just like B2C keyword research, it is important to understand the language of your target customer. What is the exact search term they use when searching for you? Are they using natural language, or are they in fact using correct industry language? Are they searching for the brand name of your solution, or are they letting Google know the name of their problem?
These are crucial distinctions to understand. If you’re not sure about exactly what your customers search for, it’s a good idea to ask them.
A good source of keywords are questions. What are the problems your business solves and does your audience ask the questions they have about their problems? Questions make for good topics for blog posts, which are an excellent SEO asset when used correctly.
Best B2B Keyword Research Tools
Google is a great tool to begin your research as it shows you exactly what the searcher’s experience will be. When you search for your “best estimate” keywords, do the search results show sites that are similar to yours? Are there relevant ads running? If so, how many? More ads means more competition and/or more “commercial intent”, because more advertisers are willing to pay for traffic from this phrase — usually because they make more money from the traffic.
SEMRush is another great tool to gain a better understanding of keywords being used. If you type your own website’s URL in to it, it will show you “Main Organic Competitors”. The usefulness of this section will depend how competitive your market is and how well your own site is ranking for relevant phrases.
Step 2: B2B SEO — Website Optimisation
Arguable the most vital element in your website’s ranking is its optimisation. A poorly-optimised website will always struggle to rank against well-optimised competitors, even if it has a far greater authority.
Having great content on your website is an absolute must. Content is how Google reads and understands the internet — and few B2B websites have enough of it. As a rule of thumb, aim for 250 words per page and make sure you have separate pages targeting each of your main keywords, services, or topics.
Make sure you have plenty of keywords in your text. It’s always a good idea to talk in the language your customers use — and never has this been more true than with keywords. Make sure that your target keywords are used in your content and page headings; not only for the SEO benefit, but because these are the words your audience are using in their heads.
Step 3: Links and Authority
As well as a well-optimised site, it’s also vital that Google sees your website as an authority. Its main measure of authority is links, so a significant part of your ongoing B2B SEO work will be increasing the links and mentions of your site around the web. Obviously, getting your company talked about on popular sites is not purely an SEO activity; it’s also an excellent way to build credibility with your audience and drive qualified visitors to your website.
The best method of acquiring links from authority sites is through the process of getting visibility in authority and industry news sites.
You will need to identify the sort of sites your target audience spend time on. Any website covering relevant topics that publishes content in a blog or magazine format could be a potential outreach target. Make a list of all those that look relevant and put them in a spreadsheet. Then look at potential articles that these publications would see as valuable to their readers.
Once you have collected your list of target publications and come up with potential topics for guest posts, it’s time to contact the writers and editors.
Search for the name of the writer who has published articles on the website contact them directly. Introduce yourself, be professional and friendly but cut to the chase quickly asking them if they would be interested in you providing them with a fantastic piece of content that will resonate with their readers.
Once you have made an agreement to supply the authority website with a piece of content make sure you acquire a link back to your website in the content!
Step 4: Measuring The Success Of Your SEO Work
The most vital metric is the one that has business impact: conversions. A conversion is when a site visitor becomes a lead or a sale. You need to be tracking all your conversions through Google Analytics.
Organic traffic is the next metric that you’ll want to track. This is the number of people visiting your website through discovering it in Google’s organic search. An increase in the number of users heading to your website this way is clear evidence that it’s increasing in ranking.
The third metric to track is ranking. However, tracking ranking through Google search in your browser is not the most reliable way of doing this. This is because Google is likely to show personalised results to each searcher, based on their previous search, their location and browsing history. For this reason, it’s more accurate to use a rank tracker like SEMRush or ahrefs. Most rank trackers will ask you for your website address and target keywords, then show you where you rank each day from that point, allowing you to track your progress.
Your SEO agency should be able to easily explain to you exactly what they are going to be doing for you each month.
If you’d like some free expert help with the SEO work, you can request our free SEO audit from us here.