We all know that our search engine optimization (SEO) efforts must follow some basic principles. But that does not mean that SEO strategies are punctual. In fact, one of the most difficult situations for B2B digital marketers is to bury their business among search results targeting B2C.
You have a company that specializes in providing a B2B product or service, but all keyword search terms will return B2C results. The terms you want to classify are also terms for which e-commerce sites are classified; so instead of their B2B service, Google Shopping widgets and online stores dominate search results.
Many of your best keywords will produce the following results:
The simple solution is to have a very specific strategy. The hardest part is doing it. You need to use your traffic effectively, rank correctly for search, create the right content, and make sure you’re getting the right conversions.
Use your traffic effectively
Obviously, not all traffic is good – you want people who access your service pages to convert as likely as possible. But at the same time, getting a lot of traffic from multiple sources is an important position for Google. How can we make this square circle?
You don’t want to cut your traffic. Instead, change it in the right places. Send your target audience to your service pages and send B2C traffic elsewhere.
Allow your keyword conversion pages to target extremely specific long-tail keywords. Sure, there may be little traffic, but as it is hyperspecific, you can be sure that the few visitors you visit on the page are much more likely to create a link.
Create the right content
Just like title tags and Meta descriptions, the content on your website must clearly communicate a B2B offer. Make sure your headlines convey your messages clearly so your visitors know where they are and what to expect.
Create content that your target audience likes. For B2B customers, it can be a downloadable brochure or a case study. We know that B2B buying cycles have a much longer period of research and information gathering than B2C purchases, so it is valuable to provide very detailed information that can inform your audience.
For your off-site SEO strategy, focus on building relationships with industry publications and linking your product pages to the content you create for them. It has two main functions:
- A multiple backlink profile helps to give your website authority in the eyes of Google (so that you have a better ranking).
- The traffic you receive from these links is probably much more relevant than organic search traffic.
Encourage appropriate conversion actions
Keep your calls to action clear and use more effective language for a B2B audience.
Instead of purchasing directly, use powerful, service-oriented CTAs or contact us passively:
- Get started, learn more and ask if your free trial includes proactive CTAs in your message and encourages urgency.
- In the meantime, for a FREE 2-minute demo, let’s get to work and download your FREE e-book, CTAs telling the user exactly what they are getting.
- Call-to-action phrases that encourage people to explore your offer further, such as a video or case study, allow you to demonstrate the nature of your business offer.
Master your B2B search marketing
B2B SEO is a stimulating element of digital marketing, especially when you need to position yourself so seriously outside the B2C space. But that is no reason to be discouraged.
High bounce rates and irrelevant traffic are inevitable, but you must follow the beat and undermine the disadvantages, try the tactics described in this article.
B2B search marketing involves understanding the nuances of the end customer and where to position your brand in an ideal way to transform the customer. Be proactive, target very specific niches and make each visit of your target audience count.