Search engine optimization (SEO) strategies are constantly evolving, making it necessary for companies to keep up to date with the best practices preferred by the algorithms. For a business-to-business (B2B) service or product, your SEO needs to expand your reach while ensuring that your website appeals to the professionals who would use your product or service. If you find that your current SEO practices are not enough to attract your ideal customers, these B2B SEO tips could help you.
10 B2B SEO tips and best practices for 2020
Your B2B business can shine in search engines by adopting these SEO tips and best practices that are geared towards the B2B business model.
1. Create a content calendar
Consistent content creation is a critical factor for website ranking and growth. With a content calendar, you can keep up to date with content creation. Don’t forget a content calendar for social media content too!
2. Get your expert think cap on to plan keywords
Short and general keywords are a thing of the past for SEO in B2B. Business decision-makers are looking for highly specific inquiries that will lead them directly to the results they want. You will not search for “companies”. Loan “but rather” small business loan “or similar question.
Use your expertise to lead your keyword research. What industry-specific words and phrases could someone use to find you? Browsing Google, Wikipedia pages, and other government websites in your niche could help spark some keyword ideas. Then use the Google Keyword Planner or similar tool to find relevant long-tail keywords with the largest search volume and low to medium competition – these are the keywords that will be the easiest to sort.
3. Optimize metadata
Metadata refers to areas of your pages from which search engines collect information, such as B. Your title, meta descriptions and the URLs of your pages. Each element should be optimized for simplicity and clarity. You want your headlines and meta descriptions to be tempting while making it clear to potential visitors what your content is about and what they will learn from visiting your website.
4. Make it impossible to ignore your landing pages
Fill your landing pages with helpfulness for potential clients, it can lead more traffic – and more conversions. Every landing page should be laser-focused on important search terms that decision-makers could search for. Align your competition with the keywords you are targeting to ensure that your landing pages are comparable to and better than your landing pages! – other senior figures.
5. Create long-form content
While B2C companies can usually make blog posts of 1,000 words or less, your B2B company has to deal with a different type of customer. Your customer wants information, and lots of it, without having to leaf through 10 blog posts to find it.
Long-form content in B2B marketing is the best way to ensure that your content is the point of contact for all information that prospects need. A Moz study found that pieces of content with 2,000 or more words received more shares and backlinks on average than those with fewer words.
6. Add video content to your strategy
Video is conquering the internet content world, so there has never been a better time to get on board – especially in a B2B business. The decision makers are busy; sometimes videos are the most practical way for them to take information quickly. And maybe your videos will even appear in search results, just like a blog post.
Consider adding a transcript of your video that you can insert directly into your video, or create a file to upload to your video. This process enables search engines to include more text, which increases the chance that your video will be ranked.
Be sure to add Video share buttons to your website to give viewers an easy way to share your videos on their networks.
7. Keyword Research for Voice Search Optimization
People use voice search for convenience when they need to find information quickly, especially when it comes to multitasking, as is common among decision makers. To benefit from this trend, you should focus some of your keyword research on voice search.
Think about how people speak naturally, which is often different from what they would type. For example, a decision maker might type “content agency” to save time looking for a content creation agency for their business. However, on a voice search, this person could say “content agency specializing in family law”. Or someone could say in a voice search: “Where’s the nearest print shop?” While typing something like “Print shops in Dallas”.
8. Optimize your strategies to user intent
Not everyone ends up on your website for the same reason, so your content shouldn’t address them in the same way. Instead, your landing pages and blog entries should be relevant to a user’s search intent, which means targeting content differently to specific decision makers.
While a CFO might be looking for affordable solutions for a payroll program that allows direct deposits, a chief executive could look for a better overview of how payroll software works and essential features to look for.
9. Use other government blogs in your niche
Backlinks should be a central part of your B2B SEO strategy because they prove that your website is relevant in your niche and that others find your pages helpful. Consider guest blogging for other government blogs to build a network of backlinks to your website.
10. Adapt to mobile devices
According to Statista, there are more than four billion active mobile Internet users worldwide. You can count on busy decision-makers to make up a significant part of this number. Your website should therefore be optimized for mobile devices, not only to promote your SEO, but also to ensure that your website offers a good user experience for your B2B visitors. Google even has a tool for mobile friendliness to check how well your website is doing in the mobile world.
The SEO tips above are sure to boost your B2B website. We also recommend adding share buttons to every blog you publish to make it easy for anyone who finds your content helpful to share with their networks. For B2B websites, the LinkedIn share button is a particularly helpful tool. It is an excellent way to let other key decision makers in your industry know about your product or service.