In today’s digital landscape, organic search continues to be a crucial marketing channel for business-to-business (B2B) organizations, enabling them to attract relevant non-brand search demand and manage their brand image. This article provides insights into the unique aspects of SEO for B2B companies and offers four practical tips to optimize B2B SEO outcomes.
Understanding B2B SEO
B2B SEO involves utilizing marketing strategies to enhance the organic search visibility of B2B organizations. Many of these businesses perceive organic search as an avenue for brand development and driving sales. B2B SEO primarily focuses on creating and positioning content that aligns with the search interests and intents of the target audience.
What Makes B2B SEO Distinct?
Several factors distinguish SEO for B2B from that of business-to-consumer (B2C) companies. First, the target keywords for B2B tend to have a lower search volume, are long-tailed, and contain more industry-specific jargon. Secondly, the goal is to appeal to a “buying committee”, a group of individuals who have the authority and capacity to purchase your product or service, and not just a single searcher. Finally, the sales cycle in B2B is typically longer and more complex to measure compared to B2C.
Four Strategies for Effective B2B SEO
Given these differences, here are four strategies intended to harness success from B2B SEO.
Tip 1: Develop an Ideal Customer Profile (ICP)
Understanding your target audience is crucial for determining which keywords your business should rank for in organic search. Developing an Ideal Customer Profile (ICP) is an effective way to understand your target audience. Creating ICPs helps your business identify and go after the search demand, attracting the most valuable prospects and thereby generating the most revenue.
Tip 2: Develop Content for the Entire Buying Committee
Rather than focusing your marketing efforts solely on senior leaders, it’s beneficial to create content that caters to all levels of the buying committee. This ensures your brand is known, considered, and chosen by a wider scope of influencers in the buying process.
Tip 3: Monitor Revenue Impact
Establishing key performance indicators to evaluate SEO’s impact on your revenue is crucial. This underscores the fact that SEO isn’t a cost, but an investment for future earnings.
Tip 4: Promote Integration and Clear Expectations
Ensuring that the impact and benefits of SEO are understood across all departments within your organization is essential for the success of your B2B SEO strategy.
Frequently Asked Questions
B2B SEO targets a group of decision-makers known as the “buying committee”, uses long-tail keywords with industry-specific jargon and has a longer sales cycle compared to B2C SEO.
A B2B company can optimize its SEO by understanding its target audience and developing an Ideal Customer Profile (ICP), creating content that caters to all levels of the buying committee, monitoring SEO’s revenue impact, and promoting SEO integration across all departments.
The impact of SEO strategy can be measured by monitoring its direct and indirect contribution to revenue generation. This can be tracked through deals resulting from leads that came from organic search traffic or from the potential future revenue from the sales pipeline generated by organic search traffic.