Those involved in business-to-business (B2B) commerce know that they need to follow a different approach than the typical direct-to-consumer businesses. It was found that among the global marketers, developing relevant content (45%) and improving its SEO performance (44%) were some of the biggest challenges in content marketing in 2019, according to a survey published by Statista. That is why it is important to customize your marketing strategy and blend it with SEO marketing to grow the presence of your brand on search engines.
Here are the top 5 tips for improving your B2B SEO strategy:
#1 Research Better Keywords
Keywords play a big role in every successful SEO campaign and the primary focus should be on keyword clusters based around a particular theme, rather than the traditional style of a single keyword per page, according to an article published in Forbes in 2019. You need to focus on long-tail and accurate B2B terms that your customers will be searching for. It will allow you to target searchers at the end of the shopping funnel and drive them right to your website.
#2 Optimize for Voice Search
With the latest advances in technology, businesses are including voice searches in their marketing strategies. People are increasingly using it for all sorts of reasons since it is a more natural interaction with their devices. So, you should make sure that your content is abridged and answers a common search term (highly relevant to your business) so that it gets noticed on voice searches.
#3 Align Your Content with Searcher Intent
Your title tags and meta descriptions will help your commerce partners to quickly locate you. But, you should only include accurate product descriptions and information on your site. It will not only improve your search engine rankings but will also reduce bounce back rates. If your content aligns with the intent of the searchers, you will attract users that are actually interested in your products and services.
#4 Focus on B2B Competitor Research
You should be aware of your competitors in the industry and their marketing strategies. It will help you identify their strengths and weaknesses and use them to your advantage. For instance, if your competitor has included the top keywords to gain a better rank, you could focus on long-tail keywords to grab rankings where your competitor is lacking. It will not only improve your rankings for specific keywords but will also significantly increase the conversion rates as you are targeting customers who are already interested.
#5 Track Goals and Conversions Using Analytics
You should track your goals and conversions to assess the success or shortcomings of your B2B SEO efforts. If you find bounce backs and shorter session durations, you can reevaluate the keywords and better match your audience’s needs. On the other hand, longer session durations and increased pages-per-session will indicate that you are on the right track and you are maximizing your reach in the targeted audience.
These tips will help you to better align your SEO practices with the latest B2B marketing strategies. However, you should remember that optimizing your SEO content and marketing is a gradual process. So, the results may take some time but you will soon find be able to increase your rankings and maintain them.
