Best Strategies for Your B2B SEO Agency
Any SEO agency will tell you that search engine optimization is the most important tool for companies to drive traffic to their website. While the core principles remain the same, B2B SEO differs slightly from the approach a B2C company would take.
With the world in a state of economic downturn, recovering from a pandemic, conflicts, and continually rising costs of raw materials and transport, SEO for B2B businesses has become a way they can reduce their marketing spending without losing any valuable website traffic. In fact, if used effectively, they could boost the number of website visitors.
If you’re researching B2B SEO best practices, you’ve likely established knowledge of the basic principles of search engine optimization and already implemented some of them. What you’ll learn in this article are three things you can begin to put into action immediately that will boost your overall performance in SERPs.
Most of what you’ve learned so far will be beneficial, but there are myths and hacks that just don’t work. There aren’t SEO hacks – you have to put the work in and do what makes the most impact. So, here we go with the three B2B SEO strategies.
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B2B SEO Strategy 1: Invest In Backlink Building
A backlink is when an external website links to your content. Search engines see this as a recommendation or referral, suggesting that your content is useful, accurate, and up-to-date. As you can predict, that makes it one of the most important ranking factors within the Google algorithm.
You might think the more backlinks you build, the higher your website will rank. While this is true, it’s not all about quantity. In fact, quality is much more influential. While the aim of the game is to get people linking to your website, if a high authority domain, such as a national publication, respected education provider, or another high ranking website gives you a backlink, the algorithm adds more value to this than a start-up or spammy website.
It’s at this point most people ask, how do I get people to link to my content? It requires a well-thought-out strategy, planning, and a clear roadmap. More often than not, link building is a long-winded, time-consuming, and challenging process that we don’t recommend in-house teams take on themselves. Expensive tools and much experience make it easier for a B2B SEO company to handle this for you.
Honestly, investing a small amount in link building will impact your website positively. It’s a highly influential ranking factor that many businesses neglect because they don’t know how to do it. Take advantage of that gap in your competitors' arsenal, and you’ll climb the rankings.
B2B SEO Strategy 2: Answer Questions Within Your Content
Google exists to provide the most relevant answer to a user’s search query, and within the B2B sector, most searches are questions or problems that need resolving. You can easily capitalize on this by answering these questions directly within your website content.
Directly answering questions is a double-hit for B2B SEO marketers. You may have noticed that when you ask a question within Google, there is usually an answer displayed in a box at the top of your search results, above all organic rankings. This is called a featured snippet or position 0. By being to the point and answering pressing questions you can claim position 0 and boost your organic ranking. Interestingly, when a SERP returns a featured snippet, the CTR for organic results drops, proving how valuable position 0 is.
Many B2B companies aren’t direct and overly informative with their marketing or website content. A lot of them are fearful of competitors stealing their ideas or knowing the inner workings of their products. However, should you step outside the marketing fluff content and become a content-heavy, informative, thought-leader, you have the opportunity to claim many position 0’s and top page organic rankings.
What’s great about this B2B SEO strategy is it can be incredibly easy to implement, and you’ll often see results rapidly. As soon as your website has been crawled again, Google will see your newly released question-answering content and place it at the top.
B2B SEO Strategy 3: Optimize Page Titles & Headings
It’s no secret that the title and headings of a webpage are the most valuable pieces of content as they speak to both users and search engines. The reason they’re so valuable is they help you rank higher and make your site more user-friendly and informative.
First, let’s discuss titles. Titles actually appear in metadata, they aren’t visible on the page – they’re what you see in search results. Not only does it need to grab the reader's attention, but it also needs to speak to search engines to let them know what the page is about. To be impactful for both users and SEO, marketers need to optimize their titles to include valuable keywords while enticing the reader to click on your search results. If your title includes the keyword a user searched, they’re much more likely to click on your listing.
Additionally, you need continuity when a user or crawler lands on your website. Utilizing H1 to H6 tags and optimizing them with keywords wherever possible will be very much to your advantage. Header tags carry more weight than body copy. Again, if you can use keywords naturally, giving a great experience to users while pleasing bots, your rankings will improve greatly.
We don’t suggest repeating keywords across multiple pages unless they are the most searched and important terms for your business. What works best is to select a few per page and optimize for them individually. By giving each page a specific set of keywords, you’re increasing the chance of them ranking for those terms.
SEO for B2B companies can be incredibly complicated if you make it that way. As mentioned, there are hundreds of myths and hacks that marketers implement, and they make little to no impact. If you take our top B2B SEO tips to heart and keep up to date with B2B SEO trends, you’ll see a big impact very quickly, which is what most business owners are looking for. Should you require any assistance, advice, or an expert B2B SEO agency to formulate a strategy for you, we’d be happy to arrange a discovery call.
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