Consider Weighted B2B SEO Budgets for Best ROI Results
It is no secret that business-to-business (B2B) search engine optimization (SEO) is expensive. It involves various channels and takes a lot of effort. An experienced B2B SEO agency uses different campaign budgeting options to provide professional site optimization. One of these strategies is using a weighted budget.
This article explores a weighted B2B SEO budget, including:
- Definition of weighted budget
- Reasons why weighted SEO budget works
- How to use weighted SEO budgeting
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What Is a Weighted B2B SEO Budget?
A "weighted" B2B SEO budget refers to allocating resources toward SEO campaigns, whereby certain areas or tactics are prioritized over others. The budget is divided based on the perceived impact and importance of various SEO strategies and tactics.
For example, if keyword research is more critical than technical SEO, allocate more resources to keyword research than technical SEO.
When using weighted budgets, a B2B SEO agency considers the following factors:
- Understanding business goals. Identify your target audience, the keywords they use to find your products or services, and the search engines they use. Set specific traffic, leads, and conversion goals, and allocate your budget accordingly.
- Learning about the competition. Consider the industry's competition level and the keywords' competitiveness to target. If your industry is highly competitive, allocate more budget to SEO to achieve business goals.
- Noting website health. Assess the website's health and SEO readiness. Assessments include site speed, mobile responsiveness, website architecture, and on-page optimization. Select the budget to address any issues hindering SEO performance.
- Considering content strategy. Develop a content strategy that aligns with your business goals and target audience. Apportion the budget to create high-quality, relevant, engaging content that attracts and retains the target audience.
- Highlighting measurement and reporting. Establish metrics to measure the success of your B2B SEO efforts, like traffic, leads, and conversions. Decide on the budget for tools and resources to track and report campaign progress.
Why Use Weighted SEO Budgeting
Weighted B2B SEO budgets can help companies optimize their SEO efforts, by prioritizing the areas that significantly impact their online visibility and search engine results page (SERP) rankings. This approach can also help businesses make the most of their resources and more efficiently achieve their SEO goals.
How To Use Weighted B2B SEO Budgeting
Weighted SEO budgeting assigns a more significant portion of the SEO budget to areas likely to significantly impact achieving your business goals. It involves the following steps:
1. Identify Marketing Goals
Your SEO budget should align with your overall business goals. Determine what you want to achieve with your SEO strategy, like increasing website traffic, generating leads, or improving conversions. Try these techniques:
- Make a list of company goals. It could be one of your weak points, like generating leads, creating sales, or promoting customer loyalty.
- Prioritize important goals. Select what to prioritize from your list of goals; for example, you want to prioritize lead generation over promoting loyalty.
- Understand what your clients want. Schedule an interview or one-on-one session to get to know your clients. Know their business, listen to their issues, and ask relevant questions.
2. Conduct Keyword Research
Identify your target audience's keywords and phrases to search for your products or services. Focus on long-tail keywords that are more specific to your business because these are often less competitive and can lead to higher-quality traffic. Remember these strategies:
- Use keyword research tools. Use Google Keyword Planner, Ahrefs, and SEMrush to identify the most relevant terms. Use these tools to conduct competitor keyword research.
- Note the search intent. The intent is the purpose of a search and why your clients use a specific search term. Are they searching for a particular service, or seeking information about the subject?
- Try long-tail keywords. These are long phrases that are more specific and highly targeted. These terms have a lower search volume but have less competition and, thus, are easier to rank.
- Use services or products for inspiration. If you provide software-as-a-service (SaaS), take inspiration from B2B SaaS SEO keywords and create a page for every service or product.
- Evaluate the competition. Find the level of competition for each of your target keywords. Highly competitive keywords may require a significant portion of the budget to achieve meaningful results.
3. Conduct a Website Audit
Evaluate website health and identify areas that require improvement. It includes site speed, mobile responsiveness, website architecture, and on-page optimization. Decide on a budget to address any issues hindering SEO performance. A typical website audit from a reputable B2B SEO agency includes the following:
- Check mobile-friendliness. Use the Google Mobile-Friendly test to check page appearance on a mobile device and find usability issues.
- Find out site speed. The Site Speed tool shows how fast people can see and eventually interact with your pages. The report measures latency, including page-load time, the execution speed of any event or user interaction, and how fast a browser analyzes your content.
- Locate technical SEO issues. Use Google Search Console to find data about indexed pages. Remove low-quality pages or add a no-index tag to avoid getting indexed. For broken links, fix these by stopping 404 errors.
- Analyze backlinks. Backlinks should be from quality websites, as more quality backlinks can help rank higher on SERPs. To develop more quality links, use natural strategies like guest blogging, influencer backlinking, and creating quality, helpful, and link-worthy content.
- Check accessibility. Use a WAVE tool, developed by WebAIM, to see any accessibility issue that needs immediate fixing.
- Look at site navigation. Check if the audience can easily find what they are seeking. Search engines can “understand” your pages, so index and offer them whenever someone uses your keywords to search your business.
4. Prioritize Budget and Monitor Performance
Once you have identified priorities based on the factors above, appropriate the budget proportionally. Consider designating a larger portion of the budget to areas likely to impact achieving your business goals.
Monitor SEO performance regularly and adjust the budget as needed. This includes evaluating the performance of specific keywords and content pieces, and adjusting the budget to allot more resources to high-performing areas.
By using weighted B2B SEO budgeting, you can allocate resources in a way that is strategic and likely to have the most significant impact on achieving your business goals. Regularly monitoring and adjusting the budget is essential to ensuring that you get the most value from your SEO investment.
Find out how your company can use B2B SEO-weighted budgets. Contact Digital Authority Partners today.
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