Our team comprising a group of talented copywriters, designers, developers, search experts and data analysts will take ownership of your digital marketing.
Over 70% of B2B research phases begin with a search in Google. Ensuring that you have a strong presence when your audience begins that research is essential to maintain a steady flow of inbound leads.
B2B buying decisions are always well-researched. An effective SEO strategy ensures that your business comes out on top when buyers are researching different brands within your industry.
This isn’t just about sheer volume. The close rate for leads originating from SEO is just under 15%, compared to less than 2% for leads from outbound sales activity, so it requires fewer sales resources to generate far more business!
Perhaps the greatest reason of all, however, is the fact you are building an asset, which can’t be said of most sales or marketing activities. As you develop a website’s SEO, whether that’s through the addition of rich content, enhanced on-page optimisation or the development of a stronger brand, that has a compound benefit to your business.
Unlike activities like social media or PPC, where the impact is only felt as long as you are maintaining that activity, the benefit of SEO grows over time and continues even if you placed your activity on hold. For this reason, the vast majority of traffic that enters a B2B website in any given month will have been generated via content that was added to the website prior to the month in question!
The key word in that question is strategy. This is about developing an overarching strategy that enables you to build something over the long term, rather than deploying mere tactics designed to exploit the shortcomings of the current Google algorithm to your advantage.
Google cares about two things: content and brand. So, when a B2B decision maker makes a relevant search query, all it is trying to do is rank the best content from the most trusted brand. Your objective is to ensure that yours satisfies those two criteria better than anyone else in the market.
B2B companies often underestimate the power of brand, and assume that it is only relevant to B2C organisations. Brand is a vital part of SEO for B2B organisations – as all of your content and channel activity flows from your brand strategy.
Before you begin constructing an SEO strategy, consider the following:
– Does your organisation have a clear brand identity?
– Does it have a clearly defined core competence, purpose, value proposition and position?
– Does everyone in the company understand how that translates into the right language and imagery?
Content marketing is nothing new. Marketing has always been about developing and distributing great content and is at the heart of SEO.
– Key landing pages across the website that provide useful information to sales-orientated search queries. The more of these rich landing pages your website has, the more broadly you are casting your keyword net and the greater the potential value of all related SEO activity thereafter.
– Broader engagement higher up the funnel. So what content will you create to capture people within your target audience in the earliest stages of their research process, or perhaps before they’ve even started? Not only should this content be published on your blog and email, but you’ll want to chop it up for promotion on social media.
This may not be the most glamorous aspect of SEO, but it’s fundamental. Google needs to interpret the content on each page, so that requires all the basics in place: from title tags and image alt tags to clean URLs and appropriate keyword density.
It’s also important to consider the more technical elements of SEO, particularly issues around speed, hosting, crawlability and image compression. These often neglected “behind the scenes” considerations are why some websites fail to ever get the true search engine value out of their content.
Once the foundations are laid on the website itself, the next step is to demonstrate to Google this is an organisation within your sector that customers can trust. There are many elements of the Google algorithm that signal this trust, but the greatest correlation with search engine performance comes from inbound links.
The greater the number of links from unique domains your website has, the better it will rank, assuming the domains are credible and relevant. The most effective ways to solicit these links include influencer marketing, PR, content marketing and good old-fashioned offline networking.
This is one of the reasons we specialise in B2B digital marketing, as that sector focus has enabled us to develop a network of relationships that, combined with the right brand and content strategy, can lead to significant results from a link acquisition and broader SEO perspective.
Frequently Asked Questions about our SEO Services for B2B Organisations
SEO is a digital strategy used to improve an organisation’s position in the Search Engine Ranking Pages (SERPs). It is not sector specific and can be applied to B2B and B2C.
SEO is used within B2B marketing to…
Yes, local SEO is important for B2B brands, even if they have a global audience. Optimising for local search can help target specific regions, enhance visibility in local markets, and increase brand recognition
There are a number of bad SEO practices, known as black hat SEO, which can incur penalties from Google. These include keyword stuffing, aggressive link-building, duplicate/thin content and hidden text/links.
UX is crucial for good SEO. A well-designed and user-friendly website leads to lower bounce rates, longer dwell times, and increased engagement, which are factors search engines consider when ranking pages.
Our team care about two things – doing brilliant work and making an impact. That’s why we’re directing every free moment to helping the
Contact us today for a free consultation to drive change and grow your market share.
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