Boss Digital provides a range of bespoke digital marketing and SEO services for ambitious B2B organisations who wish to transform their marketing.

When you engage with Boss, it’s like having your own internal team of B2B brand experts, copy writers, designers, developers, search marketing experts and data analysts, only with no overheads and a fraction the wage bill. We take complete ownership of your digital marketing and will work on-site where required.

Above all, we understand that the impact everything we do needs to be measured in pounds and pence. This is about results.

Why is SEO so important for B2B organisations?

Over 70% of B2B research phases begin with a search in Google, just as yours brought you to look at this page! Therefore ensuring that you have a strong presence when your audience begins that research is essential if you wish to maintain a steady flow of inbound leads.

This isn’t just about sheer volume, either. 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 far fewer sales resources to generate far more business!

Perhaps the greatest reason of all, however, is the fact that 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 is all having a compound benefit to the business. So 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. It is the reason why 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!

After all, your website is one of just two assets that you own online (the other being your email list), so while it’s tempting to concentrate your activity on perhaps more seemingly glamorous activities such as social media and PR, you need to remember that the value of such activities must either be measured in its ability to provide a short term ROI, or by its ability to enhance one of the two real assets, particularly your website’s SEO.

To find out how your company can better connect with its prospects via an intelligent B2B SEO campaign, contact us today via or 01628 601713.

What does a great B2B SEO strategy look like?

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.

Ultimately you need to remember that 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.

  • Brand – does your organisation have a clear brand identity? Does it have a clearly defined core competence, purpose, value proposition and position, and does everyone in the company understand how that translates into the right language and imagery? This is often an area of significant weakness for B2B companies, as they underestimate the power of brand, or more likely assume that it is only relevant to consumer organisations. This is a massive issue, as all of your content and channel activity is going to flow from your brand strategy, so if that is in any way lacking then you have a huge problem before you’ve even begun.
  • Content – you may well have heard of content marketing, a common term used now and particularly relevant to B2B organisations seeking to develop their presence online. In truth, content marketing is nothing new. Marketing has always been about developing and distributing great content, and this has long been at the absolute heart of SEO. There are several components to this. The first is the development of key landing pages across the website (like this one!) 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. The second element to your content strategy is about broader engagement higher up the funnel. So what content will you create that will 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 also want to chop it up for promotion on social media.
  • On-page optimisation and technical optimisation – this may not be the most glamorous aspect of SEO, but it could not be more fundamental. Google needs to be able to interpret the content on each page, so that requires all the basics in place, from title tags and image alt tags to clean URL’s and appropriate keyword density. It’s also important t consider the more technical elements of SEO, particularly issues around speed, hosting, crawlability and image compression. These often neglected “behind the scenes” considerations, can often be the reason why some websites fail to ever get the true search engine value out of their content.
  • Link acquisition and other positive brand signals – once the foundations are laid on the website itself, the next step is to demonstrate to Google that this is an organisation that customers within the sector can trust. There are many elements within 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 that your website has, the better it will rank, assuming that is that 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 why we specialise so heavily 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.

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