“Nailing foundational on-site and off-site SEO elements covered in this guide will enable your B2B brand to improve visibility and attract high quality leads.”
A strategic SEO approach is imperative for B2B companies to drive visibility and engagement in today’s increasingly digital marketplace. With more stakeholders involved in organisational purchase decisions and engagement happening predominantly online, how potential customers discover, research, and choose companies comes down to robust search optimisation.
This guide will walk through key SEO considerations and best practices specifically for B2B organisations targeting other businesses. Advanced tactics like personalisation, retention and multi-channel attribution help drive prospects through buying journeys. But nailing foundational on-site and off-site SEO elements covered in this guide will enable your B2B brand to improve visibility and attract high quality leads.
“Generating demand through SEO results in substantially lower customer acquisition costs compared to interrupted advertising channels.”
Investing in the right SEO strategies provides significant advantages for B2B organisations:
"Faster sites lead to better user experience and search engine visibility."
A well-structured, user-friendly website is the foundation of any effective SEO strategy. As a B2B company, your website is often the first touchpoint for potential customers conducting research. Ensuring it meets key architecture and design best practices will better position your content to rank in search engines and provide a seamless experience for visitors.
Mobile Responsiveness
Having a mobile-responsive website is now essential for strong SEO and user experience:
Navigation Best Practices
Simplifying website navigation goes hand-in-hand with mobile optimisation. Employing navigation best practices enhances user experience:
URL Structures
Optimising URL structures boosts discoverability and rankings by:
This creates pages search engines can easily crawl and understand.
Sitemaps
A sitemap is a crucial component that enables search engines to effectively crawl your site architecture. Crafting a clean, well-organised sitemap improves indexation of important pages and content.
Site Speed
With page speed being a Google ranking factor, website performance optimisation is key for SEO. Steps like compressing images, enabling caching, minimising redirects and streamlining code can significantly improve load times. Faster sites lead to better user experience and search engine visibility.
“Searchers are seeking to solve problems, learn about options, and educate themselves before connecting with sales.”
Defining user intent and mapping it to content strategy is vital for B2B success. B2B searches often involve researched decision making, not impulse buys. Searchers are seeking to solve problems, learn about options, and educate themselves before connecting with sales.
Keyword Research
Conduct thorough keyword research to uncover questions and queries driving industry searches:
Creating Content
With insight into the buyer journey, produce targeted content that answers priority questions and aligns to opportunities revealed through keyword research:
Analytics for Optimisation
Examine analytics for engagement levels across content types and topics:
Listen and Adjust
Continuously gather first-party feedback through surveys, questionnaires, and engagement monitoring:
“Targeted landing pages are vital in moving B2B visitors along the conversion funnel by providing relevant, intent-matched content.”
Targeted landing pages are vital in moving B2B visitors along the conversion funnel by providing relevant, intent-matched content. Generic homepage messaging fails to deliver the specifics visitors seek at each stage. Develop targeted pages around topics and offers.
Creating Keyword-Focused Content
Conduct keyword research to uncover topics driving traffic to your site. Then develop dedicated pages aligned to search intent:
Optimisation Through Testing
Because subtle page element changes can substantially lift conversions, continually test variations using A/B testing tools.
Strategic Call-to-Action Placement
Map CTAs to visitor intent within the funnel. Early-stage researchers should receive offers for educational materials. Those ready for evaluations get demo CTAs.
Multimedia
Combine copy, data, images, video, and reviews to showcase value:
“On-page SEO refers to optimisation techniques applied directly to individual web pages to improve their rankings in search engines.”
On-page SEO refers to optimisation techniques applied directly to individual web pages to improve their rankings in search engines. This includes adjustments to content, HTML code, site architecture linking, page speed, and other elements search algorithms evaluate when crawling pages. The collective intent is signalling to search bots that each page offers valuable information worthy of a prominent position for relevant keyword searches.
Page Titles and Meta Descriptions
Page titles and meta descriptions create the vital first impression in search listings, conveying what the page contains:
Header Tags
Header tags provide content structure, outlining importance hierarchy:
Image Optimisation
Images should offer value for visitors while also enhancing SEO:
Internal Link Building
Linking related content across site improves discoverability:
“B2B sites dealing in complex product and service offerings must get technical SEO right for their differentiated value propositions to be discovered.”
Technical SEO refers to behind-the-scenes optimisation of a website’s infrastructure and coding to allow search engines to properly crawl, index, and interpret pages to serve them up in search results. While quality content targeting user intent is imperative for rankings, bots must be able to efficiently navigate sites and extract meaning from what they encounter.
Technical optimisations don’t directly attract visitors — but rather empower content to reach its full visibility potential. B2B sites dealing in complex product and service offerings must get technical SEO right for their differentiated value propositions to be discovered.
Crawling and Indexing
Optimising site architecture facilitates discovery and interpretations of pages:
Sitemaps and Robots.txt
Proper sitemaps and robots.txt files help search bots efficiently navigate to desired pages:
Duplicate Content
Managing similar content prevents dilution by directing signals to one primary page while preventing others getting indexed:
Schema Markup
Enhance snippet displays with schema markup highlighting key data:
Mobile-First Indexing
With mobile representing a growing majority of all searches, a mobile-friendly responsive site is a requirement.
Technical optimisation builds infrastructure facilitating search engine capabilities in understanding pages for maximum visibility.
“Position your brand as a thought leader and hub of expertise through various forms of content and amplification strategies.”
Establishing subject matter authority and thought leadership fuels brand visibility and conversion potential. Position your brand as a thought leader and hub of expertise through various forms of content and amplification strategies.
High-Value Content Anchors Authority
Leverage blogs, case studies, whitepapers and informational resource centres focused on solving high priority problems for the target audience at each buyer journey stage. Pillar pages and key landing pages become authority hubs strengthened by expanding silos of highly relevant materials drawing in visitors from search and cross-promotion channels.
Getting Your Voice Heard
Authority expands through channels driving visitors back to your expertise pillars:
Strategic Social Presence
Maintaining an active social media presence also plays into perceptions of topical authority:
Managing Online Reputation
Monitor brand visibility through search queries and social listening for potentially reputation-damaging issues or biases plus opportunities to strengthen perceptions through community engagement and dexterous PR.
The compounding effects of hosting and syndicating expertise across media channels cultivate authority, accelerate trust, and magnify lead generation from organic discovery.
Contact us today for a free consultation and check out our case studies to discover how we’ve other B2B brands build their SEO strategy.
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