Organic search has the potential to send targeted traffic on an ongoing basis, but it is increasingly difficult to build an organic search presence.
There are many factors here, including higher competition in just about any business, plus Google’s growing reluctance to send clicks elsewhere, rather than keep those users engaged. with search results pages.
So, if your B2B business is getting less and less Google traffic, you’re not alone.
Using the tactics below, you can remedy the situation and improve your Google rankings.
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Here are three essential SEO tactics for a B2B business to generate high-quality leads from organic search:
While B2C sales are often driven by impulse purchases, B2B buyers are willing to do their homework before making a final decision.
In B2B, content is the most important component of the buyer’s journey, which can directly influence the purchasing decision. More than a half (62%) B2B customers admit they can perfect their purchase selection criteria based on digital content alone.
According to a 2015 Forrester Research 74% of B2B buyers spend more than half of their time researching products online before buying products offline.
This means that B2B SEOs must pay attention to both:
- Informative search queries to create optimized “problem -> solution” type content
- Branded search queries (queries that include their own brands or product names, as well as those of their competitors)
This is a great example of a SaaS brand doing just that – check out PayKickstart. They have separate landing pages optimized for:
- Specific, niche landing pages explain how the platform helps businesses in each of the areas they target (Eg)
- Competing landing pages (explain why their platform is better than your competitors’: Eg)
- “Problems -> Solutions” landing page (which explains how the platform solves a specific problem existing in their niche: Eg )
This SEO strategy serves target customers at each of their same arch stages:
- Planning phase: Initial research – when customers are only looking for possible applications to set up their digital entity
- Decision stage: Once the customer has collected the possible options and tried to make a choice
- Setup phase When the target customer is in the process of setting up and facing a specific problem.
Yours keyword research and content optimization strategy must address all the stages that typically include the B2B buying journey:
|Trip buying stage||Keyword research tactics|
|Initial research (planning)||Expanding on core terms (traditional keyword research)|
|Make a decision/choice||Branded keyword research (including your brand name and your competitors’)|
|Setup phase||Research the appropriate question|
2. Plan separate SEO strategy for each possible decision maker
In B2B sales and marketing, there is almost never a targeted decision maker. Today, a decision-making unit (DMU) usually consists of about seven people, more than a few years ago. The Harvard Business Review reported The back development of DMU in 2017:
“The number of people participating in B2B purchases… has grown from an average of 5.4 two years ago to 6.8 today.”
In many industries, a decision-making unit may include at least the head of marketing, the head of operations, and the head of sales. And don’t forget many people may be researching the original product and presenting options to actual decision makers. You also need to target those people.
Google research confirms that the purchasing decision-making process can involve a lot of employees in addition to OLD–Top class (ie executive level managers).
Obviously, all decision makers will have unique needs for whatever product they are researching. All of these diverse opinions and priorities should be addressed in an SEO strategy.
All decision makers can discover your product through different paths and different landing pages, so you need to plan your SEO strategy accordingly:
- Work with your sales team to better understand your target customer’s decision-making unit
- Research the keywords that drive your competitors’ traffic and organize those keywords based on your identified decision makers
- Plan the right strategic SEO content to match each identified search query with a person in your target customer’s DMU to a landing page that matches that particular decision maker.
For example, let’s say your B2B product is a lead generation platform that allows businesses to capture and organize lead information. You’ll need to develop an SEO content strategy to identify your primary, organic competitors and collect keyword data through tools like Ahrefs or SEMrush:
From there, you’ll create a spreadsheet with your findings and include:
- Stage in the pre-purchase journey (see tip #1)
- Real decision makers/individuals are likely to use this search query
- The landing page that this search query needs for our own engine to be able to find through it:
Each piece of content should target a specific decision maker and keyword and should keep that personality in mind, including search intent behind the query.
To help with optimized internet search, use Text Optimizer Use semantic analysis to help you better understand topic relevance and underlying concepts:
3. Associate your brand with your competitive and related audiences
Ensuring your brand is placed in Google’s “map” of your niche is important for Google to know what other entities (brands) it is associated with.
The Google Knowledge Graph (i.e. Google’s understanding of the world) is an important factor ranking factor . You need to be connected with other brands in your niche so that Google knows where you belong.
Getting your business into the Google Knowledge Base is an ongoing process that includes:
- Email reach to get your brand included in your competitor’s referral (or ranking) list
- Publish your own listings, including your brand alongside your more famous competitors
- Create details, semantics Optimized About page
- Make sure your brand is featured wherever your competitors are featured, including conference, award, etc.
- Create optimized content for branded queries including and [competitor alternative]
Bonus: Lead Tracking, More than Just Organic Search Clicks
Ultimately, your clicks from organic search may still be lower than a few years ago, but what really matters to a B2B business are leads.
Make sure your goals are set up properly inside Google Analytics so you can track your conversions.
Another useful tracking tool used to monitor your organic traffic performance is Finteza – it allows you to generate conversion reports based on multiple criteria, including traffic sources, landing pages and audience demographics:
There are even more customer journey analysis tools available for you to try it out, so you definitely have some options here.
B2B SEO can take a lot of time, but it is well worth your (team) time as your organic presence is something you can continue to build without having to constantly invest in it. .
By using the ideas above, you will create a powerful SEO strategy that will ensure the long-term searchability of your business and products. Good luck!