3 Ways to Boost B2B SEO Strategy
SEO is important for B2B businesses because about 67% of the organic online traffic comes to the first five websites listed in the organic search results. When the website appears in the search results it gains visibility and credibility.
SEO required technical know-how, buyer personas, content marketing capabilities and more. And the lack of visibility in the user's search behaviour can make SEO more difficult. Businesses need to set SEO objectives, understand how SEO should be used for their buyer's purchase journey and learn to accommodate the developments in search behaviour.
SEO in the buyer’s purchase journey
B2B buyers research online before making a purchase. They use broad, generic and non-branded keywords during the research. As the buyer moves through the journey and takes interest in making a purchase the keywords change to more brand-specific search terms or products.
You need to implement journey mapping techniques along with keyword research. This will help to find the keywords the buyers use at the different stages of the purchase journey. The B2B SEO strategy should be in line with the buyer's purchase journey and you should use the relevant SEO keywords and content to encourage the buyer’s intentions.
Setting SEO objectives
SEO success is not just about attaining the top positions in the SERPs for the relevant keywords. SEO objectives may be ‘Achieving positions zero for keywords a,b and c and position one for keywords x, y and z’. You should understand that the potions in the SERPs give brand visibility and it should only be considered a milestone and not the end goal.
SEO objectives should focus on business performance results. For example, SEO objectives can be:
‘Deliver 5000 additional conversions from organic search by the end of year ’
‘Increase the leads from organic search by 20% ’
Adjusting the B2B SEO strategy to developments
Online search is constantly evolving due to changes in search engine algorithms or user behaviour. For example, the use of long-tail keywords in searches has increased due to the increase in the popularity of voice-based searches. Your B2B SEO strategy should not be static. You should monitor and evaluate and restructure your SEO efforts to accommodate the developments in the search algorithms and user behaviours.
Accessing the strengths of the B2B SEO strategy
Most B2B businesses currently may have an SEO strategy. Any updates made to boost the current SEO strategy should ensure that its strengths are retained. You can access the strengths and the weaknesses of an SEO strategy using the following questions:
- What is the amount of your organic traffic currently?
- What amount of organic traffic turns into customers?
- Is the business ranking above or below the competitors in the search results and for which keywords?
- Which are the highest search volume keywords that the business relies on currently?
- In the SEO strategy, how often are the new keywords added?
Create valuable and relevant content to align with your buyer’s needs and the purchase journey. If you need any help you can consider Supramind.com, we offer B2B SEO services .