What is B2B SEO? How to Make a Strategy for it?
Are you exploring to know what B2B SEO is and How to make a strategy for it? This is the comprehensive introduction to B2B SEO—so you might require to read this one over lunch. Here’s the executive summary:
- Businesses don’t Google things; people do. Whether it’s B2B or B2C, your SEO strategy requires to be about the people you’re trying to reach.
- Your B2B SEO strategy should answer: What are our people looking for?
This guide will give you the best practices you require to build your own B2B SEO strategy. And just in case you’re interested if it works…
I’ve been saving this post up to date since 2018. As of January 2021, this lead ranks #1 for B2B SEO, so you’re in good hands.
Specific advice for B2B SEO in 2021
This is an evergreen pillar page, which implies I keep it up to date, but the principles of B2B SEO don’t change sufficient for me to do a complete rewrite of this post every year. So rather, here’s my specific advice for SEOs in 2021:
- Publish original research to get links. If you have an audience or exclusive data, use that to publish the kinds of stats that journalists and bloggers in your niche will reference.
- If you represent an emerging product category, grant writing pages that rank for terms in the category you’re disrupting. You don’t just want to rank for your new-fangled idea—you want to siphon off traffic from the old keywords, too!
- YouTube is a search engine, too. Consider repurposing the content of your high-performing SEO posts into videos, and consider making videos that cover the same ground as your competitors’ top SEO articles.
- Distribute, distribute, distribute. If you require to rank faster, get more exposure. If you want more exposure, promote your stuff. Part of content marketing is marketing your content.
Note: We update this guide for important updates in the B2B space for beginners, but if you want more advanced, as-it-happens SEO tips, subscribe to our content strategy newsletter. =)
What is B2B SEO?
SEO (search engine optimization) is the science of making your Web pages show up when people use search engines. Which means,
B2B SEO = the science of reaching professionals through search engines
That could include:
- A CMO is searching for “Omni channel marketing.”
- A start up founder is searching for “HR software.”
- A facilities director is searching for “sound masking.”
- A surgeon is searching for “most comfortable surgical gloves.”
On-page, Off-page, and Technical SEO
There are three common categories of SEO: on-page SEO, off-page SEO, and technical SEO.
On-page SEO is everything that goes into making a specific page rank. This essentially deals with the content itself that you’re serving up—which is why some people call it content SEO. So when you’re talking about keywords, user experience, titles, and Meta descriptions, you’re talking about on-page SEO.
Off-page SEO is everything that happens on other Web pages that supports a certain page rank in search engines. There are certain elements of off-page SEO, but links are the most important, and therefore the most commonly talked about.
Technical SEO is (generally) the behind-the-scenes stuff. It’s making sure your website is close to the technology that powers search. So when you understand terms like schema, AMP, and SSL, you’re in technical SEO territory.
There’s a good deal of overlap here. For instance, the faster your page loads, the better it will rank in Google—that’s both on-page and technical SEO.
Or, for another instance, comprehensive, long-form content tends to include more keywords and get more links from reputable sites. But, again, that’s both on-page and off-page SEO.
Although B2B companies should know technical SEO, it’s not B2B-specific. So this article pays much closer consideration to on- and off-page SEO.
How to make a B2B SEO strategy
If you’re liable for writing an SEO strategy for your B2B Company, where do you start? Here’s a step-by-step method for writing an SEO strategy that wins traffic in your market. (And yes, we do this for our clients—so if you want a hand, we should discuss.)
It’s effortless to over-complicate SEO. That’s why it’s good to start simple. At its core, a B2B SEO strategy answers these questions:
- What are our people looking for?
- How will we satisfy that desire?
- How will we convince search engines that we satisfy them?
The entire SEO industry is made around answering these questions. So we won’t answer them all in-depth here. Instead, let’s take a high-level tour through all three, with some particular dos and don’ts to keep in mind in the B2B space.
What are our people looking for?
SEO begins with understanding what people in your market are typing into Google and other search engines. You can rank for all varieties of keywords—but if nobody’s searching for them, they’re not going to do you any good.
We’ll look at a few practical ways to answer this question in a minute, but first, let’s address an essential part of this question: “our people.”
To do B2B SEO right, you should previously know who your market is. You’ll likely require to account for specific types of decision-makers, practitioners, and other stakeholders in the companies you’re trying to reach. This gives you a concept of what jobs you’re helping people do, which is the key to making sure you’re focusing on relevant search terms. A few swift notes before we jump into this:
- Keyword research can go on forever. I like it a lot, but it’s not for everyone. Keyword research becomes dizzying after a while, and it will eat up all your content strategists’ time if you let it.
- You will need a paid keyword tool. We’ll look at some free tricks for finding ideas, but if you want to do fundamental research, expect to pay for the right tools. Ahrefs, SEMrush, and Moz are common tools to use—I tend to rely on Ahrefs for the best data and SEMrush for speed.