3 SEO Strategies to Put in Place to Properly Target Companies
According to 61% of B2B specialists, SEO and organic traffic generate more leads than any other marketing strategy. If there is no specific rule for B2B SEO, since the Google algorithm works the same in all cases. However, it is still necessary to adapt your strategy to your specific target.
Indeed, in the B2B sector, your market is generally represented by a small demographic group, made up of decision-makers of a company (marketing managers, CEOs, managers…). In terms of SEO, this is a game-changer. For example, B2C sites try to rank for keywords that are searched by thousands of people every month. While in B2B, you are required to target expressions that sometimes get less than 100 searches per month.
So, how to adapt your SEO to these specificities? Make way for 3 of the most effective strategies to rank well on Google in B2B!
1. Create More Than One B2B Persona
The goal is to know the target of your SEO strategy. Here, you are not targeting a consumer, but a business. You must therefore determine WHO within the organization should be contacted. This way you can determine the type of queries he is entering on Google.
However, B2B buying decisions are rarely made by one person. In addition to targeting the person to whom your product or service is aimed directly, think about the hierarchy.
If you’re selling a marketing tool, you’re going to target marketers. The latter, before subscribing to your tool, will ask for the agreement of their superior (the marketing director, in large companies, the manager in smaller structures). You should also think about them when establishing your SEO strategy.
2. Target High Value, But Low Volume Keywords
In B2B, it’s not the quantity but the quality that counts. Some keywords will attract less than 100 visitors / month to your site. So what? The important thing is that these visits turn into conversion.
Try to find long-tail, high-purchase intent keywords to optimize your B2B SEO. Less competitive, however, they bring qualified traffic to your site.
Instead of simply working on the expression “HR software”, see if more specific queries are sought: “SME HR payroll software”, “best HR tool for TPE”, “compare HR software”, “HR software for the construction industry”, etc.
To do this, use a tool like Google’s Keyword Planner, SEMRush, Ubersugges
3. Optimize Your Product and Service Pages for the Final B2B Decision Maker
Now is the time to optimize your product and service pages to hook the final prospect. Think about who will have the final word in contacting you. Here are some steps to follow:
Step One: Offer 100% unique content
Often, companies sort their pages by city or by sector of activity. They take exactly the same content, simply by changing the variable data (and the name of the privileged contact). So, it is important to make a unique content to stand out the competition
Step Two: Offer long format content
Do you want your pages to rise in the results? Write a text of at least 1000 words, even 2000 if possible. Different studies have shown that the length of content influences SEO.
Step Three: Work on keywords intelligently
Just because your content is 2,000 words doesn’t mean that you have to include your keyword 100 times. Google won’t like it, neither will your readers. Instead, use your keyword strategically.
Mention it in the H1 title and title tag of your page.
Use it in 2 or 3 subtitles.
Include it in the introduction.
Make sure your page URL includes the target keyword.
Use synonyms and variations to build vocabulary. This technique also shows the prospect that you know your topic very well.
Include it in the unique meta description.
In B2B or B2C, any purchasing process begins with an internet search. However, in the professional world, conversion involves several decision-makers. Think about it when building your sales funnel, developing your content marketing and choosing your keywords!
By applying these B2B SEO strategies, you should get more qualified visitors to your site.