Your prospects are searching for solutions. B2B SEO will increase the visibility of your business in the search results so that your business can be found by active buyers.
Every B2B purchase involves a healthy dose of research, and research always starts with a search engine. Whether you're renewing an existing customer or seeking a new prospect, search engine optimisation (SEO) is vital. Use B2B SEO to reach, convince and convert your next customer.
Done For You SEO
FullerFunnels B2B SEO services help your business to be found by prospects who are researching the challenges your business can solve.
SEO Resources & Guides
We've put together a collection of SEO resources including guides, tools and training.
90% of B2B researchers use the internet during the B2B research process. - Google
The Marketing UX approach to SEO for B2B industries
At FullerFunnels we help businesses combine digital marketing with user experience design. Creating a customer journey map for any B2B purchasing cycle will show you that search has a vital role.
The Marketing UX approach focuses on ensuring your message is seen in the moments that matter, and searching for products and solutions is a moment that matters in every buyer journey; The only question is, can your business be found?
QUICK SEO TIP: We use a tool called KWFinder to research the terms prospects use in the buyer journey. Learn more about KWFinder.
What's the role of SEO in the B2B buyer journey?
In the buyer funnel, search engine optimisation supports awareness, consideration and demand.
Use search engine optimisation increase awareness
- With B2B SEO you’ll be found when your customer is researching a challenge and looking for a solution.
- Your next customer will find you when they don't know it's you they're looking for.
Use search engine optimisation to support consideration
- Use B2B SEO to highlight the benefits of your product over a competitor.
- Ensure your content is found first when your prospect is researching features.
Use search engine optimisation to generate demand
- Develop high-value content that attracts traffic via search. Use data capture tactics to transition unknown visitors into prospects.
On average, B2B researchers do 12 searches prior to engaging on a specific brand's site. - Google
Where does B2B SEO fit in the B2B digital marketing funnel?
We live in a Google world. Potential customers are searching for solutions and you need to be found. Use B2B SEO to fill the top of your marketing funnel with high-quality leads. As digital marketers we often think in terms of cost per lead, the great thing about SEO is that you don’t pay per lead! This makes SEO hugely scalable. You could create one piece of content that performs well and as a result, attract hundreds of leads.
Search engine optimisation also has a role to play in the middle of the funnel. In the consideration phase, buyers will be comparing solutions, if your competitors consistently appear in better positions and gain visibility, it’s likely they will also be able to poach or at the very least influence your pipeline.
Why is B2B search engine optimisation important?
B2B search engine optimisation is an ongoing process for increasing organic traffic. Organic traffic is non-paid traffic generated from search engines. We already know a majority of online journeys begin with a search. A B2B buyer is likely to begin their customer journey with a search. With B2B SEO, digital marketers try to ensure that their websites have a prominent position in the search results when those first steps on the B2B buying journey are taken.
In any B2B purchase the buyer (often a team) are looking for the best solution and to minimize risk. Credibility in B2B is a major factor and SEO can help vendors establish credibility and brand awareness early in the buying journey. If your business appears highly ranked for a variety of relevant search terms, future buyers will regularly encounter your brand alongside other market leaders. If your competitors appear on page one and your business appears on page 3, that’s a significant blow to your credibility.
Here are a few more reasons why B2B SEO is important:
- A majority of B2B buyers begin the buying journey with a search.
- SEO will help your business be found, by the right audience.
- Prospects searching for a solution have an immediate need and are much more likely to convert.
- Ranking well, especially above your competitors, will boost your credibility.
71% of buyers start their research with a generic query, looking at topics not brands. - Google
Our B2B SEO Guides
B2B SEO Stats For Your Business Case
90% of B2B researchers who are online use search specifically to research business purchases. - (Google)
71% of B2B researchers start their purchase research with generic search terms. This means are searching for broad solutions, not brands. - (Google)
Long form content works better for SEO. The average word count of a page that appears first in the search results is 1,890. - (Backlinko)
Content with at least one image out ranks content with no images - (Backlinko)
57.4% of B2B businesses say SEO has the biggest impact on lead generation goals. - (MDG Advertising)
Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate. - (HubSpot)
70-80% of search engine users are only focusing on the organic results. -(MarTech)
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