Search engine optimization is a combination of great content that people will value, marketing that promotes this content and technical factors. The content on your website must be of genuine value to your target audience, your content must be promoted across various channels, have links pointing back to it from trusted third-party sites, and finally, it must be accessible and understandable for search engines. In this article, we share a few insights for those of you just getting started with B2B SEO.
Why do I need to think about B2B SEO?
B2B search engine optimization (B2B SEO) refers to the tactics and methods you can deploy with the aim of generating more traffic from search. Organic traffic is often the best form of traffic a website can receive because you don’t pay for every visitor that clicks through to your site, and if you have undertaken optimization correctly, the traffic you attract should be relevant to the product or service that you offer.
Critical in business-to-business markets where information hungry buyers are doing their own research before contacting a vendor, B2B search engine optimization helps your future customers find you in the search engine results. Your future customers will want to find solutions to their challenges often without knowing who can help. They will use a broad range of terms that align to their challenge and expected outcomes.
Where & what do I optimise to increase the visibility of my website?
Optimization occurs on several fronts, on page, on-site and off-site.
On page optimization
On-page optimization is about making sure that you have the best content and that content is well structured. The most fundamental part of on page optimization is making sure that you have the best possible content for a particular query. On-page optimization will then look at page structure, headings, and accessibility of a page. Once you have the best content, on page optimization will help search engines understand and index the page.
On-site optimization looks at the optimization tasks that can be undertaken which impact the entire site, for example increasing the speed of your site or adding a search engine friendly sitemap. On-site optimization practices are often technical in nature.
Off-site optimization is where you try to encourage others to link to your site from their own websites and share your content across social media. Off-site optimization is the most difficult form of SEO but also the most valuable. It’s linked to content marketing where great content is promoted across appropriate channels. Off-site optimization is an evolution of PR. Traditional PR was about trying to get journalists to talk about you in their physical publications. Modern PR is about building relationships with publications and websites in your niche.
What technical expertise do I need to get started with B2B SEO?
Most SEO journeys start with a website audit. This is a technical task that evaluates your website from a search engine optimization perspective. The audit will highlight issues in your code, site structure, and other areas. Once the audit is complete, technical expertise is needed to apply recommendations to the site. For example, the audit may reveal that your pages need better title and meta tags or identify an issue with the way redirects work on your site. You need a level of expertise to fix such issues.
What subject matter expertise do I need to get started with B2B SEO?
Search engines want to display the best results to their users. This means that your content must offer something of value. To offer something valuable, you must have subject matter expertise on a topic and a unique perspective. If your content is the same as everyone else’s and you can’t offer new information or a unique viewpoint, it’ll be difficult to compete.
How important is content in B2B search engine optimization?
Search engines attempt to understand what web pages are about, how well pages answer a question and if the answer is better than the millions of other pages they could show instead. To rank at all, your subject matter expertise must be evident in your content. You must have the skills to create content that search engines will understand and crafting good content takes time. The investment of time to create content is much greater than other forms of traffic acquisition. It takes time and expertise to craft great content that your audience will value. Search engines want to show the best answer and to rank in the search results, you must deliver content that shows that you have the best answer. Search engine optimization is a tactic where people with great ideas and great things to say will succeed if their content is optimized.
Last Updated on