It’s important to understand search how how to deliver SEO for B2B businesses commercially. This means what strategies do you need to deploy to deliver the fastest commercial return? It’s a clichéd term, but always put yourself in the mindset of a consumer… in this case it’s a B2B business looking for your service.
Think about how you search online and apply this same technique to them – you search certain words and phrases, alter them and then add/remove to further refine your search results. Having a B2B SEO strategy provides guidelines for your business in terms of identifying keywords and keyword phrases that B2B prospects are searching for in order to find your service. Your B2B SEO strategy should provide guidelines that get you in front of these B2B prospects and continue to improve your search rankings and improve your overall search visibility for this.
Keywords and keyword phrases Keywords (and phrases) are the most critical starting point for your B2B SEO Strategy. They define the audience, the volumes of search (and therefore potential inbound enquiries) and your B2B pipeline of business. It’s important that these defining search keywords are a fully integral part to you website; how your content is written, how your site is structured, what browsers are looking for. It’s common for businesses to operate a B2B SEO strategy either too loosely and delivering vague information around subjects to keyword stuff their website and overwhelm search engines with too much focused content that it does not look natural.
Researching your keywords Researching your B2B keywords involves identifying what your B2B prospects are searching and steering them towards your services. There’s a great range of tools that will help you in this decision making process and provide guidance on advised keywords, ranking competition and keyword frequencies and density. It’s an on-going process of understanding what B2B prospects are searching for your product (or competitions) and understanding how you can steer them towards your website with relevant and engaging content and correct website structure. The initial stages of keyword research for your B2B marketing can be intensive and a relatively complex process. Below provides some clear guidelines on what to focus on: Intentions of the page: What is your core objective for the page, is it providing information or is it a very direct sales approach.
This decision will position your product towards different prospects and where they are in the buying cycle. The language you use will dramatically vary according to which format best suits your business. Picking keywords for each optimised page: As you’re building your website for B2B marketing consider using only a small handful of focused keywords and grow your targeting as the website grows. Analysing competition: Keep an eye on competition – it’s a great way to stay ahead of the game.
Viewing source (or a handful of tools) will analyse your competitions website and give you an indication of what keywords they’re targeting in their website. Use this to guide your decisions – consideration must also be paid to whether they are targeting the exact same B2B prospects or whether the alignment is slightly different. Use a keyword analysis tool search as Google Adword Tool. This will help you define your target searches based on relevancy, competition and regions.
Applying Keywords to your page It’s generally the first few hundred words that are considered the most important – so make sure your content is clear, consistent and utilises your identified keywords. Make sure you use heading (H1) tags on your page that are consistently relevant to your content. Headlines: Be sure to have your primary keywords in place on your headings and sub-headings as this is where the is significant weighting for search engines. Keyword density and frequency: Be sure to keep your keywords organic. This means don’t overuse your keywords in your main page content as this may have an adverse effect. As a general rule try to use them twice or so in the main body text. There’s a couple of areas to steer clear of such as having your brand name being the first thing on your website. This is generally the case with default configuration on your CMS systems so log in and change this. Also ensure you really check through each of your pages titles, subtitles and content to be sure they are unique, relevant and not forced. This article is by no means the definitive list of things to do on your website however as an initial focus please do check these points off and ensure they are kept on top of.