Which SEO Strategies Should Local B2Bs Focus On?

Written by: Jason Bayless | January 11, 2016

SEO strategies are an important marketing tool for B2B business success. However, consumer and technological changes mean that companies need to revamp and update their SEO strategies. Keep reading to learn some of the best techniques to improving your B2B SEO marketing success.

An Excellent User Experience
According to Entrepreneur magazine, a good user experience is the most overlooked component of SEO strategies. Unfortunately, many companies mistakenly assume that content is the key, so they overly focus on SEO, keywords and back-links. However, an excellent user experience is equally important. First, the homepage must be streamlined and logically organized. Second, a site must have top rate speed with zero lag. Research shows that slow load time actually lowers conversion rates and the average time that a user will stay on the site. Third, websites must be optimized for the mobile experience. Research consistently shows that up to three-fourths of smart phone users access the Internet through their phone. B2B websites need this, because busy purchasing agents and executive officers will probably be checking out a B2B site while they are multitasking or on the road. Google’s PageSpeed is an excellent tool to benchmark your website’s load time for mobile the mobile and computer experience.

Engaging Content
There are good reasons why marketing departments traditionally focus on content. However, content goes beyond introducing the company and products or services. Content is also about telling a story and engaging consumers. Therefore, content needs to be both functional, such as product information, and informative, such as how-to guides and interactive blogs. In fact, dynamic content, such as vlogs, infographics and social media platforms, allows the company to truly express themselves and connect with customers. Keep in mind that blogs allow the company to establish industry credibility while providing meaningful content. It is also a chance to team up with other friendly companies and industry experts to provide hard facts, useful tips and interesting content.

Social Media Platforms
Many businesses understandably may grow weary of hearing about the importance of social media. However, social media is not only here to stay, but quickly becoming the new communication medium for B2B business. Therefore, the more active and engaged the company is on social media sites, the higher their visibility will be. Therefore, part of any successful B2B SEO strategy will involve shifting and adjusting current marketing resources to the digital medium. For example, marketing, advertising and sales departments should be included in this process. All of these employees should be trained and allowed to contribute content ideas. For example, a company can have sales people to monitor social media sites to respond to potential leads.

Strategic Placements
Consider using paid platform ad placements, such as Google AdWords. While it will cost you, it will also provide excellent visibility and increase traffic to your site. There is also a related tool called Google Keyword Planner that allows users to search and rank the popularity of words or phrases. In fact, it can accurately predict how successful keywords may or may not be. Being able to even semi-accurately forecast traffic, predicted clicks and conversations is extremely helpful. It also allows users to review historical statistics. Finally, it even is useful for deciding on new keywords or ad word groups for upcoming digital marketing campaigns.

In the end, at the heart of every B2B SEO strategy should be the goal of improving and perfecting the online user experience, especially for mobile phone users. They should also incorporate dynamic content through creating meaningful and interactive postings. In relation to this, an active social media presence will allow the company to understand and engage their customers. Finally, strategic ad placements are well worth the investment.