Is your B2B company doing everything it can to optimize the website for the search engines? B2B leads are expensive and require a lot of work to generate. When you have a strong B2B SEO strategy in place, you decrease your customer acquisition costs through inbound traffic. Here are eight best practices you should follow.
1. Focus on Your Target Audience
Your website shouldn't attempt to appeal to any possible customer of your B2B product or service. It should focus on the needs of a specific buyer profile that matches your ideal client. Having the first result in Google won't matter if the user experience doesn't match what a person in that role expects from a B2B company.
2. Improve Your Landing Pages
Are your landing pages relevant to the search queries that the visitor clicks on? First impression matter, especially when people are looking for long-tail keywords that cover specific use cases. Look over your landing pages and compare them to other industry-leading options.
[QUICK READ: How Do SEO Goals Impact Content Marketing Strategy?]
3. Personalize the Experience
You get to learn a lot about a potential customer as they interact with your website and social media profiles. Personalize the experience as best as you can to decrease bounce rate and keep them on your website.
4. Use Schema Markup
Scheme markup gives Google a lot of details about the contents of a particular page and its relevance. Rich snippets, Google Answer Boxes and local search data are a few ways that this search engine uses Schema markup when a user searches.
5. Audit Your Site for Technical SEO
Sometimes the basics get overlooked in the process of improving search engine ranking. Technical SEO audits go through every aspect of your website to look for anything that doesn't meet current standards and best practices for B2B SEO. Some examples of technical SEO problems include slow loading websites, poor content structure and grammar errors.
6. Optimize For Natural Language Searches
Voice-activated solutions and voice search on mobile have resulted in natural language queries being frequently used on search engines. The searchers often ask questions, such as how to solve a particular business problem that they keep running into. When you optimize your content with natural language in mind, you can capture this valuable lead source.
7. Understand the User Intent
Do you know what someone actually meant when they typed in a particular keyword or phrase? Look closer at what the user's intent was, as it can shed light on the stage of the buyer's journey, the customer segment that they would fall into and the type of content that they need when they look up this information.
8. Keep Mobile in Mind
Your B2B buyers don't have to stick with their workstations all day, thanks to cloud-based applications and mobile devices. They might be doing their research on a B2B solution during a meeting or when they're out on a business trip. SEO for mobile is another important area that you can't afford to overlook.
B2B SEO takes a deep dive into the needs of the potential customer when they're searching for information. You need to know what they're looking for, why they're looking for that in particular, and the user experience that they're familiar with when you work on optimizing your B2B website for search engines.