B2B SEO: Three Essential Strategies to Generate High-Quality Leads

B2B SEO Strategies

Organic search has an amazing ability to send targeted traffic
on a continuous basis is unbeatable, but it is getting harder and
harder to build an organic search presence.

There are many factors playing a role here, including the higher
competition in just about any business sector, and Google’s
growing unwillingness to send clicks elsewhere, instead of keeping
those users engaged with search result pages.

So if your B2B business is seeing less and less of Google
traffic, you are not alone.

Using the tactics below, you can remedy the situation and
improve your Google’s rankings. Here are three essential SEO
tactics for B2B business to generate high-quality leads from
organic search:

1. Get Your Site Discovered at All Stages of the Discovery
(Pre-Buying) Journey

While B2B sales are often driven by impulse shopping, B2B buyers
are willing to do their homework prior to making the final
decision.

In B2B industry, content is the most important component of the
buyers’ journey which can directly influence purchasing
decisions.
More than half
(62%) of B2B customers admit they can finalize
their purchase selection criteria based solely on digital
content.


According to a 2015 Forrester study
, 74% of B2B buyers spend
more than half of their time researching a product online before
buying it offline.

This means that B2B SEOs must pay close attention to both:

  • Search queries with informational intent (to create optimized
    “problem -> solution” type of content
  • Branded search queries (those that include their own brand or
    product name as well as that of their competitors’)

To give a good example of a SaaS brand doing that right, take a
look at PayKickstart that has separate landing pages optimized
for:

  • Niche specific landing pages that explain how the platform
    helps businesses in each sector they target (Example)
  • Competitive landing pages (explaining why their platform is
    better than that of the competitor: Example)
  • “Problem -> Solution” landing pages (explaining how the
    platform solves an existing specific problem in their niche:
    Example)

Landing page example
[An example of a landing page driven by competitive branded
keywords]

This SEO strategy serves a target customer at each of their
research stage:

  • Planning stage: Initial research (when they
    are only looking for possible apps to set up their digital
    entity)
  • The decision stage (when the customer has
    collected possible options and tries to make a choice)
  • Set-up stage (when the target customer is in
    the process of set-up and facing some specific problems)

Your keyword research and content optimization strategy should
address all of these stages that normally constitute the buying
journey in the B2B sector:

The stage in the buying journey Keyword research tactic
Initial research (planning) Core term extension (traditional
keyword research
)
Decision / choice making Branded keyword
research
(including your and your competitor’s brand
names)
Set-up stage Niche
question research

2. Plan a Separate SEO Strategy for Each Possible Decision Maker

In B2Bs sales and marketing, there’s almost never a single
decision maker to target. Nowadays, the decision making unit (DMU)
usually consists of about 7 people which is more than a few years
ago.
Harvard Business Review reported
the DMU growth back in
2017:

“The number of people involved in B2B … purchases has
climbed from an average of 5.4 two years ago to 6.8 today.”

In many industries, a decision making unit may include at least
the head of marketing, the head of operations, and the head of
sales. And let’s not forget multiple people who may be doing
initial product research and presenting the options to the actual
decision makers. You need to target those too.

Google’s study confirms that purchase decision-making process
may include lots employees beyond the
Csuite (i.e. executive-level
managers):

Decision making

Obviously, all the decision makers will all have their own needs
from any product they are researching. All these diverse opinions
and priorities should be addressed in the SEO strategy.

All the possible decision makers are likely to discover your
product through different paths and different landing pages, so you
need to plan your SEO strategy accordingly:

  • Work with your sales team closely to better understand the
    decision making unit of your target customer
  • Research your competitor’s traffic-driving keywords and
    organize those keywords based on your identified decision
    makers
  • Plan an SEO content strategy accordingly to match each
    identified search query to a person within your target customer’s
    DMU to a landing page tailored to that particular decision
    maker

For example, for the sake of an experiment, let’s say your B2B
product is a lead generation platform for business to capture and
organize lead information. So what we need to do to develop a SEO
content strategy is to identify key organic competitors and gather
their keyword data through tools like Ahrefs or SEMrush:

From there, we are developing a spreadsheet outlying our
findings and including:

  • The stage in the pre-buying journey (see tip #1)
  • The actual decision makers / personas who are likely to be
    using this search query
  • The landing page this search query needs for our own tool to be
    findable through it:

keyword spreadsheet

Each content piece targeting a specific decision maker and a
specific keyword needs to keep that persona in mind, and a
search intent
behind the query.

To help with search intent optimization, use Text Optimizer which uses semantic
analysis to help you better understand the topical relevance and
underlying concepts:

Text Optimizer

3. Get Your Brand Associated with Your Competing and Related
Entities

Making sure your brand is placed inside Google’s “map” of
your niche is important for Google to know what other entities
(brands) it is associated with.

Google’s Knowledge Graph (i.e. Google’s understanding of the
world) is a crucial ranking factor. You need to be connected to
other brands in the niche for Google to know where you belong.

Google’s Knowledge Graph

Getting your business into Google’s Knowledge base is an
on-going process that consists of:

  • to get your brand included into listicles featuring (or
    ranking) your competitors
  • Publishing your own listicles including your brand alongside
    your better-known competitors
  • Creating a detailed, semantically optimized About
    page
  • Making sure your brand is featured wherever your competitors
    are featured, including conference websites, awards, etc.
  • Creating optimized content for branded queries including [your
    brand vs competitor] and [competitor alternative]

Bonus: Monitor Leads, not Just Organic Search Clicks

Finally, your clicks from organic search may still be lower than
a few years ago, but what really matters for a B2B business is the
leads.

Make sure your
goals are set up properly inside Google Analytics
for you to be
able to monitor your conversions.

Google Analytics

Another useful tracking tool to use to monitor your organic
traffic performance is Finteza which allows to build
conversion reports based on multiple criteria, including the
traffic source, the landing page and even the audience
demographic:

Finteza

There
are even more customer journey analytics tools
for you to try,
so you definitely have some options here.

Conclusion

B2B SEO may take a lot of time, planning and implementing, but
it is well worth your (team’s) time because organic presence is
something you can keep building on, without the need to continually
invest in it.

By using the tactics above, you will create a powerful SEO
strategy ensuring long-term findability of your products. Good
luck!

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B2B SEO: Three Essential Strategies to Generate High-Quality
Leads
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B2B SEO: Three Essential Strategies to Generate High-Quality
Leads