Search engine optimization (SEO) for B2B marketing is a constantly evolving strategy. It requires consistency and adaptability.
Whether you are getting used to SEO or have been following an SEO strategy for a while, it’s important to remember that at the heart of SEO is your target market and bringing it to your B2B website. In this post, we’re going to take a look at seven things all B2B marketers should be doing right now.
Evaluation of the keyword strategy
Think of your keyword strategy as the tone for all of your B2B content marketing and website activity. While the keywords tend to be consistent year over year, it’s important to evaluate your keyword strategy on a regular basis. This can be done quarterly, semi-annually or annually.
When evaluating your keyword strategy, check the search volume for certain terms, whether they are relevant to your company and what the intentions are behind the search queries. You want a mix of general search terms and specific purchase terms.
Common search terms such as “accounting software” can encompass a wide mix of queries from consumers looking for personal accounting software to people looking for types of accounting software. A more specific purchase intent search such as “accounting software for manufacturing companies” likely points to a manufacturing professional interested in buying software for their business.
Always do new keyword research when evaluating your keyword strategy. For many terms, search volume will not vary significantly, but trends can change and new terminology can come to light.
Testing with Google Ads
Google ads are viewed as a Search Engine Marketing (SEM) strategy rather than an SEO strategy, but they can quickly provide a lot of data for SEO. As you know, SEO takes time and it can take months for an optimized B2B website to rank for the target keywords. However, search ads on Google are available almost instantly and are easy to manage and update.
Although you have a keyword strategy in place and you can optimize your website based on that strategy, you can use Google Ads to run more real-time testing. Not sure if a particular industry offers better leads? Create and test an industry campaign. Then you will know if you need to create more industrial pages on your website. Wondering if your target market is looking for a product or service with a brand name? Use a Google Ads campaign to test it and see what types of leads are being generated.
For many, Google Ads validates an existing SEO strategy, but they can also be helpful in identifying new areas for lead generation and filling in the required content on your website.
Tracking of leads + searches
This seems obvious, but it’s not always done by B2B marketers. For many companies, anecdotal feedback from sales decides whether a marketing strategy is successful or not. That is not acceptable. All inbound lead generation should be carefully tracked and measured.
We recommend taking the time each month to review ALL incoming website forms and rate which ones were good and which weren’t. In addition, all leads should be assigned to the marketing channel they used to get to the website, regardless of whether it is organic search, google ads, remarketing, email marketing, referrals, etc. (the whole story), it shows the last channel that had the prospect of converting to a lead.
If you are using Google Ads in your SEO and B2B marketing strategy, you should carefully monitor website lead searches. While only seeing the search queries for visitors who clicked on a Google ad, you can get a glimpse of what people are looking for and what terms lead to higher quality leads.
Optimize page speed
How fast your B2B website loads becomes an important part of SEO for good reason. You don’t want your prospect’s first experiences with your B2B website to be frustrating. And what if they don’t have time to wait for it to load and come back to the search results and go with your competitor? You lost a head start before you ever spoke to them.
There is a lot to be done to optimize page speed. It is best to work with a developer who will take a comprehensive look at your B2B website and implement the changes. Ideally, they’ll get in touch with you to show you what the difference is. You may not notice a two second decrease in loading time, but search engines and users do. Your developer should allow between 15 and 20 hours to review and optimize the page speed.
Careful creation of metadata
Some metadata affects search engine optimization, some doesn’t – but it can pay off to spend time doing all of that. For example, optimizing meta titles and URLs with keywords will improve search engine optimization by giving clear indications of what the content is about. Although meta descriptions have no direct impact on search engine optimization, if created correctly they can entice potential customers to click on your website in search engine results. This is where B2B marketers can create value by creating precise, clear descriptions with keywords and getting the reader to click through.
Optimizing pictures + picture names
Image optimization offers a variety of SEO benefits. By making sure that all images are the right size to maximize loading times, you can improve user experience and page speed. Also, when image names are optimized with keywords and alt tags, they provide better descriptions and can rank in image searches.
As a B2B marketing agency, our designers often follow a specific format for naming image or illustration files. These are necessary for our internal processes and the organization of the files. However, when images are uploaded to blog, webpage, or email newsletter sites, the image names are often changed to optimize them for search engine optimization. For example, a file called “ClientXYZ_serviceB_Date.jpg” doesn’t mean much to search engines. However, when the file is uploaded, it can be tweaked to display Accounting_Software_Reporting_Metrics and add it to the blog that explains the metrics provided by the accounting software.
Review Analytics + Customize
One skill that is vital for B2B marketers today is tracking and reviewing analytics. It’s one thing to keep track of analysis and another to devote time to reviewing and interpreting the data. When it comes to SEO, analytics is a great way to update and adjust marketing strategies to better support the overall business.
While keyword tracking is part of the process, it is also important to monitor the quality of the traffic inbound to the website. Additionally, keeping track of pages visited, blogs viewed, and on-site time can help drive new content creation or updates to existing content, or even give some insight into what prospects may or may not care.
SEO for B2B
Your B2B website is a great lead generation tool when combined with a dynamic SEO strategy. By continuously working on optimizing your website, you can ensure that high quality leads are continuously generated.
Author: Jeremy Durant
Jeremy is the business principal of Bop Design, a B2B marketing and web design and development company based in San Diego, CA. Jeremy builds relationships with B2B companies and entrepreneurs in need of a marketing and branding strategy, helping them develop their unique value proposition and ideal customers. Show complete profile >