Today you are going to see exactly how to execute a B2B SEO strategy in 2020.
I have personally used the steps in this article to develop my website. B2B business to more than 357,576 visitors per month in search engines.
Let's get started.
B2B Search Engine Optimization (SEO) is a digital marketing strategy designed to help B2B website pages rank higher in search engines, such as Google and Bing. Unlike B2C referencing, the referencement in the B2B world tends to focus on the keywords that key decision makers within companies are looking for at work.
In other words: there is no "B2B algorithm". Or any special step that B2B sites need to rank in Google.
Instead, you usually attack a small group of decision makers in a company.
It could be Marketing managers Or CEOs Or small businesses looking for new accounting software.
When it comes to SEO, that 'sa huge difference.
For example , B2C sites usually search for keywords that thousands of people search each month. Although you can target a keyword that gets 50 searches per month. Or even 10.
Also, your content marketing will generally be very different from B2C. Posting videos to TikTok can be a good idea if you are in B2C.
Social media probably doesn't make sense. Instead, you can focus your content marketing efforts on blogging and email marketing .
The goal here is to know WHO you are going to target with your SEO.
In B2C, what "which " is pretty simple: this is 'is your customer.
So if you're selling tennis shoes, you're going to focus your marketing 100% on the people who play tennis. Simple.
But in the B2B world, this step is a little more complicated. Your target customer is not a person. It 's a business.
So you need to determine WHO within this business including you need. That way you can determine what types of things they are looking for in Google.
Depending on your business, this decision maker could be a product manager, a finance director or someone in charge of inventory.
The Make My Persona tool can help you build personality for your target audience.
To use it, you want to give your Persona a name and an avatar.
Next, fill in some basic demographic, business, and professional information.
At the end you will have a detailed character you can work with.
And that actually takes us to step 2 of this process…
Step 2: Pick your keywords at the bottom of the funnel
Now that you have your personality, it's time to figure out how they search for what you sell.
In other words: the bottom of the funnel keywords.
To quickly recap, marketing funnels are a way to visualize the customer journey .
I prefer to use a simple version of this funnel for B2B marketing. This funnel is divided into two sections: the top of the funnel and the bottom of the funnel.
And this step is to find the bottom of the funnel keywords.
In other words: the keywords that people are looking for when they're ready (or almost) to buy.
For example, in my case, our flagship course is an SEO course called SEO That Works.
And l One of our keywords at the bottom of the funnel is: "SEO training ".
In fact, we havens created an optimized landing page around that bottom of the funnel. term.
With that, here's how to find the bottom of the word funnel- keys for B2B.
1. The core keyword engine
What are your decisioners looking to find your product or service?
Well you can guess.
Or you can use the free Basic Keyword Engine Tool .
To use it, create a scenario that someone will search for. Basically, you are asking someone to research what you are selling.
For example , if you are selling office furniture, your scenario might look like this:
Then, send the scenario to the people who match the profile of the character you created in step 1.
And you will get a list of words and phrases that these personThey only use when they use Google to find your product or service.
If you're like most people, most of these search terms will surprise you. That is sort of the point.
2. Google Autocomplete
This is a simple tactic, ideal for finding words- long tail wrenches .
All you have to do is start typing a term into Google. And check out the AutoComplete suggestions.
Simple. Yet effective.
3. Competitor keyword analysis
Here is where you use a target SEO tool to retrieve a list of wordss-keys for which a competing site already ranks in the SERPs .
The advantage of this approach is that it is FAST.
For example, when I put one of my competitors in SEMrush , I get a list of over 212k keywords.
And the whole process took about 10 seconds.
Pro tip: Filter out all keywords with a CPC <$ 1.00 (or $ 5.00 if you're selling a high ticket item). This way you can filter out unwanted keywords that have no chance of converting for you.
Before moving on to step three, there is one important thing to keep in mind regarding the bottom of the funnel terms: they don 't geta ton of search volume.
For example, according to the Keyword Explorer tool in Ahrefs , " SEO training "gets 1.8k searches per month.
On the other hand, a keyword at the top of the funnel in my industry ("What is seo") ", gets a lot more than that.
So yes, the bottom of the funnel terms should have some search volume. But I wouldn't focus too much on search volume.
Instead , you really want to focus on CPC.
Well, CPC is how much people bid in Google Ads for that specific search term.
And the higher the CPC, the more valuable the traffic. In general, higher CPCs mean that real buyers tend to search for that keyword.
(C 'is why so many people are bidding on it)
So if you see a keyword that describes what you are selling. AND has a high CPC. I would highly consider going for this keyword.
Although this term is not very popular.
For example, take a look at this keyword:
Most people would say," This keyword only gets 80 searches per month. not worth building a landing page. ”
But they'd be wrong.
Think about it: if you're selling point of sale systems for the cloud, then someone A search for "cloud POS Systems" is your ideal customer. And they are literally looking for what you are selling.
That 's why the CPC for this keyword is 35 $.
Other companies know that this traffic is valuable. That 's why they spend $ 35 with just one click.
And if you're # 1 on Google for that term, you'll get a steady stream of strong leads and customers throughout.throughout the day.
Yes, it can take some time and effort to rank in the first place. But once you are there, you have a BIG chance to turn that effort into a positive ROI.
Step 3: Find top funnel topics
Next, it's time to find a set of keywords and topics at the top of the funnel.
These are keywords that you will eventually create blog content around.
For example, check out this example funnel from the delivery logistics industry.
Are people looking for "How to save money money on shipping costs' ready to buy properly now? Of course not.
But that doesn't mean they are worthless. In fact, top of the funnel keywords can be VERY valuable.
First of all, more people are research for keywords from the top of the funnel only from the bottom of the funnel terms. Much more.
For example, this buyer intent term receives 200 searches monthly.
But the top funnel version of this keyword gets 7 times more searches each month.
And if you only target keywords at the bottom of the funnel, you limit the traffic you can get from Google.
The real long-term SEO value -term actually comes from top of the funnel searches.
This is because ...
Second, you can turn those top funnel searches into route clients. It just takes a while.
For example, watch my site, Backo. Literally 99% of the keywords I rank for are at the top of the funnel terms.
And instead of indulging in the hard sell on the first visit, I focus on inioning thiss visitors to my mailing list (aka lead generation).
Then I send my email subscribers valuable content that establishes me as an expert.
That way when they're ready to buy I'm in the foreground.
So yes, people who come to your site from the top of the funnel terms may not convert right away. And that's okay.
If you turn those visitors into email subscribers, you can convert them into buyers later.
ExplodingTopics.com is a useful tool for brainstorming B2B content ideas.
You can just browse the list of trending topics. But you will get more out of the tool if youreview topics in your specific niche.
To do this, click on the "Categories " filter and choose a category that describes your industry. / div>
When you do, you will get a list of topics growing in that space.
Step 4: Optimize your product and service pages
Now is the time to optimize your product and service pages for SEO.
Specifically, you want to optimize each page around one of the bottom funnel keywords that you found in step 2.
To be clear: the On-page optimization is an important topic. If you want to nerd I recommend you check out the my SEO guide on the page .
Or watch my SEO tutorial on the page.
But if you just want the 80/20 tasks that will give you the most bang for your buck, I recommend these 3 strategies for optimizing B2B landing pages.
1. 100% Unique Content
Each landing page requires unique 100% handwritten content.
Otherwise, you will encounter issues with duplicate content . And your pages will not be ranked.
I know: it can be difficult to write unique content for each page. Especially if you have different pages for different cities.
Or if you have a page for "professional wifi network " and another page optimized around "office wifi network ".
But the point is: if you want to rank higher in Google , unique tale It's not a must.
Even if it's not always easy.
As the rappers say: "Don't hate the gamer. Hate the game". 🙂
2. Long Content
Most B2B landing pages are SUPER thin. Most of them only have 50 to 100 words of content.
I can tell you from experience: these super short pages are hard to rank. There just isn't enough content for Google to fully understand the page.
So I recommend that you boost your top landing pages with 500, 1000 or even 2000 words of content.
Our recent analysis of fRanking actors revealed that the average result in Google contains 1,447 words.
For example ample, my SEO training landing page is on the long side.
Actually this page contains 2,557 words.
This helps Google understand the subject of my page .
Plus, it gives people interesting content to read. And that compelling content can improve the overall user experience of your page (which in my experience can reduce the your bounce rate ).
3. Smart keyword usage
Yes, you want to include your target keyword multiple times on your landing page.
But I don't recommend putting your 100x keyword in your page. It can do more harm than good.
Instead, you want to use your keyword strategically .
- Mention your keyword in the H1 title of your page and tag title
- Make sure your page url includes your target keyword
- Use synonyms and variations of your main keyword
- Write a unique meta-deion to boost your click-through rate
- Try to include your keyword at the top of the page (in the first 50 words or so)
If you follow these simple best practices, you are ahead of most people who do B2B SEO.
Step 5: Create a B2B blog of incredible value
Blogs are an important part of any legitimate B2B SEO strategy.
This is because a valuable blog can help your SEO in so many ways.
For example, if you post really high quality content, people will link to it. And those links will help your landing pages rank higher in search engine results.
Additionally, a B2B blog helps you position yourself and your business as a useful resource in your space.
Which, according to a report from the Content Marketing Institute , can build trust with your target audience.
With that, here are some tips to get your B2B blog off to a good start.
1. Back the topics
Many B2B companies write blog posts that directly relate to what they are selling.
And it 'sa HUGE mistake.
Here is an example:
Needless to say that mysage does not generate any traffic. Has no backs. And no one shared it on social media.
Instead, you want to write content on Shoulder Topics.
Shoulder topics are topics related to your business. But they are not directly related to your actual product.
For example, Hootsuite is a B2B company crushing it with content marketing and SEO.
And if you look at their blog, you don't see posts like "5 Ways to Choose a Social Media Marketing Tool ".
Instead of this, they produce extremely valuable content on topics their target customer is looking for, like Instagram ads.
I follow the same strategy here at Backo. My blog content is not about SEO courses or training programs.n referencing.
Instead, my content creation focuses on shoulder topics that people will want to talk about, link to, and share.
2. Ultimate Guides
If you are new to B2B content marketing, I recommend that you focus on the Ultimate Guides .
Because they work SUPER well.
(Especially compared to old school B2B content formats, like white papers and reports)
For example, take a look at this ultimate guide to local SEO which we recently posted on the Backo blog.
Even though this guide is only a few months old, it has already attracted 46,070 visitors from the email, SEO and social media.
And it currently ranks on the first page ofGoogle for its main keyword.
Why do Ultimate guides work so well in B2B?
It's simple: they put everything you need to know on one page. This is very valuable for internet users who want a unique resource.
3. "Business Casual " writing style
Most B2B content is SUPER boring.
I understand: this is B2B. So you want to be professional.
But that doesn't mean your copy has to be boring and rigid.
Instead, I recommends using a "Business Casual" writing style.
This approach is professional ... but accessible.
For example, check out this content snippet from the one of my messages:
This is not your typical B2B writing style. Which is a good thing. This is the kind of copy people WANT to read.
Which brings us to our last step…
Step # 6: Create backs for your B2B website
If you want to be successful with B2B SEO, building is a must.
The question is: How can your B2B business get quality backs?
(Especially if you are in a "boring")
It 's simple: access this list of strategies specially designed for B2B.
1. Digital PR
When most people think of “PR”, they think of “New York Times cover”.
But for most B2B businesses, your focus shouldn't be mainstream media.
Instead, your public relations efforts should focus on industry blogs and news sites.
For example, we recently published this survey of SEO service providers in the United States .
This is a topic of no general interest. It is only of interest to people working in digital marketing.
Of course this post has a lot of features and mentions in SEO and marketing blogs that my target customer reads.
2. Useful tools and calculators
People LOVE the links to useful tools.
And these tools don't have to be complicated to work.
As long as your tool is useful , you are good to go.
Let's take a concrete example from the B2B world.
Freightos has created a Calculatorfreight rate .
And although this is a relatively simple tool, it has over 200 backs.
3. Partner Pages
Do you do business with suppliers, manufacturers or other strategic partners?
If so, you might be able to create a handful of links from their partner pages.
For example, here is a partner page from a B2B company.
And all those logos you see are linked to their partner websites.
All you have To do is list all the companies you work with in any capacity.
It could be a contractor. Delivery service. It doesn't matter.
Then contact them and ask if they have a page on their site that lists other companies they do business with.
If so, please ask them to add you to this page.
Here it is: a summary guide to B2B SEO.
Now I would like to give you the floor:
Which step from today 's article do you want to try first?
Are you going to publish ultimate guides?
Or maybe you want to create a useful tool.
Anyway, I would love to hear what you have to say.
So go ahead and leave a little comment below now.