Business to business (B2B) companies must confront the challenge of selling — and marketing — products and services to other businesses, as opposed to customers, like B2C (business to consumer) companies.
But, like B2Cs, businesses seek out other businesses online. In fact, 94 percent of B2B buyers reported doing online research about a supplier before committing to buy. That means nearly every prospect is looking for information about your products and services online. But are they finding you?
With so many businesses out there, search engine results pages (SERPs) are overcrowded with information. And when prospects use Google, there’s a 75 percent chance they’ll do business with whoever has a spot in the top three search results.
So the challenge is, how do you get your business’s website to the top of the SERPs? With search engine optimization (SEO), of course!
But developing a high-quality B2B SEO strategy is no easy task, and it takes expert precision to do it well. Effective SEO strategies focus on the biggest opportunities, the ones that are going to add the most value. Understanding Google’s ranking factors, which are all the variables that determine a page’s position in the SERPs, is the key to capitalizing on those opportunities.
The right B2B SEO strategy will get your pages to the top of the SERPs. And once they’re there, you’ll see your traffic start to climb. In fact, more than 31 percent of users will click the number one result. That goes to show just how important search rankings are, but how do you actually get there? It starts by partnering with an experienced and results-driven B2B SEO Agency, like Sure Oak. And while every B2B SEO strategy is unique, there are three key areas that cannot be ignored.
Effective B2B SEO strategies include generating and distributing compelling content. And we’re not talking about cookie-cutter blog posts, we’re talking about high-quality, engaging pages about topics users are actually interested in and related to terms they’re searching for.
First and foremost, compelling content should provide value for users. Fail to create something valuable, and your prospects will question your knowledge and reputation in your industry and will look to other businesses for guidance. Compelling content could be a long-form guide that teaches users how to do something. Or, it could be a newsletter sent via email updating prospects on your business’s products or service offerings.
If you’re looking for a more concrete example, Sure Oak has an SEO podcast about the ins and outs of SEO. The podcast goes beyond surface layer chit chat to provide valuable information that’s relevant to both B2B and B2C.
This podcast provides added value, for free, for our current clients, and it showcases what we’re capable of for prospective clients. All the while, it’s working hard to boost our own B2B SEO.
When’s the last time you Googled your business? Go ahead, try it! Search for a product or service your business offers and see how your website stacks up. Hopefully, you’re in one of the top three — if not the top — spot.
If you are, does that give you an excuse to neglect SEO? Absolutely not! Achieving a high rank is an accomplishment, but Google is constantly updating its algorithm that’s responsible for determining search rankings, and even one update can upend your site’s existing organic search performance. If you really want to maintain your search rankings, you must continue optimizing your site.
In addition, you should be looking for additional opportunities to get more of your pages to appear on the first page of the SERPs. In doing so, you’ll pick up a lot more traffic, which can turn into new leads and business — but only if you continue to invest in a solid B2B SEO strategy.
Ultimately, all your marketing efforts, including SEO, are aimed at accomplishing one thing: growing your business. Truly stellar B2B SEO will not only get more people to your site but will convert them into sales.
In order to convert users into sales, you must encourage them to take action on your website. But not just any B2B SEO agency knows how to do that. We do.
It’s not enough to simply ask for email addresses — or any other information. You need to offer something in return. Offering something valuable to prospects at no cost builds trusts immediately, and increases the chances they’ll convert into new business.
We understand the nuances of B2B SEO. We help businesses every day improve their websites in order to increase page rankings and turn visitors into conversions. Look through some of our case studies to see what high-quality B2B SEO services can accomplish. And when you’re finished there, learn how Sure Oak can transform your business’s SEO into an effective and powerful marketing tool.