7 SEO Elements to Boost Your B2B Campaign

Scott Lambert

b2b-seo-tips-isIn spite of ongoing search engine algorithm changes, few marketing experts would argue that the need for a keen understanding of SEO best practices has diminished over the years. If anything, the value of SEO knowledge and capabilities has increased.

At the same time, many non-experts mistakenly assume that there's a one-size-fits-all approach to SEO. In fact, the practice varies in accordance with numerous factors, not all of which are obvious or intuitive.

Here's the hard truth: B2B SEO campaigns are very different from B2C SEO campaigns. 

If your company markets primarily to other businesses and their decision-makers, you need to follow a very different set of SEO best practices than companies marketing primarily to individual end-users.

These seven elements are critical to any B2B SEO campaign.

1. Keyword Usage

The cornerstone of any organic B2B SEO campaign is targeted, highly-relevant keyword usage. That requires extensive keyword research and competitor site analyses to determine how quality prospects are searching for the solutions your company and its competitors provide.

Once you've compiled a list of relevant keywords that dovetail with current industry terminology, identify those that offer the highest potential ROI. In other words, isolate and use keywords that aren't already being dominated by your competitors. Often, such high-ROI keywords are variations on more heavily used alternatives.

2. Demand Generation Keywords

Complement keywords that leverage existing industry terminology with those that explicitly support your company's unique solutions. While it might be inaccurate to describe this as "making up words," identifying terms to which your company has a strong and legitimate claim can help set you apart in a crowded industry.

As you create content that supports these demand generation keywords, they'll find greater prominence in your industry's lexicon and heavier utilization by prospects conducting organic keyword searches.

3. Relevant Inbound Links

B2B and B2C SEO campaigns do share one thing in common: Not all inbound links are worth attracting. In fact, low-quality links can be harmful to your SEO campaign. Search engines see low-quality links as evidence that you're knowingly manipulating their algorithms, which is a sketchy, frowned-upon tactic.

Focus on attracting inbound links from authoritative websites that either directly or indirectly serve your industry niche such as trade blogs, supplier sites, and news publications.

4. Straightforward, Intuitive Website Navigation

Website navigation is just as important as quality inbound links. While human visitors certainly appreciate a straightforward navigation experience, search engines value it even more.

Sites with poor internal structures can impede "crawling," affecting the frequency and completeness with which search engines index your pages. In addition to an intuitive, user-friendly navigation framework, you should include an XML sitemap on your website.

5. Directory Submissions

Submitting your website to online directories is a must for any company that's serious about boosting its online visibility and SEO value.

Business decision-makers, your company's core prospects, value website directories' content and may actively refer to them during the research process. 

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6. Compelling Content

Compelling content is more likely to be shared and re-posted, indirectly boosting its SEO value through accumulated links and other factors.

"Technically" compelling content is important as well: Optimized title tags, concise meta descriptions, well-placed keywords and outbound links to authoritative websites are all key to a compelling, fully-optimized read. 

7. Mobile Functionality

Even though it appears on this list last, mobile functionality is among the most important aspects of business SEO. This is particularly true in the wake of Google's infamous "Mobilegeddon" update, an algorithm shift that penalized many websites without certain elements of mobile functionality.

By some counts, more than 10 percent of all U.S. websites were affected by "Mobilegeddon," a shockingly high proportion for a single algorithm change. If your website traffic decreased suddenly in early 2015, "Mobilegeddon" may have been responsible.

This shift is catching many B2B firms off guard, forcing rapid website redesigns. If you haven't already invested in a mobile-friendly website update, ask us how to execute one quickly and cost effectively.

Learn How to Improve Your Website’s SEO from the Professionals

When done properly and used in conjunction with other elements of a well-rounded inbound marketing campaign, SEO is an effective, high-ROI tactic that drives prospects to your digital doorstep and compels them to convert.

But effective SEO doesn't happen overnight. Instead of snapping your fingers and wishing your campaign into existence, ask how we can create a dynamite strategy for your company .

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: SEO

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