Best Practices for creating B2B SEO strategy

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Key Takeaways

A 2023 Statista report revealed that 58% of B2B marketers state SEO has the biggest impact on their lead generation goals, emphasizing the critical role of organic search in B2B marketing strategies.

Gartner’s 2023 research found that enhancing user experience on B2B websites can boost conversion rates by up to 200%, highlighting the importance of SEO in improving site usability.

Influencer recommendations are relied upon by 49% of consumers, showing the power of social media personalities. (Source: Social Media Today).

According to SEMrush’s 2023 analysis, B2B companies utilizing a combination of content marketing and SEO tactics see a 67% higher lead generation rate compared to those that do not.

To ensure that your business site appears at the top of search engine rankings, it is imperative to plan a comprehensive B2B SEO strategy. For every kind of business enterprise, whether a big or a start-up embracing best practices gives a competitive edge to your business. 

A powerful and focused B2B SEO strategy will ensure that you are able to expand your business network within domestic as well as international domains. Creating a B2B Seo strategy is a cost-effective way to drive qualified traffic to your site as you need not directly pay for it. 

B2B SEO strategy is important for the online success of the business 

Whether your business enterprise is old or new, creating a B2B SEO strategy is vital to your online success. Even if your business is very successful online, still you need to implement an effective B2B SEO strategy

If you become complacent, do not consistently update content, and gain new links constantly, your site will eventually lose relevance with the passage of time. The only way to beat and survive competition in your specific field is to keep up with the optimisation of your website by crafting an innovative B2B SEO strategy. 

B2B SEO strategy increases your website’s visibility in search engines 

B2B SEO strategies help to attract more customers from the search engines. You need to craft best practices for creating a proficient and productive B2B SEO strategy. Most of the rapidly growing B2B companies do not depend only on just one practice but harness the power of varied practices. A gamut of best practices needs to be integrated to create a dynamic and fruitful B2B SEO strategy. 

Few best practices for creating a winning B2B SEO strategy 

Have in-depth knowledge of your product 

It is important to have a thorough knowledge of your product or brand or the services you wish to deliver to build a systematic and effective strategy. Then only you are able to communicate its benefits to your customers, whether in the form of blogs or videos, or e-books.

Meaningful interaction with potential customers is extremely crucial as B2B buyers online leverage exhaustive research before conducting business purchases. Studies indicate that B2B buyers rely mainly on salespeople, the internet, and search engines while making a final decision.

Thus, having profound knowledge and information regarding your brand and product will help you to create the right type of content for potential customers. 

Conduct in-depth customer research 

Customer research is very important to understand and assess the client’s needs and requirements. Your target audience is the main difference between any ordinary and B2B websites. Collect appropriate data to make the right assessments of whether your product is apt for your customer.

Most B2B products are costly and have a direct impact on profitability. In-depth customer research will enable you to identify and target relevant customers. It will help you to understand your customers better even before you attract them. Target your content to the type of customer you intend to attract.

Understand your sales channels 

Before starting any keyword research, it is important to know how your specific sales channel operates and what will make it successful. Consider how customers view your business, how much time they take to make a purchase, their retention rate, and understand as to why the customers leave your web page. This knowledge will help you to conduct a productive SEO keyword research.

Build a buyer persona 

This practice enables you to focus and identify exactly what type of customer you are going to target. Poorly executed SEO strategies do not reap fruitful outcomes. It is important to do qualitative and quantitative analysis of market data to pinpoint your exact customers and comprehend their needs.

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Specific buyer personas will enable your business to create content that will cater to real customers’ needs. You can identify key features and connect easily with the target audience. Knowing who you are marketing to is crucial to creating a good and viable B2B SEO strategy.

Target relatively easy keywords and long-tail keywords phrases

It is best to target low-volume keywords as they are specific and unique. Although they attract a small number of researchers, only people genuinely interested in your content and product will do this search.

Also, long-tail keywords make it easy to identify user intent as compared to head keywords. For example, head keywords such as “social media” do not reveal what exactly the searcher is looking for, whether it is a social media channel or how to use social media. But the keyword “Best Social media scheduling software” shows searchers’ intent for purchasing social media scheduling tools.

Long-tail keywords are easier to rank as they are less competitive. Also, potential buyers will use them if they are deep into the Sales Funnel. Thus you may have fewer visitors with long-tail keywords but there will be better conversion rates. 

Targeting long-tail keywords enable you to gain sizeable organic traffic 

Analyse user intent 

Understanding user intent is one of the most important practices for creating an effective B2B SEO strategy. This is a significant metric to consider as it helps you understand their queries in a better way.

There are four types of keywords for understanding user intent such as: 

  • Navigational keywords such as Expand My Business. 
  • Informational keywords like as “How one selects Social media Scheduling tool”. 
  • Commercial keywords take the research to the next stage for example, “best social media Scheduling tool”.
  • Transactional Keywords indicate that the customer is ready to make a purchase, such as ‘Buffer Transcription Plans’ 

Optimise your webpage with the target keyword 

Powerful headlines are very crucial as people tend to scroll past poorly written headlines. You can write an attractive or inspirational headline as it will help you to gain more clicks, augment your click-through rate and improve your ranking in search engines. 

Add keywords to your headline. Ensure that target keywords appear in your page URL. Make sure that keywords are in the first two paragraphs. 

Do not indulge in keyword stuffing, as it will put your website at risk of incurring a Google penalty. 

Keywords in alt text can boost traffic to your website. 

Create meaningful and relevant content

Your knowledge and expertise should reflect in your content. Otherwise, your potential buyer will not be able to place confidence in your content. For example, if you are simply marketing beauty products and targeting individual consumers, you need not be an expert at making these products. But, in case you are marketing customised solutions to businesses, you have to be an expert with in-depth knowledge. The latest technology has been incorporated by Google that ensures that searchers have access to accurate and meaningful information. 

It is important to adhere to EAT guidelines wherein your page content fulfils the main three considerations. These include; the expertise of the author, a high degree of credibility of the author and the website, and a high level of reliability of the author and the website dependability. 

Create a content calendar 

It is difficult to produce and update content consistently. However, a content calendar ensures consistency. Studies reveal that companies that post content more than fifteen times a month get more leads as compared to companies that blog only four or five times a month. For example, you need not post content daily but will have to create a fixed schedule of posting content thrice or twice a week to ensure consistency. 

Inspire customers to post reviews on relevant sites 

Reviews are very important as new customers try to garner correct information from the online reviews of your previous clients. Research indicated that people depend on reviews even more than personal recommendations.

Product reviews are also an indirect means of engaging organic traffic to your site. 

Backlinks are one of the most significant off-page rankings of people’s signals. Make an outreach plan by finding weekly roundups or exploring broken links. 

Also getting editorial backlinks is a good way to gain more trusted links.

Also, you can gain backlinks by giving answers to questions in relevant forums. For example, if your product is regarding lead generation for other business enterprises, then an expert can answer questions about lead generation, and thus you can gain a backlink. 

3. Check the speed of your website regularly 

Improving the user experience is an excellent practice for creating an effective B2B SEO strategy. If your website user experience is bad, online visitors will bounce off from your page, and thus you will not be able to gain conversions. 

4. Provide Relevant Information that Addresses the Goals of the User.

Researching keywords for content marketing can be time-consuming and complex, especially when connecting your keyword list with specific content marketing techniques. Search engine results for priority keywords typically include a variety of material types.

5. Make sure you’re aware of Google’s changes.

No matter how hard content marketers work, Google will always do what it wants. This is a fact. Google may display page tags differently than you expect, place your company or product name higher in search results than you intended, or even show material that is out of date.

6. Speak in Your Voice.

Adapting content strategies for natural language is becoming increasingly critical as the focus shifts to machine learning and voice search applications. This helps in creating your brand recognition and tonality with which your audience will become familiar and develop a relationship with them. 

7. Make Schema a Part of Your Plan.

For the most part, Google is happy to provide the results a user is seeking. Schema markup is becoming more significant due to recent changes in search results. AMP results, local companies, and reviews are just a few of the latest Google trends we should be aware of.

8. Keep in Mind That Responsive Design Alone Doesn’t Ensure Mobile-Friendliness.

Having a mobile-friendly website is a fantastic start, but there is much more to it than that. When designing and optimising content for your website, keep in mind that users may be accessing it via their smartphones. Therefore, factors including font size, multimedia content, navigation structure and design, page load speeds for different types of information, and conversion optimisation should all be considered.

9. Make Content Development a Question-Based Process

To identify the queries that buyers are asking, it’s not necessarily the most excellent strategy for keyword research to use Google Keyword Planner as a starting point. Try solving the most required queries and concerns of your audience for which they will find you. 

This way, you can improve the consumer experience of your audience and have a better chance of serving your audience. 

10. Make Your Content Easily Discoverable

Having user-friendly website navigation is essential to making it easy for visitors to access the information they need. Share your content across social media channels and platforms. Also, share them along with your emails. This can boost the reach and performance of your content. 

11. Protecting Your Website

Secure domains will get a ranking boost, and the search engines will note which sites are securing results as part of their effort to create a safer search experience. Securing your website with basic practices like getting SSL certificate gives your audience the confidence to trust on your website 

12. Use chatbots in your SEO strategy.

Chatbots have the potential to enhance the user experience, increase participation, and supply SEOs with valuable data. A click is usually what comes to mind when discussing online marketing interaction, but we can now have an actual discussion with the advent of chatbots.

More than ever, the number of domains linked to one another is critical for SEO. According to a Backlink study, the number of fields related to a page correlates with higher rankings.

14. Social media is essential, so use it!

A lack of social media presence may indicate that your business isn’t correctly interacting with your target audience across all online channels, harming your SEO performance. By targeting the right social media channels, you can expand the reach of your content pieces and make the life of your audience valuable. For instance, you can target Twitter and LinkedIn for expert pieces and Facebook for mass-based blogs. 

15. Adaptability is a virtue.

Search engine marketing requires a wide range of talents, but one of the most vital, though frequently underestimated, is the ability to adapt.

No matter what challenges you confront, the capacity to adapt is critical in a dynamic sector like ours, where everything is constantly changing.

16. To get the most out of your data, you should delve deeper into your performance reports.

When assessing performance and making well-informed choices about what works and what doesn’t, it’s essential to evaluate common misconceptions about SEO methods before implementing any changes.

17. Content Pieces That Are Longer and More Extensive

Every year, the rivalry in content development heats up since more time and resources are being devoted. If you want to improve your content marketing in 2019, you should include SEO goals in your strategy 2019.

18. Infographics are a powerful tool; therefore, don’t forget about them.

Amid all this hype about live video and video marketing, don’t overlook the potential of infographics.

Link building and organic search traffic naturally benefit from high-quality, visually appealing content. Then there are SlideShare presentations, blog entries, social media graphics, and much more that can be recycled.

19. Make use of AMP

As yet, Google has not confirmed this. Still, many in the SEO community believe that Google will give precedence to sites that employ Accelerated Mobile Pages (AMP) when it comes to mobile search results.

20. Optimise Your Site’s Performance

Google’s launch of AMP has increased the importance of site speed (especially on mobile devices). Slow website load times can negatively affect user experience and conversions, but so can search engine rankings. Reducing page load speeds will be critical for business-to-business (B2B) branding in 2019.


B2B companies must pay attention to several SEO best practices and suggestions for excelling in their SEO strategies. 

B2B SEO strategy plays a crucial role in optimising your website ranking in search engine result pages. In this era of ecommerce and the internet, it is imperative to get organic traffic, attract potential buyers and build a powerful web presence. Integrating aforesaid practices are beneficial for creating a robust B2B SEO strategy and ultimately taking your business to the next level.

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