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B2B SEO Strategy

Businesses are made up of people, people that need services and products in the same way that individuals do. Foundationally speaking, this is the root of B2B marketing and because of this, individuals within companies are destined to pull up their browser to search for the best deal available…often by using a keyword search.  In fact, the statistics claim that between 61% to 92% of B2B transactions start with a general keyword search on the web.

To inject even more proof into the pudding, consider how you as the reader stumbled upon this blog: was it because of a keyword search around the topic B2B SEO? My guess (and admittedly my hope as well) is that, yes, a general keyword search lead you to this content and the process you went through to find it is no different than the countless businesses trying to find a way to optimize their online presence.

B2Bs need SEO in order to compete online, but a full blown SEO takeover might not be in the cards for everyone.

If you’re wondering where to place your effort, consider these 4 SEO strategies that all local B2Bs could benefit from:

Search Intent Based Terms vs. Branded Service Terms

Sometimes we like to get crafty when is comes to branding. We create super-trendy names for products and service lines, but forget to incorporate search intent based terms to the description of the product.

The problem with this is, the average businessmen may not be familiar with your luxe product name and therefore won’t be able to find you online. Be sure to think about this when creating new products/services.

Know Your Competitors

If you’re a smaller, local B2B,  you’re not going to be able to compete with mega corporations. Being realistic about your competitors will help you get a leg up on them in the SEO space. Start by finding your top 3 competitors, analyzing their pages and keywords, then create better content with tighter keywords.

Don’t forget to promote these awesome pages by sharing them, linking to them from blogs, and organizing them within your navigation.

Keyword Targeting

Decide your target market and orbit your keyword targets around that. If you target a local market, regional area, or even certain industries, make sure your pages and keyword targets reflect that. Having it slightly off can negatively affect your organic traffic. Having it spot-on can massively boost it.

Blogging

Regularly generate unique, valuable content for your demographic in varying stages of the sales funnel by writing weekly blogs. Optimize your content with keywords that match the intent of your audience, promote your content via social media, and engage with your audience: reply, comment, listen.

Pay close attention to your competitors and don’t be afraid  to borrow strategies that are working for them.  Stay agile and take risks to keep your blogging program fresh.

A Final Word

All things point to a reality– that the starting point to any online purchase or conversion begins with a keyword search that leads a user to a website that Google has identified as an expert on that topic.

A final tip is to always be mindful of your audience.  Who are they? What do they need? What are they worried about? How can you give them what they want?

By asking questions that place you in the shoes of your target audience you can produce more focused content and cater your services to make them say “wow, these guys really get me.” By forging this connection and nourishing it with content that they will find useful, you are sure to make an impact and that impact will be turbo boosted with an SEO expert in your corner.

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