Your business might be amazing -- but without the right B2B SEO tips to drive traffic to your website, you might be the hidden secret of the industry. And as appealing as secrets might sound, the truth is that for most businesses, it's not part of the game plan.
Some businesses sadly fail to see the importance of SEO in their strategy. They pour loads of money into designing a beautiful, intuitive website, thinking that this alone will result in people knocking down their door. But the reality is that it takes a lot more than just a fancy website to attract leads and customers.
B2B search engine optimization, or SEO, is the algorithm that has the power to take your business off of the shady, back alleyways and place it right on the main strip of Google's first page.
So if your website's traffic is sub-par, bolstering your SEO strategy should be the first item on your game plan.
But how can you do this successfully, especially if you are new to SEO for B2B businesses?
Let's get into the 7 B2B SEO best practices that are easy to use but also essential to the success of your website and brand.
7 B2B SEO Tips That Will Boost Your Business
SEO Tip #1: Identify Your Keywords
Let's talk keywords for a moment. These are words and terms that people commonly search for on Google -- and which, when peppered throughout your content, can make you more discoverable on search engines.
And the great thing is that you don't have to be a mastermind to identify the best keywords. Simply head over to your Google Search Console. You'll discover which words people are entering in search engines in order to find your site. You'll also learn how your site is performing on mobile and which sites are linking to your website.
Long-tail keywords are best and are generally easier to compete for on Google. Be as detailed as possible. For example, if you choose the keyword "accounting software," you'll likely be competing with (and losing to) big wigs like Quickbooks and Xero. But if you specify "affordable accounting software for small businesses," you'll more easily be able to reach your target audience.
Additionally, if you're not ranking highly for keywords that you know are crucial to your traffic, you can start to build a content plan to boost your keyword ranking.
SEO Tip #2: Use Your Keywords Strategically
Now that you have your go-to keywords, you can start using them in your owned content. However, keywords placed willy-nilly around your site aren't going to cut it.
Let's take Marx Communications as an example. Since we're all about B2B PR, we want to rank highly for that keyword. So we pepper our content with that keyword, placing it in strategic places, such as:
- Page content
- Meta titles
- Meta tags
- Alt text descriptions for images
Exercise caution in this area, though. Too many keywords that are forced into places they don't belong will make your site too spammy for Google, and will turn away readers who do find your site.
Search for ways to organically use your keywords. In addition, use synonyms and other related words when creating keyword-friendly content. Google your keyword, and look at the bottom of the search results page for terms related to it. These terms can also bolster your SEO.
SEO Tip #3: Maintain a Blog
By far, when talking with newbies about owned content, the most popular question is "Why should I have a blog?"
The short answer is that blogging creates more pages for search engines to crawl, and increases the likelihood of prospects finding you.
However, it does more than that. It establishes you as a thought leader and an authority in your industry. Getting your name and expertise out there is an obvious way to increase traffic.
If you're slipping in ranking for some keywords, blogging is also a great way to boost that. Remember keyword ranking not only depends on your own efforts, but also that of your competition. This means that you need to keep continuous watch on your keyword ranking, even if you already score highly.
If your ranking starts to slip, run a keyword campaign for a month. Create a series of blog posts that use the keyword or topic for which you're trying to rank.
Patience is an absolute must. If you're just starting a blog, it may take six months or more of blogging twice per week before Google starts favoring you. Hang in there!
SEO Tip #4: Make Good Use of Attention-Grabbing Words
If you want to be one of the popular kids, you've got to use the right lingo. Here are a few words that typically grab attention and boost SEO rankings:
- How to (fill in the blank)
In addition, when creating your titles, it's best to score it with Coschedule's Headline Analyzer, found here. CoSchedule has studied what makes the best headlines and has created an algorithm to help us. Aim for a ranking of 70 or above on its analyzer.
SEO Tip #5: Don't Forget About Local
With about 60% of internet search queries conducted from mobile devices, it's easy to see why it's crucial to optimize your website for mobile.
It may be easy to forget that your site doesn't just reach people across the world, but also in your own backyard. Searchers aren't just looking for "B2B PR firms."They're also looking for "B2B PR firms in Connecticut" (as in the case of Marx Communications).
To that end, make sure that your site is optimized for mobile so that Google will favor you in local search.
SEO Tip #6: Tap Into Your PR Strategy
Did you know that PR can help to bolster your SEO?
Consider for a moment that a major part of SEO is building links (called backlinks) between your site and other, high-authority sites. For example, news media sites and popular blogs have built up a level of authority that is important for SEO. When they link to your site, it's a nod of approval, which is gold in Google's eyes.
But how can you get a link from such high-authority sites?
You may even be getting mentions on other sites without knowing it. To make sure you're not missing out on any brand mentions, set up a Google Alert to notify you any time your brand is mentioned. When you receive an alert, you can then reach out to the site who mentioned you to thank them and ask for a link back to your website. Many will happily do this for you when you ask.
SEO Tip #7: Guest Post on Other Sites
In keeping with the previous tip, another way to get more backlinks is to guest post.
Carefully research a site in your industry that accepts guest posts. You might ask yourself...
- What kinds of posts do they publish?
- What kinds of posts get the most likes and shares from their audience?
- Can you create a similar post that their audience will love?
- Does the site have a high domain authority (Google values it)?
Many sites will offer to link back to your site, often with a brief bio of you, which boosts your website's SEO ranking.
It certainly can be difficult keeping up with all of the changes in SEO best practices! If you find this to be painfully true, consider hiring a B2B SEO agency that can keep track of these best practices for you. PR agencies can also help.
Meanwhile, feel free to download my latest tool - an eBook that will teach you the basics of PR: Your Guide to the Ultimate Way to Win at PR.
It's based on strategies and tactics that I use in my own B2B PR agency, and makes it easy for you to tap into the power of PR. Enjoy your FREE copy on me!
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