Business January 20, 2021 Last updated January 20th, 2021 119 Reads share

A Comprehensive B2B SEO Strategy for 2021

Image Credit: DepositPhotos

B2B SEO means Business-to-Business Search Engine Optimisation.

B2B SEO is a form of digital marketing that helps B2B website pages gain a higher rank in the search engine results. It focuses on keywords that the decision-makers in a company search for. The current year 2021 has immense scope for any SEO Agency to help a B2B business improve its online presence and continue the trend.

Characteristics of B2B SEO

  • It targets keywords that are low volume
  • The published content is specifically targeted towards the decision-makers in a company
  • The keywords in B2B SEO have high Cost-Per-Click
  • It has zero or minimal social media marketing
  • The content in B2B SEO is highly technical because of the target audience

6 Steps to build a very effective B2B SEO strategy

1. Build a Good Persona

Building a persona aims to identify and personalize the kind of audience you wish to target with SEO. In a B2B SEO, your target audience may comprise the actual decision-makers or business owners in a company. It could be a product manager, CEO, COO, board member, or a partner. Identify the target and figure out what kind of things they search on Google. Keep their preferences in mind and create the most detailed persona you can think of.

Make My Persona is a tool that can help you create a suitable persona.

Your persona must contain your target’s;

  • Name
  • Age
  • Qualification
  • Active social network(s)
  • Industry or niche
  • Size of the organization
  • Preferred mode of communication
  • Preferred tools to do their job
  • Job responsibilities
  • Their standard for job measurement
  • Superior reporting officer/position
  • Goals or objectives
  • Preferred method of gaining information
  • Biggest challenges

2. Choose Buyer Keywords

Find out how your target persona searches for what you are selling. It would help if you found out specific keywords that people use when they are ready to make a purchase. These keywords are also called the bottom of the funnel keywords, and here’s how you find them for B2B SEO;

  • You may use the Seed Keyword Engine tool to find the relevant keywords to your niche and target audience.
  • Google Autocomplete helps you find out the long-tail keywords in suggestions.
  • Conduct a competitor keyword analysis through an SEO tool of your choice that may help you gain a list of keywords that your competitors are using for ranking.

Remember that the buyer keywords do not get a lot of search volume. So, you are better off focusing on the CPC (Cost-Per-Click). CPC allows you to know how much people are bidding for a specific keyword. Higher CPC means the traffic volume is that much more valuable.

It takes a lot of effort to advance to the top ranking, but you will get a continuous stream of leads and clients all day, every day once you are there.

3. Find the Appropriate Topics

Top of the funnel keywords are the ones most searched in a market or a niche. Find a set of said keywords and create blog content around them.

Top of the funnel search keywords have real value in terms of long-term SEO. You can always turn their audience into paying customers down the line. That’s why your blogs, articles have so much value. They drag your visitors to your email list and generate leads.

Once you have visitors in the email list, you may send them material that establishes you as the expert. When they have finally made up their mind to make a purchase, your name will be at the top of their list.

To gain the keywords through your SEO tool, you can scan the list of trending topics or search for issues specific to your niche. Choose the ‘Categories’ filter and select your particular niche to gain a list of very relevant topics.

4. Optimise Your Page(s)

You must optimize your page of services or products around one of the buyer keywords you found in step#2. On-page optimization is one colossal topic. So, here are the 3 essential strategies that can help you optimize your B2B landing page:

  • Make sure that every single page has completely original handwritten content. There must be no plagiarism; otherwise, your rankings will suffer.
  • Most B2B landing pages display short content. This is not enough for proper ranking evaluation. Make sure the page contains 500-1000 words, at least. A wordier page is more manageable for Google to understand and rank.
  • Do not engage in word vomit when using keywords. Use them smartly. Mention it in H1 title, title tag, URL, meta-title, and meta-description. Use its synonyms and variations.

These practices will allow you to rank higher than most of the industry engaging in B2B SEO.

5. Write a Very Valuable B2B Blog

Blogging is a vital part of any B2B SEO strategy. It can help in optimization in many different ways.

A blog will not only persuade people to link to it, but those links will also help rate your page higher in search engine rankings. It may also help establish you as an authentic resource in your niche.

  • Do not write a blog topic that correlates directly to what you sell. Instead, write on issues that are not directly tied to the actual product. These topics are called ‘Shoulder Topics.’
  • Ultimate or comprehensive guides work very well with B2B content marketing. Focus on them if you are new to the field. Make these guides a one-stop-shop that contains everything a client might want to know.
  • Write in a semi-casual style that can relate to a client. Professionally written content is all well and good, but it is super boring. You want to keep the visitors engaged, and casual language will help with that.
  • Delete the pages from your website that do not bring in any traffic. They are just dead weight.

Write what people want to read.

6. Build the Backlinks

Linkbuilding is vital for success in B2B SEO. You can gain valuable backlinks by;

  • Build your brand’s profile through digital PR. Focus on niche industry blogs and news websites.
  • Build helpful digital tools and calculators. People love using them. Your tool doesn’t need to be complicated, just useful.
  • You can use backlinks from the partner pages of your suppliers, manufacturers, and other strategic partners. Ask the webmaster of that site to place your icon and backlink in their partner pages.

That’s how you do B2B SEO. Follow these steps, and you have done half the work already. Let us know which step was most valuable for you.

B2B – DepositPhotos

katty kate

katty kate

I am a digital content contributor in SEO and studying Digital Marketing for polishing my skills more in this field

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