updated June 7 22 at 4:14 pm
BtoB SEO generally fits into a broader BtoB strategy, for example an inbound marketing and marketing automation strategy. The special feature of BtoB SEO is the high value of the audience and their small number. The competition is then great, and the generated audience is not great. However, the potential of the contacts made is strong because the cases can be counted in thousands of euros, even millions. Experts from CyberCité SEO Agency give you the guidelines you need to follow to set up a successful BtoB SEO strategy.
SEO is by definition a lever for a wide audience. Unlike the paid leverage acquisition strategy, which allows for more precise audience filtering, SEO is built primarily on a semantic approach, as targeted as possible. The challenge for BtoB players is therefore to find a good balance between developing traffic and maintaining relevant targeting of this audience. Targeted keyword phrases must be used by Internet users in the largest possible amount, without creating an unqualified audience.
Objectives of SEO in BtoB:
- Let people discover their offer, their company
- Influence on the shopping cycle through the dissemination of information
- Embed contacts in a CRM tool or in the marketing automation process
- Generate leads, bid requests
To generate massive organic traffic, the safe bet is to target keywords that are highly sought after by internet users and to become visible through solid optimizations that support real editorial effort.
What technical optimizations for BtoB?
Technical issues that occur on the BtoB page must be resolved in accordance with the same SEO policies as any website: Google will index it in the same way. However, we can isolate several technical issues that are very BtoB oriented, for example, making all your product catalogs available. Some catalogs, especially in the industry, can group thousands of references, with titles that aren’t exactly evoked from a semantic point of view.
It is important that access to these products is not built exclusively through internal search engines or development technologies that Google cannot index: even a reference can be a gateway, so it is necessary to manage BtoB catalog, regardless of its volume, in the same as any product catalog
Don’t block Google by hiding the basics
It is common for BtoB players to want to manage their distribution of professional content by limiting it to a specific goal: clients, newsletter subscribers, potential clients who have provided certain qualifying information (sector, SIRET, etc.).
This method will inevitably deprive Google of some of the knowledge it may have about your expertise, and will therefore change its visibility to your legitimacy in your sector. Google knows the “authority” of a brand only through its online footprint. The balance must therefore remain in favor of the good dissemination of your high value-added information, to enable you to reap the benefits of content-oriented SEO leverage.
Manage a large multiplication of references that are too close
Weak content of certain types of products often generates strong duplication of content (hardware, spare parts, consumables, etc.).
In some cases, grouping certain references by managing their characteristics differences through optional attributes (sizes / colors / packaging, etc.) that can be selected in the product table, without affecting URLs, is a good alternative to creating too many nearly identical pages with low added value.
What content for effective BtoB SEO?
Providing content that popularizes your activity and lets you exploit all of your semantic fields is essential to cover the entire user path. In cases where BtoB and BtoC may intertwine, it will often be essential to show “editorial power,” even if it is an indirect influence.
Keep in mind that even if you operate in an activity sector where product / service development is low, it is necessary for the quality and regularity of your Google indexing, and therefore a quick review of your optimizations, to regularly publish new content.
Two axes are therefore important for a professional who wants to develop their online content:
1. Technical “Ultra” content
The development of high-tech content will be of the utmost importance, especially in the most specialized sectors: here you demonstrate your knowledge and experience! Your added value and your elements of differentiation must be shown through precise descriptions including technical elements, but also specific cases of application to each of the problems you propose to solve for your customers.
These are the contents that will use the richest technical vocabulary and jargon. Prefer the jargon used in your sector of activity, rather than the one used internally.
2. Popularization to expand the goal and search for the “head” of the user’s journey
BtoB is sometimes less easy to solve, less “fun”. Therefore, it is even more difficult to be creative and suggest an ROI editorial axis that is not limited to sterile “brand content”. However, opportunities for communication are not lacking:
- Presentation of new services / product types: explain innovation, for example
- Participation in professional events
- Description of your cooperation, achievements
- Final implementation of your products and services
- Reactions to current events, to new standards, to show your vision of the sector, whether it affects you directly or even remotely
Netlinking: Eldorado unavailable for BtoB?
In the same way as the presence of valuable content in SEO, the existence of external links to BtoB sites is often too rare. The off-site part is often handled tactically, with BtoB players often struggling to develop the scope of their external links due to less frequent and smaller webmarketing actions compared to BtoC players.
How to make up for this deficit? In general, it remains most effective to adopt web marketing mechanisms similar to those of BtoC players: all your external procedures must take into account the importance of netlinking for your visibility on Google. : partners, customers, potential customers, suppliers, trade fairs, registries and professionals Trade unions in your sectors are all ambassadors who can speak about you in one way or another, and therefore become external link providers, either directly or indirectly.
Bringing a popular angle to your content also allows you to expand the possibilities of being cited as a reference and getting a network from the outside. Professional glossaries, detailed explanations of the process, infographics, professional diagrams, interviews and reactions to news, PR, etc. are good ways to develop natural visibility and a solid netlinking base, which on the one hand will contribute to your brand’s footprint visible and appreciated by Google, and which will also give you the freedom to make our netlinking actions more tactical and targeted to the most competitive keywords .
Efforts to develop its visibility and improve performance are all the more important when the audience is low, and therefore very often ultra-competitive. In BtoB, it is not possible to limit one lever to drive its growth. Every corner of the audience must be used to the maximum, your coverage must therefore be maximized regardless of leverage: SEO must be linked to SEA / Media, content must not only serve SEO, but must be at the heart of your social media strategy, and finally encourage nurturing your hard-earned leads
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