Before we go into the details of how SEO can be done to ensure the best possible results for B2B websites, let’s look at the main differences between B2B and B2C.
B2B buyers are likely to be more informed and educated on the products and services they are looking to invest in. They will then expect the sellers to have deep knowledge of their product and sales cycle, providing social proof in terms of client portfolios and testimonials.
Price is another big difference between consumer product and commercial product, like typically 10 or 100 folds, thus this will also translate into a 10 or 100 times the average length of the buying cycle.
With consumer products, businesses are often selling directly to the decision maker but when it comes to selling to a business, that is hardly the case. Here, we (SEO service in Singapore) would need to consider all the departments that may be part of the decision body as well as their motivations behind the purchase, depending on their organisational roles and responsibilities. That would mean building out the specific content to convince the decision makers, according to the functional roles of the decision-making body.
Designing the SEO Campaign
This is a crucial first step, as we need to understand the questions the potential customers would be asking and using those questions in they have in mind, what they would actually type into the search engine. Keyword research helps us decide which specific keywords to target as we have limited resources to dedicate to it.
On-Page vs Off-Page SEO
For on-page SEO, we would need to optimise both the content and the source code (by ensuring the code is indexed by search engines) of a page on the website. Creating good quality content with the relevant keywords seamlessly included in the text without compromising the user experience is all part of content optimisation.
Off page optimisation is about link building, which means we create relevant external links on third party sites that point to a specific page to the website we are working on. Here, we would have to ensure that we get reputable and credible websites, instead of using questionable and spam websites. We would then create content that fits these sites and embed links into the content, pointing back to the website we are working on.
We always go back to the question of what the purpose of this website is, which is to convert; convert the site visitors into consumers. We would thus need to display the specific product information in such a way that pulls the visitors in, and works with their psyche in a way that tells them that yes, this is what they were looking for and yes, this is the best business to collaborate with. Like we mentioned above, there is not only a single decision maker here, so we would have to work to attract the interests of the different parties involved in the decision making process, allowing them to feel that it is in their own department’s best interests.
Google favours websites which are regularly updated, and having blog posts which are uploaded on regular basis is an effective way of doing just that. These posts are either about the products themselves, or on related topics, written in grammatically correct English to enhance brand awareness. The posts also include the relevant keywords and link to the site’s own pages.
This is not an exhaustive list of strategies we undertake to ensure the best possible SEO campaign for websites we work on but rather just a some of the important steps we take.