We previously looked at how we do SEO for B2B (business to business) company websites. We also saw the differences between B2B and B2C (business to consumer), based on the knowledge the visitors have, the price they are expecting and also the target audience we are hoping to convert. When it comes to designing SEO campaigns or websites for a B2C company, we are definitely not going to take the same approach as B2B marketing.
B2C is transaction or business conducted directly between business to consumer, and these consumers are the end-users of its products or services. Thus, our SEO strategies have to be planned and executed keeping this in mind.
Marketing Campaign Goals
Firstly we would have to understand that the goal of the marketing campaign is to get the visitor to make an immediate purchase from the website. We have an individual consumer we want to sell to, them being our target audience, assuming that they fall into our targeted demographics.
B2C businesses have a much larger search volume, and unlike B2B, which has to have niche keywords and have different types of target audience (various people involved in the decision-making process), B2C keyword selection has to be made carefully, ensuring the keywords are not too broad nor too niche, and ensure the result is quality search traffic which can be converted into consumers.
The next step after keyword selection and implementation on all the pages of the website has been done, is ongoing link building. Other than getting a good standing on search engines with link building, we also have to consider how we can use them to attract the attention of our target audience. We would have to consider where our target audience is going to go to, to search for such goods and services that the company provides. For example they could be scouring through blogs or going through social media, and after we have found that out, we would try to get our links in those places. Having a diverse link building strategy will improve the chances of being seen.
On-site optimisation is mostly the same regardless of what kind of business it is. The few things we would have to consider when doing on site optimisation are; title tag, description tag, heading tag and body content.
Title tag is an HTML element that specifies the title of a web page and thus we have to ensure we have a unique title tag as these are displayed on search engine results pages as the clickable headline for a given result.
Although description tag is not a ranking factor, it is still an important element that helps the audience know what they are going to be expecting, thus helping to generate click-throughs.
Heading tag (<h1>) should be very similar to the page’s title.
As for the body content, it should always be optimised.
Search engines always prioritise good content over many other factors thus a website without quality content would not be able to rank high despite us implementing other SEO strategies. Not only does great content help us gain credibility with search engines, useful and quality content also helps our audience to get what they are searching for, things that they might find useful.