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The Importance of SEO for B2B Marketers

The Importance of SEO for B2B Marketers

Eighty-nine percent of B2B purchase decision makers (or contributors to the decision process) use the internet during the research process [1]. Additionally, more than 70 percent of searchers do not pass page one on Google search results, with the first five results capturing 67 percent of all the clicks [2]. For B2B marketers, ranking within the top five search results is must.

To ensure high-ranking search results, it is important to understand what customers and prospects are searching for. Most B2B internet searches start with a generic term, which means your prospects are looking for a product or solution, not for your brand. This means your company website must contain a steady stream of engaging, keyword-rich content to improve your SEO.

There are several steps to consider before achieving the right blend of informative, keyword-rich content:

1. Map targets by region, occupation and industry

Knowing your audience is a critical first step to making successful website modifications. If your audience is multinational, remember to accommodate different domains and languages. Google.com, Google.co.uk, and Google.de generate different results for the same search. While relevant high-quality content is number one factor in ranking well on Google, local domain extensions (de, pl, ru, es, etc.) and availability in local languages provide strong signals for geo-targeting and help the site rank for that particular country. Your prospects also prefer native languages and therefore contribute to performance through higher click-through rates. 

2. Choose keywords

Your prospects are typing keywords into search engine, enabling Google to present them with sites that are most relevant for these particular keywords. Even if you didn’t consciously select them, Google extracts keywords from your website text, headers, page titles, links to your website and other elements. Enriching your site with the right keywords will help your company achieve greater SEO.

3. Create unique, relevant and high-quality content

Once the list of keywords is finalized, make sure that you create relevant, diverse and fresh content that incorporates those keywords - webpages, blog posts, lead generation offers and guest post of other websites. This is the most important factor in the current Google algorithm for site ranking.

4. Get your content linked

Another important factor for Google ranking are external back-links to your content – a signal for search engine that your content is relevant, interesting and worth showing on page one. Provide prospects with an opportunity to share your pages and blog posts on their sites and social media by adding share buttons.

5. Work with your IT department

Finally, make sure that your marketing efforts are in line with technical ones, by including key words in URLs, meta description and headings. Collaborate with your IT personnel as needed to make the necessary changes.

Ranking high on search engine is a critical step in generating sales leads. Check out the results generated by ABI for Bosch’s SEO initiative and contact us to if you would like to discuss your own SEO initiative.

[1] Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.

[2] Google Webmaster Tools Search Queries report, 2014

by Yulia Tribrat