What is B2B SEO?
B2B Search Engine Optimization consists of three core elements: on-page SEO, off-page SEO, and technical SEO. These three building blocks together form a B2B SEO strategy, which increases your content’s visibility on leading search engines.
Here is a brief introduction to these pillars that contribute to forming the Best B2B SEO strategy:
- On-page: Updating meta elements, conducting thorough on-page audits, creating engaging content, interesting user experience, and keyword research.
- Off-page: link-building, securing valuable backlinks from social media platforms, and engaging in authentic digital PR activities.
- Technical SEO: Technical SEO makes your website easily discoverable and user-friendly, focusing on indexability, crawlability, page load speed, images, and alt-text, implementing schema markup, and site architecture.
What are the Common B2B Marketing Challenges?
B2B SaaS marketing, in terms of SEO, is difficult as it faces many challenges. The stakes are high, the competition is fierce, and the journey is filled with many ups and downs. Below are some of the challenges people face in this SaaS Market and how SEO best practices can be your guide.
- Global Competition: Imagine a marketplace bustling with activity, where competition isn’t just local but global. The SaaS space has increased by 500% in the last seven years, and the competition is fierce too.
- Narrow Target Audience: SaaS products are typically designed for a specific industry, company size, or type of customer. This makes it challenging to reach the right audience with your marketing efforts. But it becomes easier if you use the B2B marketing tools.
- High-Commitment Decision-Making Process: B2B SaaS is a commitment. Businesses don’t make random purchases; they court, research, and make decisions based on long-term compatibility, making it a high-commitment investment.
- Monthly Subscription Renewals: Companies have to make purchase decisions every month, which means your product must prove its worth every month. It’s not a one-time courtship; it’s a monthly revalidation.
- Continuous Proof of Value: B2B SaaS customers need to be constantly convinced that they are making the right choice by purchasing your product. This requires marketers to provide ongoing proof of value, such as case studies, testimonials, and free trials.
How to pick goals for your B2B SEO Strategy?
Picking goals for your B2B SEO strategy involves a thoughtful and strategic approach. We’ll break down the process in a way that helps put your efforts in the right direction:
Keyword Research: Quality Over Quantity:
Instead of focusing on many different keywords, focus on quality. Aim for a list of 3,000 to 9,000 keywords, a range that provides enough diversity without overwhelming your strategy. The precision should be accurate; each keyword you choose must align with your business objectives.
Strategic Keyword Mapping:
Select 6-7 keywords strategically. These should mirror what your ideal customers are searching for. Use these keywords as a guide to organize your website menus, plan your content, and identify areas for improvement. This approach makes your content relevant and valuable to your target audience.
Aligning SEO Goals with Business Objectives:
Connect your SEO goals with your broader business objectives. For example, decide whether to boost overall traffic or attract individuals ready to purchase if you aim to attract more leads for a SaaS product. This decision shapes the metrics you’ll focus on to measure success.
Key Metrics to Focus On:
Many SEO specialist tells us to focus on search volume, while it is not harmful to look at a few other metrics:
- Volume: Estimated monthly searches for a keyword.
- CPC (Cost Per Click): The cost of advertising for a keyword; higher CPC often indicates higher conversion rates.
- Competitive Density: How many advertisers compete for a keyword in paid search?
- Keyword Difficulty: Measuring how hard it is to rank organically for a keyword; higher difficulty means stronger competition.
B2B SEO strategy is all about balance. Balancing the number of keywords, aligning SEO goals with overall business objectives, and focusing on key metrics. By keeping it simple and strategic, your B2B SEO efforts can increase visibility, better lead generation, and overall business success.