- The keywords are usually tailored around the needs of these three target groups.
- Compared to B2C, B2B SEO has a bad rep for featuring somewhat lower conversion rates.
- Long approval periods create a couple of unique problems.
In the previous years, Search Engine Optimization has become one of the main pillars of digital B2C marketing. According to a recent survey, SEO is capable of driving 1000%+ more traffic than organic social media, while 53.3% of all website traffic comes from search engines like Google and Bing.
These numbers perfectly illustrate the scope and influence the SEO industry has achieved in the B2C sector.
But, what happens when we move the story into the B2B backyard. The general purpose is still the same – ranking higher on Google’s and other search engines’ SERP. What are the differences between B2C and B2B SEO, and how to leverage the specifics of this booming marketing sector?
B2C and B2B SEO – What’s the difference
Of course, the first thing that pops up is the target audience. In both cases, the goal of the marketer is to attract the target audience through SERP. This time, the target audience are legal entities, or to be more precise, stakeholders and managers.
This main difference may sound irrelevant, but it does have an influence on the overall keyword strategy. The keywords are usually tailored around the needs of these three target groups:
- Practitioners – These are usually marketing officers. They require actionable and tactical content concerned with everyday business necessities.
- Executives – This group requires high-level content concerned with long-term development.
- Finance roles – The content aimed at this group should be concerned with practical, tangible benefits.
Since these goals are usually mutually exclusive, the SEO experts need to develop several different personas and separately target all these different roles. Going more in-depth with the role separation creates even better results.
Leveraging the benefits of the local SEO
Compared to B2C, B2B SEO has a bad rep for featuring somewhat lower conversion rates. This is a simple reality of higher-value products combined with longer sales cycles. Be that as it may, B2C SEO needs to aim for quality rather than quantity.
One of the ways to do that can be found in focusing content on a local area to narrow down the sales funnel even further and create an additional layer of separation.
Let’s jump to Australia, for example, since the local SEO industry is going through a surge over the last couple of years. The Sydney SEO experts have a lot of experience in using geographical terms to cut down the global audience and move the story into a more manageable municipal pond.
In this case, using the names of the cities like Melbourne or Brisbane can give you easy access to municipal customers. Companies providing immediate technical services (e.g., repairs) can go as far as targeting specific business-heavy districts like St. Kilda or CBD (Melbourne).
The importance of establishing expertise
Due to the specific nature of the corporate world, B2B website visitors aren’t likely to convert at their first visits. For instance, an IT manager may find a practical use of the PC equipment you are selling, but the purchase decision needs to be approved at higher instances. This process works in both directions.
Long approval periods create a couple of unique problems. The name of your company may fade out from the memory of decision-makers. Relevant figures using different keywords may get drastically different results and end upconverted by the competitors.
The best solution for these issues lies in edging out your competition through expertise and making your website the prime source of relevant information regarding your business niche. Distributing knowledge and expertise alongside products and services is the best long-term strategy for building a recognizable B2B brand and keeping the audience engaged.
We hope this short breakdown gave you some general idea about the efficient SEO strategies for the B2B corner of the market. Different figures involved in the decision-making process, high focus on the local market, and very long sales and conversion cycles are usually observed as drawbacks. Turning these potential issues into assets might just be the way to stand out and make your SERP rankings even more meaningful.