B2B SEO

2.3 – Keyword Selection

Using the above to guide your process, you can now use a keyword research tool and begin developing your keyword lists. Opposite to what you will find in the B2C SEO space, B2B SEO keyword research will tend to heavily feature lower search volume keywords. The difference here however is that although the volume is lower, the keyword value will usually be greater.

The goal here is to assign a single primary keyword for each of your website and content pages, and support these with a variety of similar keywords to form a keyword profile.

3. Content Creation (Content Pages)

Here is the implementation of your keyword research as you begin to create content and webpages based around these keywords and topics, that will be discoverable by your target audiences through search engines.

• Webpage: These relate to your core webpages, such as your homepage, product pages and services pages among others. In terms of SEO, these will tend to contain short-tail/higher-volume keywords.
• Content Page: These relate to the content types outlined earlier in this guide and include things such as blogs, articles, Ebooks and whitepapers (note that if an asset is accessed through a landing page, then it’s the landing page that will be keyword optimised and not necessarily the asset itself). In terms of SEO, these will tend to contain long-tail/lower-volume keywords that will internally link to your webpages (where the searcher can convert to become a lead and enter your sales funnel).

There are several smaller strategic approaches you can take to creating and structuring your content to rank your webpages for the short-tail/high-volume keywords – one of which is called the ‘hub & spoke’ model. With this approach, you create long-form webpages that focus purely on a single short-tail/high-volume keyword which would be the ‘hub’ – then you create 10-15 content pages that focus on long-tail/low or med-volume keywords that directly relate to sub-topics or themes contained with the hub page – these then become the ‘spokes’. The spokes all link back and pass link equity to the hub page which increases its chances of ranking.

4. Core Site Optimisation (Content & Site)

Ultimately, the goal of SEO is to provide your content and website with as much search engine visibility as possible through the highest possible ranking, then engaging and retaining users once they have navigated to you.

4.1 – On-Page SEO Elements

These are the elements to consider for each of your webpages and content pages after you have selected a primary target keyword for each. This broader section (core optimisation) relates directly to the previous broader section (content creation) so consider both at the same time.

• Keyword Placement
• Content Structure
• Link Structure
• Page Formatting

4.2 – Technical SEO Elements

These are the elements to consider for your website as a whole and will largely help optimise the user experience which in turn assist your content with engaging users.

• Loading Speed
• Usability
• Site Architecture

4.3 – Core Optimisation Provides

By ensuring you consider the above on-page and technical SEO optimisation elements when you build your website and content pages – you will naturally improve your ranking performance in search engines and the user experience. The key elements delivered include:

• Maximised CTR
• Maximised Dwell Time
• Maximised On-Page Engagement
• Maximised Domain Authority
• Maximised Return Rate

   

5. Link Building

Link building is related to the process of proactively gaining links from other websites that point towards your own website and content. Think of a backlink as being a ‘thumbs up’ in the eyes of search engines, so the more links to your content and website, the more search engines will interpret this as your content and website containing high value.

Essentially, link-building directly relates to content distribution (which is covered in detail in Part #4: B2B Content Marketing) which must be carried out proactively. The value of your link-building will almost always be aligned with the effort you out into it and the diversity of your content distribution efforts.

6. Measurement

A combination of hard and soft metrics should be used to allow measurement of your primary and secondary objectives in relation to the SEO/organic search channel. Jump to Part #8: B2B Marketing Measurement for ideas on what metrics and KPI’s you can utilise as part of your strategy.