5 SEO Strategies Every B2B Company Should Be Using
Think of Search Engine Optimization (SEO) like taking care of a plant. Sounds weird right? Stay with us.
SEO is the equivalent of care you provide your plant that leads to organic growth. Generally, plants need soil, water, air, and sunlight to grow. You’ll regularly water your plant, adjust the amount of sunlight it gets, prune leaves and stems, and maybe even move the plant to a larger pot when it’s big enough. Neglecting any of your plant’s needs could hurt its growth and overall health. But, if you pay attention to your plant and make a habit of providing proper care, it has a much better chance of flourishing.
By monitoring and tending to the various needs of your brand’s digital presence, it will also have the opportunity to thrive by way of attracting new clients and boosting your organic search rankings. The just-released Handbook: B2B Marketing Using Google & Paid Social gives a detailed look at beginning your B2B digital marketing efforts. In this blog, however, we’re taking that conversation a step further by exploring the most effective SEO tips for supporting your digital campaign and growing your brand.
1: Strategic Webpage Optimization
Keep your website pages current with thoughtful keywords that effectively describe your content. As your services evolve, new advancements in your industry arise, and rules and regulations change, you must be able to provide readers with up-to-date information. Web page optimization depends on quality writing and thorough research from your digital marketing team to have the biggest impact on the health of your site.
For large websites with a lot of pages, start by optimizing the high-performing pages (when something is working, do more of it!). It never hurts to make a great page even better and will give you a smart way to prioritize your optimization efforts. Also, take a hard look at why your high-performing pages are doing as well as they are: Is it simply the topic? Length of content? Tags? Graphics or imagery? Is the page being shown in Google’s featured snippet? Common ways to optimize your webpages include:
- Incorporate long-tail keywords
- Add low-hanging-fruit keywords
- Update copy monthly
- Turn thin pages into longer pages
- Optimize high-performing pages
2: Smart Link Building
Link building is a strategy that increases the number of legitimate hyperlinks on the web that send people to your website. One of the most effective ways to build external links to your site is by collaborating with other reputable websites and publications to create and promote content that connects with your shared audiences. That also makes link building one of the more challenging strategies to find continual success with.
Google and other search engines look at the number and quality of external links that point to your website, and that can have a significant impact on your ranking in the search results. By creating quality content for external sites and publications, you can build new business relationships and help them grow their audience. At the same time, that business’s audience is presented with avenues to find your content, creating a cycle of support that can significantly benefit growing brands.
3: Accurate Title Tags and Meta Descriptions
Ensuring the accuracy of title tags is a major factor in SEO. We see title tags every time we perform a search: they’re the single line of linked text that shows up along with each search result, informing you of what you’re clicking on.
Google uses automated bots, also known as crawlers and spiders, to browse the web and report back to help accurately index all the pages on the internet. As crawlers find your pages, they’ll analyze them and report back to Google, where the pages are then indexed and ranked. Accurate title tags are vital to ensuring this process works as designed.
Meta descriptions accompany title tags in search engine results and describe the content of the related page in a bit more detail. Accurate meta descriptions give readers the information they need to make decisions. When a user sees a search result with a vague description or one that doesn’t reflect the actual page content, they may promptly choose to look elsewhere to solve their needs. Meta descriptions don’t allow for a ton of text before Google cuts them off, so provide the essential bits upfront.
Finally, always be sure to follow the current character count and formatting guidelines. As of March 2020, meta formatting guidelines for optimal results on Google are:
- Keep title tags to 50 – 60 characters to ensure they’ll display properly within Google’s pixel limits.
- Don’t stuff title tags with repetitive keywords.
- Give each page a unique title tag.
- Meta descriptions should be between 50 and 160 characters, and provide a compelling description of the page content, complete with appropriate keywords.
4: Frequent Blogging & Content Creation
Blogging is a great way to build content for your website. When you write about your industry and related topics, you’re creating new ways for people to find you. As your digital marketing team researches your online presence, they’ll gain an understanding of how people search and what they search for. Use that information to your advantage to create content that you already know people want to read about. Within your blogs, you can link readers to previous resources you’ve created, increasing the amount of time they spend on your site and increasing the trust they have in your brand.
Blogging is also an opportunity to establish your company as a leader in its industry. If you’re pushing boundaries, trying new strategies, and offer cutting-edge capabilities, you should be talking about it!
5: Domain Authority
Domain authority is a ranking system designed to predict how well a site will perform in the search engine results. Scores range from 0 to 100, with 100 being the best. The tools that calculate this score take into account:
- How many unique domains link to your site
- The “authority” of those domains
- How many unique domains those sites link to
Popular algorithms from Moz, Ahrefs and SEMrush plot this score on a 100-point scale.
While Google can be secretive about how their ranking system actually works internally, smart digital marketers have a solid foundation for calculating Domain Authority and using that valuable data as a metric for your website’s ability to grow organically.
Take Your Brand’s Online Presence Further
Now that we’ve laid down the groundwork for a solid SEO strategy, what should you do next?
Well, there’s always more that can be done to enhance your online presence. Invest time in learning how the best digital marketers complement SEO with SEM and paid social strategies for more success in targeting and conversions.