Improving your B2B SEO – Search Engine Optimization
Are you making it easy for prospective buyers to find your organization? Is the right kind of traffic getting to your website? Is that traffic converting after it arrives?
For B2B marketers, our first goal is to help establish relationships with prospects. Optimizing corporate websites for organic internet search (Search Engine Optimization) is a significant process and has become a science unto itself – particularly with the ever changing rules of the search engines themselves, but it’s a must-do for intelligent web design. Going beyond the narrow focus of traffic acquisition, holistic SEO services help ensure that visitors have appropriate content to engage with and ideally, multiple calls to action to proceed from helps to ensure you’re establishing that relationship early in the buyers’ decision making process.
Great content needs an audience, great SEO helps provide it.
If you are doing outbound marketing, whether it be phone, email or direct mail based … odds are, your prospects are going to run google searches for the topics you market. Do you rank well beyond just your company name?
Long Form Content In SEO
The days of microblogging to drive your SEO rank are long past. Today’s search engine emphasis is on trying to match the user to the best possible articles that provide answers to questions being asked of the search engine. The key to success is to use crisp headings that properly define sections of content on your page, allowing users to quickly skim or jump to the relevant area, and google to properly pull content into featured snippets if your page it ranking highly enough. It is essential that your content be correct and authoritative, as well as easily understood and informative to drive page rank.
When you evaluate pages on your website, we frequently use the word Cornerstone to identify the ideal pages to capture search traffic for your organization. Cornerstone pages should have a clear purpose with great insights, usually running at least 900 words in length. Cornerstone content is supported by additional blogs and links you’ll deploy on your website to drive emphasis back to cornerstone pages. Done right, you may find yourself earning additional backlinks from customers and other writers in your space. Backlinks will further enhance the ability of an article to rank, though having that strong seo structure in place from the beginning should be your core focus. Note: The number of cornerstones your site might need to support will vary considerably. Businesses that serve a single market with a single solution might only have a few. The broader your solution set and the more markets you serve, the more cornerstones you’ll want to define and support.
Is your website designed to support worldwide audiences? Taking a deeper look at the domain structure and organization of your website alongside regional and language support is critical to success. Google maintains distinct rankings in different countries and language sets, and will frequently showcase your site at different positions throughout the world. At the heart of international SEO is a concept known as the hreflang tag, a structural element that helps guide google to showcasing the right domain and page for a particular country or language. SERP tracking for international efforts can be equally challenging, as tracking is set up for each country you’re looking to measure rank in.
There isn’t a perfect blueprint for organizations deploying global content, and Subdomains, subdirectories, and local domains can all drive positive outcomes in your international SEO efforts. hreflang tags help provide the clarity to google about what domain or directory to showcase for visitors.
Product SEO vs Brand SEO
Strategies can differ for brand search optimization vs. product search optimization – which can often be more targeted around certain solutions, industries, or messages. Likewise, different strategies are required based on client brand recognition levels and the amount of overall competition for keywords. Local search, for companies working within a particular geographic area, has also become extremely important. Search engines are prioritizing rankings based on proximity to the person running the search. We have SEO programs designed to help boost your regional and local search rank.
Frantz Group is well practiced at developing and maintaining effective search engine optimization programs, including market analysis, keyword selection and analysis, search-optimized content writing, submissions to social media, tracking, and results reporting. Our process begins with a site analysis, reviewing your existing site and ensuring the technical structure follows good SEO practices. From there, we review specific pages, ensuring that keywords are used appropriately in a way that helps improve your organic rankings. Once the internal house is in order, there are a number of off-site SEO tactics including blogging, micro-blogging, social media, social bookmarking, and standardizing link practices among partners and affiliates that we can assist with.
SEO for B2B Channels
If you’re part of a B2B technology channel, there are specialized challenges to overcome when it comes to SEO. To begin with, the owners of large channel organizations tend to take up a large portion of the first page of results all on their own. Rather than relying on channel owners to simply provide referrals out to their partners, strong partner organizations work to explore strong niches and relevant positions within channel related SEO results. This enables taking ownership of your own visibility, reach and engagement, enabling your channel organization to drive better business results from outbound lead generation programs.
Our Approach to Search Engine Visibility
SEO is considered a core offering within our Marketing Foundation services. It lays the foundation for driving traffic to your website, traffic that is analyzed for interactions and behaviors, seeking continual improvement to interactions and conversions to customer relationships. This becomes the entry point to behavioral marketing. Not sure if an SEO campaign is right for your organization? Read more about our inbound marketing offerings, which can give you a holistic view of how best to approach your inbound strategy.