In recent years, B2B companies have also recognized that they can influence the online visibility of their products and services for potential customers with search engine optimization. The success factors that lead to more relevant visitors finding your company website via search engines are similar for B2B (business-to-business) and B2C (business-to-consumer). The core is user-relevant content, a logical page structure and clean technical implementation. However, there is often a lack of a sustainable SEO strategy to make it easier for B2B employees to use this marketing tool regularly. As a result, the website ranking for important search terms on Google does not work on the first page.
B2C websites get significantly more visitors. The reason: B2B websites address a very specific and small target group. The topics, products and services are only of interest to a fraction of the users on the Internet. Nevertheless, traffic is a good starting point to identify landing pages that are difficult to find. Make sure that your target group can see your offer on Google.
Influence Ranking Of B2B Website
The process of improving the ranking of your B2B website starts with a thorough analysis. A manual Google Ranking Check is feasible but extremely time-consuming. In addition to Google Analytics and the Search Console, I use a tool to optimize my websites: Seobility. This complete SEO suite includes on-page analytics such as B. the detection of unoptimized pages, technical and structural errors, duplicate content, typos or broken links. If you only want to track a few keywords, you can even do this completely free of charge: 10 keywords are available for free in the basic tariff.
B2B keyword potentials are often not used or are not even known. For this, it is important to put yourself in the potential customer’s position to find subject-specific search terms. These can be search terms for new industry trends, such as Industry 4.0, for norms and standards specified by DIN or ISO, for example, or material numbers and material properties. Even if there are now several tools for keyword research, such as Ubersuggest or Answer the Public, it is a lengthy and time-consuming process.
A second point that must be included in the analysis is the touchpoints of your potential customer before a purchase decision is made. These must be analyzed as part of the B2B SEO strategy. In particular, the offline channels independent of the search engine or relevant must also be considered. Search engine optimization and content marketing must go hand in hand to achieve a top ranking. They are like two sides of a coin. If you want your content to rank well on the search results page (SERP) for a specific keyword or topic on Google, you can’t avoid SEO-optimized content. Marketing managers have to manage the balancing act between lead generation and SEO-optimized content.
Display Ranking Results
Improving the ranking of your web presence is not a one-time action but a long-lasting process. Tracking the optimizations through a performance analysis is essential to see the improvements, and Google Analytics provides very good insights into this. Use Google Data Studio to create a clear dashboard for your key performance indicators (KPI). These key metrics let you see at a glance what pages are being viewed on your landing pages and where the visitor is taking desired actions. In this way, you can immediately see what is going well and what is not, where you need to accelerate and where to brake.
Also Read: What Are Search Engine Result Pages?