b2b seo considerations
TRANSCRIPT
B2B SEO Considerations
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A quick bit about me:
[email protected] | overdrivedigital.co.uk
• Been in SEO and online marketing for 10 years
• Have worked with many brands across B2B and B2C
• Recently launched my own consulting business
• Love motorbikes!
B2B requires a different approach:
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Althoughthefundamentalsremainthesame,therearesomebigdifferencesthatneedtobe
considered
1. Understand the Complete Funnel
Understand where you can have the biggest impact:
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“Today'sbusinessbuyersdonotcontactsuppliersdirectlyuntil57percentofthepurchaseprocessiscomplete”–thinkwithGoogle
Decision making can be far more complex than B2C:
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Complexity that must be considered:
• Different parties involved in a decision• Level of influence by each party involved• Strategic needs of target businesses• How to measure through each stage of the funnel
2. Segment Your Research
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Longtail +Social
ProblemSolving HeadTerms&CaseStudies SalesMaterials Remarketing
Opportunities
Identify how keyword behavior might change throughout the buying process:
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SEMrushKeywordMagictoolisagreatwayto
reviewpotentialmodifiers
Find what content your target market might consume:
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LinkedInmakesagreatB2Bresearch
tool
Find what content your target market might consume:
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YouTubeisgreatfortopoffunnelideas:
3. Research your Competitors
Shopify are an excellent example of great B2B content marketing:
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Understandwhatyourcustomer’sneedsare–thenbuildcontenttoservethatpurpose!
Find out where your competitors are having success:
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SEMrushOrganicResearch
report– matchkeyword
researchwithexistingcontent
Export and pivot the data for added insight:
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0 2000000 4000000 6000000 8000000 10000000 12000000
https://www.shopify.com/pinteresthttps://www.shopify.com/blog/7412852-10-must-know-image-optimization-tips
https://www.shopify.com/plus/customers/la-lakershttps://www.shopify.com/blog/14681601-google-analytics-for-ecommerce-a-beginners-guide
https://www.shopify.com/messengerhttps://www.shopify.com/buy-button/weebly
https://www.shopify.com/buy-button/wixhttps://www.shopify.com/quickbooks
https://www.shopify.com/dhgatehttps://www.shopify.com/tools/logo-maker
https://www.shopify.com/tools/business-name-generatorhttps://www.shopify.com/
https://www.shopify.com/loginhttps://www.shopify.com/apple-pay
https://www.shopify.com/retail/119535811-the-apple-store-guide-to-insanely-great-customer-…https://www.shopify.com/pos/qr-code-generator
https://www.shopify.com/pos/invoice-generator/templatehttps://www.shopify.com/tools/mockup-templates/t-shirt
https://www.shopify.com/blog/17156388-22-awesome-websites-with-stunning-free-stock-imageshttps://www.shopify.com/tools/pay-stub-generator
Read: https://builtvisible.com/competitive-intelligence-driven-keyword-research-for-online-retail/
4. Tracking Leads
Brush up on Google Tag Manager:
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View:https://www.youtube.com/watch?v=iknwOXX7jAs View:https://www.youtube.com/watch?v=lDMlw8CLgvA
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TagManagermakesiteasytopulldatasuchaswhatfieldspeople
complete
When assigning value, consider lifetime value:
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Read:http://www.kaushik.net/avinash/analytics-tip-calculate-ltv-customer-lifetime-value/
B2B buyers rarely buy once.
Don’t sell yourself short, measure LTV!
5. Measure Genuine Value
You could be doing this to the sales team:
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Your conversion numbers might look
great but…
How to track leads to sale:
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Investigate tools to track actual sales.
Other KPIs might include:
• Pipeline Value• Lead to Proposal Rate
• Value of Converted Leads
Key Takeaways
Key Takeaways:
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• Build a full understanding of how your potential customers research is key• Understand the strategic needs and challenges of your client / business• Figure out how to track activity at each stage• Measure genuine value
Thank you!@jonquinton1
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