There was a time when word of mouth, sales reps and the physical store experience played the lead roles in acquiring B2B business. That’s now changed.
But is your website truly optimised for SEO? Or is there more you could be doing?
Keep your Keywords relevant
SEO and keywords go hand in hand. But there can be a temptation to ‘stuff’ or overload your site with terms that you deem particularly relevant.
Bwired advises that B2B companies use keyword-rich URLs that are ‘semantically accurate’. That means your URLs contain that which is on the page in question.
So, for example, if you’re selling chocolate bars in bulk as a B2B business, don’t make your URL for the chocolate bar page ‘/cheap-chocolate-bars-great-prices-B2B-fantastic’.
Be sure to carry out thorough keyword research and reflect this in the copy, URLs and H1 and H2 tags on your site.
Also, remember that in a B2B setting, there’s a higher chance of searches being around types of product, rather than specific products or names.
Also, consider varying your keywords so they are B2B specific. Terms like ‘wholesale’ and ‘bulk buy’ raise the chances of your website appearing in front of the right people in search results.
Optimise for Mobile
Desktop is the predominant medium for B2B businesses, but mobile is also important from an SEO perspective – particularly since Google started to roll out mobile first indexing.
This means the search engine will use the mobile version of a company’s site as its first point of reference when it comes to crawling, indexing and ranking. So, if you’ve naively thought as a B2B organisation that having a great mobile site was unimportant, it’s time to change your tack.
You could also look to optimise keywords based on search intent and device. For example, a B2B decision-maker may use a mobile to carry out product research, before completing a large order via a desktop. By optimising keywords for different contexts, you can enhance the likelihood of potential customers finding your site.
Create Pertinent Content
Be conscious of who is looking to visit your site and buy from you. To complete a purchase from your website, they need to be assured that you are a reliable, trustworthy supplier that could potentially be used time and again.
As such, make your content as informative as you can, as this will give you a better chance of appearing in relevant search results.
Don’t try to blitz B2B customers with flashy catch lines and vapid turns of phrase. They’re interested in:
- What you’re selling
- Any discounts that might be available
- Your delivery options
- Anything else specifically relevant to their business
This means having clear information covering these areas will benefit you from an SEO standpoint.
B2B customers also value content that includes data and analysis according to Demand Gen. This includes items such as case studies and thought leadership.
Be sure to always keep the customer front of mind. Make your content informative and relevant, and you will stand a better chance of being picked up in search results and attracting legitimate potential customers.
Regular Blog posting
Blog posting directly relates to the two points of keywords and creating informative content, made above. Regular blog posting can make a really positive difference in terms of SEO if done correctly.
Google tends to favour content-rich sites. However, those content-rich sites must have quality content to see the benefits, keyword stuffing blogs and creating content for the sake of it, won’t do you any favours.
Blogging is an excellent way to show Google your expertise in a certain field, and thus boost your chances to appear in search queries featuring questions about your topic area.
Blogging is also a way to keep your website fresh with current content, add more internal links to content, and keep potential consumers on your website for longer.
Another key SEO benefit content marketing offers is link building. Creating a high-quality piece of content that answers questions, features relevant links and provides useful information, can encourage and increase the chances of other trustworthy sites linking to your website.
When blogging, it is advised to target keywords that are highly relevant and have good levels of search volumes. Try to focus on only 2-3 focused and relevant keywords that will directly match the intent of your target reader. Don’t forget to ensure all the metadata is optimised as well, for the best possible chance to get your blog’s ranking.
Site speed forms part of what search engines rank SEO. Therefore having a platform that is capable of delivering exceptional levels of speed online is very advantageous from an SEO perspective.
Cloudfy can deliver on this front, as Paren Raval, Customer Success Manager at Cloudfy, explains:
“Cloudfy offers a cluster service that means if a site is hosted on a server that then goes down, it can be moved onto another easily,” he says. “This cluster system allows us to provide a better service for customers. We also offer local servers, global data centers and content delivery systems that push content onto shared global servers.”
Additionally, the Cloudfy platform offers a host of capabilities that can boost SEO.
> Meta descriptions on product pages, product categories and content pages
> Meta titles and keywords on content pages (and others)
> H1 tags on pages (handled automatically)
> Image alt=”” tags (handled manually on product pages, automatically everywhere else)
> Custom text content on product category pages and static content pages
> Custom description content on product pages
> SEO Friendly Canonicalisation of filter and dynamic URLs
> Bulk Export/Import functionality for not only products, but category meta and titles
The platform also makes it easy to implement Google Analytics tracking, eCommerce tracking and Facebook pixel tracking, while Cloudfy can handle 301 redirects and supports fully HTTPS / secure content.
To discuss how Cloudfy can help your B2B business, get in touch with us today.