Search engine optimization is an important concept in B2B and B2C. Businesses and customers both search for relevant products and services on search engines like Google and Bing. The company that has been following the white-hat SEO technique with full loyalty comes at the top of the list of preferred searches. Though there is a difference between the techniques followed by a business-to-business and a business-to-customer model, A white-hat SEO strategy does not show an instant result, as it took many months for businesses to reach the top of the SERP. A B2B SEO strategy is a little different from a B2C SEO strategy.
In this article, we will study the B2B SEO strategy and how B2B and B2C SEO strategies differ .
What is B2B SEO?
Business-to-business (B2B) SEO is a strategy that focuses on increasing organic search engine traffic and relevant keyword rankings for B2B websites. B2B SEO strategy’s main role is to place a business website at the top of the SERP so that it becomes easier for other businesses to engage themselves with the products or services they are looking to buy. A B2B business does not directly deal with customers. It is all about businesses buying from each other.
B2B SEO also includes :
- On-page SEO
- Off-page SEO
- TECHNICAL SEO
But there are the following challenges that occur for B2B businesses, and the main challenge is targeting the right audience. People who buy on behalf of businesses are separate from the customers who buy for themselves.
Let us understand the difference between B2B SEO and B2BC SEO.
DIFFERENCE BETWEEN B2B SEO AND B2C SEO
The major difference between B2B SEO and B2C SEO is audience, and the reason behind this is that the products and services that businesses bring are different from what customers buy. Let’s discuss in detail the other various key points.
1. Target multiple decision makers :
A single decision maker exists in a B2C business model, whereas multiple decision makers exist in a B2B business model. And every decision-maker will search in a different manner based on their specific experience, concerns, and purpose. Therefore, B2B SEO focuses on different decision-makers, and businesses ensure that all relevant keywords are addressed on a particular landing page that has the capability to speak to all types of decision-makers. Whereas B2C faces the opposite challenges, like having to hunt for keywords that are the best fit for multiple searchers.
2. Low volume keywords :
B2B SEO uses low-volume keywords. A keyword that is used in B2B is of high value but has a low volume. For instance, the keyword ‘’CCTV Camera’’ has 40k searches, whereas commercial CCTV cameras have less than 100 searches. So, it is recommended to use a group of such keywords that have a high value but a low volume. A right SEO agency in India helps the business-to-business model grow faster as they have expertise in searching and using low-volume keywords for all kinds of B2B models.
3. Less organic traffic conversion
We discussed the example of CCTV above, and it shows that there are over 40,000 searchers who have searched for this. And among them, there will be a few thousand people who will buy a CCTV. However, it is not likely the same in the case of commercial CCTV searches, as there are multiple decision-makers involved in the B2B purchase. It is a fact that B2C enjoys a large amount of traffic, and it includes fewer decision-makers. And this is the reason why visitors are likely to convert into customers. B2B SEO is hard, but there is less competition in it and, thus, fewer chances of conversion as compared to B2C SEO.
4. User Intent :
The user is considered the top priority in SEO. All the strategies are directed at the users. Content is also optimized according to the user. Content should be optimized in such a way that it matches the needs of the customer. The sales funnel of the B2B model is much longer than the B2C model. In a B2B strategy, if the content is according to the user’s intent, only a business will be able to convert the visitor into a customer; otherwise, it will not. So, it is better for businesses to focus on content that appears appealing to both users and search engines.
TIPS FOR B2B SEO STRATEGIES
To accomplish SEO successfully, it becomes important to follow a proper strategy that will help you achieve your goals.
The following tips are:
. Develop a buyer persona :
Developing a buyer persona means knowing your audience, what they need, and what attracts them a lot. The best SEO companies in India themselves develop a buyer persona through famous websites. All the details could be extracted by developing a buyer persona through various B2B templates that offer questions and motivate you to think throughout the whole process.
2. Deeply understand your sales funnel :
Before you conduct any keyword research, make sure that you have a deep understanding of your sales funnel. I guess you might not be aware of it. No worries about the sales funnel; follow some simple steps.
- Communicate with your sales team and ask them in detail how it works and all other things that you believe would work well.
- Check out the following statistics: CLV (customer lifetime value), average time to purchase, and many more concepts related to marketing analytics.
- Know more about your business sales and why they are interested in you.All this will help you formulate different strategies for your B2B SEO.
3. Conduct a thorough keyword research :
All the SEO services in India focus on thorough keyword research. As keywords are the key to success for organizations, during keyword research, you need to look into the queries of the people. There are also Google tools that can be used to search for all the related keywords. Besides, there are other tools that can be used. A relevant keyword and the content rank your page faster.
4. Use various keywords to target buyers at various stages of funnel :
If you want to succeed at B2B SEO, use topic clusters. In short, topic clusters are groups of pages that are built around a central theme. Various cluster pages include keyword research, link building, local SEO, and technical SEO. For all the pages, it is better to develop a different keyword strategy. Keywords and content will both be organized in a separate manner so as to target a separate audience
5. Develop an attractive content :
Developing high-quality content builds trust among potential customers. The content should be in easy language and should include all the keywords. While formulating B2B SEO content, it is important to include four major elements, and those are :
- It should be well written.
- informative content.
- accessible to the target audience.
- Keyword rich.
- Unique content.
6. Add backlinks :
Link building plays a major role in the process of SEO as it improves the website authority and search engine rankings of the business. Various methods to build links include guest blogging and listing sites in directories. Remember, when you are building links, it is important to focus on quality over quantity. And it is also crucial to avoid link farms and other black SEO techniques, as they affect the ranking of a website.
7. Analyse your progress :
If you want to know whether all of your strategies are working or not, It is better to track the website traffic. Besides, keep an eye on the search engine rankings to check where your keywords are placed. Remember that SEO does not give results over time; rather, it takes many months or years. As we all know, consistency is the key to success, and therefore, we should perform SEO on a regular basis.
Performing B2B SEO and B2C SEO are both difficult, as there is no substitute for hard work and consistency. With these two factors alone, businesses could come to the top of the SERP. With the right time and efforts, a successful SEO is accomplished. The strategies mentioned above are the best strategies that could be followed in B2B SEO.