Search Engine Optimisation For B2B Companies

B2B customer journeys are usually longer and more convoluted than B2C. Search engine optimisation plays a role in the awareness and consideration part of these journeys.

SEO allows firms to increase online visibility for “top of funnel” search terms that might not be profitable to bid on via paid search campaigns. This ensures potential customers find your business early on, when they start searching for relevant products or services.

Because it’s more cost-effective, SEO also allows B2B firms – both small and large – to target a wider range of keywords. This includes experimenting with new trending keywords, and targeting competitor brand terms as well.

SEO agencies that specialise in B2B can bring expertise, scale and resources that would be difficult for an in-house team to replicate. However, this comes at an additional cost. You should weigh the pros and cons depending on your resources, budget, and specific needs.

Pros:

• Expertise: AccuraCast is a B2B SEO agency with nearly 20 years of experience helping a range of companies in business-to-business sectors including technology, professional services, SaaS, business e-commerce, and telecoms. Few individuals in the industry could bring that level of experience to your team.
• Resources: Over the years we have developed processes, identified premium SEO tools, and created a proprietary AI-based system that no other agency or in-house team can access.
• Time-saving: For fast growing B2B businesses, working with an SEO agency avoids the need to recruit and train an in-house team. We can hit the ground running, allowing your internal teams to focus on business operations, while we focus on driving organic search traffic.
• Results-oriented: We are results-driven and make it a point to avoid vanity ranking metrics, instead focusing on delivering real value. We help identify KPIs that matter, aligning our work with your company’s business objectives.

Cons:

• Cost: Working with us involves a financial investment, which may be a concern for smaller B2B companies with limited budgets.
• Business knowledge: As a partner, we aim to learn about your business and work as an extension of your team. However, we do recognise this isn’t the same as having someone in-house working within the team. That’s why we recommend a hybrid model, where our consultants are embedded in your team for a certain number of days per week / month.
• Upskilling: It may take some time for us to also fully understand your company’s unique offerings. Conversely, your team may not learn much about SEO when all the work is done by an external agency. Our SEO training services for B2B firms allow you to upskill your in-house team.

A robust marketing strategy will not rely on any one channel to drive leads, and convert them into clients. Multiple platforms are typically involved in your client’s buying journey, and you need to be present at each stage, providing relevant information.

SEO plays a significant role in helping B2B companies (1) attract new prospects when they are investigating solutions, (2) provide additional context when these prospects are evaluating their options, and (3) establish your brand’s dominance when they are making a purchase decision.

We work with B2B market leaders and challengers alike to identify the right strategy to reach and convert organic search traffic into qualified leads.

“Content is king”. Search algorithms depend on content within a website to gauge its quality and relevance to a search query. More importantly, good content is what turns visitors into leads on your website.

Our content marketing and on-going content SEO services are designed to support busy B2B marketing teams by creating high-quality content that’s built for impact (rather than loads of fresh content that’s mediocre). Our consultants work closely with B2B SEO teams to devise content strategies for greater reach and traction.

We keep a finger on the pulse of your specific B2B sector, identify emerging trends, and can help you create content that targets professionals interested in these trends.

Google has always considered inbound links to be a very important factor when determining where a website ranks. B2B websites are no exception. We partner with our clients to help them attract high-quality, authoritative editorial backlinks.

Building links for B2B sites can be challenging, even in dynamic sectors like SaaS. Obtaining coverage and earning links from reputable publications is difficult, especially for brands that aren’t as well known to consumers.

Our approach to link building for B2B sites starts with creating high-quality content that’s unique and interesting to the target audience. We network, build relationships, and even work with influencers to increase the chances of success.

Remember that building backlinks is a gradual and on-going process. We recommend a minimum engagement of six months, during which the focus is on creating valuable content and fostering meaningful relationships within your industry.

We use a number of tools to track and measure SEO results. The choice of tools should facilitate evaluating the effectiveness of SEO strategies, and making data-driven decisions for continuous improvement.

We recommend the following toolsets:

• Google Search Console: We recommend all clients set up and use this free tool by Google to tracks organic search traffic, monitors keyword performance, and analyses user experience metrics.
• Analytics: Whether you use GA4 (Google Analytics) or another visitor tracking solution, we will use these tools to glean information about the search terms visitors query to find your site and user behaviour on your site.
• Rank trackers: While we tend to rely on Search Console data, we have worked with third-party rank trackers that allow B2B firms to monitor keyword rankings on search engine result pages (SERPs) over time. This helps gauge the impact of SEO efforts and allows us to quickly identify any fluctuations that may require attention.
• Backlink tools: Where we’re providing digital PR and link building services, we may use tools to identify opportunities and analyse your competitors’ backlink profiles.
• Website performance: In the past few years, Google has increased the importance of page speed and page experience as ranking factors. We work with B2B webmasters, using tools such as GTmetrix and PageSpeed Insights, to assess website speed and performance issues.
• Crawlers: Emulating Google search spider’s crawl and identifying technical SEO issues is important, especially for large enterprise B2B sites with more than a few thousand pages.
• SEO platforms: All-in-one SEO platforms can provide a useful interface to look at a number of SEO reports in one place. We help enterprise brands and professional services sites with a lot of content identify platforms that enable scale.

We have provided B2B SEO to numerous companies that operate in the business-to-business space and want to increase online visibility, generate leads, and acquire new clients. Our clientele ranges from start-ups to multinational enterprises operating in all B2B sectors including:

• Professional services
• Software & technology
• Business services
• Manufacturing & distribution
• Wholesale
• SaaS
• Industrial equipment
• Consulting
• B2B marketplaces

AccuraCast is a full-service SEO agency, offering a comprehensive range of international SEO services from audits to link building in all major global languages. You can view details of our most popular SEO services by clicking on the links below:

• SEO audit & consulting
• Digital PR & link building
• Multilingual SEO
• Mobile SEO
• Local SEO
• Video SEO
• SEO implementation support
• Search reputation management
• SEO training & support for in-house teams