Google & Co. are the first address in the B2B area when looking for sales partners and specific products. Therefore, professional SEO should not be neglected in B2B marketing either. But in many places potential is wasted instead of relying on success factors that bring company websites to the top in the organic search results. B2B companies should think about these six SEO success factors.
A detailed keyword analysis is the basis for successful search engine optimization. Keyword analysis enables two important insights. On the one hand, it shows what a certain target group is actually looking for and, on the other hand, it states under which search words a website has the greatest chance of ranking well in the organic search results. This analysis forms the basis on which further measures, such as content creation or internal links, can be built.
The analysis reveals which keywords must appear in the website text, how the title and description can be optimized and whether there is potential for new pages, i.e. landing pages.
Niche keywords in B2B
A specialty in B2B is the often low search volume of a keyword. The right keywords for a B2B company are often niche keywords – with less search volume, but also less competition. Therefore, a close cooperation between SEO agency and B2B company is particularly necessary here in order to find the suitable keywords.
In this area, it is helpful to interview the various departments. Are products possibly named differently internally and by customers? Then they are searched for in search engines in a completely different way than one might expect in the company. In order to be able to represent the company and customer perspective well, a survey of sales and production is advisable.
Keyword research tools
There are various tools for keyword analysis. They differ in complexity, scope of services and of course also in price. Two good tools that are free in the basic version are Hypersuggest and Keywordtool.
Both tools determine the Google Suggest suggestions for your keyword suggestions and offer a list of search queries that are often searched for with the entered term. With Hypersuggest, W-questions can also be determined that have a large search volume. A competition analysis can also help to research keywords and show which terms the competition is ranking well for.
You can now work with the keywords found. Texts like those that were common a few years ago, in which keywords were randomly strung together and meaning and readability were at most secondary, have now been said goodbye. The search engine’s search algorithm has become too good for that. Nowadays, a text has to please both the user and the search engine in order to achieve good rankings.
These requirements are now placed on content (category texts, blog texts, etc.):
- The content must give the user information about the product: The more explanation a product needs, the more informative the text should be.
- The content should answer common questions from the customer: When creating it, it is important to put yourself in the buyer’s shoes and look at the product through his eyes.
- The content should be interactive: Graphics, images, videos, enumerations and lists ensure that text wastes are avoided and help the user to skim the text.
In order for new or updated pages to appear in Google’s search results, the pages must be indexed by Google’s so-called crawler. A crawler automatically searches the Internet for content (websites), saves it and analyzes it with the help of algorithms. He has a certain budget available for crawling a domain, so the crawler budget is limited.
It is therefore important that only the most important pages are crawled and the other pages are excluded. To do this, the crawler on the website must be controlled accordingly. This is mainly possible with three instructions: Disallow instructions in Robots.txt, Noindex and Canonical.
Robots.txt: Content that is unimportant for the user should be excluded from crawling. This is possible with the robots.txt for various search engines. With the instruction “Disallow”, directories of a website can be excluded from search engines or certain crawlers.
Noindex: Another possibility is the meta-tag command Noindex. It tells the crawler not to include this page in the index. This is useful, for example, for the results pages of a shop or product search or for filter URLs such as product filters.
Canonical: A third option is the canonical tag in the head area of an HTML document. This brings the crawler to the “correct” page to be indexed. This is useful, for example, with two pages with the same content. This could be, for example, two product overviews from an online shop, listing the products once by price and once alphabetically. The canonical tag then refers to the preferred, original page.
Furthermore, internal linking is one of the most important SEO measures for websites – whether for B2B or online shops. It also helps users and search engines to find their way around the site. In order not to give away any potential for internal linking, a few things should be observed. For example, the most important pages should usually also contain the most internal links, and orphaned pages that are not internally linked should also be avoided.
Links should always be made between products and categories that match each other. Thereby they strengthen each other. In addition, the link is also valuable in the content area and should be integrated.
Relevant links strengthen the ranking
The advantages of internal linking are obvious. First of all, they are useful for users and search engines, because they guide the user through the page and convey the website structure to Google & Co. Only through systematic linking is the full link power used and distributed to other sites by the linking site.
The thematic relationships and the relevance between the websites are also transmitted to Google. Because the more topic-relevant internal links refer to a page, the more relevance the search engine assigns to this page – this strengthens the ranking.
Branding is not only something for large companies, small and medium-sized companies also benefit from it – especially in B2B. Brand building is used to associate a company with certain values, such as specialist knowledge and expertise. Such attributes also help with link building, another important ranking factor.
There are significant differences between B2B and B2C when it comes to link building. Because the more specific a product, the less likely it is that there will be many potential link sources, such as blogs. For example, there are specialist portals for almost every industry. A link to the company page through a guest post on such a page can be worth gold for B2B Seo.
Guest contributions underline expert knowledge
In such cases it is helpful to speak to suppliers, customers and cooperation partners first. With guest contributions you can underline your own expert knowledge and spread your own brand. A good option for such posts is interviews. Another possibility for linking are publishers and comparing them with competitors. Where is the competition present? Maybe there is a possibility to present yourself there as well.
The product name can play an important role in communication and brand building. Creative naming instead of an unspecific product name like F398 make the product more tangible and easier to remember, not only for laypeople.
Reading tip: Why is Fritzbox actually called Fritzbox?
The hreflang attribute in the head area of a domain informs search engines of different language versions of a website. This means that users are shown the appropriate version in the search results. This is particularly useful for international websites that have identical content in different languages or content in the same language but with regional differences – for example, Swiss francs instead of euros. Since the users are shown the correct language version for them as a search result, the usability increases for the user, and through higher user satisfaction this also contributes to search engine optimization.
Even if online marketing has arrived in more and more B2B companies, many companies still have significant development potential. No matter if B2B or B2C, interested parties search online for dealers and products. Companies should therefore be aware that only those who can be found can do business.
It is important to address and pick up the often comparatively small target group as precisely as possible. Those who take SEO measures into account and also always keep an eye on the target group and meet their questions and needs have the best opportunities to rank at the top in B2B as well.