It seems as if the notion of search engine optimisation (SEO) is nearly impossible to define in these modern times. Approaches that might have been valid yesterday could be redundant today and outdated tomorrow. However, one fact remains constant. Even the most robust B2B e-commerce platforms still rely upon coding that is similar to B2C services. There are two reasons behind this observation. First, B2B customers are now keen on developing B2C-like relationships with their suppliers. Secondly, the related SEO needs to be capable of enhancing specific utilities such as a user-friendly framework and a streamlined storefront. When we then take into account the critical importance of SERP visibility, there is little room for error.
The main problem here is that implementing the wrong SEO strategies can cost any online business a great deal of time and money. Furthermore, they could very well sacrifice their brand identity as a result. This is why we will examine some of the most current SEO strategies which are specifically tailored for the B2B sector.
The Notion of Organic SEO Content
You may have heard the term “organic” mentioned in regards to search engine optimisation. What does this actually signify? Organic SEO material is written for the reader as opposed to the search engine. It is designed to resonate with a specific audience on a more personal level; encouraging readers to take some type of action. It should also be mentioned that organically driven SEO content has begun to rank higher on major SERPs such as Google and Bing. This is why many B2B platforms choose to outsource their content creation requirements to professional third-party writers who are familiar with their sector.
Quality as Opposed to Quantity
More is not necessarily better when referring to modern B2B marketing techniques. Some firms have not yet accepted this fact; instead preferring to throw enough “jam” upon the wall in the hopes that a small amount will stick. This wastes time as well as money. Your content should be developed with quality in mind at all times. Here are are some of the hallmarks associated with such SEO-friendly material:
- Content that provides actionable information to the reader.
- Material that solves a problem or answers a relevant question.
- Articles that include a call to action.
- The presence of embedded hyperlinks so that readers can obtain more information about the products and services that your firm has to offer.
Informative content is much more likely to resonate with the end user; resulting in higher levels of overall engagement.
More Than Keywords Alone
Many of us immediately associate B2B SEO techniques with keywords. While this is certainly true, there is much more than initially meets the eye. We are referring to HTML in this sense. The presence of appropriate HTML tags serves two main purposes:
- To ensure that the website is clear, straightforward and easy to navigate.
- To allow search engine algorithms to appreciate what the site itself contains.
Due to the fact that HTML can be slightly confusing, it might once again be a good idea to seek the help of a professional B2B e-commerce firm to ensure that no errors are made.
Taking Voice-Powered Searches Into Account
Voice searches are becoming commonplace throughout the online community thanks to the ubiquitous presence of mobile devices. As a result, the queries themselves have begun to change. Here are two examples directly related to the B2B sector:
- Shipping London
- Shipping firms in London close to Regent’s Park
The first phrase will be typically seen within traditional search engines. However, the second is much more likely to be used as a spoken query. The main takeaway point is that businesses need to slightly modify their content in order to contain long-tail keywords and key phrases. They will then be able to feature more prominently within the top ten search engine rankings (the results which enjoy the majority of inbound hits).
Always Embrace a Proactive Mindset
Finally, the world of search engine optimization is far from static. This is why anyone who is involved within the B2B sector needs to remain one step ahead of the digital curve. There are several ways to leverage such a powerful position.
Examine which of your website pages are the most popular. The same holds true for specific products and services. Analyse ongoing marketing campaigns and obtain real-time customer feedback. Ensure that all elements within your website are functioning as they should. Keep up to date with industry trends and utilise big data so that you are better able to predict when your niche sector may be headed.
Above all, never be afraid to employ third-party e-commerce platforms. These bundles are able to take the guesswork out of the equation so that your business can enjoy the success that it ultimately deserves.