Search engine optimization is vital for getting your business noticed in an increasingly online world. It helps you reach your target audience with solutions that matter. B2B SEO is about increasing your company’s brand recognition. Done correctly, it directs potential buyers to your website and builds trust in your products at the same time. Industrial and manufacturing SEO requires a specialized marketing team that understands the nuances of your industry.
What Are the Differences Between B2B SEO and Traditional Online Marketing?
All SEO is about creating content that ranks high when your customers perform web searches. However, the nature of industrial SEO means businesses have different search engine techniques than websites that market to consumers. Here are six important differences to keep in mind:
- Content designed for multiple parts of an organization: With manufacturing SEO, you need to appear to multiple people in a company simultaneously, from CEOs and VPs to purchasing
- directors and engineers.
- Fact-based pieces: Unlike creating content for homeowners, where emotions play a huge part in driving conversions, B2B industrial SEO appeals to industry professionals that want hard data. Your blog articles need to contain solid information and clear benefits if you want to impress manufacturing clients.
- Use of low-volume keywords: Much of your time spent on keyword research for manufacturers will be dedicated to industry-specific topics. For example, “upright drill press vs. radial drill press” or “design thermoformed prototypes.”
- Lack of immediate conversion: In business-based SEO, the goal isn’t to make instant conversions. The price tag on manufacturing equipment and the way organizations handle purchasing authorization make it more effective to focus on building solid customer relationships.
- Importance of industry expertise: Above all else, your B2B content needs to position your company as the go-to authority in your industry.
The key to success in B2B SEO strategy is using modern techniques to adapt to stay up to date with the changing digital landscape. What methods are most effective at driving revenue and increasing your customer base in 2019?
Take the Time To Perform Market Research
In order to be effective at selective keywords, first you need to identify who you’re marketing to. Start by making a list of the companies in your target market. Next, identify the people within these organizations that are likely to drive purchases of your products.
Good research should answer four basic questions: who, what, why and how. Who are you writing for? What does this person need? Why does the individual want your products? How can you satisfy these needs? The most effective content typically focuses on just one search query per blog.
Learn to Love Your Keyword Research Tool
Keyword research tools are the cornerstone of great content for SEO. Analyze what keywords you’re already ranking for, which ones you should be ranking for and what terms your competitors are focusing on.
Optimize Your Website
Google likes clean websites. Key areas are your about page, products and services section, company blog, resources library for whitepapers and in-depth articles, and a place for new product announcements and company news. Each area should highlight your products.
Learn From Your Competitors
There’s nothing wrong with checking out the websites and blog content of your competitors. By taking note of the things they’re doing right, you can stand out as the leader in your field.
Don’t Ignore Video Content
Modern SEO increasingly includes video content such as YouTube videos. Showing insider tips using your products is a great way to win followers. For example, flooring manufacturers generate increased click-through rates with videos showing professionals the best ways to lay these floor coverings.
Invest in Pillar Articles
In addition to high-quality blog posts, your website should have a number of articles that establish you as an authoritative source for industry information. These pillar pieces are extensive, high-level overviews of relevant topics, such as “The Complete Guide to Selecting the Perfect Excavator,” or “Ten Things Every SaaS Provider Needs To Know About PCI DSS Compliance.”
Even an excellent B2B SEO strategy needs to be updated from time to time. Keep track of how keywords perform and make changes as needed. It’s better to release high-quality content and tweak it later than to hold off publishing for months trying to perfect everything.
Design With Mobile Devices in Mind
The world has shifted to mobile devices as a way to interact with the internet. Business professionals are no exception. Make sure every part of your website, from blogs to ordering tools, loads seamlessly on smartphone screens.
Build a Loyal Following of Industry Experts
As you build a social-media network of customers and other well-known names in the business, it increases your own reputation for expertise. Social media sites such as Facebook, Twitter and LinkedIn are the perfect places to highlight your products.
Design content that helps professionals grow in their industry, such as tips, ideas from recent seminars or introductions to excellent blog pieces. All social media posts should contain links to your website, blog or product pages, even if you use off-site blogs.
Create Great Content That Educates Readers
Google adores content that appeals to readers. While you should use keyword research as the basis for articles, the content itself should sound natural and easy-to-read. There’s room for a wide variety of topics, such as relaxed how-to articles and more technical pieces for experts that compare the specs of several products, but you should always be writing for human beings, not computers.
Keep Google Happy With Smart SEO Practices
Pair the right organic keywords with helpful SEO writing that naturally answers your customers’ questions:
- Keyword synonyms
In addition, pay attention to the little things such as 60-character page titles, 160-character meta descriptions and attractive URL addresses. They may seem simple, but they have huge effects.
Don’t Give Up and You Will Triumph
There’s no magic wand you can use to wave your company to page one every time. However, since B2B SEO is more science than guesswork, it means your hard work will pay off if you keep at it. Design content with your customers in mind and keep track of how your keywords are performing. Use SEO wisely to turn your business website into the top place for industry solutions.