Step-By-Step B2B SEO Strategy

We’ve all heard the wonders of SEO and how it is essential in business, but to reiterate its importance in the B2B industry, let’s talk figures.

Businesses spend $1,000 – $10,000 per month on SEO services. 57% of marketers say that SEO is their primary lead source of conversions. 

Most importantly, the global SEO Market is forecasted to achieve a market size of a whopping $234.8 Billion by 2030. 

This just shows that applying the right B2B SEO strategy is effective and profitable, and the best thing is it’s cost-efficient.

To help you get started, we at Authority Factors have compiled to help you come up with a well-crafted B2B SEO strategy that would take your business to the next level.

What is B2B SEO?

B2B SEO, put simply, is a strategy with the primary goal of increasing organic traffic from search engines and keyword rankings. 

If you’ve utilized the best SEO strategies, your business will be ranked higher than other businesses of the same nature as yours. 

This means getting more leads, conversions, and a higher ROI (Return On Investment). 

Note that when it comes to Google’s ranking factors, B2C SEO is just the same as B2B, and there’s no “secret B2B algorithm” that you have to discover.

However, what you have to understand is that B2B and B2C have one huge difference—the market and audience you’re targeting. This is where having a proper B2B SEO strategy comes in.

Remember that B2B SEO is much more complicated than B2C because your customers here are also businesses, which means it would take them much longer to come up with the decision of whether to buy or not to buy. 

Why is B2B SEO Strategy important?

A B2B SEO strategy is important because you are not the only business out there. 

If you don’t properly optimize your website so you can rank higher in search engines, people who are interested in the same nature as your business will come across your competitors before they find you.

Take note that 80% of business decision-makers prefer articles over advertisements when searching for more company information.

In short, it’s about making yourself visible enough for your target customers to find you instead of you searching for them. 

With this said, preparing a personalized B2B SEO strategy that would suit your specific needs would determine whether your business will remain stagnant or grow exponentially over the years. 

How to make a B2B SEO strategy

If you want your time, effort, and resources to produce results, developing the right B2B SEO strategy for your business is a must. Here’s how you can get started.

Step 1: Determine your target audience

The first step in creating a B2B SEO strategy is determining exactly who your target audience is. 

For B2C, this process is often quite simple since they are targeting individuals who might be interested in their products. 

But in B2B, you’re targeting other businesses, which makes the decision-making process longer.

However, don’t forget that you aren’t targeting the companies themselves but the people behind those businesses, so your B2B strategy must be targeted towards these key decision-makers. 

Start off by determining exactly which types of businesses you’re after. Then, find out who is involved in their decision-making process so you can target them specifically. 

To help you with this, you can create a Buyer Persona or a hypothetical person who has the same characteristics as the people you want to reach. 

How to create a Buyer Persona 

Begin creating your buyer persona by characterizing your target consumer. This means studying and finding out every essential information about them, including: 

  • Buyer Demographics: This includes their age, gender, income, educational level, and location, to name a few.
  • Objectives: A.k.a. the search intent. What problems do they need to work on? What are they hoping to achieve? Define their pain points as thoroughly as you can.
  • Behavior: How do they interact with your business? Do they spend most of their time online?
  • Budget: How much are they willing to spend?

The more information you can gather, the better you can craft your buyer personas. 

Remember that your goal is to identify specifically who to target with your strategy, making this an essential step in the B2B SEO process. 

Step 2: Understand the B2B marketing funnel

The marketing funnel helps you visualize better how your buyer’s journey works. 

This works just like a regular funnel does: the top is wide, as it consists of those who are unaware that you exist and have just discovered your business.

As you work your way to the bottom, the funnel gets narrow, and these are the people who are ready to convert and make the purchase. 

To get your audience from prospects to paying clients, you have to understand the B2B marketing funnel deeply. 

SEO is one of the best strategies you can utilize to help your target consumers move from the unawareness stage all the way to making a purchase. 

To get started, you can divide your B2B funnel into six stages: awareness, interest, consideration, intent, evaluation, and purchase.

Awareness

Your target audience has just discovered your business. Don’t jump immediately to selling them your products/services; otherwise, you’d just push them away. 

Instead, use this time to introduce yourself to them. Remember, while you may be targeting businesses, you are also just dealing with humans. 

Interest

In this stage, you’d want your target audience to gain an interest in the products or services you are offering.

But don’t reel them in just yet—just give them an overview of what your business is about, and just like a well-decorated cake at a bakeshop’s window, make it as enticing as you can. 

Consideration

This is where you’d start informing your audience how your products or services can solve the problems they are facing in their businesses. 

Your goal at this stage of the marketing funnel is to get them to consider you as an option. 

Intent

At this point, it’s time to get a little more aggressive in our efforts. 

Use strategies like offering free trials or demos so you can get your audience to lean towards availing of what your business is offering.

Evaluation

Those who have reached this stage in the marketing funnel are already analyzing which is the best option they can go for. 

This means this is the perfect time for you to convince your leads that they should choose your business over your competitors. 

Purchase

This is the last stage in the marketing funnel, and you would want to exert double (or even triple) efforts to convince your leads to go through with the purchase. 

The reason why understanding the B2B funnel is essential is that you would want to know exactly what to write or what kind of content to produce at every stage of the funnel so you can convince your leads to convert without sounding too pushy. 

Also, note that not every lead moves linearly and goes through every stage of the funnel—there are some who skip a couple of stages or even backtrack. 

Step 3: Choose your keywords

After you’ve determined exactly who you want to reach, this is where the B2B SEO strategy begins—with keyword research. 

Keywords are essential to B2B SEO because these terms help Google determine how to rank your content. If you want your article to rank in the search term “SEO content strategy in B2B,” then you have to include this exact keyword and use it naturally throughout your article. 

This means using the keywords in the title, headings, and in the body of your post.

However, don’t just grab any keywords you can find and stuff your article with them to the point that it just doesn’t make sense anymore. Aim for keywords that are relevant to the products or services you’re offering, and put yourself in your audience’s shoes.

Ask yourself: “If I am my target audience and I’m interested in the nature of my business, what would my Google query look like?” 

You can target long-tail keywords or those that aren’t just made up of 1 or 2 words. Since these types of keywords are longer, they end up being more specific to particular queries. 

Long-tail keywords also don’t have lots of competition since only a significantly smaller niche of businesses targets this kind of term.

How to perform keyword research

Make a list of relevant topics related to your business: List 5 – 10 topics that are related to your business, and use them to come up with specific keywords later on. 

So, if you’re a business in the field of selling SEO services, your topics can include:

  • Blogging (90.5k)
  • Lead Generation (18.1k)
  • SEO (110k)
  • Keyword Research (8.1k)
  • Google Ranking (4.4k)

The numbers on the right correspond to their monthly search volume. 

This means approximately 110,000 users search for SEO, and if you’re offering this service to other businesses, then this is a good topic you can focus on.

Use keywords that go with your topics: After listing a couple of topics you can focus on in your website, it’s time to think of keywords that are relevant to those topics. 

For example, if you take “SEO” from the topics list, you can begin to think of keywords or phrases that people who are interested in SEO are likely to search on Google. 

These might include:

  • SEO tools
  • SEO marketing
  • B2B SEO strategy
  • Search Engine Optimization techniques

Although this is a great step, one other strategy you can employ is to figure out the keywords that are already pointing to your site, and Google Analytics can help you with this one. 

Figure out from which sources your website is getting traffic and identify the keywords people are searching for to arrive at your website. 

Don’t forget the related search terms

Aside from finding topics and keywords related to those topics, incorporating related search terms in your content is another great way to drive your target audience to your website. 

To do this, you can type in the keywords or phrases on Google search, then scroll to the bottom of the results page. 

Here, you’ll see some suggestions that are related to what you have initially searched for. 

Step 4: Start crafting your content

Now that you have a list of topics and keywords and know exactly who to target with your content, it’s time to start crafting. Note that your content can come in various forms, like articles for your website, informational videos, and infographics.

However, it is worth mentioning that the most preferred and most beneficial SEO content is in written form, like blogs and landing pages. 

As you write your content, ensure that you are targeting the keywords that you have researched. Your overall goal should be to provide a valuable piece of content and not an article that’s full of keywords but doesn’t make sense. 

While keywords can get people redirected to your website, would they trust you with their business if they see the type and quality of content you produce?

Step 5: Don’t overlook technical SEO

Have you experienced visiting a website, and it just keeps on loading for a good minute before you can start to interact with its content? 

Or perhaps the website loads fast, but the layout is just so confusing that you can’t even find where the contact page is.

While the content you produce is what gets your website to rank in Google’s search results, your website’s performance determines whether people will continue to interact with your other content or not. This is where the importance of improving your website’s technical B2B SEO comes in. 

Some of the things that should be included in your checklist include page speed, a mobile-friendly design, optimizing your website’s images, HTTPS, internal links, and auditing toxic backlinks.

Page speed

Your page’s loading speed should be at 3 seconds or less; otherwise, impatient users will just click “X” even before your content starts showing up on their screens.

Mobile-friendly design

Remember that your audience isn’t only those sitting in front of their computers or using huge gadgets like laptops and tablets. 

In fact, 92.3% of people use their phones to access the internet, and over 55% of website traffic comes from mobile devices.

What’s more, in the U.S., 63% of Google searches are done using a mobile phone. Interesting, right? 

It just goes to show that the mobile phone doesn’t only connect people to their loved ones—you can also utilize it to bring your business to them.

Optimize your website images

That’s right—your articles aren’t the only ones that need optimization; your images can benefit from them too. 

Giving the images on your site, alt tags makes them more accessible to Google crawlers. 

Aside from that, ensure that you compress the images you use to prevent them from slowing your pages down.

HTTPS

What users hate more than a website that doesn’t load fast enough is one that looks like it isn’t secure.

In this day and age, where people get their data stolen and their privacy violated on a daily basis, having HTTPS rather than just an HTTP on your site makes it more secure. 

In turn, users will trust your website more, and Google will rank you higher. It’s a win-win.

Internal Links

Aside from having authoritative and relevant external links, internal linking helps increase your organic search ranking.

Doing so helps Google find and index all the pages on your website, and if done strategically, it can send PageRank to important pages (especially the deep ones) on your website.

Audit toxic backlinks

Backlinks are those links from other websites that connect back to yours. So, it is essential that you audit your backlinks and review which sites are linking to you.

Note that in this aspect, quality is much better than quantity because having low-quality websites attached to yours can potentially harm your reputation and credibility.

Step 6: Optimize Landing Pages

Your landing pages are among the first pages your visitors will see when they visit your website. 

You can optimize your landing pages by doing the following:

  • Incorporating attention-grabbing headings and headlines
  • Using a CTA (Call To Action)
  • Detailing what your products and services are
  • Creating digestible content (not too overwhelming and not too long)
  • Using emotional triggers (targeting pain points)

This can determine whether your site visitors will keep on browsing through your content or just exit your page. 

Step 7: Don’t underestimate Off-Page SEO

This might come as a surprise, but not all B2B SEO takes place on your website. 

Here are some of the off-site B2B SEO strategies you can employ to increase your rankings and raise your visibility in search engine results:

Backlinks

As previously mentioned, backlinks are links from other sites that connect back to you. 

Remember that backlinks can add credibility to your website, so make sure to stay away from spammy ones and aim to get links from sites with high authority.

Guest post

Guest posting (a.k.a guest blogging) is when someone who isn’t affiliated with you or your business writes an article that will be published on your website. 

This off-site SEO strategy can benefit both you and the guest blogger, as they can give you content to post on your website while you lend them your credibility in return. 

Public Relations

Public relations (PR) refers to the things a brand or company does to raise awareness among its target audience. 

This differs from advertising, as the latter works on promoting a specific service/product, while PR is more focused on boosting your overall reputation.

In the age of “cancel culture,” having bad press about your business could mean hitting rock bottom in the blink of an eye, so it is essential that you keep a good and positive brand reputation. 

Media Outreach

This is essentially the same as getting backlinks from other websites, only this time, you’re targeting big sites like Forbes, Reader’s Digest, CNN, and Yahoo News, to name a few.

Can you imagine getting featured on sites such as these? It could mean more visibility for your business, and gaining a backlink from an authoritative site increases your site’s credibility as well.

There are various platforms you can try so you can get connected with journalists, but if you aren’t sure how to start, then you can always check out our HARO link building services

We have meticulously designed our strategy to secure premium backlinks from some of the most reputable news outlets and blogs globally. 

To top it off, we guarantee our clients backlinks from DR 50+ sites, and we give our clients any links we score below DR 50+ for FREE.

SEO Tips for B2Bs

Before getting started on your B2B SEO journey, check out this list of tips and good practices we crafted for you:

Go for low-volume, high-value keywords

B2C SEO usually relies on short-tail and high-volume keywords, but in B2B SEO, you have a significantly smaller audience, so long-tail keywords should be your main target.

Make it as relevant and as specific as possible so that when businesses search for these keywords, your website will be ranked above your competitors. 

Optimize your website for mobile

A high percentage of users search on Google and other search engines using their mobile phones, so you have to make sure that your website is as friendly on mobile devices as it is on desktops. 

You can start by checking your website on your phone. Take note of the loading speed and if the image, video, and overall layout of your site are as good as they are on the computer. 

Target people, not businesses

Remember that you are targeting key decision-makers in businesses, not robots or buildings, so ensure that your content is focused on reaching humans. 

Just like anyone, they have emotions, fears, and pain points, so if you are just working to reach them, you can focus on these. 

Make them feel that you understand their business struggles and that what they are going through while challenging, is something that can be solved.

Reference Authoritative Sites

When you write content like blogs, make sure that your references are authoritative. 

Take note that they aren’t merely just references, as they can boost your site’s trustworthiness and credibility as well. 

For example, if you are writing about business, you wouldn’t want to use any random blog as your reference—you’d want to use websites that are leaders in the business industry, such as Forbes, Bloomberg, MarketWatch, and CNN Money, to name a few.

Before you link to any website, make sure to check their Domain Authority and Rating first. DR 40+ sites are considered good/average, while anything above DR 60+ is excellent. 

Keep your title under 60 characters

Long titles aren’t just SEO-friendly and user-friendly. Only titles with 6 characters or less can appear in the search results, and anything above that will just be cut off mid-sentence.

Therefore, “B2B SEO Strategies For Beginners” is better than “B2B SEO Best Tips, Tested Techniques, and Proven Strategies for Beginners”. 

The former is concise and direct to the point; plus, it won’t get cut off when displayed on the search results. 

Quality and consistent blogging

While it may be time-consuming (and just so tiring), blogging is the best way to make yourself known as a thought leader in your industry.

You should aim for at least 2 posts a week to show Google that your website is active, which, in turn, would improve your ranking and help you reach a wider audience. 

Consistency isn’t the only key; the quality of your content matters too. 

On average, your blog posts should be at least 1,500 words, include relevant images (you can create your own or use stock/royalty-free photos), and be packed with the essential keywords. 

Internal linking, external linking, and referencing would need to be present here, too, so make sure you’ve mastered the basics if you truly want to get your business to rank higher. 

Create a content calendar

Staying on top of managing your business, attending meetings, budgeting, allocating money for business needs, managing your social media channels, and creating content just isn’t possible to accomplish in one day.

This is where creating a content calendar comes in. We’ve already established how important a unique B2B SEO strategy is, and it would be much easier if you have a content plan and stick to it. 

Things B2Bs should avoid when optimizing their website

Now that you know what the best B2B SEO practices are, it’s time to understand the practices you should steer clear of:

Targeting the wrong keywords

You don’t just want your website to rank on any generic search terms; you want it to rank on top for keywords that are related to your business. 

For example, if you’re selling real estate properties in Ohio, you’d want to rank for the search term “properties for sale in Ohio” and not for the term “real estate,” as that is highly competitive, and tons of websites are trying to rank for them. 

Most importantly, you wouldn’t want to rank for “how to buy properties in Alaska” as that is not relevant to your business at all. 

Target long-tail keywords, and if your business is limited to a certain country or city, then you can include that in your keywords as well. 

Avoid keyword stuffing

Keyword stuffing is one of the usual B2B SEO mistakes beginners make. 

Loading your content with keywords in an attempt to rank it higher would just end up getting your post demoted by Google.

Use the keywords naturally in the title, headings, and body of your article. Use it as needed, and avoid bombarding your content with keywords to the point that your article doesn’t make sense anymore.

Publishing unoriginal and low-quality content

Have you heard of the saying, “Content is king”? This means high-quality, unique, interesting, and relevant content has a significant contribution to your business’ success. 

This might urge you to publish as much content as you can, but you have to remember that Google doesn’t just rank your website based on the number of content you have, and the quality of the content you produce plays a much higher role. 

What’s worse is that some beginners end up copying content from other websites just so they can post more.

In this case, little but quality content is better than producing high volumes of lousy content. If you simply don’t have the time, you can always invest in good content by hiring highly skilled writers to help you out. 

Your aim should be to produce informational, inspiring, and even entertaining content so that when users see your blogs, they’ll keep coming back to your website for more. 

This will have Google rank you higher because users find your content relevant and engaging.

B2B SEO Tools

In B2B SEO, precision is key. The following tools will help you reach a wider audience, increase your conversion rates, and plan your strategy better:

Semrush

As always, Semrush is the #1 tool on our list. This comprehensive platform has about 55 tools and reports, with four main workflow groups, including:

  • Keyword research
  • Link Building
  • Competitive research
  • On-page and technical SEO

Under these four main groups, you can have access to traffic analysis, on-page SEO checker, persona, and keyword magic. 

Price: Full access to traffic analytics data starts at $200/month. This is an add-on to the Business, Guru, or Pro-Semrush subscriptions. 

Qwoted

Qwoted is one of the PR tools that help connect businesses and subject matter experts with media outlets, journalists, and public relations agencies.

You can either join as a subject matter expert so you can pitch to journalists and gain authoritative backlinks if your pitches are used or as a content creator so you can get contributions from industry leaders and make your content original and more valuable. 

Price: Free (2 pitches per month), Unlimited $124.99/month (billed annually), Custom Team Plan (message them for a quote)

Google Analytics 4

This B2B SEO tool from Google shows you how users find and interact with your website. 

The information you’ll gather here is essential in helping you measure the effectiveness of your strategy. 

By using Google Analytics 4, you can gain access to data on:

  • Sessions
  • Page engagement
  • Users
  • Traffic source

Price: Free

Screaming Frog SEO Spider

Screaming Frog searches for technical and indexing issues present on your website, which could negatively affect your search performance. It’s basically a web crawler that checks for:

  • Faulty URLs
  • Broken links
  • Missing metadata
  • Duplicate content
  • Pagination errors
  • Unsuitable image sizes

These issues can hurt your site’s visibility, but the entire process of doing it is time-consuming and complicated, even for SEO experts.

Utilizing Screaming Frog makes the process easier and faster, as it has technical and on-page auditing features, an XML sitemap checker to help identify any indexing gaps, and integrations so you can easily use it with your other tools/software.

Price: Free (500 pages crawl limit), Paid Version (unrestricted) $259/year

Yoast SEO

If your website is set up on WordPress, then you’ll definitely love Yoast SEO. 

This tool is extremely popular as it simplifies SEO actions like editing the meta descriptions, URL slugs, and title tags of your web page.

Yoast brands itself as the “SEO for everyone,” and a majority of users can definitely attest to this. 

Aside from SEO, it also provides a readability analysis, which makes crafting high-quality content more effortless than ever. 

Price: Basic Plan: Free, Premium Plan (plug-in with extra features and 24/7 support): $99/year

Ahrefs

Another well-known tool in the world of SEO (both B2B and B2C SEO) is Ahrefs. 

This toolkit helps users with keyword research, competitor analysis, link building, site audits, content optimization, and even rank tracking.

You can use this tool to track metrics like organic traffic, referring domains (new and lost), traffic value, and much more. 

Of course, we can’t forget their highly active web crawler, which is one of Ahrefs’ major selling points. 

Price: Lite Plan: $99/month, Advanced Plan: $399/month, Enterprise: $999/month

Little Warden

If you need to automate essential Search Engine Optimization checks but don’t have the time, then Little Warden is the trusty B2B SEO tool you need. 

It can identify issues such as domain expirations, title and meta tag changes, robots.txt changes, and SSL certificate expirations. 

The sooner you can determine these issues, the faster you can address them before they impact your online visibility negatively.

Little Warden can perform site audits based on Google’s latest requirements, make actionable on-page SEO recommendations, and crawl and monitor your website for ongoing issues and changes.

Price: Small Team Plan: $54.99/month, Agency Plan: $99.99/month, Large Agency Plan: $199.99/month

SplitSignal

SplitSignal is actually Semrush’s A/B testing tool. Thanks to its statistical models, the SEO impact of the changes you make on your website can be easily and accurately predicted. 

This way, users can experiment without wasting any resources and, at the same time, make informed decisions in growing search traffic organically.

You can make the necessary changes to your website, and if this tool suggests the changes you made will work, you can easily apply them to your website and watch your content rank faster. 

Price: Only available by application; visit their website to request more information 

Moz Pro

If you’re after the benefits of various tools in one, then Moz Pro is what you need. This all-in-one toolset carries out site audits, backlink analysis, rank tracking, and keyword research.

PA (Page Authority) is one of Moz’s most helpful performance indicators. Thanks to its machine learning algorithm, this tool can predict how well your page will rank on a scale of 1 to 100. 

It also provides a Spam Score to help you identify which content on your website needs optimizing so it can be more relevant and original. 

Generally, a high spam score is not good for your website, so make sure to watch out for this metric.  

Price: Standard Plan: $99/month, Medium Plan: ($179/month), Large Plan: ($299/month), and Premium Plan:($599/month) 

ChatGPT

Last but not least is the ever-famous ChatGPT. This AI (Artificial Intelligence) chatbot simplifies most Search Engine Optimization and content marketing procedures.

All you have to do is input any question or prompt and watch it use NLP (Natural Language Processing) to provide helpful responses. 

For example, you can ask it to give you relevant keywords you can use in coming up with your content.

Some even use this to create blog outlines, provide lead-generation ideas, and generate basic codes (header tags, XML sitemap, etc.).

However, ChatGPT isn’t always accurate, so only use this to assist you in coming up with B2B content and information, but don’t let it do the actual work for you.

Double-check whatever information it feeds you to ensure that it is correct before publishing it on your website. 

Aside from that, while having AI-generated content is faster and somewhat cheaper, it still cannot beat the creative minds of human writers.

In fact, in a post shared by Neil Patel, where he made a comparison of AI vs human writers, it showed that while AI-generated content takes less time to create, content written by humans produces up to five times more traffic.

So, if you have to choose between having your content written by AI or by a human, we highly suggest letting highly skilled writers take care of it for you.

While it may take them a little more time to finish, you can rest assured that your content will perform with steady increases in the long run.

Did we also mention that using AI to manipulate rankings in search engine results is a violation of Google’s spam policies? This means instead of having your business gain visibility, you can end up being pushed way down the rankings.

With that being said, you can use ChatGPT to assist you—not to do the work for you entirely.

Price: Basic Version: Free, ChatGPT Plus: $20/month

Summary

With the B2B SEO tools, research tips, best practices, and strategies we have laid out, you can now take your business to the next level. If utilized properly, these strategies can help your business rank on Google and reach a wider audience, which can later lead to conversions. 

We live in the digital age where all the tools we need are at our disposal—all we have to do is use them to our advantage. 

As we’ve mentioned, crafting a content plan and actually getting into SEO could be a time-consuming task, and in case you need assistance, we at Authority Factors are here to help you out.

We don’t just love SEO—we’re obsessed with it, so you can be confident that we are up to date with the latest trends and practices to help you and your business gain the online visibility it needs. 

FAQs

Do I need SEO for my business?

Yes, you need SEO for your business if you want to rank higher on Google’s search results and increase your website’s visibility so you can reach your target audience. 

How do you rank a B2B website?

You can rank your B2B website by publishing relevant and authoritative content, optimizing your site and making it more mobile-friendly, creating optimized landing pages, and conducting the necessary keyword research. 

What is the difference between B2B and B2C SEO?

The difference between B2B and B2C SEO lies in the audience they are targeting. B2B targets businesses and companies, whereas B2C SEO targets individuals/direct consumers. 

What are the best keywords for B2B SEO?

The best keywords for B2B SEO are long-tail keywords or those that are composed of 4 words or more. These keywords should also be highly relevant and related to your niche. 

What is a backlink in SEO?

SEO backlinks are those links from other websites that point back to your site. 

Having high-quality backlinks can help increase your Google search rankings and increase your site’s organic traffic.

Testimonials