Search engine optimization is important for any company with an online presence, but especially for business-to-business (B2B) companies. That is because often times B2B companies are selling large products or services that cannot be purchased online. When B2B companies do SEO they need to work extra hard to engage users online so that they will contact them offline to complete a sale. Here are 8 tips to help you do just that.
1. Develop Whitepapers
Looking for a new kind of content to keep your website fresh? Downloadable whitepapers offer a host of SEO benefits. Whitepapers allow you to use your targeted keywords while offering useful information. Plus, you can generate new leads by action-gating your whitepaper and requiring email addresses.
2. Claim Your Google My Business Page
Google My Business helps you manage your business listing both on Google+ and in search results. Have you ever searched for a business and noticed the listing on the right hand side of your Google search results? It usually includes a picture, map, link to your website, hours of operation, and more. This is your Google My Business Listing, and you can control what it says.
3. Create a LinkedIn Company Page
LinkedIn is the ultimate social media platform for businesses looking to connect with other businesses and business professionals. On this professional networking site you can post your B2B blogs, advertise career opportunities, and interact with your clients in a professional, educational setting. If you haven’t already, create a company page for your business and have your employees connect with it.
4. Start an FAQ Section
Long tail keyword phrases refer to those longer phrases and questions that people are typing into search engines (i.e. How do I change a flat tire?). These phrases are SEO gold and you can make the most out of them by incorporating them into a “Frequently Asked Questions” section on your website. Don’t just focus on questions like, “Is there parking at your office?” You need to do a little research and answer questions like, “What is search engine optimization?”
5. Use a Content Management System
As mentioned earlier, keeping the content on your website fresh and up to date is a big factor in SEO. Don’t rely on your web developer to make updates, build your site on a content management system (CMS) so that you can make updates as you please. From changing out pictures and posting blogs to overhauling the content on your services page, a CMS allows you to keep your content updated.
6. Implement a Clear Call to Action
As a B2B company, you are probably not selling your products or services online. Often times, B2B companies are selling much larger, more expensive products meaning that a sale may require an offline consultation of some sort. Make sure that your call to action -- whether it is a phone call, form, or application submission -- is clear as day. And make it easy for users to find on any page of your site!
7. Make it Mobile-Friendly
Your clients and prospects are on the go, all the time. They have meetings, conferences, and business lunches, requiring them to use their phones as a means of communication. That means there is a good chance they are conducting their research for your product or service on a mobile device. This is why your website must be mobile-friendly. If users have to pinch and zoom to navigate your website, it is time to go responsive.
8. Optimize Your Meta Data
One of the best ways to improve your search rankings is through your website’s Meta Data. The content you put in for your Meta Page Titles and Meta Descriptions are used in search results. This means you can tell Google what to display. Depending on how great and keyword-rich your Meta Data is you can see your rankings improve significantly. Find out how to create great Page Titles and Meta descriptions for SEO.
If you are a B2B company looking for assistance with search engine optimization, contact Informatics. We offer SEO audits, deep site analyses, and service plans to keep your site on top.