Business to Business SEO Services
Clickthrough has been providing Business to Business (B2B) search engine optimization (SEO) and Google Ads services to a range of companies and online stores since 2009.
B2B
Since then, we have built a comprehensive understanding of how to get B2B website pages to rank higher in search engines such as Google and Bing and generate better ROI from paid-search campaigns.
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B2B Vs B2C Search Engine Optimisation
The main search engines, such as Bing and Google, do not have a separate ‘engine’ for B2B searches.
In other words, organic SEO fundamentals – on-page + technical + off-page SEO – are the same for B2B and B2C SEO.
However, over the past years we have found the following key nuances that distinguish Business to Business (B2B) SEO from Business to Consumer (B2C) search engine optimisation:
- With B2B SEO marketing, your target customer is a business, not a consumer. This means, the keywords you target with your search engine marketing strategy will be low volume / high value, which makes them more difficult to ascertain. Detailed buyer personas are a good way to guide your B2B keywords strategy.
- B2B conversion rates are lower than with a B2C site. For example, a B2C site selling shoes tends to convert higher than a B2B site that sells shoes in bulk to other businesses. The lower conversion rate is generally due to the sales process in a B2B organisation being more complex and having more decision makers. A suggestion here is to ensure your B2B sales pages have long-form content, including tips, guides, videos, images and other advisory content to help the various stakeholders in an organisation make a decision.
- Acquiring backlinks naturally for a B2B SEO strategy is a lot more complex and time consuming than with a B2C site as B2B businesses tend to have more conservative content. That said, we have found link building strategies using tactics such as user guides, infographics and PR campaigns to be quite effective.
Contact our B2B Team
Need help generating visits, leads or online sales from your B2B website or online store? Don’t hesitate to contact our B2B SEM consultants using the form below or email [email protected].
Frequently Asked Questions
While the organic SEO fundamentals are the same for B2B and B2C SEO, critical nuances distinguish them. B2B SEO targets businesses instead of consumers, requiring a focus on low-volume/high-value keywords. Additionally, B2B conversion rates are lower due to a more complex sales process.
To improve conversion rates on a B2B website, it is recommended to create long-form content that provides comprehensive information, such as tips, guides, videos, and images. This content should cater to the various stakeholders involved in the decision-making process within a business.
