Business to Business SEO Services

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.