The SEO guide to generating quality B2B leads.
B2B marketing industry stands to benefit from a successful SEO strategy.
This acquisition channel can provide companies with strong organic visibility, which is essential for improving traffic, increasing conversion rates and accelerating growth. In the long term, the benefits of this acquisition channel are unquestionable!
For 57% of B2B marketers, SEO is the best method for obtaining organic leads and is capable ofincreasing conversion rates by nearly 15%. However, only 50% of companies monitor their SEO on a weekly basis, while 40% of industry experts believe that companies are not investing enough in developing their content.
While good SEO is essential for professionals, knowing what to do to drive this can seem complex.
It is therefore necessary to be able to rely on several strong principles in order to know how to optimize your organic SEO in a B2B context.
Table of Contents
- Choose keywords that make sense to your prospects
- Structure the pages of your site
- Prepare your semantic cocoon to boost your SEO
- Offer rich content related to your customers' buying journey
- Use third-party sites and influencers
Choose keywords that make sense to your prospects
Your SEO strategy should always start from your target groups. You need to collect information beforehand to accurately determine your personas and answer simple but essential questions. What is your audience profile? What are they looking for? What are their values and needs? What is their preferred content? An excellent understanding of your target audience will allow you to develop an appropriate keyword search strategy.
You should use keywords in your content that make sense to both your prospects and the search engines. These elements are crucial in order to gain visibility and appear on the first page of search results for B2B requests corresponding to your sector. For this, several powerful tools like SEMrush or Ahrefs are available to facilitate your keyword selection. You can use the tool provided by Google, Google autocomplete, to base your search on the keywords frequently used by Internet users.
To propose relevant keywords, you will have to understand the expectations and problems of your customer personas, then create dedicated and qualitative content to make yourself visible to them.
Structure the pages of your site
Improving your organic SEO also requires a technical optimization of your website. You will need to structure the pages in a logical way, both to meet the requirements of Google's algorithms and to ensure a quality user experience for Internet users.
A well-structured site makes it much easier to access information and makes you more visible online. Your site must be user-friendly with clear navigation and a structure adapted to the use on mobile devices according to the principles of responsive design. Several indicators will help you optimize your pages such as reducing loading times as much as possible and observing your bounce rate (percentage of visitors who leave the site after viewing a single page).
To increase the time spent on your site and consequently the engagement, it is imperative to optimize the internal linking. Your homepage should redistribute traffic to all your important content.
Prepare your semantic cocoon to boost your SEO
In recent years, the notion of a semantic cocoon has emerged as a full-fledged SEO tool for professionals. This method is ideal for optimizing your content by grouping it around common themes capable of generating more traffic to your website. It is based on semantic search to help improve the position of your pages in Google search results. This SEO approach takes into account your buyer personas, their needs and their queries on search engines.
This SEO technique aims to anticipate the needs of your buyer personas by intelligently using keywords that correspond with their potential searches. The semantic cocoon will use relevant keywords belonging to the same lexical field to increase the visibility of all your pages. It’s important to follow certain rules, concerning both the general architecture of the site, the contextualized links and the content of your different pages, the objective being to focus them around the same semantic theme.
Offer rich content related to your customers' buying journey
To generate leads, creating content that is relevant to your audience is a must. Depending on where your prospects are in their buying journey, you will be able to offer them different types of content to guide them.
During the awareness phase, a prospect is looking for answers to their needs. You can direct them to your site using a professional blog, videos answering frequently asked questions or with reference content like a white paper.
During the consideration phase, the prospect discovers your content and thinks about their options. Appearing in the top search results will reassure them of your expertise. You can support this with analysis reports or webinars.
The decision phase is the last step before the purchase. Targeted and engaging content with detailed case studies or effective demos can lead to conversion. Creating these different types of content is an important part of your SEO strategy.
Use third-party sites and influencers
To perfect your SEO, you will need to work beyond your own site. Backlinks, those links from third party sites to your website, are equally important. For a good netlinking strategy, select credible third-party profiles. With quality links, you will be able to reassure customers in the professional sphere and strengthen your position as an expert.
In the same vein, B2B influencers are now opinion leaders that should not be underestimated. Micro-influencers with engaged communities are qualitative choices to generate leads in a relevant way. Their presence on Twitter, LinkedIn or through followed blogs will bring you visibility and credibility to improve your SEO.
In a context where online research is the basis of any purchasing process on the Internet, organic SEO is an essential part of the marketing strategy of companies. In order to boost their B2B lead generation, companies rely heavily on the results brought by search engines. To attract prospects, optimize the user experience and increase your traffic, it is now more essential than ever to follow the developments in organic SEO and to meet the needs of your audience.
Do you find some of the concepts covered in this guide difficult to master? Do you want to leverage your SEO to attract more qualified B2B leads to your products or services?
Our SEO expertise will help you optimize your permanent and organic search engine rankings while improving your web presence.
