B2B SEO

 

SEO is an effective online marketing strategy for any type of business. Even big corporations and well-known brands use SEO to reach their target consumers.  However, the level of SEO complexity does not correlate to the size of the company who the market is. There is a big difference between B2C SEO and B2B SEO, the latter being the more complex of the two.

SEO is much more complicated when you are trying to promote a B2B or a service company.  Basic SEO requires a certain degree of balance between creativity, and technical savvy.  But when you are using SEO to effectively market a business service, you will have to add in the right amount of business psychology and a flair for intelligent communication.

This is because with B2B SEO, copy writers are trying to connect with a group of people with a certain kind of mindset, whose decisions are never based on impulse but on careful study and evaluation.  It is one thing to try and spark interest for the manager and quite another if you are targeting the purchaser.  It is the SEO’s job to influence both, as well as everyone within the organization whose opinion matter when it comes to the business’ purchasing decision.  Complicated as this may seem, it can be done but it is only half the job. 

The other side of the SEO for B2B/business service is dealing with the technicalities and the complicated algorithms of search engines.  The recent developments in the world or search engine algorithms are content share-ability and like-ability.  A website’s copy should be interesting enough that netizens are compelled to take action and like and even share the link/website. Search engines perceive these actions as added points in the relevance meter relating to certain keywords being searched. 

Now here lies the difficulty, the most “liked”, “shared” and “tweeted” sites are usually related to fashion and entertainment.  Sites or content that relate to business such as taxes, accounting, marketing usually do not have the right elements that is social media users are eager to share. 

The idea is to write a copy, create a slide, video or infographics that are clever enough or valuable enough to be passed along the social mediadom. It should also be adequately compelling to be noticed by the target audience – the business decision makers – and effectively convert them from visitors to clients. 

It’s a tough job but it is not impossible.  What you need is an SEO team who understands the dynamics of the whole process – who is mindful of the ultimate objective and has the means and expertise to achieve those objectives.