Understanding B2B SEO marketing fundamentals helps set you up for success. The keywords on your web content are vital in sending “signals” to search engines. This allows your content to rank higher on search pages making you visible to your target audience when they are looking for information. Here are a few important basics to implement for optimizing your B2B SEO marketing strategy.
Develop quality content with well-researched keywords
The backbone of any successful B2B SEO marketing strategy is compelling content. Keyword stuffing might have worked in the past, but with each update of the Google algorithm, it becomes more and more sophisticated and able to weed out low quality content. It is imperative that your content provides value.
You should aim to become a thought leader or authority in your field by educating your audience. Look into what questions are being asked in forums or social media and provide solutions to their challenges. Ask your sales team about questions they are encountering when engaging prospects. These resources can be a great starting point.
You should then do research on related keywords that you can include in your piece. Google has a free tool called the Google Keyword Planner that you can use for starters. But if you are really serious about ranking well, you can use more powerful tools such as Moz. Moz can also help you look into the keywords your competitors are using. If their website ranks well, it would be good to invest some time into understanding their keywords and the content the goes with them. Look for long tail keywords that may have less competition but can drive quality traffic to your website.
Include keywords in the meta title and description
Meta tags are part of the HTML code that includes information about a website. While this info is invisible to the viewer, search engines are able to read them to understand the relevance of your page to corresponding queries. This is why meta tags still play a vital role in your B2B SEO marketing strategy.
While this sounds a bit complicated, it shouldn’t be. If you are using website builders such as WordPress, it will include a section where you can conveniently put your keywords in the meta title and description.
Label images with your target keywords
According to studies, people are 80% more likely to read an article or blog and 65% more likely to remember information when it is paired with an image. Including images along with your content is not only important for aesthetic appeal, but it can also help you up your B2B SEO marketing game. Blogs that have images appropriately tagged signals to search engines what the picture is about thereby performing better in searches.
Create SEO-friendly URLs
It is easy to overlook URLs, but these are a key part of your B2B SEO marketing. A well written URL should include information about your content as well as keywords. This makes it easier for your target audience to trust your link. Using random letters or numbers also makes your URL look suspicious to search engines and lower your Search Engine Results Pages or SERP ranking. SERPs are essentially what search engines display in response to a user’s query. So, don’t forget to incorporate your keywords in your URLs as part of your SEO best practices.
Share your content on social media
While social media does not directly co-relate with your SEO B2B marketing, social platforms do help improve your SEO ranking. Social media increases your brand exposure and extends your reach. When more people engage with your content on these channels, it tells Google and other search engines that your posts are valuable to your target market.
Because social media provides a more personal experience, you can build a stronger community that can become brand advocates. This increases your chances of generating backlinks and mentions on other people’s content which further improves your B2B SEO marketing. I would recommend focusing on Linkedin for B2B. LinkedIn is the content marketing hub of 94% of B2B marketers and almost 90% of marketers are using the platform for lead generation.
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