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SEO in B2B Marketing

What is the Role of SEO in B2B Marketing?

Did you know that 61% of B2B decision-makers start the decision-making process with a web search? (Demand Gen Report).

The internet is an ocean of viable options for your desired results. The Google search engine itself delivers millions of results in less than half a second on average. But when was the last time you clicked on the second page of your search results?

According to research conducted in 2014 by Advanced Web Rankings, 67% of searchers don’t go beyond the first five rankings on page 1 of a search engine results page.

So how does your business-to-business enterprise stand out amid a breakneck race for the first position? The answer lies in an impeccable SEO strategy.

What is SEO?

SEO stands for “Search Engine Optimization.” In simple terms, it means the process of improving your site to increase its visibility when potential customers search for related products or services on a search engine. 

Improved visibility leads to higher traffic, increased inquiries, and by consequence, more opportunities for quality lead generation.

Types of SEO

Search engine optimization is a vast field wherein the methodology changes with the whims of the consumer. However, three solid types of optimization can be carried out while making a page ‘SEO-friendly.’

  • On-page: On-page optimization includes updating your web pages with ranking keywords to rank higher on the search engine results page. It is usually optimized through better web content & source code implementation.
  • Off-page: Off-page optimization is the activities that happen outside your website. It includes using backlinks, social media marketing, and local SEO.
  • Technical: Technical SEO is all about working out the kinks in the system to offer a smoother user experience. It includes increasing the loading speed, using sitemaps, developing a user-friendly navigation system, etc.

The prime objective of SEO is to make your website accessible to your desired target audience. Unlike a B2C company, SEO is the primary customer acquisition channel for B2B enterprises. However, SEO plays more complex roles as well. Let us look at the different roles that Search Engine Optimization plays in the B2B Industry.

  1. Increases Traffic

According to a marketing survey done by BrightEdge, nearly 53.3% of all website traffic comes from organic search.

Users are more likely to click on the top few results on the search engine results page (SERP). Search engines employ sophisticated algorithms to drive traffic & rankings according to content relatability, keyword optimization, page loading time, backlinks, and overall user experience. 

A good rule of thumb to practice is to produce high-quality content regularly. On-page content that impacts the target audience will likely retain more readers. For B2B companies in India, Thought Leadership is an excellent type of cornerstone content marketing to demonstrate industry expertise.

The use of blogging, guest posting, LinkedIn marketing, podcast features, and webinars accelerate the ranks substantially. 

Additionally, maximizing ease of website navigation through HTML source code optimization, faster loading, and an intuitive user interface is part of a robust SEO strategy that drives more traffic.

  1. Builds Brand Awareness

Brand awareness is defined as a measure of the extent to which potential customers recognize a brand or product. A strong brand identity helps build lasting relationships between consumers and businesses, offering multiple benefits for both parties. 

By increasing brand awareness across the channels, business owners can maximize returns on their marketing investment.

B2B growth companies can use SEO to optimize and regularize experiences for their audience. Relatability is the most innate value in a brand’s personality. Optimizing web pages that highlight the core values, mission & vision of the company can build resonance with potential customers. 

Most well-known brands tend to attract more clicks in the search results. A good organic CTR is a positive sign for Google’s algorithm, which favors the page rankings.

  1. Generates Inbound leads & converts sales

Unlike the B2C ecosystem, the B2B sales funnel is complex. Fortunately, complexity does not necessarily mean a bad thing. An intelligent SEO strategy sees the extra time spent by the customer in purchasing as an opportunity to drive leads at every stage.

According to research by CEB, 77% of B2B purchasers say they won’t even speak to a salesperson until they’ve done their research.

Usually, this research is done organically; wherein even a slow page can count as a loss of potential sale. In an atmosphere where search algorithms are fluid and ever-changing, an SEO strategy is only sound when dynamic. However, when high-quality content such as blogs is optimized with effective keywords, the leads can significantly rise.

Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog. (DemandMetric)

What difference does a B2B Digital Marketing Agency make?

Optimizing your website from a Search Engine perspective is a complicated process. Often there is a need to revamp pages, revise content, update ranked long-tailed & short-tail keywords, and much more. 

Partnering with a B2B Digital Marketing Agency that specializes in delivering tangible results through a comprehensive SEO strategy can boost the growth of your B2B company.

Interested to see your business soar to the top of the Search Engine Results Page?

The 4P Solutions is a leading B2B Digital Marketing Company in Mumbai that accelerates your journey towards higher visibility and, in turn, a higher conversion rate.
Call us on 93262 19501 today for more information.