How to Develop a B2B SEO Strategy to Beat the Competition
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With a little patience, some common sense and smart research, you can make significant gains in monthly revenue and Google rankings.
It can be difficult to understand what makes a B2B SEO strategy so valuable until you have experienced the positive effects that a properly optimized website can provide or have seen your monthly and yearly revenue increase based on effective SEO efforts.
In this article, Coalition Technologies CEO Joel Gross will walk you through a straightforward way to achieve your business goals: developing a B2B SEO strategy.
What is involved in developing a search engine strategy from scratch?
How do you identify which keywords are the right ones to target for your specific audience? And critically, what questions should you ask to ensure you get the most from your online presence?
That is a lot to think about. However, if you empathize with what your audience is looking for, use some common sense and do a little research, developing a successful SEO strategy becomes more manageable.
In this guide, we'll discuss the following to help you better understand how valuable B2B SEO is for your e-commerce business:
How to guard your secret sauce (aka how to overcome your fear of online selling)
The difference between B2C and B2B SEO
Guarding Your Online Business
The fear or suspicion of taking a B2B or any other kind of business online after it has been very successful offline is a major stumbling block for many business people.
That is very understandable.
If you own a product that works well and has been producing profit for years, taking it online could leave you wondering what will prevent your competitors from finding your secret sauce and stealing it left and right.
There are a couple of ways you can rationalize an online approach.
First of all, recognize that you are the one who has authority over your service or product. For example, if you make car wax, then you have the upper hand already for taking it to the online market, even though you might have a lower domain authority (how high you rank in the search engines). Any competitor who attempts to steal your idea will be back to square one.
Secondly, some business owners are concerned that competitors will try to undercut their prices. That is a fair point, but if you set the pace (as mentioned in the previous point), then that is already less of a concern. With platforms such as BigCommerce, you have the ability to hide prices until customers are signed into your website. This is a standard practice for B2B e-commerce companies, and it will help to keep your competition at bay.
The third and most important way of overcoming your fear of transitioning online is to think about the issue from the point of view of customers.
The customer has a problem, and you can provide the solution to this problem. Problems are solved by modern humanity through using the internet — the search engines, specifically. Therefore, you need to have a strong online presence in order to reach your audience. That includes having lead generation, marketing strategies and conversion strategies.
Coalition Technologies, a Houston-based SEO consultant firm, has helped about 800 clients get their businesses online and developed a tailored SEO strategy to increase their revenue.
Our team at Coalition is currently in the process of publishing client case studies online. Will that give our competitors the ability to figure out what we did, how we did it and for who? Most likely, but we can count on the fact that clients and prospects will see the results and either stay with us or decide to work with us for the first time.
Take Coca-Cola for example. All of the knock-off cola brands are in the shadows of the original Coca-Cola. They may cost less, but Coke has led the way for about 125 years now due to the fact that they are the real deal, whether you like them or not.
The same is true for your business.
What is the difference between B2C and B2B SEO?
Now that we have cleared things up a bit, there is another important question that needs to be addressed: In terms of SEO (and specifically, the type of language used on your company website), is there a big difference between a B2C and B2B e-commerce store?
Yes and no.
The answer is no in terms of how your return is measured — metrics, data, analytics. These are the same.
Where the two differ when it comes to your SEO strategy becomes clear once you start thinking about who your audience really is.
Business-to-consumer brands speak directly to consumers, to those people who might or might not have expert knowledge of the products you sell. For those individuals, the language on your website will most likely be softer, less technical and more general. The goal is making the prospective customer feel comfortable and welcome. They should be spoken to in a gentle way that still moves them towards a purchase.
A B2B audience, unlike a consumer audience, will most likely be more educated on your service or product specifics. They are searching for specific features and want to know more about your deep knowledge of the specific subject; they are interested in who you have worked with previously.
It cannot be stressed enough how important is to understand who your audience is. It is critical for developing a successful B2B SEO strategy.
In conclusion, transitioning your B2B company online is a move that will benefit your company for the better. Through digital commerce you can connect with your customers, understand them and build loyalty. It all starts with a successful SEO strategy.
About the Author
Grace Lee has been practicing in the field of digital marketing for several years now. She has already brought numerous sites in search engines' first pages in search results. In her spare time, she loves listening to podcasts about Google algorithm updates and other matters related to SEO.