What activities should you focus on?
With this in mind, here are four things that your SEO strategy should address:
Demonstrate Thought Leadership
B2B buyers want to know that they’re buying from the company that is the best for their needs and that it can offer the right solution before they even get in touch.
You need to be able to demonstrate your expertise. You can do this with thought leadership. Thought leadership is a type of content marketing where you tap into the talent, expertise, and passion in your business to answer the questions that your target audience might have.
There are lots of ways to position yourself as an expert in the field, including:
- Guest posting
- LinkedIn marketing
- Podcast appearances
- Video marketing
- Webinars or speaking at conferences
Create Landing Pages For Each Of Your Services
Each of the services that you offer should have its own SEO-optimised landing page. These pages should contain some in-depth information about the service to help your potential customers make a decision, find your services, and see your expertise. For example, if you’re an accountant, you should create separate pages for each of your services, such as accounting services and payroll services.
EAT stands for expertise, authoritativeness, and trustworthiness. These are elements that Google expects to see demonstrated in your content to show your potential customers that you have the credentials to be able to solve their problems.
Expertise focuses on the level of knowledge the writer or author of your content has. Are you an expert in your subject? An expert opinion, or a dedicated expert writer who is responsible for your content can help you to satisfy this criteria.
Authoritativeness focuses on the authority of your website’s content and the strength of your domain. You can build authoritativeness by building quality links by contributing to leading industry publications, quality blogs and news sources. The aim is to gain exposure for your brand, generating links back to your site as a by product.
Trustworthiness also refers to the creator of the website or web page content. Becoming a trustworth expert in your chosen field means that the content is more accurate and honest and much less likely to be spun or falsified. This improves the appeal of your content from a search engine perspective. You can read more about EAT here.
Think Quality Over Quantity
In comparison to B2C, there are usually few searches made for B2B services and companies. However, this doesn’t mean that it’s not worth targeting these phrases, as these searches tend to be of higher quality. Try not to get distracted by concentrating on the search terms that have the most searches per month. Instead, you should be focusing on more niche terms that are the most relevant to your business. Concentrate on quality leads, rather than quantity.
Focus On Consistency
The reality of SEO is that once you have your strategy well underway, you will need to enter a phase where you continually work on optimising your content for SEO and work on your link building to improve all of these factors.
Make sure you continue to look for different ways to improve all of the content that you create for your site. Keep looking for opportunities to earn authority links from quality sources. If you can do this, you can expect to see the organic visibility of your site, and your site’s traffic increase.
While you’re working on this, you must remember to concentrate on your audience. Focus on what they need and the problems that they are looking to solve. With this focus, you can position your business as a solution to their problems.
If you’re looking for more information or want to know how SEO can fit within your B2B marketing strategy, get in contact with the B2B marketing agency staff at Tiga today.
This post was written by:
Steve is co-owner of Tiga Creative Marketing
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