b2b seo considerations

B2B SEO Considerations

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

A quick bit about me:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

• Been in SEO and online marketing for 10 years

• Have worked with many brands across B2B and B2C

• Recently launched my own consulting business

• Love motorbikes!

B2B requires a different approach:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

Althoughthefundamentalsremainthesame,therearesomebigdifferencesthatneedtobe

considered

1. Understand the Complete Funnel

Understand where you can have the biggest impact:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk Imagesource:McKinsey&Company

“Today'sbusinessbuyersdonotcontactsuppliersdirectlyuntil57percentofthepurchaseprocessiscomplete”–thinkwithGoogle

Decision making can be far more complex than B2C:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

Complexity that must be considered:

• Different parties involved in a decision• Level of influence by each party involved• Strategic needs of target businesses• How to measure through each stage of the funnel

2. Segment Your Research

jon@overdrivedigital.co.uk | overdrivedigital.co.uk Imagesource:McKinsey&Company

Longtail +Social

ProblemSolving HeadTerms&CaseStudies SalesMaterials Remarketing

Opportunities

Identify how keyword behavior might change throughout the buying process:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

SEMrushKeywordMagictoolisagreatwayto

reviewpotentialmodifiers

Find what content your target market might consume:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

LinkedInmakesagreatB2Bresearch

tool

Find what content your target market might consume:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

YouTubeisgreatfortopoffunnelideas:

3. Research your Competitors

Shopify are an excellent example of great B2B content marketing:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

Understandwhatyourcustomer’sneedsare–thenbuildcontenttoservethatpurpose!

Find out where your competitors are having success:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

SEMrushOrganicResearch

report– matchkeyword

researchwithexistingcontent

Export and pivot the data for added insight:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

0 2000000 4000000 6000000 8000000 10000000 12000000

https://www.shopify.com/pinteresthttps://www.shopify.com/blog/7412852-10-must-know-image-optimization-tips

https://www.shopify.com/plus/customers/la-lakershttps://www.shopify.com/blog/14681601-google-analytics-for-ecommerce-a-beginners-guide

https://www.shopify.com/messengerhttps://www.shopify.com/buy-button/weebly

https://www.shopify.com/buy-button/wixhttps://www.shopify.com/quickbooks

https://www.shopify.com/dhgatehttps://www.shopify.com/tools/logo-maker

https://www.shopify.com/tools/business-name-generatorhttps://www.shopify.com/

https://www.shopify.com/loginhttps://www.shopify.com/apple-pay

https://www.shopify.com/retail/119535811-the-apple-store-guide-to-insanely-great-customer-…https://www.shopify.com/pos/qr-code-generator

https://www.shopify.com/pos/invoice-generator/templatehttps://www.shopify.com/tools/mockup-templates/t-shirt

https://www.shopify.com/blog/17156388-22-awesome-websites-with-stunning-free-stock-imageshttps://www.shopify.com/tools/pay-stub-generator

Read: https://builtvisible.com/competitive-intelligence-driven-keyword-research-for-online-retail/

4. Tracking Leads

Brush up on Google Tag Manager:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

View:https://www.youtube.com/watch?v=iknwOXX7jAs View:https://www.youtube.com/watch?v=lDMlw8CLgvA

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

TagManagermakesiteasytopulldatasuchaswhatfieldspeople

complete

When assigning value, consider lifetime value:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

Read:http://www.kaushik.net/avinash/analytics-tip-calculate-ltv-customer-lifetime-value/

B2B buyers rarely buy once.

Don’t sell yourself short, measure LTV!

5. Measure Genuine Value

You could be doing this to the sales team:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

Your conversion numbers might look

great but…

How to track leads to sale:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

Investigate tools to track actual sales.

Other KPIs might include:

• Pipeline Value• Lead to Proposal Rate

• Value of Converted Leads

Key Takeaways

Key Takeaways:

jon@overdrivedigital.co.uk | overdrivedigital.co.uk

• Build a full understanding of how your potential customers research is key• Understand the strategic needs and challenges of your client / business• Figure out how to track activity at each stage• Measure genuine value

Thank you!@jonquinton1

jon@overdrivedigital.co.uk | overdrivedigital.co.uk