Search engine optimization: SEO in B2B

Unlike companies whose focus is on end customers (B2C), Business to Business (B2B) concepts to other companies. Here, buying decisions in the customer journey are often much longer and there are multiple decision makers. This also has an impact on search engine marketing as well as the associated search engine optimization in B2B. But what is important to pay attention to in business-to-business SEO optimization and what practical tips are particularly helpful in the implementation? We have compiled the most important key points for you.

What are the special features of B2B SEO optimization?

Online marketing in the B2B sector must be designed for the long term and requires a strategic orientation as well as the appropriate operational measures. The definition of the target group plays a key role here.

In addition, it is important to note that keywords in B2B Search engine marketing often have a low search volume and higher cost-per-click (CPC) must be factored in.

Equally crucial is the tailored content in search engine advertising, which is not aimed at the masses but at decision-makers in companies, should be less emotional and instead formal with added value.

How to reach your target group via B2B SEO

Tip 1: Work strategically!

Online Marketing Strategies in B2B are not designed to be short-term. Rather, they aim for a stable, long-term search engine ranking.

For this purpose, a long-term concept is suitable that B2B Online marketing strategies are recorded and strategic steps as well as operative measures are mapped and regularly checked for their effectiveness.

In addition to analysis and strategy, this also includes regular controlling that ensures seamless monitoring of search engine optimization.

Tip 2: Define your target customers!

In B2B companies do not address the broad masses, but rather a selected target group of decision-makers in companies. In this context, a so-called buyer persona is used to create a sample customer. This helps you think like your ideal customers, analyze their problems and provide suitable offers.

Tip 3: Focus on specific keyword research for buyers!

Companies can map the customer journey using a so-called sales funnel. Here, the edge of the funnel represents potential customers who might be interested in your products and services for various reasons or problems, and the bottom of the sales funnel represents customers who are actually already considering a purchase decision.

Start with the "bottom of the funnel" keyword research. This involves filtering out all the specific keywords that customers who are close to closing a sale are searching for.

Especially in B2B niches, it is important for Google search engine ranking to find all keywords that allow increased visibility of one's offer.

Tip 4: Do keyword research for search queries!

Link the "bottom of the funnel" keyword research in B2B. SEO, which is often characterized by low search volume and high cost per click, with "top of the funnel" keyword research.

These are keywords that potential customers search for when looking for a solution to a specific problem. These are not aimed at making an immediate sale, but are used to gather information from the customer.

With the right online marketing, you can reach your target group much earlier and systematically accompany them on their way through the sales funnel to the conclusion of the sale.

Tip 5: Create content with real added value!

The best keyword research is of little use if you do not put your selected keywords into the appropriate context. The basis for a good search engine ranking is customized content that is geared to the needs of the target group at the respective stage of the customer journey.

Focus on unique content by placing keywords wisely without keyword stuffing. Make sure that your content offers a high level of information and service.

Tip 6: Build a backlink structure!

External links, so-called backlinks, serve as virtual recommendations that enhance your content from a search engine optimization perspective. Avoid link exchange actions or other dubious backlink sources.

Better create content that is highly relevant to your target audience such as info-graphics, whitepapers and other information. This way, you not only generate topic-relevant backlinks, you also do brand building and strengthen your brand in B2B Segment.

Conclusion: Establish B2B online marketing strategies.

Develop in B2B a strategic search engine marketing that ensures search engine optimization based on precise target group analysis, two-stage keyword research, unique content and smart backlinks. Let the team of our agency for online marketing Munich support you. We help you to optimize search engines in B2B to be implemented in the long term and sustainably.