Working with search engine optimization in the B2B realm
Why B2B Companies should work with SEO
Today organic search is a huge part of the modern day B2B customer journey and usually begins with a generic search online. Missed ranking opportunities often translate directly to lost leads and sales. This is why it’s important for B2B companies to work with SEO, it can change the way you market your products and services and help you gain an edge over the competition.
SEO Highlights in Parttrap® ONE
- Crawler/Bot Accessible
- Add long-tail and short-tail keywords
- Alt-tag images
- Meta title and Meta description
- SEO friendly URL structure
- Connect to your google analytics and google tag manager
- Set up landing pages for campaigns & include opt-in forms
- Responsive design
In Parttrap ONE you can work with the SEO strategy you have chosen. Whether it’s with a SEO company, internally or with Parttraps SEO specialists, you can SEO optimize your website and improve your presence and position in search engine results. Here are some of the key features and tips for working with SEO that are fully supported in the platform:
Researching which keywords to use and implement is key! Understand your audience and tailor your keywords to that audience. B2B buyers are usually not searching for a company but rather a specific pain point, a solution or a product. The B2B space is smaller than B2C, this means that your SEO strategy needs to account for high-value, low-volume keywords, casting your net too wide won’t make your site rank higher and might not attract valuable leads.
Meta titles and Meta descriptions
Working with and optimizing meta titles and descriptions is important as it let’s the user know what your page is about when it shows up in the search engine list, this will increase the likelihood that the user will visit your page and in return rank your page higher. The meta description should weave in your main keywords and be written in a way that is engaging, compelling and relevant to the content on your site.
SEO friendly URL:s
Along with your title tag, meta descriptions, keywords and the content itself, search engines use your webpage’s URL to understand what your content is all about. A basic tip for working with url:s in your site is that the user should understand what your page is about by just reading the url. All pages in your site have a specific purpose, the url should include one or two keywords that are most relevant to the specific page. Keep it simple, short and readable.
Responsive web design
We live in a mobile-first era where the mobile platform has overtaken desktops as the first choice of device for web browsing, even when it comes to the B2B-realm. This means that your website needs to look and work great on these devices for users to want to visit, and more importantly, spend time on them. Search engines use time spent by a user on a page to determine a site’s or page’s quality or value. A responsive mobile web design will lead to a better user experience and will most likely result in the user spending more time on your page and site, therefore ranking it higher. Responsive sites also usually load faster which also leads to a superior user experience.
A B2B blog is a powerful tool for a business. By posting helpful quality content that your target audience will find valuable you can connect with and engage them. It’s also very beneficial when it comes to SEO and building your brand reputation. The more content that you have on your website and blog for search engines to index, the higher your chances are of showing up on the results page when someone types in a relevant keyword or phrase. Your B2B blog posts should always backlink to your site, as backlinks also makes your pages rank higher in search engines.
Google analytics & Google tag manager
Google analytics is a powerful tool to use to understand how your website is being used and by whom. In Parttrap ONE you simply paste in your google analytics ID and start tracking! In Google analytics you will be provided with valuable data such as HOW a user ended up on your site (For example: organic search, direct, link from social media or link from other site a.s.o). It will also provide you with data on their BEHAVIOUR when they are visiting your website (For example: which pages they visit, first page most visited, how long they are on a page, what pages they click through a.s.o). This data can be used as a guideline for you to tweak your website structure, pages and content, it’s all about learning by doing and seeing what works for your website.
Embedding videos to your site is a great way to increase traffic since they are more likely to appear on the first page of a search engine than a plain-text web page.