SEO. Such a small word that packs such a punch, especially in the world of B2B. Entire internal teams and B2B SEO agencies dedicate hours on end to this practice.
This makes sense if you understand what SEO truly is.
SEO, at a basic level, is a long-term marketing strategy employed to improve a website’s visibility and organic search results in Google and other global search engines (Google usually is the focus, though.)
The goal is to drive more traffic to your website from organic or unpaid, search results. When executed correctly, SEO can be a powerful tool to grow your business.
Many B2B companies have done it before and continue to do so. According to HubSpot, 61% of B2B marketers say SEO and organic traffic is their top inbound marketing priority.
When you think about SEO strategy, inevitably the core is built around trying to rank for Google. Google is the number one search engine by a wide margin and is continually revising and updating its algorithms with core updates several times per year.
What makes Google SEO difficult is that the company does not divulge how its search algorithms work or what changes are made in their updates. They typically will provide vague guidance and an entire search consultant industry has emerged that tries to understand what the algorithms rank and what may be contained in the updates.
These consultants have identified over 200 confirmed and speculated factors Google considers as it ranks websites in search engine results pages (SERP).
This article by Backlino organizes these factors into 8 categories for your convenience.
- Domain Factors
- Page-Level Factors
- Backlink Factors
- User Interaction
- Special Google Algorithm Rules
- Brand Signals
- On-Site Webspam Factors
- Off-Site Webspam Factors
While every one of the over 200 ranking factors must be considered individually, most are interconnected with one another and can shift in importance.
More importantly, the ranking factors do not have an equal effect on SEO and are weighted. This allows you to prioritize your SEO improvements.
It is also vital to consider that if you get SEO wrong or run afoul of Google’s stated guidelines, you could incur penalties that restrict your site from being found.
Another reality to consider is that all your B2B competitors are also leveraging SEO and trying to hit the same, if not very similar, ranking goals as you.
Bottom line: SEO gets very complicated very fast. You need training, expertise, and staff to take advantage of its advantages.
Take a breath. The good news here is that you don’t need to do this on your own.
A partnership with an experienced B2B SEO agency can be the key to leveraging SEO opportunities and benefits.
How can an agency help you besides just “doing SEO”?
It all goes back to why SEO is so important in the first place.
What SEO can do for your B2B Company
Here’s why the right B2B SEO agency will work so hard on getting you to rank well.
SEO and Organic Search is Most Often the Primary Source of Website Traffic:
Organic search should be the primary focus of your B2B company’s SEO strategy. Why?
Because it is the most often the primary source of website traffic.
Your potential customers are searching for information about your products or services on search engines i.e., Google. If you’re not appearing in those search results, you’re missing out on valuable leads.
There’s a big difference between page 1 of results and page 15.
Here’s a stat to consider.
According to highervisibility, the first result on a Google SERP has a 28.5% click-through rate. By the time you get to the 10th result, the CTR has fallen to 2.5%.
In other words, once you take away Pay-Per-Click (or PPC) Marketing, only 8.5 percent of web traffic makes it past the first results page. When broken down further, 91.5 percent of users click on a first-page link and go no further.
Your visibility to your target customers will be nonexistent without SEO.
SEO Builds Trust & Expertise:
By appearing in the top search results for your target keywords, you can build trust and credibility with potential customers. If they see that you’re a reputable source of information on the topics they’re interested in, they’re more likely to do business with you.
Market and audience research is a massive part of SEO.
The by-product of this research is opportunities for thought leadership and education. Once you know what your audience is interested in, you can utilize content, social media, and accounts-based marketing to provide even more value and establish further expertise. All of these elements are very important to B2B buyers.
SEO Means a Better User Experience and Better Content
SEO is not just about getting more traffic to your website – it’s also about improving the user experience for those who do visit your site. You can do this through web design and content.
Many visitors will click away without a helpful and positive visual experience, and your site performance will suffer. Google will see this mass exodus from your page and drop you even lower in search results.
Content is also an important piece to the SEO puzzle– it helps search engines understand what your website is about and how it can be useful to users.
When you provide high-quality, relevant content on your website, search engines are more likely to rank it higher in their search results. This means that more people are likely to see your website when they search for keywords related to your business or website.
SEO is a Tool for Long-Term Growth:
SEO is an integral part of any long-term digital marketing strategy. It’s not a quick fix, but it can have a lasting impact on your business. By investing in SEO now, you can build a solid foundation for continued growth and success down the road. Once you have a strong SEO strategy, you can build so many other marketing functions off of the foundation you’ve made.
Why Partner with a B2B SEO agency?
The world of SEO is vast. You need the skills and knowledge to navigate it, or you will get lost. Most B2B businesses don’t possess this very niche expertise.
With this understanding of SEO in mind, here are four reasons your businesses should partner with a B2B SEO agency or invest in B2B SEO services.
1. B2B SEO Agencies have the expertise needed for success.
There’s really not a large margin for error here. You need the skills and knowledge to swim, or you will sink.
Most B2B businesses don’t possess this very niche expertise.
The intricacies of low-volume keywords, target audiences, marketing funnels, CPC, link building, and more is where these agencies thrive.
These outsourced agencies have a team of experienced SEO experts who know how to optimize website content, improve website ranking, and increase traffic.
With this expertise, your business will also be able to avoid costly mistakes that can range from keyword stuffing to not optimizing for mobile audiences.
Some of these missteps can cost your business a significant chunk of its budget and even incur a Google penalty that can last for months.
Minimize risk and maximize growth by leveraging a B2B SEO agency’s expertise.
2. B2B SEO Agencies know the latest and greatest technologies.
B2B SEO agencies are always on the cutting edge when it comes to the latest updates, algorithm changes, and SEO techniques. They have to be. No ranking or optimization happens without perpetual vigilance.
They can constantly be researching and testing new strategies. As a result, B2B SEO agencies are able to stay ahead of the curve and provide genuinely effective SEO.
In addition, B2B SEO agencies use advanced tools and technologies like Ahrefs, Google Search Console, and SpyFu to optimize and implement your strategies.
3. B2B SEO Agencies have the time and resources.
Planning, creating, and implementing a strategy is not a one-and-done deal. True growth from SEO comes from constant research and optimization. Finding the time to do this can be a challenge for anyone.
SEO also takes a very specific technology set that can be difficult to use and extract data from. Any agency worth its salt knows how to harvest, read, and plan based on the data.
4. B2B SEO Agencies can also integrate SEO with other marketing functions.
B2B SEO agencies are the true masterminds behind successful SEO campaigns. They possess an intimate knowledge of all the latest trends and tricks, from lazy loading images to finding bugs in Google Analytics.
But full-service agencies can take things one step further.
By aligning your SEO efforts with your other marketing goals, they can help B2B companies achieve true success.
If these agencies specialize in other areas of marketing, they can coordinate website redesign, branding, and PPC efforts for maximum results.
Ready to Partner with a full-service B2B SEO agency?
Hopefully, the discussion above helps orient your perspective on SEO and how an agency can help you achieve the best results. At the end of the day, SEO can be an excellent opportunity for your B2B business to grow, but it