A recent survey found that SEO and organic traffic have generated more leads for 61% of B2B marketers than any other marketing activity. On the other side of the counter, 67% of B2B buyers’ journeys happen online – via internet searches and vendor websites. What these figures show is that whether someone is in the market for new payroll software or a new marketing agency, they usually begin by looking things up on the internet.
For those in the B2B domain, this means you should be investing in long-term organic traffic sooner rather than later. This is where search engine optimization, or SEO, comes into the picture. SEO is the process by which you improve the quality of your website and content to enable it to rank higher on search engine results pages. As the figures quoted above reveal, that is something that can make or break a B2B business.
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Why do B2B Companies Need to Invest in a Long-Term SEO Strategy?
An SEO strategy is a marketing plan designed to get more visitors to your website through organic search results and convert those visitors into customers.
Because market conditions and customer preferences are always shifting, a long-term SEO strategy needs to be flexible enough to adapt to these changes. Like any worthwhile investment, your SEO strategy may not bring overnight results but can deliver consistent results over months and years.
Read also: How to Hire a B2B SEO Agency
Here’s how an effective SEO strategy can impact your B2B business:
Increase High-Value Conversions
For B2B companies, SEO is more than just about driving organic traffic to their websites. Research shows that the average B2B buyer is already 50% to 90% of the way into their decision-making process before ever contacting a sales team.
Your B2B SEO strategy must therefore be primed to rank your website high on various search results. Using high-value keywords and targeting niche audiences will allow you to focus on the right sales traffic and interact with prospective customers at every step of their journey. This will help you develop more leads, boost conversions, and drive sales and revenue figures.
Get Noticed by Potential Clients
The B2B sales process is longer and more complex than ever before. That’s partly because several decision-makers are involved in the process, and partly due to higher competition in saturated markets. B2B buyers conduct in-depth research and comparisons with competitor products before making a purchase decision.
An SEO strategy focusing on the evaluation stage of the buying cycle – one that makes it easier for buyers to appraise competing products – will therefore help gather more eyeballs from potential clients. An effective, long-term SEO strategy dedicated to building your online presence is crucial because that’s how most B2B buyers will learn about your business.
Build Brand Awareness, Recognition, and Credibility
High-quality content designed to improve the user experience of your core audience is key to building better brand awareness. An SEO campaign that prioritizes content marketing and link-building strategies can boost your ranking in search engine results and improve your brand recognition and credibility.
Creating high-value content that users would want to share, guest posts on industry-relevant websites, and a social media voice that gives your brand the right buzz are all tactics you can use to improve your online presence and reputation. These efforts can help build trust for your products and services with potential customers and attract quality leads.
Target the Right Clients
The target audience in B2B usually isn’t a broad demography but rather a narrow group of executives or entrepreneurs who are decision-makers for their organizations. In terms of SEO, that translates to a huge difference with the business-to-consumer (B2C) model.
Instead of going after hundreds or thousands of broader keywords, a successful B2B SEO strategy might focus on just a handful of relevant search phrases.
Partner With the Experts to Implement Effective SEO for Your B2B Business
Need help planning and executing an SEO strategy that is tailor-made for your B2B business? Partner with Auq.io to improve your brand’s search rankings and online presence. We’ll help maximize your ROI by driving core audiences to your website and growing leads, conversions, and sales.