B2B Seo Tactics - Alex MacLennnan

B2B SEO Strategy . . .Why you need to apply SEO tactics to your online content.

What is Search Engine Optimisation (SEO)
The process of increasing the visibility of web content in
the Search Engine (S.E) natural listings
40% of searches believe the companies with a high rank are the
best in their field
The ultimate goal of SEO is to generate a sale
The process involved in achieving this goal for B2B companies
differs from B2C
To be successful it’s important to understand these differences

B2C Sales Process Through SEO
Customer has a specific product / service in mind
Find a high ranking site in the S.E results
Navigate quickly from Landing page, through the sites
sales channel, to a checkout

Home Page
Product Page
Add to Cart
Checkout

B2B Sales Process Through SEO
Getting found is only the start
You are not looking to make an immediate sale
Goal of the customer is to initially research who will make
the consideration set
Your goal is to ensure your visibility at every point of this
research process

Common B2B SEO Objections
People can find us, just type our name into Google
2) I don’t care where we rank in the Search Engines
We don’t need to be there, we don’t sell anything through our website.
We already know who our customers are
Our customers already know who we are

Hours Spent Online
The majority of businesses spend over 4 hours a day online, so it is vital your
business is where your prospects are looking

S.E as 1 st Online Interaction Vs Purchase Time
It doesn’t matter how much or how long the purchase process is, the majority
of people are going to the S.E first

When S.E Use Occurs
Over 75% will either use the S.E to draw up a list of suppliers or compare to ones they already
know.
You need to be visible, by the time you realise you prospects are in the market, it could be too late

Section of Results Page 1 st Scanned
The majority of people look to the Organic listings, so although PPC will give
you a presence, it wont necessarily give you the business

Type of Results 1 st Clicked
Customers not only look to Organic first , they are also the first ones they
click on

B2B SEO Tactics & Strategies
When developing your SEO strategy there are 4 key areas
you need to focus your effort on
Audience – Who are you selling too?
Keywords – Are you being found by the right people
at the right time?
Content – What does your collateral say about you?
Community - Are people linking to you?

Engage With Your Audience
Your audience is not confined to 1 person
Your site needs to be able to engage different people
within different departments who require different
Information
You need to sell the solution not the aesthetic beauty of
your product

Engage With Your Audience
Your audience is not confined to 1 person
The Economic Buyer
The Technical Buyer
The User Buyer
The Coach Buyer
Your site needs to be able to engage different people
within different departments who require different
Information
You need to sell the solution not the aesthetic beauty of
your product

The Economic Buyer
Looking for information on price, maintenance costs etc
The Technical Buyer
Looking for information about maintenance, installation, parts etc
The User Buyer
Looking for information on what the product can do, what support is
available, why this is the best for them
The Coach Buyer
This is the Manager with influence so need information to stress how
indispensible your product is to their company

Carefully Select Your Search Terms (S.T)
What am I talking about today?
B2B SEO?
B2B Search Engine Optimisation?
Business to Business SEO
BtoB SEO
BtoB Search Engine Optimisation
Consider the different influencers and the S.T they are
likely to use at each stage of the buying process

Don’t focus on the keywords that are important to you,
think about what your prospect will be using
Be aware that people search for solutions, problems and
fixes, not always products
Quantity isn’t necessarily king

Search Term Tips
If you run PPC campaigns use your Analytics to identify
the phases people are clicking through with (there’s an
AdWords report that will give you this information)
Review competitor content
Use Social Media monitoring tools to identify tags and
phrases
Speak to your clients, find out how they would describe
your business and offerings

Release All Your Content
Never before has web content needed to influence the S.E
and user in equal measure
You need to establish a confidence and your credentials
through copy and content
Needs to engage the audience at every level
Ensure all your content can be indexed by the S.E’s

Landing Pages
Each page of your site could be a possible entry point and
needs to be treated as such
Revisit your title tags to ensure they contain the relevant
Keywords and are matched by the on-page copy
Ensure Heading contain the keyword
Internal links directing the user to further content

Alternative Collateral
Video
Pdf’s
White Papers
Press Releases

Blogs
A blog serves as another touchpoint for your brand
Lets the customer hear what you think and see your
personality
Host on a separate platform
Make sure Blog Home page only contains an excerpt from
each post

Blended Search Results

Get Others to Link to You
Less linking opportunities than in b2c
Don’t be scared to share your knowledge
Invest in video and create collateral that solves a problem
Engage in forums
Blog about your niche and share news and link-worthy content
Submit articles to reputable Article Distribution sites

Take-Aways
B2B SEO needs a strategic role within any marketing plan
Ensure that you meet your prospects exactly when they are forming
the intent to buy and subsequently throughout each point of the buying cycle
The Key is a complete understanding of your customers, their needs and their
likely actions as they search for solutions
You need to create a “Culture of SEO” within each of your departments to
ensure all content is driving your online presence and business towards the
same goal
No matter how big or small your company, constant exposure on the S.E will
make you look like the industry leader

Thank You

B2B Seo Tactics - Alex MacLennnan

by InBlackandWhite on Sep 13, 2010

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B2B Seo Tactics - Alex MacLennnan Presentation Transcript