B2B SEO: Increase Traffic & Leads in 2020

B2B SEO
INCREASE TRAFFIC & LEADS IN 2020
Starting Soon…

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CatalystDigital.Com
YOUR SPEAKERS
MODERATOR SPEAKERS
Meghan Lavin
Partner, Director of Marketing
Catalyst
Paul Shapiro
Senior Partner, Head of SEO
Catalyst
May McCarthy
Manager, Organic Search
Catalyst

CatalystDigital.Com
Organic Search | Paid Search | Paid Social Advertising
Ecommerce Marketing & Amazon Advertising | eShelf
WHAT WE DO
Business Results.
Powered by Advanced Marketing Strategy.

B2B SEO
INCREASE TRAFFIC & LEADS IN 2020

of B2B businesses say SEO has the
biggest impact on lead generation
goals
https://www.thinkwithgoogle.com/marketing-resources/b2b-digital-evolution/
https://www.slideshare.net/NewsCred/50-best-stats-presentation
57%

71%of B2B researchers start
with generic search terms
https://www.thinkwithgoogle.com/consumer-insights/the-changing-face-b2b-marketing/

www.CatalystDigital.com
AGENDA
• THE B2B AUDIENCE
• CONTENT SEO & MORE
• Keywords
• Content
• Search Engine Results & Rankings
• Structured Data
• TECHNICAL SEO
• Site Architecture
• Controlling Crawling & Crawl Budget
• Mobile, SSL & Structured Data
• JavaScript
• Internationalization
• Web Performance

WHEN I DEVELOP A SEO STRATEGY, I ASK MYSELF THESE QUESTIONS…
WHY does this website exists?
WHO is the audience?
WHAT are the business/website goals
and objectives?

WHAT DOES THE B2B AUDIENCE LOOK LIKE…
• Want to be educated about a product or service
• Making a purchase on behalf of, or for, their
organization
• Looking for long-term solutions to meet business
goals, resulting in longer sales cycles, longer
contracts & longer partnerships

B2B PURCHASE FUNNEL
Awareness
Consideration
• Videos
• Blog Posts
• White Papers
• Webinars
• Case Studies
• Industry Reports
• Demos
• Testimonials
• Product/Pricing Pages
Decision

CONTENT
• Create a good content strategy that provides the
best value for your target audience while keeping
your business and website goals in mind.
• Leverage a variety of media such as video, audio,
images and others to keep visitors engaged.
• Make sure content is optimized for conversions
with CTAs:
• Demo Request Forms
• Contact Pages
• Case Study Downloads

LEVERAGE A VARIETY OF MEDIA TO KEEP VISITORS ENGAGED

OPTIMIZE CONTENT FOR CONVERSIONS WITH CTAS
Demo Request Forms Case Study Downloads Contact Forms

RELEVANT KEYWORD TOPICS
Google looks at the search query context & analyzes the possible search intent to deliver results.

SEARCH ENGINE RESULTS AND RANKINGS
Move away from focusing solely on organic listings and shift focus on optimizing other search result
elements like quick-answers, position zero, image, videos, etc.

SEARCH ENGINE RESULTS AND RANKINGS EXAMPLE

LEVERAGE STRUCTURED DATA
Google continuously updates their guidelines, adding support for new structured data, like FAQ, Fact Check, etc.

Content most distinguishes B2B from B2C in SEO,
but as with all websites…

Getting technical SEO correct is absolutely necessary.
Getting technical wrong can prevent content from being seen.

SITE ARCHITECTURE
• The gist of the business should be discernable from the
homepage.
• Organize site navigation topically & logically
• Keep the most important links as close to level 1 as possible.
• Contextually link within body copy when possible.
• Consider search demand as well as business function when
designing site navigations.
• Avoid microsites and using subdomains if possible.

CONTROLLING CRAWLING, OPTIMIZE CRAWL BUDGET & CONSOLIDATE LINK SIGNALS
• Avoid linking to 404 and redirect pages.
• When consolidating pages, remember to 301 redirect.
• Always have a canonical tag to handle duplication effects of
URL parameters and forward-slashes.
• Remove thin, superfluous content without link signals, and
traffic.
• Control crawling with robots.txt.
• As whitepapers are a common B2B marketing tactic, consider
having the content represented in HTML as well, with a
canonical from the PDF via http header.https://medium.com/designer-recipes/how-to-make-a-custom-404-error-page-for-your-website-1af37a8b20d1

MOBILE, SSL, STRUCTURED DATA, ETC.
• Security is important as is trust, use SSL.
• The mobile-first index made the parity between your
mobile and desktop versions more important. Ensure
an optimal mobile experience and make sure that
important links are represented on your mobile
version.
• Utilize structured data to gain search snippets when
possible. They often improve CTR. Structured data
may also help Google better understand and interpret
your content, but it’s harder to measure.

JAVASCRIPT
Utilize dynamic rendering and SSR when
possible and always use <a href=“x”>
links when interlinking between pages

INTERNATIONALIZATION
• If you’re a global business, ensure that different
country versions are well organized. Try not to
automatically impose a language on users based
on location.
• Leverage hreflang (preferable in html header) to
help search engines make sense of different
language versions.

WEB PERFORMANCE
• Web performance has a direct and indirect
impact on rankings—as well as conversion.
Directly, it’s a small ranking factor with the
fastest and slowest websites impacted.
Indirectly, it may effect pogosticking behavior.
• Check benchmarks against other sites using
RUM data, such Google’s CrUX.
• Optimize critical rendering path, utilize tree
shaking, avoid making too many requests, etc.

SUMMARY
• Create a good content strategy that will help
search engines to better match your content
with a searchers intent
• Move away from single, targeted keyword
optimizations
• Take into account the entire SERP landscape
• Stay on top of relevant structured data
• Make use of good technical SEO practices

THOUGHT-LEADERSHIP
MORE SEO WEBINARS
www.catalystdigital.com/company/digital-
marketing-webinars/

TECHSEO BOOST 2019
SLIDES AVAILABLE ON SLIDESHARE
LIVESTREAM & RECORDINGS:
https://www.slideshare.net/CatalystDigital
https://www.catalystdigital.com/techseoboost-
livestream-2019/

Q&A
info@catalystdigital.com

THANK YOU
CatalystDigital.com | info@CatalystDigital.com | 617-663-1247

B2B SEO: Increase Traffic & Leads in 2020

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