SEO for B2B companies
The level of importance of digital channels within the marketing mix of B2B companies (fairs, print, representatives, etc.) is steadily increasing.
The corporate website is the digital headquarter of your company and just like your headquarters are made of concrete and stone, it also has a stable foundation and an outer facade. Besides, it is essential that your company is easy to reach (infrastructure: streets, trains,...) and to find.
In the digital world, it is also becoming more and more important for B2B companies to be easily found in serach engines, especially Google, and to achieve a high ranking position.
Even decision-makers of potential business partners are online nowadays, at least privately, and show internalized behavioral patterns like Googling. We can therefore assume that these accustomed research methods are also applied intuitively on business life. The search for a supplier, a partner or a service provider usually starts with Google. This is where you should meet your prospects.
How could all of this look in reality?
To explain this, let us take a look at a fictious comany:
Your company, Unicorn Electronis AG, is manufacturer of electrical components. They now want to support the weakly running TFT display division with SEO measures. The main product of this division is the TFT monitor G206N2.
Moritz Monitor works at Mundi AG and is looking for a supplier of TFT monitors in the right size. The G206N2 would be the perfect choice. Intuitively Moritz googles:`TFT display resolution 1024x768´. He finds several manufacturers and suppliers, but the G206N2 is not one of them.
Why not?
This question is also raised by Sven Eberhard Olson, Head of Corporate Communications at Unicorn Electronics AG. Sven created a web page for the G206N2, where he presents the product and provides technical information.
But why didn't Moritz find the G206N2 on Google?
Simple: Because Google didn't know that the G206N2 is a TFT display! This problem can particularly be found with providers of technical products. The diversity of the products is usually so high that a company names its products internally, assigning their own individual product description in order to keep better track.
For the employees of Unicorn Electronics AG, it is obvious that the G206N2 is a TFT display. However, for everyone else the product name is simply a combination of letters and numbers.
So what can Sven do so that the G206N2 can be found by Moritz and other potential customers?
First of all, Sven should rename the product. It is important to place the product at the center of attention. From G206N2 simply to `TFT-Display G206N2´. The internal product description remains, but now it is clear that it is a TFT display. Now Sven only needs to change the web page itself so that Google gets even more hints that it is a TFT Display.
Here is a small selection of SEO options:
- Set the new product name as H1.
- Add alt-tags and a description to the image of the G206N2
- Envision yourself as the target group and ask yourself: What would I look for and/or what search term would I enter?
- Identify keywords and align texts accordingly
When Moritz now searches for TFTDisplay Resolution 1024x768, he will also find the G206N2 and be happy that the products fits perfectly!