SEO for B2B companies
The importance of being found in the right place - with the right search queries - is growing steadily with the increase of digitalization in the business world. Search engine optimization for B2B companies is to a large extent similar for all websites. No matter if it is the website of a listed, medium-sized or small company.
Know your users!
Successful search optimization starts with knowing the target groups you want to address, and thus the user. With the help of this information a concise and not too deep navigation should be considered. 'Keep it short and simple' (Kiss).
A clear structure helps the user as well as Google to navigate through the website. In addition, the structure should be made available to the search engines through an XML sitemap.
Think like your users!
To put yourself into the shoes of the user is already important during the structural conception phase. It is decisive when it comes to individual pages. At the beginning, it is important to know the search queries of users, or, at least, to understand them. A comprehensive keyword search is essential.
The distinctive feature of the lead generation of B2B companies lies within their differentiation from end-user business. Search queries such as `TFT monitors' usually only provide results for online shops. For B2B companies, it is therefore more effective to focus on further specified search queries, such as `TFT monitor supplier´ or `TFT monitor for mounting´. Users who are looking for these are more likely to be potential customers.
Write for your Users!
The structure fits, the keywords are identified and now it is time for the content. Again, it is important to meet the user half way and create the content using relevant keywords. However, you should use the keywords carefullly and not to overdo it.
The readability and the user are most important when it comes to texts. A clear definition of the headings and intermediate headings helps to structure the text, e.g. a main heading (H1) should only occur once per page. Various techniques, e.g. the WDF*IDF formula, help with text creation.
Particular attention should be paid to content which is displayed at different places on the website. This so-called `Duplicate Content´ can have a negative effect on search engine rankings. We take a closer look at this topic in our Blog.
In addition to the text, the following content parts should also be considered:
- Page Title: The page name displayed on Google
- Page Description: Determines what Google displays under the page name in the search results
- Alt Tags: Alternative image descriptions that make images for search engines tangible
- 301 Redirects
- Google Search Console
- Social Media (Professional Audience/Facebook)