SEO aspects to consider
Just because B2B site goals are substantially more complex than those on the typical B2C site, is no excuse for them to have bad usability. On the contrary – the more complex the scenario, the higher the need for supportive user interfaces.
Remember – B2B=H2H. Make your site is customer centric and optimize your page for user experience
Write for humans, not search engines.
It’s important to realize that Google is no longer trying to match the keywords you type into its search engine to the keywords of a web page. Instead, it’s trying to understand the intent behind the keywords you type so it can match that intent to relevant, high-quality content.
This means that you do not have to place your keywords word-for-word in the content anymore. Instead, write the content for the user. If you use related terms or synonyms, search engines like Google will still understand what your page’s overall goal is.
Optimize your images
Search engines cannot see images on websites, so it is important to give the image an alt text and relevant file name to ensure Google knows what the image is about.
Make sure to make image files you (or your web master) uploaded to your site as light as possible. There are a lot of easy tools and photo editing software you can do this with (Irfanview, jpegmini and more)
“2017 may well be the year of testimonials and reviews in local SEO. As our industry continues to grow, we have studied surveys indicating that some 92% of consumers now read online reviews and that 68% of these cite positive reviews as a significant trust factor.” – MiriamEllis on Moz Blog
As opposed to some saying that “testimonials pages are useless”, well-crafted testimonials pages are, in fact, vitally useful in a variety of ways.
Client testimonials, reviews and case studies can impact your local rankings, win you in-SERP stars and boost your website overall trustworthiness and reputation in the eyes of Google. They validate your claims, and they help prospective buyers imagine use cases for their own businesses – and imagine themselves as clients.
Your site isn’t just a piece of code that shows your company logo, contact info and services, it needs to be part of your sales strategy
“B2B marketers that use blogs receive 67% more leads than those that do not.” – Olivia Allen on Hubspot Blog sums it up great.
Business blogging is the lowest cost way to improve your site’s visibility by both users and search engines, and is one of 5 most trusted sources for accurate online information.
If that statistic alone isn’t enough to convince you that blogging can benefit your business, here’s another one – companies who blog receive 97% more links to their website, which of course benefits your SERP ranking efforts.
By nature, blogs have a more personal touch to them, so naturally they’re a trusted source of information for you potential buyer.
Provide your visitors with insights and industry news, build authority and become a thought-leader in the progress.
Remember, B2B is about earning trust by solving your buyer’s pain points.
Especially when it comes to B2B, keep in mind that your buyers are busy. Don’t waste their time.
Take time to understand your core audience, identify their pain points and be crystal clear about how your company is going to solve the buyer’s problem in every step of the marketing funnel.
Keep it clear, light and customer centric. Your website isn’t about your company, it’s about how your buyer benefits from choosing to work with you.
If you find this useful, you’re invited to download our B2B Marketing Best Practices that Every CMO Must Know Ebook. Get your FREE copy now ==>
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