How To Perform SEO B2B The Right Way!


In today’s super inter-connected world, B2Bs are taking advantage of the numerous web channels to stay connected with the company’s audience. Some B2B businesses have a sense that social media, blogging, and other social avenues are solely dedicated to B2C type companies. That is an inaccurate statement, many B2Bs should be active on social channels that make sense for the business. B2B marketing campaigns and SEO initiatives should be strategically planned out with goals defined in the beginning of the campaign to determine success. Here are 3 commons ways of performing B2B SEO campaigns the right way.

Publish Quality Content

The phrase content is king has been preached about for the last several years when discussing SEO. Let’s take this a step further, by defining what is quality content. Quality content, in the world of SEO, is content that drives relevant and quality traffic to the appropriate web channel. The content company’s are developing, whether that be blog posts, social media updates, whitepapers, etc, need to be tailored to the audience the business is attempting to attract. Quality content is what will drive traffic to the desired web property. The higher the quality and the more relevant the content, the higher likely hood the target segment will be attracted to content being published.

Be Active In Social Media

When we mention being active on social media, we do not mean only posting sales messages or ‘it’s all about me’ posts. We are talking about being active with the target audience. We believe that nobody likes to hear a person talk about only themselves all the time, and those who do risk causing their audience to tune them out. Engagement with your audience is of utmost important in today’s digital marketing age. Businesses should be engaging with other businesses or other active users on these social channels. A good example to use is Twitter. If your business is on Twitter, engaging with local businesses can really help amplify the company’s message to a more local audience and possibly create more foot traffic to a physical store. Focus on developing relationships with local businesses and every now and then thank individuals for following the company. “Friday Follower Day,” as it is called on Twitter, is a great time to engage others and say “thanks for following us!”

Make Calculated Website Changes

In the old days of SEO, Google rewarded companies whose content was always ‘fresh’ and up-to-date. With that in mind, a lot companies constantly were changing the content on their websites to rank higher on the search engine results page (SERP). Fast forward to today, where Google’s search algorithm has evolved to focus more on quality content. Fresh content is still a ranking factor, although it is not emphasized as much as before. A good example of this is websites that have legacy. If a website that has been around for a long time and the content on the website is of high quality, why would you need to update the content? In fact, updating the content could hurt the website’s rank on SERP when the content was already of quality. A way around not hurting the website’s SEO and increasing traffic is by developing a blog. A blog can assist in developing new content on a scheduled basis and assist in the SERP by creating ‘fresh’ content.

SEO is not an easy strategy to implement. The process takes a lot of time and patience as results are not instantaneous. Keep in mind search algorithms are constantly changing on a daily basis and with Google now removing keyword data from Analytics, its more important than ever to create a consistent experience on all channels customers can interact with.

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Andrew Lopez

Project Manager at Zuma Technology
A project manager for Zuma Technology who specializes in managed services and web development. Zuma Technology is a managed service provider that specializes in ​technology solutions for small and medium businesses. We proactively manage the customer’s computer​ and network​ infrastructure to maintain a​ secure​, functional​ and efficient​ environment.
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