SEO, or search engine optimization, is critical for any business that wishes to increase organic website traffic and drive B2B leads. The better visibility of your pages in search results, the more likely you are to attract future and existing customers. This holds particularly true for organic B2B searches where the potential customer is looking for a specific product. If done right, SEO will guide him or her directly to your page.
What Is Search Engine Optimization?
Search engines like Google, Yahoo!, and Bing collect information from site to site. Think of them as indexing a vast library where a librarian can find a book (or a webpage) to help you locate the exact item you are looking for when you conduct a search.
Each search engine considers hundreds of ranking factors via their advanced algorithms to check out billions of sites for the most relevant and user-friendly content. Search engine optimization can exploit these ranking factors to attempt to appear first in search results. This requires a concerted effort, such as white hat SEO, to make your site more visible to the search engines so that it shows up in the top ten list.
SEO is particularly important for B2B leads since B2B customers are often conducting very targeted searches. For example, a specific chemical with a very technical, obscure name. If that product is available on your site and you mention the same chemical, it’s likely that a search engine will guide the potential buyer straight to your site.
SEO and Superior User Experience
The overall goal of user experience is provide users with the information they need so they can find what they need more quickly, using fewer clicks. This is one of the signals search engines monitor to assess site quality for SEO. Google has mastered the art of interpreting a positive or negative user experience, and a positive user experience has evolved into a vital part of a website’s success. An emphasis on user experience can only improve the search rankings of your B2B website.
A streamlined user experience can have a supplemental sense of urgency in a business context. If a B2B lead cannot locate what they are looking for (e.g., our chemical example), there may be a problem with an entire product line. Production might stop due to a missing component.
SEO as a Primary Lead Source for B2B Leads
According to WPForms, 50% of marketers say that inbound strategies are the primary source of leads. Inbound marketing techniques include search engine optimization, content marketing, and social media marketing.
If your SEO tactics are failing to generate leads, you must reevaluate your activities. Another market participant may be eroding your share of the B2B lead pie due to better SEO practices.
SEO Contributes to an Increased Conversion Rate
High search engine rankings for your website can increase your conversion rates impressively. Not only are B2B leads more likely to visit your site first if you show up at the top of search engine results, the prevalence of your website in searches will also help increase your brand visibility. As customers gain familiarity with your brand and gain knowledge about your products/services, there is a strong possibility that they will close the deal with you.
SEO Is Cost-Effective
SEO is the bedrock of successful inbound marketing, and as such, it can assist you in optimizing cost management and repurposing resources across your business’s various divisions. According to HubSpot, inbound lead generation costs 61% less than outbound lead generation (e.g., paid media).
With solid SEO, there is no reason to invest heavily in paid advertising. As long as your site shows up in search results and generates clicks, you’ll have a steady stream of traffic. But effective lead generation is only possible if you are able to highlight the right keywords so that the clients zero in on your site directly after searching for their desired products or services.
Inbound marketing also includes social media management, blogging, and referrals. All of these are free or low-cost and can help boost SEO performance, giving you a solid foundation for an integrated marketing mix.
SEO Has an Effect on the Purchasing Cycle
Customers carry out due diligence, mainly via online research via search engines. SEO tactics can therefore also become a game-changer to educate potential B2B leads about great deals, revolutionary products and services, and the importance and reliability of what you offer your customers. If it is performed correctly, SEO will also have a positive effect on the purchasing cycle.
How to Get Started on SEO for B2B Lead Generation
If you’re not sure if you’re on the right track with your SEO, partnering with an SEO agency is always a good idea. They can help you with their professional advice and level up your program with clearly defined search engine optimization services.
If you’re a B2B company and interested in B2B leads, make sure that the partner you choose knows your industry. When it comes to B2B SEO, the most impactful results will come from an understanding of how customers search and what obscure keywords mean — and when they are relevant.
B2B SEO is a complex and exciting game that can be especially challenging. Unlike consumer marketing, you have to use focused and targeted keywords that will appeal to a very small and restricted target market. At the same time, you will also have to place multiple blogs, articles and products on your site to ensure higher viewership. Good luck with your SEO for B2B lead generation!