How our B2B SEO Agency Gets Measurable Results for Businesses

Search Engine Optimization, or SEO for short, is the process of making content on your website appealing to search engines using various methodologies. The goal is to increase your site’s visibility to your target market organically. In other words, you want to be found when someone is searching for you, your products or services on Google (and other search engines). A B2B SEO agency needs additional skills to truly drive results for businesses selling to other businesses.

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Most of our clients say they need SEO. They know they want to be found online and they know SEO has to be part of the strategy. Unfortunately, there are so many agencies and freelancers out there that say they do SEO, but ‘doing SEO’ and crafting and executing an SEO strategy are two different things. We’ve sadly seen clients come to us after hiring B2B SEO services that show gains in traffic, but not an increase in inquiries and brand recognition. Upon closer look, we’ve seen that the majority of the key phrases they’re ranking on have nothing to do with their offerings. When it comes to optimizing B2B websites for search, we follow general SEO best practices, of course, but we also bring our understanding of the B2B landscape to the table to generate real results. Research, market understanding and strategic optimizations are key to seeing MEANINGFUL results when it comes to B2B SEO. Here’s some insight into how we do it.

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Identify and benchmark your competitors

Who do you compete with? Who are you quoting against or losing sales to? Who do your customers say they were working with or buying from before you? This gives us a starting point to see what those competitors are doing online and where the opportunities lie to better compete with them in the online marketplace.

During the SEO research phase, we analyze the competitive arena and incorporate that information into a strategy for rising above those competitors in search. Sometimes there are surprises- companies that were thought to be strong competitors aren’t that strong online, while others that may not have been on the radar are formidable competitors online. Your B2B SEO agency should be looking beyond what’s obvious and leveraging data to build an SEO plan. This information is all important when developing the ultimate strategy for getting you on top.

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Identify the problems your B2B target customers are trying to find solutions for

Let’s say you sell a commercial IoT HVAC solution. What problems do you solve that your target audience might be searching online? Would they be looking for HVAC solutions with predictive maintenance? Outage alerts? Air quality data? While of course you’ll want to have pages optimized for your brand name, product name and general product terms, you’ll also want pages that are SEO optimized addressing these keyphrases for challenges your audience is trying to solve. This is a perfect opportunity for blogs. In this case, we may want to explore a blog that highlights a case study wherein an outage alert on a Saturday enabled fixes to be complete by Monday, eliminating a potential office closure.

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Find the keyphrases your audience is REALLY looking for

We always ask for the SEO keywords and key phrases that your target market would search online to find your B2B solution. Once we take a look at the data, however, it’s often the case that those keywords are not the best for optimization based on the monthly search volume and amount of competition.

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For example, let’s say we’re the IoT HVAC solution company again. When we looked at data for “smart commercial HVAC solution”, it showed that there are no searches done with that search phrase monthly. We do see however, that “smart HVAC systems” gets 90 searches per month and has very little competition, making it feasible to potentially get to page 1 on Google for that search term. Additionally, “energy efficient HVAC systems for commercial buildings” gets 40 searches per month with nearly zero competition. In this case, we may suggest one page for each of these key phrases, with the later demonstrating how the IoT HVAC solution enables energy efficiency.

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Map out the strategy, page by page

Once research is complete, your B2B SEO agency should map out the SEO strategy- literally. Our team draws up a sitemap with keyphrases by page. We craft optimized titles, meta descriptions, tags and make content suggestions, then methodically perform optimizations on the website.

Track, optimize, repeat

B2B SEO agencies that tell you that once optimized, your website is good to go are misleading you. SEO is an iterative process and is also one that requires regular attention. Just as your business website is SEO optimized to rank higher than your competitors, your competitors are also actively doing the same on an ongoing basis. Think of it as a perennial garden. You plant the flowers and bushes and you see improvements immediately. However, weeds start to pop up and need attention all of the time to keep it as great as it first was. As a B2B SEO agency, we’ll be upfront with you on what we think you’ll need to do to continue to not only maintain the gains you get from SEO but also make more progress.

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If you’d like to talk more about B2B SEO, get in touch. We are passionate about delivering high quality, results focused SEO for B2B companies and are happy to talk about your project.

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