![]() The content needs to be produced from the position of deep industry knowledge and expertise, so outsourcing it will probably no longer be a valid option. There are dedicated roles, such as procurement managers, solely created to make sure the company picks the best possible suppliers and gets the best deals.įrom the SEO perspective it means particular importance of the quality and authority of the content. The B2B audience is often making crucial commitments, they dedicate significant time and effort to find what they need. In B2B the level of required expertise is going to be much higher than in average B2C business. If you manage to attract attention at the general research stage, show your expertise at the “search for detailed information” stage, by the time they actually buy the product, the users are ready to become your loyal customers. On the higher stage the funnel requests will be more abstract and distant from your product, but the search volume is much bigger. You may want to expand even further into customers’ initial research and self-education “how generators work” or “what generators are for”. For example, if your most converting keyword at the bottom of the funnel is “buy heavy duty industrial generator”, you also would want to look into informational requests preceding that – “how to choose a generator” or “best industrial generators”. ![]() Then you perform semantic analysis and keyword research for all of the stages. Search Keywords funnel is an approach in which you break down the process of getting the client into phases: from broad informational requests about a problem they have and ending with the sales-related searches leading right to your products and services. This tool can be used anywhere, but in B2B it will become the critical piece of your strategy. A popular approach that can somewhat mitigate the hardships of lower volumes and conversion rate is the use of “Search Keyword funnel”. To build a successful SEO strategy, you need to be aware of how your SEO results affect the number of leads and sales – and how to mitigate low numbers of search volume and conversion. This gets even more pronounced as the cost of the goods or service goes up. It can take much longer for an average B2B customer to be convinced to leave their contact details, and it takes a bigger effort to do so. Generally, B2B pages have lower visit-to-lead conversion rates, compared to most B2C counterparts. It will affect all aspects of your SEO strategy – from the way you do keyword research to how you track your results. When your product is specific industrial equipment – your market is the factories who use that equipment, and the list of them can be quite short.Īs a result, B2B-related searches are orders of magnitude smaller in volume than in most B2C searches. While B2C target audiences tend to be rather wide chunks of population, the situation is quite different when you are in B2B. ![]() However, there is an important difference in how users search when they are looking for B2B products and services. Everything you know about best SEO practices – great content, well-executed keyword research, proper on-page optimization and fast page loading speed – all those are the best practices for B2B too. Difference between B2C and B2B SEOīy saying B2B SEO we don’t mean there is a particular set of rules that Google (or any other search engine) apply to B2B websites. Note that we are talking about B2B in general, we are also planning to publish articles on SEO for B2B eCommerce in the near future. We’ll start with some general B2B SEO principles and work our way to the practical implementation of search engine optimization. In this article we discuss details of SEO strategy for a B2B business in China. As for SEO, there are differences between SEO for Chinese search engines and for Google. B2B users are known to display different search habits, B2B websites are built around slightly different principles. Even more so – if you are working in China. While there are enough materials about SEO for B2C to guide you, for a B2B project things might get a little more complex. Search Engine Optimization is a weighty part of any marketing strategy. We plan to come back to this topic regularly, updating it at least once a year. This article is written and published in April of 2022.
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