seo for b2b

SEO (Search Engine Optimization) is one of the most important marketing practices to achieve a solid B2B marketing strategy. But, why is it important?

59% of B2B marketers say that SEO has the largest impact on their lead generation goals. While this statistic is always changing, it still points to a growing sentiment within B2B organizations when it comes to SEO. 

So, what exactly is SEO? Let’s talk about it. 

What is SEO? 

Search engine optimization is a marketing strategy that allows your business’ site to get found in search engines like Google, Yahoo, and Bing. In short, it’s a method that enables your site to rank higher in search engines. 

Why should you care as a B2B marketer or business owner? 

The higher your pages rank in search engines, the more likely you are to capture the attention of online searchers who are already looking for solutions like the ones your B2B business offers. SEO is one of the top ways to boost your bottom line and spread brand awareness about your business digitally. 

Do You Need an SEO Expert? 

It’s important to note that while the term “search engine optimization” sounds technical, you don’t need a degree in computer science or even know much about computers at all to rank well on Google or other search engines. 

Today, there are so many tools available that make SEO easier than ever before including keyword research tools, SEO checkers, and more. But, that’s a topic for another day. 

If you don’t have the time to work on SEO, you may need to consider hiring SEO companies to help. Here are some of the top questions you may have if you’re thinking about hiring a B2B marketing agency.

Why is SEO Important in 2022? 

Did you know that 68% of online experiences begin with a search engine? That’s right. So, if you are not investing your marketing efforts into SEO yet, you need to start today! Here are some of the key reasons why SEO is critical to your B2B business — even in 2022. 

  • It helps your business get found

When you search for something on Google, a list of results pops up. These results are ranked according to a variety of factors, including how well the page matches your search terms and how popular it is. The page at the top of the list could have thousands of more website visitors than the page at the bottom — and to be honest, you probably won’t look any further than that first page. 

By implementing SEO strategies alongside your other marketing efforts, your pages will continue to become more visible to online searchers. 

  • It puts your site in front of those who are already looking for your solutions

Search engines like Google and Bing use complex algorithms to determine the most relevant and authoritative websites to display on their results page. This is great news for your searchers! But, getting on page one of Google or other search engines is harder than it may sound. 

By continuing to post long-form, relevant content on your site (through blogs and helpful website pages), your site should improve in ranking over time. This will, in turn, put your business in front of the eyes of someone searching for certain key terms in the search bar. These are the people who are already looking for your solutions. They might just know “who” your business is yet. 

  • It is “free” marketing

Nothing in life is free. But, SEO is close to being free. 

SEO costs less compared to other marketing channels like paid advertising and email marketing. That’s why most marketers consider it one of the most effective ways of boosting sales for a business.

Unlike paid advertising, SEO is one of the tactics marketers can implement to spread the word about their business without having to pay an upfront cost. (We do realize that there is the cost of time to implement proven SEO strategies, but you do not need to pay for advertising plus the cost of time. That’s BIG in the marketing world.) 

Fun Fact: 86% of people ignore paid banner ads, choosing to only click on organic search results. The last thing you want is to become another page ignored. 

SEO 101: SEO in Simple Terms

SEO is all about getting relevant traffic to your site from search engines. But, you may be confused about where to even begin your SEO journey. Although there is no “SEO finish line” (since it is an evergoing process), there are a few things you can do today to increase your site’s visibility. 

You can optimize a website for search engines by doing these three important things:

  1. Creating content that has an inherent value to users (informative articles on topics relevant to your business)
  2. Making sure that content is easily accessible to search engines (optimizing titles, descriptions, and URLs)
  3. Using keywords throughout the content in a way that doesn’t feel forced or spammy

As mentioned before, SEO isn’t a task that you can knock out in a day and expect to reap the results. It’s a process that takes time, analysis, and constant updates to your older content to make your content better than before. 

Improve Your Bottom Line with SEO

As a B2B business, you can’t afford to ignore the importance of search marketing. Even if you use other marketing channels like email marketing and social media, a strong SEO strategy will help you attract more quality traffic to your website from search engines.

In the end, your goal with SEO is not just about getting found on search engines but also about attracting the right visitors who are likely to convert into customers. 

As the world of B2B marketing evolves, SEO will become a crucial component for every company. The sooner you start using SEO to brand and market your business, the better positioned you will be for success in your industry for years to come.

Lark Begin is a digital marketer from Ottawa, Canada. Lark is an SEO Master, PPC expert and content writer. She helps many small businesses get ranked on Google each day.