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Search Engine Optimisation for B2B Firms and Businesses

May 11, 2022
Updated: December 25, 2023
Reading Time: 18 minutes
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Obtaining new customers is vital if any business is to succeed. As a result, many businesses are working on creating and optimising their websites in order to attract more customers or clients to their company. A business-to-business (B2B) company is no different.

Once a website has successfully been made, you will want to find ways to bring customers to your website. Several methods are used to do this, and the three primary options are search engine optimisation (SEO), pay-per-click (PPC) ads, and social media marketing.

Each option has different pros and cons. For example, a core benefit of both PPC adverts and social media marketing is that you will witness results immediately. The moment your advertising campaign has begun, you will notice a distinct increase in visitors flocking to your website. However, these options do not come cheap, and they require substantial sums of money to maintain high traffic to your site each year.

Moreover, as soon as you decide to stop your advertising campaign, you will notice a drop in visitors. The benefits of PPC and social media ads only last for as long as you pay for them. Therefore, there is no long-term benefit to these options.

However, search engine optimisation has varying positives and negatives. The main con with SEO is that it generally takes several months for results to show. However, your website position within search engine results will undoubtedly improve and draw more organic traffic to your business website by using an SEO strategy. And — unlike PPC ads and social media marketing — your site will keep these positions even if you decide to stop paying for SEO services in the future. Using a comprehensive SEO strategy means you can continue getting free traffic even if you no longer use SEO techniques, but with PPC and social media ads, this will not happen.

Furthermore, a customer will have more trust in your business if they find it organically in their search engine results as opposed to seeing an advert for your company pop up. For these reasons, SEO is seen as the superior method. But, just how effective can a watertight SEO strategy be for a B2B company and its affiliated website? This article will demonstrate how beneficial SEO services can be for your company. The following section looks at online search demand for numerous B2B niches.

Online Search Demand for Common B2B Niches

As there are numerous types of B2B businesses, below are several examples of global search demand for a handful of B2B niches.

The first niche to consider is packaging businesses. The image above presents global search demand for the keyword ‘packaging’. People search for this term worldwide 261 thousand times a month. 26 thousand of these searches occur in Argentina, 23 thousand in the United States (US), 22 thousand in India, and 17 thousand in Spain. This shows impressive search demand across many different countries on a daily basis.

The second niche is healthcare. There are 77 thousand searches globally every month for the phrase ‘medical supplies‘. 46 thousand of these searches originate from the US, 4.4 thousand from the Philippines, 4.2 from the United Kingdom (UK), and 3.9 thousand from Canada. Once more, this displays healthy search demand across numerous countries.

The final common niche to consider is food. For the search term ‘wholesale food’, there are 26 thousand global searches each month. Most of these searches are from the US with 15 thousand, followed by the UK with two thousand global searches. There are numerous other countries with good global volume for this keyword.

This information, therefore, shows that SEO services can benefit your B2B business regardless of the niche that it falls under. A reputable SEO agency can examine this data and use it to increase your website’s popularity and success. Remember that both social media marketing and PPC ads are becoming increasingly competitive and costly, so by choosing SEO, you can attract thousands of visitors to your site each month without pulling at the purse strings. You will also be in great stead to receive an increasingly strong return on investments (ROIs) for numerous years in the future.

People Enter Numerous Search Terms to Find B2B Companies

Keyword research is one of the core aspects of excellent SEO work. Keyword research is when an SEO agency analyses search terms before determining which pages need to be created and optimised on your website for keyword usage. This is so the maximum traffic possible is brought to your site.

Put simply, words such as ‘wholesale food’, ‘medical supplies’, and ‘packaging’ are just one potential search entry people might use when looking for these services. There are, of course, many more keywords people might feasibly use when seeking out a particular service or product. To demonstrate, below is a list of several examples of queries that people might enter on a search engine when looking for a B2B company:

  • ‘(Product or service) for…’ + a number of employees. For example, ‘wholesale food for 500 employees’.
  • ‘(Product or service) for…’ + a particular reason. For instance, ‘packaging for perishable goods’ or ‘medical supplies for a sexual health centre’.
  • Searches for particular products or services. For instance, ‘packaging for fragile materials’, ‘vegetarian wholesale food’, or ‘5ml medical syringes’.
  • General queries such as ‘best packaging material for heavy items’ or ‘best food wholesaler for a medium-sized business’.

As shown, there is a significant variety of possible keywords that could be used by people looking for B2B products or services. This is displayed further below. The following screenshots show the average monthly search volume for packaging-related and medical supply-related keywords.

Countless people are entering these search terms every month. It is imperative to be aware that potential customers and clients can be attracted to your website if you efficiently incorporate these keywords into search engines. Therefore, it is highly recommended to utilise an expert SEO agency to optimise your website so you can take advantage of the substantial search demand.

Significance of Content in B2B SEO

Given the extended decision-making journey in B2B transactions, producing consistent, high-quality content becomes a necessity rather than a choice. The aim is to provide insightful, relevant information that guides potential clients towards a favourable action.

When we look at B2B conversions, the sales process from research to purchase can take some time. This extended journey necessitates a steady stream of content that keeps potential clients engaged, informed, and moving towards the finish line – conversion. The role of your content in this context is multi-faceted. It’s not merely about producing volume; it’s about delivering value, addressing concerns, and guiding decision-making.

The key to creating pieces of value lies in understanding your audience’s needs and interests. It’s about crafting a narrative that resonates with them, addresses their pain points, and offers viable solutions. This also involves a deep understanding of your audience, thorough keyword research, and a strategic approach to content creation.

Here are some practical tips for creating engaging and valuable content:

  1. Keyword Research: Use SEO tools to conduct keyword research and identify the terms your audience is using to search for solutions. Incorporate these keywords into your content to improve visibility and relevance.
  2. Quality Over Quantity: While it’s important to maintain a consistent content schedule, never compromise high standards. Every piece you publish should be relevant and provide more value than what your competitor is providing.
  3. Use Different Content Formats: Don’t limit yourself to blog posts. Use different formats like videos, infographics, podcasts, and webinars to hook your audience and cater to different content consumption preferences.
  4. Measure and Adjust: Regularly measure the performance of your content using SEO metrics. Use this data to adjust your content strategy and improve performance.

By crafting content that aligns with the needs and interests of your target audience, you can significantly enhance your chances of conversion. Remember, in the realm of B2B SEO, content is your most powerful tool for engagement, education, and, ultimately, conversion.

Technical SEO Essentials for B2B Organisations

Technical SEO is a vital part of any SEO strategy, including those for B2B organisations. It involves a variety of tasks, such as improving page speeds, adopting responsive design, optimising images, and ensuring the use of HTTPS on your site. There are numerous ways to apply technical SEO within a B2B context.

Here are some key aspects of technical SEO:

  • Page Speed Optimisation: Slow-loading pages can result in high bounce rates and a poor user experience, negatively impacting your SEO rankings. It’s estimated that 1 in 4 visitors leave a site that takes more than 4 seconds to load. This just shows how essential it is that your pages load quickly and efficiently.
  • Responsive Design: With more people using their mobile devices for internet browsing, having a website that adapts to different screen sizes is no longer optional. A responsive design enhances the user experience and provides better SEO results.
  • Image Optimisation: Large, unoptimised images can slow down your site. Make sure your images are formatted properly so your site is running at a decent speed.
  • Use of HTTPS: HTTPS is a secure version of HTTP, which protects your users’ information and enhances their trust in your site. Search engines favour secure sites, so using HTTPS can also improve your SEO rankings.

Implementing technical SEO for B2B companies involves a strategic approach. It requires a thorough understanding of your website’s technical health, identifying areas for improvement, and implementing changes that enhance your site’s performance and user experience. By doing so, you can improve your site’s visibility in SERPs and drive more qualified traffic to your site.

Off-Page SEO Strategies for B2B Companies

SEO isn’t confined to the boundaries of your website. Off-site SEO tactics (such as backlinks and fine-tuning your Google Business Profile) can also play a significant role in enhancing your online visibility and building your brand’s credibility. It involves activities that drive traffic and positive brand mentions towards your website from other sites, social media platforms, and online directories.

One of the most effective off-site SEO tactics is earning high-quality backlinks. These are links from other websites that point to your site. They’re a vote of confidence from other sites, signalling to search engines that your content is valuable and trustworthy. Here are some tips for building backlinks:

  • Create High-Quality Content: Other sites are more likely to link to your content if it’s valuable, informative, and relevant.
  • Guest Blogging: Writing articles for other sites in your industry can help you earn backlinks and reach a wider audience.
  • Influencer Outreach: Collaborating with influencers in your industry can help you earn backlinks and increase your brand visibility.

Another important off-site SEO tactic is optimising your Google Business Profile. This is especially important for local SEO, as it helps your business appear in local search results and Google Maps. Here’s how to optimise your Google Business Profile:

  • Complete Your Profile: Make sure all information is accurate and up-to-date, including your business name, address, and phone number.
  • Add Photos: Photos of your business can help you stand out and attract more attention.
  • Collect Reviews: Encourage happy customers to leave reviews. Positive reviews can help improve your organic ranking and attract more customers.

Here is a great example of a B2B accounting firm that has made the most of their Google Business Profile to help them rise up the SERPs:

By implementing these off-site SEO tactics, your B2B organisation can build credibility and drive more qualified traffic to your site organically. Remember, SEO is a long-term strategy, and consistency is key to success.

Other B2B Companies Getting Fantastic SEO Results

An SEO expert can look at the pages on your site (and competitor sites), optimise existing pages to draw more people, and make brand new pages to draw the most organic search traffic possible. Skyler Reeves explains just how important SEO content should be to your strategy in this famous quote:

“SEO gets a lot easier when you approach it with the goal of creating the best damn piece of content on the web for a topic. That means putting in the work, understanding people, and legitimately wanting to help them.” – Skyler Reeves, CEO at Ardent Growth

But this is just one aspect of SEO work, and SEO agencies use many other techniques to both promote and help websites fulfil their potential. So what if we consider a company in a separate B2B niche? Is SEO still a viable venture? Next is data on a medical supply B2B company, and the information will prove that SEO is still very effective.

The first example is a B2B packaging business called Packlane. Founded in 2015, this company allows small businesses to design and order custom packaging and boxes online. The organic traffic for the website is 44.2 thousand each month. This denotes the number of people who visit this site after seeing it pop up in Google search results.

The traffic value is a highly impressive $125,000 a month. This number conveys the amount of money that would need to be spent each month to purchase the identical amount of traffic that the company gains naturally from contextual advertising systems (for example, PPC ads). As a result, Packlane can conserve $125,000 each month purely because its site has wonderful positioning on Google’s search engine. The following image presents what pages for this business draw the most traffic:

Numerous pages collect traffic from Google for this website, including blog pages. An SEO expert can look at the pages on your site (and competitor sites), optimise pages that already exist to draw further people, and make brand new pages to draw the most organic search traffic possible. This is just one aspect of SEO work, and SEO agencies use many other techniques to both promote and help websites fulfil their potential.

But what if we consider a company in a separate B2B niche? Is SEO still a viable venture? Next is data on a medical supply B2B company, and the information will prove that SEO is still very effective.

Our second example is MedicalExpo, a B2B marketplace for medical equipment, founded in 2012. The organic traffic value for this site is 188,000, which shows a high amount of natural monthly visitors to this website. This site ranks very highly on Google for the search term ‘medical supplies B2B’ and numerous other keywords. The traffic value for this website is $91,200. This, therefore, means that MedicalExpo gains over $90,000 of free traffic! Plus, this is money that they can save instead of spending it on expensive PPC or social media adverts.

PPC ads have a straightforward concept. You pay money in return for increased traffic. However, this means that the moment you stop paying for these adverts, you will no longer see increased traffic.

This is why SEO is seen as a better option. A great SEO strategy allows you to keep your search positioning within search engines and draw traffic to your website even after you have ceased using SEO services. Therefore, this equates to saving money, continued good traffic to your website, and boosted website rankings on Google. Moreover, this can be accomplished without regularly spending money on various advertising channels. The following image demonstrates which pages draw the majority of visitors to this website:

As with the previous example, many pages collect traffic for this website from the search engine Google. There are also various top keywords, including ‘dental instruments’, ‘vein finder’, and ‘disposal medical face mask suppliers’. This means that a large number of keywords can be utilised to attract free traffic on Google. SEO experts collect all this information about your website (and its related pages) so that these pages can be created, optimised, and promoted effectively. All this will lead to an increase in visitors and business for your company.

The key takeaway from this is that regardless of the niche that your B2B company falls under, your website and your business can highly benefit from a watertight SEO strategy.

Understanding the B2B Sales Funnel in SEO

The B2B sales funnel in SEO is a dynamic and complex journey that requires a tailored approach to attract and convert potential clients. Unlike your B2C counterpart, the B2B sales funnel is often more intricate and elongated. This complexity arises from the involvement of multiple decision-makers within B2B organisations. In most cases, the decision to purchase a product or service is not made by a single individual but by a group of stakeholders, each with their own unique concerns, objectives, and requirements.

This multi-stakeholder decision-making process requires a longer period of research, evaluation, and deliberation. B2B companies must invest time and effort in thoroughly assessing whether a particular offering aligns with the needs, goals, and preferences of each stakeholder involved. Consequently, the journey through the B2B sales funnel is not a swift and straightforward path but rather a labyrinthine route with various stages and touchpoints.

At the top of the B2B sales funnel, prospects are in the awareness stage. They may have identified a problem or opportunity within their organisation and are actively seeking solutions. During this stage, B2B firms must establish a strong online presence and visibility. You need to ensure that your website and relevant content appear prominently in search results, enabling potential clients to discover your offerings and become aware of the value you can provide.

As potential clients progress down the sales funnel, they move into the consideration stage. Here, they evaluate different options, compare various providers, and conduct in-depth research to make an informed decision. As a B2 B company, you must position yourself as a trusted authority and thought leader in the industry. You can demonstrate your expertise, build credibility, and establish trust by producing high-quality educational content, such as whitepapers, case studies, and expert guides.

The final B2B sales funnel stage is the decision stage, where the prospect is ready to choose a provider and purchase. At this point, it should be as easy as possible for them to take the desired action. This includes optimising your website for conversions, providing clear CTAs, and streamlining the closing process. Additionally, showcasing positive reviews, testimonials, and success stories from satisfied clients can further instil confidence and facilitate the decision-making process.

Throughout the entire B2B sales funnel, SEO plays a crucial role. By implementing relevant keywords, optimising on-page elements, creating valuable content, and building authoritative backlinks, B2B firms can improve their visibility in search engine results. This increased web-based prominence helps attract new prospects at each stage of the funnel, ensuring that the right audience discovers their offerings, engages with their brand, and ultimately converts into loyal customers.

What Does an SEO Agency Actually Do?

Google possesses very high standards for its search engine. This is so that poor quality websites do not reach the best positions in search results. Therefore, expert knowledge and professional SEO services are required to help your website be as effective and attractive as possible.

NUOPTIMA is a highly reputable SEO agency providing SEO services to brands in a range of industries for many years. Our work has included providing services for businesses in e-commerce, SaaS, medical industries, real estate, and much more. With our extensive experience, we also specialize in B2B content marketing, offering tailored agency services that drive engagement and deliver results. Therefore we have a wide variety of skills and knowledge within many business industries.

Check out our video on how to outrank industry giants to see the type of SEO strategies we can execute:

NUOPTIMA knows precisely what to do to get your website on the very first page of Google’s search results. Below are several examples of what we can do to help your B2B company’s Google rankings improve:

  • Create any pages needed to help your website draw as much organic traffic as possible.
  • Organise link placements on reputable and relevant directories. For instance, a medical supply business could be listed on B2B medical company aggregator websites.
  • Optimise existing pages to comply with Google’s best practices and rules.
  • Create content that is SEO optimised so your website can rank for further keywords on Google.

A comprehensive SEO strategy provides outstanding results when undertaken by qualified experts. NUOPTIMA has a professional SEO team that can help your website achieve the very best results possible. To explore how we can incorporate SEO techniques to gain fantastic results for your B2B company, book a discovery call for a free consultation with our team today.

Propel Your B2B Company with SEO

In the highly competitive field of B2B services, it’s essential to stand out from the crowd. With the right SEO strategies, your B2B company can rise above the competition, attracting more potential clients and driving growth. SEO is not just about increasing website traffic; it’s about attracting the right kind of traffic – potential clients who are actively looking for your services. Don’t let your B2B business blend into the background. Start your SEO journey with NUOPTIMA today and watch your business flourish.

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FAQ

Why is SEO important for B2B companies?
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SEO is important for B2B companies because it helps improve their online visibility. With the right SEO strategies, a B2B company’s website can rank higher in search engine results, attracting more potential clients. It’s a cost-effective way to increase website traffic and generate leads.

How long does it take to see results from SEO?
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SEO is a long-term strategy, and it often takes a few months to start showing results. However, once your website starts ranking higher in search results, it can retain those positions even if you pause your optimization efforts.

What is local SEO and why is it important for B2B companies?
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Local SEO is a strategy that helps businesses rank higher in local search results. For B2B companies, this means appearing in search results when potential clients are looking for B2B services in their local area. It’s a powerful way to attract local clients and build a strong presence in your community.

What kind of SEO services does NUOPTIMA provide for B2B companies?
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NUOPTIMA provides a range of SEO services for B2B companies, including keyword research, high-quality content creation, link building, and technical SEO. These strategies can improve your website’s rankings, increase its relevance and credibility, and attract more clients.

How can I get started with NUOPTIMA’s SEO services for B2B companies?
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You can get started with NUOPTIMA’s SEO services by booking a slot to talk to one of our SEO experts. We’ll discuss your needs and how we can use SEO strategies to improve your B2B company’s website rankings.

Author's image

By: Viktor Bartak

Head of SEO

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Viktor has 15 years of experience in SEO, having worked on over 300 businesses across B2B and B2C, including cybersecurity, social media, eCommerce, tourism, SaaS, fintech, private clinics, agriculture, clothing manufactures, real estate and more.

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