B2B SEO Services That Build Your Brand while Driving Leads
B2B companies are up against the wall in many ways in today’s digitally driven economy. The Internet makes it far easier for small companies to compete against large enterprises, and geography is no longer the hindrance it once was. Indeed, more remote locations can offer lower overheads and lower wages, while still delivering a quality product. This is great news for newer organizations, but perhaps not so good for established companies.
Search engine optimization, social media, marketing automation, Paid Ads, technical SEO, content strategy and content marketing can enable savvy, nimble businesses to promote their brands and services/products as easily as in the days of major commercial and industrial advertising – at a far lower cost. Business success favors those who know how to leverage their digital presence, and how to communicate their value propositions and products to their target audience quickly and efficiently for lead-generation and sales. B2B SEO services from a reputable B2B SEO agency like K6 Digital can make all the difference.
K6 helps B2B companies drive leads to their sales team for follow-up and closure. Using best practices honed over the course of hundreds of campaigns for small to mid-sized firms and over twenty years of experience in the digital marketing milieu, we work with websites to improve rankings, boost traffic, develop lead-generation strategies, hone messaging, and generate content that makes brands shine and stand-out in the marketplace. If your website isn’t a sales lead engine today, it’s time to talk to our team about our sensible, proven approach to online marketing and B2B SEO that can make a huge difference to your bottom line.
Your B2B SEO Strategy Starts with the Right Keywords
We begin every B2B SEO campaign with comprehensive keyword research to determine the best high-intent search terms that your target audience is using to find your goods and/or services. B2B keywords used for search engines tend to be more niche and specialized than their consumer-based counterparts, so we leave no stone unturned in discovering keywords that will work for our clients that other businesses may have overlooked.
The buyer journey for a business-to-business sale is typically longer and more complex than for B2C, and according to Google, business buyers do not contact suppliers directly until 57 percent of the purchase process is already complete.
This means buyers are using search engines, social media and other digital tools to:
- Form opinions
- Learn technical specifications
- Build requirements lists
- Narrow down options via research and reviews
Decision makers and the influencers in B2B sales processes typically search on vendors or brands they already know, consult with individuals online for advice, visit popular bloggers and social media influencers, and visit web forums and ask questions. B2B buyers tend to be more methodical, which makes sense given the budgets they must maintain for ROI expectations.
A B2B company also uses search engines, like Google, to get insight on issues and questions they have. So, everything starts with finding keywords with high search volume that your potential customers are using.
K6 features a documented keyword research process that incorporates the feedback and insights from our clients into the mix to ensure that unique “industry-speak” terms and jargon are researched for their efficacy to capture Google’s (and other search engines) attention. We look to our clients to know their industry and business at least from a sales perspective – this mindset often yields potent insights for keyword discovery! Our keyword research concludes with a delivered keyword roster that our clients agree to for representing their business online.
Our SEO Technical Audit Provides a Solid Foundation
If your website does not load quickly, is difficult to navigate, or doesn’t function well on a mobile device, it is most likely not going to rank well on the search engine results page. A vital aspect of our B2B SEO services is therefore an analytical SEO audit of the technical elements of a website.
We start by running this 89-point technical SEO audit that verifies all of the key components for SEO readiness – this includes elements like broken links, 404 error pages, duplicate content, slow page-loading times, missing meta tags, and a lot more. Our third-party software tools for SEO success, such as SEMRush, Search Console, Hotjar, and Google GA4 (Google Analytics), help us to probe the depths of a website to discover problems that can be affecting the user experience (UX) of site visitors, as well as causing the site to rank more poorly than it should with search engines.
From there, we work with your web development team and hosting provider to correct as many issues as possible. This may take a bit of time but is worth the results – your 4-cylinder website suddenly has the power of an 8-cylinder engine. We’ve found time and again that a solid technical foundation is critical for SEO – and thus lead generation – success.
Helpful SEO Content and Content Marketing Are the Keys to SEO Success
Just face the facts in our hectic business world today: people who have not heard of your brand are not interested in speaking to a sales person until they are confident that your company can help them.
But how do they learn if your business is the potential answer to their needs? In the digital world, this is resolved through helpful content. And Google has been pushing for website content writers to produce “helpful content” for many years now. Indeed, recent updates to Google’s algorithm actually penalize sites that utilize bogus content designed just to influence search engines as opposed to helping site visitors informationally.
K6 develops helpful content for your B2B SEO campaign using the following strategies and tactics:
- Keyword mapping to build a list of content topics associated with our targeted search terms
- Research into questions and topic areas for which your potential customers are actually seeking answers
- Development of an SEO Content calendar with specific topics, keyword focus, due dates and the individual(s) responsible for the content
- If needed, our SEO content professionals can write all of the on-page copy for you, as well as optimize the content for final publication
- Solid B2B content marketing deliverables such as ongoing blog posts for SEO impact, branding, and thought leadership
- Page rewrites to clean-up unclear messaging while enhancing web design essentials for visitor UX and conversions
Effective B2B Lead Generation Strategies
Getting new potential customers to your site is the first step; getting those visitors to convert – normally first by leaving their contact information for your sales team follow-up – is the next step. Proven B2B SEO strategies are all about conversion by way of lead generation. For B2B business success, K6 employs time-tested B2B marketing tactics for your inbound marketing success.
Focused calls to action
Most pages on a website should feature a CTA, yet surprisingly, many do not. Our content team works to add purchase calls to action to product pages, funnel next-step CTAs to main pages, and resource-link CTAs to blog posts. The obligatory Contact Us CTAs are also sprinkled across the site for higher engagement with your visitors.
Form optimization
Contact and info-request forms of all sorts can benefit from optimization, as many forms are too long or don’t request the right data. K6 uses best practices on website forms to increase form completions for more leads.
Landing page development
A powerful B2B digital marketing tool is the dedicated landing page, featuring informational messaging that addresses a pain point your potential customers are experiencing and how your solutions/products can solve that problem. Often, we employ Paid Google ads to direct visitors to these specialized lead-gen tools. Paid ads exercise more control in terms of who sees the ad, and even when they see it, in order to target the exact audience for whom the landing page is created. Web design best practices and CRO (conversion rate optimization) standards help to make dedicated landing pages exceptionally productive for lead generation.
Content marketing deliverables
To sweeten the deal especially for landing pages, our content strategists and writers work to utilize existing content assets on a site, or to repurpose content or create new assets that can be used to encourage visitors to leave their contact data. Case studies, white papers, eBooks, infographics, data sheets – offering these assets to visitors in exchange for their vital info helps to increase conversions while also building your brand authority as experts offering downloadable content.
Allow K6 Digital to Become Your B2B SEO Agency and Consultant
K6 Digital has been learning, adapting, and practicing B2B digital marketing for more than two decades in Northeast Ohio and across the country, helping clients in manufacturing, technology, eCommerce, B2B, and B2C markets. As veterans of SEO strategy and digital marketing in the Cleveland-Akron area, we offer Search Engine Optimization , Paid Search , Social Media Marketing and Web Design services to companies who are looking to increase their search result rankings, traffic, lead-gen, and sales. We welcome your business and look forward to developing B2B SEO solutions for you. Contact us to have a conversation.