SEO (Search Engine Optimization), the key to higher visibility in natural search engine results, plays a central role in B2B strategies: it's the primary channel for traffic generation.
Although the working methodology for SEO is relatively similar in the B2B and B2C sectors, there are some notable differences that justify adapting the SEO strategy.
What is B2B?
First of all, let's review the concepts of B2C and B2B.
B2B (Business to Business) refers to all commercial activities between 2 companies. Conversely, B2C (Business to Consumer) applies to sales made to consumers, i.e. end customers.
Common ground...
The aim of SEO, which is common to both sectors, is to improve SERP rankings and thus increase organic traffic.
To achieve this, the techniques applied, whether in B2B or B2C, will be based on the famous 4 pillars of SEO success:
- Technical. We optimize site indexing.
We refer to speed, themed internal meshing, explicit markup, Hn structure, image weight, crawlability, Hreflang integration if it's a multilingual site, and so on. - Contents. The aim is to create pages that respond to the requests of Internet users.
We integrate sufficient text, including strategic keywords, we work on the search intention, on the semantic field, we take care of the meta-titles and meta-descriptions and we avoid duplicated content. - Netlinking. We build site authority.
We're looking for a variety of anchors, natural link profiles, do-follow links on indexed pages, and so on. - UX and engagement. We're looking to make web users stay and, above all, to convert them.
We integrate identifiable Call-To-Actions, work on ergonomics and speed.
...But above all, many disparities
The objectives
In B2C, the primary objective of the website is to sell online, and what's more, almost immediately. This is why we focus on various KPIs such as number of transactions, average basket size, basket abandonment, etc.
In B2B, it's not that simple. First of all, the vast majority of B2B sites don't offer online sales. Success indicators will therefore be based more on generate qualified leads and thus attract prospects for future offline sales. We will then look at indicators such as number of contacts collected, newsletter subscriptions, white papers downloaded, telephone clicks and quotation requests.
The target
First of all, it's clear that the B2C target is far more important in number than the B2B target, since the latter often represents niche markets with strong specificities and therefore low volumes.
What's more, most B2C purchases are made by a single person, the end consumer. It's a quick decision, and one that can be highly emotional.
On the other hand, in the case of a company, various stakeholders play a part in the decision: buyers, directors, managers, users, etc.. These target groups of individuals, who represent the " Buyers Personas "This is a sine qua non for positioning relevant content that will address the issues faced by each of them, throughout the buying journey. From an SEO point of view, this B2B complexity can also be seen as an additional opportunity to generate qualified traffic, at every stage of the conversion tunnel.
The conversion tunnel
All purchasing processes, whether B2B or B2C, involve 4 stages: identifying the need, researching and comparing the solutions available on the market, and finally making the decision to buy.
Despite this common base, in the vast majority of cases, conversion tunnels are both much longer and more complex in the B2B context. In fact, this purchasing cycle is often multiplied by the number of decision-makers involved, which considerably lengthens the process.
Before committing to a solution or supplier, B2B buyers carry out an average of 12 different online searches (Think Google).
And in any case, it seems legitimate that research, reflection, comparisons and decision-making time should be longer for the purchase of a CRM or raw materials, than for the little pair of shoes that we, as end consumers, fall for.
Choosing the right keywords
While B2C is characterized by relatively generic queries in often highly competitive sectors, B2B is characterized by much more technical searches, such as business-oriented keywords or even industry jargon. We aim to reach the experts in the niche in which we operate.
The aim is then to define different sets of very dense technical keywords, in order to cover all the intentions of the various stakeholders, at every stage of the conversion tunnel.
These ultra-specific keywords, often niche terms, generate low volumes but attract highly qualified traffic.They are also not very competitive. They are also not very competitive.
The contents
Quality content is the foundation of all SEO, whether B2B or B2C. However, there are a few distinctions to bear in mind.
While it's important to generate traffic at every stage of the conversion tunnel, the ultimate goal is to convert. In B2B, ultra-segmentation of landing pages to create solid, highly specific contentThese pages should of course be enhanced with strategic, prioritized Call-To-Actions to move prospects along the conversion tunnel. These pages should, of course, be enhanced with strategic, prioritized Call-To-Actions to move prospects along the conversion tunnel.
At the same time, the use of high value-added content will once again answer prospects' questions, arouse interest and establish the company's legitimacy to the maximum: blog articles, infographics, white papers, guides, case studies and newsletters. What's more, this content naturally attracts backlinks, which are still at the heart of SEO strategies.
Search engine optimization is a lengthy process, especially in B2B, where volumes are relatively low. Bear in mind that the B2B conversion tunnel is complex, with several decision-makers involved. So remember to identify your Buyers Personas and study your buying cycle in order to choose niche keywords that will generate low volumes but high value. Landing pages and various content formats should assert your expertise, respond to the issues of different stakeholders and present your company as THE solution.
Need a helping hand to boost your natural referencing?
Soledis, a web agency specializing in B2B e-commerce and a Prestashop Platinum partner, can help you boost your traffic with its dual expertise in technical and webmarketing issues.
