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B2B SEO considerations
- 1. B2B SEO Considerations jon@overdrivedigital.co.uk | overdrivedigital.co.uk
- 2. A quick bit about me: jon@overdrivedigital.co.uk | overdrivedigital.co.uk • Been in SEO and online marketing for 10 years • Have worked with many brands across B2B and B2C • Recently launched my own consulting business • Love motorbikes!
- 3. B2B requires a different approach: jon@overdrivedigital.co.uk | overdrivedigital.co.uk Although the fundamentals remain the same, there are some big differences that need to be considered
- 4. 1. Understand the Complete Funnel
- 5. Understand where you can have the biggest impact: jon@overdrivedigital.co.uk | overdrivedigital.co.uk Image source: McKinsey & Company “Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete” – think with Google
- 6. Decision making can be far more complex than B2C: jon@overdrivedigital.co.uk | overdrivedigital.co.uk Complexity that must be considered: • Different parties involved in a decision • Level of influence by each party involved • Strategic needs of target businesses • How to measure through each stage of the funnel
- 7. 2. Segment Your Research
- 8. jon@overdrivedigital.co.uk | overdrivedigital.co.uk Image source: McKinsey & Company Longtail + Social Problem Solving Head Terms & Case Studies Sales Materials Remarketing Opportunities
- 9. Identify how keyword behavior might change throughout the buying process: jon@overdrivedigital.co.uk | overdrivedigital.co.uk SEMrush Keyword Magic tool is a great way to review potential modifiers
- 10. Find what content your target market might consume: jon@overdrivedigital.co.uk | overdrivedigital.co.uk LinkedIn makes a great B2B research tool
- 11. Find what content your target market might consume: jon@overdrivedigital.co.uk | overdrivedigital.co.uk YouTube is great for top of funnel ideas:
- 12. 3. Research your Competitors
- 13. Shopify are an excellent example of great B2B content marketing: jon@overdrivedigital.co.uk | overdrivedigital.co.uk Understand what your customer’s needs are – then build content to serve that purpose!
- 14. Find out where your competitors are having success: jon@overdrivedigital.co.uk | overdrivedigital.co.uk SEMrush Organic Research report – match keyword research with existing content
- 15. Export and pivot the data for added insight: jon@overdrivedigital.co.uk | overdrivedigital.co.uk 0 2000000 4000000 6000000 8000000 10000000 12000000 https://www.shopify.com/pinterest https://www.shopify.com/blog/7412852-10-must-know-image-optimization-tips https://www.shopify.com/plus/customers/la-lakers https://www.shopify.com/blog/14681601-google-analytics-for-ecommerce-a-beginners-guide https://www.shopify.com/messenger https://www.shopify.com/buy-button/weebly https://www.shopify.com/buy-button/wix https://www.shopify.com/quickbooks https://www.shopify.com/dhgate https://www.shopify.com/tools/logo-maker https://www.shopify.com/tools/business-name-generator https://www.shopify.com/ https://www.shopify.com/login https://www.shopify.com/apple-pay https://www.shopify.com/retail/119535811-the-apple-store-guide-to-insanely-great-customer-… https://www.shopify.com/pos/qr-code-generator https://www.shopify.com/pos/invoice-generator/template https://www.shopify.com/tools/mockup-templates/t-shirt https://www.shopify.com/blog/17156388-22-awesome-websites-with-stunning-free-stock-images https://www.shopify.com/tools/pay-stub-generator Read: https://builtvisible.com/competitive-intelligence-driven-keyword-research-for-online-retail/
- 17. Brush up on Google Tag Manager: jon@overdrivedigital.co.uk | overdrivedigital.co.uk View: https://www.youtube.com/watch?v=iknwOXX7jAs View: https://www.youtube.com/watch?v=lDMlw8CLgvA
- 19. When assigning value, consider lifetime value: jon@overdrivedigital.co.uk | overdrivedigital.co.uk Read: http://www.kaushik.net/avinash/analytics-tip-calculate-ltv-customer-lifetime-value/ B2B buyers rarely buy once. Don’t sell yourself short, measure LTV!
- 20. 5. Measure Genuine Value
- 21. You could be doing this to the sales team: jon@overdrivedigital.co.uk | overdrivedigital.co.uk Your conversion numbers might look great but…
- 22. How to track leads to sale: jon@overdrivedigital.co.uk | overdrivedigital.co.uk Investigate tools to track actual sales. Other KPIs might include: • Pipeline Value • Lead to Proposal Rate • Value of Converted Leads
- 23. Key Takeaways
- 24. Key Takeaways: jon@overdrivedigital.co.uk | overdrivedigital.co.uk • Build a full understanding of how your potential customers research is key • Understand the strategic needs and challenges of your client / business • Figure out how to track activity at each stage • Measure genuine value
- 25. Thank you! @jonquinton1 jon@overdrivedigital.co.uk | overdrivedigital.co.uk