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B2B Marketing: Does B2B Need SEO?

For B2B companies, SEO is one of the most important channels for acquiring new customers. In order to accelerate growth, it is important to have strong organic visibility throughout all stages of the buying cycle. When it comes to putting together a B2B SEO strategy, you may find it difficult to know where to begin.

A B2B company faces unique challenges when it comes to driving organic growth. The SEO strategy for launching a B2B business differs from that of a B2C business. The key to driving success is understanding how to approach the channel with these differences in mind. We will examine the key differences between B2C and B2B SEO in this guide.

B2B SEO: What Is It?

In business-to-business (B2B) SEO, the objective is to increase organic search engine traffic and rankings. Having a successful B2B SEO strategy will enable a business to place its website in front of people who are actively searching for services or products the company offers.

B2B (business-to-business) marketing is all about one business buying from another, while B2C (business-to-consumer) marketing is all about consumers buying from businesses. However, the SEO basics remain the same. The following are the four pillars of SEO success:

  • Content
  • Technical SEO
  • On-page SEO
  • Off-page SEO

In developing a B2B SEO strategy, there are unique challenges that need to be taken into consideration. These relate to the target audience. People buy from people, regardless of whether they are in a B2B or B2C relationship. Individuals who purchase on behalf of a business, however, have different purchasing habits from individuals who purchase on their own behalf.

B2C vs. B2B SEO: What’s the Difference?

It is the audience that makes the biggest difference between B2B and B2C. In most cases, professional services and products are purchased in a very different manner from those purchased by consumers. In other words, B2B SEO requires a different approach than B2C SEO.

The 7-Step B2B SEO Process

Listed below is a 7-step B2B SEO strategy process that you can follow (adapting as necessary) to blow away the competition:

1. Develop buyer personas

When it comes to B2B SEO, the creation of detailed buyer personas cannot be overlooked, and this is the first step towards developing a successful campaign. The more you know about your audience and their requirements, the more effectively you can target them.

2. Research keywords related to your personas

B2B marketers who can drill down and identify opportunities to target their personas are the ones who will ultimately be able to supercharge organic growth through detailed keyword research. At every stage of the sales funnel, you need to identify the search queries that people use to find businesses similar to yours.

3. Get a better understanding of your sales funnel

It is important to understand how your business’s unique sales funnel works before you can identify the keywords that your buyer personas are using. Even though the lines between sales and marketing have blurred for some time, it may not be common knowledge for you to know how to analyze your funnel.

4. Develop a scalable content strategy

In a B2B sales funnel, sales landing pages usually appear at the bottom of the funnel, during the action stage. As a result, a scalable content strategy that drives visibility higher up the funnel is crucial for B2B SEO.

The majority of the time, this content strategy involves your blog or content hub. The content you write for your topic clusters needs to be rank-ready, answer your prospects’ questions, get you on their radar, and introduce you to them.

Be careful not to focus your efforts too low down the funnel; otherwise, your competitors will build awareness at a much earlier stage than you will.

5. Develop a keyword strategy to target buyers at different stages of the funnel

To succeed at B2B SEO, it is essential to use topic clusters in order to demonstrate your expertise and gain control of the SERPs for topics, rather than just keywords.

6. Earn backlinks by promoting your content

The importance of backlinks in any SEO strategy cannot be overstated, as they are one of Google’s top three ranking factors. Among the tactics available to a B2B brand to earn links, content marketing is the most effective.

You should spend time and effort promoting your content once it has been created. This does not simply mean encouraging social sharing.

As part of your distribution strategy, you should use email outreach to encourage others to link to your content. This will increase your content’s ranking on search engines.

7. Optimize landing pages for products and services

Don’t lose sight of your main goals and key performance indicators. There is no denying the importance of earning rankings and developing content to drive traffic from prospects at every stage of the sales funnel, but the ultimate goal is to convert your prospects into buyers.

In other words, you should ensure that you have created a solid sales page or service landing page. As pillar pages for your topic clusters, sales landing pages often play a significant role in B2B companies. By building out cluster content around these, you will be able to add depth, earn traffic across the entire funnel, and answer prospects’ questions.


When your strategy is in place, you must enter a phase of continuous optimization and ongoing link-building. If you continue to improve your site’s content and seek opportunities to earn authority links, you can expect to see an increase in organic traffic and visibility. Ensure that you are focusing on your audience, their needs, and the problems they are seeking solutions for. Position your business as a solution to these problems.

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