For a website run by a B2B e-commerce company, organic search through major search engines such as Google and Yahoo is usually the largest traffic source, typically accounting for 60-70% of total traffic. If a B2B marketer wants to drive traffic to a website and increase awareness in search engines, SEO will serve as an indispensable tool.
SEO is a marketing process focused on growing visibility in organic search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.
Doing SEO right cannot only build search engine-friendly websites, but also make your site better for users too.
Effective B2B SEO strategies can enhance both technical and content elements of a site and optimize for searchers and search engines alike, thus to increase organic search visibility, authority, and customer engagement.
Following are six basic tactics JumoreGlobal Insights summarizes for B2B marketers to implement the best SEO practices.
1. Determine your keywords carefully
It is very important and essential to figure out what terms and phrases your customers will type in search engines to find your website and products. You can start by contemplating all the words that describe your business, products and product categories.
It is also useful to include any common acronyms, initials, jargon, or other industry-related terms.
2. Include elaborately-written product information
For e-commerce businesses, don’t form a bad habit to just copy and paste product information from counterparts or their suppliers’ websites. Duplicate content will cause low conversion and won’t differentiate you from the rest of the market.
3. Optimize your product images
Product images that are optimized properly would help increase conversion rates and improve rankings. High-quality product images are beneficial to converting users, and optimized product images rank higher in Google Image search.
Furthermore, don’t forget to optimize the name of your image file to include a descriptive product name. Name an image with “product-name.jpg” rather than a random name “dfkgkfdf.jpg”.
4. Add social media sharing buttons to your website
Adding social media sharing buttons such as Facebook, LinkedIn, Twitter and Google+ on your website will encourage and make it easy for viewers to share your website content and help to improve trust with your new users, driving relevant traffic to the website. As more relevant people read your website content, it is more likely to generate natural links, as these readers may mention and link to that content on their own blogs or websites.
Also, Google takes social links into account in website rankings. So make sure you include buttons to share for several most popular social networks.
5. Create inbound links throughout your website
An inbound link (also referred to as a backlink) is a hyperlink on a third-party web-page that points to a web-page on your site. Inbound links are commonly used by Google and other search engines as a main factor in determining the relevance of your site, so they are really important for achieving good SEO.
There are a number of tools you can use to see the inbound links pointing to your website. Google’s Webmaster Tools is a free tool you can use for this purpose.
6. Keep your website content fresh and creative
Search engines like unique content, and it is well suggested to often update the content on your website. Fresh and creative content can bring you concrete benefits. It can provide added value to customers and visitors to your website or viewers of content present elsewhere, which, in turn, will enhance your brand recognition and company reputation as a leader in your particular field.
Taking full advantages of these six B2B SEO tips above will help introduce more organic traffic to your B2B website as well as enhance its online awareness, helping grow your business in a more natural way without heavy cost.