Most B2B marketers understand that while there are many B2C tactics they can partially adopt, they can never do so completely.
Nonetheless, far too many still totally rely on SEO tactics that clearly fit B2C companies best. Until they make the switch to understanding how to use B2B SEO, their dreams of massive traffic will never come true.
The 3 Most Important Differences Between B2C and B2B SEO
Like so many things where B2B and B2C marketing is concerned, there is definitely a lot of overlap when it comes to SEO.
Still, it’s vital that you understand the three ways B2B SEO tactics differ from the kinds B2C marketers use.
1. B2B Blog Posts May Not Always Rank Highest in Google
For years, the adherents of content marketing were squarely in the world of B2C. It was thought that blog posts – much less, social media posts – would never interest B2B buyers.
Of course, that has since changed.
Unfortunately, many B2B content marketers now only create blog posts. The problem is that these posts don’t always rank well in Google. Even when B2B SEO best practices are followed, there are times when Google won’t rank your blog post because it understands that most people searching for that topic are actually ready to buy.
For example, if you search for “fulfillment center logistics”, you’ll see that the first page is full of blog posts.
However, if you search for “fulfillment center logistics software”, you’ll notice webpages that actually sell the product begin to take over.
In B2C industries, it tends to be more one or the other. People don’t need blog posts to know they need a new mattress, for example. They’re more apt to read some reviews and then make a purchase. However, they may read several blog posts – or watch several videos – before hiring a personal trainer.
For B2B, figure out what types of content work best for each keyword you are trying to rank for, and then create those assets accordingly.
2. Searches Are Being Conducted by Several Different People
Similarly, your B2B SEO strategy needs to reflect the fact that more than one person is most likely conducting searches to find the solution their company needs.
If you offer managed IT solutions, you might create blog posts and webpages for CTOs or heads of IT departments. That would make sense, but what about the CFO? Maybe it’s actually a consultant who’s in charge of contracting out this important work.
That will affect the kinds of content you create. In fact, you may find that it makes sense to create different blog posts and webpages around the same keywords in order to reflect the many different people who may be searching for them.
This is practically never the case in B2C SEO. If you decide you need a new watch, you’re most likely the only person involved in that decision. Even if you ask your partner or friends for feedback, you’re the one who’s going to be doing all the searching.
3. Longtail Keywords Are a Must
In B2C SEO, you’ll find way more examples of branded keywords working best to drive traffic. For example, an e-commerce company that sells basketball shoes will want to rank for all kinds of keywords that include “Nike”, “Reebok”, “Adidas”, etc.
The same opportunities tend to not exist quite as much for B2B companies. When they do, it’s almost always necessary to pick a long-term keyword that will add to the branded product or service.
For example, if your company is a reseller of another vendor’s products, it would probably be great to rank for a keyword that precisely describes it (e.g. “Cisco OpenRoaming”).
Unfortunately, even though you’re licensed to sell it, most of the traffic for that keyword will probably go to Cisco. The other spots will be highly competitive, too.
Instead, find a longtail alternative that will give you a better shot at the first page. Ideally, you want one that reflects buying intent, too, so that ranking will turn into greater conversions, as well.
Turning B2B SEO Traffic into Instant Conversions
Until you understand how B2C and B2B SEO is different, you’ll always see mixed results. Of course, making this distinction can also be a daunting challenge. The switch to strictly B2B SEO will give you better results, but it may also mean starting over from scratch in many cases.
The good news is that we can help you turn your newfound B2B traffic into instant leads. In fact, at Hushly, we’ve designed a platform that will produce a 51% increase to your current lead-gen and ABM conversions. We actually guarantee it.
If you’d like to see proof of our platform in action, just contact us today.