Making your b2b site rank in Google means - one - consistently creating meaningful high quality content that sets out to make a real difference for your audience. And - two - playing nice with all of Google’s technical and quantitative requirements.
You need 5 buildings blocks to make this work.
Get those right, and all else will follow.
But before we start: take a look at a regular search engine result page (SERP).
The answers you get might look like a qualitative selection, and they can be. But for SEO, it’s good to remember that the list of websites Google presents to you is still the result of a quantitative analysis.
So however good your content is: you’ll have to add a lot of quantitative elements to make Google find and love your hard work. Any compromise will affect your ranking.
Okay? Let’s get to work. We’ve got a lot to do.
Search engine optimisation is a means, not a goal. Better SEO ranking should lead to more visitors, leading to, well, more and better leads.
This makes your 'story' crucial. It’s why people would find and come to your site in the first place. Your approach should be to publish content that sets out
Maintaining and managing an SEO-driven b2b content platform then involves:
Despite clickbait claims that keywords and SEO should be dead: they’re not.
You still need keywords to let Google know what your pages are all about, and to come up as answer to relevant search queries.
Better even: keywords are not dead, the're even more alive than ever because you’ve been given more room: you have more freedom in how you use your keyword phrases on your pages - though you should still work within a solid keyword frame.
The good news is: we’re in B2B. The whole world is not massively looking for self-regulating cable technology, just to name one product (sorry, Pentair).
This means it’s rather unlikely we would we targeting high-volume and high-competition keyword phrases. In B2B, we’re in the long tail of search, like we call it. So, more chance of success for us.
Build a keyword strategy around your most important, relevant search phrases and target them in your best blog posts: they’re your corner stone content. Those are your lead generators.
Other related keyword-sensitive blogposts should circle around them and link to those corner stones. The results are different thematic clusters, each with a highly magnetic post in the middle.
This is how you tackle your internal link building strategy.
Now for some classic SEO. Make sure you put your keywords in all the proper places, like in your:
Remember to keep it natural: you don’t have to use the search phrases you come up with literally in your copy, and don’t overdo it in terms of volume.
Google is smart enough to figure out from natural writing with natural keyword variation and density what your content is all about.
People hardly use natural language in search bars, right? And forced SEO writing is bad writing. It alienates and scares people (yes, it does).
Relevant links from sites Google considers valuable (newspapers, academics, official institutes…) is what makes your site rank. It improves your domain and page authority, which you need to give your site search credibility.
The more fine links coming in, the better: so you need a solid link building strategy. Gone are the days, though, where you email or – god forbid – pay to get links happening.
If your content is really good, like you set out to do, it should help your PR to make waves and make it known to your audience. This should give you proper links in the long run.
Social is another way to get known, build a reputation for high value content and get links to your site in the end. If your colleagues are active on social media, make sure they help you to get the message out there.
How? See block 4.
This kind of long-term SEO effort makes absolutely no sense without data. You have to be able to properly measure what you’re are doing, what works, what doesn’t, where you have to optimize and what your ROI is.
You need objective tools for that. For example:
Quite boring, yes. The SEO tech checklist goes on and on. But don’t play by the rules and your content won’t rank. Just to name a few:
Well, this is hardly a surprise, isn’t it? Since Google no longer provides you with the exact keywords people find your page with when they’re logged in into Google, you’ll have to pay to get additional insight.
Paid search (SEA) gives you an idea of phrases that do well, despite the fact that they’re more likely to work better when more ‘exact’, so close to your product and used by people already considering or deciding to buy.
Getting more reach on social media by paying for ads and sponsored updates is needed in most cases too, unless you have already built a solid social presence.
Maintaining your own b2b content platform?
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