B2B SEO: a successful SEO strategy with SmartKeyword

Are you involved in B2B online business and want to improve the visibility (and performance) of your sales channels? Test the B2B SEO strategy developed by SmartKeyword!

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+45% SEO traffic and +80 articles in 5 months

Alan explains how they were able to industrialise content production in 2 months.

Startup, B2B, Health sector

x2 on traffic in one year

Discover the results obtained by Privateaser thanks to the monitoring of competition, positioning and the detection of the best keywords on SmartKeyword.

Startup, B2B, Leisure sector, Marketplace

What is B2B SEO?

The business to business SEO is different from traditional SEO, although the goal is the same: to attract traffic. However, because you are addressing a specific audience (businesses, not people), you need to provide them with the right content. This requires an overall strategy, which we'll introduce to you right away.

Define your buyer persona based on customer knowledge

The first step in a good SEO strategy is to define your buyer persona. In marketing, the buyer persona is the typical representative of your target audience. This step is also important for a B2C strategy.

To characterise its profile, start by studying your current customers and prospects: their age? their social background? the reasons for their interest in your product or services? Their buying habits? It is important to answer all these questions (and more!) from the start.

Indeed, if you base your SEO strategy on a buyer persona that does not really correspond to your offer, you will certainly attract traffic, but you will not manage to convert it.

For online marketing, it is also important to study the current behaviour of your visitors and then adapt the UX (user experience) to their needs.

The main benefits of clearly defining one, or more, buyer personas are

  • Precise optimisation of the UX of your site for Internet users.
  • Automation / empowerment of the sales and conversion process.
  • A better conversion rate of your audience.
  • The basics of a good content strategy.
  • Better customer relations

The definition of a buyer persona is the basis of any successful B2B SEO strategy.

Have an optimised site and efficient product and service landing pages

The big difference between traditional SEO and B2B SEOis that the latter also aims to convert an audience. It's not just about attracting traffic. To achieve this, you need to optimise your site for conversion.

The navigation must be perfectly ergonomic, the internal linking coherent, and your product and service pages must respect the rules of marketing writing.

The basic rule is simple. You pose the main problem facing your buyer persona. Then you provide the ideal solution (your product or services). This is easier said than done, because an effective sales text must include storytelling and copywriting techniques that can only be learned with experience.

Targeting high value but low volume keywords (the long tail)

In business, you don't have an unlimited marketing budget. That's why, at SmartKeyword, our B2B SEO traffic acquisition strategy focuses primarily on realistic, yet rewarding goals.

We do not seek to place you on highly competitive and unprofitable generalist keywords, but on more confidential queries, where it is possible to be positioned in the first or top three of Google.

With this strategy adapted to your activity, you will be able to generate a lot of traffic thanks to the sum of all the queries. This mass of low-entry keywords represents 80% of the traffic from search engines. It is called the long tail (as opposed to the short tail which represents the 20% of ultra-competitive keywords), and it is your main target.

Create a resource centre with quality content adapted to the B2B buying journey (white papers, videos, case studies, infographics, etc.)

Once you have defined your buyers personas, optimised your site and landing pages, and set up your keyword strategy, it's time to get down to business: creating content and optimising each page of your site.

As you are addressing companies, you need to present a profile of expertise, and therefore content adapted to this profile. When writing your articles, you should therefore not skimp on high value-added content:

  • Infographic
  • Case study
  • presentation video
  • Testimonials
  • White Paper

All the tools that can establish your legitimacy with your customers and on Google should be used.

Furthermore, at SmartKeyword, we advise you to adapt the creation of your content, not only to your key momandings, but also to the B2B buying path buying journey.

To do this, you must answer the 3 types of requests made online with the content of each page: navigational, informational and transactional searches.

Analyse and measure performance

Once your B2B marketing strategy is in place, the work is not over. In fact, it is only just beginning. You now need to analyse and measure the performance of this strategy with different tools.

You should therefore define KPIs, or performance indicators, to further optimise your site and your pages and detect potential flaws. Among the main indicators, we can mention :

  • How fast your traffic increases.
  • The number of keywords on which you are number 1.
  • The conversion rate of your landing pages.
  • The bounce rate of your pages.

Our B2B SEO services

Now that you know the techniques for developing a good B2B SEO strategy, we present the services we offer to help you achieve your goals.

Keyword study

We call ourselves SmartKeyword because we pay particular attention to the study of keywords. Our goal? To provide you with a list of keywords:

  • tailored to your branding and your business;
  • with a good search volume/accessibility ratio;
  • which correspond to the 3 types of search: navigational, informational and transactional.

To find these keywords, we use several methods together. Brainstorming, competitor research, professional software.

SEO Audit

Our SEO audit is comprehensive and focuses on the 3 main areas of SEO:

  • Technical audit (crawl, Google Search Console coverage report).
  • Content or on-site audit (semantic field and synonyms, structure, tags).
  • Reputation audit and netlinking strategy (internal linking, domain authority).

With this comprehensive analysis, we also provide you with a list of recommendations to improve your performance in each area.

B2B content writing

At SmartKeyword, our rule for content writing is simple: one page = one keyword. This means that every piece of content we create is created to rank on search engines.

Our copywriting team adapts to each client to provide product pages, landing pages and B2B blog posts optimised :

  • of high editorial quality
  • that respect your editorial line and your brand
  • that convert

B2B Netlinking

Netlinking is essential for B2B SEO and SEO in general. In this area, our link building strategy is as follows:

  • we target your relevant pages for netlinking
  • we analyse competing pages to deduce the number of external links needed to rank
  • we select quality partner sites

Obviously, we do not choose backlinks at random. They must be efficient for your site and therefore have several characteristics:

  • be in your theme
  • have a good domain authority
  • attracting traffic

Why is referencing your site important?

The best branding in the world, quality services and word of mouth are not enough in digital marketing. To convert traffic, you must first attract it and therefore be visible on search engines. That's why it's essential to put in place a B2B SEO strategy strategy for your website's positioning.