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:
- Case study
- presentation video
- 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.