SEO Blueprint for Business-to-Business (B2B) in 2021: 7 Insights from Corporations Generating Over 2 Million Monthly Visits

SEO Blueprint for Business-to-Business (B2B) in 2021: 7 Insights from Corporations Generating Over 2 Million Monthly Visits

In today's digital landscape, a well-executed B2B SEO strategy is crucial for driving relevant, purchase-intent traffic to your website and converting visitors into paying customers. Here are some practical examples of effective B2B SEO strategies for 2021:

Targeting High Commercial Intent Keywords

One successful approach is to target high commercial intent keywords with specialized content. This could include competitor comparison pages, product pages focusing on specific software or industries, and expanding bottom-of-funnel (BOFU) blog content for purchase-intent keywords. A B2B SaaS client achieved a 186% increase in organic sessions and doubled demos from organic traffic by adopting this strategy [4].

Holistic Demand Generation

Combining SEO with paid media and content marketing can lead to impressive results. For instance, a landscaping SaaS grew its Annual Recurring Revenue (ARR) by 50% in two years, while a cybersecurity SaaS increased enterprise sign-ups by 68% in 100 days by integrating Google Ads, LinkedIn Ads, and organic search efforts [1].

Utilizing Webinars and Industry Leadership Events

Webinars and industry leadership events can serve as valuable SEO assets. By conducting keyword research for event titles and descriptions, using appropriate schema markup, including video transcripts, and repurposing webinar content, businesses can build authority, drive traffic, and attract backlinks.

Optimizing Site Architecture and Internal Linking

Improving crawlability and relevance is another key aspect of B2B SEO. For example, Sodexo’s B2B SEO focused on a detailed site structure that connected category pages with location pages, improving organic search presence for event and venue-related queries [3].

Publishing Gated Whitepapers and Email Newsletters

Establishing authority and nurturing leads over time is achievable through publishing gated whitepapers and email newsletters. Whitepapers with original data and expert insights serve as valuable lead magnets, while newsletters keep prospects engaged and drive them back to website content or conversion points [5].

Additional Elements of Winning Strategies

Other essential elements of winning B2B SEO strategies include conducting SEO gap and competitive analyses to identify keyword and content opportunities, prioritizing SEO implementations based on ROI and conversion potential rather than only top-of-funnel traffic, and leveraging off-page SEO tactics such as guest posting, podcasts guesting, and event promotion to generate backlinks and SERP features [2].

The Importance of Content Refresh and Regular Audits

Refreshing content regularly is crucial for maintaining relevance and avoiding content decay, as all content eventually loses traffic over time. Ahrefs spends a significant amount of time refreshing old posts to keep their content relevant and up-to-date [3]. A content audit every month can help identify pieces that need an update and refresh old content to keep it current.

The Power of Video Content

Video content is an essential part of a B2B SEO strategy, as it can contribute to increased SEO rankings, traffic, and conversions. Wistia discovered that having videos on a webpage can lead to a 10.6% increase in organic traffic [5]. It's recommended to optimize existing video content for search, including choosing a good platform to host videos, adding video transcripts, using the right titles and tags, and including thumbnail images.

The Role of B2B SEO in Attracting Customers

B2B SEO is the practice of meeting a potential customer when they're looking for a product, service, or researching a company. By focusing on business potential when evaluating keywords, businesses can attract customers who are more likely to convert [6]. B2B companies generate twice as much revenue from organic traffic than channels like social media and email [7].

In conclusion, a successful B2B SEO strategy combines technical SEO, content marketing, paid media, and event promotion in an integrated approach. By implementing these strategies, businesses can drive relevant, purchase-intent traffic and convert visitors into customers.

1. To boost organic sessions and double demos from organic traffic, a B2B SaaS client targeted high commercial intent keywords with specialized content, such as competitor comparison pages, product pages for specific industries, and bottom-of-funnel blog content for purchase-intent keywords.
2. A landscaping SaaS increased its Annual Recurring Revenue (ARR) by 50% in two years, while a cybersecurity SaaS increased enterprise sign-ups by 68% in 100 days due to the integration of SEO, paid media, and content marketing efforts.
3. Webinars and industry leadership events can be valuable SEO assets, building authority, driving traffic, and attracting backlinks when properly optimized with keyword research, schema markup, video transcripts, and content repurposing.
4. Sodexo's B2B SEO improved organic search presence for event and venue-related queries by implementing a detailed site structure that connects category pages with location pages, focusing on crawlability and relevance.
5. Establishing authority and nurturing leads over time can be achieved by publishing gated whitepapers and email newsletters, as these serve as valuable lead magnets and keep prospects engaged with your website content or conversion points.

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