5 B2B SEO Strategies to Skyrocket your Conversions in 2019! [LATEST STATS + INFOGRAPHIC]
SEO (Search Engine Optimisation) is a proven high-ROI strategy, especially when it comes to B2B (Business to Business) companies. This is primarily due to the fact that a buyer usually buys the product or service for the entire company, and the average transaction value is much higher than the average B2C (Business to Consumer) transaction. Hence, optimizing one’s website for better conversion has a much greater impact for a single B2B sale, as compared to B2C.
Debates have been raging as to whether SEO is still relevant in today’s times. Here are some statistics that offer you some context on the state of SEO today and why it is still important:
- Organic SEO is about 5.66 times better than paid search ads. (New Media Campaigns, 2018) (Source: HubSpot)
- 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. (Junto)
- 45% of enterprises are investing more than $20,000 on SEO every month. (BlueCorona).
- 51 percent of all website traffic comes from organic search, 10 percent from paid search, 5 percent for social, and 34 percent from all other sources. (BrightEdge) (via SearchEngineJournal)
- Over 40 percent of revenue is captured by organic traffic. (BrightEdge) (via SearchEngineJournal)
- 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. (HubSpot)
- The total SEO spend in the US in 2018 was around $75 billion, a 557% increase from the SEO spend in 2008. (Statista)
Clearly, these stats show that SEO is anything but dead.
There has been a lot of discussion on the importance of SEO for B2C sites, however, its relevance in the B2B space is relatively under-discussed. In this article, we bring to you a comprehensive study of B2B SEO, presenting relevant stats and strategies that you can use to better understand the space, and then shoot up your conversions in 2019!
Here’s an infographic highlighting the 5 most important aspects from a B2B SEO perspective, showing you the most relevant stats and also presenting strategies that are sure to improve your bottom-line in the long run:
B2B SEO in 2019 Infographic
- B2B (business-to-business) marketers receive 67% more leads if they have a blog. (BlueCorona)
- B2B companies that blogged 11+ times per month had almost three times more traffic than those blogging 0-1 times per month. (HubSpot)
- 47% of buyers viewed 3-5 pieces of content before engaging with a sales representative. (HubSpot)
- 43% of B2B marketers say blogging is their most important type of content. (HubSpot)
- 39% of the marketing budget is spent on content marketing by the most effective B2B marketers. (Neil Patel)
Strategies to produce high-quality, relevant content
1. Publish regular, quality content on your website
As basic as it sounds, the second statistic above shows it is super important to create a good volume of content in order to rank.
2. Use tools like BuzzSumo to find the newest topics in your niche
BuzzSumo’s Content Analyzer Tool lets you see content related to your niche which has been gaining popularity in the last week or even in the last 24 hrs.
Since the topic is very new, you can use all this information to create content from a unique perspective so as to capitalize on the trend and get a higher number of social shares/backlinks.
3. Segment your audience with Google Analytics data, build reader profiles
With constant developments in Google Analytics, it is possible to segment and understand your audience in multiple views. The audience can be classified on the basis of:
- Demographics (Age, gender)
- Technology (Tells about Browser, OS, Network used to access the site)
- Behaviour (New vs. Returning, Frequency of sessions & engagement metrics)
- Date of First Visit
- Traffic Sources (Mobile, Desktop, Tablet)
- Geography (Language & Location)
Based on all this data, you have the ability to understand your audience much more deeply, and hence create tailor-made content catering to drive higher engagement.
For example, from the above data for a sample website, we can easily make out that the majority of users access the site through Chrome and Android Webview. Therefore, it makes sense to optimize and concentrate on these 2 mediums.
2. Optimize for long-tail keywords
- Long-tail keywords are 70% of all web searches. (Neil Patel)
- 50% of search queries are four words or longer. (ImpactBND)
- Long-tail keywords convert 2.5x better than head keywords. (Neil Patel)
- The average conversion rate for long-tail keywords is 36% (Neil Patel)
- Pages optimized for long tail keywords move up 11 positions on an average (compared to 5 positions for head keywords). (CWS)
Strategies to improve ranking for long-tail keywords
1. Find high search volume Keywords related to your core Keyword.
Use tools like Google Trends, SEMRush and AHRefs to learn about the high-volume long-tail KWs related to your core KW. Find the ones which are the most relevant for your content and also have decent volume. Arrange them in the title to rank for more queries and in return get more traffic.
2. Optimize for Google search suggestions for your KW, ‘Searches related to X’ box at the bottom.
For any query, Google shows the ‘Related Searches’ widget at the bottom, which provides a big clue as to what are the related high-volume KWs people search for. If your article covers those topics, try to have 1-2 of those KWs in your title tag.
3. Optimize for common questions/discussions around your topic. Use Quora, Reddit, etc. to find them.
Keyworddit is a tool which allows you to see the most popular topics within a particular Subreddit. (Shoutout to BackLinko for the information).
Just enter a popular subreddit, and the related topics come up with their search volume.
3. Site Load Speed is Important
- Sites that load in five seconds (compared to those that load in 19) see 70% longer average sessions. (Google)
- 47% of consumers expect a web page to load in 2 seconds or less. (Neil Patel)
- A 1-second delay in page response can result in a 7% reduction in conversions. (Neil Patel)
- 53% of mobile site visitors leave a page taking more than 3 seconds to load. (Google)
- As page load speed goes from 1s to 5s, the probability of bounce increases by 90%. (Google)
Strategies to improve site load speed
1. Check your page speed at Google’s Pagespeed Tool (both mobile and desktop)
Follow the recommendations given by the tool. Run the page speed test on your web pages, and implement the changes suggested by the two.
2. Reduce redirects
The higher the number of Redirects it takes to get to a page, the slower the loading speed of the page. In addition to reducing page speed considerably, this is especially harmful to SEO in another way as the web crawlers find it more and more difficult to access the page.
3. Use content distribution networks
4. Optimize Images (use PNG or JPEG only)
Images are relatively heavier, and take more time to load. It is essential to use the right format for the right kind of images to ensure fast load speeds. We suggest you use
- JPG for rich photographs and illustration
- PNG for graphics having fewer than 16 colors
- SVG for logos and icons
- Use responsive images
- Reduce file size
- Add alt text (doesn’t speed up the site but improves SEO)
- Use Structured Data
4. Thought Leadership Content
Thought Leadership broadly means that you provide your audience with the best content with deeply researched answers to topics and questions which are the most relevant for them.
- 96% of B2B buyers want content with more input from industry thought leaders. (Hubspot)
- 35% of B2B buyers are spending about 1-3 hours per week reviewing thought leadership content. (Edelman)
- About 50% of B2B marketers believe thought leadership builds trust in their organization. But among actual buyers, that number is more like 83%. (LinkedIn)
- 47% CXOs and decision-makers said such content had a direct impact on awarding business. (LinkedIn)
- 33% of B2B buyers had removed a company from consideration based on its thought leadership output. (LinkedIn)
Strategies to produce thought leadership content
1. Run Quantitative Analysis
If you have large data available with you, run a quantitative analysis. Then, communicate your findings in the form of a story, presenting it in a visually pleasing manner in the form of a comprehensive report/infographic/interactive web page.
2. Interview thought leaders from the industry
Pick a topic of high relevance and debate, and leverage your industry connections to interview a number of top executives and authorities, and then present these findings to show where these opinions and perspectives point to.
3. Interview thought leaders from your own company
If you’re part of a company having some well-respected industry experts, do a thorough interview with them on a topic of high relevance. The advantage in this method is that it is more probable that the interaction is more detailed and in-depth, and hence, more beneficial for the reader.
5. Customer Reviews
- For 92% of B2B buyers, the probability of buying increases after reading a trusted review (G2 Crowd and Heinz Marketing)
- 67% of B2B buyers rated peer reviews as crucial when making a purchase (Demand Gen Report)
- 67% of B2B buyers prefer seeing a mix of both positive and negative reviews (G2 Crowd and Heinz Marketing)
- 72% of B2B buyers were of the opinion that negative reviews offer greater depth and insight into a product (G2 Crowd and Heinz Marketing)
- 68% of directors and VPs purchasing B2B products said they would like to see 11-50 reviews. (G2 Crowd)
Strategies to increase customer reviews for your product or service
1. Ask customers who have used the product
Some customers may have liked the product but have not written any review about it. Ask them to write one.
2. Approach only your best customers
It is normally a good idea to get a majority of your reviews from satisfied customers who have good things to say about you, rather than those who didn’t have a very good experience.
3. At the same time, encourage genuine reviews
Don’t only go after positive reviews and deliberately remove the negatives, as even B2B customers realize there are bound to be some negative reviews even for the best products, and even appreciate their presence (as proven by above stats). Hence, the best thing to do is to get real, genuine reviews, even if they contain some negative feedback.
4. Make use of Advocate Marketing Softwares
Advocate Marketing Softwares help improve your reach leveraging your existing customer base. These software collect and track reviews, and reward referrals submitted by your happy customers. Using this software to get referrals can give a boost to the sales pipeline.
With all this data and actionable information, we are confident that you can win at the B2B SEO game, improve your conversion rates and achieve bigger gains in 2019!