The Savvy B2B Marketer's Playbook for Crafting a Winning SEO Strategy
You've crafted an outstanding piece of content, but did you pause to think about how people might search to find it? Will it ever bring quality traffic to your site? We're here to answer these questions and more. Join us as we unveil the secrets of developing an effective B2B SEO strategy, and let's make your content stand out in a crowd.
The Essence of SEO
Let's get one thing straight - the aim of SEO isn't merely to snatch the #1 rank for every keyword you target. It's about building trust with Google and understanding how to engage in a meaningful conversation. While it's fantastic to rank first for a crucial keyword, what truly matters is showcasing your expertise, asserting your authority on the content, and protecting Google's users. This authority is your golden ticket to Google's trust.
Google can sense when content creators are obsessed with search ranking. So, how do you work towards becoming a respected expert? Networking and collaborating with industry peers is an excellent starting point. Backlinking, the art of earning links from third parties to your content, is a proven and powerful SEO strategy. By supporting each other's content, you not only strengthen your mutual authority but also reinforce Google's trust in your expertise. Now, let's explore other steps to enhance your SEO strategy.
Laying the SEO Foundation: Audit and Assess
Before you embark on any plan, it's vital to step back and examine the big picture. Are things functioning as they should? Are there any obstacles that could hinder your future efforts, causing you to work twice as hard for the same results?
You might already be ranking for keywords simply by having a smidgen of content on your site. Conducting an audit can pinpoint potential technical risks and help you sidestep pitfalls. With foresight, an audit can guide your major decisions regarding the digital landscape and your current standing.
The Three Pillars of SEO
Expertise, authority, and trust are the cornerstones of on-page, off-page, and technical SEO. Keep these in mind while auditing and assessing your SEO strategy.
Demonstrate your expertise through your on-page SEO or published content. Ask yourself how well you understand your industry's subject matter and related topics.
Establish authority through both off-page and on-page SEO practices, which encompass a broader view of your web presence. Assess your networking prowess, partnerships, affiliate programs, content credibility, and the quality of your internal linking strategy.
Trust is synonymous with technical SEO. Are you employing the right tactics to convince Google that you can be trusted with its users? Google's trust in you directly impacts its customers' trust in the search engine. If Google ranks low-quality content highly, their authority and expertise are called into question.
B2B SEO Tactics to Implement
Launching an effective SEO strategy doesn't have to be an uphill battle. Here's a checklist of easy-to-implement SEO tasks:
- Engage industry-specific B2B content writers with deep knowledge of their subjects. Invite experts and thought leaders to contribute.
- Make your content digestible, considering length, flow, and complexity. Google values content that caters to readers' needs.
- Set up Search Console and Analytics for effective tracking and a clear performance picture.
- Start with smaller keywords, leaving the big ones for the heavyweights.
- Regularly audit and assess your approach, adapting to what works over time.
- Allow six months before making significant strategy changes to evaluate content performance.
- Study your competitors' SEO efforts, capitalizing on their successes and avoiding their missteps.
- Always remember your core SEO pillars: Expertise, authority and trust.
Need help starting or expanding your B2B SEO strategy? The experts at Beacon Digital Marketing are here to help. Get in touch with us!
Liz is our SEO leader, advising Beacon Digital clients on everything related to on-page, technical and off-page SEO. Prior to joining Beacon, she was the SEO Manager for an LA-based SEO specialty agency, where she managed dozens of client relationships, executing strategy, selling services, and coaching on tactics. She has also held roles in SEO Sales, and her technical and content backgrounds spans a variety of industries. She has a bachelors degree in urban studies from Hunter College, and she currently resides in New York City.