Are you worried that your B2B website’s traffic is not increasing? It may be because you have not properly optimized it for search engines. Search engines index not only the text but also images, videos, and local listings. The ranking on the search engine results page is a universal blend of all the content a search engine gathers from your website. Therefore, you must include various types of content within it for your B2B website to rank higher. There are multiple ways to optimize the content and your website to attract more organic traffic.
B2B SEO Essential Tips for Optimizing your Website
Clear navigation
Many people often overlook navigation when developing or designing a website. They focus their energy on aspects like the layout, theme, and color scheme. They forget the other essential elements like the responsiveness, optimization of the webpage, and navigation.
Before proceeding with a website’s design and layout, ensure that you have its structure. It helps you develop a website that the users and search engine crawlers can navigate and get what they are searching for. Among the essential elements of a website is its navigation. It forms the basis of how the visitors to your website browse around your site. Nobody prefers to dig around a website searching for information that you would have included in the navigation. Making a website in a way that helps the users easily find what they are looking for provides a pleasant experience to users. It ensures that you keep the visitors to your B2B site, increasing organic traffic and ultimately sales.
Including a call to action in your B2B website
B2B websites that are outdated, predominantly outbound, or not following the inbound marketing method have one primary call to action all over them, contact us. Such a CTA is a relic widely used in the past (10-15) years ago. In those ages, the salesperson wielded all the power in all processes of sales engagement. Speaking to the sales team was not an option if you needed to enquire about a service or a product. Today, you interact with a salesperson much later in the sales cycle. They show up when you show the prospect to buy. Thus, customers take time researching the service or a product on the B2B website, going through reviews, and comment sections, trying to see if you can solve their issue. Contact Us call to action can be associated with a negative connotation. Therefore, having appealing CTAs that encourage action more diplomatically can create more sales and ensure that you are well ranked on the search engine results page favorably. Such call to action includes, among others, Find Out More and Download now. A good CTA should cater to people at all stages in the sales cycle who use the research to educate themselves. It does not mean that there is no time or place to fix contact us CTA. However, it best serves those people at the bottom portion of the sales cycle.
Creating and publishing high-quality content
High-quality and relevant content form the backbone of any successful digital marketing strategy. Customers expect to find information online relating to a service or a product. Through blogs, reviews, comments, case studies, and eBooks, a customer can make an informed purchase decision. To optimize your B2B website, content can have the following attributes;
Various forms: Content can exist in multiple forms like videos, audio, images, and animations. You can use any form on your B2B website to increase its ranks on the SERP. Search engine crawlers look for various types of content and their relevance.
Comprehensiveness: your content should explain the product details that you aim to market on your B2B website. It allows the users to be content and decide before they leave your website. Thus, the CTR rate increases, which is a metric used in ranking web pages.
Latest information and technologies: another way to optimize your website using content is by posting content from the latest events and technologies. It keeps your website ahead of the curve, ensuring a higher rank in the SERP.
Clear website messaging
B2B websites often have unclear messages, especially those dealing in the technology industry. When we open a link in some of these websites, read the mission statement and a few more lines, it leaves us more confused than we had come. We end up wondering, what are you probably talking about. For proper optimization and rank higher in the SERP, ensure the messaging on your B2B website is on point. Search engine crawlers, just like any other user, have to understand the context of your message for them to rank it accordingly. Make sure not to use too much jargon on your B2B website. To present it understandably, condense the text into a few words while also ensuring that it is still comprehensive.
Having many forms and landing pages
Being a feature of the B2B website, a landing page is one of the best ways to optimize the website. With your B2B website having more landing pages, you can generate more inbound leads. The primary purpose of a landing page is to ensure that there are conversations on your website. A landing page advertises a specific service, product, or content offer. You can only get it after completing a form. Therefore, you are left with customer data; you can then use such data to nurture the customers until they become prospective buyers.
Responsiveness
The world has become more and more mobile-first. Mobile search exceeded searches on the desktop for the first time in 2015.
According to Statista, the use of mobile devices in surfing the internet is well above 50% of worldwide website traffic. To optimize your website for B2B, ensure it responds to various viewports. A user does not need to keep enlarging the text by pinching because you have only optimized it for desktop.
Conclusion
To generate more sales, have a higher ranking on the SERP, you need to optimize your B2B website for SEO. Ensure that you follow the methods above to ensure a better rank. Regularly publish the latest and comprehensive content. Your users will enjoy the experience that will make them repeat customers.
