When it comes to attracting customers to your site the journey of an SEO strategy is never going to be an overnight win although it can reap plenty of rewards. Compared with its more glamorous cousin twice removed; paid digital media, which can deliver instant results, the role of SEO is more like a long drawn out courtship. Looking at three core aspects of SEO; if technical activity is the mind boggling world of alt and H tagging within your site structure, then on page content and copy is the hygiene factor and off page link building and sharing is the hero element.
Combing all three to form an ongoing technical and content SEO strategy should go some way to ensuring your site ranks well. However in an event changing environment, especially thanks to those pesky kids at Google, it’s imperative to stick at it and keep on top of the main black and white colour animal changes that Google spits out (see Panda and Penguin articles).
All brands look at this in different ways but here are a few thoughts when looking at building a decent B2B SEO strategy.
How to resource SEO
Internal or external? Investment levels vs paid digital? All questions that need to be asked when planning on how this ongoing activity will be resourced in your business. Both will depend on how large your marketing team and investment is but some things to consider when making these decisions; does an agency truly understand your business and can easily write what may sometimes be highly technical content? Likewise would internal resource be able to commit to delivering an ongoing stream of high value content and understand the technical elements of SEO enough to garner the true benefits?
Quality vs Quantity
We’ve seen examples where blogs are written on a daily basis but with no true purpose or link to helping clients in their purchase decision. Simply rehashing a load of second hand content from all corners of the internet won’t do much to improve your authority with your audience. Think about what will help them and guide them to make a decision on key investments and keep it punchy; how to guides, case studies, videos, market reports etc can all help. Go for quality over quantity every time as more useful content will strike a better chord with your audience which by the way is always who you should be writing for, not Google!
Hero vs Hygiene
Hero campaigns can steal the glory when it comes to exciting SEO work (yes of course there is such a thing!!). If a hero campaign may take time to plan, research, develop and then syndicate to get links and people sharing then hygiene content can take a much simpler format in the guise of on page content, user guides, Q&A’s etc. However considering the hit and miss nature of hero campaigns if not executed correctly and the time and resource to activate, the much simpler option is hygiene. Take for example an accountancy firm who could spend months creating the mother of all industry future gazing reports but in that time how many simple tax guides could have been created? Balancing the two is key but don’t just go for the shiny hero’s all the time.
Think just as much about conversion
As great as your site may be at SEO and delivering good volumes of traffic, remember that this means nothing unless that traffic converts into a marketing qualified lead and then ultimately a paying customer. Look at how well your SEO traffic coverts and look for ways to improve site or page conversion through distinct call to actions and prominent messaging. Trying A/B split testing to see what type of content, messages and action points work best with the traffic and the roll those out site wide.
Hopefully these give a few good pointers on a starting point for B2B SEO but remember that Google only loves you if others love you first!