About 80% of B2B (business-to-business) purchase cycles start with a web search, and 60% of B2B marketers say Search Engine Optimization (SEO) has the biggest impact on lead generation.
Search engine optimization (SEO) is extremely vital for any company with an online presence, but particularly for B2B companies and organizations because often B2B businesses are selling large products and services that cannot be brought online. When these companies do SEO, they need to work hard to engage online users so that they will contact them offline to complete a sale. However, it’s not easy to project for the year to come in the world of SEO, and techniques and strategies are always subject to change because of a variety of factors like algorithm updates, changing user behavior, industry findings, new platforms and more. So, Here are some essential best tips to help improve your SEO strategy in 2017 and upcoming year.
1. Go for High-Quality Landing Pages
You never overlook the importance of a well-constructed landing page to generate leads and improve conversions. The best place to know if your landing pages are high quality is by looking at how many people link to your pages and/or share them on social media platforms like Facebook, Twitter, etc. If you have a few existing pages that are generating links, then replicate this strategy across all website pages.
2. Use A CMS
A key factor in SEO is keeping the web content fresh and up to date. Build your site on a CMS (content management system) so that you can make updates yourself. A CMS lets you keep your content updated right from posting blogs, overhauling the content on your services page to changing out images.
3. Mobile First Approach
These days, most of the businesses are building their website with latest technologies and have responsive website design (RWD). Do you know Google is giving preference to mobile space because a large majority of people are accessing sites from mobile and tablets? Therefore, consider certain design elements like font size, site structure, navigation, conversion optimization, content load times and multimedia content.
4. Optimize Meta Data
To write unique page titles & meta descriptions for each landing page, you should use your keyword strategy. For search engine visibility, Keyword placement in the page title is very significant Using keywords in the meta description is one of the best SEO best practices for B2B to increase click through rates and help distinguish your listing from others.
5. Fix Duplicate Content Issues
Do you know a major issue with almost every e-commerce site is Duplicate content? Because category pages generally only contain lists of products found in that category, but no other content on the page. So, the search engine robots can not tell the difference, as a result flag your website for duplicate content. Therefore, add unique content (150 words to 300 words) in each category, and be sure that any text is included as an overlay if you are using larger header images.
6. Use Of Schema Markup
Schema markup is a form of microdata, once added to a web page, it creates an enhanced description, which appears in search results. Today, major enterprises and local businesses are focusing more on Schema markup to show their company information with social profiles in the knowledge graph. Latest SEO practices like Rich Snippets, AMP results, local businesses listings and reviews are picking up slowly momentum nowadays. The schema is used For Businesses and organizations, Events, People, Products, Reviews, and Videos.
7. Security For The Website
Remember, websites with good security will surely gain the trust of visitors and by which their rankings would be increased in Google and other search engines. Google started using HTTPS as a ranking parameter through which it provides a high preference for “https URLs” by indexing default.