Search Engine Positioning: The B2B Rules All Companies Must Follow
Posted: Tue Dec 03, 2024 6:47 am
Search engine positioning is a fundamental strategy for B2B companies
SEO alone may not be enough to position a content in the SERP
SEO must be supported by the value that a customer attributes over time
The B2B customer journey is divided into three stages: awareness, consideration and decision.
It is important to monitor and measure the results of content strategies and make adjustments
Search Engine Optimization (SEO), also known as SEO or Search Engine Optimization , is recognized as a fundamental strategy for companies that want to increase their online visibility and reach their target customers.
SEO optimization of the site (of its structure, its contents and internal and external links) allows it to be positioned higher and more pertinently in the search results pages, the SERPs (Search Engine Result Pages).
SEO is not an activity to be implemented individually. It is actually part of the digital marketing strategy and has as its objective the visibility of pages and websites in the organic search results (i.e. natural and not paid) of search engines such as Google or Bing.
According to an Accenture research that analyzed the value of digital estonia whatsapp number data 5 million channels for B2B sales , 79% of revenues come from digital and 98% of B2B buyers do more than one online search before making a purchase. These numbers cannot be ignored.
SEO: part of digital marketing
With SEO, which is part of the entire marketing strategy, and the positioning of keywords in the SERP pages, it is possible to increase the visibility of the website to attract qualified traffic, improve online reputation and increase sales and turnover.
SEO integrates with other digital marketing strategies, such as social media management, online advertising, and email marketing, helping to optimize the entire digital presence of a business or brand.
But to get the most out of your SEO strategy, you need to remember the main rule: SEO alone may not be enough to position a content in the SERP .
Not only SEO but also Customer Life Time Value
One of the reasons why SEO alone may not be enough to achieve the results desired by a company is related to the concept of Life Time Value or Customer Life Time Value (CLV).
This metric measures the value a customer brings over time , not just with the first purchase, but with subsequent purchases. Therefore, it refers to contacts that are useful for conversion.
Says Simone Righini, Head of Growth Digital360 Hub: «The quality of the product or brand does not directly influence marketing, but a customer returns thanks to marketing».
In essence, Righini tells us, if a company does not establish a relationship of trust with its customers, it will not be able to go very far. Even if it has a beautiful and well-optimized website, full of quality content and with accurate technical SEO, that is, with good page architecture, link structure, excellent loading speed, correct page indexing or mobile usability.
The Value of the Unique Value Proposition
In fact, in the graph shown above, you can see the wording “Unique Value Proposition” at the top left, which consists of the company communicating its values and its experience in a way that is useful to the customer.
It is important that the entrepreneur or company open up and explain what they can do and how they do it in a clear and engaging way, establishing a relationship of trust with the customer .
What is your unique value proposition? The SEO Brief reveals it
In the digital marketing projects that we follow with our clients in Digital360Hub, we also offer our clients, together with the SEO Brief (the interview that allows us to get to know the company), a small questionnaire , with the aim of bringing out the Unique Value Proposition.
At the heart of the questionnaire is the request to provide the company's "identity card", with as many details as possible. For example, among the proposed questions are:
We are not looking for self-referentiality but for concrete, real and genuine answers , to be
SEO alone may not be enough to position a content in the SERP
SEO must be supported by the value that a customer attributes over time
The B2B customer journey is divided into three stages: awareness, consideration and decision.
It is important to monitor and measure the results of content strategies and make adjustments
Search Engine Optimization (SEO), also known as SEO or Search Engine Optimization , is recognized as a fundamental strategy for companies that want to increase their online visibility and reach their target customers.
SEO optimization of the site (of its structure, its contents and internal and external links) allows it to be positioned higher and more pertinently in the search results pages, the SERPs (Search Engine Result Pages).
SEO is not an activity to be implemented individually. It is actually part of the digital marketing strategy and has as its objective the visibility of pages and websites in the organic search results (i.e. natural and not paid) of search engines such as Google or Bing.
According to an Accenture research that analyzed the value of digital estonia whatsapp number data 5 million channels for B2B sales , 79% of revenues come from digital and 98% of B2B buyers do more than one online search before making a purchase. These numbers cannot be ignored.
SEO: part of digital marketing
With SEO, which is part of the entire marketing strategy, and the positioning of keywords in the SERP pages, it is possible to increase the visibility of the website to attract qualified traffic, improve online reputation and increase sales and turnover.
SEO integrates with other digital marketing strategies, such as social media management, online advertising, and email marketing, helping to optimize the entire digital presence of a business or brand.
But to get the most out of your SEO strategy, you need to remember the main rule: SEO alone may not be enough to position a content in the SERP .
Not only SEO but also Customer Life Time Value
One of the reasons why SEO alone may not be enough to achieve the results desired by a company is related to the concept of Life Time Value or Customer Life Time Value (CLV).
This metric measures the value a customer brings over time , not just with the first purchase, but with subsequent purchases. Therefore, it refers to contacts that are useful for conversion.
Says Simone Righini, Head of Growth Digital360 Hub: «The quality of the product or brand does not directly influence marketing, but a customer returns thanks to marketing».
In essence, Righini tells us, if a company does not establish a relationship of trust with its customers, it will not be able to go very far. Even if it has a beautiful and well-optimized website, full of quality content and with accurate technical SEO, that is, with good page architecture, link structure, excellent loading speed, correct page indexing or mobile usability.
The Value of the Unique Value Proposition
In fact, in the graph shown above, you can see the wording “Unique Value Proposition” at the top left, which consists of the company communicating its values and its experience in a way that is useful to the customer.
It is important that the entrepreneur or company open up and explain what they can do and how they do it in a clear and engaging way, establishing a relationship of trust with the customer .
What is your unique value proposition? The SEO Brief reveals it
In the digital marketing projects that we follow with our clients in Digital360Hub, we also offer our clients, together with the SEO Brief (the interview that allows us to get to know the company), a small questionnaire , with the aim of bringing out the Unique Value Proposition.
At the heart of the questionnaire is the request to provide the company's "identity card", with as many details as possible. For example, among the proposed questions are:
We are not looking for self-referentiality but for concrete, real and genuine answers , to be