Continuing on the in my reset series, today we’ll be taking a look at the infamous topic SEO.
SEO has always been the marketing world’s sweetheart and this popularity shows no signs of waning. Even in the B2B marketing space, SEO is recognized as a vital component of content marketing.
In fact, research from Impact found that as much as 61% of marketers have set improving their SEO and building a solid online audience as their main priorities.
And so, if you fall into this bracket, you’ll need some actionable SEO tips to ensure your content gets noticed.
Let’s hop straight into some useful pointers to bolster your B2B content’s SEO.
Aim for Keywords with High Purchase Intent
The value of longtail keywords can’t be overstated. In fact, research has revealed that 50% of search queries are four words or longer and they have a click-through rate that’s 3 to 5% higher than regular keywords.
So, if one thing is clear, it’s tat longtail keywords are the ones you should go after to have a good shot at ranking in the search engines.
But, if your main goal is to use content marketing to increase your conversions, you can step things up a notch by targeting keywords with high purchase intent.
Now, you may be thinking ‘Ugh…What’s that?’.
Well, they’re keywords that indicate the searcher’s intention to make take an action that would count as a conversion such as a purchase.
Commercial intent keywords have experienced an astounding 200% increase in usage in the past two years, so you don’t want to miss out on the chance to cash in on them in your business.
These bad boys will help secure conversions that’ll help move the needle in your B2B marketing efforts like:
- Newsletter signups
- Free trial registrations
- Demo requests
- Product purchases
You can spot them by their prefix or suffix which tends to consist of words and phrases like ‘Buy’, ‘Get’, ‘Reviews’, ‘Subscribe’, ‘Top’, ‘Download’, ‘Discount’, ‘Nearest ***store near me’.
These keywords will do the heavy lifting by bringing conversion-ready prospects to your doorstep, while you focus on building your authority and community through the valuable content you distribute.
For more information on this check out WordStream’s super useful guide on commercial intent keywords.
Implement a Solid Backlinking Strategy
Backlinking is an emotive topic in the marketing space. For some, it conjures up images of pushy reps spamming countless inboxes to get their business dodgy links whilst being hailed as one of the best ways to improve the authority of your site by others.
But whichever side you fall into, there’s no denying that if you are going to use backlinking as part of your SEO strategy it needs to be done right.
By ensuring you seek out relevant, high domain authority websites that you can work with to gain quality links.
This can be done through means such as:
– Guest blogging
– Influencer outreach to gain product reviews
– Creating link-worthy content
It must be stressed that quality is better than quantity in this game. In fact, the search engines are well versed in the old tricks used by companies to get ahead in the search rankings. So, backlinks from Private Blog Networks (PBNs), link farms, and the like are easily spotted.
And once you’ve been caught, they’ll mercilessly (yet quite rightly) penalize you. It’s not worth risking your business. Do things the right way and over time you’ll see the profitable fruits of your labor.
Whilst acquiring backlinks may seem like a gigantic task, you don’t have to do everything manually.
Tools like SEMrush will help you conduct a comprehensive backlink audit on your website to reveal areas for expansion or improvement as well as expose poisonous links that could be damaging your rankings.
This way, you can work smarter instead of harder in your B2B marketing efforts.
Just as you would with your social media channels, put in place a strategy that lays down how and when you’re going to prospect and create content that feeds into your backlink campaigns.
Get your On-Page SEO in Order
It’s well known that keywords are essential for ranking Search engines (aka SERPs). But where you put them matters too.
So, to ensure your content catches the attention of the search engines, you’ll need to pay close attention to your keyword placement. Place your primary keyword in your:
URL Permalink aka Slug
First 100 words of your post
At least one of your H2 headers
Image Alt Text, Descriptions, and Captions
Also, be sure to distribute your long-tailed friend throughout your post, aiming for a keyword density of around 2%.
And finally, include latent semantic keywords aka synonyms of your main keyword you’re your content. These will act as secondary keywords that accommodate the alternative words and phrases people may use to search for the topic being discussed.
Then, when the search engines crawl your site, they’ll know exactly what your content is about, can decipher the keywords you’re targeting which will improve your chances of securing a top spot.
Have the basics covered
Sometimes things get hectic and so to meet our deadlines, we cut corners, and fling the blog post on to our site, neglecting SEO.
But we’ve got to do better if we’re serious about pushing our content stake firmly in the ground and claiming our very own piece of SERPs real estate.
So to help make the journey easier, here are some basic tips to get you started: –
- Fill out all the SEO elements on your site from the page title to the meta description (NB: don’t forget to include the target keyword in your meta description to ensure you rank for that and not another keyword by mistake).
- Don’t just adjust the size of your headings – utilize header tags. Include one H1 tag which is usually reserved for your headline and segment your content using H2, H3 tags and so on. Using subheadings will also make the text more digestible for readers and improve the odds of them reading your content in their entirety.
- If you have a lot of content that is yet to be optimized, take the overwhelm out of this by hosting an SEO hour a few times each week where you and your teamwork on getting your SEO up to scratch. Then, before you know it, you’ll be done. And because you’ll be optimizing content as you go along now, pretty soon your backlog will disappear
- If you’ve got a WordPress website, take advantage of plugins like Yoast to uncover areas in which you can improve the SEO elements on your site.
- Did you know that 97% of page one search results contain at least one image?So, don’t forget to add some to your posts. You can include images screenshots, photos, and graphics to break up your text and add context to your writing.Also, be sure to optimize the file names of your images along with their Alt text, description, and caption so your post can rank in image search too.
- Create at least two internal anchor text links to relevant and well-received content in your blog post as well as external links to add more depth to your points and create a web of useful resources for your readers.
- Keep content updated to stay fresh – the search engines reward freshness
- Consider adding a table of contents to your long-form content with a ‘back to top’ button to increase readability.
- The length of your content matters. In fact, research conducted by Backlino found that long-form content longer than 3000 received on average 77.2% more backlinks than short pieces of around 1000 words. So, make sure you’re giving real value in your posts.
- Include social sharing buttons on all your content to increase its reach and chances of being picked up and distributed by influencers in your niche.
Invest in creating memorable, useful content
This is a quick one that may not be an SEO tip in the purest sense but given its importance, it needs a mention.
Whilst you may have set out with a goal to crush your B2B marketing, when it comes down to it, it’s humans that will read your content
So, it crucial you don’t become so obsessed with tactics and strategies to the point that you neglect to help the very people you are trying to win over.
Serve your audience by creating relevant, in-depth content pieces that answer their most pressing questions, solve their issues, and get to the heart of their wants and needs.
And that’s it, folks!
It can be a lot to get your head around and start implementing but once you’ve figured out a realistic schedule to tackle your SEO goals, it’ll be a whole lot easier.
Try not to see your SEO as a set and forget task. Search engines are constantly updating their ranking factors so its important to stay up to date on their developments and adjust your strategy accordingly.
This will keep your content in tip-top shape by ensuring you’re serving your audiences first and search engines in the background.
Let’s make this year your best content marketing year yet!
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