If you’re still focusing on optimizing your page to rank for keywords, it’s time to step up your SEO B2B know-how. Algorithms have changed in the last year or two which means so must your strategy. A couple years back ranking to get on page one of all search engines was the lofty, but worthwhile goal. It is takes much more time and money these days.

The new strategy has to include paid search, organic results and digital placement. Here’s why. According to HubSpot an average B2B company has a click-through-rate of 2.55 percent for search ads. In another study (Advanced Web Ranking), the number one organic position has a whopping CTR of 29.87 percent.

Since it is not possible for all B2B businesses within each industry to land in the number one position within their keyword search page, other strategies need to be integrated.

The New SEO Strategy
Both consumers and business people who are actively searching for various topics are now using the words “Best”, “Top” and other qualifiers within their long string searches. For example: “Best web designer”, “Top Fleet Dealership”, “Which company has the best coaching prices?”

With that in mind, incorporate those words in your keyword placement. Try this: Take your most prominent keyword and add the words “best” or “top” to them and conduct a search. You’ll see a list of competitors that are taking what could be your share of the market. Here is another keyword exposé: Use your most prominent keyword and add + reviews to it. See which companies’ surface. So if “baked goods” is your product, try “baked goods + reviews” to see what you’re missing.

On-Site SEO Necessities
Your website has the capability to make serious inroads to search results if it is set up in a way that Google and the others can understand. There is a hierarchy of sorts and that includes your home page, product pages and blogs in that order.

Home page – The introduction to what the website is all about. It should be engaging and include sales copy that strives to quickly encourage the viewer to follow the call-to-action. In the case of B2B, that is usually in the form of a phone call or contact form.
Product pages – The product or service pages provide the best placement opportunities for including the specific keywords that pertain to that page. List features and benefits that use words potential clients would use in a search. Use additional call-to-action buttons at the end of each product page.
Blog pages – Google and the others look for informative content so make sure the blogs are not used strictly for sales. If bots crawl your site and detect key-word stuffing or articles that don’t genuinely provide robust content, the site will not be recognized for its authority in its category.
About us – Another good keyword placement opportunity, however make the most of this page and tell users what makes your company the best in

Your Brand Comes First
If you’re constantly thinking about SEO for your B2B business, it’s time to get back to the basics. Creating, promoting and maintaining your brand are the real priorities. Without excellent references and review, SEO cannot accomplish the goal. Being committed to your bottom line has to start at the top. Do what it takes to become the best in your industry and the SEO and marketing campaigns will reinforce the company’s reputation.

Next Step Many marketing professionals get a little complacent about making changes once a website and marketing campaign are underway. However, we live in a fast-paced, ever-changing world of business so we can’t stress enough the importance of keeping up.

We, at Colby Direct, believe in staying ahead and would be pleased to audit your website and off-site SEO to see how we can stimulate more action.