What should B2B website optimization do?

B2B brand websites to obtain natural traffic through Google SEO is the common goal of all foreign trade websites, because the highest source channel for B2B website conversion is natural traffic.

For many foreign trade dogs, it is difficult for B2B websites to obtain rankings by keywords. No matter if your services or products are few, the keywords are very concentrated, and there are many competitors. Very few. In fact, it is not so difficult for B2B websites to get traffic from Google SEO.

Do the following, B2B getting traffic through Google SEO is not a problem!

1. Create a search-related landing page

Most B2B marketing teams use conversion funnels to consider their user life cycle:

Discovery → Consider → Conversion → Retention → Satisfaction

At different times in the user’s life cycle, there are different audiences, and they consider different issues. We need to do corresponding marketing strategies for different audience users.

We have a picture here to make targeted solutions to the different needs of different stages of the CRM user life cycle. (Other B2B companies can do research on your products and services in the same format)

The B2B user life cycle lists the users at each stage of their biggest impact, what is the problem, what are the search keywords, related keyword estimates, and what type of content to do at different stages.

In this table, the content of users from discovery to conversion includes:

Landing page!

So when our B2B marketers have completed this user life cycle diagram, we can start to make related landing pages,

For example, in the “discovery” phase, the landing page should target a wide range of keywords. This way, you can have the largest audience and make the funnel bigger. In our CRM case, there are a wide range of keywords that can be located in the “discovery stage”:

CRM for SMBs, CRM for Startups, CRM for Inbound Sales, CRM for Real Estate, etc.

Pipedrive is good:

In the “consideration” stage, users may compare with competing products. For example: you search for “hubspot alternatives” [tools: Chrome plugin keywords everywhere]

In one month, 1300 people looked for Hubspot replacement, a CPC of 13.8 USD. . . . If there is 1% click, there will be a very good harvest.

At different stages of the user’s life cycle, different landing pages solve user problems is very important, as long as you spend time to research may find opportunities.

2. Keep your content up to date

Many google seoers have realized this method. Updating and republishing articles is a proven method for increasing click-through rate. (The backlinko blog has talked about before, if you are interested, you can take a look)

Update the title of old blog posts to include the current year. This strategy has two benefits:

Increase user clickthrough rate

Improve search engine rankings, so that your posts improve SERP.

For example:

The title of the article starts with [early 2019], and his description index date is Nov 22, 2018, which uses this method.

Some people say that Google will not punish them? Changing the title may result in the loss of keyword rankings.

【will not】

Google pays more and more attention to recency and relevance, which is consistent with our own reading an article. If an article is in 2012, I guess you will not open it, because it is too long, the content may be outdated Google thinks so too.

Here is a research report on Google’s recency and relevance by a foreign research institution. If you are interested, you can download:

recency_relevancy_research download

3. Create a glossary or term definition as a landing page

Now crooked nuts use google as a dictionary. So you can provide industry phrase definitions, such as CRM industry, CRM, API, B2B, ERP, MAP, etc. These terms can create corresponding landing pages. People who search for these terms are relatively more interested in your services and products than the general population.

Creating a vocabulary requires a lot of writing and understanding of the phrases that customers will search.

Like: Investopedia. Finance company, but the website has created a lot of definitions of accounting and finance related vocabulary.

Investopedia’s “ROI” definition page has more than 10,000 backlinks, “Exchange Traded Fund (ETF)” has more than 8,000 backlinks, and the most recent phrase “Initial Coin Offering (ICO)” has more than 5,000 backlinks . It is estimated that the definition page on Investopedia attracts more than 15 million visitors each month.

There is also MOZ, who should be familiar with Google SEO, and they have created many vocabularies.

There is also sparkfun in the electronic components industry, which mainly sells development board kits, etc., but has created a second-level domain name learn.sparkfun.com to do noun explanation + tutorials.

So when you think about your industry, you have to think about how the glossary can help your customers. But this takes a lot of time, you have to think about how it works.

4. Use Google search recommendations for keyword research

Maybe you have used a lot of Google keyword tools, I have also used a lot. But my favorite is the “Keywords everywhere” tool mentioned above, because it shows you the number of searches for related keywords when you experience Google search.

This will give you an in-depth understanding of how users use the GOOGLE search engine.

In the search results, you can also use reverse engineering (mentioned in the “growth black box” chapter of the 9 growth hacking individuals and organizations) to analyze why these website keywords rank high, you can learn and imitate, do Good pages and articles exceed them.

5. Use LSI keywords to optimize your titles and pages

When you analyze competitor pages that are ranked higher than yours, you will find that both H1 and H2 of their pages contain keywords, but is this the only way to rank keywords?

Absolutely not!

Before keywords were ranked, you need to look at keyword density. This era is past. Search engines are becoming more and more intelligent, and just looking at keyword density can not understand your search intention, so there is LSI potential semantic analysis. (For details, please check: “What are LSI Keywords? | LSI Keyword Complete Guidebook”)

This is a further manifestation of the user experience. If you fill the page with keywords as before, the result is only one:

Does not work!

Keywords are important, but keywords are not everything.

The layout of LSI keywords in the page is very important. We take “Best CRM” as an example. The landing page contains not only the keyword “best CRM” in H1.

You also need to add LSI keywords, such as explaining the value of the CRM system, such as sales forecast, quota fulfillment, sales funnel, channels and sales strategy, as shown below:

Using this method, you can insert more LSI keywords in the text, so that it appears more in SERP, which is valuable content for readers and search engines, and is a win-win!

6. Use short URLs and keywords

In the past, many special characters in the URL of our website were irregularly generated codes. It doesn’t matter what the technology says, everyone sees the URL. This is not the case, no one likes ugly URLs.

If you share a link with your friends, but they are all random characters, I think you do n’t want to share it yourself.

Search engines also don’t like ugly URLs. In fact, missed the URL contains keywords.

Create a URL specification:

A good page URL only needs the simplest. (You can check the url of waimaodog.com website)

Can see: Google On-page SEO URL optimization case!

7. On the foreign trade B2B product page contains an insightful description

Many B2B e-commerce sites ignore the importance of adding content when creating product pages. B2C e-commerce sites generally have rich product descriptions, but B2B e-commerce sites like to save time and money, and do not realize the importance of product descriptions .

Why should B2B e-commerce website add content description:

User experience: A little bit of content is better than nothing. If potential customers are hovering between you and your competitors, it may be the deciding factor that provides more information. The content on the product page can also help your buyers determine whether the particular product meets their needs and sell it to others through information.

Search Engine Optimization: Well done B2B e-commerce sites know that this content not only provides value to users, but also makes search engines feel that the page is of great value and ranks high!

Once you have created a B2B e-commerce product page, you have to find a way to make different internal and external links to link to them. This is our next point. . .

8. Create blog posts and link to related landing pages

We do n’t just leave the landing page alone, and do n’t care about anything.

After we created the product or service page, it is convenient for us to link back frequently (internal and external links), and show Google that these pages are very useful, so that more people will slowly join In our external link plan, explain how we can help.

You can use the ranked keywords on the product and service pages as anchor text, and link your blog post to your product page. Or you can create posts on third-party websites to link to your product pages.

If you have a “best check-in bag” landing page, you can write “6 reasons why every business person needs a boarding case.” It may bring you a lot of links.

This way is not 100% feasible!

But if you have such a page, you may get the opportunity of other pages and links. With the increase of links, the weight of the page increases, and the page is more and more trusted by Google, and it will have a better ranking.

9. Develop a list of resources buyers want

We mentioned the “Invescopedia” SEO strategy above, as well as a “Wirecutter” list & review seo strategy, which is a legend in the product list & review world.

Their strategy is very simple, but not easy.

Make a list of products the user wants, and then review them.



Wirecutter reviews everything. But they differ from other reviewers in:

Their reviews are deeply researched, full of insight, and often incorporate expert opinions. (E-A-T)

“The Best Home-Office Furniture and Supplies” This article is over 8000 words. . .

8000 words !!!!!!

I often talk to my B2B business consulting, doing SEO depends on the content, every article is carefully planned, more than 1500 words must be effective, but many ca n’t be done, and 300-500 words feel like they are finished. What?

Take a look at Wirecutter, people are more professional than you and more words than you!

If you want to do this and develop a list of resources that buyers want, you need to create a product or solution landing page or blog post that is of interest to the buyer ’s audience. Of course, you can also add your own products to the review list!

Another company implementing the review strategy is Zapier. You will find a large number of blog posts on the Zapier website, listing the best applications and software products:

Take a look at the traffic and value of these pages. . .

Zapier’s List & Review blog post usually contains 10 products, including pricing, features, detailed instructions, high-quality images and links to each product. This level of detail distinguishes their approach to L & R and provides you with an experience:

These product lists need to be valuable

You need to provide people with enough information in the list so that they can make an informed purchase decision.

You need to create a list & review worth linking back.

Because a great List & Review post is always easy to get the link.