SEO Strategy for B2B Company


B2B search engine optimization (SEO) is quite a long-term marketing strategy that the B2B companies use to get a good ranking on the search engines, most primarily on Google.

SEO is a natural growth strategy, which makes it fascinating to the various B2B companies which do not wish to be reliant on paid ads. B2B has a low amount of search volume and a more target specific audience when compared with B2C.

So now that we have hopefully told you about SEO related to B2B, let us know about the strategies that you can make use of to make the most of it. Here are the strategies to gain success in B2B SEO.


Doing a deep as well as complete analysis of the buyer is really important. It becomes substantial to thoroughly understand the process that the consumers have gone through before they chose to work with you. This would help in converting the prospects to leads and then to loyal customers.

A buyer persona is even more significant than a list of firmographics and demographics. Therefore, the first step to a B2B SEO strategy is surveys or customer interviews. Interviews prove to be better.


Bottom-of-the funnel-keywords are those that people use when they are ready to buy what you are selling.

While a decent B2B SEO strategy will have some approach that is holistic in nature, targeting the keywords from each and every part of the funnel, it is quite significant to focus on these so that you have the important money keywords in place.

Do not just focus on the high volume keywords. Most of the real money keywords have low volume. Do not focus too much on the search volume thing that the important keywords are ignored.


After sorting out the list of the bottom-of-the-funnel keywords, it is important to see if the feature or service pages are optimized for the money keywords.

Build a page for every separate feature if you do not have one. Do not merge the features or the services into one solution page. Focus on building one page for one individual feature and there should be linking to them both in the menu as well as the footer.

If there is creation of more content, do not forget to keep linking to your feature pages in order to build relevance and assist you rank for those keywords.


Once the foundation process for SEO is done, you can initiate focusing on growth. That will only come from content.

Now that B2B feature pages are set and ready for receiving organic traffic, you are all set to map out what content you are required to create.

The keyword research should be focused towards :

  • Building relevance
  • Identifying the intent of research
  • Building a portfolio from parts of funnel

As you build out the topical relevance, remember to organize as well as connect it all in content silos and topic clusters.

You will come across the fact that few topics can be grouped into one: the wider topics can be split up into sub topics. The more coverage you get around the major subject of the cluster via content , the better you will be able to :

  • Explore people with super-specific intent
  • Fill all of the gaps
  • Find broader keyword
  • Dominate the SERPs for the related keyword

Build the topic cluster and start focusing on internal linking-which is the next step.


Internal linking has the same importance as external linking. Internal link can be referred to as any link from one page on your website to another page on your website.

It helps the customers visiting the website and bits to navigate the website in a better way. It also assists Google in understanding the structure as well as the hierarchy of the website.

Backlinks are important but not detrimental for internal linking, the topical relevance and cluster efforts will fall flat.


If you have a lot of content, it is already a big win for you. Being strategic about the B2B SEO is really important. If you are not doing this you might have a few web pages that are trying to rank for the same keyword.

Keyword cannibalization is really bad because by the time Google has found out that which of the pages will rank for the keyword, it would have already given the ranking to your competitor. Go through the content thoroughly. Re-optimize and rewrite if you have to.

This is one of the most important low hanging fruits that you can do in order to enhance the B2B SEO strategy.


Link building is quite a frustrating part of SEO but you will most likely require building certain links. Other than networking, constant outreach and making a heavy investment in link building, one method to get links is to build content that is data heavy that people can make use of in their content.

Curating statistics or running a study of your own is one of the best methods to get links to your content. Such studies can help in driving links.

Your B2B SEO strategy would definitely be successful if you take a holistic approach. There is some content that is meant to be converted and the other is supposed to support the converted content and assist in building the brand.

Brand is each and everything in SEO, and search engine optimized content is one of the best ways to build that brand. If all parts of the funnel are looked that need long term vision and need constant support, it will become crystal clear about what you need to do.