It is not a secret: let users find you in the search engines is fundamental. Moreover, it is an undeniable factor if you want to survive in a highly competitive market, where the quality of your products and services is as much important as the capacity to reach the right users at the right moment and get in touch with him.
A SEO strategy (the optimization of the Web search engines) generates a percentage of traffic on a website that is dramatically higher rather than the organic traffic produced on social media.
For this reason, it is necessary to take advantage of this tool in order to amplify your audience and attract new potential customers, even more so if you are a B2B company that needs to reach a specific target, hence other companies active in particular sectors.
Taking care of SEO therefore means activating a series of optimizations of the website and its contents so that they are better aligned with Google's objectives, namely: “[…] organize information to make it universally accessible and useful”.
Consequently, the more useful and accessible the content offered on a site, the higher its ranking will be.
It must be borne in mind that the ultimate goal of SEO in the B2B sector is not only to become the first search result, but to improve the quality of traffic on your site.
To achieve this, there are some strategies to keep in mind to make an SEO friendly website:
- Focus on optimizing the platform, starting with the mapping of keywords to target: there are different types of Keywords, divided according to the type of buyer personas they are targeting and their objectives. These four macro-areas can be informative (the user does not know the product), navigation (the user knows the brand but not the various products), commercial and transactional (the user is in the last stages of the funnel, he knows the product). Choosing the right keywords is therefore very important, finding the balance between words that are not too generic but at the same time not too niche (which would therefore be little traffic). Furthermore, trying to ensure a good loading speed is essential, to avoid the migration of users from the platform.
- Take care of the content side: content that is relevant, well written, interesting and with the presence of the right keywords attract a lot of traffic to your site and increase brand awareness and engagement.
- Give importance to the usability and accessibility of your site, make navigation simple and intuitive.