How to improve SEO for B2B blog writing

In the digital marketing landscape, nothing stays the same for too long. Search engine optimisation (SEO) may still be paramount to business-to-business (B2B) blog writing, but my oh my, how the rules are constantly changing. 

As has been the case for many years now, content is king, and we all know that the bar for measuring quality content is regularly being raised. So, if “quality content” is the pinnacle of all successful SEO-driven B2B blog writing strategies, B2B businesses need to keep up with what exactly makes content “quality.”

If your last look at SEO blog writing best practices predates the panic of AI, you’re due for quite an update. In that short timeframe, Google made all AI content violate its guidelines before backflipping once the AI cat was fully out of the bag. Then Google did what Google does best. It added another acronym to its content guidelines, cutting AI-generated content at the knees and once again redefining what “quality content” looks like online. 

What follows is your beacon to navigate the complex waters of B2B SEO blogs. Here, we will delve into the changes in search and offer insights into proven techniques that will elevate your content in the SERPs, strike a chord with your readers and edge you closer to every B2B marketing goal: leads, relationships and sales.

What is B2B SEO

SEO, as we all know, is the meticulous process of tweaking and optimising different digital marketing efforts to enhance a website’s visibility in search engine results. That includes: 

  • On-page SEO (keywords, content, user experience (UX))
  • Off-page SEO (link building, social media engagement, brand mentions)
  • Technical SEO (mobile optimisation, site speed, HTTPS, schema markups, URL structures, sitemaps).

In this article, our focus is on on-page SEO: creating blog content that uses search engine optimisation techniques to rank highly and appeal to prospective customers. 

B2B SEO involves a deep understanding of industry-specific keywords, content that addresses intricate business challenges, and a commitment to providing solutions that resonate with a professional audience. The goal is to attract and engage potential business clients by demonstrating thought leadership, relevance, and the unique value your business offers.

What is the difference between B2B and B2C SEO

While both B2B and B2C (business-to-consumer) SEO aim to improve website visibility and ranking in search engine results, the strategies are marked by distinct differences. 

At the heart of B2B SEO lies the challenge of conveying complex, technical information in a way that articulates a company’s depth of knowledge and value. This requires content that delves into more in-depth analysis, showcasing expertise through detailed features, technical specifications, and solutions tailored to specific business challenges.

B2C SEO, on the other hand, focuses more on broad appeal and emotional engagement to drive immediate consumer actions. B2C strategies are all about the purchase. 

B2B content must speak to all stages of the buyer’s journey, from awareness and consideration to decision-making. B2C can appeal to all at once.

B2B vs B2C SEO blog writing

If SEO for B2B needs a strategy connecting with prospects at all stages of the buyer’s journey, B2B blog writing requires a multifaceted content strategy.

While a strategy should back SEO blog writing in both markets, the B2B strategy is quite a bit more complex. In B2B, we play the long game. Our SEO blog strategy is centred around crafting a digital presence in a way that appeals directly to other businesses, focusing on the long-term nurturing of relationships rather than immediate consumer transactions.

Different B2B content pieces have to be designed to resonate with prospects at different stages of the journey, ensuring that the information provided aligns with the unique needs and questions at each phase. 

As we touched on above, B2C comparatively can afford to take a broader approach—one blog for all rather than many blogs, each targeting different buyer personas.

Top 3 best SEO tips when writing a B2B blog

There are so many tactics out there that genuinely improve your B2B SEO, but following them all can be a bit time-consuming and overwhelming. Not all businesses are in the position to diligently follow all the best B2B SEO rules. So, if you can only do three things to improve your B2B blog writing for SEO, make it these. 

1. Don’t just write for search engines

We mentioned above Google’s extra acronym. In 2019, Google introduced an algorithm update called “E-A-T”, standing for Expertise, Authoritiveness and Trustworthiness. It wasn’t anything new. They had been tweaking their algorithm since 2018 to encourage more “quality” content, and E-A-T was the way to package those changes. 

Then, in late 2022 (probably thanks to AI), Google introduced a requirement for another E. Experience, Expertise, Authoritiveness and Trustworthiness: E-E-A-T, affectionately called Double-E-A-T.

Both the original E-A-T and the Double E-A-T have drastically changed what content has to look like online. 

Writing for search engines used to mean that companies could get away with writing generic blogs that serve, for the most part, to tick the keyword boxes, follow some readability guidelines and boom, you’re in business. 

The introduction of E-E-A-T means that businesses have to not only tick those SEO boxes above but the content has to also highlight, in a nutshell, that they know what they’re talking about, they have their information on good authority, and they’re an online source that readers can trust. You achieve that by: 

Expertise: Write content that suggests you have expertise in what you’re talking about. For example, as a digital marketing agency with a specialisation in B2B SEO and content, our perspective easily shows that we have the expertise in the industry we speak about. 

Experience: While this sounds a lot like expertise, experience is the one that helps to flush out AI-generated content. AI can mimic expertise, but it doesn’t do so well in demonstrating that it has the experience. The easiest way to write for the Experience E is to include unique perspectives or case studies. In this blog, our references to industry information and timelines help show that we have the experience to know what’s been happening in the industry. 

Authority: Authority is all about tone and, once again, demonstrating that you and your organisation are recognised leaders or experts in your field. One of the ways you can work to achieve this is to write content that is so informative and valuable that it is shared and referenced elsewhere. Authority can take time to establish, but B2B blog writing is all about the long game, and being an authority is what builds solid relationships and trust. 

Trust: Building trust in the context of SEO for B2B blogs means writing honest, accurate, and reliable content. The easiest way to demonstrate trust with algorithms is to thoroughly fact-check, show references, and acknowledge any potential biases or conflicts of interest. 

2. Optimise your title

Whether your ideal buyer comes across your blog via a search engine, LinkedIn, ads, or referrals, the title is your first opportunity to win their attention. Possibly, it’s your only opportunity. 

We know that keywords are the secret weapon of SEO, so naturally, they’re extremely important to incorporate into your title. But remember Google’s changing guidelines. Keyword-stuffed titles do not equal quality. 

Optimised titles toe the line between natural language, including your keyword, attracting attention, piquing curiosity and highlighting value. 

Let’s use ours as an example: “The Ultimate Guide to SEO-Driven Success: B2B Blog Writing Techniques That Rank and Resonate.” 

  • Natural language – tick
  • Including our keyword (B2B blog writing) – tick
  • Attracting attention – who doesn’t want SEO-driven success?
  • Piquing curiosity – are there techniques that we could improve?
  • Highlighting value – if you read this you get the ultimate guide to SEO-driven B2B blog writing techniques that will rank and resonate with your audience. 

Title optimisation doesn’t stop at the top, either. While Google’s new algorithms focus more on the overall content, placing keywords in your titles, as long as it’s done with natural language and adds to the user experience (makes it easier for readers to find the information they’re looking for in your blog), it does help to give you some of that extra SEO juice. 

3. Never copy and paste AI-generated content

The crux of this article could almost be that “quality content” is content that is deemed to be unique and nowhere near related to something AI-generated. Therefore, the golden rule of SEO for B2B blogs should be never to copy and paste AI-generated content. 

That’s not to say you can never use AI. Even in this article, with its slightly anti-AI tone, ChatGPT has been open and ready to assist the entire time. For most content specialists and content novices alike, the opening lines of a new blog often take the longest to come to life. Sometimes, you just need something on the page to help you figure out what you really want there. 

Rather than using AI as a tool to write articles for you, think of it as a writing assistant or a second set of eyes. It can assist you in writing the foundation of something so that you can then go in like a harsh critic, inspired by its wrongs, to figure out the angle you feel is right. It can also help you work out a structure and help you with research. Then, once you have what you want, AI is extremely useful for cleaning up content for clarity and grammar corrections. 

What matters is that your content is unique and adheres to the E-E-A-T guidelines. At least for now, AI misses this mark, and the generic content that’s flooding the internet at present is quickly facing penalties in the search engine results pages (SERPs).

How we’ve used SEO for B2B blogs

As a B2B digital marketing agency specialising in SEO and content, it would be quite embarrassing if we failed to follow our own advice. So, let’s critique what we’ve done: 

Not just writing for search – tick

As content experts, we have many years of experience balancing the often differing but slowly merging fields of content and SEO. Once you start to look at our keywords, you can see we have an SEO strategy, but equally, you can tell that our content is designed to attract, educate, and build authority. We’re in it for the long haul. We do everything we can to appease the search gods, but never to the detriment of quality content that will ultimately win us the long game. 

Optimised titles – tick 

In the “Optimise your title” section above, we already highlighted how we ticked this box, but if you want to critique us even further, take a look at the titles within this article. In addition to our main keyword (B2B blog writing), we’re also going for B2B SEO and SEO for B2B. These, you can see, are worked into the H2 headings and based on the “People also ask” section that is found on Google’s main search page so that we write titles that people really search for.  

Never copying and pasting AI – tick 

As mentioned, we’re pro-AI and love to use it like a research assistant and second pair of eyes. However, it’s easy to tell that nothing here is blindly copied and pasted from AI. Whatever inspiration we get from it, we rip it apart, make it our own, fact-check it to the max and create content that is entirely unique, authoritative and trustworthy. 

If you have any questions about B2B blog writing and SEO, don’t hesitate to contact one of our B2B marketing consultants. At The Lead Agency, we provide innovative B2B SEO marketing and content marketing solutions that help you stand apart.

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