B2B consumers, as we know, are strategic decision-makers who can take months to convert into a customer. Unlike B2C customers who are more likely to make impulsive purchases, business buyers adopt a much more formalised process. They engage in more research, seek more information and must discuss and get approvals from more people. Therefore, the strategies that will drive traffic to a B2B website are different from those that will attract the individual consumer. Ultimately, B2B buyers are looking for informative, helpful content as they journey through their buying process. Therefore, to drive traffic, you need to satisfy their needs and make the information they are seeking easy to find.
When focusing on building traffic to your B2B website organically, you have to be strategic. Organic traffic refers to people that are not necessarily affiliated with your business, who find your website without spending money on advertising through Google or other Search Engines. Seems like an uphill battle, but really, it is inbound marketing. Inbound marketing is a successful technique to increase traffic organically. We have outlined the best strategies for building organic traffic, that your organisation implement relatively quickly, below.
Search Engine Optimisation (SEO)
SEO is the most effective way to increase organic traffic to your B2B website. 95% of searchers only look at the first page of search results. And half the clicks on that page go to the top three results. If your SEO content strategy is right, you increase your chances of being ranked on the first page of search results, which means increased traffic to your B2B website. While SEO is crucial for organic traffic, it can be very time consuming to research, implement and refine.
SEO is about optimising your web pages for better ranking in search results pages (SERPs) to ultimately make it easier for potential leads to find you. By identifying what your customers and potential leads are looking for, searching for, and what questions they might be asking, you have a much better chance of being discovered. The keywords you identify will form part of all the pages on your website, and across any content you are posting online to ensure you are continually optimising for SEO.
The first step is to conduct extensive keyword research. This will inform your content strategy by creating content (blogs, web pages etc.) around the terms you know your audience is looking for. Another key place to leverage SEO is within your page titles. As this represents the first line of a search result, it is crucial that you take time to be strategic with your headings. Next, spend time developing the meta description, which is the second part of a search result entry, underneath the title. Though the meta description is not a direct ranking factor, it can help Search Engines to determine if your content is relevant for what people are searching for and help searchers decide whether to click through to your website. The next step is to incorporate relevant keywords into subheadings and of course, within the body content itself.
Finally, leverage internal linking throughout your content. An internal link is any link from one page on your website, to another page on your website. Google follows links to discover content on websites and to rank this content in search results. If a page on your B2B website has a lot of links, this is a signal to Google that it is an important or high-valued article and will rank you higher. This is also the case for external linking, which is a link that takes the user to an external website. Of course, it is preferable for your organisation to keep people on your site for longer through internal linking, but it is important to use both for SEO.
SEO is a long game and needs to be revised frequently to ensure your organisation is one of the businesses on the first page of search engine results. Google Analytics is a great tool to use to identify the pages of your B2B website that are the most popular with visitors and are getting the most organic traffic. Using your keyword research, you will be able to tweak the pages for the terms you know your audience search for and optimise the pages to make the content perform even better.
Having a blog on your B2B website has numerous strategic benefits, which all aid in driving organic traffic. As touched on above, the more content on your website that includes keywords and internal/external links, the more likely that search engines will rank your webpages higher. Blogging represents an excellent opportunity to develop content purely for SEO, which will in turn, drive more organic traffic to your B2B website. Blogging also positions your business as an expert within your industry by developing thought leadership content. This can aid in lead generation (when used successfully), and brand awareness by ensuring your content addresses customer pain points or common questions.
If you are running out of ideas for your blog posts, check out our previous blog: 5 Ways to Generate Ideas for Your Next 100 Blogs.
Guest Blogging is a content marketing and SEO technique where someone writes and publishes a blog post on a third-party website or blog to promote their personal/corporate brand. Guest blogging exposes a brand to a relevant audience and can be an effective method to generate awareness – Big Commerce
Writing content for other trustworthy and relevant sites within your industry is a great way to build organic traffic. This allows your organisation an opportunity to build brand awareness and means you can leverage external linking back to your website to improve your search engine position and connect with your social media channels. Google uses external links as a ranking factor, and as guest blogging helps to build external links, this is important for your overall search ranking. For more information, visit our previous blog: The Power of Guest Blogging for SEO.
All of these tips, ideally used in unison as part of a cohesive campaign, will help you increase traffic to your B2B website organically. Of course, this can be some of the best and most successful marketing, primarily because it doesn’t cost anything! It is important to track your progress and identify what strategies are the most successful so your can optimise you approach continuously.