Three essential strategies for generating high quality contacts
There are many factors at stake here, including increased competition in almost all business sectors, in addition to Google's growing reluctance to send clicks elsewhere, instead of keeping users involved with the search results pages.
So if your B2B business is seeing less and less Google traffic, you are not alone.
Using the tactics below, you can remedy the situation and improve your Google rankings.
Here are three essential SEO tactics for B2B companies to generate high quality leads from organic search:  1. Discover your site at all stages of the journey of discovery (pre-purchase)
While sales B2C are often driven by impulse buying, B2B buyers are willing to do their homework before making the final decision.
In B2B, content is the most important component of the buyers' journey, which can directly influence purchasing decisions. More than half (62%) of B2B customers admit that they can finalize their selection criteria for purchases based exclusively on digital content.
According to a 2015 Forrester study 74% of B2B buyers spend more than half of their time searching for an online product before purchasing it offline.
This means that B2B SEOs must pay close attention to both:
- Search query with informative intent to create optimized "problem -> solution" type content
- Search query with brand (those that include their own brand or product name, as well as that of their competitors)
Here is a great example of the SaaS brand that does the right one: take a look at PayKickstart. They have separate landing pages optimized for:
- Specific and niche landing pages that explain how the platform helps companies in each sector they target ( Example )
- Landing pages competitive (which explain why their platform is better than a competitor's: Example )
- "Problem -> Solution" landing pages (which explain how the platform solves a specific problem that exists in their niche: Example )
This SEO strategy serves a target customer in each of its research phases:
- Planning phase : Initial research – when the customer is looking for possible apps for con figure your digital entity
- The decision-making phase: When the customer has collected possible options and tries to make a choice
- Set-up stage When the target customer is in configuration phase and is facing a specific problem.
Your keyword research
|The buying travel phase||Tactic Keyword Research|
|Initial Research (Planning)||Extension of Main Term (Traditional Keyword Research)|
|Decision Making||Branded Keyword Search (Including names of you and your competitor)|
|Preparation phase||Search for niche questions|
2. Plan a separate SEO strategy for each possible decision maker
In B2B sales and marketing, there is hardly ever a single decision maker to choose from. Nowadays, the decision making unit (DMU) is usually made up of about 7 people which is more than a few years ago. Harvard Business Review reported the growth of DMU in 2017:
"The number of people involved in B2B purchases … went from an average of 5.4 years two years to 6.8 today ".
In many industries, a decision making unit can include at least the marketing manager, the operations manager and the sales manager. And let's not forget people who could do initial product research and present options to real decision makers. You must also address those people.
The Google study confirms that the purchasing decision-making process can include many employees besides the [C]   suite (ie executive level executives).  Decision making ” width=”600″ height=”211″/>
Obviously, all decision makers have their own needs for any product they are looking for. All these different opinions and priorities should be addressed in the SEO strategy.
All possible decision makers are likely to discover your product through different paths and landing pages, so you need to plan your SEO strategy accordingly:
- with your sales team to better understand decision making. your target customer
- Search for keywords that drive your competitor's traffic and organize those keywords based on your identified decision makers
- Plan an SEO content strategy accordingly to match each identified search query to a person within the target customer's DMU to a landing page tailored to that particular decision maker.
For example, let's say your B2B product is a lead generation platform that allows companies to acquire and organize lead information. You should develop an SEO content strategy to identify key and organic competitors and collect keyword data through tools like Ahrefs or SEMrush:
From there, you would create a spreadsheet with your findings and include:
- travel pre-purchase (see tip no. 1)
- The current decision makers / characters who are likely to use this search query
- The landing page that this search query needs to find our tool through it:  spreadsheet for keywords ” width=”600″ height=”136″/>
To help with search intent optimization, use Text Optimizer which uses semantic analysis to help you better understand the topical relevance and underlying concepts :
3. Associate your brand with competitors and related entities
Making sure your brand is placed on the Google "map" of your niche is important for Google to know which other entities (brands) it is associated with.
Graph of Google's knowledge (or Google's understanding of the world) is a crucial classification factor . Google needs to be connected to other brands in the niche for Google to know who you belong to.
Getting your business into the Google Knowledge Base is an ongoing process that consists of:
- Send an email to include your brand in the lists containing (or ranking) your competitors
- By publishing your lists, including your brand together with your best known competitors
- By creating a detailed, semantically optimized Information on the page  Make sure your brand is present wherever competitors are present, including conference websites, awards, etc.
- Creation of content optimized for branded queries including [your brand vs. competitor] and [competitor alternative]
Bonus: track leads, not just organic search clicks
Finally, organic search clicks may still be less than a few years does, but what really matters for a B2B company are leads.
make sure your goals are set correctly in Google Analytics so that you can track your conversions.
Another useful monitoring tool to use to monitor your organic traffic performance is Finteza – it allows you to create conversion reports based on multiple criteria, including traffic source, landing page and demographic population:
There are even more customer travel analysis tools to try, so you definitely have a few options here.
B2B SEO can take a long time, but it's worth spending time on your team because your organic presence is something you can continue to build on, without the need to continually invest in it.
Using the ideas above, you will create a powerful SEO strategy, ensuring the long-term availability of your business and products. Good luck!