This acquisition channel can guarantee companies great organic visibility , which is essential for improving traffic, increasing conversion rates and accelerating growth. The benefits of this acquisition channel have been proven over the long term.
For 57% of B2B marketers, SEO is the best method for obtaining organic leads , capable of increasing conversion rates by 15% . However, only one in two companies monitors their SEO weekly, while 40% of industry experts believe that companies do not invest enough in developing their content.
While good referencing is essential for professionals, knowing which levers to activate can seem complex.
It is therefore necessary to be able to rely on several solid principles to know spain phone number data how to optimize your natural referencing in a B2B context.
Your SEO strategy should always start with your target groups. You need to gather information beforehand to accurately determine your buyer personas and answer a few simple, essential questions. What is the profile of your target audience? What are they searching for? What are their values and needs? What are their priority content? An excellent knowledge of your target audience will allow you to develop an appropriate keyword research strategy.
In your content, you should use keywords that make sense to both your prospects and search engines. These elements are essential to gain visibility and appear on the first page of results for B2B queries that correspond to your sector of activity. To do this, there are several high-performance tools such as SEMrush or Ahrefs that will make it easier for you to select keywords. The tool provided by Google, Google autocomplete, will help you base your search on keywords frequently used by Internet users.
To come up with relevant keywords, you'll need to understand your buyer personas' expectations and problems , then create targeted, qualitative content to make yourself visible.
Structure your website pages
Improving your organic referencing also requires technical optimization of your website . You will need to structure your pages logically, both to meet the requirements of Google's algorithms and to ensure a good user experience for your visitors.
A well-structured website makes it much easier to access information and makes you more visible on the Internet . Your website should be ergonomic, with clear navigation and a construction adapted to use on mobile devices according to the principles of responsive design. There are several indicators you can use to optimize your pages, reducing loading times as much as possible and observing your bounce rate (percentage of visitors who leave the site after viewing a single page).
To increase the time spent on your site and therefore engagement, it is essential to optimize the internal link network . Your homepage should redistribute traffic to all your relevant content.
Prepare your semantic cocoon to boost your SEO
In recent years, the notion of semantic cocooning has emerged as a fully-fledged SEO tool for professionals. This method is ideal for optimizing your content by grouping it around common themes capable of driving more traffic to your website. It uses semantic search to help improve the position of your pages in Google search results. This SEO approach takes into account buyer personas, their needs, and their search engine queries.
This SEO optimization technique aims to anticipate the needs of your buyer personas by intelligently using keywords that match their possible searches. The semantic cocoon will use relevant keywords from the same lexical field to increase the visibility of all your pages. Several rules must be followed concerning the general architecture of the site, the contextualized links and the content of its different pages, in order to focus them around the same semantic universe.
Offer rich content related to your customers' purchasing journey
To generate leads, it is essential to create content that is relevant to your target audience. Depending on where your prospects are in the buying journey, you can offer them different types of content to guide them.
In the awareness phase , prospects are looking for answers to their needs. You can direct them to your website through a professional blog, videos that answer frequently asked questions, or reference content such as a white paper.
During the consideration phase , the prospect discovers your content and thinks about their options. Appearing in the top search results can reinforce their expertise. You can support this with analytics reports or webinars.
The decision phase is the last step before the purchase. Targeted and engaging content can lead to conversion, using detailed case studies or effective demos. Creating this content is part of your SEO strategy.
Using third-party sites and influencers
To perfect your SEO, you will need to go beyond your own site. Equally important are external links from third-party sites to your website. For a good external linking strategy , it is essential to select credible third-party profiles. With quality links, you can reassure clients in the professional field and reinforce your position as an expert.
Along the same lines, B2B influencers are emerging as opinion leaders who should not be underestimated. Micro-influencers with engaged communities are qualitative options for generating relevant leads. Their presence on Twitter, LinkedIn or through followed blogs will give you visibility and credibility to improve your referencing.
In a context where online research is the basis of any online purchasing process, natural referencing is essential in companies’ marketing strategies. To boost B2B lead generation, companies rely heavily on search engine results. To attract prospects, optimize user experience and increase your traffic, it is more important than ever to keep up with the advances in natural referencing and meet the needs of your target audience.
