SEO Research Tips for Building Your B2B Content
- by Alyson Shane
The most compelling business websites are informational, engaging, and accessible, but it’s not enough to have great content; your website also needs to be optimized to rank well in search engines in order to help prospects and readers find your content.
With this in mind, building a content marketing strategy for your business which includes a strong Search Engine Optimization (SEO) plan is necessary in an area when content is widely available, and the market is more competitive than ever, with 81% of B2B Decision Makers reporting that they conduct research on a company’s products and services before scheduling a vendor meeting. This means that your your website copy needs to be consistent in voice and tone, as well as optimized for SEO.
For content creators in B2B organizations, nailing down the phrases that prospects are plugging into search engines can feel tough. Not only can it seem like an endless process, but some content developers may feel as though they don’t have the necessary tools or expertise to get the job done.
The good news? Content creators in B2B businesses don’t need top-notch tools or years of experience developing high-quality SEO content.
Crafting great content that is SEO-driven for potential leads doesn’t have to be a mind-numbing or frustrating process. Here are some helpful SEO research tips to save you time and convert prospects into active leads:
1. Copy Social Media for Keywords Straight From Your Clients
For both B2B and B2C companies, your social media platforms are a hotbed of useful information and prospect engagement. These channels are commonly used by businesses to share their experiences, thoughts, and opinions.
As a B2B company searching for keywords that your clientele relate to your business, you can use these communication platforms to your advantage by tapping into your network and creating leading questions that allow B2B prospects to share their thoughts on your brand and business.
Twitter polls, for example, allow your online community to weigh in quickly and easily on the topic you’re researching. This means that you can gauge which keywords your audience associates with your brand while allowing for further discussions you can use in other areas of your content marketing strategy.
2. Use Technology to Find Relevant Data
Tools such as Google Analytics and the associated Keyword Planner have been tools of choice for B2B businesses for years. Whether you’re a large organization or a smaller vendor or a product or service, these tools are essential for a successful foray into SEO keyword and content development.
Often used for providing cost-per-click information, average search volume data, and creating paid search campaigns, these tools provide you with measurable data so that you can see what SEO tactics are working, and which you can further refine.
This data helps B2B business’ research and discover opportunities for greater reach, relevant keywords, and move deeper into creating a unique content plan that stands out in your chosen industry.
3. Complete Relevant Keywords Searches in Incognito Mode
If you’re a marketer then you probably have an ever-expanding collection of keywords that relate to your company’s product or service.
When you enter these keywords into your chosen search engine to see where your content is on the results page, you may be surprised to find that you’re close to the top. However, this probably isn’t a coincidence: browsers can use your history or cache to impact the results to make them as relevant to your experience as possible.
In order to conquer this system, you can perform an incognito search. Input your priority or high-performing keywords and then check where your page shows up. Take a gander at the content that fills up the first 5 spots and take notes on their keyword use, spacing, and other SEO factors that may be pushing them up on the results page.
4. Writing SEO Content Based On Keywords
When it comes to actually creating the SEO content, best-in-class content is that which plays into what a prospect wants to read and the specific keywords you should be targeting. Keep your list of developed keywords closeby as you’re creating content and reference back to Google Trends every once in awhile to ensure that your topics and keywords are relevant.
Get ready to gain traffic, earn prospects, and close more B2B deals with content that is SEO-driven and ready to perform. Have you used any of these tools to up your SEO game lately? Tweet at us and let us know!
Want more insight and tools to help your brand stand out online? Download our free ebook Get Social! Content Marketing for You & Your Brand now.