B2B SEO and inbound demand generation is about more than keywords, domain authority, and code structure. Those are all tactics that SEO companies like us use to improve your organic rankings as part of a larger strategy. However, without alignment around your business model, MQL goals, and unique value proposition, none of those inbound leads are going to help your business growth at the end of the day. If you’re vetting a parner claiming to be the “best B2B SEO agency”, here’s what to keep in mind:
Onboarding, Research & Analysis
Any effective B2B SEO agency should take the time to understand the what sets your company apart, explore business objectives, analyze industry influences, deep dive into every aspect of your product, and only then should they map any learnings to a strategy. For example, our research and analysis phase involves:
- Clarifying your target audience or buyer personas
- Understanding existing client acquisition channels
- If you’ve been impacted by any previous algorithm updates
- Current ranking factors and how to take advantage of them
- What in house team members you have in your markteting department to support the campaign
- Deep diving into all previous B2B SEO campaigns you’ve ran for insights
- Analyzing your site’s performance and what kind of technical issues are you experiencing
- Which companies and industries you serve
- Existing keyword rankings and topics you are already visible for
On Page Optimization & Technical Support
Anyone claiming to provide “B2B SEO Services” should be able to assist in content creation, “on page” SEO optimizations (H1s, meta descriptions, schema.org structured data, etc), and implementations needed as a result of the technical audit as well. Our implementations and technical support include:
- Title tag, meta description, and url updates within your CMS
- Page load performance
- Site structure and primary navigation
- Url redirects
- Search friendly landing page creation
- Keyword research based content mapping
- Conversion rate optimization
- Robots.txt
- Content staging
- Website migrations
- SSL implementation
- XML sitemap creation and submission
Content Production
It’s been said that content is king, but when it comes to business to business marketing, each piece of content serves as a crucial touchpoint in the journey of your target customer. Our B2B SEO experts understand that content strategy is more than keyword stuffing and random blog posts ordered from Fiverr. We take the time to understand the needs of your buyers at each stage of their decision making process and help create an editorial strategy that meets them where they’re at during each stage. Our services include:
- Quarterly editorial calendar creation
- Content audits to determine opportunities to improve underperforming assets
- Blog content to build trust with your target customers by answering their most pressing questions
- Solutions pages that educate buyers about your products and services
- Competitor analysis to figure out the best content creation opportunities
Analytics Set Up & Performance Measurement
Web analytics and tracking is a key area of expertise needed within any B2B organization or marketing partner. If you aren’t accurately measuring your progress and results, then you’re likely throwing money down the drain. You can’t improve what you can’t measure and that’s why all of our B2B SEO campaigns start with tracking implementation. Some of our analytics services include: