SEO in B2B: How to Rank Your Content
Content marketing is immensely important for B2B companies. Relevant content conveys to your potential customers that you are the expert in a particular subject area. It also creates trust and can generate leads. The crux — your content must also be found by the target group. Search engines are suitable for this. But to rank there, you have to optimize your content SEO. You can find out how to do this now.
SEO is a tactic to design the content of a website in such a way that you will rank better on search engines (in Germany mainly Google is relevant). By turning various screws, you can make sure that your content is better found and rated by search engines.
SEO and Content must go hand in hand
Now you might think that the two measures SEO and content are like apples and pears. But the truth is the following: If your content is visible and findable for search engines (e.g. is on your website and is not behind a registration barrier or is only available in print form) then you must ALWAYS consider content and SEO as an inseparable strategy.
If you want your content to have a good position on the search results page (SERP) of a certain keyword or topic on Google, you cannot avoid SEO-optimized content.
Technical SEO: All the measures you take to make your website rank on search engines
This also includes the findability of your website. Technical SEO is usually done by well-trained online marketing managers with a focus on search engine optimization, IT or the developers of the website. Usually content managers do not have to intervene here. However, it often helps to know and understand a few basic rules and terms, because there are overlaps.
- Correct server settings: These include loading speed, encryption, security and certificates
- Mobile optimization: A discipline that is becoming increasingly important as more and more users access websites with their smartphones. And also Google pursues the “mobile first strategy”. You have to make sure that the presentation of your website works smoothly and looks good on the move. Even if you as a B2B company have mainly desktop traffic, Google pays extreme attention to mobile optimization.
- Links: This includes a suitable link structure. This area partly overlaps with content search engine optimization, because links are also set by people who work on the content of the site.
- Crawling: You have to enable search engine bots to access your website.
- Source code: This area is often maintained by developers and programmers. A clean source code is essential for all areas of technical SEO.
- User Experience (UX): This area also flows into your rankings. It is all about how well and easily users find their way around your website. This includes not only the structure but also the entire function and design of the website.
What do you need to consider for your content to be SEO optimized?
In SEO, you need to make sure that you write your content for your users, not for the search engine. That used to be different, but now the standards have changed with Google’s intelligent algorithms. If your content does not meet the search intention of your users, you will not rank on the first page.
So how do you optimize your content? First of all, you fulfil the above-mentioned points. Then you have the basic requirement that your content can rank.
Then it’s about your content itself. The most important rule for content to be SEO-optimized is — you write it for your target group. That means you use exactly the language of your target group as well as the topics and content your users are interested in.
Your target group should be the centre of all your actions. Because customer centricity in B2B is immensely important.