It’s easy to find advice on SEO. Not surprisingly, the companies that are best at it are able to get their pages to rank highly. When you do a search for B2B SEO, you’ll get a ton of results to sift through. You may notice rather quickly that you will see different guidance from one page to the next. It can be difficult to separate fact from fiction. Here are three B2B SEO myths we’ve debunked to set the record straight.
Myth: B2B SEO Needs to Target Top-Level Executives Only
Truth: Executives often appoint other people to perform research for potential purchases and then present detailed options.
Executives are busy people. They probably don’t have time to spend hours sifting through features, calling for pricing, and comparing products. So, they tend to assign someone else to do that work and bring back information for the best options.
The decision-making process within B2B companies typically involves a few players. There are decision-makers (usually the executives) and then there are influencers (no, not like the ones on Instagram). An influencer within a decision-making process is a person that is involved in the research phase, like an admin assistant or lower level manager, and although they may not make the final decision on their own, they have a lot of power to influence by providing specific recommendations and suggestions.
Really, your B2B SEO efforts should target the influencers that would be doing the actual searching for your product or solution rather than just the executives that are most likely involved later in the decision making process.
Myth: Mobile Isn’t as Important for B2B as it is for B2C
Truth: 50% of B2B search queries are made on mobile, and this percentage will grow to 70% by 2020.
Being mobile friendly is important in all industries—it’s the largest source of traffic in nearly all of them.
Unfortunately, many B2B websites are behind the times in design and SEO, even for the desktop, but especially for mobile. A large percentage of B2B sites either have clunky mobile sites or don’t have a mobile version at all.
Most executives and many mid-level managers have company-issued smartphones or tablets and they regularly use them to conduct business, especially if they are on the move a lot. Not just for calls, but also for online research and sometimes even to make purchases for the company.
If your B2B company doesn’t offer a user-friendly mobile site, you may be missing out on business from modern workers that prefer to use their mobile devices and tablets while on the go. [Click here to read more about why B2B SEO is important in the first place.]
Myth: I Just Need a Ton of Content, As Quickly As Possible
Truth: Content for B2B SEO strategy should focus on quality, not quantity.
Content is an extremely important piece of the SEO puzzle, and there are many rumors and untruths around what works and doesn’t. Some believe loading up a ton of mediocre content packed with keywords is all it takes to win. This tactic may have worked one point in time, but random keyword explosions all over your website isn’t a winning strategy anymore. [Read tips on selecting your targeted keywords here.]
B2C relies on making quick, personal connections and triggering emotional responses to get people to purchase on the spot. The goal of an SEO content strategy is usually to rank highly and get in front of as many eyes as possible to raise the likelihood of people making a purchase.
B2B is less personal because the product will typically be utilized by a company instead of a specific individual. SEO is less about getting in front of as many eyes as possible and more about really trying to find the specific sets of eyes that need your product or service the most. Keep in mind that B2B isn’t an overnight win, for B2C or B2B.
With the extended length and complexity of many B2B sales cycles, the focus for content should be to provide a ton of value and educate your searchers on how your product or service will solve problems for their company. The primary goal of your B2B SEO content strategy should be to build trust in order to generate and nurture leads to eventually speak to your sales team.