According to Google, “71% of B2B decision makers start the decision-making process with a general web search.” That stat in and of itself should be enough for you to want to amp up your B2B SEO strategy. In case it’s not though, here are a few reasons why B2B SEO is important for your organization.
Your Customers are Human
It can be easy to dehumanize your B2B customers and think of them as a business entity. However, the truth is, the connection you need to make is a human one. Connect with the people that are influencing and making decisions within your target companies. Whether it be SEO, content marketing, or closing a sale, the aim should always be to reach and make an impact on individuals, not companies.
And we humans really like to search for things online. 81% of B2B purchase cycles start with a web search. As more and more tech-raised millennials and Gen Z-ers move into those roles, that number will continue to climb.
Your Industry Is Ready for B2B SEO
If you’re lucky, you may be in an industry that’s still pretty sleepy with their digital presence. Examples of this are industries related to blue-collar work or manufacturing. In general, they are just now beginning to embark on their digital journeys, dusting off websites from the early 2000s and revamping social pages. Because of this though, there’s a tremendous opportunity to start ranking now. Quickly.
If you’re one of only a handful of companies in your space pursuing an SEO strategy, you’re basically being given the gift of a home-field advantage when the competition didn’t show up.
On the flipside of that, your industry might be on top of their B2B SEO game already. In that case, a B2B SEO strategy and strong digital presence are critical to either staying relevant to be found or be left in the dust. This is one time when saying “everybody else is doing it!” really means you should be, too.
Mobile B2B Searches are Increasing
The vast majority of us are running around with miniature computers in our pockets, and we turn to them when we need information. Google has reported that 50% of B2B search queries today are made on smartphones. That figure is expected to grow to 70% by 2020. [HubSpot agrees. Download the 2018 State of Inbound report to learn more.]
Because of this, Google serves mobile search results differently than they do desktop results. To start, they put a larger emphasis on location and Google Places results than anything else. Furthermore, people tend to use mobile search differently than on a desktop, so Google adapts their algorithm to match. A mobile search is typically abbreviated phrases and/or uses fewer words than a desktop search. For example, a desktop search may be, “How to reduce employee absenteeism in the corporate setting”. A similar mobile search could be pared down to just, “reducing corp absenteeism”.
There are many tools that will show you what people are actually using to find your site on each device. Knowing this information can help you tailor your strategy appropriately and optimize for each vertical successfully. The bottom line is that if you aren’t showing up when people turn to their phones to find you, your competition will be winning those sales.
SEO-Aligned Content Will Convert Leads
Within the inbound scope, content marketing serves two main purposes: 1) To inform, educate, and move users through the buyer’s journey ultimately converting them to a qualified lead, and 2) to drive traffic through keywords and phrases.
You might have the best, most informative, converting content ever created. But it won’t convert a single lead unless your audience is able to find it. B2B SEO allows users to discover your content. Furthermore, “SEO-aligned content marketers drive 54% more revenue growth year-over-year.” This is because a B2B SEO aligned content strategy will inherently create relevant content. You’ll naturally be speaking to and answering the keywords and phrases your users are searching if you’re aligned. Let the content work in each phase of the conversion funnel, and be ready for your leads when they’re ready to convert.