We sat down with Sam to discuss the different components of SEO, and how B2B firms can develop an effective SEO strategy to generate leads

Can you give us an overview of the different types of SEO that businesses should be aware of?

At first glance, it may seem like there is really only one type of Search Engine Optimisation, the kind that aims to get websites higher in the search engine page rankings. However, when broken down, there are differences in the types of website and the types of keywords. There are transactional keywords, where appearing for these can drive sales and leads, while informational keywords are better at driving traffic and increasing brand awareness. There are also differences in how SEO is done for different kinds of websites, and looking at whether we're talking about a B2B or B2C website is a good place to start.

How does the approach between B2B and B2C SEO differ, and what are the benefits for B2B firms in particular?

A solid SEO strategy should always start with keywords, and this is where we see the first differences between B2B and B2C SEO. While the types of keywords used obviously depend on the business being promoted, there are trends in the differences between B2B and B2C. In general, B2B keywords typically have lower search volume but higher value than B2B keywords. Additionally, there are common keyword qualifiers you might look for in B2C SEO, for example "software", "service" or "company". Having a good knowledge of these, and keeping up to date with new ones enables developing an effective B2B SEO strategy. Beyond keywords, there are additional considerations around tone of voice in content creation and digital PR content campaigns. Understanding how to approach these from a B2B perspective will help companies succeed.

What are some of the most common SEO mistakes B2B brands make, and how can these be avoided?

The most common mistake we see is targeting informational keywords instead of targeting transactional keywords when trying to generate leads. Transactional keywords are where users are actively looking for your product or service, and so are more likely to generate leads. Examples would be phrases such as " London managed IT service" or "payroll software providers". Informational keywords, on the other hand, are typically questions. For example, "what does managed IT do" or "what is payroll". Users searching these are more likely to read the content, learn what they came for, and then leave without becoming a lead. This is not to say that informational keywords are not valuable. Providing the information that your potential customers are looking for can increase brand awareness. However, if the goal is to generate leads, transactional keywords are a far more effective way of accomplishing this.

What is technical SEO, and why is it important that businesses get this right?

Technical SEO is all about ensuring that the search engines can read and understand your website as quickly and effectively as possible. If a search engine cannot read your website efficiently, it will impact where your website appears in the search results. In particularly egregious examples, your website may not show up at all, so it really is crucial to get this right from the start of any campaign. The most SEO friendly website platforms are HTML based, not Javascript, meaning that often, a WordPress site combined with the Yoast SEO plugin can be very effective. This is especially important to consider if you are planning on building a new website. Building on a platform that is not SEO friendly can cause major headaches further down the line.

How important is content to an SEO strategy?

After the technical aspects of SEO, content is the next most important component of an effective B2B SEO strategy. If you don't have the correct content for the keywords you are targeting, then your website won't appear for them. The best way to look at the types of content needed would be to assess who is currently in the top positions for those keywords, and gain an understanding of the content they are using to accomplish this. Ultimately, you want to be able to knock them off the top positions and position your site there, so your content needs to be better than theirs.

With the current economic downturn, how can B2B brands ensure a good return on investment in their SEO strategy?

Most importantly by not stopping it! SEO takes time and consistent effort. Suddenly deciding to pause your SEO efforts means you risk losing any previous progress, and face an uphill climb to get it back once you restart. Continuing your SEO efforts and focusing on those transactional keywords is the best approach to getting the best return on your investment.

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