Search Engine Optimization For B2B

June 13th, 2008 | by Ankit |

Business to Business (B2B) sites are growing quite rapidly although there is a good chance that most of don’t see them. There is reason for that, they are not targeting the everyday consumers, they are targeting other businesses. For that reason the search engine optimization strategies for B2B websites are quite different to your normal web site strategies. Some of these differences include:

Keywords:
Commercial websites need to use keywords that are targeted towards consumers and their likely search patterns. It often said that keywords you shouldn’t be targeting are jargonistic or technical. B2B keywords are the opposite. Your search engine optimization strategy needs to target keywords that other businesses are likely to use to find you. These will include jargon and technical terms.

Link Building:
Link building strategies for B2B have to target niche related sites, with particular attention to forums or directories. To a certain extent it can be easier over time to gain links. Trading partners and associated sites will often either exchange links or include one way links as it helps to develop their own trade. Highly technical B2B sites may find it easier to gain .ed and .gov links as well. Search engine optimization strategies for B2B link building can often be found by simply requesting a link from appropriate sites. You will not get thousands of links, but the links you do get will be of such high quality that they will more than make up for the lack of numbers.

Copywriting:
Because you are dealing with other businesses in the same or related fields, your content has to be accurate and up to date. Many businesses can get away with out of date information or sloppy copywriting when it comes to dealing with the general public. Not so when dealing with experts who know as much on the subject as you do. Use an expert to put together the content - not only for factual purposes but also for writing quality purposes. Search engine optimization strategies need to focus on the quality of the page presented to other professionals in that niche.

There is not a lot of competition for keywords when it comes to B2B search engine optimization. Unfortunately the number of searches made on those keywords is also low. However, the quality of those searches often makes up for the lack of numbers. For some keywords you may get conversions as high as 70-90%. Search engine optimization for B2B can be a lot harder to plan, the actual process itself perhaps a little easier than your standard commercial site.

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