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SEO for B2B Tech: The Significance of Partnering with Industry Experts

Differences between SEO for B2B vs. SEO for B2C B2B Marketing is fundamentally different from B2C Marketing because of the diverse buying processes and more
b2b marketing

Differences between SEO for B2B vs. SEO for B2C

B2B Marketing is fundamentally different from B2C Marketing because of the diverse buying processes and more complicated products and services that B2B businesses provide. In B2B trading, the buying process may take longer since there are more people involved in the organization and there are more requirements. More technical and industry-specific jargon is used to describe the products and services. Also, the ordering scale is much larger for businesses. Therefore, the content of a B2B website should also be different from a B2C website, and SEO approaches should also not be the same.

The Role of SEO in B2B Tech Marketing

In the realm of B2B tech marketing, Search Engine Optimization (SEO) plays a pivotal role, acting as a bridge connecting technology companies. Unlike consumer-focused markets, the B2B tech sector often deals with more complex products and services, which necessitates a nuanced approach to online visibility and engagement. SEO in this context goes beyond basic keyword optimization; it involves a deep understanding of the industry’s specific language, trends, and the informational needs of decision-makers in the tech field.

Here are the various aspects where SEO for B2B and SEO for B2C are not similar:

1. Buying Cycle in B2B Segment

In a B2B buying cycle, there are multiple decision makers buying the product, so researching and comparing are multiplied by the number of people who will be purchasing the product. It might take weeks or even months before the decision to order the product is made.

Effects on SEO
An extensive and longer buying process has effects on the website’s goals and has more web content demands. Since there are several decision-makers involved in buying the product, each focusing on different aspects of the product, the web copy must address each of these stakeholders. The web copy should provide all these stakeholders with all the necessary information that they are looking for. Since there are fewer emotions and more logic involved with the purchase of the product or service, the web content should zero in on solutions and practicalities rather than aesthetic or emotional value.

A B2B SEO strategy should have several sets of keywords targeting different decision makers who are situated at various levels of the buying cycle. Keyword research is very important since B2B purchase-driven searches are very specific.

2. Product Price in B2B Segment

Most B2B products are more expensive than B2C products. Since this is the case, the value of a B2B product search is higher than a B2C product search.

Effects on SEO
With complex and expensive products and services, B2B websites are more focused on getting sales leads instead of getting the sale done as fast as possible. Customers need to research and get more information, maybe get a sample of the product, or talk to a sales representative. All these options must be present on the site. There must be forms to a request for a sample, a trial, a quote, or to speak to a sales representative in person or through live chat. The company’s telephone number and email address, plus other contact information, must also be prominently displayed.

3. Product / Service Complexity in B2B

Most B2B products and services are not as straightforward as consumer goods and services. Therefore, web content must clearly describe specifications and features in full detail. Information should help prospects understand how to use the product, equipment, or software. Aside from detailed descriptions, images and videos should also be added.

Effects on SEO
The Website SEO Hierarchy should be very clear. The Home Page should present the goals and vision of the company and should be sales-oriented. The Products or Solutions pages should target specific keywords. It should contain detailed descriptions, features, and specifications. It should also contain information on how to use the products. The Blog pages should educate prospects and create awareness about the product or service.

4. Aligning with the B2B Buyer’s Journey

The B2B buying process is often longer and more complex than B2C. SEO allows companies to produce and optimize content that caters to each stage of this journey – from awareness and consideration to decision-making. This tailored content strategy helps in nurturing leads through the sales funnel.

5. Specific SEO strategies for B2B tech companies

Specific SEO strategies for B2B tech companies involve a tailored approach that addresses the unique challenges and opportunities in this sector. Firstly, keyword research for B2B tech firms goes beyond generic terms, focusing on industry-specific terms, technical specifications, and long-tail keywords that reflect the sophisticated queries of informed professionals. This specificity ensures that the content resonates with an audience that has a deeper understanding of the technology. Secondly, producing high-quality, informative content is crucial. This includes detailed blog posts, whitepapers, and case studies that demonstrate expertise and thought leadership in the tech industry. Such content not only aids in ranking for relevant queries but also helps in educating and nurturing potential clients through their decision-making process.

When it comes to keyword research, B2B terms can be very technical. This is especially true for the B2B Tech Market. It is important to use the search terms that your prospects use. It might be good to focus first on long tail keywords to increase the chance of ranking. It might be useful to use some specialized words specific to the industry, but do not overdo it. Great content should not only be useful and relevant to prospects, it should also be readable.

The Importance of Working with a Digital Agency that knows the B2B Tech Market

Now that we know that SEO for B2B is different and much more complicated, it is important to realize that in seeking out and choosing a digital agency for SEO, the company should understand the B2B Market. Good B2B marketers know that the SEO Campaign should be handled more strategically. WadiDigital has a deep understanding of the B2B business, and their team of experts is adept at handling B2B SEO campaigns. Their approach to B2B SEO depends not only on the nature of the products, its life cycle, and customers’ needs but also on the goals of the company.

The B2B Tech Market is a competitive field, so SEO campaigns must expose the business’ services to relevant websites and educate prospects. It is important that the basic SEO Hierarchy of B2B websites all lead to conversion. WadiDigital works closely with B2B companies so that they can better understand how to help clients reach their SEO goals.

About the author

Paul Gladstone
Paul has 20+ years of digital marketing, business, and project management experience. He leads B2B Organic Marketing at Wadi, supports Glasgow Rangers, and enjoys off-road ultra running.

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