Obviously, the great need of B2B companies is to increase sales. For this, its main focus is directed to the best customer prospecting strategies for the generation of qualified leads on an ongoing basis. In this scenario, little importance is often given to Google and the optimization of websites for search engines.
However, neither Google nor website optimization should be overlooked, as they can make the difference for your business’s digital marketing strategies to bring the expected benefits and support sales processes.
It is worth mentioning that, according to NetMarketShare, Google was responsible for just over 70% of all global desktop search traffic in 2021. But it doesn’t stop there: 51% of smartphone users have already discovered a new product or company when perform cell phone searches.
In total, more than 40,000 searches are performed every second by Google, reveals Internet Live Stats.
That is, if companies are not concerned with appearing in the best Google search results, they will certainly be missing out on valuable opportunities to:
- Improve ranking and attract more visitors;
- Impact your business personas;
- Gain visibility for products and services offered;
- As a result, close more sales.
How does Google help businesses sell more?
Despite my explanation above, it may not seem very clear how Google helps companies sell. So, I will bring more data to help you understand how this process works:
- 68% of online experiences start with a search engine.
- 39% of shoppers are influenced by relevant research.
The surveys are from Social Media Today and show that a customer’s buying journey begins in the digital environment and with the help of surveys.
Through these searches, users get to know the brands, relate to them, look for more information and details of the services or products, their benefits, the problems that are solved, the differentials… and, if they are convinced during this relationship built, can complete a purchase.
Managers may even consider this to be a slow and time-consuming process. But it is a natural process, which depends on little investment, can bring a great return and generates a low customer acquisition cost.
So what to do to appear on Google? It is necessary to adopt good SEO practices for optimizing websites for search engines. So, let’s see how to optimize websites and content to rank on the first page of Google and reap the results of all these searches.
Importance of investing in optimizing websites for search engines
We have already identified the relevance of Google for B2B companies. However, it’s no use just existing on Google. After all, most users don’t go beyond the first page when doing a search. That is, if your website is after that page, you will inevitably be hidden and without generating visibility for the business.
More than 90% of pages listed on Google do not generate traffic, according to Social Media Today.
To give you an idea, the first five organic results on the first page account for 67.60% of all clicks, according to Zero Limit Web. Additionally, top-ranked pages receive an average click-through rate of 31.7%, indicates Social Media Today.
In this way, you need to know how to optimize websites, but also how to build informative, relevant and useful content to communicate with your persona and be in the first positions of the search.
It’s worth remembering that only 5.7% of pages will rank in the top 10 of searches within a year of publication.
Therefore, it is essential for B2B companies to implement a solid digital marketing strategy and good SEO practices, with content developed with a focus on the user and the use of really relevant keywords.
And, for those who still say that social networks are more important than optimizing websites and producing content to rank on Google, I want to show you one more piece of data. SEO drives 1000% more organic traffic to the website than social media.
How to Optimize Websites and Get Better Results on Google
With everything that has been presented so far, we separate essential tips for B2B companies to achieve better results in optimizing websites for ranking on Google. Check out:
– Keyword study
According to Social Media Today, 69.7% of the most searched searches by users contain four words or more. In addition, keywords with the term ‘why’ were the ones that most dominated Google searches in the year 2020.
It is important to have this knowledge in hand when you are going to develop a study of the strategic terms that should be used by your company to optimize websites and create content for Google.
– Content development
According to research by the Content Marketing Institute, 57% of marketing executives say that developing on-page content was the most effective SEO tactic.
But not just any content. The content needs to address the pain points of the lead, answer questions, show how to solve problems for the potential buyer of your product or service, and have the user as its central focus.
Of course, we write texts for algorithms that analyze parameters to qualify materials and recommend them for better ranking. However, there is no point in forcing the construction of content. The better the experience for the user, the greater the chance that he will be ranked well.
Within the structure of the content to achieve SEO objectives, it is important to:
- Have short sentences and periods;
- Use subheadings every 300 words to break up the content and make it more engaging;
- Use lists to draw users’ attention and bold important passages;
- Produce complete content that solves users’ doubts in every way. It is noteworthy that the average length of articles in the first position contains 2,416 words, indicates the serpIQ study;
- Valuing headlines to attract visitors: 36% of SEO experts think the headline is the most important SEO element, reveals Databox;
- Carry out link building strategies to obtain backlinks to your texts. According to Ahrefs, 91% of all pages never get organic traffic from Google, mainly because they don’t have backlinks;
- Investing in new formats such as audio marketing, remembering that voice searches are on the rise and 55% of families should have a smart speaker by 2022, shows TechCrunch;
- Prioritize local SEO tactics, taking advantage of queries made by smartphones with terms ‘where to buy’ and ‘near me’;
- Optimize images to improve page load time;
– Construction of the persona
To carry out all content creation focused on the persona, as we said, it is necessary to define this character, which represents the potential customer of the product or service sold by B2B companies. This directly influences the quality of the content, which impacts on website optimization and ranking.
– Definition of the editorial calendar
It is essential to create a regular content calendar. Thus, it is possible to have a strategy in the use of keywords and which persona will be reached. Not to mention that it allows you to maintain the frequency of published articles, which is fundamental for SEO. After all, Google’s robots value those who publish high-value content on a regular basis.
– Measurement of results
It’s no use just carrying out all the steps and best practices mentioned above. It is essential to verify the results obtained with the strategy. Monthly, do an analysis of how your keywords are performing, the organic traffic of the site and the number of visitors, so you will have an idea if the optimization of websites and SEO are having an effect.
These results will guide the next steps of your strategy on how to optimize websites and get better rankings.
Count with ASB Marketing to increase your sales
If you want to implement demand generation strategies in your business, it is of paramount importance to start with planning.
In this scenario, understand your audience, online behavior, preferences and, especially, make an analysis of your competitors and current demands of the market.
Then understand how your sales process works and what characteristics need to be changed to meet your ideal customer profile.
In addition, it is essential to keep in mind that demand generation does not only occur by paid media, on the contrary, inbound marketing actions (attraction marketing) and demand generation generate very advantageous results for organizations when well employed.
Finally, you can count on an experienced marketing and sales company to support the implementation of these strategies, such as ASB Marketing.
With the best innovative methodologies and tools, ASB Marketing finds its ideal customer and qualifies them through fully automated and personalized email cadence.
When the lead arrives at the purchase decision phase, we only passed on to your commercial team to close the negotiation. With this, we guarantee increased sales, reduction of trade cycle, cost optimization and support in long -term business expansion.
Do you want to know more? Go now and see how ASB Marketing can help your business!