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6 B2B SEO Case Study Insights from Real Brands

In this post

Search engine optimization is what will allow your business to go from having a great product to one that has a great product and customers finding out about it.

Being on the first page of Search Engines Result Pages (SERPs) is key for making your business visible. In fact, the top three results of Google get 54.4% of all clicks–exactly where our client case studies end up.

However, it’s easier said than done.

To have a strong SEO strategy you need to focus on three elements:

• On-page SEO
• Off-page SEO
• Technical SEO

This means there are many moving parts and in order to have a successful SEO strategy you’ll need to know what you’re doing–and the latest trends.

We at Skale have a team of experts that are more than prepared and ready to up our clients’ SEO game in a way that helps them see real return of investment. Let’s look at some of our own SEO case studies. They’ll help you see how we got the results that we got–and how you can do the same!

1. Doubling product signups with a solid SEO strategy for growth

Slite is a Series A collaboration software platform that has raised more than $15.4m. Big names like Notion, Coda, and Slab are its biggest competitors.

The challenge (and what we did to double product signups):

After securing an $11m Series A investment they wanted to make SEO their scalable acquisition channel.

What we did:

• Analyzed and audited current setup and market
• Built a model to show the potential number of monthly signups that could be achieved through SEO
• Created a plan of action focusing on each page by understanding conversion rates by intent and the competitiveness of each topic
• Modified website’s architecture to build a scalable content system, and performed on-page optimization using SEO best practices and techniques
• Built dozens of high-quality SaaS niche backlinks on the pages we focused on
• Set up and ran several high-impact A/B tests through Google Optimize to increase the visit to signup conversion rate

The results we got in just three months:

• Signups doubled
• Visitors from non-branded SEO tripled
• Visit to signup conversion rates increased by up to 195% on some sections of the website
• Achieved position #4 worldwide for high competitive keywords

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How you can achieve the same results

The first thing to do in order to create a solid B2B SEO strategy is to make sure you know what you’re working with. This means you need to do a full site and content audit.

The best way to do a thorough audit is to use B2B SEO tools paired with the right knowledge and understanding of what to look for– ahem, an agency with a team of experts can be exactly what you need! SEO tools will help you better analyze what your keyword strategy and blog pages are doing for you in terms of organic traffic. You’ll also see what your landing page and referring domains are doing for you.

It’s also important to perform a technical SEO audit to make sure your content and website have all the technical aspects in place: site speed, crawlability, schema markup, etc. Additionally, don’t forget to do a competitive analysis. By doing a competitor analysis , you’ll see what’s working for your rivals, and what content gaps there are that you can seize.

2.  Increase organic traffic by 568% with a 12-month content marketing strategy

Nathan Latka is a serial entrepreneur, podcast host, and best-selling author. He helps SaaS founders and investors by providing insightful data on SaaS companies by region, industry, and more.

The challenge (and what we did to increase organic traffic): 

Nathan Latka wanted to compete against company insights databases such as Owler and Crunchbase., as well as attract a strong SaaS audience to his website. Among other tactics, this meant using SaaS-related keywords, which are extremely competitive.

• Audited Nathan’s current set up placing a special focus on its technical SEO efforts
• Built a developer-friendly plan for his engineering team to implement that would focus on increasing organic search growth
• Carried out extensive keyword research to build a 12-month SaaS content marketing plan
• Ran a ‘Top SaaS Companies’ ranking campaign to build SaaS-specific links back to his domain
• Crafted a link-building strategy with a focus on outreach to tech brands

The results we obtained twelve months later:

• Qualified organic clicks increased by 568%
• Dethroned giants like Owler and Crunchbase for high-intent keywords like “Typeform revenue,” “Loom revenue,” and “Semrush revenue”
• Scored page number one position for various competitive keywords such as “ARR,” “ARPU,” “run rate,” “revenue growth,” and “renewal rate”

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How you can see the same results

One of the best ways to increase organic traffic, and what we did with Nathan Latka, was focusing on on-page optimization.

Keywords are an important on-page factor. An important element of on-page SEO is keywords. In order to really get the most out of your keywords make sure you’re:

• Including them in your URLs
• Including them in your H1 titles, and H2 and H3 subtitles
• Using tools like Clearscope and Surfer to create high-quality content that includes relevant keywords
• Using them in your meta description

Additionally focus on placing high-quality outbound links and making sure that your user experience, mobile friendliness, and image optimization are on point.

3. Increase signups and organic clicks with a link-building strategy

Piktochart is a pre-seed web-based design app that helps users easily create infographics, presentations, reports, and many other graphic designs.

The challenge (and what we did to increase organic clicks)

Piktochart wanted to increase ranking on Google and product signups. However, since they’re a new player in an area with fierce competition such as unicorn Canva and Venggage, they wanted to focus on off-page SEO–specifically, link-building.

• Built a model to understand the potential number of monthly sign-ups and traffic that Piktochart could achieve through SEO based on their existing content
• Approached link-building by intensely focusing on pitching high-quality articles about a single topic (presentations) to authoritative partner websites in the business and design niche
• Link-building efforts were focused on only two key pages during one period
• Various on-page technical improvements were made across their website

The results we saw in just three months:

• Signups increased by 860%
• Visitors from non-branded SEO on two key presentation pages increased 9x
• Managed to rank #2 , above the billion-dollar giant Canva, for the highly transactional keyword “presentation maker”–with fewer referring domains than Canva

Link-building is a powerful practice, helping you:

• Optimize brand exposure
• Increase referral traffic, website visibility, and trustworthiness
• Connect with more people in your industry

To build a strategy that yields notable results, focus on quality over quantity . It’s about creating helpful content pieces, not about directly selling your product. With various tactics such as increasing linked brand mentions, backlinking using badges, and building brand visibility through your partners and vendors, you’ll start to notice a difference.

You can also use media, like B2B podcast interviews, press releases, and roundup articles to support your link-building strategy. It takes time, persistence, and effective networking, but, done right, your efforts will be worth their weight in gold.

4. Re-optimize existing pages to lower cost per opp 

Perkbox products support employee well-being, employee recognition, company culture, and more–all to help with recruiting and retaining the best possible talent for your team.

The challenge (and what we did to re-optimise existing pages)

Due to annual contracts in the industry, but high deal value, it was critical for Perkbox to make sure they were high on the rankings when the target audience was searching for a solution. This meant it needed to rank for high-intent keywords.

• In-depth SEO auditing to find out what needed to change to see the most impact in the shortest amount of time
• Thorough keyword research and content planning
• Optimization of existing content and landing pages
• Creation of new landing pages and blog articles
• High-quality link-building strategy

The results we achieved ten months later:

• Non-branded organic clicks increased by 49.2%
• Non-branded organic MQLs increased by 102%
• Opportunities increased by 40%
• Reached a cost per opp of just £110

Alistair Pike, Skale’s Growth Strategy Lead , shares how the SEO strategy played out: 

“We identified pages where MQLs had dropped when compared to their peak performance and established the cause. We refreshed the (dated) content model so that we had a more accurate and inclusive view of where the MQL potential lay. 

We also identified actions for key MQL-driving & high-potential pages: missing CTAs? Need links? On-page optimization opps? All of the above? Once we executed all of these, we saw an increase of 102% on non-branded organic MQLs.“

On-page SEO is just as important as off-page and technical SEO.

In this case, and for anyone looking for similar levels of success, on-page optimization is key. One element we focused heavily on was the meta titles and H1s.

For example, their platform page had strong backlinks, but the keywords they were using were not the optimal. By reoptimizing these pages for high-intent keywords, which included (but were not limited to the H1s and meta titles), combined with detailed content briefs, these pages now rank at # 1 on Google UK.

5. Rank first for competitive keywords through content and link-building

Moonpay is an extremely fast-growing cryptocurrency payments platform, launched in 2019. By 2022, they already have an impressive valuation of $3.4bn, after a Series A funding round of $555M.

The challenge (and what we did to win competitive keywords)

The crypto space is one with fierce competition. Moonpay wanted to rank for high-intent B2C keywords like ‘buy Ethereum with credit card’ or ‘buy USDT.’ To be able to do this, giants in the space had to be outranked: Coinbase, Binance, Kraken, and others alike.

What we did: We focused on creating a link-building strategy that would get valuable content from relevant topical authority websites in the cryptocurrency niche.

We vetted domains, researched and pitched content collaboration ideas, and then we created and published high-quality content that linked to target Moonpay’s URLs every month.

The results we saw in eight months:

We achieved an increase in non-branded organic clicks to targeted pages of over 7K per month.

There are multiple tactics you can implement to see similar results. First, find websites to reach out to, that have relevant topical authority. Gaining a link from these websites will boost your business’s credibility, which you can build on by constantly creating high-quality content. When a website has topical authority, it is more likely to be considered trustworthy. 

Additionally, you should use varied anchor texts for both internal and external links. A phrase match anchor text, for example, will include your target keyword(s) but link to a sentence or phrase related to the article you will link to. 

Anchor text diversity is key: done right, it can have a very positive influence on rankings. Conversely, it’s important to make sure you’re not using the exact same anchor text constantly, as it can cause search engines to view it as a way to manipulate their results.

6. Increase organic product signups through technical SEO

Attest is a series B consumer research platform that has raised more than $95m in investment funding.

The challenge (and what we did to increase organic signups)

Market research, consumer insights, and SaaS are all industries that are highly competitive. With players like Qualtrics and Survey Monkey, the playing field can feel pretty tight, and even more complicated when you’re competing for terms like ‘market research’ against giants like HubSpot.

Attest wanted to drive organic signups–they already had good non-brand organic traffic, but it came from low intent keywords.

• Audited the entire website and content and created a detailed keyword research and content planning
• Made sure technical SEO was on point and made adjustment where needed
• Created content that prioritized high intent keywords
• Applied on-page optimization
• Created a link-building strategy for the high intent keywords

The results we got in just over a year:

• High-intent keywords like “market research tools” and “how to measure brand awareness” now rank number one on Google
• Organic product signups have increased 8.5x
• Non-branded organic traffic increased by 1.85x

Making sure your website’s technical SEO elements are working will allow your content to have a chance to be crawled, viewed, and ranked by search engines.

Additionally, having the right link-building strategy will help you in a competitive space. However, remember that in order for link-building to work you need to establish a strategy and focus on just a few specific goals.

If you want to rank for 10+ highly competitive terms, you’ll probably fail. Choose the ones that really matter, the ones that have high transactional intent–if your goal is signups–and do a continuous effort in that direction.

When you’re focusing on high-intent keywords, the end goal isn’t about dedicating all of your effort to that term alone – it’s about creating a user journey to the high-intent term, which means including low to mid-intent content pieces that lead the user to the end goal. This helps you build out topical authority (because you’re also including the long-tail variations for the targeted keywords), improves your internal linking structure, and creates a holistic SEO strategy. Alexandra Hillyard, SEO content specialist Skale

Ready to scale your SaaS SEO with Skale?

Each case study we looked at shows that when you implement SEO in a smart and strategic way you can really drive the results you’ve been looking for. 

Let experts from a B2B SEO agency like Skale– hello! –do the heavy lifting for you. There’s no need for you to try and catch up with SEO trends , we’ll do that for you too. You’ve seen the results we can bring to our clients, want to see what we could do for your SaaS Book a call , and let’s find out.

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B2B SEO Case Study FAQ

1. is seo effective for b2b.

SEO is extremely effective for B2B companies–when done properly. It helps achieve strong organic visibility across all stages of the sales funnel, which will increase customer acquisition.

2. How do you write a B2B case study?

To write a B2B case study you should answer the following questions:

1. What was the challenge faced? 2. What were the goals established? 3. What steps were taken in order to achieve the desired outcomes? 4. What were the actual results?

Remember to only do case studies on brands you can actually name to not violate confidentiality agreements. Plus, don’t be afraid of asking brands for quotes to include in your case studies for further evidence of your work.

3. Are B2B case studies good for SEO?

B2B case studies are good for SEO for multiple reasons:

1. They help you add content to your blog that’s valuable to future customers 2. They are great as social proof of your capabilities 3. They add important keywords to your website

Whenever you have results that can be shared, construct a B2B case study and publish it. 

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B2B SEO: A Case Study

When I’m chatting with marketing VPs at events, they often ask the question: “So, what’s the best B2B SEO strategy nowadays?”

Even though there are many ways to answer that question, I can distill it to the following:

Identify your highest value keywords, rank them by transactionality , and then build a thorough page for each keyword, publishing at least twice weekly.

To elucidate this concept for you, I’ll now walk you through a case study involving one of our B2B clients, covering the initial analysis we performed, the SEO strategy we implemented, how we measured our efforts, and the results our campaign ultimately produced.

Detailed Analysis Informs Smart B2B SEO Strategy

To educate customers and increase their loyalty to their brand, iGPS focused on the following branding techniques, which we describe in our branding guide : 

• Unique Voice
• Original Thinking
• Clear Value Proposition
• Brand Ethos
• Infectiousness

As we determined in our onboarding phase, the overarching branding objective for iGPS is to project value using informative content that prompted customers to think deeply about the brand’s advantages. With the brand ethos established, we then took a closer look at iGPS’s customer base.

Customer Personas

Establishing a customer persona is the process of truly seeking to understand the key decision-makers—and their motivations. This undertaking is more than just identifying their industry, though that’s a good place to start. For iGPS, top target industries include: produce, pet food, paper goods, pharmaceutical products, automotive, and dairy and eggs. 

And it’s more than knowing their title, though that’s key too. For iGPS this ranged from CEOs, CFOs, and board members to transport, operations, supply, shipping, logistics, and warehouse managers, plus procurement team leads. 

Instead, think of a customer persona as a detailed, semi-fictional guide to the individual “type” of customer you most want to target : identify their role, title, demographics, goals, and challenges—and articulate how your solutions can help.

Why are customer personas so important? Because they help you identify the kinds of pain points and challenges that send them to the internet to look for solutions to their problems. For iGPS, use insights from our audience research and customer personas to develop a list of relevant conversion-oriented keywords to target with landing pages and blog entries for each industry our client serves. We knew if their website ranked on the first page for these keywords, they would see a significant increase in their number of leads. Which brings us to the next aspect of their business we analyzed: their website. 

Website Profile

• Site Speed: Their website was slow, which is an issue since Google ranks slower websites lower, automatically reducing the number of potential customers who see it. Then, if a customer does find the website and it takes too long to load, they skip it and go to the next one. 
• Meta Page Titles and Schema Markup:   Missing or haphazard meta page titles and schema markups are some of the most common issues we find on a website. Without MPTs and schema, Google doesn’t know how to categorize your web pages—so it doesn’t display them. This client’s website had no systemic meta page titles or schema, so it simply wasn’t ranking. 
• Security:   Google—and the people who use it—have security standards for websites, especially those which process transactions. Websites that don’t live up to these standards are penalized. 
• User Experience: Customers need to find what they’re looking for in as few clicks as possible. Additionally, websites should be aesthetically appealing, not busy or loud. We identified several user experience problems with this client’s website that were increasing bounce rates and reducing conversion rates. 
• Conversion Optimization: Each page on a website needs to provide a path towards conversion. We looked at this client’s website and decided it needed to both simplify and amplify its conversion channels. 
• Thought Leadership: Prior to working with us, this client did not have a blog and was, therefore, missing out on many potential conversions. The addition of thought leadership articles that target conversion-oriented keywords is a highly effective way of attracting customers to your site. As we’ll explore next, we developed a thorough keyword strategy and began posting thought leadership content twice per week. 

Let’s take a look at how we developed a custom SEO strategy and put it into action. 

Turning SEO Insights into Implementation

The Overlapping Benefits of Comprehensive Landing Pages 

First, we set out to craft uniquely insightful landing pages for each industry. On each of these pages, our goal was to outperform the competition by offering more comprehensive, valuable, and meaningful insights to iGPS’s readers. This quality content gave Google a reason to put iGPS on the first page. Secondly, we ensured a seamless navigational structure. To achieve this, we linked each of these landing pages from a clear and visible menu on the website’s top navigation bar. No matter if it’s the potential customer’s first or fourth visit to the iGPS website, it is now easy for them to find their way around the site. All the information they want is readily available—and so is the “contact us” page. As a result of these improvements, our landing pages both increased traffic to the client’s site and helped keep clients on the site longer once they were there. When customers were ready to purchase, we made it easy to do so. 

Supplementing Landing Pages with Targeted Blog Posts

Since our blog posts were positioned to rank quickly, they brought in new customers and increased Google’s trust in our client’s website overall. Because of this trust, our landing pages had a stronger ability to compete for higher-volume, “holy grail” keywords. After our new website went live, we continued to publish blog posts and new landing pages as necessary. Each new post targets a unique search term, widening and strengthening the reach of our client’s site. 

Next, we created a conversion funnel strategy to make it easier—even inevitable—that visitors would contact the iGPS sales team. 

Moving Visitors Down the Conversion Funnel

First, we piqued the interest of new visitors who just arrived on the website from a Google search. Many of these visitors landed on a targeted blog post. To move them down the conversion funnel, we included two details in every blog post: 

• Internal links: We linked to other related blog posts and landing pages throughout the articles. Specifically, we chose links that fell under the same broad container keyword as the longtail keyword used in the blog. We also linked to pages that would lead visitors further down the conversion funnel. For example, in a blog post about static vs. dynamic loads, we linked to a landing page related to iGPS’s plastic pallet durability because visitors looking for information about loads probably also wanted to know how much weight the pallets can carry before making a decision. 
• Clear calls to action (CTAs): We created unique CTAs at the end of every targeted blog post to directly move visitors down the funnel. If the blog answered all of the questions visitors had, they could immediately call or email iGPS. If they needed more information, we also gave them a link to the homepage to discover more resources. 

Second, we used landing pages to convert visitors who were further down the conversion funnel. These landing pages centered around the most transactional keywords, i.e. those that potential customers type when they’re ready to rent pallets. We created:

• Industry-specific landing pages to answer industry-specific questions visitors had
• Super long landing pages that offered solutions to the most common challenges customers faced
• Landing pages specifying the types of pallets offered and what their capabilities are 

As with the targeted blog posts, every landing page included a clear CTA and additional internal links. We wanted visitors to feel empowered by the information we provided and excited to take the next step. 

With the conversion funnel ready, we then set our sights on measuring the success of the B2B SEO strategy. 

Measuring the Success of the SEO Campaign

Keyword Rankings

To measure the success of our keyword choices for iGPS, we built a custom monthly keyword tracker that contained: 

• Ranking position by month for every page and the keyword it targeted 
• Changes in ranking from month to month
• Overall monthly domain ranking changes according to Ahrefs 

Using this information, we could see which pages were ranking well and which were not ranking as highly as we expected. From here, we could make adjustments to our keyword strategy to ensure that every keyword we targeted ranked at the top of the search results. 

However, keyword rankings weren’t the most important measurement for success. To get a realistic sense of which types of visitors we were attracting, we also had to look at visitor engagement and organic traffic coming to the website. 

Organic Traffic and Engagement

• Overall non-branded organic traffic: Using Google analytics and other tools, we tracked changes in organic traffic (visitors coming from search results, not paid ads) from the start of the campaign to the present. We also filtered results to remove traffic coming from typing in the iGPS name or its branded products. We were then left with an accurate number of visitors coming to the website from organic longtail keyword searches—new potential customers who were interested in our content. 
• Page-specific traffic: We tracked which pages received the most traffic and analyzed what made these pages so effective. 
• Engagement metrics: We looked at unique visitors, returning visitors, pages per session, bounce rate, user actions, and session duration to determine what most visitors were doing after they clicked on a link to iGPS from an organic, non-branded search. 

Using these metrics, we could prove that we were attracting potential customers to the website and that these customers were interested in our content. Next, we had to measure whether we were effectively converting these visitors into customers. 

Conversion Rate

Keyword rankings, traffic, and engagement helped us track our progress on a monthly basis, but higher conversion rates was the ultimate end goal for this B2B SEO strategy. To calculate this rate, we tracked the number of qualified leads that we could attribute directly to our campaign every month. This included customers who discovered iGPS through the blog, landing pages, or an organic, non-branded search result. 

Next, we divided the total number of qualified leads  by the number of new organic visitors the website received in that timeframe and multiplied this figure by 100%. From the start of the campaign to the present, iGPS’s conversion rate has grown from .04% to 0.22%. An impressive 484% increase.

The Best B2B SEO Strategy Gets Results

New Qualified Leads

Customer Engagement

We knew we were on the right track when we saw high organic traffic, unique and returning visits, multiple average pages per session, and increased total session duration. We also helped iGPS reduce overall bounce rate. It was clear that customers were not only visiting the website but also carefully considering the content and interacting with our CTAs. 

Thought Leadership

What You Can Learn from This Successful B2B SEO Campaign

We researched, wrote, and designed from March 2018 to August 2018, then pushed the new iGPS site live. At that point, we had 12 landing pages and over 20 blogs. In the words of one of our team members: “Like Athena, we popped out of Zeus’ forehead full grown.” Here are some of the improvements we tracked since we launched the new site: 

• 87,936 new users gained 
• 368 keywords on the first page of Google
• 230 leads worth approximately $15 million in lifetime value

Of course, we keep working to bring in even more users and leads to the site. Evergreen content on blog posts and landing pages will endure for years, maintaining and capturing market share all that time. After the first year, we also found that blog posts would not rank for their most competitive keyword, “plastic pallets,” so we created a hub page that all future posts would link to. Since fall 2019, this page on plastic pallets has achieved a spot on the first page. Since it is such a competitive keyword, however, it takes ongoing effort to keep it there, so we are enhancing our linking strategies and promoting this page when possible to maintain its visibility. As we write new pages and update old posts, we work to define our client as the foremost authority in the industry . Whenever a potential customer asks about pallets, we provide iGPS the opportunity to answer first. As they develop new products or enter new industries, we’re there to ensure their message is communicated as widely and effectively as possible.  

The exact same SEO strategy probably won’t work for your company, unless you happen to sell pallets, too. But if you’re interested in finding out what the best SEO strategy for your B2B firm is, get in touch with my team. We’d be glad to learn more about your business and your website to create an SEO strategy that will get results.

Evan Bailyn

Evan Bailyn is a best-selling author and award-winning speaker on the subjects of SEO and thought leadership. Contact Evan here .

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B2B SEO Case Study: How We Helped These 6 B2B Brands to Get More Traffic and Sales

Key Takeaways

• Learn how B2B companies like RevenueHero and Storylane achieved remarkable growth in organic traffic and conversions through targeted SEO and content marketing strategies.
• Discover the importance of in-depth keyword research and content optimization, as demonstrated by Storylane's success in ranking for high-intent keywords and ShippingChimp's 8X traffic boost.
• Understand the role of technical SEO audits, on-page optimization, and strategic backlinking in enhancing search engine rankings and driving business growth, as evidenced by Databrain and Multiplier's impressive results.

Google currently has a 91.37% market share of the search engine market worldwide. ( Statcounter )

Most professionals and decision-makers use Google to search for information and products. Hence, creating and implementing an SEO strategy is critical to B2B business success.

61% of marketers reported that improving SEO and growing their organic presence were their top inbound marketing priorities. (Source)

A B2B SEO strategy combined with your content marketing strategy is vital to generating relevant organic traffic and driving leads and revenue growth for your business.

Furthermore, it helps you to build a relationship with prospects at each stage of their buyer's journey, helping you get lasting results in terms of sales and conversions.

At TripleDart , we've worked with numerous B2B businesses to help them gain relevant topical authority and search engine rankings for their targeted keywords.

In this article, we bring you handpicked B2B SEO case studies from our B2B SEO agency's repository.

So, hold on tight and get ready to immerse yourself in some excellent insights from some real-world examples.

B2B SEO Case Study #1: How We Helped RevenueHero Achieve a 200% Increase in Organic Traffic

RevenueHero is a B2B software that integrates with a company's lead capture forms to qualify prospects in real time and then schedules meetings with the appropriate sales representative.

This process aims to shorted sales cycles and increase conversions.

In this case study, let us understand how we helped RevenueHero achieve its SEO goals.

To build and grow a sales pipeline from organic search for RevenueHero.

The Challenge

With a lack of an existing SaaS startup SEO strategy in place, TripleDart had to work from ground level to build an SEO and content marketing strategy that drives conversions for RevenueHero.

The Strategy

• We built and executed a product-led content strategy by creating 30,000 words of high-quality content monthly. We published 10 to 15 keyword-driven blog posts every month.
• Drove topical authority by implementing hub & spoke content structure.
• Conducted monthly content audit to improve ranking and relevancy and prioritised low-difficulty keywords.
• Combined organic marketing with performance marketing to accelerate results.

The Results

With our consistent efforts, we were able to achieve a 200% increase in organic traffic for RevenueHero in a matter of three months.

Furthermore, some of the blog posts we published quickly rose to the top of the SERPs. What's more, they got 50 plus rich snippet features.

How to do it for Your B2B Business

Go to the heart of the challenges your customers are facing and push out product-led content that aims to offer tangible solutions. Use search engine optimization as your key weapon to rank on search engines. Finally, don't forget to keep tabs on the latest B2B SEO trends.

Case Study #2: How We Helped Storylane 5X Their Organic Search Traffic

Storylane is a versatile no-code platform designed to help teams create and share interactive product demos quickly and efficiently.

It offers a range of features, including a browser extension for capturing product flows, a powerful editor for making HTML edits without coding, and the ability to add guides and widgets to highlight product features.

To create product awareness and drive sales with the help of SEO and content marketing.

The primary problem was identifying ways to create brand awareness for a unique product offering. At the same, we had to work on pushing high-intent content to drive conversions for this emerging startup.

Because the product operates in a narrow niche, it was for us to identify the best keywords across the customer journey.

• We created a content funnel for each product category/feature, creating content covering all intent combinations, which helped us boost the topical authority in relevant keyword categories. Also, this helped Storylane rank for the keyword - interactive product demo in 1st position in North America.
• We curated Top-of-Funnel (TOFU) content that was heavily focused on product demos. This helped create relevant content and attain topical authority.
• We captured high-intent search traffic with BOFU content and SEO-driven landing pages.
• We worked on getting several backlinks from Storylane’s client base. This helped us improve Storylane’s domain authority and search engine rankings.

We saw Storylane's traffic go up by five times. Also, our team helped Storylane get 400-plus demos and 140-plus paying customers in just six months!

Drill deeper into your keyword research to understand which keywords are most relevant to your business. Align your keyword research with your customer journey so you can deliver content that meets the needs of your audience.

Don't forget to back up quality content with backlinks and other promotional activities.

Case Study #3: ShippingChimp Saw an 8X Increase in Their Traffic

ShippingChimp is a cloud-based e-commerce operations platform that helps retailers automatically sync their orders, customers, and logistics information in one place to supercharge their customer experience and reduce operational expenses with data-driven decisions.

From contributing to the post-purchase experience to driving repetitive orders, ShippingChimp helps eCommerce companies to significantly scale their business.

To identify the relevant keywords and to generate organic traffic that leads to conversions.

Struggling with a vast range of ICPs, ShippingChimp encountered mixed results on search engines. That’s when they reached out to Tripledart seeking expert guidance on SEO combined with content marketing.

• Webpage migration
• On-Page SEO optimization
• SEO-focussed content strategy
• Improving the relevance of existing content
• Building page authority using strategic internal linking
• Performing frequent technical audits

With our SEO-focused content strategy, ShippingChimp saw an 8X increase in traffic, a 2.5X improvement in search rankings, and 5X in pipeline growth.

When doing content marketing, ensure you don't ignore technical SEO. It's ideal to make use of the right B2B SEO tools to conduct website audits regularly and keep your website free from any SEO-related issues.

Work on optimizing your existing pages and work on creating an optimum internal linking structure for your website.

Be persistent with your link-building strategies to acquire quality backlinks to some of your main website pages and resources.

Also, a thorough competitive analysis is needed to create valuable and audience-centric content.

Case Study #4: How Databrain Recorded a 16X Jump in Ranking Keywords in Six Months

Databrain is an embedded analytics solution that helps businesses build white-labeled reports for their customers. Making data-driven decisions is easier with this SDK solution as it helps you create reports that offer deeper insights and visual analysis.

Their SDK can be connected to anything, therefore giving businesses the option to add a reporting dashboard without creating their own from scratch.

As a new player in the embedded analytics space, Databrain had to start building its B2B content repository. At the same time, this enterprise SaaS company needed to work to compete with the likes of Tableau and Power BI.

To work on targeting BoFu keywords with relevant and in-depth blog content and drive high-intent website traffic that leads to conversion growth for Databrain.

From identifying the right target keywords to listing BoFu pieces, the SEO team at TripleDart found the missing piece in Databrain’s content marketing strategy.

• We focused on discovering bottom-of-the-funnel keywords to assist the client in steadily increasing high-intent website traffic.
• We identified and created industry-specific solution pages that address user pain points, a strategy that helped us boost conversions significantly.
• We also identified the top industry players and created comparison pages to showcase the benefits of choosing Databrain
• Our team diligently worked on developing cluster pages to display features like embedded analytics, customer-facing analytics, etc., to boost Databrains topical authorities in these areas of expertise.
• Our SEO experts conducted in-depth technical audits to identify and resolve persistent website SEO issues.
• After identifying low-performing website pages, we meticulously performed on-page optimization of all such pages by improving keyword density, using keyword variations, strategic internal linking, and improving page metatags.

With our dedicated efforts at executing a relevant SEO strategy, Databrain saw a 1600% increase in ranking keywords. Furthermore, our content creation efforts helped Databrain achieve a 2X increase in organic traffic in a span of six months.

As a B2B marketer, you must be aggressive about creating authority for important landing pages on your website. Be focused on linking these pages to valuable content that drives user action.

On the other hand, you can use content optimization to achieve SEO results for your branded content. Conduct regular technical audits to improve organic visits and online visibility.

Case Study #5: How We Helped Multiplier Scale Their Conversion Volume by 50%

Multiplier is a SaaS platform that eliminates the complications of international employment, payroll, and compliance.

Lack of cohesive demand generation strategy that uses organic SEO and paid campaigns for business growth. A fairly new website that required us to work harder to build its domain domain authority.

Building and growing their sales pipeline to drive conversions and revenue.

Multiplier hired us to spearhead their search engine optimization and content marketing combined with paid marketing efforts. We built an end-to-end lead generation engine to get consistent results for the SaaS product.

Here are the key elements of the strategy we executed for Multiplier:

• Longtail keyword research and targeting
• On-page SEO
• SEO focussed content creation
• Structured Google Ads
• Multichannel paid social strategy
• Landing page strategy

Using a long-tail keyword strategy as the foundation for creating valuable blog content, we were able to help Multiplier generate high-quality organic traffic and leads. As a result, they saw a 200% increase in organic traffic and a 50% increase in conversion volume.

Don't get disheartened by the fact that your domain rating is low. Targeting long-tail keywords for your B2B SEO can help you tap into the low-hanging fruits and quickly get relevant organic traffic for your website.

Complement this strategy with landing pages to convey why your services are the best. Keep tabs on your Google Analytics dashboard to track results and work on improving your content and your messaging.

Case Study #6: How BiteSpeed Witnessed a 100% Increase in Organic Impressions

BiteSpeed is a revolutionary SaaS product that helps Shopify-based e-commerce brands to move away from boring, impersonal marketing emails and sell with the help of B2C chat applications.

They help e-commerce store owners boost their revenue by helping them with abandoned carts and conversion optimization.

A wider TAM meant extensive content production to reach and connect with BiteSpeed's scattered customer base. Also, it was vital for us to focus on Shopify-focused keywords and topics. However, since these keywords had a high search volume, their difficulty level was also much higher.

Moreover, a large part of the SERP real estate for all such keywords was owned by Shopify and existing industry thought leaders.

To build and execute a steady organic marketing strategy for BiteSpeed.

Our SEO experts focused on three core elements of a winning SEO strategy: authority, relevance, and experience. We put all our energy into finding the right keywords and topics and creating high-quality content. Here's how we generated the desired business outcomes for BiteSpeed:

• SEO focussed content strategy
• On-page optimization
• Strategic internal linking
• Technical website audits
• Programmatic SEO to build important pages around best Shopify apps for several categories

By producing 150K words of high-quality and user-intent-focused content, we were able to help this D2C brand achieve a 200% increase in traffic and a 30% increase in opportunities on a month-on-month basis. With our efforts, BiteSpeed also got 50 plus rich snippet features in just three months!

Organic SEO and content marketing is about sticking to the basics. Keep creating valuable content and keep optimizing existing content to see your blog pages rise in popularity and attract relevant leads to your business.

Final Thoughts  

It is evident that SEO and content marketing are effective strategies to give wings to your digital presence and build a content-based marketing pipeline for your B2B business. These strategies not only help you get organic visits on your website, but they also help you drive lasting results in terms of sales and revenue.

At TripleDart, our team is passionate about helping B2B startups expand their businesses through B2B SEO and content marketing. With our single-minded focus and dedication, we were able to deliver amazing results for all the B2B companies mentioned in this post.

And we'd love to see your B2B company rise to the top and acquire a huge chunk of the SERP real estate.

So, if you're looking for a B2B SEO agency , please book a call with one of our experts.

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B2B SEO Case Study: How We Helped Boost Mind the Graph’s Organic Traffic by 400%

• 1. About Mind the Graph
• 2. SEO Strategy for Mind the Graph
• 3. Technical SEO & Website Restructuring
• 4. Effective Content Strategy
• 5. Building Backlinks
• 6. A B2B SEO Success Story

The 2023 Marketing Mix Report shows that search engine optimization (SEO) is the most implemented B2B marketing strategy. B2B organizations from several industries use this tactic to improve brand awareness, target relevant audiences, and generate leads.

This B2B SEO case study proves that SEO and content marketing can target even the most elusive audiences. If you are wondering whether you can use SEO to target that one particular designation in one specific industry for your B2B company, this case study will answer your question.Here’s an account of how Growfusely turned Mind the Graph into a B2B SEO success story.

About Mind the Graph

Mind the Graph is an online designing tool specifically created for scientific and academic purposes. The platform caters to a very niche audience comprising of scientists, academicians, and students of scientific disciplines.

Mind the Graph wanted to increase its online visibility to attract relevant audience. But, the platform’s target audience was a tricky one. They could not be targetted with general high-volume keywords and would not respond to popular content formats.

Scientists and academicians have a unique approach to research, even when looking for an online designing platform. This audience would only accept information from credible sources with exceptionally high standards.

SEO Challenges

• Mind the Graph targeted a very niche audience with a very specific need.
• The website’s structure was not organized.
• Several users were spamming the website.
• The website had many irrelevant backlinks.
• The blog pages had thin content and poor keyword targeting.
• There were limited credible opportunities to generate backlinks for the niche.

Mind the Graph approached Growfusely to seek help with their SEO and content marketing strategy. The project began in September 2020, and we saw significant results within six months.

• To generate organic traffic for Mind the Graph’s website
• To attract scientists, professionals, academicians, and students of scientific disciplines
• To get brand mentions from authoritative websites

SEO Strategy for Mind the Graph

We were targeting a unique community for Mind the Graph. That makes this campaign an interesting B2B SEO case study. While the broader aspects of the SEO strategy remained the same, we had to dig deeper at each stage to reach this distinctive audience.

Targeted Keyword Research

We divided keyword research into three phases:

• Phase 1: Identifying existing keywords on the website
• Phase 2: Identifying short and long-tail keywords for different audience segments
• Phase 3: Identifying keywords for individual content pieces

Keyword Research Phase 1:

The first phase was part of the technical SEO audit. We exported a list of keywords and phrases on the website. Then we separated the ones it was already ranking for. Based on this, we searched for relevant keywords and contextually related search terms.

Keyword Research Phase 2:

We used SEO tools to search for keywords to target different audience segments based on the following criteria:

• General terms that people used to search for such tools.
• Keywords related to challenges faced by users in designing scientific visuals.
• Keywords related to various uses of Mind the Graph platform for different purposes.

We listed out a set of keywords to target each group based on these criteria. Most of these were long-tail keywords with relatively low monthly search volumes. But they helped us precisely target our intended audience. Alongside these, we also targeted high-volume keywords that people used to search for such graphic designing tools.

Keyword Research Phase 3:

This phase of keyword research ran alongside content marketing . Each piece of content targets a set of keywords. In this phase, we looked for similar, closely related, and contextually related words/phrases for each targeted keyword.

In each phase, we prioritized the keywords based on relevance, volume, and competition. The first two phases gave us keywords to optimize the on-page optimization and link-building. The third phase gave us keywords for content marketing and building topical authority.

Technical SEO & Website Restructuring

The technical SEO revealed a lot of structural issues with the website. These problems hampered crawling and indexing. Below are some of the biggest technical SEO problems that we identified and fixed:

Unnecessary Scripts

Mind the Graph’s website has several unnecessary scripts that hindered web crawlers. These scripts also hampered the website’s loading speed. We removed all such scripts from the website.

Subdomain Migration

Mind the Graph hosted some important web pages on a sub-domain. We helped them successfully migrate these to their primary domain.

Duplicate Content

Owing to a technical glitch, the search engines were indexing multiple versions of certain web pages. We used 301 redirects on mirror versions to remove duplicate content. This created a single indexable version of the website.

Index Saturation

Some pages were obstructing search engines from indexing important pages. We identified the URL pattern of such pages and used nofollow and noindex commands to fix this problem.

Several visitors were spamming the website with irrelevant URLs and blank infographics containing backlinks. This reduced the website’s credibility. We removed all such links from the website. Additionally, we used nofollow and noindex commands for some of the website’s features, which prevented the users from spamming the website.

Low-Quality Backlinks

The website had several backlinks generated through forums and RSS feeds. Many of these backlinks were irrelevant and came from low-quality websites. We disavowed all such links to improve the website’s reputation & topical authority.

Aside from these, there were several minor technical SEO issues we fixed to improve the website’s indexability, loading speed, architecture, core web vitals, and user experience.

Effective Content Strategy

Before initiating a new content strategy, we analyzed the existing content on Mind the Blog’s website. We discovered the website had thin content in blogs and landing pages. While some of these blogs had potential, others were harming the website’s SEO and had to be removed.

Thereafter, we split the content marketing strategy into three operations:

• Updating existing content.
• Create high-quality blog content for Mind the Graph’s website.
• Contribute valuable content to high-authority websites to generate quality backlinks.

Content Operation 1: Updating Existing Content

We turned thin content pages into detailed articles and optimized them for relevant keywords. A majority of these were informative guides on how to create visuals for different scientific disciplines.

Content Operation 2: Creating Blog Content

We created unique content for different audience segments such as students, researchers, PhDs, and so on. We also diversified the content based on the uses of scientific visuals in research papers, dissertations, educational materials, etc.

These articles included user guides, checklists, tips, techniques, and best practices to help the audience design diagrams, infographics, posters, and GIFs. The new content also improved the website’s keyword targeting, internal link structure, and topical authority on relevant subjects.

Content Operation 3: Guest Blogging

We collaborated with high-authority websites to generate valuable content for their audience. For this, we focused on the websites that had topical authority for targeted keywords and the ones that were used by our target audience as a source of information.

Building Backlinks

Mind the Graph has a unique niche, so there were only a few websites with relevant topical authority. So we morphed our approach to get backlinks through these sites.

The backlink-building strategy for this B2B SEO success story focused on three goals:

• Establishing Thought Leadership
• Promoting Blog Content & Landing Pages
• Developing Topical Authority & Domain Authority

Our guest blogging efforts achieved all these goals. They got us a lot of valuable backlinks from high-authority websites as well as reputed scientific websites. We also got citations for our home page, service pages, and template pages through this activity. 

The key difference in our backlink strategy for Mind the Graph was the anchor texts. Instead of focusing on just relevance, we used the anchor text to build topical authority on high-volume keywords. This nudged the search engines to consider Mind the Graph’s landing pages to rank for those keywords.

Our strategy got Mind the Graph featured on some renowned platforms. Here are some of the prominent ones:

It was not just Mind the Graph that benefited from our contributions. Many of our guest posts received positive reactions on the host website. Some of these generated over 17,000 reads. So you can use this B2B SEO case study to guide your guest blogging and backlink strategy as well.

A B2B SEO Success Story

The success of an SEO strategy depends on a lot of factors. The Mind the Graph campaign is a great B2B SEO case study because each factor worked perfectly and it is evident in the results.

400% Higher Organic Traffic

We began the SEO campaign in September 2020 and by March 2021, the organic traffic was 400% higher. The below graph shows organic visits per month.

You will notice that there are two major upswings in organic traffic. We can attribute the first one to fixing technical SEO issues. These practices were the foundation for our B2B SEO success story. The second upswing resulted from consistent efforts in content marketing, on-page optimization, and off-page SEO.

100% Rise in Referring Domains

We also saw excellent output from content marketing and backlink-building efforts. The number of referring domains went from 430 to 880 between September 2020 and March 2021 (see the graph below).

420% Rise in Referring Pages

Alongside referring domains, we also saw a 420% rise in the number of referring pages (see the graph below). The rising number of referring domains and pages can be attributed to content marketing and link-building activities.

42.59% Rise in Ranking Keywords

In August 2020, Mind the Graph’s website was ranking for 6,538 keywords. We saw a gradual rise in this number as the campaign progressed (see the graph below). By March 2021, the website was ranking for 9,323 keywords.

It is important to note that these results took time to manifest. Aside from organic traffic, the other metrics began to rise within 3 to 4 months. But, once the strategy showed results, it was definitely a B2B SEO success story. The campaign involved a lot of intricacies that were unique to the website and its target audience. 

But you can use B2B SEO case studies as examples to help design your strategy. However, as each business is unique, you will need to alter your approach based on the industry and target audience.If you like, you can get help from Growfusely to design and execute your SEO strategy. You have already seen the results we can achieve in this case study. We can do the same for you and more. Let’s start a conversation .

Pratik Dholakiya is the Founder of Growfusely, a SaaS content marketing agency specializing in content and data-driven SEO.

Ready for SaaS tronomical organic growth?

Let's find out if we're the SaaS content marketing company you’re looking for.

B2B SEO case studies

Explore the world of B2B SEO through our insightful case studies, shedding light on the bespoke strategies crafted for business-to-business engagements.

Uncover the meticulous processes of SEO content creation, competitor analysis, and on-page optimisation that have bolstered the online presence of B2B enterprises.

Each case study is a testament to the power of tailored SEO solutions in enhancing website visibility, driving quality leads, and fostering business relationships.

How We Won a Complete Product Category for a Brand with Semantic SEO Strategies. (Clicks up by 4,400%, Impressions by 1,900%)

An IT infrastructure company came to us for help to grow a particular product category which has recently become very important for them. This segment

Maximising Lead Generation During Low Season

In today’s highly competitive digital marketplace, businesses must consistently generate organic leads to remain profitable. However, certain industries experience seasonal variations in demand, which can

How we Boost a Website’s Impressions & Traffic in 4 months.

The client is a Malaysian website that provides rental equipment and services for organising events. We took over as their SEO partner in July 2022. 

Exploding Lead Generation with the Right SEO Content Strategy

This is a quick extension of a previous case study for our client, which deals in local rental and coworking space business in Singapore. They

We achieved a 60% growth in organic traffic within 3 months by doing this!

We took up work for a Singapore based client that deals in local rental and coworking space business.  We started working on the website at

555% Growth in Total Impressions and Clicks in Just 2 Weeks After Removing Toxic Backlinks

See what happened when we took over this client in the charts below. For results filtered only for Google Malaysia, clicks from organic search results

Local Parts Factory Expands Globally with SEO Content

When this client first approached us for help to expand globally, we were able to identify three main problem areas: An old website (more than

Hardware Manufacturer Reached Max Capacity Through SEO Content Strategy

This client is a bulk contract hardware manufacturer. One of the major challenges we identified when we first spoke to them was that the company

How We Helped a Plastic Molding Manufacturer Get Out of a Google Penalty and Scale Business Internationally

In early October 2018, a plastic molding manufacturer from Thailand came to us for help. Their biggest complaint was that the website was not generating

An IT infrastructure company came to us for help to grow a particular product category which has recently become very important for them. This segment is

In today’s highly competitive digital marketplace, businesses must consistently generate organic leads to remain profitable. However, certain industries experience seasonal variations in demand, which can result

The client is a Malaysian website that provides rental equipment and services for organising events. We took over as their SEO partner in July 2022.  The

This is a quick extension of a previous case study for our client, which deals in local rental and coworking space business in Singapore. They had

We took up work for a Singapore based client that deals in local rental and coworking space business.  We started working on the website at the

See what happened when we took over this client in the charts below. For results filtered only for Google Malaysia, clicks from organic search results increased

When this client first approached us for help to expand globally, we were able to identify three main problem areas: An old website (more than a

This client is a bulk contract hardware manufacturer. One of the major challenges we identified when we first spoke to them was that the company is

In early October 2018, a plastic molding manufacturer from Thailand came to us for help. Their biggest complaint was that the website was not generating any

B2B SEO stats

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B2b seo case studies & examples.

Get the earned secrets of the most successful SEOs in B2B.

Programmatic B2B SEO Case Studies

How Webflow Does User-Generated Programmatic SEO

Webflow leverages UGC and tweaks to their template to drive +90K traffic.

How UserPilot Scaled to 100K Visitors in 10 Months

Userpilot uses Excel sheets as their database and auto-populates 100s of articles.

Our 5 Best B2B SEO Case Studies

In B2B, SEO just hits a little different. Buyers are critical. Purchases are rarely impulsive. You can make serious cash from very low volumes. And the top of the funnel is a suspect investment. Below are 6 B2B SEO case studies 👇 ‍ - Expect a teardown of their entire strategy. - Expect hints, tips and SEO experiment results. - Expect exclusive interviews with the *actual* SEO behind the story.

1. How Monday.com Wrote 1,000 SEO Articles in 12 Months (and then IPO'd)

Pre-IPO Monday.com dramatically scaled its content production.

I'm talking over 125 new blog posts per month. 1,000 that year.

#moatbuilding paid off.

The traffic growth was stoopid good.

🙌 The headline: 100K to +1.2M monthly organic visitors.

And the story behind the scale is an operational masterpiece.

Expect to learn:

⚡ Documentation: What foundational guides are fundamental to scaling content creation? And the ones you must not miss.

⚡ Keywords: How to choose those that rank in a short space of time. So you see results now, not in 12 months.

⚡ Writer acquisition: How to find enough great writers for 125 articles per month. And filter out the rubbish ones.

⚡ Quality: How to write good enough quality for Monday, even on technical topics.

Read it here.

2. Hotjar's Traffic Explosion: 47% Increase in 2 Years

Hotjar's Senior SEO & Content strategist tells us how Hotjar leverages full-funnel topic clusters to drive success.

Hotjar's search volume increased 47% over the past 2 years.

That's millions of new visitors each year.

And the best thing?

Revenue results. It's driving *actual* revenue results.

Hotjar's SEO strategy is mission-critical customer acquisition.

And as a channel, the costs are proving to be significantly lower.

⚡ Topic choice: How Hotjar leverages customers to unearth high-converting topics to write about.

⚡ Topic clustering: How Hotjar builds topic clusters—it's not all about the keywords.

⚡ Content experience: How Hotjar consciously designs content to drive readers to become customers.

⚡ Backlink building: Does a website with DR 92 does backlink building

3. How Scribe Grew from 0-30K Monthly Visitors in 7 Months

This week's SEO case study is with the world-class SEO & content strategist, Jakub Rudnik .

Safe to say he's been around the block. He was at G2 during the hyper-growth years, on which he notes:

"At G2, the big thing was our big goal of total articles written not the end result. It was the biggest mistake we've made in our career , writing 500 articles that never generated traffic or revenue or anything.”

He's also an ex-writer for the Chicago Tribune and a journalism professor, giving him an eye for what grabs the reader's attention—more on that later.

Now leading content at Scribe , I catch up with Jakub to hear how his team grew monthly traffic from 0 to 30,000 in 7 months.

⚡ How to build a world-class content strategy that actually drives revenue.

⚡ How journalism and content marketing overlap (and where they don't).

⚡ How Scribe iterated its content strategy around revenue signals.

⚡ Whether SEO is right for your company, and how to leverage your product in your strategy.

4. How UserPilot Scaled to 100K Visitors in 10 Months

It took UserPilot three years to get its first 25,000 monthly organic visitors.

And, just 10 months to get to 100,000.

Whaaaat?! Triple the growth rate. 🤯

How on earth did they...

Well, in short, they:

• Learned how to build efficient content operations (scaling from 4 monthly blogs to 40)
• Leveraged programmatic SEO to scale production even further

All without a drop in quality. Interesting. 🤔

In this case study, I talk to UserPilot’s Head of Marketing, Emilia Korczyńska to hear her story.

It wasn't an easy journey. They made mistakes along the way.

But from the flames of challenge, efficient operations were born.

UserPilot is now capable of producing 29 long-form blog posts per hour .

Per. F*ucking. Hour.

In this week's write-up, I deep dive exactly how they use programmatic SEO to do this without losing quality, and explain how you can do the same.

⚡ How to build systems that overcome your reliance on any one individual, so your content production never slows.

⚡ How to leverage keyword patterns across content types to exponentially scale production.

⚡ The templates and databases required to do programmatic SEO yourself (Spoiler: It's not that hard, even I have done it using Webflow + Sheets alone)

5. How Typeform Built SEO into a $3M Annual Lifetime Revenue Channel

Jake Stainer joined Typeform in June 2015 as employee #29.

In his first couple of weeks, they celebrated hitting $1M in annual revenue from 5,000 customers.

By the time he left just 3.5 years later?

Typeform had:

• 10x the employees
• Grown to $13M in ARR
• Grown their SEO channel to $3M in yearly lifetime value revenue

In this week's SEO case study, we hear how a growth marketer scales SEO with:

• Product-led SEO techniques
• Retention-driven topic choices
• Growth modeling for search
• Processes designed to win

⚡ How Typeform selected and prioritized keywords to drive the most revenue growth (an example of product-led SEO in action)

⚡ How Typeform built out their template library, ranking for 1,000s of bottom-of-funnel keywords.

⚡ Typeforms unique backlink building technique that scaled them to 2.3M backlinks (and 93 domain rating)

⚡ How to build an SEO growth model that makes sure your strategy prioritizes revenue (with template)

www.SEOcasestudy.com

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16 B2B Marketing Case Studies [Updated 2024]

Insights from industry professionals, founders, CEOs, and marketing managers

Explore 16 real-life B2B Marketing case studies.

We gathered insights from founders, CEOs, and marketing managers.

Discover practical strategies beyond traditional advertising and paid media. Rather than reinventing the wheel, learn from the experiences of industry professionals.

See how these experts leveraged user reviews in Online Reputation Management (ORM) and adopted account-based marketing approaches.

Find inspiration for your own B2B marketing campaigns.

3 Article Highlights

• 16 B2B marketing case studies
• B2B case studies from founders, CEOs, and marketing managers
• Use cases from real-life companies

Table of Contents

B2B Marketing Case Study Overview

B2b content marketing use cases, strategic branding and positioning use cases, b2b marketing strategy use cases, digital and online b2b marketing use cases, offline b2b marketing use cases.

Subscribe and Learn B2B Marketing.

Learn from 16 Real-Life Use Cases

Creative Social Media Campaign Boosts Sales

Content marketing and seo strategy, embrace content marketing, leverage user reviews in orm, become a data source for industry, host thought leadership webinars, utilize brand ambassadors, forge strategic partnerships, utilize review sites, account-based marketing approach, integrate online and offline marketing, linkedin business page, collaborate with industry influencers, leverage linkedin for organic growth, harness social media power, trade shows and channel partnerships, gira use case, samson ag use case, implementing marketing automation what a ride.

Creative and Oustanding Content Marketing

Chapter Overview

Social-media campaigns should sometimes be more creative than purely emotional. This B2B Marketing Case Study shows the campaign launched, highlighting the 2D floor plan, 3D video walkthrough render, and 3D floor plan in a Barbie theme promoted the new 3D products launch much better than any generic posts.

The timing was crucial, as the interest and popularity of Barbie and pink peaked in July and August at the highest rates, resulting in significantly more orders. Having a team to execute bolder ideas can help stand out online from the competition. Be bold and audacious, even if it means using branded memes. Branding is everything, and being shy is not the way to conquer the US.

Link to the campaign:

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Always unblock YouTube

Anastasia Corjan , Senior Marketing Manager, CubiCasa

An impactful B2B marketing case study that steps beyond traditional advertising is the use of content marketing infused with SEO and thought leadership. This approach is crucial for growing brand awareness and generating leads for a company like ours, which specializes in fulfillment and logistics services.

Rush Order capitalizes on creating meaningful, SEO-driven content, including in-depth blog articles, white papers, toolkits, case studies, and guides, providing actionable insights into order fulfillment’s intricacies for potential clients.

This strategy drives organic traffic to our site and cultivates higher levels of engagement, ultimately building a community and a sense of trust around our brand. It’s a testament to the power and longevity of content marketing and thought leadership in B2B marketing. It demonstrates that significant growth and a strong brand reputation can be achieved without primary reliance on paid advertising.

Dana Madlem , Vice President, Services, Rush Order

Content marketing is a prime B2B marketing case study of an effective digital B2B marketing approach that doesn’t rely on advertising or paid media. By creating valuable and informative content, businesses can attract and engage potential customers while also establishing themselves as thought leaders in their industry.

This can include creating blog posts, e-books, webinars, and other types of content that provide useful insights and solutions to common industry problems. By making this content easily accessible and shareable, businesses can increase their brand awareness and establish trust with potential customers.

Additionally, optimizing this content for search engines allows businesses to attract more inbound traffic and generate more leads.

Georgi Todorov , Founder, ThriveMyWay

One of the best use cases for digital B2B marketing is Online Reputation Management (ORM), specifically through the utilization of user reviews. ORM involves monitoring, influencing, and improving how a business is perceived online. User reviews play an integral role in this strategy.

In a B2B context, businesses often check reviews and testimonials of other companies before choosing to collaborate or purchase. Therefore, encouraging satisfied customers to share their positive experiences online can significantly enhance a company’s reputation. This can be done through emails after service delivery, prompting for reviews on the company’s website, or on relevant B2B review platforms like G2 or Trustpilot.

Joe Kevens , Founder and Director of Demand Gen, B2B SaaS Reviews

Use B2B Marketing for Thought Leadership, Branding and Strategic Positioning

For me, becoming a source of data points and information for industry publishers and journalists to utilize is often an incredibly overlooked strategy, especially in B2B markets.

You can get organic traffic and backlinks via publication references when creating stats and data points relevant to a given industry. This approach to content can provide passive link-building assets for your site over time.

Ashley Woodyatt , Marketing Manager, Woodyatt Curtains

One of our best digital B2B marketing case study is hosting thought leadership webinars. By organizing webinars featuring industry experts and thought leaders, we provide valuable insights and share expertise with our target B2B audience. These webinars position our company as a trusted authority in the B2B space, allowing us to build credibility and establish relationships with potential clients.

The webinars offer an interactive platform where participants can engage with the experts, ask questions, and gain valuable knowledge specific to their industry. The webinar format allows us to showcase our industry expertise, share relevant content, and address the pain points and challenges our target audience faces. It’s an effective way to generate leads, nurture relationships, and establish our brand as a go-to resource in the B2B sector.

Roy Lau , Co-founder, 28 Mortgage

Brand ambassadors are a major trend in helping small businesses increase brand awareness. This is an opportunity for influencers or loyal customers to rave about their favorite products online. As word-of-mouth marketing is one of the most successful strategies, it can help a small business improve its digital presence and connect with consumers worldwide.

Maegan Griffin , Founder, CEO, and Nurse Practitioner, Skin Pharm

Think and Act Strategically

One effective way to implement digital B2B marketing apart from ads is through content marketing and strategic partnerships. I have personally utilized this approach within my organization by creating valuable content that addresses the needs of my target audience. This includes social media posts, podcasts , videos, and blog articles that provide useful information and address SEO concerns.

To further improve our content’s caliber, I collaborated with B2B industry leaders such as CEOs and subject matter experts. This resulted in a successful video series highlighting our top B2B SEO strategies, featuring practical advice, real-life examples, and even heated debates. As a result, we generated a wealth of information that created a buzz throughout the entire B2B community.

Best of all, this strategy did not require any advertising expenses. Instead, it was all about producing high-quality content and establishing meaningful partnerships.

Maria Harutyunyan , Co-founder, Loopex Digital

A simple, yet effective B2B Marketing Case Study covers review sites like G2, Capterra, and Sourceforge have played critical roles in our marketing strategy. Our business is B2B software, and these sites are where knowledgeable buyers congregate. The specific review site will differ per industry, but the principle stays the same. Buyers want to see credible feedback from other buyers.

Trevor Ewen , COO, QBench

One of our top digital B2B Marketing case study is account-based marketing (ABM). By tailoring our marketing efforts to specific target accounts, we personalize content and messaging to address each account’s unique needs and pain points.

This approach allows us to create highly relevant and customized experiences for our B2B prospects, increasing engagement and building stronger relationships. With ABM, we focus on delivering value and solving the specific challenges of our target accounts, which leads to more meaningful interactions, higher conversion rates, and, ultimately, stronger business partnerships.

Jason Cheung , Operations Manager, Credit KO

Integrating online and offline marketing is the best digital B2B marketing case study. This is because you can make more informed marketing decisions using the same. Customers can consume information whenever they want and buy products wherever they want. Digital platforms make it easy for customers to purchase products in a few seconds.

If they want, they can go to your offline store and also buy from there. They can check the availability of products as well on the offline store. Many businesses follow this process but do not advertise for it. However, they must ensure their online and offline marketing strategies cater to customers’ wants and needs.

Many businesses don’t bother about advertising their offline stores. They follow offline marketing strategies for the same. But you can integrate both ways to sell products and increase sales exponentially.

Saikat Ghosh , Associate Director of HR and Business, Technource

Tactics and Strategies to Win Online

LinkedIn Company pages are dead. Unless you write it like a landing page.

The Penfriend.ai LinkedIn landing page example showcases how great copywriting breaks through the noise on LinkedIn.

Inge Von Aulock , CEO Top Apps, says: We launched the MVP for Penfriend.ai on December 1, 2023, with a waitlist. Here are the stats we they gathered:

• Waitlist Duration: 28 days
• Emails Sent: 13 emails, average 62% open rate, 12.7% click-through rate (CTR)
• Conversion to Users: 25.6%
• Conversion to Paid Users: 25.2%

Here’s the full story on how they did it:

Penfriend LinkedIn Page © Penfriend

One of our best and unique B2B marketing use cases involved leveraging industry influencers. We collaborated with respected experts, co-created content, hosted joint events/webinars, and gained endorsements through their social platforms. This extended our reach, built credibility, and connected with our target audience authentically without relying on traditional advertising or paid media.

Through our partnership with industry influencers, we were able to tap into their established networks, which exposed us to a wider audience of potential customers. The influencer’s endorsement acted as a powerful social proof, boosting trust and accelerating the decision-making process for prospects.

By engaging in meaningful collaborations with influencers, we increased brand awareness and fostered long-term relationships that resulted in ongoing support and mutual growth. This unique approach allowed us to stand out in the B2B market and achieve remarkable results.

Casey Preston , CRO and Founder, Stratosphere

Creating organic content on your personal LinkedIn page is a great way to grow a B2B presence and hence a top B2B marketing case study. Many businesses underestimate the reach that a successful LinkedIn post can have. With consistency, you can easily garner thousands of extra views on your posts and profile each week without spending a dime.

The more reactions and comments a post receives, the greater the chance of your post reaching other people’s feeds. That can subconsciously lead to networking opportunities if you see someone commenting that can bring value to your company.

Lastly, as your LinkedIn posts gain more traction, there are higher possibilities of finding other businesses that can assist with your weak points and possibly be the start of a symbiotic B2B relationship.

Having a company page on LinkedIn is great, but remember the fruitful strategy of developing organic content and growing your personal brand.

Matt Parkin , Founder, Mornings With Matt Consulting

Social media platforms have become essential for B2B marketers to engage with their target audience and build brand awareness. One digital B2B marketing use case is leveraging social media to create an active online presence, share valuable content, and build relationships with prospects and customers.

According to a recent study, 73% of B2B marketers use social media as a primary channel for content marketing. For instance, a technology company, Cisco, uses LinkedIn to share thought leadership articles and engage with its target audience. This strategy has helped Cisco generate leads and increase website traffic, resulting in a 4x increase in revenue.

Social media platforms also offer various features, such as groups, polls, and live streaming, which provide opportunities for B2B marketers to interact with their target audience and create personalized experiences.

Himanshu Sharma , CEO and Founder, Academy of Digital Marketing

Classic, above the line, B2B Marketing

As a startup operator, founder, and advisor, I’ve had my fair share of B2B marketing experiences. One of the best non-advertising strategies changes depending on your product or service.

For enterprise solutions, trade shows are invaluable. Especially niche ones with high ticket prices, attended by senior executives and industry thought leaders. These venues foster personal relationships, which is critical when selling high-ticket or innovative solutions.

For small to mid-ticket transactions, channel partnerships work wonders. They build trust, key for purchase decisions, while keeping customer acquisition costs manageable.

Regardless of your offering, content that showcases your expertise is always beneficial. Write valuable insights and distribute them freely across your social handles, trade shows, etc. Avoid requiring email capture to access this content; senior leaders dislike unsolicited follow-ups after downloading a free resource.

Rafael Sarim Özdemir , Founder and CEO, Zendog Labs

Stephan Wenger

B2B Marketing Expert, Editor and Marketing Management Consultant

Stephan Wenger is a seasoned B2B Marketing Expert with more than 10 years of experience in leading global companies. His extensive expertise lies in the realms of B2B online marketing, content marketing, strategic marketing, and driving synergy between sales and marketing, including effective lead management.

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Our Top 3 B2B SEO Case Study Examples – TrioSEO

Published by the TrioSEO Team:

• April 26, 2024

Connor Gillivan

7x Founder (Exit in 2019) | Co-founder, CMO of TrioSEO

Want help with your SEO? We have 10+ years of experience driving high-intent traffic and creating content that converts.

Get a free audit to see how much potential your website has.

Meet The Author

Table of Contents

Companies trust TrioSEO to scale their business to 6, 7, and even 8 figures using SEO.

Here are stories of how we’ve helped businesses succeed using our SEO strategies.

TL;DR – TrioSEO’s Top 3 Best B2B SEO Case Studies

In a rush? Here are our top 3 B2B SEO case studies:

• B2B SaaS case study—Grew FreeUp to $12M per year with SEO
• Organic SEO case study–0 to 1.4M Google impressions and ranking for 3.7K+ keywords
• Blog case study–From 0 to 20K organic users in a month

We offer tried-and-tested SEO strategies–the same ones that helped us scale these companies–to propel businesses to success.

Want to learn more about our B2B SEO services ? W atch it happen for y ou too!

1. B2B SaaS SEO Case Study – How We Grew FreeUp to $12 Million/Year with SEO

You’ve probably heard people say that SEO is dead. We’re here to prove to you that it’s not.

Using the SaaS SEO strategies we created, we’ve scaled FreeUp , a freelance marketplace, from zero to millions in yearly revenue in only 4 years.

Needless to say, we were blown away by the benefits of SEO for our business.

Here’s how we did it.

The Starting Point

It started in 2015 with a lightbulb moment: We wanted to create a freelance marketplace specifically for the e-commerce industry.

Well, we didn’t like how sourcing freelancers was so complicated. 

We would post job ads on platforms like Upwork and Fiverr , which generated over 50 applicants. We had to vet each applicant to get to the top 1%.

Talk about time-consuming!

So, we came up with the idea of a freelance marketplace that would pre-vet thousands of applicants and instantly give us the cream of the crop.

Ta-da: FreeUp was born.

SEO Strategy

For FreeUp to work, we knew we needed SEO for two main things:

• Attracting business owners looking to hire freelancers
• Getting freelancers to apply

We got to work and created an SEO strategy that looked like this:

• Keyword research: We researched thousands of high-intent keywords that we needed to target for content.  
• On-page SEO: We created and optimized pages around the target keywords based on our SEO checklist .  
• Blogging: Using our content system, we created content around targeted keywords. At our peak, we were publishing over 30 blog articles every month. Sound interesting? Explore our B2B blogging services and we’ll scale your SEO.   
• Off-page SEO: Lastly, we established authority by networking within the industry and building strong relationships with other companies. As a result, we naturally gained relevant backlinks that gave credibility to our website and web pages.

The Timeline

In 4 years, we had grown the business from zero to success by implementing a solid SEO strategy:

• 2015: The idea of creating a freelance marketplace for the e-commerce industry led to the creation of FreeUp.  
• 2016: We began working on our SEO. Only 3-6 months in, business owners and freelancers were signing up.
• 2017: We increased our investment when we saw our SEO efforts were working.  
• 2019: By the time FreeUp was sold to The HOTH , SEO had become its major traffic and acquisition driver.

Results Achieved

When we evaluated our results, it became clear that SEO was the reason for our business’s success.

The following numbers told us our strategy was working:

• US$12 million in yearly sales  
• Organic traffic driving 10,000+ unique users monthly
• Domain rating of 60+  
• Hundreds of keyword-focused pages and blog articles  
• Thousands of relevant backlinks  
• Ranking for thousands of keywords

This is where FreeUp is today:

Wondering whether SEO services are worth it? Well, these results surely speak for themselves.

2. Organic SEO Case Study – Zero to 1.4M Google Impressions & Ranking for 3.7k+ Keywords

Skyrocketing a brand-new website to becoming a top brand in the e-commerce space in only 12 months?

With organic SEO, it’s possible. 

We’ve done it with EcomBalance , a bookkeeping company we founded in 2021.

As long-time entrepreneurs, we’re familiar with every business owner’s bookkeeping woes, so we created a service that simplifies bookkeeping.

EcomBalance.

We started the company in 2021 and launched the website in 2022.

By then, we were no longer starting from scratch. 

We succeeded in growing FreeUp with SEO , so we knew what to do with EcomBalance.

Initially, we focused on building a foundation for the business and getting noticed by Google.

This is what we did during the first three months:

• Built the website’s core pages  
• Created blog templates  
• Started a Partner and Affiliate Program for building backlinks  
• Performed keyword research  
• Assessed our competitors  
• Created a content calendar  
• Wrote and published over 10 blogs a month

SEO did wonders for FreeUp, so we wanted to use the same strategy for EcomBalance. 

Our high-level strategy looked like this:

• Target long-tail keywords with high-quality content
• Establish a content strategy that would allow us to publish at scale
• Gain authoritative backlinks

Our process involved the following:

• Our research revealed hundreds of opportunities to rank with keywords like “e-commerce brokers” and “Amazon bookkeeping.”  
• In 6 months, we ranked in the top 5 for most keywords and generated leads.  
• Blog: We used the hubbing strategy to build internal links and target high-intent keywords. We’ve published hundreds of blog articles since the website’s launch.  
• Partnerships and affiliates
• Content collaborations
• HARO (Help a Reporter Out) queries
• PR placements
• Podcast interviews
• Guest articles

Here’s a timeline of how we achieved success with our bookkeeping company:

• 2021: Founded EcomBalance  
• 6 months in: We started ranking for top terms despite our low domain rating.
• 12 months in: We achieved #1 ranking for key search terms like “e-commerce bookkeeping” and gained regular sign-ups.

18 months in: We were ranking for thousands of target keywords and driving unique visits monthly.

SEO doesn’t work overnight . But with a sound SEO strategy, we quickly saw results.

Here’s where we are today:

• 1.4 million unique impressions on Google  
• Over 13,000 website clicks from Google  
• Ranking #1-3 for top search times like “e-commerce bookkeeping”  
• Over 1,000 unique visitors every month  
• Ranking for over 3,700 keywords  
• 1,800 backlinks from over 250 domains  
• Domain rating of 38  
• Over 100 keyword-focused pages  
• Over 300 keyword-focused blog articles

Do these look like the kind of results you want for your business? Find out more about our process to learn how we drive organic traffic for our clients.

3. Blog Case Study – From 0 to 20K Organic Users in 10 Months

From zilch to 20K users in 10 months using purely organic SEO? Wait, what?

Yes, you read that right.

You don’t have to rely on paid advertising to amp up your traffic. In fact, we don’t recommend you do so.

Why? The moment those ads stop, your traffic will also run dry, and, most likely, so will your sales.

With JCS Refresh, a pressure washing and exterior cleaning company, we focused on generating organic traffic through blogging.

For JCS Refresh, we employed a four-phase approach:

1. Developing a Content Strategy

As they say, failing to plan is planning to fail. So, we began by creating a content plan and focused on two things:

• Building authority by targeting as many relevant keywords as possible: This means conducting keyword research to develop keyword categories and sub-categories, from which we derived topics like “how to pressure wash a house.”  
• For example, one hub article discusses “pressure washing,” and several more articles, including “how to pressure wash a house,” are related to this main topic.

Wait a minute – interested in our B2B content writing services ? We’ll start with a free audit and explore your potential.

2. Writing Content

This is where our content plan came to life. Using the “sprint strategy,” we quickly published at scale. 

We hired five writers who wrote 20-30 articles per month using outlines that we created for them. 

Each outline was an optimized brief that contained all the information our writers needed to produce high-quality content.

3. On-Page SEO

There are two main ways we conducted on-page SEO: 

This ensured that our web pages ranked higher on SERPs (search engine results pages) and attracted quality traffic.  

For example, our “Deck Cleaning” page functioned like a hub, containing all blog articles that talked about the same topic.Our “Explore” page, which worked like a site map, also made the website easier to navigate.

4. Off-Page SEO

For our off-page SEO, we focused on producing quality content instead of just building backlinks. 

Here’s what we did:

• PR placements: We published press releases with local outfits to encourage local awareness.  
• Local SEO: We created directory profiles and added JCS Refresh among about 50 options.  
• Google My Business: We optimized their ‘Google My Business’ profile and particularly leveraged its “Post” feature to connect with existing and potential customers.  
• Social media: We published content on social media platforms like Facebook and Instagram to start discussions about our brand and broaden our reach.

Just like every aspect of ethical SEO , growing organic traffic takes time. 

It took several months for us to see results. But once we got the ball rolling, we just kept growing.

• October 2022: We started SEO efforts with JCS Refresh. We weren’t seeing decent traffic just yet.  
• May 2023: Traffic peaked at 7,100 organic visitors.  
• July 2023: JCS Refresh gained 17,800 clicks and 1.6 million impressions.

The results of our SEO efforts for JCS Refresh were astounding, especially given the low backlink profile.

Here are some highlights of what we achieved in 10 months:

• 17,800 clicks, 1.6 million impressions, and 20 thousand new users
• Securing the top 3 and top 10 positions for the keywords that we targeted

As you can see from the timeline, results didn’t start showing until 7 months into our SEO strategy. 

But that’s just the way SEO is. It requires a lot of patience. Stick with the process, and the results will benefit you long-term.

Need help with organic traffic for your website? Explore our article writing services to create SEO content that drives new customers and sales to your business. 

Frequently Asked Questions

Learn more about TrioSEO’s expertise and services with these commonly asked questions:

How Does Content Quality Affect SEO and Website Growth?

High-quality, optimized content helps establish authority by covering targeted keywords and providing value to readers. It demonstrates EEAT: experience, expertise, authoritativeness, and trustworthiness, a principle Google uses to decide your content’s rank.

Top-notch content may help Google rank your web pages higher on SERPs (search engine results pages) and drive quality organic traffic that’s more likely to convert into customers.

What Are the Common SEO Mistakes to Avoid for Better Growth?

Some of the most common SEO mistakes are:

• Not sticking with an SEO strategy: Many business owners get discouraged and even think SEO is a scam because they don’t see results immediately. Remember that SEO takes time to produce results (around 3 to 6 months).
• Ignoring content quality: Bad SEO practices like keyword stuffing may get you a spike in traffic right away, but that growth won’t last. Worse, Google could remove your website from their index.

TrioSEO’s article writing and on-page SEO services ensure quality content and help generate traffic and boost sales.

• Poor keyword research: Writing about topics your audience isn’t looking for will not produce your intended results. You might rank for those keywords, but in reality, they don’t do anything for your business.

Gaining high-intent keywords for your content is essential for SEO. Search engines and potential customers won’t see your content without proper research.

How Do Mobile Optimization and SEO Contribute to Growth?

Mobile-friendliness is one of Google’s key ranking factors.

Optimizing your website for mobile improves user experience, encourages users to spend more time on your web pages (hence lower bounce rates), and improves page speed.

As for SEO, the higher your pages rank on SERPs, the more traffic you generate, and the better your chances of driving sales to your business.

What Are the Best Tools for SEO Auditing and Monitoring?

Some of the best SEO audit tools are:

• Google Analytics: Great for tracking your website’s overall performance, including traffic and page load times .
• Semrush conducts a detailed site analysis and can fix over 140 issues based on priority. It also comes with an audit report that breaks down the results of the SEO audit.
• Ahrefs: Monitors keyword ranking and SERP ranking over time.

Want an SEO audit? Check out these two:

• B2B Content Audit
• B2B SEO Audit

Still think SEO is dead? Probably not.

These case studies prove that SEO works–and works well!–to help businesses succeed. 

The numbers indicate that it’s possible to take a business from nada to millions in revenue, organic traffic, and impressions.

We can’t wait to see your business grow. Sign up with us , and let’s take your business to the next level with high-level SEO.

Steven Schneider

Co-founder, CEO of TrioSEO

Looking for a 100% hands-off solution to drive high-intent traffic to your website? We’ll cover everything from A-Z: strategy, writing, editing, uploading, analytics, and more. 

Get started and our team will conduct a free SEO audit to outline opportunities and low-hanging wins.

Join a community of over 1,000 SEO and marketing professionals who stay informed with TrioSEO’s weekly newsletter.

Looking for more? The posts below can help you learn more about content marketing and SEO.

(FREE) SEO Audit For Denver Businesses – Uncover Hidden Opportunities

(9 Steps) How to Outsource Content Creation

Content Creation Workflows: Benefits, Strategies, and FAQs

Trioseo blog categories.

Want to dive deeper? Click any of the following headings to explore categies of SEO.

Learn how to enhance your business-to-business visibility with SEO strategies that effectively connect you with other companies.

Case Studies

Study detailed examples of TrioSEO’s successful strategies that have led to significant improvements.

On-Page SEO

Understand the techniques to improve your website’s content and structure for better search engine rankings and user engagement.

Off-Page SEO

Explore strategies to build authority and drive traffic through effective link-building and other off-site optimization methods.

Access a variety of educational materials, guides, and tutorials designed to help you master SEO techniques and best practices.

Discover how to optimize your Software as a Service (SaaS) offerings for search engines to attract more organic traffic and leads.

Find answers to common SEO questions, and deepen your understanding of key concepts with easy-to-follow guides.

Explore a range of tools designed to help you analyze and optimize your website’s search engine performance and visibility.

Technical SEO

Gain insights into technical aspects such as crawlability, indexability, and overall performance.

White Label SEO

Learn how to provide SEO services under your brand, offering tailored solutions without the need for in-house SEO expertise.

SEO Keywords

Master the art of selecting and optimizing keywords to enhance your website’s visibility and drive targeted traffic to your content.

Content Writing

Learn how to craft compelling and SEO-friendly content that engages readers and improves your site’s search engine rankings.

We help online businesses scale organic traffic and use their blog to generate qualified leads.

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B2B (Business to Business) Search Engine Optimization (SEO) Guide: Strategies and Case Studies

Business to Business (B2B) Search Engine Optimization (SEO) is organic search visibility increasing strategy to increase the revenue, conversions, brand value, and organic traffic on search engines such as Google, Yandex, Microsoft Bing, DuckDuckGo, and Yep. B2B SEO involves business analysis, and content marketing for key decision-makers such as CEOs, CMOs, and CFOs. Business to Business Search Engine Optimization helps small and big businesses to achieve their sales targets. B2B SEO focuses on industrial businesses as buyers and sellers to create revenue. B2B SEO is different from Business Consumer (B2C) SEO.

What is B2B SEO? B2B SEO is the optimization of Business Websites for better search rankings on Google, and Bing-like search engines. B2B SEO provides better business economics by increasing sales for industrial channels. B2B SEO has its own challenges such as low search demand for keywords, the requirement of expert authors, intense corporate communication, small and lesser-known markets, and the requirement of multilingual content for different countries. To exceed the B2B SEO challenges with B2B SEO Strategies, using various search engine optimization verticals such as Local, Technical, Semantics, and PageSpeed optimizations are required.

What are the facts about B2B SEO?

• B2B SEO Strategies involve content marketing, writing, the keyword (search query term) research, topical map creation with semantic SEO, local SEO verticals, and Technical SEO.
• B2B SEO with Content Marketing: Content marketing involves making content visible, shareable, and consumable by the targeted audience while answering the questions of the market.
• B2B SEO with Technical SEO is to improve the crawling and indexing efficiency of the website for better and faster organic search results and search rankings.
• B2B SEO with Local SEO is to provide better local relevance, explorability, and entity-oriented search reputation by optimizing the Brand SERP, further.
• B2B SEO with Page Loading Performance Time Optimization is to improve conversion rates, and usability of the website for mobile, desktop, and portable web surfing devices such as handheld smartphones, and desktop computers.
• 1. What does B2B SEO Guide focus on?
• 2.1.1. 1. What is Low Keyword Search Demand?
• 2.1.2. 2. Longer and more Complicated Sale and Conversion Funnels
• 2.1.3. 3. Low Conversion Rate
• 2.1.4. 4. Thought Leadership
• 2.1.5. 5. Legit Online Presence
• 2.1.6. 6. Years of Experience in Signals
• 2.1.7. 7. Trust Elements for Industry
• 2.1.8. 8. Digital Public Relations
• 2.1.9. 9. Certificates and Licenses for Industry
• 2.2. What is the Difference between B2B and B2C SEO?
• 3.1. 1. Analyze Buyer Personas for B2B SEO
• 3.2. 2. Determine a Target Audience
• 3.3. 3. Perform Topical Research for Higher Coverage
• 3.4. 4. Analyze Competitors’ Web Pages, and Anchor Texts
• 3.5. 5. Extract all the Knowledge Domain Concepts and Experts
• 3.6. 6. Determine a Content Production Guide for Expert Authors
• 3.7. 7. Design Conversion Funnels
• 3.8. 8. Determine Conversion Steps and Obstacles
• 3.9. 9. Determine Content Production Formats
• 3.10. 10. Perform Internal Linking and Anchor Text Optimization
• 3.11. 11. Audit Content Expertise and Accuracy of Information
• 3.12. 12. Improve Relevance, Accuracy, and Comprehensiveness Always on
• 3.13. 13. Analyze User-engagement and Feedback
• 3.14. 14. Use Omnichannel User Retention Practices
• 3.15. 15. Promote B2B Content for Digital PR
• 3.16. 16. Increase Page Speed and Crawling Efficiency for Users and Search Engines
• 3.17. 17. Increase the Historical Data of the Website by Staying Active with Higher User Satisfaction
• 3.18. What are the Most Important Steps for B2B SEO Strategies?
• 4.1.1. Results of the B2B SEO Case Study for the Metallurgy Industry
• 4.1.2. Using the Pages and Crawl Stats Reports of Google Search Console for B2B SEO
• 4.1.3. Using Google Search Console Page Experience Report for B2B SEO
• 4.2.1. The Results of B2B SEO Case Study in the Pool Construction Industry
• 4.2.2. Analyzing Google Search Console Pages (Coverage) Report for B2B SEO
• 4.2.3. The Indexed and Non-indexed pages analysis for B2B SEO involves the efficiency of the website for being understood and crawled to be indexed by the search engine. The visual expression of the analysis of the indexed and non-indexed URLs for the B2B SEO is below.
• 4.2.4.1. Analyzing Google Search Console Page Experience Report B2B SEO
• 4.2.5. Crawl Stats for the Pool Construction B2B SEO Case Study Project and their Analysis
• 4.3. B2B SEO Case Study for Gift Production Industry
• 4.4.1. Understanding B2B SEO with Google Search Console Crawl Stats
• 4.4.2. Understanding B2B SEO with Google Search Console Core Web Vitals Scores
• 4.4.3.1. Response Code Analysis from GSC Report for B2B SEO
• 5.1. Why is SEO Important for B2B Marketing?
• 5.2. What are the SEO Templates for B2B Market?
• 5.3. What are the B2B SEO Best Practices?
• 6. Last Thoughts on Holistic SEO and B2B SEO

What does B2B SEO Guide focus on?

The content of the B2B SEO Guideline is given below.

• B2B SEO Guide involves B2B SEO Strategies.
• B2B SEO Guide explains Content Marketing, Writing, and Publishing strategies that involve communication campaigns.
• B2B SEO involves social media marketing and crowdsourcing for better brand visibility.
• B2B SEO Guide involves a B2B SEO Case Study with over 100% Organic Click Increase

What is B2B SEO?

B2B SEO is to create an organic search conversion funnel according to the B2B customer’s search journey with long-term marketing strategies for ranking on search engines, primarily Google. B2B SEO involves conducting keyword research, creating a buyer persona, establishing expertise and authority for an industry with thought leadership, and comprehensive content marketing. B2B SEO best practices change according to the business industry. For example, SEO best practices for a business from the tourism industry changes compared to an enterprise for laser cutting. Large and small businesses need different B2B SEO Strategies. Thus, knowing the components of B2B SEO is important to create the best B2B SEO Strategy.

B2B SEO helps for eliminating the dependence on paid media while creating money pages that convert faster and better.

What are the Components of B2B SEO?

Components of B2B SEO involve the B2B SEO practices and their requirements, such as having knowledge domain experts as authors, and including thought leadership in the branding process. The conditions for B2B SEO are required for the components of B2B SEO practices. The conditions and components of the B2B SEO are listed below.

• Low Keyword Search Demand
• Longer and more Complicated Sale and Conversion Funnels
• Low Conversion Rate
• Thought Leadership
• Legit Online Presence
• Years of Experience Signals
• Trust Elements for Industry
• Digital Public Relations
• Certificates and Licenses for Industry
• Semantic Content Network

1. What is Low Keyword Search Demand?

Low Keyword Search Demand or Volume means that the number of searches for a specific phrase is lower than normal searches. Low search demand makes search engine optimization more details by explaining knowledge domain concepts and industrial trade components for the business. B2B SEO involves low keyword search demand by making the conversion funnels more complicated. Thus, to improve brand awareness and have topical authority in B2B SEO, brands need to process different but connected concepts and topics. For example, for accounting software, the brand needs to process accounting concepts, and methods or types to show the expertise, and canalize the users to the conversions.

2. Longer and more Complicated Sale and Conversion Funnels

The Longer and more Complicated Sale and Conversion Funnels in B2B SEO involve harder predictions for search behaviors. The market segments in B2B marketing are smaller than in B2C, thus the individual nature and personality create the difference when giving key decisions. Thus, the B2B SEO has more complicated sale and conversion funnels. Conversion path and funnel involve different types of theories, such as the 3 Click Theory, which states that every click funnel shouldn’t be longer than 3 clicks. But in B2B SEO, many companies need different channels for conversions, such as phone calls, emails, or video calls. B2B SEO Companies and Agencies focus on industry sale channels by creating a higher-profile communication campaign that involves Digital PR, news and press releases, and events for the industry. Complex B2B Sales funnels for SEO requires creating multiple landing pages, and multiple conversion actions, better call to action that explains the needs of the business’s key decision-makers. To create a million dollars worth of purchases in B2B Marketing, multiple meetings are required.

Using fairs of industry, show-rooms, 3D, and Augmented Reality technologies in B2B Marketing and SEO is needed for higher conversion rates and to increase the chance of complicated sales funnels. Fairs show the expertise of the brand, and leveraging fairs in SEO, especially Barnacle SEO methodology, helps B2B SEOs to decrease the needed phone calls or video calls before the conversion.

3. Low Conversion Rate

Low Conversion Rate is a component of B2B SEO, as complicated conversion funnels and low keyword search volume. The low conversion rate in B2B Search Engine Optimization causes due to value per sale. Value per sale involves the amount of monetary value per successful conversion. The value per sale and conversion rate is in inverse proportion. Low Conversion Rate in B2B SEO is measured differently from “click-to-sale” and “click-to-inquiry”. The “click-to-inquiry” conversion rate is higher than the “click-to-sale” conversion rate. Usually, “click-to-inquiry” conversion rates change between 4-11% according to the business industry, and “click-to-sale” conversion rates are not over 1% in B2B SEO. To increase B2B Conversion Rate, branding, and conversion path analysis and tracking are needed.

4. Thought Leadership

Thought Leadership is expertise for a certain topic or area to demonstrate professionalism, success, and experience with unique value. Thought leadership is a way of marketing, and expressing of talents and dedication of the person. Thought leadership belongs to a person who has exponential growth and success in an industry. Thought leadership in B2B SEO helps for boosting industry presence while building brand awareness faster. B2B SEO leverages thought leadership to be a reliable source and authoritative brand for a specific topic. Content marketing, social media marketing, and online and offline event ownership are different ways of showing thought leadership. As Thought Leadership examples, Steve Jobs, and Fran Blanche can be given. And, Apple SEO Project leveraged Steve Jobs’ thought leadership for higher brand awareness for many years.

5. Legit Online Presence

Legit Online Presence involves proof of the legality of the company such as a legal address, phone number, email address, company founders’ identity, headquarters, names of teammates, their background, and views for the company, a tax ID, and license of the company. Legit online presence is reflected on review and complaint websites along with investment portfolio websites that include investors, companies, CEOs, and others. The Legit Online Presence helps for B2B SEO by improving the brand’s Expertise-Authoriteveness-Trustworthiness (E-A-T) in the eyes of search engines and users. A legit online presence helps for better conversions, especially in the B2B SEO, since most of the purchases cost hundreds of thousands of United States Dollars.

6. Years of Experience in Signals

Years of Experience signals involve the length of industrial activities of the company for the industry with invoices, successes, sales, and events. Google My Business (Google Business Profiles) shows the experience of the companies by giving its foundation date, and labeling it by saying in Business for 1, 2, or 3 and more years. Google’s understanding of serving the search results whether it is for local search results, whether web results represent their understanding. To show years of experience in B2B SEO for better organic rankings, demonstrating proof of long or intense experience is needed. Google search engine measures the expertise with historical data and consistency. Google doesn’t rank websites a few days after they publish their articles. Google B2B SEO requires patience and demonstration of expertise through reviews, case studies, publications, product variations, and unique value with consistency. Years of Experience in B2B SEO involves the main 7 components below.

• The foundation date of the company is a B2B SEO factor for demonstrating company experience.
• The intensity of the length of experience involves the value of the length of experience. A company with two years of experience might have better value than a company with 10 years of experience.
• Company Success Stories involve case studies, research, publications, books, webinars, seminars, education sessions, and social responsibility campaigns to demonstrate the business value to the industry. Company success stories help B2B SEO by creating brand value, and better E-A-T.
• Company Press Releases and Coverage helps B2B SEO by providing a corporate image by demonstrating the company’s value.
• Company CEO’s Length of Experience helps to strengthen the experience of the company. A company with 0 years of experience takes advantage of a high-level, experienced CEO.
• Company Product Line involves the products that the company produces. A long product line shows the success of the company with variations of the same product.
• Company Review Count and Review Deepness demonstrate the business feedback. Older reviews and detailed reviews show the experience level of the company in satisfying the clients and customers. B2B SEO and company reviews are connected due to E-A-T, and conversion funnels.

The experience signals help B2B SEO agencies to boost organic search visibility for small and large businesses, including enterprises with a faster conversion path.

7. Trust Elements for Industry

Trust Elements for Industry involve the trust signals such as positive relationships, good judgment, consistent success, and unique expertise. Trust elements differ between industries. For example, for a business in the automotive industry, the big automobile manufacturers as partners might signal trust for the company. Trust elements help for Business to Business search engine optimization to convince key decision makers for big purchases. Trust Elements as a component in B2B SEO help businesses for convincing more clients. Search engines use trust elements to filter unreliable web sources from the prestigious and confident service providers and product producers in B2B and B2C industries. The fundamental website and company trust elements for B2B SEO are listed below.

• Success Stories
• CEO Background
• Social Responsibility Projects
• Citations of the Company name in reliable sources
• Positive user and customer feedback
• Strong social media existence
• Having a live customer support
• Having an open address, phone number, and email address on the website
• Expertise signals such as unique research and rewards.
• Reliable partners in the business world

8. Digital Public Relations

Digital Public Relations for B2B Marketing and SEO involves different media coverage with magazines, newspapers, TV, and digital publications. The return on investment for Digital PR is higher than for Business to Consumer Digital Public Relations. According to a study by CMO Council, 87% of BtoB (Business to Business) buyers are affected by digital public relations and online content marketing. 17% of the B2B buyers meet with the suppliers through physical contact and meetings after the exposure to Digital PR. Digital PR for B2B SEO helps for acquiring more referring domains, and backlinks to increase the PageRank, and approval from the web while boosting referral traffic along with the trust for the company. The digital PR budget for B2B SEO is arranged according to cost-per-click metrics, and tangible results.

9. Certificates and Licenses for Industry

Certificates and Licenses for Industry are a part of B2B SEO to improve the trust and conversion funnel success. Certificates and Licenses for Industry norms help a business to prove its success, and authoritativeness, along with expertise for the specific topic. For example, the automobile industry needs certain types of manufacturing licenses, or automobile selling licenses, and for the laser cutting industry, the “HOBBY Series Certification”, and “Pro-Series” certifications are used. The used certifications and licenses should be specific to the brand so that the company can prove its responsibility. The B2B SEO leverages certificates, licenses, and media coverage of the company for further relevance and topical authority.

10. Semantic Content Network for B2B SEO

Semantic SEO, and Semantic Content Networks, are fundamental for B2B SEO. Creating a glossary for the industry, explaining production, and manufacturing methodologies, produced components, their types, materials, and service types. For example, a company from laser cutting and 3D Printing services has to cover all the materials, machines, machine parts, types, produced components, colors, and improvements. Covering all the possible phrase taxonomies, products, search intents, query networks, and groups, and reflecting the best possible lexical relations, and query semantics on web pages’ content is important for B2B Semantic SEO.

What is the Difference between B2B and B2C SEO?

B2B SEO and B2C SEO differences involve branding, content marketing, keyword research, and semantic SEO differences mainly. B2B SEO campaign budgets are bigger than B2C SEO campaigns, even if the B2C SEO campaigns require more authors and bigger content networks. To see the main differences between B2B and B2C SEO strategies, read the comparison table below.

What are B2B SEO Strategies?

The 15 main B2B SEO Strategies and tactics for improving the organic search performance of B2B companies are listed below.

• Analyze Buyer Personas for B2B SEO
• Determine a Target Audience
• Perform a Topical Research for Search Behaviors
• Analyze Competitors’ Web Pages, and Anchor Texts
• Extract all the Knowledge Domain Concepts and Experts
• Determine a Content Production Guide for Expert Authors
• Design Conversion Funnels
• Determine Conversion Steps and Obstacles
• Determine Content Production Formats
• Perform Internal Linking and Anchor Text Optimization
• Perform Content Expertise and Accuracy Check
• Improve Relevance, Accuracy, and Comprehensiveness Always on
• Analyze User-engagement and Conversions
• Use Omnichannel User Retention Practices
• Promote B2B Content for Digital PR

B2B SEO Strategies involve different methodologies and techniques from semantic SEO and Technical SEO verticals. Increasing crawling efficiency, creating a buyer persona, simplifying conversion funnels, building scalable content marketing, and producing strategy are different aspects of B2B SEO. Read the B2B SEO Strategies below to increase the organic search performance of B2B SEO projects.

1. Analyze Buyer Personas for B2B SEO

Buyer persona involves characteristics, demographics, and traits of the targeted market individuals. A buyer persona is used for messaging and planning content marketing. Interesting topics used on social media platforms, and instant messaging applications along with the search behavior of buyer persona help B2B SEO for content syndication, repurposing, and formatting. B2B SEO usually targets smaller markets and groups of people compared to B2C SEO. B2B SEO uses Buyer Personas to improve content reach, engagement, and conversions. Making detailed buyer personas decreases the complexity of B2B SEO. The questions that are asked, the feelings during the online or offline meetings, lead generation paths, and methods are optimized according to a buyer persona. In search engine optimization, buyer personas are used to analyze searchers’ backgrounds, so that related topics can be targeted within the same content network for better conversion funnel coverage. Conversion funnel coverage means touching more Moment of Truths during the buyers’ searching journey from the beginning to the end of the funnel. Buyer persona creation is called buyer persona development. Buyer personas are called marketing personas, target personas, or audience personas by marketers. B2B SEO uses the buyer personas for analyzing the traits below.

• Demographics of buyer persona involve age, gender, marital status, homeownership, ethnicity, religion, disability status, health, income, and education.
• Occupation and Economics of buyer persona involve debts, financial independence, occupation, and career.
• Interest areas and lifestyle of buyer persona involve house, car, transportation, sports, movies, books, and family life.

B2B SEO uses buyer persona traits to leverage communication with the targeted audience. Using interviews, contacts database, forms, and phone calls help B2B SEO to update and expand the Buyer Persona for better rankings and higher conversion rates.

2. Determine a Target Audience

Determining a target audience in B2B SEO refers to differentiating the group of individuals that are targeted for reaching out for B2B sales. Target audience and intended audience are two different marketing concepts. The target audience is directly for conversions while the intended audience is broader, and involves people who are interested in the topic, but far away from the conversions. Using target and intended audiences in B2B SEO campaigns help a brand increase its awareness and user loyalty.

Determining a target and intended audience for B2B SEO is helpful for connecting with target potential customers and turning visitors into customers. Having a flywheel marketing understanding is helpful to convert target audience individuals to brand ambassadors. B2B SEO is highly intersected with B2B marketing. To have a better brand search volume, and demand, or triggering Brand SERP features that promote the company’s successes with People Also Ask questions, Google-related search terms, or autocompletion is done by being closer to the target audience than B2B competitors. To determine a target audience in B2B SEO, use the referring domains of the competitors, forums, forum threads, questions, answers, influencers, and influencer interactions along with the video portals and search engines such as YouTube by analyzing their behaviors. Covering the targeted audience and market characteristics inside the website to increase brand penetration.

3. Perform Topical Research for Higher Coverage

Perform topical research for higher topical coverage for better organic search rankings and topical authority. Topical research is a method to cover certain topics along with search query groups and networks with the correct angle. Keyword research and topical research are different, but connected things to each other. Topical Research involves finding the main, sub, and side topics for a business for reaching out and covering the users’ search journey for the conversion funnel. Topical research is a method for understanding semantic web behaviors in the context of semantic search engines. Web users perform semantic search behaviors in certain patterns to reach out to a certain target on the open web. For example, searching for a dental implant material, and a specific material’s health effects, in the long run, are connected to each other. Both of these topics might be covered by different websites, such as a dentist website, or a dentist material website. According to the brand’s identity and the web source’s purpose, the topical research and topical coverage are performed by semantic SEOs.

Why is topical research beneficial for B2B SEO? B2B SEO uses topical research for proving thought leadership, unique information to prove the expertise of the source, and higher historical data for proving the web source’s consistent expertise and quality increase. The topical research benefits include proven expertise, and a higher user, and customer base.

4. Analyze Competitors’ Web Pages, and Anchor Texts

Analyze competitors’ ranking web pages and anchor texts in B2B SEO. Anchor texts are indexed by the semantic search engines to understand the conceptual connections and the topical-contextual alignment between the source and target pages in hyperlinks. The anchor text differences signal the topical connections between the web pages, to demonstrate the importance of the specific web page. Title, meta description, introduction paragraph, heading vectors and words, anchor texts, list elements, and table column names create the topicality of the page. The context mismatch between the web page content components such as anchor texts, or titles creates contextual relevance dilution. To prevent such a situation, understanding how search engine algorithms are trained by authoritative sources, and creating more granular and closer connections in a clear methodology is better.

The main improvements for the anchor texts and competitor web page comparisons for B2B SEO are below.

• Auditing anchor text words from competitor B2B competitors.
• Auditing words and terms appear in anchor text on B2B web pages.
• Checking harmony and alignment between headings, and titles along with headings and anchor texts.
• Exploring knowledge domain terms and expertise level of competitor B2B pages’ content for comparing the credibility.
• Matching the anchor text terms to the Google autocomplete suggestions for queries to see how the internal navigation of competitors and Google’s understanding of the search behaviors are aligned with each other.

The Competitors’ Web Pages signal the trust elements that are used for users and search engines E-A-T-related algorithms. Thus, auditing competitors’ pages for web page layout, trust, and communication elements including typography, design, and link positions are helpful for B2B SEO.

5. Extract all the Knowledge Domain Concepts and Experts

Extract all Knowledge Domain Concepts and Experts for B2B SEO. Knowledge Domain Concepts and Experts are used to signal the expertise level of the content related to the business industry. Using and defining the knowledge domain concepts by using the authority sources with the information consensus help to convince the users with high information literacy. The knowledge domain concepts include the terms that are used especially in the specific topical cluster. The contextual terms are used to demonstrate the topical relevance of the web source while showing its authenticity for the industry.

Having research, PDF files, statistics, surveys, and university citations for defining the knowledge domain concepts and being mentioned as an expert together with other experts help B2B SEO to prove credibility and topical authority. Using unique, richer definitions with examples for the knowledge domain concepts is a method for being a higher authority for the B2B Industry.

6. Determine a Content Production Guide for Expert Authors

Determine a Content Production Guide for Expert Authors in B2B SEO. SEO Campaigns shouldn’t use non-expert Authors, in B2B marketing. Business to Business industries requires a high level of expertise and deep information for the industry concepts, or production methodologies to prove the authenticity, uniqueness, and originality of the company. Content Production Guide educates Expert Authors to write and compose expert information for B2B Content Marketing. The content production guide is called the “Content Engineering Guide” in Holistic SEO since based on certain methods and principles the authors produce the content. Content engineering requires determining sentence structures, question and answer formats, average content detail, length, image, audio, or video production methodologies, style, and tonality of the content. The content production guide is chosen and designed according to the industry of the B2B SEO Campaign. For example, a B2B SEO campaign for Pharmacy needs to have a more serious and scientific article and content production methodology than the B2B Gift industry.

7. Design Conversion Funnels

Design Conversion and Click funnels for B2B SEO. B2B SEO has a higher pricing point that affects the complexity and patterns of Conversion Funnels. B2B Conversion Funnels have multiple channels such as emails, phone calls, form submissions, physical meetings, or in-person store visits. The forums and exhibitions are the least used but most converting parts of the conversion funnels in B2B Marketing. To prove the authority, uniqueness, and authenticity of the B2B Campaign, using every step and vertical of the conversion funnels in B2B SEO is needed. Including offline and online conversion channels and patterns together in SEO campaigns help for higher conversion rates, along with an average shorter timeline per conversion.

To design a proper conversion funnel for B2B SEO, the average click and visit count before the conversion is measured. The demographics, psychology, and most problematic steps in the conversion path are analyzed. The conversion funnel designs for B2B SEO are to simplify conversions while supporting the key decision makers and sales teams of international or small businesses. To simplify the conversion funnels, examining the questions that come from customers, listening to existing partners, attending exhibitions, and examining the audience are methods to improve B2B SEO conversions.

8. Determine Conversion Steps and Obstacles

Determine Conversion Steps and Obstacles for B2B SEO. Conversion Steps involve the moment of truth for performing the purchase. The moment of truth defines the moment that the customer decides to buy something. It is examined by marketers to understand how customers decide, or when deciding, to purchase a product. Conversion steps and obstacles for B2B SEO and marketing are connected to the moment of truth to analyze the multiple types of the moment of truth. Conversion steps for B2B SEO include familiarity, trusting, purchasing, and advocating for the company. The purpose of B2B SEO is not to sell a product or service only once, it is to have lifetime partner companies. Thus, the end step for B2B Marketing and SEO is having business partners from related industries with positive commercial relations. Thus, the obstacles for B2B SEO and Marketing are the amount of time for gaining the trust of the key decision maker and providing the service or the product end-to-end. Providing a product or service end-to-end means making everything ready for the buyer company. For example, a factory owner that buys certain types of machines needs software, training, transportation, and installation. Thus, partnership, companionship, and long-term business relations are needed in B2B Marketing. B2B SEO has to show the trustworthiness of the company with end-to-end service solutions to overcome obstacles of B2B SEO conversion funnels.

9. Determine Content Production Formats

Determine content production formats for B2B SEO. Content production formats involve the content forms for B2B SEO and B2B content marketing. The content formats such as PDF, PPTX, or Infographics, articles, videos, podcasts, audio, and music determine the communication style through content marketing. Choosing the correct content format for the correct content vertical is important. Content verticals involve the platform where the content is used for content marketing. Social media B2B Marketing and Podcast B2B Marketing are different from each other, thus selecting different content formats is needed. To perform omnichannel content marketing for B2B SEO, combining and deciding correct content repurposing and reformatting methodologies are used. For example, an international stock trading consultancy company for other companies requires podcasts rather than Instagram marketing.

10. Perform Internal Linking and Anchor Text Optimization

Optimize Internal Linking and Anchor Text for B2B SEO. Internal Links and Anchor texts help search engines to relate web pages to each other, while search engine crawlers understand the web pages’ purpose better. Every web page is created for a specific purpose. Thus, anchor texts describe the purpose of the web pages. The summary parts of the web page are the title tag, heading 1, and meta descriptions. The purpose of the web page, and summary parts of the web pages align with each other for better B2B SEO performance. The Internal Linking and Anchor Text optimization from a Business to another Business Search Engine Optimization are below.

• Close the anchor text gap for showing the naturality and relevance of the web pages to each other better.
• Do not use the anchor texts just for closing the anchor text term gap.
• Use only descriptive anchor texts, do not include words such as “read more”, or “click more” for anchor texts.
• Do not use more than 4 concepts in the anchor texts.
• Use the shortest anchor texts on the most important web pages for the most important pages.
• Limit the number of internal links on a web page to weigh the existing internal links more.
• Place the related internal links at the same or closer places to each other.
• Do not use the internal links before explaining the definition of the concept in the internal link.
• Explain the connection between linking and linked web pages to show the possible purpose, or the need, of the click on the link.

Internal Link optimization and anchor text types are helpful to understand the prominence of internal links for B2B SEO from user experience optimization and search engine optimization points of view.

11. Audit Content Expertise and Accuracy of Information

Audit content expertise and accuracy of the information and expertise level for B2B SEO. Auditing content accuracy requires checking the facts on the web page by classifying the factual information. Google and other semantics search engines try to have consensus for scientific topics by auditing the citations, and information sources, such as researchers. Auditing content expertise and accuracy of information require having an expert content manager, or the company’s own employees and teammates need to be experts. Search engines improve the quality and expertise thresholds for being ranked on search engine result pages. Thus, the need of including expert information with accuracy for B2B Content items, and expertise for the same knowledge domain is a must for the company’s team members.

What happens if there is inaccurate information in B2B Content? Google and Microsoft Bing are semantic search engines that understand inaccurate information by corroborating web answers from multiple web sources. The wrong, inaccurate, and misleading information on content signals low information quality on the website. Thus, algorithmic demotion for the organic search rankings happens over time. Understanding facts, and evaluating factoids are tasks for search engines to differentiate true authorities and experts from the imitated expertise.

Including Unique and First-time facts, and asking new and original questions to explain a knowledge domain, is an easy and efficient way for being a better authority.

12. Improve Relevance, Accuracy, and Comprehensiveness Always on

Improve Relevance, Accuracy, and Comprehensiveness always-on for B2B SEO. Improving the relevance and accuracy of the information in the web page content is related to content decay. Content decay is a fundamental concept for fresh and valid content. Freshness and Query Deserves Freshness are concepts for Google Search Engine ranking algorithms. Fresh web pages with updated and valid information have a higher click-satisfaction and ranking chance on the SERP compared to outdated content. The queries on Google Search are new by %25 every day, according to Google Search Relations. The new and unique search queries on Google are classified by the Hummingbird based on semantics and query clustering algorithmic decisions. The new information for a concept, or knowledge domain and new search queries for the fresh information make the old and non-updated content less rankable over time. Google Search Quality Rating Guidelines involve different types of outdated and decayed content examples to explain that the Page Quality score is not good enough to be ranked for web search engine users. B2B SEO requires to be improved, updated, and configured content for higher relevance, and comprehensiveness. The newly added information and possible combinations of questions are answered by adding new sections to the existing content or merging different content items.

13. Analyze User-engagement and Feedback

Analyze user engagement and feedback for B2B SEO. B2B SEO has a low conversion rate, thus analyzing the user engagement for B2B SEO mostly involves non-returning users or informational user behavioral metrics. To analyze the user engagement for a B2B SEO campaign, there are 3 main steps. First, segment the website into different parts in Google Analytics 4, or other web analytics technologies for differentiating user behaviors from each other. Second, analyze user-flow metrics to see which pages have the highest exit rate, and when the users do not scroll down or perform their visit purpose. Third, use A/B tests with tools and technologies such as Google Optimize to understand how the users give feedback while visiting the website. Analyzing user engagement and feedback is beneficial to make the content more responsive to the users’ possible and related search activities.

14. Use Omnichannel User Retention Practices

Use Omnichannel User Retention Practices for B2B SEO. SEO is not done only via Google search pages. Holistic SEO involves every vertical of the web including social media, video portals, news publishers, podcasts, etc. Thus, omnichannel user retention practices are related to Holistic and B2B SEO. Omnichannel User Retention involves communicating with the user via multiple communication channels such as email newsletters, YouTube channel subscriptions, website visits, or push notifications. Omnichannel user retention helps to improve conversion rate and have more brand advocates. According to the Holistic SEO, users that follow a brand from social media, and subscribe to the newsletters of the same brand convert by a %25 higher possibility.

15. Promote B2B Content for Digital PR

Promote B2B Content for Digital PR for B2B SEO. Digital Public Relations (PR) is the process of improving brand awareness by positioning a brand for higher quality and authority in the perception map of consumers. Digital PR helps brands to improve their prestige, and trustworthiness along with their popularity. Having a higher search demand with positive sentiments, having higher positive reviews, or acquiring external hyperlink references (backlinks) help Google search engines to trust a web source with higher confidence. Increasing the PageRank of a website, and its relative importance in a link graph helps a website rank higher by proving its trustworthiness and quality. The Digital PR provides external references and mentions along with reviews by showing the brand as an authoritative source. Thus, Digital PR and Business to Business SEO are related to each other. Promoting B2B Content with Digital PR to show authoritativeness by being mentioned by national and local news publishers, editorial opinion owners, and thought leaders helps for higher organic search rankings in B2B SEO.

16. Increase Page Speed and Crawling Efficiency for Users and Search Engines

Increase Page Speed and Crawling Efficiency for Users and Search Engines for B2B SEO. Technical SEO and B2B SEO are connected to each other. Page Speed and Crawling Efficiency for a better user experience, and a faster, less-costly crawling experience for search engines are required for B2B SEO. To improve Page Speed or decrease page loading time, there are 5 main techniques. These are using server-side compression technologies such as Brotli and GZIP, minifying HTML, CSS, and JS files by removing the whitespace, using a Content Delivery Network (CDN) for faster server response times, using less resource request count, and smaller resources. The crawling Efficiency of a website means how efficiently search engine crawlers crawl the website. The metric for measuring the crawling efficiency of a website involves the amount of resource crawl hits compared to valuable web page count and total time for crawling the website. Crawling efficiency increases if the resource crawl hits are less compared to the valuable web page count. Crawling time is another type of cost for the crawling efficiency calculation that decreases crawling efficiency when crawling takes longer time for the website. B2B SEO and crawling efficiency are related to each other because search engines do not prefer a non-crawlable and indexable or highly costly website for being crawled for ranking purposes. Low-cost and high-value websites are always more important for being ranked in B2B SEO.

To allocate and arrange the web development resources of the B2B SEO Campaign, having a solid relationship with the Chief of Technology Office, and web developers in the company is needed. Preparing Technical SEO and page speed improvement tasks for CTO and web developers with clear documentation, and practical involvement to improve B2B SEO efficiency with technical aspects.

17. Increase the Historical Data of the Website by Staying Active with Higher User Satisfaction

Increase the Historical Data for the Website by Staying Active, with Higher User Satisfaction. Historical data involves the user’s activities over a period of time on the search. Historical data is used by search engines to evaluate the websites for ranking and quality assessment. Historical data without a proper quality signal from the search behaviors data cause websites to lose traffic, while high-quality websites give higher quality signals over time. Google Broad Core Algorithm Updates use historical data to change the prioritization of web sources. To have enough historical data, search engines wait enough time for performing and testing an algorithmic update. Historical data and B2B SEO are connected to each other. A website with higher historical data has a higher potential for being evaluated by the search engine with higher confidence. Search engines work with machine learning algorithms by labeling websites with critical dimensions such as their quality, identity, design, and layout. The rule-based systems and machine learning (ML) algorithms work together to evaluate the websites with historical data. B2B SEO and Historical Data are connected to each other. Because, to have higher historical data, the website needs to have higher search activity. Thus, having higher mentions, reviews, impressions, clicks, or mouse hover effects or being ranked in the image pack, and other types of search activities help websites to increase their historical data. The positive user feedback historical data helps SEO Campaigns to increase their chance of being ranked. The B2B SEO requires a higher topical coverage to increase the positive historical data for being evaluated by the search engine as an authoritative source. Every negative user feedback from a search behavior that affects the historical data decreases the ranking of the website and increases the chance of demotion during the Broad Core Algorithm Updates. Thus, increasing positive user-feedback occurrences in the historical data of search behaviors is required for B2B SEO Campaigns’ successes.

What are the Most Important Steps for B2B SEO Strategies?

The most important steps for B2B SEO Strategies involve using having an omnichannel user retention strategy, having a strong brand existence with digital public relations and brand positioning, writing and producing expert-level accurate and unique information, being a thought leader for the industry, and simplifying the conversion funnels for the business. The most essential and critical steps for B2B SEO Strategies are related to having a target audience with an accurate buyer persona, and a connection with the decision-makers through the beginning and bottom of the conversion funnel.

SEO Case Studies for B2B Industries

The B2B SEO Case Studies in Holistic SEO include heavy metallurgy, laser cutting, CNC machining, 3D printing, Plastic Injection Molding, Pool Construction, and Mass Gift Production industries. The B2B SEO Guide of Holistic SEO includes two different websites. One is a company from New York that works in the industries of heavy metallurgy, 3D printing, CNC Machining, and printing, molding, and manufacturing on demand, and the other one is from the pool construction business. In the next sections, the successful SEO Case Studies in B2B markets are explained.

B2B SEO Case Study for Heavy Metallurgy Industry

The B2B SEO Case Study subject website name is kept hidden due to the NDA agreement below. The subject website for heavy metallurgy B2B SEO is a multimillionaire Wall Street company. A section from the NDA Agreement to keep the website’s and brand’s name hidden for possible SEO case studies or other types of activities is given below.

Results of the B2B SEO Case Study for the Metallurgy Industry

The Heavy Metallurgy Industry B2B SEO Case Study results are given below.

• 115% Organic Click Increase in 3 Months YoY Google Search Console Performance Comparison
• 97.6% Organic Impression Increase in 3 Months YoY Google Search Console Performance Comparison
• 36,000+ New Organic Search Queries
• 1126 New Top 3 Ranking Organic Search Queries
• 2665 New Between 4-10 Organic Search Queries
• 34,000 New 10-100 Organic Search Queries

The Heavy Mettalurgy Industry B2B SEO Case Study results from Ahrefs to demonstrate the over 100% organic click increase in 5 months are below.

One month later, the B2B SEO Project’s organic search performance is visible below, with another 20% organic click increase and a %15 query count increase.

The Heavy Metallurgy Industry B2B SEO Case Study results from SEMrush to demonstrate the over 100% organic click increase in 5 months is below.

The B2B SEO Project’s performance graphic from another SEO traffic tracker is below with another %15 organic search, and a %7 query count increase, after 1 month.

The Heavy Metallurgy Industry B2B SEO Results from Google Search Console are given below as naked.

One month later, the organic search performance for the last 6 months reached from 370,000 clicks to 507,000 clicks.

The 3 Months Year-over-Year Comparison that demonstrates over 100% organic click and impression increases from Google Search Console for the B2B Heavy Metallurgy SEO Case Study is below.

One week later version of the Organic Search Performance of the B2B SEO Project is below. The website reached another organic click and impressions peak inside the Positive Ranking State.

The Google Search Console performance report for the B2B SEO case study demonstrates positive ranking and traffic growth is above.

Same comparison, one more month after the version is below.

Using the Pages and Crawl Stats Reports of Google Search Console for B2B SEO

The results for the B2B Metallurgy SEO Case Study from Pages and Crawl Stats reports are below.

• The Not Indexed and Indexed Page balance is important for Cost-of-Retrieval.
• The Not Indexed Page count shouldn’t be higher than the Indexed Page Count.
• The Indexed Pages should have enough level of quality so that the search engine continues to crawl and value the website.
• The Total Crawl Requests for the source are on the left side.
• The 786,000 crawl request is a high amount, but since the response time is below 200 MS, the source is able to save itself despite non-necessary resources and pages.

Below are the visuals of the Crawl Stats and Pages Reports of GSC for Metallurgy B2B SEO Case Study.

The Crawl Stats from the Google Search Console Report for demonstrating the file types and Googlebot type for the characteristics of crawl hits for B2B website is below.

• The source doesn’t show the HTML Documents as it should be shown to the search engine.
• To have a better B2B SEO Result, the website should prioritize the indexable content in crawl stats such as HTML, and Image files rather than JSON, or CSS and JavaScript files.
• Thus, the Resource Load hits are too high.
• It demonstrates a High-level of Cost of Retrieval.

The JSON, JavaScript, and CSS resources have a higher percentage than HTML documents. HTML Documents are crawled around 17% which shows the real indexing value resources do not take attention from the search engine due to a crowded source code which signals the need for a re-organization of the coding structure of the website.

The Response Code distribution from the GSC for B2B SEO involves the responses of the web server of the B2B SEO subject website for the requests of the Googlebot. The 304 and 200 status codes are valid for a healthy crawling profile for SEO, including B2B Vertical while internal redirects, and 404, or 302 URLs should be cleaned by improving the internal crawling signals of the website. The results of the B2B SEO Metallurgy Website’s GSC Crawling Report’s “By Response” and “By Purpose” areas are below with their results.

• Having 304 and 200 status codes over 90% in total is important.
• Here, the %92 of the response codes are actually 200 and 304 Status Codes.
• It shows that the website has a healthy crawling response code.
• It incentives search engines to crawl further for finding the content since it doesn’t waste resources.
• The %3 Discovery Crawl Hits help source to refresh itself in Google’s index by showing that the website is actually an active source.

Using Google Search Console Page Experience Report for B2B SEO

The Core Web Vitals Report of Google Search Console demonstrates the real-user experience data for specific page speed metrics such as largest contentful paint, cumulative layout shift, and total blocking time. The Core Web Vitals for B2B SEO matter, especially for more competitive niches. The results of the GSC Page Experience Report for the B2B SEO project are below.

• The Core Web Vitals affect the rankability of the sources for competitive niches.
• Since there are multiple candidates to be ranked, the User Experience and the page loading time become more important.
• The B2B SEO Case Study Subject Website doesn’t pass the Core Web Vitals.
• Only 32.7& of the URLs pass the Core Web Vitals on Mobile, and 71.3% of desktop URLs pass the Core Web Vitals.
• The Mobile CWV improvements are correlative with the ranking increase.

The image clicks and impression performance changes overall for the B2B SEO Project are below.

The image SEO performance comparison for the B2B company SEO project for the last 6 months is below with the key points and strategic points.

B2B SEO Case Study for Pool Construction Industry

The second B2B SEO Case Study in B2B SEO Guide is from Pool Construction Industry. The pool Construction industry is a hard and tiny, but valuable niche in providing millions of dollars of income per sale. Thus, the traffic that is acquired in these topics is really valuable. The B2B SEO Case Study from Pool Construction Industry involves many technical SEO problems, but thanks to the brand search-demand increase, and semantic content network creation, it increased its overall authority and topical relevance. The Pool Construction B2B SEO Case Study subject website involves multilingual SEO since it exports its products to other countries.

The name of the Pool Construction Company name is explained in the future coming book “Information Responsiveness in SEO”, and after the launch of the book, the name will be added here.

The Results of B2B SEO Case Study in the Pool Construction Industry

The results of the B2B SEO Case Study from the Pool Construction Industry are given below.

• 254.24% Organic Click Increase in Google Search Console in 3 Months YoY Comparison
• 299% Organic Impression Increase in Google Search Console in 3 Months YoY Comparison
• 6672 New Organic Search Queries
• 364 New Top 3 Ranking Organic Search Queries
• 544 New Between 4-10 Ranking Organic Search Queries
• 5900+ New Between 10-100 Ranking Organic Search Queries

The Pool Construction Industry SEO Case Study results from Ahrefs with organic search performance graph are below.

The Pool Construction Industry SEO Case Study results from SEMrush with organic search performance graph are below.

The over %200 Organic Click increase in 3 months of year-over-year comparison in Google Search Console for B2B SEO Case Study from the Pool Construction industry is below.

The overall organic click and impression increase from the naked and open Google Search Console Data for the B2B SEO case study is below.

The B2B SEO Case Study from Pool Construction Industry subject website has increased its positive ranking state further, and 2 weeks later, the year-over-year 3 months Google Search Console comparison graphic started to show a 254% organic click increase, and over 250% organic impression increase.

The Summary of the results of the B2B Pool Construction Brand’s SEO Campaign is below visually.

The second visual for the results of the B2B SEO for Pool Construction Company is below.

Analyzing Google Search Console Pages (Coverage) Report for B2B SEO

Analyzing Google Search Console Pages Report for B2B SEO requires understanding the prominence of Technical SEO for success. The “alternate page with the proper canonical tag” involves URL differences for the same or highly similar content, while “Not Found 404” pages are dangerous for the website’s trustworthiness and freshness along with the crawling efficiency. Most B2B SEO projects use old web development frameworks and systems, thus technical SEO problems matter more. The B2B Pool Construction SEO Case Study’s search console report for “Pages” is given below.

• The Page’s Report example from B2B SEO Case Study demonstrates the number of web pages that are not indexed from different verticals.
• Having Soft 404 pages, Duplicate without user-selected canonical, and pages with redirect decrease the quality of the crawl path while making the website costlier for the search engine crawlers.
• The B2B SEO Case Study from Metallurgy Industry shows that the content quality and brand authority might incentive crawlers further despite big numbers of non-indexed pages and unnecessary resources.
• The Pages Report from Google Search Console of the B2B SEO Company from Pool Construction Company.
• The high amount of 404 URLs, internal unnecessary redirections, Soft 404 URLs, and internal 404 URLs, server response errors are problematic.
• The “423 crawled not indexed” and “Discovered not indexed 263” URLs involve quality issues for some product pages.

The Pages Report Analysis for the B2B SEO Pool Construction company visually is below.

The indexed and non-indexed pages report of GSC for B2B SEO pool construction website analysis is below.

• The Pages Report from the Google Search Console of the B2B Pool Construction Company.
• The Not Indexed Pages count is higher than the Indexed Page Count.
• The Cost-of-Retrieval is high, while the unnecessary pages decrease the quality per web page.
• Despite that, the content pruning is implemented, thus the indexed and total page count is decreased.

The Indexed and Non-indexed pages analysis for B2B SEO involves the efficiency of the website for being understood and crawled to be indexed by the search engine. The visual expression of the analysis of the indexed and non-indexed URLs for the B2B SEO is below.

Analyzing Google Search Console Page Experience Report B2B SEO

Analyzing Google Search Console Page Experience Report B2B SEO involves the overall performance of the page speed and user experience of the web pages of the B2B campaign website. The mobile and desktop devices’ speed for rendering the B2B website’s web pages, and HTTPS along with interstitials usages, is helpful for SEOs to analyze the overall situation of the website. The Page Experience Report analysis for the B2B SEO project example is below.

• There are no good URLs, as stated before.
• There is no HTTPS URL problem.
• But, due to crawling pattern issues, there are Mobile Usability issues.
• The Mobile Performance issues affect the website slightly because B2B marketers and buyers usually use desktop devices.
• The good URL count in the Page Experience report for both mobile and desktop is 0.

The analysis of the Google Search Console Core Web Vitals Report for B2B SEO involves a detailed version of the Page Experience Report for only the web page speed metrics and scores as “good, bad, and need improvement”. The classified URLs with example representations and scores are given for improving the performance of the B2B SEO project URLs. The Summary and the visual snapshot of the B2B SEO Core Web Vitals report are below.

• All the mobile URLs have direct “poor” performance scores.
• There is not a single good URL for the specific website.
• Still, the website is able to increase its performance thanks to semantic content network quality and publication frequency.
• Despite the bad Mobile Core Web Vitals, the website continues to rank higher.

Crawl Stats for the Pool Construction B2B SEO Case Study Project and their Analysis

The crawl stats for the Pool Construction B2B SEO Case Study Project involve the total crawl requests, total download size, and average response time to analyze the project’s efficiency for communicating with the Googlebot systems. The B2B SEO Case Study crawling stats examples from the pool construction company are given below.

• The 66,000 crawl hit requests are not bad, but the average response time is over 3 seconds, which is awful.
• Being able to increase the rankings with such a bad time to the first byte for crawlers happened thanks to quality content production and brand authority increase.
• Technical SEO and Semantic SEO along with Brand Reputation support each other in B2B SEO.
• The average response time is over 3 seconds, which is more than 15 times what Google suggested.

Response Code Distribution in Crawl Stats for B2B SEO Pool Construction Project

The Response Code Distribution in Crawl Stats for B2B SEO Pool Construction Project involves the 200, 301, 404, 302, 304, and 500 response codes to demonstrate the response of the web server for the crawlers that come with the purposes of refreshing the index or expanding the index with new discovered URLs. The Response Code Profile of the B2B SEO Case Study is below.

The Visual representation and analysis of the crawl stats report for status codes and the purpose of the crawler of the search engine is below.

B2B SEO Case Study for Gift Production Industry

The B2B SEO Case Study for Gift Production is related to the Query Semantics highly. The brand name of the B2B SEO Case Study for the Gift Production Industry will be explained. The B2B Gift Production SEO Campaign focuses on mass gift buyers and orders for certain types of local themes from different countries. The B2B Gift Producer and Manufacturer has a production line for producing any desired type of product, but the order value has to be higher than tens of thousands. Thus, the query context and brand purpose are mostly different. To align the brand identity with the query context, the gift-type of query networks are used for a semantic SEO sprint along with other relevance and responsiveness-focused SEO practices. The early results of the B2B SEO Case Study for the Gift Production Industry are below.

• %767.16 organic click increase in 3 Months GSC Comparison
• %1.012 organic impression increase in 3 Months GSC Comparison
• %28,57 Organic CTR Increase in 3 Months GSC Comparison
• %141 Organic Average Position Increase in 3 Months GSC Comparison
• %359,78 Organic Click Increase in the last 6 months.
• From 0 to 30,000 Organic Search Traffic for a Gift Producer in B2B Industry.
• 7800 New Organic Ranking Queries.
• New Top 3 Ranking Queries.
• New 635 Between 4-10 Ranking Queries.
• 3498 New Organic Queries between 11-50 Rankings.
• 1919 New Organic Queries between 51-100.

The SEMrush graphic to demonstrate the organic growth of the B2B SEO project is below.

The Ahrefs Organic Growth graphic for the B2B SEO project is below.

• The continuous highest-ranking graphic is clearly seen.
• The Semantic Content Network and created New Product Pages with E-Commerce and B2B Purposes have shown its effect.
• The localized product themes for gifts are used for better semantic relevance and consolidation.

The Google Search Console 3 Months Year Over Year Organic Search Performance Comparison for B2B SEO Gift Industry Project is below.

• From 6730 clicks to 58100 clicks.
• From 124,000 organic impressions to 1,380,000 organic impressions.
• From 5.4% Average CTR to 4.2% Average CTR.
• From 29,5 Average Position to 12,9 Average Position.

The overall change for the B2B SEO Project subject website is below.

The 6 months comparison for the Google Search Console Organic Search Performance for the B2B SEO Gift Industry Project is below.

• From 18,400 clicks to 84,600 clicks.
• From 523,000 Impressions to 2,110,000 Organic Impressions.
• From a 3.5% Average Click-through Rate to a 4% Click-through Rate
• From 17 Average Position to 14.2 Average Position.

The Visual Representation of the GSC 3 Months Y-o-Y Comparison for B2B SEO Gift Website is below. One month later, Google Search Console Report for the B2B SEO for Gift Industry subject website is below with 400% organic growth.

Image Search Growth for B2B SEO Gift Industry Project

Image search is important for B2B SEO because prospects search products and services visually as much as textually. The visual SERP features increase its coverage on the universal web results. The B2B SEO Gift Industry Image Search Growth is given below.

• From 1250 to 3810 Organic Image Clicks
• From 154,000 to 842,000 Organic Image Impressions
• From 0.8% to 0.5% CTR for Image Search
• From 77,2 Average Position to 61,5 Average Image Ranking Position

%359,78 Organic Click Increase in Last 6 Months Comparison from the Google Search Console Report of the B2B Gift Industry SEO Case Study is above.

Understanding B2B SEO with Google Search Console Crawl Stats

Understanding B2B SEO with Google Search Console Crawl Stats involves an examination of the total crawl requests, total download size as bytes, and average response time as milliseconds for grasping the effects of the SEO implementations from Googlebot behaviors point of view such as fetching the resources, refreshing the index. The overview and results of the B2B SEO Gift Industry subject website’s crawl stats reports are below.

• The 270,000 crawl hits, 13,4B download size, and 484 MS average response time.
• The PageRank increase with external references increased the crawl requests.
• The indexation speed and indexed web page count have increased thanks to branding and Digital PR.

Understanding B2B SEO with Google Search Console Core Web Vitals Scores

Understanding B2B SEO with Google Search Console Core Web Vitals Scores is analyzing and examining the Core Web Vitals metrics of the B2B website within the GSC Report with LCP, TBT, and CLS metrics to see whether the web pages are engaging and user-friendly. To B2B SEO Gift Industry subject website’s GSC Core Web Vitals analysis is below.

• Both Desktop and Mobile URLs have Poor and “Needs to Improvement” URLs.
• There are 2344 Poor Desktop URLs.
• And, there is 2343 Need to be Improved Mobile URLs.
• The reason that the mobile URLs have a higher performance than the Desktop URLs is the mismatch.
• In other words, the web source presents multiple versions of the same website based on the user agents.

Understanding B2B SEO with Google Search Console Crawled Resource, Crawler, and Crawling Types Reports

Understanding B2B SEO with Google Search Console Crawled Resource, Crawler, and Crawling Types Reports involve auditing the crawled resource type such as HTML, Image, CSS, crawler type such as smartphone, desktop, and crawl response status codes such as 200, 404, 301. Understanding B2B SEO with GSC Crawling Stats that involve file types or crawler types is necessary to understand how the website is perceived in a healthy or unhealthy way by the search engine. For example, the excessive amount of 404 status codes in crawl stats, or the fewer HTML requests signal that the website is not crawled properly, or understood by the search engine. The overall analysis and overview of the B2B SEO Crawled Resource, Crawler, and Crawling Type for the B2B Gift Industry is below.

• The HTML hits are over 60% which is good, but still, it is not over 80%.
• The Images have a %20 percent of the share which crawled a lot after the 12th September Core Algorithm Update of Google which affected the website positively.
• The CSS, JS, and Font files are crawled less, but still, there are unnecessary %9 crawls because of the bad-content type.
• JavaScript and Syndication requests are lower than %1.
• The Image requests are over 20%, and they increased via PageRank increase mainly, which signals a way of ranking the images via Landing Pages. Thus, the image search growth should be remembered.

Response Code Analysis from GSC Report for B2B SEO

• The Response Code Status Codes of the B2B SEO Gift Industry are on the left side.
• The B2B SEO Gift Industry Website has %90+ over 304 and 200 status codes, thus it is a healthy crawling pattern.
• But, there are DNS Errors, which are bad for the brand authority in the eyes of the search engine.
• The Brand has %7 discovery hits thanks to always updated product descriptions and newly published content, which keeps the web source active for better ranking states.

What B2B Companies should know about SEO?

The concepts, components, mindsets, and tips for better search engine optimization execution methodologies and results are listed below.

• Understand that a topical map for B2B SEO doesn’t have to be shaped according to personal opinions, or taste.
• Accept that users and customers do not have to be similar to the CEO of the company, or the highest-paid person.
• Find the weak points of competitors in their brand image, and create a Surround Sound, and Barnacle SEO project for a better brand positioning for the B2B SEO Campaign.
• Understand the basic Search Engine concepts to communicate better with the SEO Agency or the Consultant.
• Understand that every SEO tasks collaborate together. A missing SEO improvement might affect the other SEO tasks.
• To learn SEO, use basic and fundamental SEO Books so that communication with SEO is improved.
• Follow the SEO news and updates from Google, Microsoft Bing, and other search engines to understand the future and possible risks or opportunities for the B2B SEO Campaign.
• Do not try to measure the Return on Investment for SEO campaign spending without having the first Broad Core Algorithm Update positive results.
• Create thought leadership to help SEO Campaign with further E-A-T signals.
• Use every license, reward, or exhibition like real-world expertise and quality signal by digitalizing them and opening them to search engine crawlers and users.
• Make the SEO team meet with CTO, Web Developers, and Sales Teams at the same time while using an SEO Mindset and understanding as an activator for higher marketing efficiency.
• Do not differentiate the Paid Search and Organic Search teams from each other completely. Make both teams collaborate for a lesser cost per conversion.
• Do not expect every user, or even every %4 of the users, to create a conversion, or generate a lead for a possible conversion. B2B SEO and marketing aim to create a loyal user base, brand awareness, and brand partners, advocates, and messengers to have a constant and continuous conversion flow.
• Understand the historical data concept for topical authority and search engine trust. Keeping a website, or a certain part of the website bad for a day, month, or three months creates a non-quality signal for the website in the eyes of search engines. These collaborative and marginal negative effects might cause SEO progress to get hindered for B2B marketing purposes.

Why is SEO Important for B2B Marketing?

Search Engine Optimization (SEO) is important for B2B Marketing to take organic traffic from the right audience by ranking the search results higher. Ranking on Google with higher visibility helps B2B Companies to establish online reputation, and autopilot their conversion funnels. B2B Marketing and B2B SEO are connected to each other. Even though, B2B Marketing entails broader activities for B2B SEO, both target the same goal which is increasing revenue by providing sales where the client meets are satisfied. Thus, SEO helps B2B Marketers to increase their conversions. For example, according to Holistic SEO research, the companies that publish 6 blog posts a month acquire at least %26 more leads than other companies. B2B Marketers leverage SEO and content marketing to reach out to a wider audience to increase brand awareness and provide conversions.

What are the SEO Templates for B2B Market?

B2B SEO templates include web page layouts, content marketing strategies, HTML, and CSS templates, along with communication and tonality templates for customers. B2B SEO templates involve checklists for Technical SEO, Local SEO, Branding, and Brand SERP optimization, and more SEO verticals to improve the practical appliance of search engine optimization. B2B SEO Templates are created to help SEOs to create better results while onboarding the B2B company marketing teams better. An example of a B2B SEO template for determining a strategy is below.

• Determining trust elements, and using customer testimonials on the homepage.
• Choosing topical entries as n-grams to distribute to the entire website from the boilerplate content to show the main focus of the web source.
• Opening the company profiles for the platforms that can entail the reviews about the quality service of B2B Companies.
• Creating a glossary section for the B2B Concepts on the company website to demonstrate the expertise.
• Using more readable and brandable typography inside the website.
• Determining brand colors, communication channels, mottos, and social media managers’ tonality for brand positioning.
• Creating a topical map and semantic content network to increase positive user feedback with historical data.
• Determining the amount of CSS, JS, and Font files to be used per web page.
• Using Performance Budgets for a better Page Loading Timing.
• Determining Content Writing Guidelines for the Expert Authors

The B2B SEO Templates change from industry to industry and B2B brand conditions. For example, an automotive manufacturer which has a big author team can leverage the content publication frequency with higher topical coverage, while a solar panel manufacturer can focus on solar panel materials’ advantages to show the products’ efficiency without the need for an extensive amount of content. Thus, B2B SEO templates are shaped and configured according to the industry, topic, and conditions of B2B companies.

What are the B2B SEO Best Practices?

B2B SEO Best Practices are a summary of the B2B SEO methodologies with the highest effective ones such as having a strong Expertise, Authoritevness, and Trustworthiness in the industry, and semantically optimized content networks to consolidate relevance for search queries and keywords better. The best B2B SEO practices for B2B Marketing beginners are given below.

• Create a Buyer Persona to Narrow the Target Audience who has decision-making authority.
• Simplify Conversion Funnels for increasing conversion rate.
• Improve Brand Authority, optimize Brand SERP, and have a positive sentiment about the brand in the reviews.
• Use Unique Information, and Expert level accurate knowledge to prove the expertise of the company.
• Create a proper topical map with related entity-attribute pairs and relations to have a better content network.

The B2B SEO Best Practices involve different SEO verticals’ practices. For example, simplifying conversion funnels as a B2B the best SEO practice focus on user experience, while using unique information for expertise leverage E-A-T with reputative content creation. Thus, B2B SEO Best Practices are quick fundamentals and basics for higher rankings on web search engine result pages.

Last Thoughts on Holistic SEO and B2B SEO

B2B SEO and Holistic SEO are related to each other because B2B SEO involves multiple SEO verticals. Holistic SEO is the unification of multiple other SEO verticals such as local, technical, semantic, and branding SEO verticals. Thus, every B2B SEO Campaign requires using a Holistic SEO mindset and techniques. The Holistic SEO amplifies B2B SEO practices by providing collaborative, multichannel, and consistent quality improvement methodologies for search engines’ algorithms, and users’ visit purposes. For example, a user who is a key decision maker for a company’s purchases of products and goods, audits multiple other service providers and product manufacturers, or material logistic companies to be sure that the production band won’t have a problem. Thus, providing a holistic approach for the user’s possible search journey during one’s exploration stations on the surface of the web by optimizing from social media activities to blog, or email newsletters to exhibitions, licenses, press releases, brand prestige is needed in the context of B2B SEO.

The B2B SEO Guide and Case Study involves B2B SEO Strategies, Practices, Templates, Methods, Mindsets, and Tactics with concrete, real-world B2B SEO Successes, and analysis. The Business to Business Search Engine Optimization guide is refreshed in light of the new information, regularly.

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2 thoughts on “B2B (Business to Business) Search Engine Optimization (SEO) Guide: Strategies and Case Studies”

Wow Koray, thanks for your extensive thoughts about B2B. I must admit that we have always used only some of these possibilities, and the worst was when the client simply did not have the manpower to implement the most important elements – developing personas. I’m also glad that you showed how SEO works with other areas of marketing – unfortunately, there are few sources on this subject, and many people simply think that B2B uses very basics of SEO. PS: We are waiting for the book!

Thanks for this amazing case study Koray… A lot of notes, take aways, and aha moments here.

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The complete guide to B2B SEO

Written by by Jenn Chen

Published on  July 1, 2021

Reading time  9 minutes

The practice and industry of Search Engine Optimization (SEO) has been around for quite a while now. People generally tend to think about an SEO strategy in terms of ranking high in popular keyword searches. But for business-to-business (B2B) companies, the strategy shifts from a broad audience to a very specific one.

B2B SEO has a few basic areas that differ from B2C SEO. In this guide, we’ll outline those key differences and how you can better your own B2B SEO strategy.

What is B2B SEO?

B2B SEO is the online practice of using various techniques – like keyword research and a page’s metadata – to reach the decision-makers of a company. A successful strategy means that someone actively researching the product or service that you’re offering reaches your company’s website.

There are a few different elements to B2B SEO. Each one plays a role in your overall strategy. If you’re lacking in one area, it means you’ve still got room to optimize your site.

• Technical SEO : These are the optimizations you make to the backbone of your website. It covers areas like your XML sitemap, load speed and a responsive design.
• Content SEO : B2B content marketing for SEO is the practice of using research on user needs and search intent to create content. You go through the steps of research, ideation, content creation and promotion.
• On-page SEO : This is the optimization of the content itself. On a page or blog post, it includes the meta description and title tag, alt text on images and structuring the content so information is relevant to both the user and findable by search engines.
• Off-page SEO : Also referred to as backlinks, having high-quality pages link to you on a specific topic increases your perceived expertise in said topic. It also includes engagement on the page or post. The links in the below blog post from Affirm show off an example of using off-page SEO.

In a blog post about small business customer acquisition, Affirm links the phrase “find your CAC” to a HubSpot article on what a CAC is. For HubSpot, this is considered a backlink (or a win for off-page SEO) and a good one since it’s both a reputable website and a relevant keyword phrase.

These four SEO types combine to create your SEO strategy at a high level. Now we’ll go into more detail on how to apply these functions to a B2B marketing strategy.

What is the difference between B2B & B2C SEO?

Conceptually, B2B and B2C SEO have a similar basic goal: you want people searching for you to find you. But in practice, it’s a lot more complex and the strategic approach is different. Here are four key differences between B2B and B2C SEO.

1. More time in each sales stage

The B2B sales funnel has the same stages as a B2C funnel but the time spent in each one is much longer. In B2B, a decision-maker spends a lot of time in the research stage, collecting information about various offerings. There’s often a significant back-and-forth between the seller and the potential client where the prospective customer will read up on case studies, watch product demos and negotiate a contract. Because of this long period of time and the different needs of each step, a lot of different content is produced for each stage to entice the potential buyer.

2. Don’t ignore low-volume and long-tail keywords

Another difference in B2B SEO ideation is how you approach keywords. In B2C, you want a lot of people to search for your product type and then buy yours. Ranking high in common keyword searches is important. In B2B SEO, it’s often important to also target low-volume keywords. These are specific and entice only a small number of searchers. But these people are the ones who are most interested in the content you present. These highly specific phrases are often called long-tail keywords.

In the above example, someone might be researching the benefits of using a customer service chatbot . The article from Intercom is an introduction to chatbots and how they can improve customer service. It’s the perfect article to show up for this search result. Motivated buyers are much more likely to search highly specific queries like this, compared to a broad but higher volume one like “what is a chatbot,” which might only be a general information search.

3. Low conversion rate

Going hand in hand with the long time in each sales stage is the conversion rate. Because so much time is spent gathering info, it means that a lot of content is also being consumed. But all that content isn’t going to immediately lead to a purchase. It’s rare for a business decision-maker to browse a page and then decide that’s the product they’re going with. This leads in to the need to approach content planning strategically for B2B SEO.

4. Content for decision-makers

When you write your blog posts or landing pages, you aren’t usually writing in a casual, playful, eye-catching manner like you would for B2C content. B2B content tends to veer into the more informative, professional and data-driven territory. Many different types of content are utilized with each one aimed for a different B2B sales stage. Oftentimes, the content is also specific. For example, someone searching for a PR agency won’t just search “PR agency.” They’re going to look for one in their industry or market such as “Houston restaurant PR agency.” Having content for each industry you serve makes each piece far more valuable.

Tips for creating an effective B2B SEO strategy

Now that you know the differences between B2C and B2B approaches to SEO, it’s time to set up or examine your strategy. Having every element of your SEO approach working together is most effective, compared to devoting all your resources to one aspect. Having content show up in a relevant search won’t do you any good if that page isn’t loading quickly. And targeting high-volume keywords at random won’t help you reach the right people without greater audience insight.

Create buyer personas

A key part of conducting B2B market research for your company includes creating buyer personas. Just like a customer persona, a buyer persona details who they are, which industry they’re in, what their position is, who they consult for making a decision and more. The more details you have about the buyer persona , the better you will be in crafting content.

Before you create a buyer persona , make a list of questions you need to know about each buyer. Make it a template so you can easily fill it in for each persona. In the above example, you can see how one company crafted a persona that includes education, responsibilities and sources they trust.

Conduct keyword research

Keyword research allows you to know how many people are searching for each given phrase. But more importantly, it helps guide your buyer persona, build your content strategy, conduct a competitor analysis and more.

Keyword research is not limited to search engines. It includes social listening , where you can see what people are discussing online and evaluating your brand sentiment.

In the above example, someone searching for commercial juice press machines would end up on this page. Mid-page, the company inserted a free eBook on a very relevant topic for their target audience. The ebook demonstrates the company’s knowledge about the subject and hopefully reinforces that idea in the buyer’s mind.

Optimize your website & pages

Work on that technical and on-page SEO. Depending on how your website is designed, it might already have built-in SEO enhancements or you might need assistance from developers to improve it. Sites built with WordPress have a wide array of SEO plug-ins to choose from. Sites built with out-of-the-box templates may be harder to edit the specifics you need to optimize your content.

Website and on-page optimization includes but is not limited to the below:

• Image compression
• Page load speed
• XML sitemap

• Equally important is alt text’s role in accessibility . Search engines continue to prioritize an overall strong user experience. While accessibility may not be an ‘official’ ranking factor, having a poor site performance that segments of your audience simply can’t use will most likely lead to fewer links, clicks, shares and overall search visibility.
• Linking to other internal pages.
• Repeated usage of different keywords you want to rank for, including repeated–but natural–use of primary keywords (keyword density), using keywords in informative headers, and using variations or secondary keywords for readability and further search targeting.

Create relevant content for each sales stage

There’s so much content to choose from, what do you focus on? Start small by creating one piece of content for each sales stage. Enhance each one with SEO strategies and create for the buyer persona that you’re targeting.

The above table shows examples of where each type of content can be used for each sales stage. As you create more content in each area, note down the data associated with each one. Are webinars gaining more attention than expected? Create even more in targeted topic areas.

If you already have content on your site, take a look at the older blog posts. If they’re still relevant, try updating them with fresh information or create a different content type on the same subject. A how-to video could easily be turned into an article with photos.

As mentioned earlier, being specific in your content is helpful for B2B SEO. Having a landing page tailored for each buyer persona or business type that you aim for makes that page more valuable than a generic one. In Sprout’s menu, you can see how business types and industries are divided up. The Travel and Hospitality link leads to a page that includes current travel customers, how a company would deliver customer care and testimonials from related brands. The copy is written specifically for someone who works in the travel industry and whose company serves travel customers.

Promote the content

Having great backlinks can only make your website seem more authoritative. Off-page SEO includes both website backlinks and social media posts. But this portion of B2B SEO is more difficult because it’s less within your control. Cold emailing a company and asking them to link to your blog post could be considered poor form and isn’t likely to be a good use of your SEO team’s time. .

Instead, there are some other options you can consider. Craft a B2B social strategy that includes the promotion of your current content. How will businesses know about that great white paper you spent days working on if you don’t promote it everywhere? Don’t wait for a business to land on your site to finally share that piece of content. Similar to your approach to social media content , creating high-quality and informative content that is inherently share-worthy can help it gain links organically as audiences find it useful.

Also, using other resources like a PR agency or influencers can increase your chances of getting backlinks. Product reviews, social media recommendations and CEO interviews in articles are all ways to work on your off-page SEO.

Get started on your B2B SEO strategy

B2B and B2C SEO may have a similar marketing funnel , but the time spent in each stage and the content supporting the strategy differs. While much of B2C SEO is focused on getting a lot of people who are searching for a popular keyword to find your company’s website, B2B aims for lower volume results. The content is specific and informational, written with the company’s buyer persona in mind.

Your B2B SEO strategy will not be the type that you set it and be done with it. You’ll need to consistently optimize and update existing pages, develop new content update new pages with SEO, create new blog posts for different keywords and edit your buyer personas as time passes. To get started, check out our guide to developing B2B social media posts to start getting inspired on your content.

[Toolkit] Essential AI Marketing Resources for Social Media Managers

[Toolkit] Communications Toolkit to Safeguard Your Brand

Find Your Next Social Media Management Tool With This Scorecard

3 Social media executives share what it takes to build a long-term career in social

• Marketing Disciplines
• Social Media Strategy

Social media RFPs: The best questions to include (plus a template)

Template: Essential Questions to Ask in Your Social Media Management Software RFP

• Team Collaboration

How to build a marketing tech stack that scales your business

• Customer Experience

Brand trust: What it is and why it matters

• Now on slide

Build and grow stronger relationships on social

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21+ B2B Marketing Examples and Case Studies

• December 8, 2020

It’s tough to create B2B marketing strategies from scratch.

There are thousands of articles on the web about how to craft a B2B marketing strategy – many written by those who have never done it successfully.

You could spend a ton of time reading all of them, but sometimes seeing real-life examples is far more useful.

In this article, we’re going to cover 25 successful B2B marketing examples to inspire your own marketing strategy and growth:

• How HubSpot Generates $271 Million Annually With Inbound Marketing
• How Shopify Increased Their Revenue by 90% in 365 Days
• The Exact Strategy Apollo Digital Used to Grow a BPM SaaS from 0 to 200,000 Monthly Organic Traffic
• Slack’s Secret Sauce for Driving 100,000,000 Website Visitors per Month

And so much more!

So, let’s get started!

#1. HubSpot: $271 Million Inbound Lead Generation Machine

HubSpot is a B2B marketing powerhouse. You can’t be in B2B marketing and not be familiar with them.

HubSpot began as a CRM and marketing automation software but has quickly grown into an all-in-one marketing solution. Not only is their software impressive, but they’ve also become a thought leader in all things inbound marketing.

They quickly grew from 6.6 million to 271 million in annual revenue in seven short years. How did they do it?

• Category Creation: HubSpot essentially created the inbound marketing category. Their co-founder coined it for the first time in 2005 , paving the way for Hubspot to become the ultimate thought leader. This catapulted their brand recognition.
• Community Marketing: HubSpot created Inbound.org, an online hub for marketers to connect, learn, and find jobs. It quickly grew to over 170,000 members within just a few years.
• Content Marketing: HubSpot wrote the book on content marketing. Not only do they dominate SERPs with content that ranks, but they have an insane library of downloads as well.
• Micro-Influencers: HubSpot has nearly 300k followers on Instagram, thanks in large part to their partnerships with micro-influencers. They encouraged HubSpot partners to post original content promoting their software, which skyrocketed their following.

Read the full case study on Hubspot’s market takeover.

#2. Shopify: Increased Revenue 90% in 365 Days

In 2018, they almost doubled their product revenues from $7.7 billion to $15.4 billion. Here’s how they did it:

• Top of Funnel Content: Shopify dominates the top of the funnel on search engines, with over two million ranking keywords (like “ecommerce” and “online store”). Not only do they create great content, they also build awesome free tools.
• A Sticky Free Trial Offer : Their bread and butter is the free trial. Once they have you on the site, they push the free trial hard. Shopify is such an impressive software, it’s nearly impossible for prospects to opt-out after using it for two weeks.
• A Killer Onboarding Sequence: Once you’ve started your free trial, they convert like crazy through persuasive microcopy, timely CTAs, and great subject lines.

Read the full case study on Shopify’s massive revenue growth.

#3 Apollo Digital: 0 to 200K Monthly Organic Traffic

Apollo Digital has worked with many SaaS and B2B companies to achieve huge results through SEO and content marketing .

Last year we catapulted a business process management software from zero to nearly 200,000 monthly organic traffic in just two short years. Here’s how we did it:

• Revamped Content Strategy: Completely revamped their content strategy by identifying content suffering from keyword cannibalization and proposing improvements.
• Fresh Keyword Research : Performed additional keyword research to pinpoint our client’s highest priority keywords and phrases.
• Thorough Outlines: Created thorough and detailed content outlines to ensure writers were creating relevant and optimized content every time.
• Prioritizing User Experience: Optimized all content not just for search engines, but for users as well. Easy-to-read content always wins.

You can find the full SEO case study here.

#4. Slack: 100,000,000 Website Visitors per Month

Slack needs no introduction. They are one of the fastest-growing SaaS platforms of all time, thanks to some brilliant SaaS marketing strategies and tactics. Here’s how they did it:

• Ranking on Review Sites: Instead of trying to rank for competitive terms like “collaboration software,” Slack earned high rankings on the sites that do dominate these keywords like G2 and Capterra.
• Integrations: Much of Slack’s traffic is referral traffic from sites that integrate with Slack.
• Powerful Landing Pages: Slack put heavy emphasis on their landing pages, using persuasive copy and social proof to convert visitors.

Check out the full case study on Slack’s growth here.

#5. Intercom: $50 Million Annual Recurring Revenue

Intercom is a massive software company dedicated to customer experience. It has grown rapidly over the last seven years and boasts more than $50 million in ARR. Not only that, but Intercom continues to grow without spending loads on sales and advertising.

Here’s how they do it:

• Dynamic Landing Pages: Intercom thrives on personalized content catered incredibly well to the user. Their landing pages convert.
• Competitor Analysis: Intercom relies heavily on digging into their competitors’ SEO rankings, strategies, and tactics.
• Semantic SEO: Many of their pages and posts rank for loads of keyphrases rather than just a single target keyword. They achieve this through thorough, semantic B2B SEO efforts.

Check out the full Intercom case study here.

#6. Mailchimp: $400 Million in ARR

Mailchimp has been an email marketing leader for around ten years, but their growth hasn’t always been as rapid as some of our other examples. They spent years experimenting and testing different tactics and strategies.

Now they sit as a marketing automation leader with over $400,000,000 in revenue each year. Here’s how they did it:

• Custom Audiences: A lot of Mailchimp’s traffic comes from Facebook advertising where they use well-targeted custom audiences and personalized funnels.
• Creative Campaigns: A few years ago Mailchimp launched a campaign playing on their funny name. Their multichannel approach resulted in a ton of new brand awareness.
• Effective Landing Pages: Their creative landing pages lead with curiosity and end with a low friction CTA.

View Mailchimp’s full case study here.

#7. GrooveHQ: $5M/Year Business in 3 Years With Content Marketing

GrooveHQ is a customer support and service platform helping businesses deliver standout customer experiences to their client base.

Over the last three years, Groove has become a $5 million per year business by investing exclusively in content marketing. Here’s how they did it:

• Listening to Customers: Questions from customers and prospects is one of the only things that fueled their content calendar early on. They wrote content based on common questions and topics their customers wanted more information on.
• Smart Outreach: Rather than generic link outreach, Groove asked well-known leaders in the space for feedback on their content. This proved extremely effective in earning links and shares.
• Storytelling: Rather than jumping straight into the practicalities of each post, they learned their audience wanted a story. So they lengthened their intros which increased the average time on page by around 300%.

Check out the full case study on how GrooveHQ grew their business with content marketing.

#8. OptiMonk - How iSpionage Increased Blog Referral Traffic by 58% in 1 Month Using Onsite Retargeting

iSpionage is an awesome tool that allows you to download AdWords competitor keywords with the click of a button and monitor competitor PPC landing pages. With the help of Optimonk, they increased blog referral Traffic by 58% in one month using onsite retargeting.

• Exit Intent Popups: They used an OptiMonk exit-intent popup to entice users to check out their main homepage.
• Personalized Engagement: The popup only appeared for readers who had spent a minimum of ten seconds on the blog. And for a better visitor experience, they limited the popup to appear a maximum of five times for repeat visitors.

Check out the full iSpionage case study by OptiMonk here.

#9. G2: 50k to 1 Million Monthly Organic Visitors in a Year

Most people in the world of SaaS are familiar with G2, one of the leaders in the business software review space. Businesses all over the world use G2 to help them choose software for their business.

Starting in 2017, they began investing heavily in content generation, taking their blog traffic from around 50,000 sessions in March of 2018 to nearly 1 million sessions in March of 2019. Here’s how they did it:

• Keyword Research: G2 dug deep into direct competitors’ ranking keywords as well as some non-competitors to get keyword insights (like Hubspot).
• Everyone Does Outreach: Not only did their link building team distribute content, but their writers as well. All hands were on deck for building links.
• A Sound Process: G2 produced a lot of content thanks to solid systems and processes that spanned across the SEO and writing teams.

Check out G2’s full case study here.

#10. SEMRush - 71 Upsells from a Game

SEMRush has been an SEO tool market leader for a few years now. One B2B marketing tactic that skyrocketed their growth was a not-so-standard one: games.

In 2017, they created an Easter-themed game that encouraged users to expand what SEMRush features they used, leading to 71 upsells. Here’s how they did it:

• Familiar Design: The games they designed didn’t only look good, they were familiar. There was no learning curve to play them, which led to high engagement and shares.
• Holiday-jacking: You may be familiar with newsjacking (creating content around big news stories). SEMRush created their game around the Easter season, increasing their chances of going viral.
• Post-Campaign Nurturing: After the game launched, they created email sequences to follow-up with customers who played the game. This led to further engagement and some conversions.

View SEMRush’s full case study .

#11. Stanley Black and Decker - 30% reduction in sales cycle length

Stanley Black & Decker is an 11-billion dollar global provider of diversified tools, storage, and security. In addition to selling tools directly to customers, they also sell franchises. But unlike the B2C side of their company, they lacked customer data and strategy to engage with their end-users.

Implementing Pardot (a B2B marketing automation platform) helped them grow their market share and reduce the length of their sales cycle by 30% within one year. Here’s how they did it:

• List Segmentation: Stanley Black & Decker had a lot of customer email addresses. But instead of sending out generic mass emails, they segmented their lists for personalized messaging.
• Dynamic Content: They used dynamic content on their landing pages to extend the personalization of their email workflows.
• Blending Sales and Marketing: A single platform for sales and marketing automation allowed them to align their teams for better collaboration and more closed deals.

Read Stanley Black and Decker’s full case study .

#12. BrightEdge - 994% Organic Lead Growth for Payroll Software

Paycor, a payroll and human resources software, needed help scaling their SEO efforts. Their small team didn’t have the resources to make the huge leaps they wanted.

During a big site migration, Paycor got help from Brightedge’s toolset to increase their site visits by 308% year-over-year. Here’s how they did it:

• On-Page and Technical Optimization: The Paycor team started with foundational optimizations to set the stage for serious growth.
• Updating Content: The team evaluated high performing content to identify new opportunities post-migration.
• Focus on UX: Paycor used Brightedge’s Autopilot tool to assist in offering users an overall better UX when finding relevant content.

Read the full Paycor case study here.

#13. BuzzSumo: $2.5m Annual Revenue in its First Year

Buzzsumo is a platform that helps marketers discover content ideas, uncover platform insights, identify relevant influencers, and much more.

They launched in 2015 and posted $2.5 million in revenue that first year. Here’s how they did it:

• The Freemium Model: BuzzSumo mastered the freemium model in its first year, ending it with over 160k free users.
• First Class Influencers: They gained respect and publicity from some big marketing names (like Rand Fishkin, Larry Kim, and Neil Patel) very early on.
• Unique Content: They generated a lot of compelling content in their first year. And it wasn’t just any type of content either, they shared industry-leading research and told compelling stories through data.

Check out BuzzSumo’s full case study .

#14. Document360: $20k MRR Through SEO

Document360 is a knowledge base software that helps growing companies create support documentation for users.

The company was founded in 2017 and has already grown to $20k MRR. Here’s how they did it:

• Sales-Focused Content: When you read Document360’s blog, you won’t find content with a few CTA’s here and there. They speak about their products’ features and benefits all throughout their blogs – even those that are more generic and top-of-funnel focused.
• Seamless Onboarding: The product’s new user onboarding experience is incredibly smooth, which proves the product’s value immediately and increases the chances of converting free trial users.
• An Authority Podcast: Document360 hosts a niche podcast on knowledge bases and regularly hosts other leaders in the field. This expands their reach and increases their brand authority.

Check out the complete case study here.

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#15. Buffer: 3x Reach and Engagement on Facebook

Buffer is one of the most popular social media scheduling and engagement tools on the market. In late 2016, their marketing team dramatically changed its Facebook posting strategy.

Their change resulted in tripling their monthly reach and engagement. Here’s what they did:

• Less Posting: They began focusing less on frequency and more on quality, only posting entertaining or educational content.
• Curated Content: Instead of constantly posting original content, Buffer found that curated content from other publishers can perform just as well.
• Boosted Posts: It doesn’t cost a ton to give your posts a little bump and see huge increases in reach. Buffer spent around $40/day on boosting their posts.

Check out the full case study from Buffer.

#16. ActiveCampaign: How They Grew to Over 50,000 Customers

ActiveCampaign has emerged over the past few years as a market leader in the email and marketing automation space. But this hasn’t always been the case.

They grew rapidly in 2016 and 2017, taking them over 50,000 customers by early 2018. Here’s how they did it:

• Clear Target Personas: ActiveCampaign is very clear on who they’re targeting. They have fantastic landing pages for each vertical they’re going after.
• An Effective Conversion Funnel: Not only do they have a free trial to get users in the door, but the next step in the funnel after a free trial is a $9/month subscription. There’s no big jump to hundreds per month, allowing users to move through the conversion funnel with little friction.
• Software Review Pages: Their pages on software review sites like G2 and Capterra rank really well thanks to loads of positive reviews – a reflection of their great product.

Check out the full case study here.

#17. MeetEdgar: $144k MRR After 11 Months in Business

MeetEdgar offers automated social media marketing solutions to businesses of all shapes and sizes. After only 11 months in business, they grew to $144k MRR.

Here’s how they did it:

• Low Commitment CTA’s: Their primary CTA’s early on were built around free trials and used low commitment copy like “Get Your Invitation” as opposed to those that required a little more work like “Start Your Free Trial.”
• Consistent Content: It’s not the sexiest tactic, but they’ve focused on publishing consistently, resulting in solid organic traffic.
• Leading with Story: Much of MeetEdgar’s sales content focuses on their story, making their company more personable and relatable to prospects.

Read the full case study here.

#18. Zapier: Zero to 600,000+ Users in Just Three Years

Zapier is a major player in the automation world, allowing marketers to easily integrate apps and software without being familiar with APIs.

Zapier grew to over 600,000 users within three years of its launch. Here’s how they did it:

• Paid Beta: To get their first users, Zapier charged $100 for access to their first beta. They didn’t necessarily need the money but wanted their users to commit to using the product.
• App-to-App Landing Pages: Their marketing team created landing pages for every integration Zapier offered, capturing a ton of search traffic and often converting.
• Co-Marketing: Zapier took advantage of their 100+ integration partners to get help promoting their product through their partners’ marketing channels.

Read the full Zapier case study here.

#19. ConvertKit: A Long Road to $1.7m MRR

ConvertKit is a SaaS web application helping creators build audiences and market to them. Founder Nathan Barry had a slow start in building his product, but it took off in 2016.

ConvertKit now boasts $1.7 million in MRR. Here’s how they got there:

• A Narrow Niche: In the early days, the software was trying to do too much. In 2015, they narrowed their niche and began focusing primarily on bloggers.
• Partner Webinars: ConvertKit reached out to many of their partners pitching co-marketed webinars. Many took them up on it, expanding their audience big time.
• Adding a Freemium Model: They added a freemium model to their plans, not only to upsell these users but also to earn referrals and exposure through them.

#20. Drift: A Multi Million Dollar Brand Built on Content Strategy

Drift revolutionized B2B marketing with the invention of a new category: conversational marketing. Their vision is to end forms for lead generation and replace them with conversations through chatbots.

Since their founding in 2016, they’ve been trusted by over 50,000 businesses to help them align sales and marketing through their product. This is largely in part due to their content marketing strategy. Here’s how they did it:

• 6 Star Content: Many in the marketing world are familiar with “10x content,” but Drift’s marketing team went after 6 star content. They sought to create content significantly better than everyone else’s in the market.
• Diverse Content Mix: Although most of their content is focused on top-of-funnel topics, they also have a healthy amount of case studies, product features, branded content, transcripted podcasts, and more.
• Co-marketing: Drift regularly features other companies in their content, giving them a healthy boost of exposure and brand awareness thanks to the reach of their partner companies.

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#21. Bonjoro: How They Grew To Over 40,000 Users With Earned Media

Bonjoro is a platform dedicated to helping users improve customer engagement with personal videos.

Their focus on earned media helped them grow to over 40,000 users. Here’s how they did it:

• Podcasts: Bonjoro pitched hundreds of podcast hosts on having members of Bonjoro’s team on, leading to being featured on over 100 podcasts.
• PR Outreach: Bonjoro earned a ton of press through releases and pitching queries on Help a Reporter Out.
• Webinars: Bonjoro’s CMO partnered with companies in similar niches and earned exposure through many co-marketed webinar events.

Read Bonjoro’s full case study here.

#22. Chris Von Wilpert - The Ski Slope Strategy for $100,000 Per Month

Chris Von Wilpert wanted to create a system of compounding traffic in order to scale a small startup. To achieve this, he used a tactic he coined himself called The Ski Slope Strategy.

This content marketing strategy helped him grow to over $100,000 in MRR fairly quickly. Here’s how he did it:

• Build Topic Clusters: The first step to the ski slope strategy is to create topic clusters to capture new organic opportunities. Rather than one-off blog posts, he created clusters of related posts for each topic.
• Marketing Promotion: Once he captured traffic with topic clusters, he ran promotions to convert his traffic and capture emails. These included giveaways, discount offers, courses, and tools.
• Case Studies: Once he began driving traffic and capturing emails, he heavily pushed case studies in order to push leads over the edge and convert them to customers.

Read more about Chris Von Wilpert’s case study here.

Work with a B2B Marketing Agency

Hopefully these B2B marketing examples have inspired you to accelerate your own business’ growth!

But rest assured, most of these tactics and strategies are not quick fixes or easy hacks. They require time and effort.

And unless you’re a B2B digital marketing expert, it’s going to take you a while to get your growth marketing to work for you.

Want to partner with a company that’s been there, done that?

Apollo Digital is a full-service B2B digital marketing company. We’ve worked with over a dozen B2B companies spread through multiple industries, and we can help you too!

Touch base with us today for a free consultation call.

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The Beginner’s Guide to B2B SEO Strategy in 2024

by Jeffrey Kranz | Jan 29, 2024 | Guide | 1 comment

This is the comprehensive introduction to B2B SEO—so you might want to read this one over lunch. Here’s the executive summary:

• Your 2024 B2B SEO strategy should give attention to content helpfulness, triage, and the use of AI.
• Businesses don’t Google things, people do. Whether it’s B2B or B2C, your SEO strategy needs to be about the people you’re trying to reach.
• What are our people looking for?
• How will we satisfy our people?
• How will we convince Google that we can satisfy our people?

This guide will give you the best practices you need to build your own B2B SEO strategy.

B2B SEO in 2024: AI, helpfulness, and triage

Google rolled out four core updates in 2023 , along with a major helpful content update (i.e., an update to give pages with helpful content on them preference in SERPs). The fundamentals of B2B SEO haven’t changed since our 2023 update, but one major change has happened when it comes to execution: the advent of widely-available generative artificial intelligence. It is now easier than ever for B2B marketing teams to produce vast libraries of AI-generated content, which means a strategic SEO leader should take the implications into account when planning and producing content for SEO.

We’ll be discussing the practical aspects and implications of AI, content helpfulness, and triage in depth throughout this year, but the most important things to understand when it comes to forming a B2B SEO strategy in 2024 are:

Update your model for prioritizing content

There are always going to be more content ideas to pursue, but as Google continues to scrape content and drive down clicks, even the high-volume, high-relevance keywords aren’t as lucrative to chase as they used to be. At Overthink Group, we help our clients create models for prioritizing their content calendars based on relevance, potential traffic, internal business objectives, timeliness, and other factors. If you don’t already have one, develop a quantitative model for triaging content production. Not only will it help you make the most of your time, but it’ll also help you justify your decisions to internal stakeholders.

Don’t let AI make you look stupid

While GPT4 can mimic human writing to an impressive degree, it isn’t an expert on any subject matter in particular. Generative AI is trained on content that is already out there, and it’s usually in the dark when it comes to very recent events and developments. If you want to contribute something new to the conversation, you need to develop and articulate a point of view . As of 2024, that’s still human work.

Furthermore, generative AI is prone to hallucinations: accidentally making false claims. For some low-stakes, generic content, this is no big deal (after all, humans can slip up sometimes, too). But if your AI-generated content isn’t being thoroughly fact-checked by a human editor, you could end up publishing content that gives bad advice, makes false claims, or even misrepresents your own products.

Use AI like a game theorist

Generative AI is available to everyone now, which means everyone has instant access to AI-quality content. Strategic B2B SEOs will look for ways AI can make their teams more effective while also understanding that their competitors are doing the same thing. Human-written (good) content still tends to outrank AI-generated content in search, so while AI can certainly help you speed up your rate of content production, it can also turn your content strategy into a race to the bottom. Smart content strategists will blend human and AI effort in such a way that increases efficiency but doesn’t leave them vulnerable to the competition.

Google’s trash is your treasure

The internet is already rife with thin, low- or no-value content (let’s call it what it is: garbage) written by humans. With generative AI widely available, now that kind of garbage can write itself. If you’re trying to rank for search terms related to a certain topic, browse the current top results. If the results all feel like generic re-hashes of each other without any branded insight, take it as an opportunity to outrank the incumbents.

Citable > sharable

If you want influencers to promote your content and other writers to link to it, you need to create the kind of content that experts want to reference. You can do this by publishing original research, frameworks for decision-makers to use, and tactical resources that your audience keeps bookmarked. Creating authoritative, evergreen content is a win for SEO (both in traditional search engines as well as more social search engines like YouTube and TikTok).

Just let AI write your meta descriptions

One of the chores that comes up when teams do a massive cleanup of their content libraries is populating meta description text. If this task comes across your desk, do yourself a favor and let AI write mass meta description text. Google has been rewriting the majority of link description text for years now , so don’t waste any creative energy on this. This is the kind of thing AI was made to do.

NOTE:  We update this guide for major updates in the B2B space for beginners, but if you want more advanced, as-it-happens SEO tips, subscribe to our content strategy newsletter . =)

What is B2B SEO?

SEO (search engine optimization) is the science of getting your Web pages to show up when people use search engines. Which means,

B2B SEO = the science of reaching professionals via search engines

That could include:

• A CMO searching for “omnichannel marketing”
• A startup founder searching for “HR software”
• A facilities director searching for “sound masking”
• A surgeon searching for “most comfortable surgical gloves”

On-page, Off-page, and Technical SEO

On-page SEO is everything that goes into making a certain page rank. This mostly deals with the content itself that you’re serving up—which is why some people call it “content SEO.” When you’re talking about keywords, user experience, titles and meta descriptions, you’re talking about on-page SEO.

Off-page SEO is everything that happens on other Web pages that helps a certain page rank in search engines. There are several elements of off-page SEO, but links are the most important, and therefore the most commonly talked about.

Technical SEO is (generally) the behind-the-scenes stuff. It’s making sure your website is friendly to the technology that powers search. When you hear terms like “schema,” “AMP,” and “SSL,” you’re in technical SEO territory.

There’s a good deal of overlap here. For example, the faster your page loads, the better it will rank in Google—that’s both on-page and technical SEO .

Or for another example, comprehensive, long-form content tends to include more keywords and get more links from reputable sites. That’s both on-page and off-page SEO.

Although B2B companies should understand technical SEO, it’s not really B2B-specific. So this article pays much closer attention to on- and off-page SEO.

B2B SEO vs. B2C SEO

• Discover what people are searching for.
• Create something that can satisfy them.
• Convince Google that what you created can satisfy them.

You’ll do this over and over in B2B SEO.

1. B2B SEO needs to reach multiple decision makers

Because B2B purchases tend to be significant, long-term investments, more people need to weigh in on the buying decisions. Practitioners, managers, and executives will each approach the decision with very different problems in mind—so you can expect them to be searching Google for very different queries.

That means that a B2B company will need to have pages optimized for:

• Answering tactical questions from practitioners (e.g., “How to increase email open rates”)
• Answering high-level questions from executive stakeholders (“how to scale marketing teams”)
• Answering a wide range of questions for managers (“email marketing best practices,” “best email marketing software,” “HubSpot vs ActiveCampaign,” etc.)

And depending on what you’re selling (and whom you’re selling to), that range of personas can get rather wide. I’ve worked with clients targeting as many as nine different personas when it came to organic search—it’s possible that you will need to target more.

2. B2B SEO relies on low-volume keywords

Every month, there are more than 60,000 Google searches for “window air conditioner.”

But you know how many times a month people Google “HVAC automation system”? About ten.

The B2B space is smaller than B2C, and that means your SEO strategy needs to account for high-value, very low-volume keywords.

Keyword = what someone types into a search engine. Also called “search term,” “search query.”

This can be especially difficult for people with a lot of experience in B2C SEO. If you’re playing in a market with keywords that get more than 10,000 searches every month, then it can be easy to overlook the most important B2B searches happening in your industry.

A good B2C SEO can spend 40 hours on a blog post that brings in 30,000 new organic search visits every month—and not need to do a great deal of keyword research. But a B2B SEO needs to spend a lot more time sourcing and grouping related keywords into topics that can be addressed with a single blog post—and even then, that post might only bring in a hundred new organic views every month.

3. B2B SEO converts less organic traffic

Of the 60,000 people Googling “window air conditioner,” a few thousand are going to buy a unit.

But I bet zero property managers purchase a building automation system right after they’ve Googled “HVAC automation” for the first time.

B2C SEO has more search volume and fewer decision-makers—which means it’s far likelier to convert a visitor to a customer. But the B2B space has a much longer sales cycle, more stakeholders, and higher prices.

That means your B2B SEO content shouldn’t be built (nor expected) to convert cold organic visitors into sales. There may be some high–purchase intent searches in your industry that are the exception to this rule, but for the most part, people Googling in the B2B space aren’t ready to buy anything yet. They’re looking for the tools and information they need to do their jobs.

That may sound like a downer, but it comes with an upside: B2B SEO tends to have less ecommerce competiton . If you’re selling a solution to consumers, you’re up against Amazon, Walmart, eBay, and other ecommerce giants when people Google your product category. Ecommerce SEO has some of its own best practices. You optimize a product page differently than how you’d optimize a blog post. B2C SEOs usually need to take these into account when making their strategies.

But there’s less ecommerce competition in the B2B space (a nice side-effect of longer sales cycles and higher prices). That means you tend to be competing with content and home pages more so than ecommerce product pages. B2B is a bit simpler on this front.

4. B2B SEO emphasizes thought leadership and branding

Because B2B searchers aren’t likely to convert on their first visit, B2B SEO tends to be more about establishing the brand in the searcher’s memory than getting them to make a purchase.

That means B2B SEO isn’t just about making sure your website shows up when people search for your product category. It’s about getting your audience used to seeing your website in the SERPs when they Google questions related to their job.

SERP = “Search engine results page,” or the page that you see immediately after you Google something. 

You know, this:

(We’re all familiar with SERPs, but there can be some variation in what they look like. We cover that in our guide to SERP features .)

A good B2B SEO strategy builds trust in your market. It shows the people you’re trying to reach that they can count on you to help them solve their problems.

How to make a B2B SEO strategy

If you’re responsible for writing an SEO strategy for your B2B company, where do you start? Here’s a step-by-step formula for writing an SEO strategy that wins traffic in your market. (And yes, we do this for our clients—so if you want a hand, we should talk .)

It’s incredibly easy to overcomplicate SEO. That’s why it’s good to start simple. At its core, a B2B SEO strategy answers three questions:

• How will we satisfy that desire?
• How will we convince search engines that we’re satisfying them?

The entire SEO industry is built around answering these questions. So we won’t answer them all in-depth here. Instead, let’s take a high-level tour through all three, with some specific dos and don’ts to keep in mind in the B2B space.

1. “What are our people looking for?”

SEO starts with understanding what people in your market are typing into Google and other search engines. You can rank for all kinds of keywords—but if nobody’s searching for them, they’re not going to do you any good.

We’ll look at a few practical ways to answer this question in a minute, but first let’s address the most important part of this question: “our people.”

To do B2B SEO right, you should already know who your market is. You’ll likely need to account for specific types of decision-makers, practitioners, and other stakeholders in the companies you’re trying to reach. This gives you an idea of what jobs you’re helping people do, which is the key to making sure you’re focusing on relevant search terms.

• Keyword research can go on forever. I enjoy it a lot, but it’s not for everyone. Keyword research gets dizzying after a while, and it will eat up all your content strategists’ time if you let it.
• You will need a paid keyword tool . We’ll look at some free tricks for finding ideas, but if you want to do real research, expect to pay for the right tools. Ahrefs, SEMrush, and Moz are popular tools to use—I tend to rely on Ahrefs for the best data and SEMrush for speed.

(No, that’s not an affiliate link. That’s an affiliate link.)

Determine which keywords you already rank for

First thing you want to do is get an idea of what you’re already ranking for. You can grab this data from the Google Search Console, or from your keyword tool.

2. Go to the organic keyword report

3. Export those keywords.

When you export that list, you’re going to want the keywords you rank for, the URL that ranks for each keyword, the position that URL ranks in the SERPs, and the keyword’s search volume.

Search volume = How many times a month people enter a keyword into search engines.

With this list, you’ll know where you’re showing up in the SERPs. This is important because you don’t want to create new content that competes with what you already have. If you rank at the bottom of page 2 for a certain result, you may not need to start from scratch—you might just need to brush up your existing content.

You’ll reference this list as you compare the keywords you rank for to what people are already searching for in the market.

Get keywords from your competitors

Do the same thing with your competitors’ websites that you did with your own. A good SEO tool will allow you to export all that data into a spreadsheet.

Get keywords from publications

Same story, different kind of website. Depending on your industry, there may be some publications in your niche that are attracting a lot of organic traffic. It doesn’t hurt to see where that traffic is coming from, either.

So for example, if you were trying to reach business leaders in the fintech niche , you would probably want to see what kind of keywords fintech blogs like The Financial Brand and Daily Fintech rank for.

Get keywords from complementors

Sometimes there are players in your space who aren’t competing with your product. But they are really hitting content out of the park. It’s important to get an idea of what they’re ranking for, too.

You don’t need to do this for every single complementor in your space. But if there’s a non-competitor whose blog is really popular in your market, you should find out what they rank for.

For example, if you’re in the content marketing game, you need to pull keywords from Buffer’s blog. (But good luck outranking them!)

Good old-fashioned intuition

Sometimes you just have a hunch that people are looking for something. Maybe it’s a frequently-asked question that you hear a lot in real life. Maybe it’s a problem that has kept you up at night, and you don’t think you’re the only one.

Intuition is a phenomenal source of keywords—but don’t stop there.

Plug those gut-instinct keywords into your SEO tool, and check out what sort of search volume they get. Export similar, related, and suggested keywords as well.

Ahrefs is particularly helpful on this front. I wanted to know what kind of stuff people were Googling on the topic of employee engagement surveys. So I looked it up in their keyword explorer.

Turns out there are more than 3,300 related keywords that people are Googling:

Vet your keywords, then group them by intent

If you’ve pulled all this keyword research from your industry, you’re probably sitting on thousands of keywords. Maybe even tens of thousands.

Time to whittle that sucker down.

First, throw out any keywords that don’t have anything to do with your market. For example, there are 37,000 monthly searches for “engagement”—but odds are those people aren’t looking for employee engagement resources. So I can throw that one out.

The real job here is to take inventory of what people are really looking for. The keywords just give you an idea of the vocabulary your market uses. You need to look past that, and start grouping these keywords by search intent.

Search intent = the objective someone has in mind when they search a certain keyword.

As you go through those keywords, take note of the specific intents that people have. For example, people looking for “best building automation systems” are probably on the hunt for multiple BAS options. People looking for “improve office air quality” are looking for tips to, well, improve the air quality in their office.

Best practices for B2B keyword research

By this point in the game, you’ll have done your homework. You’ll know how people find you, your competitors, and other players in your space. You’ve started wrapping your head around the kinds of things that your market is looking for when they use Google for work.

There’s a host of nuances to keep in mind when it comes to keyword research. But if you play by these best practices, you’ll be off to a strong start:

• Do NOT get lost in the weeds. Keyword research will take as much time as you set aside for it, and then some. But you can do effective, high-level keyword research quickly, too. Britney Muller at Moz says, “Keyword research doesn’t have to be a marathon bender. A brisk 30-minute walk can provide incredible insights—insights that connect you with a wider audience on a deeper level.” (Her 30-minute guide to keyword research is en pointe , by the way.)
• Group keywords by intent. You don’t want to waste time writing a new blog post for every single individual keyword. Instead, assign each keyword to a general search intent.
• Consider the difficulty. Most SEO tools will give each keyword a “difficulty score” of some sort. The lower the difficulty score, the easier it is to rank for the term. SEO tools make this score by weighing different factors on the currently-ranking content, like links, domain authority , etc. Factor this into the mix as you’re grouping keywords, so you can grab the low-hanging fruit.
• Prioritize relevance over search volume. Fifty highly relevant views can be far more valuable than 50,000 views from people who won’t even remember you.
• In fact, expect to chase low-search volume concepts. This is B2B SEO, so odds are good that your market is small enough for the truly golden keywords to have very low search volume.

2. “How will we satisfy our people?”

This is where it gets real.

You’ve determined what your market is looking for. Now it’s time to figure out how you’re going to give it to them.

Another way of asking this question is, “Now that we know what they want, what will we make for them?”

Like with keyword research, there’s a lot of nuance to explore beyond the scope of this post. But this will give you the gist of the most common ways to satisfy those searches.

Product category SEO

If you make commercial white noise machines, you should rank for “commercial white noise machine.”

If you make industrial-grade coffee grinders, you should rank for “industrial coffee grinder.”

This is the most obvious aspect of B2B SEO: do what you can to rank for your product category. There’s a lot to explore here, but you should at least make sure you’ve done the following:

• Add your product category to your home, pricing, and features pages’ <title> tags.
• Mention your product category in tandem with your brand name when you’re writing content—especially when you’re writing content that lives on another site. (It should definitely be in your “about” boilerplate for press releases.)
• List your product on review sites (if you make software, you better be on G2 Crowd and Capterra ), and ask your customers to review you.
• Reach out to people who manage “best of” lists in your industry, and ask them to add your product (with a link to your home page) to their appropriate lists.

Now that we’ve covered the obvious, let’s look at how to gain traffic for those other topics you grouped together.

For broad search topics: Cornerstone content, pillar pages

You’ve probably done this yourself. Ever been in a meeting when someone casually mentions something you’ve never heard of? You Google that sort of stuff after the meeting to figure out what it was, and how it relates to your job.

Now get this: people do this when they hear about what your company does, too.

Somewhere, at some time, the people in your market are going to Google terms related to what you do. There are all kinds of ways these terms come up:

• “We really need to start omnichannel marketing before we get left behind.”
• “In 2019, we’re going to focus on audience engagement .”
• “Do we have a content governance plan? It’s all anyone talked about at the Inbound conference last year.”

And that leads to the people in your market Googling those keywords.

You want your website to be where they learn what they need to know.

For the most part, the way to do this is by writing an authoritative overview of that topic. It’s a long-form (often more than 2,000 words) dive into the subject, usually answering a few important questions:

• What is [the topic]?
• Why is it important?
• How does it work?
• What should I remember about this?
• What do I do now?

This sort of content usually needs to be sales-free: it’s all about educating the reader. That’s standard for B2B SEO. You write long, authoritative, super-educational pieces that help people in your market understand what exactly it is you can help them do before you try to sell them anything.

This sort of content goes by a few names, but the two you’re most likely to hear in the industry are cornerstone content and pillar pages .

Cornerstone content / pillar pages = pages that give the reader a comprehensive overview of something you help them do.

Online marketers have used the term “cornerstone content” for more than 10 years . HubSpot introduced their pillar-cluster model to the content marketing world in 2017, so although it’s not as popular yet, you’ll hear it come up in SEO conversations more and more. (Although there are some the nuanced differences between the two terms .)

You can find several examples of this sort of content online:

• Marketo helps companies generate and engage leads, so they wrote the Complete Guide to Lead Generation .
• Buffer helps social media marketers, so they published the Complete Guide to Instagram for Business .
• Control Solutions helps commercial property managers get set up with building automation systems, so they wrote the Ultimate Guide to Building Automation .

Odds are low that a marketing manager is going to lock in a Marketo subscription after having just Googled “lead generation.” But thanks to Marketo’s complete guide to the subject , she has a much better idea of what to look for in a lead-gen solution moving forward (and she knows Marketo is a brand she can trust for lead-generation help in the future).

Cornerstone content is especially useful for:

• Ranking for broad industry terms
• Defining industry terminology
• Generating email subscriptions
• Growing remarketing audiences

But what about the more tactical search topics? Well, that’s where we get into another kind of content that ranks …

For focused search topics: Deep tactical content

These are often step-by-step tutorials, case studies, or even lists of practical tips and ideas. Some good examples of this sort of content in the B2C space include:

• SnackNation’s list of 42 healthy office snack ideas (ranks #2 for “healthy snacks for work”)
• Buffer’s report on the ideal length of various types of online content (ranks #1 for “ideal blog post length”)

These kinds of posts also tend to be long-form (2,000+ words), and if you’re solving a common problem in your industry, they tend to get a good deal of social media shares and backlinks.

Backlinks = Links from another site to content on your site.

We’ll talk a bit about backlinks in more detail in the next section, but for now you just need to know that having links from reputable sites helps you rank in SERPs.

Like cornerstone content, deep tactical content tends to be more about education than persuasion. However, deep tactical content does give you a chance to showcase your product in ways that cornerstone content usually doesn’t.

For example, let’s say you’re selling a CRM for dentists. You’re writing a deep tactical post on how to give patients a calming waiting room experience; it’s just a list of simple tips that a dentist office can easily implement.

In a post like that, you can naturally drop some notes about how your software reminds receptionists which patients are especially nervous before a cleaning! You don’t want to arrest your own content with a sales pitch, but it’s totally acceptable to say, “By the way, we can help you with this.”

The real trap to avoid is to make your number one step in a deep tactical post “get our product.” If your content isn’t valuable until the visitor makes a purchase, people will leave right away. That only drives your bounce rate up, and your rankings down.

Deep tactical content is especially useful for:

• Building trust with visitors and leads (since you’re helping them solve a problem)
• Getting links from other sites in your industry
• Showing off how your product can help your market

For account-specific search topics: Tools

There’s a chance that your market might have a question that doesn’t have a catch-all answer. For searches like these, lightweight tools can get you a long way in search.

For example, if you sell building automation software, there’s a good chance your prospective customers are trying to budget for their heating and cooling in new commercial buildings. They might be Googling “commercial air conditioning cost.”

They’re looking for an answer specific to them—and that’s going to depend entirely on the building layout, the climate, the occupancy, etc. You can’t give them exactly what they’re looking for in a blog post.

But you can create a simple calculator that allows them to get the answer they’re looking for—without needing to do the math!

One company that does this splendidly is the ecommerce giant Shopify. Check out some of the free tools they made that pull in B2B search traffic:

• Business name generator (ranks #1 for “business name ideas”!)
• Small business loan calculator (ranks #3 for “business loan quote”)
• Logo maker (brings in more than 80,000 organic visits a month)

Best practices for creating B2B content that ranks

• Be empathetic. Empathy is an SEO superpower. Focus on the person searching. What are they truly looking for? If you were Googling something similar, what would delight you? This will protect you from the trap of turning every piece of content into an unhelpful infomercial.
• Do NOT expect this to be easy. Creating content that ranks is tough work—and the more your competition knows about SEO, the tougher it gets for you.
• Do NOT expect fast results. You might put weeks into a post. And Google isn’t always in a hurry to move your page to the top of the results. Although I have seen B2B articles climb the SERPs quickly in small niches, it usually takes years to show up on page one .
• Write one post per search intent. If you grouped your keywords well, you’ll have a list of intentions your audience is bringing to Google. Think of each piece of content you make as having one job to do for the people Googling something. Focus on making one piece of content that meets that need, instead of many.
• Watch out for content creep. Content creation will eat up all the time it can. It’s easy to stretch a piece of cornerstone content out for weeks or months as you try to get it just right. Set a scope for large content pieces, and stick to them. You can always come back to improve them later.
• Associate your content with the most credible person in your organization. It’s one thing to publish an epic deep tactical post. The game changes if it’s written by (or ghostwritten for) someone your industry recognizes as an expert. People are more likely to read, share, and link to content that’s coming from a credible source. Plus, whoever writes your content isn’t just building your brand’s authority—your audience is going to start recognizing their name, too.
• Make a content calendar . There’s not a big SEO benefit to producing content on a schedule. But there is a huge SEO benefit to producing content, and a schedule will help you do this consistently. Cornerstone content, deep tactical pieces, and tools can take a long time to create. Plus, in-house marketers often struggle to prioritize content production if it’s not their main job. A production schedule can help you keep the content machine running.
• Not every piece of content needs to rank. If you have a 400-word post that will entertain, enlighten, and engage your audience, ship it! Not every piece of content you make should be an SEO workhorse.

3. “How will we signal quality to search engines?”

In phase one, you discovered what your audience was searching for. In phase two, you made content that can satisfy those searchers.

Most of the hard work is done.

Now you need to check some boxes to help search engines recognize that you created something that will satisfy your audience when they Google those keywords.

If you can do that, then your content will climb those SERPs and start winning all that sweet, sweet B2B organic traffic.

Again, there’s a TON that could be said on this, but if you start by focusing on these areas, you’ll have most of your bases covered.

Publish content by humans, for humans (don’t be an AI SEO junkie)

Google has repeatedly stated that their algorithm is designed to promote human-written editorial content—which means 2024 is NOT the year to outsource your B2B SEO content production to AI. (Besides this, humans generally don’t like reading content that feels like it was machine-written.)

“But Jeffrey, our competitors are churning out hundreds of blog posts a week with AI!”

That’s great for you! If other players in your space are going all-in on AI-generated content, they’re practically inviting you to monitor their content performance and write better, more E-A-T (expert, authoritative, trustworthy) content than they’re cranking out. I’d recommend closely following your competitor’s blogs and running them through an AI checker to see just how human-sounding the machines think it is. If your competitors are ranking with content that smacks of generative AI, you have an opportunity to dunk on them with more natural-sounding (and hopefully more insightful) content of your own.

Build a Link Lattice

One of the smartest ways to begin doing B2B SEO is to build a series of interlinked pages around your product category. By connecting your product pages, pillar pages, and various other page types, you can signal to Google which pages on your site are most relevant to your product category—and rank for that search volume.

I’ve written a guide on exactly how to do this here .

Use related terminology

Google’s getting smarter all the time. It’s not just looking for a specific keyword being used over and over in the content. In fact, you’ll stand a greater chance of ranking by naturally using a wide swath of vocabulary associated with the topic you’re covering.

So if you’re writing a piece on flat roof coverings, you’ll want to mention terms like asphalt, EPDM, modified bitumen, and vinyl.

You’ll get plenty of these related terms straight from your keyword research. But if you want to make doubly sure, scan the table of contents of any related Wikipedia pages. (That’s where I grabbed those flat roof terms!)

This makes sense when you think about how human conversation works.

Imagine you’re at a local brewery and you overhear two conversations.

In the first conversation, two people talk about how much they love beer. They love dark beer and strong beer and beer that’s not too bitter .

In the second, two people discuss how much they love beer. But one of them prefers IPAs , and the other is more of a pilsner fan. They both enjoy a hoppy taste, they’re not too keen on stouts or porters , but they can tolerate a good winter warmer every once in a while.

Which of those groups would you assume knew more about beer? Probably the latter—specifically because instead of overusing the word “beer,” they’re using specific beer-related terms.

So when you’re writing authoritative content, use authoritative language.

Optimize your SERP clickthrough rate

One thing that influences a page’s ability to rank is click-through rate.

Click-through rate (CTR) = what percentage of people who see your link in the SERPs click on it

A few ways you can make your links more clickable:

• Write a compelling title. “Lead generation” is a lot less interesting than “Lead Generation: Everything You Need to Know”
• Keep your URLs simple, readable, and relevant. Remember, your B2B audience is probably using a work computer (or even a work mobile device). Your audience is going to feel a lot safer going to a webpage like com/hvac-cost-calculator than Yoursite.com/p8074gg00z=004
• Monitor page performance in Google Search Console. Keep an eye on which keywords translate to clicks—and if you notice that a page is showing potential with a keyword that isn’t in the title, consider adjusting the title to incorporate that keyword.

Build links to your content

One of the best ways to tell Google your content is worthy of organic traffic is to get other websites to link to it. This process is called link building .

Links work in B2B SEO similarly to how word of mouth works in real life. You’re more likely to try a new product, watch a movie, or visit a vacation destination if you’ve heard other people talking about it. The more people you hear talking about how much fun they had in Iceland, the more you want to go to Iceland.

Google works in a similar fashion. If hundreds of websites link to a piece of content you published, Google takes that as a clue that the content is good. (It must be, if all these people are willing to send their readers to another site for it.)

There are several ways you can build links to your content—and they all come down to promoting the content you produce. The specific promotion tactics you use will vary depending on the specific piece of content you’re promoting. However, you will almost always want to do the following:

• Tell your email list about new content (and ask them to share it)
• Reach out to influencers to let them know about it
• Add an email about that content to any relevant automated drips
• Expert-level:  conduct original research and publish statistics—these are the things that journalists and bloggers love to link to!

In terms of advanced tactics, Backlinko.com is a fantastic resource. Brian Dean is one of the best in the business when it comes to link-building, so I highly recommend checking out these tutorials from him:

• How to get high-quality backlinks
• 17 little-known backlink opportunities

You can find plenty of tactics for building links to your content online, but there’s really just one principle that you absolutely need to take to heart: attention begets attention. It’s far easier to get visits, links, and shares by telling your existing audience about your content than it is to make every piece of content win its own audience.

So when you make a new post, promote it to your subscribers, your employees, your customers—anyone who might find it relevant and valuable.

Wrapping up

If you’ve made it this far, you have enough working knowledge to start doing your own B2B SEO. Remember: there’s a lot of nuance to this discipline, and so there’s always more to learn and explore. But you’ll be heading in the right direction if you’re constantly doing one of these three things:

• Discovering what your market is searching for
• Creating content that can satisfy their searches
• Convincing Google that your content can satisfy their searches

Make a strategy. Do great research. Write stellar content. Set it up to win.

And watch the organic traffic pour in.

(And if you’d like a hand at getting started with this, let’s talk about it .)

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Increasing Year-Over-Year Organic Traffic for Our Website by Over 130%

Unlike others in our field, we decided to invest in SEO as a key marketing channel for increasing the online exposure of our digital marketing resources.

Llama Lead Gen has been busy in the last couple of years, looking for ways to expand our digital presence and bring value to our online audience. We drew on our team’s deep digital marketing expertise to create and publish extensive B2B marketing resources on our website as part of this effort.

Today, we'd like to share a rare ‘peek under the hood’ moment with you to review some of the best B2B SEO strategies that helped us increase our organic traffic year-over-year by more than 130%.

#searchengineoptimization

increase YoY in organic traffic

decrease in bounce rate

increase in average session duration

Keyword growth

Organic keywords: 1406

Page 1 keyword growth

* The spike in organic keywords in February 2021 coincides with a Google core algorithm update. It is not uncommon for keywords and rankings to be volatile during core updates. A few weeks after the update, the keyword volume normalized and continued with steady quarterly growth.

How We Did It

Our starting point was the blog content that we had already created. In 2020, we created several pieces of content for our blog around a variety of digital marketing topics, such as Linkedin marketing and advertising, budgeting, and A/B testing for digital marketing campaigns. Nevertheless, this content didn’t move the needle in organic visibility as much as we initially hoped.

After carefully reviewing our content and website strategy, we decided to break away from our “business blog” SEO strategy and instead focus on creating content clusters around our core competencies.

Content strategy pillars

Marketing Guide

Services Page

Featured Content

This fundamentally altered our content-creation process. Instead of tackling each marketing guide for our business blog as a standalone project, we adopted a circular approach. Each of our core competencies is represented by a marketing guide, a services page, a case study, and an external piece of content (news feature, etc.). Moreover, each part of the content hub focuses on a different level of the marketing funnel.

Case Studies

Although our goal was to document our success stories initially, we decided to use this content to showcase our expertise across various industry verticals. This strategy proved to be an excellent tactic for SEO lead generation, and our marketing case studies became the foundation for each of our content clusters. In the last two years, we’ve published over 15 in-depth marketing case studies covering verticals such as Healthcare Marketing, Political Advertising, B2B SaaS, Digital Transformation, and more.

The number of website clicks and search impressions attributed to our case studies in a 16-month window.

Megatutorials

After overhauling our content marketing strategy, one of the critical activities that we undertook was to consolidate our blog content into long-form marketing guides, a.k.a. Ultimate Guides. Such pieces of content demonstrate several unique traits and advantages:

Many marketing studies correlate content length to high Google rankings

Long-form pieces of content are an excellent way to target long-tail keywords

There’s enough ground to optimize content for Google’s passage indexing by providing nuanced answers to niche queries

Long-form content provides more opportunities for interlinking

Ranking on page one for multiple long-tail keywords is an excellent way to build natural links and improve rankings for high traffic keywords

Service Pages

Although the digital marketing space is hyper-competitive SEO-wise, our primary goal was to present the marketing services that we offer professionally and comprehensively. As a result, our initial focus was to expand our services pages across marketing verticals. 

Once we hit that goal, we decided to expand our services pages towards industry verticals in which we have extensive experience. Additionally, our keyword research uncovered some excellent opportunities for SEO growth by niching down to the different industries that we service, such as with our Pharmaceutical Marketing Services.

Off-Site Content

While working on repurposing our content and compiling our long-form marketing guides, we found that some content inevitably wouldn’t fit our new strategy. As a result, we decided to use some of this material as off-site content to increase our digital footprint. In other words, we drew heavily on content that didn't fit our strategy and published in-depth pieces on digital marketing topics on other established websites.

This supplemented our other digital PR, and business development efforts and resulted in an Ahrefs Domain Rating score increase from 2 to 21, in less than two years. Domain Rating is a proprietary Ahrefs’ metric that shows the strength of a target website’s total backlink profile in terms of its size and quality. Although we don’t believe that a single metric can reflect a website’s SEO, it’s still an indicator of our dynamic growth in a short period of time.

This case study is a summary of the SEO tactics and strategies that we used to jump-start our own SEO efforts and start generating traffic from Google to our website. Although we benefited from these strategies, it’s important to remember that SEO is a very technical field, and every business is different. There are many potential tactics that can be used to help your business rank better on search engines, but it's important to keep in mind that every tactic should be tailored to the strengths and weaknesses of your company.

If you’d like to know more about how SEO can help your business grow, and what kind of strategies we recommend, contact us today for a free consultation.

Ready to take your SEO  efforts to the next level? 

Struggling to effectively and efficiently budget for your advertising campaigns? Save time, money, and resources by hiring Llama Lead Gen as your digital marketing expert.

Explore our other case studies

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Qualified Leads Generated for a B2B SaaS Company

Qualified Leads for Digital Transformation Company

Conversion Rate for Ad Council LinkedIn Campaign

B2B SEO Case Study: Organic Traffic Soars for PDF Generation Library (787% Increase)!

Business-to-business (B2B) companies face unique marketing challenges like:

• Standing out from the competition 
• Complex sales funnels 
• Long sales cycles 
• Finding unique ways to connect with target audiences 
• Creating content that guides prospects through their sales funnel 

There’s one marketing strategy that successfully deals with all these challenges when implemented properly, and that’s SEO. 

That said, it’s no wonder why SEO is the #1 way that B2B companies promote their products and services. 

According to Sagefrog’s 2023 Marketing Mix Report, SEO is the most popular marketing tactic amongst B2B marketers, and the B2B SEO case study we’re about to share perfectly illustrates why that is. 

This is the story of how we were able to increase a B2B client’s organic traffic by 787%, get them ranking in the top 10 for 1,500+ relevant keywords, and build thousands of valuable backlinks for their most important pages.

The kicker?

We did it entirely through link outreach. 

That’s right; no web copy or content creation was necessary for us to achieve the aforementioned results. 

This case study is also a testament to the massive impact high-quality backlinks have on a website’s search rankings and overall online visibility. 

Read on to learn how we catapulted our client’s organic traffic into the stratosphere (and how we can do the same for you). 

The Client: A PDF Generation Library for Web Developers

Our B2B client operates a PDF library that runs on the C# programming language. 

It’s a powerful toolkit for web developers that lets them generate, read, edit, sign, and save PDF files in the .NET framework. 

Without getting too technical, they license their library out to developers to use in their C# projects.

Despite the quality of the clients’ service, they were being overshadowed by competitors in search engine results, especially Google.

They needed a way to boost their online visibility and establish themselves as a major player in the PDF library space, and they knew SEO was their ticket to achieving both goals. 

After doing some research online, they came across some of our rave reviews, and decided to get in touch with our team. 

Mind you, this was back in late 2018, so we’ve been working with this client for quite a while now (67 months, to be exact). 

During our consultation, the client gave us the rundown of their situation:

• They were producing top-tier blog content that, while extremely well-written, wasn’t bringing in enough traffic. 
• Their website was in desperate need of high-authority backlinks from reputable websites in their industry. 
• They weren’t ranking for important industry keywords yet. 

Since they had diverse goals, a complex sales funnel, and a lengthy sales cycle – we decided that a HOTH X campaign would work out best. 

Getting set up with a HOTH X campaign 

HOTH X is our managed service where we handle every aspect of a client’s SEO strategy. Each client gets hooked up with a dedicated campaign manager who develops a long-term gameplan to ensure success. 

Our clients love HOTH X because it’s truly a ‘hands-free’ service. 

We’ll handle your SEO for you so that you can focus on running your business instead, which is exactly what took place with our B2B client. 

They had enough going on managing their PDF library and creating top-tier blog content, so we took the wheel for their SEO. 

HOTH X campaigns also use a combination of our SEO products to help clients achieve their goals. 

However, in this case, we determined that we only needed one of our products to help them dominate the search results – and that was Link Outreach .

This is because we knew high-value backlinks were what the client needed from us to achieve all their goals (and then some). 

Since they were already creating outstanding blog content on a regular basis, we didn’t need to provide any content of our own. Their website was also immaculate, so we didn’t need to tighten up or optimize their web copy. 

Building backlinks was the name of the game for this SEO strategy, so we got ready to start sending lots and lots of outreach emails. 

Also, the campaign lasted 67 months in total, which comes out to approximately five and a half years. 

Nearly every month of the campaign included a 14-pack of link outreach orders, which is a whole lot of link-building. 

The importance of backlinks for ranking on Google 

Before we continue any further, let’s explore why backlinks are such an important ranking factor on Google (and other search engines, but Google places the most importance on backlinks by far). 

A backlink is a link on an external website that directs back to your site. 

On Google, backlinks act as ‘votes of confidence’ for the quality of your content. The idea is similar to how term papers cite academic journals to back up their claims. If other websites that Google already trusts are linking to your content, it signals to Google that your content is also trustworthy, accurate, and high-quality. 

This sums up why building backlinks has a positive impact on a website’s search rankings. 

The more backlinks you have coming from high-quality, relevant websites in your field, the more Google will trust that your content is worthy of higher rankings. 

9 times out of 10, if a client we’re working with is getting outranked by a competitor, it’s because the competing website has stronger backlinks. 

The game then becomes closing the gap by building more high-quality backlinks than the competition. 

This is link-building 101, but it explains why link outreach was our primary focus for this B2B client’s SEO strategy. 

The SEO Audit: Getting Our Footing 

Every HOTH X campaign kicks off with a comprehensive SEO audit, and we have a very good reason for this. 

The last thing you want to do with SEO is get ahead of yourself, as it can cause you to miss foundational mistakes that negate your efforts. 

For example, let’s say we forgo an audit and start building backlinks to one of the client’s most important blogs – failing to realize that two versions of the blog actually exist (which is known as duplicate content in the SEO world). 

This confuses Google’s algorithm because it doesn’t know which version of the blog to rank in its search results, which usually causes both versions to disappear from the search results entirely. 

Therefore, if we started putting in the hard work necessary to build backlinks to the blog, it wouldn’t matter because the content isn’t even ranking. 

That’s why it’s imperative to begin every SEO campaign with a thorough audit, regardless of the goals involved. 

What takes place during an SEO audit?

We analyze:

• On-page SEO factors like keyword usage, placement, and metadata 
• Technical SEO factors like page loading speed, broken links, and duplicate content 
• Site architecture and URL structure 
• The website’s backlink profile (and its quality) 
• Any keywords they’re currently ranking for and in which position 
• How much organic traffic they’re generating (and from where) 

We have more than a few tools to help us out during the audit process, most notably Google Search Console (GSC) and Google Analytics (both of which the site owner has to provide us access to). 

GSC lets us look at a website’s keyword position rankings, organic traffic, and clicks/impressions. 

Google Analytics is more about analyzing a website’s demographics, such as its geographic location, and identifying the main sites that direct users to it. 

Identifying easy-win keyword opportunities during the audit 

Once all the technical and user experience issues are squared away, we move on to looking for easy-win keyword opportunities for the client. 

What are those?

Easy-win opportunities are keywords that the client’s site already ranks for, just not very high. The good news is that with some optimizations, it’s pretty easy to get these keywords ranking higher (sometimes even in the top 3). 

The reason we go out of our way to look for easy-win keywords is they provide speedy results . 

Google’s crawling and indexing process

SEO is a long-term process that takes some time to start generating steam, especially for newer, more obscure domains. This is because you have to wait for Google to crawl and index your content before your optimizations will impact your rankings. 

It takes quite a bit of energy for Google’s bots to crawl and index websites, which is why they have crawl budgets. 

There’s also a tier list involved with the indexing process that’s split into high, medium, and low-priority levels.

High-priority sites are the most popular sites on the web (think Amazon and Wikipedia), so Google recrawls and indexes them most often. 

Medium priority sites are still popular, but not on the level as legacy websites like Amazon. Low priority websites are obscure (or brand-new) domains that are rarely indexed. 

This means low-priority sites may have to wait 6 to 12 months before their content is recrawled and reindexed, which can be frustrating. 

Easy-win keywords mitigate this issue because the content is already indexed and ranked. This means it won’t take nearly as long for optimizations to impact search rankings. 

As a result, easy-win keywords can provide ranking boosts within a few weeks instead of months, providing clients with some much-needed traffic generation early on in their campaigns. 

The impact of easy-win keywords 

Our B2B client had quite a few easy-win keywords that we happily capitalized on as soon as possible. 

This is because, as stated before, they had an extremely active blog that covered topics relevant to their target audience. 

They were bound to start ranking for web developer-related keywords due to their blogging efforts, which was exactly the case. We honed in on keywords ranking in positions 4 – 30, which are prime easy-win keyword opportunities. 

Which optimizations did we make?

The usual fare, but that’s usually all it takes with easy-win keywords, such as:

• Adding the target keyword to the title tag, H1 header, metadata, and first 100 words of the content
• Making sure image alt text contained target keywords 
• Beefing up pages with thin content (less than 1,000 words) 
• Adding internal links to pages with the most backlinks (to pass link juice) 

Campaign Strategy: Link Outreach All the Way 

Once the audit was complete, it was time to start building links like our lives depended on them. 

As stated previously, the client ordered 14-packs of Link Outreach every single month. 

What does link outreach entail?

We’re glad you asked. 

While other SEO agencies stick to cold outreach emails using generic (and boring) templates, we take a far more nuanced approach to the process. 

Also, we’re extremely picky with the websites that we target for backlinks, which is part of why our product yields such outstanding results. 

For every backlink opportunity, we analyze the website’s:

• Domain Authority (DA) score . Domain Authority is a metric developed by Moz that approximates a domain’s likelihood of ranking in Google’s SERPs. It looks at a domain’s backlink profile AND general SEO performance (including on-page factors). 
• Domain Rating (DR) . Domain Rating is another metric for measuring the ranking power of a domain, but this one was developed by Ahrefs. Also, DR only looks at the strength of a domain’s backlink profile, and nothing else. 

We take a look at a domain’s DA and DR scores to ensure it’s worth pursuing for our client. 

Also, each client has the freedom to set a preferred amount of monthly traffic for each backlink prospect. That way, you’re guaranteed to receive a backlink from a website that’s as popular as you want. 

Building relationships with other sites in the web developer space 

In addition to the rigorous way we vet backlink opportunities, our outreach approach is equally as ambitious. 

Instead of treating each backlink target as a one-and-done deal, we always aim to forge long-lasting relationships with relevant bloggers, media outlets, and website owners. 

That’s because a positive relationship will lead to multiple backlinks (and other marketing opportunities) instead of just one. 

Yet, for relationship-based link-building to work, we have to engage in personalized outreach. 

For our B2B client, we did some in-depth research into major players in their industry. We read influencer posts, looked at their LinkedIn profiles, and recognized areas where we shared common ground. 

From there, it was about drafting extremely personalized emails that exemplified our knowledge of the prospect’s website and content. 

We would make a point to mention specific pieces of content that we thought were especially helpful or thought provoking. 

Sometimes, we would engage with backlink prospects for months before even bringing up the idea of adding a backlink on their site. 

This paid off in the long run, as we built numerous relationships with influencers in the web development world, something which led to tons of valuable backlinks for our client. 

The Results: Insane Organic Traffic Generation, Over 1,500 Top 10 Keywords, Thousands of High-Quality Backlinks  

All that outreach paid off, as we were able to boost the client’s organic traffic by 787%. 

It’s important to note that we saw a rapid increase in traffic and keyword generation within the past year and a half. 

Here’s a look at their organic traffic and keywords in January of 2023:

Compare those numbers to June 2024:

As you can see, their organic traffic began to skyrocket in March of 2023, and it hasn’t let up yet! Their traffic grew from an average of 2,045 visitors to 18,151 (and still climbing)! 

They’re also ranking for 378 keywords in the top 3 , which are directing tons of users to their industry leading blog content. 

Here’s a glimpse at the client’s main keyword wins (without giving away too much):

These are primarily TOFU (top-of-the-funnel) keywords that direct users to our client’s blog content (which contains CTAs to land conversions and leads). 

This campaign was a perfect example of our services working in tandem with a client’s already successful content creation. Our link outreach was the perfect compliment to the client’s in-depth blog content, and it finally got the client the recognition (and traffic) they deserved for their hard work. 

The relationships that we built led to countless link placements on authoritative websites in the web development niche, which helped our client rank in the top 3 for so many crucial industry keywords. 

Using B2B SEO to Dominate Your Niche’s Search Results 

Our client’s website is still tearing up the charts, so to speak. 

SEO is a gift that keeps on giving when done properly, which is why our client is continuing to generate more traffic than ever before. 

B2B SEO is complicated, so why not let us handle it for you?

If you’re ready to take your B2B company to the next level, don’t wait to sign up for a HOTH X campaign to achieve results similar to those of the client mentioned in this case study.

Your Guide to B2B Digital Marketing in 2024

Nathan Thompson

Nathan is a revenue-focused marketing leader. By day he manages Demand Gen right here at Copy.ai, by night he enjoys family time in the Rocky Mountains!

Introduction

B2B companies need to adapt their marketing strategies to stay ahead and drive growth. As more B2B buyers turn to online channels for research and decision-making, digital marketing has become essential for reaching target audiences, generating leads, and boosting sales and ROI.

In this guide, we'll dive into B2B digital marketing, exploring the latest strategies, tools, and trends shaping the industry in 2024. Whether you're a seasoned marketer or just starting out, you'll gain valuable insights and actionable tips to navigate the complex B2B marketing landscape and achieve your business goals.

By the end of this post, you'll be equipped with the knowledge and skills needed to create a winning B2B digital marketing strategy that drives results and positions your company for long-term success. So, let's get started by defining what B2B digital marketing is and why it matters.

What is B2B Digital Marketing?

B2B digital marketing isn't just a buzzword—it's the backbone of any savvy marketing strategy. As businesses pivot online, B2B companies must harness digital channels to effectively reach their target audience.

So, what exactly is B2B digital marketing? It's the art of using digital channels to promote products or services to other businesses. Think content marketing, email marketing, social media marketing, SEO, PPC advertising, and more. The mission? Attract, engage, and convert potential business customers through a myriad of online touchpoints.

Unlike B2C marketing, which woos individual consumers, B2B digital marketing zeroes in on decision-makers within companies. These folks are the gatekeepers of procurement and wield the purchasing power for their organizations. Your strategies need to resonate with their unique needs, challenges, and buying behaviors.

In the B2B realm, digital marketing is your Swiss Army knife for building brand awareness, generating leads, nurturing relationships, and driving sales. With most B2B buyers doing their homework online before making a purchase, a robust digital presence is non-negotiable. You need to serve up valuable, informative content that hits their pain points and meets their needs.

The shift to remote work and virtual interactions has only amplified the importance of B2B digital marketing. With face-to-face meetings and trade shows on the decline, digital channels have become the go-to for connecting with potential customers and showcasing your offerings. By leveraging these strategies, B2B companies can effectively engage their audience, no matter where they are.

The perks of B2B digital marketing are plentiful. Implementing effective digital strategies allows B2B companies to:

Benefits of B2B Digital Marketing

Implementing B2B digital marketing strategies can be a game-changer for businesses aiming to expand their online presence and drive sales. Leverage digital channels and tactics, and B2B companies can effectively reach and engage their target audience, nurture leads, and ultimately boost revenue.

One standout benefit of B2B digital marketing is increased brand visibility and reach.

Targeted content marketing, search engine optimization (SEO), and social media marketing can improve online visibility and attract more qualified leads. According to a recent study, B2B buyers have increased their online spending by 45% , underscoring the growing importance of digital channels in the B2B purchasing process.

Another major advantage is the ability to build trust and credibility with potential customers.

Create valuable, informative content that addresses the pain points and challenges faced by B2B buyers, and companies can establish themselves as thought leaders in their industry. This fosters trust and positions the business as a go-to resource for solutions and expertise.

B2B digital marketing also enables more precise targeting and personalization.

With access to data and analytics, marketers can gain deeper insights into their target audience's behavior, preferences, and purchasing patterns. This information allows for the creation of highly targeted and personalized marketing campaigns, increasing the likelihood of conversion and customer loyalty.

Moreover, digital marketing offers cost-effectiveness and measurable results.

Compared to traditional marketing methods, digital channels often require lower investment while providing more granular tracking and reporting capabilities. This allows B2B businesses to optimize their marketing efforts based on real-time data, ensuring a higher return on investment (ROI).

Now that we've explored the benefits of B2B digital marketing, let's dive into the key components that make up a successful strategy.

Key Components of B2B Digital Marketing

B2B digital marketing is a treasure trove of strategies and tactics designed to reach, engage, and convert your target audience in the digital realm. To nail a comprehensive B2B digital marketing plan, you need to master the key components that drive success in this field.

Here are the primary pillars of B2B digital marketing:

• Content Marketing: Crafting and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately driving profitable customer action. Think of it as storytelling with a purpose.
• Email Marketing: Using targeted, personalized email campaigns to nurture leads, build relationships, and guide prospects through the sales funnel. It's like sending a friendly nudge to your future customers.
• Social Media Marketing: Harnessing social media platforms to boost brand awareness, engage with your target audience, and drive traffic to your website or landing pages. It's your digital handshake.
• Search Engine Optimization (SEO): Tweaking your website and content to climb the ranks in search engine results pages (SERPs), attracting more qualified traffic to your site. It's like giving your website a VIP pass.
• Pay-Per-Click (PPC) Advertising: Running targeted, paid advertising campaigns on search engines and other digital platforms to drive immediate traffic and conversions. Think of it as your digital megaphone.

Each of these components is a crucial cog in a well-oiled B2B digital marketing machine. Mastering and integrating these tactics can amplify your online presence, connect you with your target audience, and ultimately drive more leads and sales. In the following sections, we'll dive deeper into each of these key components, exploring best practices, tools, and strategies for success. Spoiler alert: Copy.ai will be your new best friend.

1. Content Marketing

Content marketing is the secret sauce in B2B digital marketing strategies. It's all about crafting and sharing valuable, relevant, and consistent content to captivate and retain a specific audience, ultimately driving profitable customer action.

In the B2B world, content marketing's mission is to educate, inform, and engage potential customers, positioning the brand as a thought leader and trusted industry resource. This strategy nurtures leads, builds relationships, and guides prospects through the sales funnel with the finesse of a seasoned tour guide.

Here's the lowdown on key aspects of B2B content marketing:

• Blogging : Regularly publishing informative blog posts on topics that matter to your target audience, showcasing your company's expertise and providing real value.
• Whitepapers and eBooks : Creating in-depth, research-based content that tackles industry challenges and offers solutions, often gated behind a lead capture form for that sweet, sweet contact info.
• Case Studies : Highlighting real-world examples of how your products or services have helped clients hit their goals, building credibility and trust faster than you can say "ROI."
• Webinars and Videos : Hosting live or pre-recorded educational sessions, product demos, or expert interviews to engage your audience and offer interactive learning experiences.
• Infographics : Turning complex information or data into visually appealing and easily digestible formats, making it more shareable on social media and other platforms.

For a deep dive into creating an effective B2B content marketing strategy, check out our comprehensive guide on B2B Content Marketing .

Consistently delivering high-quality, targeted content allows B2B companies to attract, engage, and convert their ideal customers while also building long-term brand loyalty and advocacy.

2. Email Marketing

Email marketing is the unsung hero of B2B digital marketing strategies. It’s the trusty sidekick that nurtures leads, builds relationships with prospects, and keeps existing customers coming back for more. B2B email campaigns are all about delivering the goods—think industry insights, case studies, and product updates—to help recipients make informed decisions and build trust in your brand.

When diving into B2B email marketing, segmentation is your secret weapon. Break down your email list by job title, industry, and where they are in the buyer's journey. This way, you can serve up content that hits the mark for each recipient's unique needs and interests. Personalization isn’t just a buzzword here; it’s the magic ingredient that helps you connect with your audience and boost engagement rates.

Automation is another powerhouse in B2B email marketing. Setting up automated email sequences lets you nurture leads and guide them through the sales funnel without breaking a sweat. Picture this: a series of onboarding emails for new subscribers or follow-up emails after a prospect shows interest in your product. Automation not only saves time but also ensures your email marketing is consistent and timely.

To keep your B2B email marketing sharp, stay on top of the latest trends and best practices. Considering recent B2B content marketing trends , personalization, automation, and interactive content are the top strategies for success.

3. Social Media Marketing

Social media platforms are a goldmine for B2B companies looking to connect with their target audience, build brand awareness, and drive traffic to their websites. Create and share valuable content, engage with followers, and run targeted ad campaigns to effectively leverage social media and supercharge your digital marketing strategy.

Focus on the platforms where your target audience hangs out the most. For many B2B companies, LinkedIn, Twitter, and Facebook are the go-to spots. LinkedIn is the holy grail for B2B marketing, offering a space to connect with industry pros, share thought leadership content, and showcase your products or services.

To crush it with B2B social media marketing, develop a content strategy that aligns with your overall marketing goals. Share blog posts, industry news, infographics, case studies, and other content that your audience will find valuable. And don't forget about social media advertising—reach a highly targeted audience based on job title, industry, and company size.

Influencer marketing is another ace up your sleeve. Partner with industry thought leaders and influencers to expand your reach, build credibility, and drive engagement. This can take many forms, like sponsored content, social media takeovers, and co-branded campaigns.

Track key metrics like engagement rates, website traffic, lead generation, and conversion rates to measure the success of your B2B social media marketing efforts. Regularly analyze and optimize your strategy based on these metrics to continually improve your results.

4. SEO and PPC

Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising are the dynamic duo of a successful B2B digital marketing strategy. SEO boosts your website's visibility and ranking in organic search results, while PPC places ads on search engine results pages (SERPs) to drive targeted traffic straight to your site.

For B2B companies, SEO is your magnet for potential customers actively searching for your products or services. Optimize your website content, structure, and technical elements to climb those search engine rankings and attract more qualified traffic. This means diving into keyword research, crafting high-quality content, building backlinks, and ensuring your site is mobile-friendly and lightning-fast.

PPC, on the flip side, lets B2B marketers place laser-targeted ads in front of potential customers searching for specific keywords related to their offerings. Platforms like Google Ads and LinkedIn Ads allow for highly targeted campaigns based on job title, industry, company size, and location. By selecting the right keywords, crafting compelling ad copy, and optimizing landing pages, B2B companies can drive high-quality leads and conversions through PPC.

Combining SEO and PPC is like having your cake and eating it too. B2B companies can dominate search results for their target keywords and drive more qualified traffic to their website. Plus, tools like Copy.ai's GTM AI Platform can help B2B marketers better understand their target audience and optimize their SEO and PPC efforts for maximum impact.

To make the most of SEO and PPC in B2B digital marketing, develop a comprehensive strategy that aligns with your business goals and target audience preferences. Set clear objectives, allocate resources wisely, and continuously monitor and optimize campaigns based on performance data.

How to Implement B2B Digital Marketing

Creating a killer B2B digital marketing strategy isn't just crucial—it's your golden ticket to success. Let's dive into the steps to craft a plan that aligns perfectly with your business goals and hits the bullseye with your target audience:

• Define your target audience: Pin down your ideal customer profile (ICP) and whip up buyer personas that mirror your target audience. Think demographics, job titles, pain points, and buying behaviors—get into their heads!
• Set clear goals and objectives: Nail down what you want to achieve with your digital marketing. Whether it's boosting brand awareness, generating leads, nurturing prospects, or driving sales, make sure your goals are SMART (Specific, Measurable, Achievable, Relevant, Time-bound).
• Conduct a competitive analysis: Spy on your competitors' digital marketing moves—check out their websites, content, social media, and ad campaigns. Spot their strengths and weaknesses to carve out your unique edge.
• Choose the right channels: Pick the digital marketing channels that vibe with your target audience and goals. Whether it's content marketing, email marketing, social media, SEO, PPC, or beyond, go where your audience hangs out online.
• Develop a content strategy: Plan content that hits your audience's sweet spots at every stage of their journey. Think blog posts, whitepapers, case studies, webinars, and more. Make sure it's valuable, relevant, and SEO-friendly.
• Leverage marketing technology: Invest in the right tools to streamline your efforts and measure success. A well-oiled GTM AI Platform like Copy.ai can work wonders. Think CMS, CRM software, marketing automation tools, and analytics platforms.
• Allocate resources and budget: Figure out the resources and budget you'll need. This might mean internal staff, external agencies, freelancers, and ad spend. Prioritize based on potential impact and ROI.
• Measure and optimize performance: Keep tabs on your digital marketing campaigns using KPIs like website traffic, lead generation, conversion rates, and revenue. Use these insights to tweak and optimize for even better results.

Follow these steps, and you'll craft a B2B digital marketing strategy that propels your business forward. Stay nimble, adapt as needed based on market trends, customer feedback, and performance data, and don't forget to enjoy the ride!

Best Practices and Tips

To maximize your B2B digital marketing mojo, dive into these best practices and tips:

• Define your target audience: Nail down your ideal customer profile and craft buyer personas to grasp their pain points, challenges, and goals. This lets you tailor your marketing messages and strategies to hit home with your target audience.
• Develop a content strategy: Whip up a content strategy that syncs with your business objectives and your audience's needs. Focus on creating valuable, informative, and engaging content that tackles their challenges and positions your brand as a thought leader in your industry.
• Leverage account-based marketing (ABM): Roll out an ABM approach to zero in on high-value accounts most likely to convert. Personalize your content, messaging, and outreach to engage key decision-makers within these accounts. Effective account planning is a crucial skill in B2B sales and marketing.
• Optimize for search engines: Make sure your website and content are search engine optimized to boost visibility and attract organic traffic. Conduct keyword research, create SEO-friendly content, and build high-quality backlinks to climb the search rankings.
• Nurture leads with email marketing: Craft targeted email campaigns to nurture leads and guide them through the sales funnel. Offer valuable content, personalized deals, and timely follow-ups to build trust and spark conversions.
• Engage on social media: Establish a vibrant presence on relevant social media platforms to engage with your target audience, share valuable content, and build brand awareness. Dive into industry discussions, answer questions, and showcase your expertise to cement your thought leadership.
• Measure and analyze performance: Regularly track and analyze your digital marketing performance using tools like Google Analytics, marketing automation platforms, and CRM systems. Monitor key metrics such as website traffic, engagement rates, lead generation, and conversion rates to spot areas for improvement and fine-tune your strategies.

Follow these best practices, keep tweaking your approach, and you'll effectively reach and engage your B2B audience, generate high-quality leads, and drive business growth.

Common Mistakes to Avoid

Navigating the world of B2B digital marketing? Let's steer clear of the common pitfalls that can derail your success. One colossal blunder is failing to align your marketing and sales teams. Misalignment across GTM teams can create inconsistent messaging, missed opportunities, and ultimately, lost revenue.

Here are other frequent missteps in B2B digital marketing:

• Skipping the step of defining a clear target audience
• Creating content that lacks value and relevance
• Neglecting SEO optimization
• Overlooking mobile-friendly design
• Underestimating the power of social media for B2B engagement
• Not utilizing marketing automation tools
• Ignoring performance metrics analysis

Avoiding these mistakes can help B2B marketers craft digital strategies that drive engagement, generate leads, and build enduring customer relationships.

Tools and Resources

Ready to supercharge your B2B digital marketing strategies? We've got a treasure trove of tools and resources to help you do just that. Think AI-powered solutions that automate and optimize your marketing efforts, and comprehensive software platforms crafted specifically for B2B marketers.

In this section, we’ll explore some of the most powerful AI tools and software solutions that can elevate your B2B digital marketing game. From content creation and lead generation to analytics and optimization, these tools streamline your processes, save you time, and deliver stellar results.

Buckle up as we dive into the exhilarating world of AI tools for B2B marketing.

AI Tools for B2B Marketing

Artificial intelligence (AI) is shaking up the marketing world, and B2B companies are riding the wave. AI tools can streamline and optimize various aspects of B2B digital marketing, from content creation to lead generation and customer engagement. Buckle up, because here are some AI tools that can supercharge your B2B marketing efforts:

• Conversational AI : Chatbots and virtual assistants powered by AI can engage with potential customers 24/7, answering questions, providing personalized recommendations, and guiding them through the sales funnel. Tools like Drift and Intercom offer conversational AI solutions tailored for B2B businesses.
• Content Creation AI : AI-powered content creation tools can generate high-quality, engaging content for your B2B audience. These tools assist with everything from blog post ideas and outlines to social media posts and email subject lines. Copy.ai's GTM AI Platform offers a suite of AI-powered content creation tools specifically designed for go-to-market teams.
• Predictive Analytics : AI-driven predictive analytics tools analyze vast amounts of data to identify patterns, predict customer behavior, and optimize marketing strategies. These insights help B2B marketers make data-driven decisions, personalize their approach, and improve ROI. Tools like 6sense and Leadspace specialize in predictive analytics for B2B marketing.
• AI-Powered ABM : Account-based marketing (ABM) is a popular strategy in B2B, and AI makes it even more effective. AI-powered ABM tools identify high-value accounts, personalize content and messaging, and orchestrate multi-channel campaigns. Demandbase and MRP Prelytix are examples of AI-driven ABM platforms.
• Sales Intelligence AI : AI supports B2B sales teams by providing actionable insights and automating repetitive tasks. Sales intelligence tools like Gong and Chorus use AI to analyze sales calls, identify best practices, and coach reps to improve performance.

Leverage these AI tools to streamline your efforts, personalize your approach, and drive better results. Choose the right tools for your specific needs and integrate them seamlessly into your overall marketing strategy.

Software Solutions

Let's dive into some software solutions designed to turbocharge your B2B marketing efforts:

• Customer Relationship Management (CRM) software: Think Salesforce, HubSpot, and Zoho. These platforms help you manage customer interactions, track leads, and analyze data to fine-tune your marketing and sales strategies. It's like having a super-organized personal assistant who never forgets a detail.
• Marketing Automation software: Tools like Marketo, Pardot, and ActiveCampaign take over the repetitive stuff—email campaigns, social media posting, lead nurturing—so you can focus on the big picture. It's like having a robot butler who handles all the mundane tasks with precision.
• Content Management Systems (CMS): Platforms such as WordPress, Drupal, and Shopify let you create, manage, and publish digital content without needing a degree in computer science. Whether it's a blog, website, or e-commerce store, these tools make it as easy as pie.
• Analytics and Reporting software: Google Analytics, Mixpanel, and Kissmetrics are your go-to for understanding website traffic, user behavior, and campaign performance. They turn data into actionable insights, so you can make decisions based on facts, not hunches.
• AI for Sales : AI-powered sales tools are game-changers. They automate and optimize lead generation, qualification, and sales forecasting using machine learning algorithms. It's like having a crystal ball that helps you predict and improve sales performance.

Leverage these tools to streamline your marketing efforts, gain valuable insights, and drive stellar results.

Frequently Asked Questions (FAQs)

What’s the difference between b2b and b2c digital marketing.

B2B digital marketing is all about building relationships with other businesses, while B2C digital marketing targets individual consumers. Think of B2B as a marathon with longer sales cycles, higher price points, and more complex decision-making processes compared to the sprint of B2C.

How can I measure the success of my B2B digital marketing efforts?

Key performance indicators (KPIs) for B2B digital marketing include website traffic, lead generation, conversion rates, customer acquisition costs, and customer lifetime value. Analytics tools are your best friends here—track these metrics and tweak your strategies like a maestro fine-tuning a symphony.

What types of content work best for B2B digital marketing?

Effective B2B content includes whitepapers, case studies, webinars, industry reports, and thought leadership articles. These gems demonstrate your expertise and provide value to your target audience. Focus on content that addresses the specific challenges and needs of your B2B customers, and you'll be their go-to guru.

How can I generate high-quality leads through B2B digital marketing?

To generate high-quality leads, create targeted content, optimize your website for search engines, leverage social media, and use paid advertising to reach your ideal customers. Offer valuable resources, such as e-books or webinars, in exchange for contact information to build your lead database. It's like fishing with the juiciest bait.

What role does AI play in B2B digital marketing?

AI can automate and optimize various aspects of B2B digital marketing, such as lead scoring, personalization, content creation, and ad targeting. AI-powered tools can analyze mountains of data to provide insights and recommendations for improving your marketing strategies. Think of AI as your tireless, data-crunching sidekick.

How often should I update my B2B digital marketing strategy?

Review and update your B2B digital marketing strategy regularly, at least every quarter. This ensures it aligns with your business goals and adapts to changes in the market or customer behavior. Continuously monitor your KPIs and make data-driven decisions to keep your strategy as fresh as a morning cup of coffee.

Final Thoughts

In this comprehensive guide, we've delved into the essential aspects of B2B digital marketing, from grasping its significance to implementing effective strategies and leveraging cutting-edge tools. We’ve dissected the key components of a successful B2B digital marketing plan, including content marketing, email marketing, social media marketing, SEO, and PPC.

Develop a well-structured strategy, follow best practices, and avoid common mistakes to elevate your B2B digital marketing efforts and drive meaningful results for your business. Continuously monitor, analyze, and optimize your campaigns to stay ahead of the competition and adapt to the ever-changing digital landscape.

To further enhance your B2B digital marketing efforts, leverage the power of AI with Copy.ai's GTM AI Platform . This innovative solution can help you automate and optimize various aspects of your marketing strategy, from content creation to lead generation, enabling you to save time, resources, and achieve better results.

Take the first step towards mastering B2B digital marketing by implementing the strategies and best practices outlined in this guide. If you have any questions or need further assistance, reach out to our team of experts. Start your journey to B2B digital marketing success today!

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