Post by Cara Hebert, SEO Analyst
With SEO’s ability to generate a high quantity and quality of consumers, it’s no surprise that more and more business-to-business (B2B) companies are starting to heavily invest in their SEO and performance content strategies. SEO not only helps attract new customers, but it also unveils the current customer base to give companies a better understanding of their consumers.
Creating strategically optimized content is crucial for driving more leads, yet, many B2B companies are making easy mistakes and losing out on the full potential of high performing content. Check out these five common SEO blunders and learn how to avoid them:
1. Writing for the PR Team
It’s very common for B2B sites to try to differentiate themselves from competitors by using clever product names or categories. However, this isn’t what users are searching for. Especially in the technology field, companies tend to focus on product specifications or nomenclature. While these references may make sense within the company, that doesn’t always translate to the consumer. Make sure that when doing keyword research, the results are taken into account at all stages of product development. Try brainstorming product titles first based on customer needs and solutions.
2. Storing Content in PDFs
PDFs generally contain a lot of useful information that customers want to see, however, search engines will rarely show them. Yes, it is possible for PDFs to be ranked by search engines; however, it’s not easy and it certainly won’t compete with pages written in HTML. Instead of locking all of this valuable information away, write a description or even rewrite the first paragraph and create a bulleted checklist to turn into body copy on your PDF’s landing page (or on a separate blog post). This will help search engines index your content more easily and create an engaging landing page for customers.
3. Being a Content Minimalist
While many B2B companies understand the importance of SEO and content optimization, they sometimes fail to grasp just how much content is needed for success. Often, companies will write one article or blog post on a topic and consider their work done. Or, even worse, will put strict character or word count limits on pages in order to keep the uniformity between sections. Search engines are more than just dumb robots; they’re specifically focused on user intent. If your copy is outdated, or if there’s not enough copy to determine what the page is really about, then search engines will direct users to sites that are better equipped. In order to keep users coming to your site, companies must be constantly writing to stay up-to-date and to position themselves as thought leaders in the minds of both customers and search engines.
4. Gating Content so that it is Unfindable
There’s a lot of justifiable reasons to gate specific content. After all, companies spend a lot of money researching and writing whitepapers; so why would they want to give it away for free? But here’s an important question: How are people going to pay for your whitepaper if they can’t find the page to begin with? There are a lot of benefits to sharing your information and resources; however, the main one is search engines being able to index your content. If your content is filed away behind forms and paywalls, then search engines won’t be able to find it and therefore won’t rank you for relevant queries. Similar to PDFs, try writing a minimum of 300-word description of your content in order to give consumers and search engines a better understanding of what lies beneath.
5. Tailoring Content to Only One Buyer
When working in B2B, it’s important to remember that there are going to be multiple people involved in the final buying decision of your product. The CIO, CFO and CEO are all going to come to their decision using very different factors so it’s important to address all personas in your content. From business decision makers to technical decision makers, your content should be appealing to all.
To learn more about creating searchable B2B content, please contact your performance account team today.