Our B2B SEO Clients
B2B SEO: How it Works
How B2B SEO Generates Leads
B2B companies tend toward long sales cycles and complex products and services, both of which require multiple points of interaction throughout the sales funnel. An SEO campaign based on a Hub & Spoke model will naturally target longtail keywords searched by decision makers at every stage of the funnel.
Matching those keywords to the right content is based on each keyword’s transactionality. The most transactional keywords (those with the most low-funnel searchers) will be best served by conversion-focused landing pages, while more research oriented keywords will be better served by informational blog posts. Having satisfying content for every visitor keeps you top-of-mind when businesses are looking for a new partner or product, making this combination of SEO and content marketing one of the best B2B lead generation strategies in nearly every industry.
Understanding Google’s Algorithm and Search Intent
Google’s Algorithm has a simple goal: connecting searchers with the best piece of content for their query. From their initial algorithm that relied on link quantity, assuming that people would link only to valuable content, to their recent increased emphasis on high quality content and engagement, we’ve seen this reflected in every update they’ve made.
That’s what makes understanding search intent so important. It lays the groundwork for creating content that is truly perfect for each keyword, satisfying both Google and searchers.
High Quality B2B Content
Creating the perfect page for every valuable keyword is easier said than done. It requires that you:
- Know exactly what question the searcher is implicitly trying to answer, or what pain point they’re trying to solve; and
- Write with the expertise and authority to quickly convey to a searcher that your business has the best answer to their question or solution to their problem.
In other words, it means creating thought leadership. This is why we’ve embraced the model of hiring a new expert for every campaign. Working with experts allows our writers to understand your brand, product, and industry on a level few other vendors do, while our editors ensure that the content is skimmable, SEO-friendly, and engaging.
The Details: Technical SEO
B2B SEO also entails back-end updates to ensure your site is in excellent standing with Google. This includes optimizations to:
- Page speed
- Mobile responsiveness
- Website architecture
- Meta title tags
- Structured data
- UX design
These updates help Google understand what your site is about, which keywords you should be ranking for, and result in a better experience for your visitors.
B2B Companies Have Partnered With Us To Create:
- A white paper on the way customer service software is being used by mid-sized to enterprise level consumer-facing businesses
- An article series providing a comparison of clinical trial management software on the basis of features, pricing, and user friendliness
- A quarterly cybersecurity report, analyzing major attacks, vulnerabilities, and the most important new developments that systems administrators should be aware of
- A pillar page with supporting content on software localization targeted at middle market and large businesses with international websites
- Capabilities landing pages that showcase each of the services, tools, and methodologies used at manufacturing plants, such as CNC manufacturing and injection molding
B2B SEO Case Study: Cadence Design Systems
We worked closely with Cadence Design Systems, an enterprise-level electronics design automation (EDA) software provider. They initially reached out to us in order to engage with design engineers through a thought leadership-driven SEO campaign.
Over the first two years of our campaign, we built and executed on a custom SEO strategy that focused on capturing the electronics design search space, leading to a 934% increase in total keyword rankings. Our campaign also reducing Cadence’s monthly cost-per-conversion; and resulted in record numbers of new subscribers, free trial requests, and user signups. You can read the full case study below.
Learn More About B2B SEO
If you’re interested in learning more about B2B SEO,, we’ve compiled some of our recent articles on the subject: