The best practices for optimizing your B2B website: search engine marketing


Online presence is vital to building brand awareness and expansion. Search engine optimization (SEO) is nowadays a requirement in B2B businesses’ marketing strategies. The amount of business executives who are aware of the importance of website optimization is increasing by the day, as the failure to make a move in this regard could result in a gradual demotion from positions.

Therefore, the promotion of B2B on search results is essential. The problem with B2B SEO is that there aren’t many experts in the field. B2C SEOs can’t always convert effectively and go into detail about businesses, which can negatively impact B2B conversions. That’s why we’ve compiled a guide article on how to increase B2B online visibility.

Differential optimizations The B2B vs.B2C

B2B and B2C websites have distinct SEO requirements for search engines. This is true for the manufacturing industry, in particular.

Different employees from third-party companies can access the website’s content. It is important to know that website content will most likely be viewed by engineers, procurement professionals, and CEOs when creating an SEO strategy. Your content should be easy to understand and relevant for everyone who visits your website.

Here, facts prevail over emotions. B2C business within the marketing strategy concentrates on the emotions of every individual customer. Consumers’ decision to purchase a B2C product is usually influenced by their emotions. B2B marketing does not rest on a purely emotional method. Customers expect to read solid content based on figures and facts, backed up by advantages over competitors.

This is the reason why keywords with lower frequency are used. The scope of industrial firms is often field-specific. Therefore, the keywords used in the manufacturing field have a low volume but are of high value. The majority of users do not search for the products you make, but those who search are all wholesalers. Every customer who visits your website has a much higher value than the most popular keywords. So, choosing keywords to use for B2B promotion must take more time.

It is not possible to change your mind immediately. Manufacturing companies take longer to make their decisions. After optimization, you shouldn’t expect significant growth in conversions on B2B websites.

B2B websites must be able to demonstrate to search engines and users that they are experts in their field. This can be resolved through the development of commercial (an explanation of the process and the results) as well as service pages (information about the business, the company, cases, etc.). The information section is designed to draw the attention of the user, and then lead him/her to eventually order the service.

SEO promotion for a manufacturing website is as intricate as other websites.

  • On-page optimization focuses on pages’ content, keyword selection, text writing, and meta tags.
  • Off-page optimization is the process of getting more visitors from outside. Link building is usually referred to as off-page optimization. Remember to use tools like Linkbox to manage your backlinks.
  • A technical audit of websites is designed to identify the causes that can hinder swift and secure access to the website. Experts review the mobile and desktop versions, page loading speeds as well as the presence of XML sitemap, broken pages, etc.

If your business is located in a certain area, you might want to consider creating a profile in Google My Business. That means that the search engine will present the company according to the location of its business.

Optimization of B2B companies’ websites

Promoting is often about reaching common goals. However, the application of the same tools may be different depending on the particulars of your business.

Manufacturing companies must be concerned about the diversity of their web content. This is the way to go:

  • It is time-consuming to search for keywords. The better the number of relevant keywords you are able to find (especially those with a low frequency), the more useful.
  • Be aware when picking topics. Find topics for pages in various locations. Similar Queries is a Google element that is shown on the search results’ first page. It provides information about the most popular queries that relate to the subject.
  • Understanding the motives of your user. Adverts are usually at the top of the list. But just because advertisements are displayed does not suggest that conversions will occur for this keyword.

By clicking on any query, the user gets a concise answer, as well as a link back to the website. Based on queries from users, you can expand the topics for content on your website.

Google will judge your website as reliable and trustworthy If it’s part of the Similar queries block. Google does not reveal a method to enter this block. The Similar query section can contain pages that are in the answers block. It is a zero snippet, which appears in the results of simple queries.

Another way to find subjects is using Google Trends. The tool was designed to let you compare the popularity of similar searches and reveal the pattern of topics’ popularity. In addition, the tool shows a map of the targeted country and shows the amount of interest for each region. Google Trends also has a Similar queries block.

Information: Only those pages that are listed at the top of the results can be included in the block. Pages must be optimized for specific queries. The text on the page should be one paragraph (up to 50 words) and a short response to the question. If the query begins with the words “What is SEO?”, the paragraph should provide the following definition: SEO is… If the query is a How to …?, it’s better to briefly describe the main steps and mark them with titles h2, h3, h4.

How do you effectively promote a B2B website?

Specific to the field

You must maintain an appropriate balance between professional terminology and the queries used by the target group. Experts sometimes use simple words in their search engine, instead of using more specific terms.

Structure and function of the site

A website for a manufacturing business is made up of many pages. This lets you increase the number of visitors to your site. It is important to gather precise semantics. This includes the smallest frequency queries, even zero. The structure we create is based on the core cluster. Include pages for categories, products, services as well as information pages.

Your website should be simple to navigate and provide information about the company, principal services, as well as its products. It is possible to include a few reviews or logos of the most important customers.

You can use alternative methods of communication other than email and phone – you can install an application, a messenger, or a feedback form. If you create product cards, make sure to include a complete description, code numbers, specifications, and video reviews.


Standard strategies for increasing inbound links to a website aren’t enough. SEO and marketing experts must work together to tackle this. What other methods could be utilized to boost inbound links, besides the usual ones?

Use the links provided by Wikipedia

Find out which Wikipedia articles are the most popular for the same query as your blog’s page. If your blog’s content isn’t available on Wikipedia Then you’re in luck! Copy the URL and then wait for confirmation.

Be aware that Wikipedia links are marked as nofollow. But even so, the search engine accepts their importance and they bring an additional amount of traffic.

Get in touch with directors of conferences

Major event organizers compile a list, which is published online and printed in brochures. The inclusion in the lists is generally not a cost, but you could select the premium membership option and get to the top of the list of companies. It is not required to be a part of the show.

Professional journals, both online and offline, are great places to publish articles. In this way, you will increase your visibility, create the image of being an authority in your niche, and attract traffic.

Long sales cycles

Manufacturing companies are subject to a lengthy decision-making process. Finding an appropriate contractor to perform the necessary part and concluding an agreement can take a long time. Be sure to pay careful attention to your introduction to your business as well as the concise description of products and services, as well as the blog.

Concentrate your entire marketing strategy on building brand awareness.


  • It is possible that you will need to employ non-standard link-building tools and participate actively in forums, conferences exhibitions, and offline workshops.
  • SEO optimization in the industrial field takes a long time.
  • When building an SEO strategy for industrial businesses You should take into consideration the specifics of the business.
  • Be an expert in your field and continually increase brand awareness.
  • Traffic to B2B websites does not surge dramatically soon after the website is up. But, if you want visitors to your website to increase slowly and leads to be generated it’s essential to make sure that both process managers and specialists have access to your site’s information.