A Complete Guide to B2B SEO

SEO, Legal & Law Firms

SEO is critical for any business that wants to be visible online, but the strategies and best practices for SEO can vary between B2B and B2C companies. Both have unique challenges, and it’s important to understand the differences to create an effective SEO strategy for your business.

B2B companies typically focus on long-term campaigns that target more specific keywords. 

Their customers often make higher-value purchases and require more detailed research. 

They also tend to put more emphasis on building relationships with industry leaders and influencers to strengthen their credibility.

This article will cover some basics of a successful B2B SEO strategy, from keyword research to content optimization. 

By the end of this guide, you’ll be able to get started on your own SEO strategy that will impact your business’s online presence.

B2B SEO: What Makes It Stand Out?

A B2B SEO campaign entails developing a search engine optimization strategy appropriate for companies that want to sell directly to other companies. 

Typical SEO campaigns focus on increasing visibility to reach individual consumers, whereas B2B SEO requires a more specialized approach to reach the necessary decision makers at an organization.

The goal is to create content and campaigns tailored for your audience.

When developing your B2B SEO strategy, there are several key components you should consider, such as: 

  •  Keyword research
  • Competitor analysis 
  • Market research
  •  Content optimization
  •  Link building
  •  Social media optimization
  •  Analytics

You’ll be dealing directly with other business professionals, which is more nuanced than consumer SEO. You’ll have to find the right balance between targeting more exact keywords and phrases that apply to your niche while also making your content accessible. 

Additionally, your content should be professional and convey a sense of authority, but not so technical as to turn away potential customers.

Hiring an SEO team who truly understands your profession and can write SEO optimized content that speaks to your audience while remaining on brand can be tough. Agencies like Single Origin take on the role of a Fractional CMO, meaning we act as an internal marketing team, intimately understanding your business, its goals and KPIs, and treating your business as if it were our own.

A diagram showing the three parts of B2B SEO — Planning, Targeting & Measuring.

About Conversion Rates In B2B SEO

Unlike B2C marketing, you don’t need high-volume traffic in B2B marketing; you simply need the right traffic.

Focus on attracting relevant site visitors that have specific needs that your offering can solve. This requires research into competitors’ strategies and a deep understanding of both your target audience and the industry as a whole. 

Focusing on niche topics and showing why your product solves their problems will put you in good standing with other companies and contribute to your success.

To create an effective approach, begin by finding out precisely who your target audience is. Consider factors such as age, gender, location, income level, education, interests, values, and lifestyle. 

Identify their motivations, desires, and aspirations. How can you connect emotionally with your target audience? Craft your marketing messages and brand story in a way that establishes a meaningful connection with your target audience.

Doing research into relevant keywords and then producing content tailored for these people will put you well on the way toward achieving significant results. Plan for the long term and don’t expect immediate conversions.

Get a Free Website Performance Audit

Find out how your website stacks up with our complimentary website grading tool. Simply enter your website and email and see the areas of your website that need the most help – Performance, SEO, and Usability included.

Fine Tune Your Sales Funnel

B2B marketing is in the big leagues. The companies you’re selling to have experience in dealing with vendors, so you need to ensure that your sales process is as efficient as possible. Try to create a sales process that streamlines incoming inquiries and leads. This should include:

  • Have a CRM system in place
  • Setting expectations for response times
  • Have collateral that positions your company as an authority
  • Providing consistent follow-up support

These components will ensure smoother transactions and higher customer satisfaction. And to increase the funnel’s effectiveness, consider adding automated marketing tools such as chatbots or advanced tracking software. Single Origin often uses these to help our clients streamline the process and increase their conversion rates.

Track Everything

Without adequate and consistent tracking, you won’t know how your strategy is performing. Keep a close eye on metrics such as organic traffic, keyword rankings, backlinks, and social media trends. 

You can create graphs of your content rankings on Google over some time to determine if there are any noticeable trends. That can help you identify potential issues with your website and make necessary adjustments to your SEO plans.

You can also use keyword-tracking tools to monitor your progress with one of the many platforms available online. By monitoring the changes in rankings for targeted keywords, you’ll be able to adjust your strategy as needed and keep from falling behind. 

Moreover, tracking website analytics data such as page views and time spent on pages will give you a better understanding of how users interact with your content so that you can make tweaks where necessary.

Don’t Lose Focus

For B2B companies to successfully convert leads into customers, they need to build trust with each potential customer. Companies should create personalized experiences for each customer by understanding their needs and pain points. Furthermore, provide clear pricing information that reassures your customers of your integrity and professionalism.

Schedule a Complimentary Consultation

Are you, or your team, looking for ways to improve your website, digital marketing, and overall ROI from paid channels? Single Origin provides complimentary consultations to help your team understand areas of improvement. Schedule yours now!

Capturing B2B Leads

At the top of the sales funnel, you’ll find potential customers with at least some interest in your product but who haven’t committed to buying something yet. 

These prospects may not be profitable today, but they could be tomorrow, meaning it’s your job to capture their interest. Ask yourself: What keeps them coming back for more?

The answer is excellent and valuable content marketing. To engage potential customers and help them take action, create educational and informative content. 

Crafting blog posts, ebooks, and email campaigns with pertinent industry knowledge can boost your brand’s authority in the market. In addition, advertising allows you to hone in on specific audiences with relevant messages so that they are more likely to respond positively.

This is called lead nurturing. You want to create content specifically tailored to potential customers’ needs so that they are more likely to move further down the sales funnel. 

Everything from personalized emails to specialized sales offers, and video tutorials are valuable parts of a strong lead-nurturing strategy. This is especially important in the B2B space, where you’re not expecting to make a sale immediately.

Target Low-Volume Keywords and Improve Your Thought Leadership

There’s a niche for everybody — even within already built-up niches that seem occupied. No one can ever fully explore even the most mundane specialty, so there’s always room for iteration, innovation, or just looking at things from a new angle. 

Targeting high-volume keyboards in B2B marketing won’t get you very far, so focus on low-volume keywords with higher individual engagement.

Think about what topics are the most relevant to your products and services, and craft content that’s adapted to those topics. Show potential customers that you understand their problems and offer solutions. 

Building thought-leadership pieces into your content marketing plan is a great way to show your industry knowledge and help people find unbiased answers. 

Not every educational content needs to be tied directly to your products. Just make sure it’s relevant and exciting. Your B2B customers have valuable information, so give them something they can use.

Get Started With Your B2B SEO Marketing Today

B2B SEO is a complex and ever-evolving process that requires constant attention to detail. It’s important to understand the nuances of the main search engines, as they all have different algorithms for determining ranking positions. Invest time into creating quality content for your specific audience instead of relying too heavily on keyword optimization.

By working with a company like Single Origin Media, you can prioritize the areas of your B2B SEO that need the most attention. We can help you track your success, measure ROI, and develop a content strategy that drives more sales for your business. Get in touch with us today to learn more about our services.

FAQ

SEO, or search engine optimization, is simply the act of refining your online presence to appear higher in the search results pages. It’s a vital part of online marketing for law firms. Inadequate SEO is one of the chief causes of poor sales performance. 

No matter how skilled your legal services are, clients need to find you to benefit from those services. Superior SEO can be as much of a service to your future clients as it is to you.

Absolutely. Legal practices rank on their authority and reputation in the legal space. SEO for law firms places a heavy emphasis on providing first-rate legal content to establish the firm as a thought leader. It also stresses local search results, targeting clients in your immediate geographic area. 

While doing your own SEO is certainly possible, it requires an investment of time and other resources that law practices seldom have. This is a highly technical form of marketing that benefits from professional expertise, as well as knowledge of search engine infrastructure. 

Firms need clients. SEO marketing professionals can raise client awareness of your practice, helping them find and contact your services. They can optimize your website, as well as build authority through link building and other measures that elevate your search engine rankings.

Legal practices have several options for finding an SEO agency. They can research agencies and look for standout qualities, such as experience, past achievements, and other signposts. Contacting different SEO agencies directly to better understand the advantages of their approach can also prove helpful. 

Experience in the legal industry, as well as a proven track record of improving law firm websites, is a good place to start. Though there are plenty of SEO agencies, many of them have never worked with a legal practice and won’t know the unique ethical considerations that come into play. 

Besides prioritizing client confidentiality, law practices have to comply with government regulations about false statements and advertisements. They also have to either avoid or disclose conflicts of interest. 

Remember that a firm’s reputation for excellence is one of its key differentiators. 

Law firm marketing is a complex field. Most SEO agencies focus their attention on other industries and commercially based clients. Single Origin is a notable exception

Cost always depends on the size and scope of the project. While an exhaustive law firm SEO campaign can cost as much as $20,000 per month, these prices are negotiable and contingent. The best way to find out is by contacting a team of law firm SEO experts to discuss your project. 

SEO is critical for any business that wants to be visible online, but the strategies and best practices for SEO can vary between B2B and B2C companies. Both have unique challenges, and it’s important to understand the differences to create an effective SEO strategy for your business.

B2B companies typically focus on long-term campaigns that target more specific keywords. 

Their customers often make higher-value purchases and require more detailed research. 

They also tend to put more emphasis on building relationships with industry leaders and influencers to strengthen their credibility.

This article will cover some basics of a successful B2B SEO strategy, from keyword research to content optimization. 

By the end of this guide, you’ll be able to get started on your own SEO strategy that will impact your business’s online presence.

B2B SEO: What Makes It Stand Out?

A B2B SEO campaign entails developing a search engine optimization strategy appropriate for companies that want to sell directly to other companies. 

Typical SEO campaigns focus on increasing visibility to reach individual consumers, whereas B2B SEO requires a more specialized approach to reach the necessary decision makers at an organization.

The goal is to create content and campaigns tailored for your audience.

When developing your B2B SEO strategy, there are several key components you should consider, such as: 

  •  Keyword research
  • Competitor analysis 
  • Market research
  •  Content optimization
  •  Link building
  •  Social media optimization
  •  Analytics

You’ll be dealing directly with other business professionals, which is more nuanced than consumer SEO. You’ll have to find the right balance between targeting more exact keywords and phrases that apply to your niche while also making your content accessible. 

Additionally, your content should be professional and convey a sense of authority, but not so technical as to turn away potential customers.

Hiring an SEO team who truly understands your profession and can write SEO optimized content that speaks to your audience while remaining on brand can be tough. Agencies like Single Origin take on the role of a Fractional CMO, meaning we act as an internal marketing team, intimately understanding your business, its goals and KPIs, and treating your business as if it were our own.

A diagram showing the three parts of B2B SEO — Planning, Targeting & Measuring.

About Conversion Rates In B2B SEO

Unlike B2C marketing, you don’t need high-volume traffic in B2B marketing; you simply need the right traffic.

Focus on attracting relevant site visitors that have specific needs that your offering can solve. This requires research into competitors’ strategies and a deep understanding of both your target audience and the industry as a whole. 

Focusing on niche topics and showing why your product solves their problems will put you in good standing with other companies and contribute to your success.

To create an effective approach, begin by finding out precisely who your target audience is. Consider factors such as age, gender, location, income level, education, interests, values, and lifestyle. 

Identify their motivations, desires, and aspirations. How can you connect emotionally with your target audience? Craft your marketing messages and brand story in a way that establishes a meaningful connection with your target audience.

Doing research into relevant keywords and then producing content tailored for these people will put you well on the way toward achieving significant results. Plan for the long term and don’t expect immediate conversions.

Get a Free Website Performance Audit

Find out how your website stacks up with our complimentary website grading tool. Simply enter your website and email and see the areas of your website that need the most help – Performance, SEO, and Usability included.

Fine Tune Your Sales Funnel

B2B marketing is in the big leagues. The companies you’re selling to have experience in dealing with vendors, so you need to ensure that your sales process is as efficient as possible. Try to create a sales process that streamlines incoming inquiries and leads. This should include:

  • Have a CRM system in place
  • Setting expectations for response times
  • Have collateral that positions your company as an authority
  • Providing consistent follow-up support

These components will ensure smoother transactions and higher customer satisfaction. And to increase the funnel’s effectiveness, consider adding automated marketing tools such as chatbots or advanced tracking software. Single Origin often uses these to help our clients streamline the process and increase their conversion rates.

Track Everything

Without adequate and consistent tracking, you won’t know how your strategy is performing. Keep a close eye on metrics such as organic traffic, keyword rankings, backlinks, and social media trends. 

You can create graphs of your content rankings on Google over some time to determine if there are any noticeable trends. That can help you identify potential issues with your website and make necessary adjustments to your SEO plans.

You can also use keyword-tracking tools to monitor your progress with one of the many platforms available online. By monitoring the changes in rankings for targeted keywords, you’ll be able to adjust your strategy as needed and keep from falling behind. 

Moreover, tracking website analytics data such as page views and time spent on pages will give you a better understanding of how users interact with your content so that you can make tweaks where necessary.

Don’t Lose Focus

For B2B companies to successfully convert leads into customers, they need to build trust with each potential customer. Companies should create personalized experiences for each customer by understanding their needs and pain points. Furthermore, provide clear pricing information that reassures your customers of your integrity and professionalism.

Schedule a Complimentary Consultation

Are you, or your team, looking for ways to improve your website, digital marketing, and overall ROI from paid channels? Single Origin provides complimentary consultations to help your team understand areas of improvement. Schedule yours now!

Capturing B2B Leads

At the top of the sales funnel, you’ll find potential customers with at least some interest in your product but who haven’t committed to buying something yet. 

These prospects may not be profitable today, but they could be tomorrow, meaning it’s your job to capture their interest. Ask yourself: What keeps them coming back for more?

The answer is excellent and valuable content marketing. To engage potential customers and help them take action, create educational and informative content. 

Crafting blog posts, ebooks, and email campaigns with pertinent industry knowledge can boost your brand’s authority in the market. In addition, advertising allows you to hone in on specific audiences with relevant messages so that they are more likely to respond positively.

This is called lead nurturing. You want to create content specifically tailored to potential customers’ needs so that they are more likely to move further down the sales funnel. 

Everything from personalized emails to specialized sales offers, and video tutorials are valuable parts of a strong lead-nurturing strategy. This is especially important in the B2B space, where you’re not expecting to make a sale immediately.

Target Low-Volume Keywords and Improve Your Thought Leadership

There’s a niche for everybody — even within already built-up niches that seem occupied. No one can ever fully explore even the most mundane specialty, so there’s always room for iteration, innovation, or just looking at things from a new angle. 

Targeting high-volume keyboards in B2B marketing won’t get you very far, so focus on low-volume keywords with higher individual engagement.

Think about what topics are the most relevant to your products and services, and craft content that’s adapted to those topics. Show potential customers that you understand their problems and offer solutions. 

Building thought-leadership pieces into your content marketing plan is a great way to show your industry knowledge and help people find unbiased answers. 

Not every educational content needs to be tied directly to your products. Just make sure it’s relevant and exciting. Your B2B customers have valuable information, so give them something they can use.

Get Started With Your B2B SEO Marketing Today

B2B SEO is a complex and ever-evolving process that requires constant attention to detail. It’s important to understand the nuances of the main search engines, as they all have different algorithms for determining ranking positions. Invest time into creating quality content for your specific audience instead of relying too heavily on keyword optimization.

By working with a company like Single Origin Media, you can prioritize the areas of your B2B SEO that need the most attention. We can help you track your success, measure ROI, and develop a content strategy that drives more sales for your business. Get in touch with us today to learn more about our services.

FAQ

SEO, or search engine optimization, is simply the act of refining your online presence to appear higher in the search results pages. It’s a vital part of online marketing for law firms. Inadequate SEO is one of the chief causes of poor sales performance. 

No matter how skilled your legal services are, clients need to find you to benefit from those services. Superior SEO can be as much of a service to your future clients as it is to you.

Absolutely. Legal practices rank on their authority and reputation in the legal space. SEO for law firms places a heavy emphasis on providing first-rate legal content to establish the firm as a thought leader. It also stresses local search results, targeting clients in your immediate geographic area. 

While doing your own SEO is certainly possible, it requires an investment of time and other resources that law practices seldom have. This is a highly technical form of marketing that benefits from professional expertise, as well as knowledge of search engine infrastructure. 

Firms need clients. SEO marketing professionals can raise client awareness of your practice, helping them find and contact your services. They can optimize your website, as well as build authority through link building and other measures that elevate your search engine rankings.

Legal practices have several options for finding an SEO agency. They can research agencies and look for standout qualities, such as experience, past achievements, and other signposts. Contacting different SEO agencies directly to better understand the advantages of their approach can also prove helpful. 

Experience in the legal industry, as well as a proven track record of improving law firm websites, is a good place to start. Though there are plenty of SEO agencies, many of them have never worked with a legal practice and won’t know the unique ethical considerations that come into play. 

Besides prioritizing client confidentiality, law practices have to comply with government regulations about false statements and advertisements. They also have to either avoid or disclose conflicts of interest. 

Remember that a firm’s reputation for excellence is one of its key differentiators. 

Law firm marketing is a complex field. Most SEO agencies focus their attention on other industries and commercially based clients. Single Origin is a notable exception

Cost always depends on the size and scope of the project. While an exhaustive law firm SEO campaign can cost as much as $20,000 per month, these prices are negotiable and contingent. The best way to find out is by contacting a team of law firm SEO experts to discuss your project. 

Feeling Inspired? Let’s Talk.

Schedule a complimentary consultation about how Single Origin can help take your digital marketing to the next level.