SEO for B2B Business

This blog is authored by Jyothi Veed, our SEO Content Strategist.


What is B2B SEO?

B2B SEO is a strategy for B2B models that aims at optimizing a business website to make it easily discoverable for searchers of all intents. The goal of B2B SEO is to keep attracting as much organic traffic to the business website as possible.

Why focusing on SEO for your business website is crucial?

If you own a business and want to remain competitive in the market, you will need to change your online presence to be more accessible, valuable, and visible to your buyers. One essential method for doing that is concentrating on SEO for your business website.

How is B2B SEO Different Than B2C SEO

B2B (business-to-business) SEO is the process of optimizing a business website for it to be found when other businesses are searching for a product or service it offers. B2B involves selling products and services to other businesses and involves multiple decision-makers.

B2C (business-to-consumer) SEO is the process of optimizing a business website for it to be found when prospects or potential customers are searching for a product or service it offers.

B2B Conversion Funnel - The Path to Conversion

A B2B customer spends more time researching various online offerings to find the right solution for their company. After identifying the benefits of the solution, a company is offering, they will then look for reviews/references and take a deep dive into the company’s reputation.




The content strategy for each funnel is different

As a user’s intent on each funnel is different, it’s equally important to create and optimize content that matches the intent. Here is a summary of what usually works well for B2B.

  • Awareness stage: Blog content
  • Interest stage: Research, white papers, case studies
  • Intent: Landing pages
  • Action: Product pages
  • Loyalty: Service pages

At each stage, consider investing in images and videos.


B2B SEO Strategy - The Building Blocks of B2B SEO Strategy

Now that we understand a bit about B2B SEO and the funnel, here is our summary of B2B SEO strategies that work well to optimize users at each funnel.


  • Keyword Research

The keyword research for B2B is slightly different than that for B2B as you are also looking at the keyword for all stages for the funnel. This is because your content strategy will be different for each funnel. In your keyword research, consider adding the following attributes:

  • Do not ignore keywords with low volumes
  • Also look for seasonal keyword
  • Local keywords are critical
  • High CPC keywords


  • Invest in content for each stage in the b2b funnel

Consider investing in a blog, e-mail newsletters, product demo videos, long articles (in the form of e-books, case studies, and white papers), infographics, webinars, and podcasts


  • Use Google's E-A-T Methodology

E-A-T stands for Expertise (the expertise of the business), Authoritativeness (the authoritativeness of the website and the company), and Trustworthiness (the trustworthiness of the content published), which are incredibly important to achieve a good search engine ranking.


  • Optimize Knowledge Graph & Google My Business Profile

A knowledge panel (as shown below) gives a whole new recognition to the brand and hence investing in attributes that drive the appearance of this panel is incredibly important. These are: Google My Business listings, Contact Us and About Us page and Wikipedia Content.




  • Invest in a Heatmap software

A B2B user journey is very different and investing in a heatmap tool helps understand all the roadblocks that the users are facing. This helps improves user navigation.  Combining your heatmaps with insights from other tools like Google Analytics will form a complete image of how your prospects behave on your landing page after landing on your website from the search engine results pages.


SEO can be very nuanced, and if you are not familiar with the different concepts and tactics, then implementing a successful B2B SEO strategy can be a challenge. If you’re struggling with your B2B SEO strategy, then it may be time to rebuild it entirely.

Not quite sure where to begin? Get in touch with us at hello@iProspect.com