b2b vs b2c

The digital landscape is changing at a breakneck pace, requiring brands to adapt and pivot just to keep up. Beating the competition takes some serious strategy, with search engine optimization needed to send your B2B (business-to-business) website to the front of the pack. This comprehensive how-to guide can help, so check it out!

Key Takeaways

  • B2B’s target audience is business-to-business while B2C is business-to-consumer.
  • B2B SEO involves having valuable keywords, high quality content and other basic optimization standards performed.
  • Knowing your target audience and tending their their specific wants & needs is the first step in executing an effective B2B SEO strategy.


What is B2B SEO?


B2B search engine optimization (SEO) is a tried-and-true marketing strategy used to improve your ranking in search engine results. Effective B2B SEO uses relevant keywords to help one business reach another unlike B2C (business-to-consumer) where you are targeting direct consumers.





  • Prioritizes low volume keywords.
  • Keywords often have high cost per click (CPC).
  • Content targets leaders and decision-makers (owners, GMs, etc.).
  • Social media marketing often a low priority.
  • Content takes a more tactical approach.



  • Focuses on high volume keywords.
  • Keywords often have low cost per click (CPC).
  • Content crafted to appeal to a board audience (ex: first-time parents, seniors, etc.).
  • Social media marketing often a high priority.
  • Content engages emotions.


Understanding the B2B SEO Landscape

B2B transactions differ from those that are direct-to-consumer, often involving longer sales cycles. A smaller target audience requires a careful approach to ensure the keywords used are relevant. As a general rule of thumb, think quality over quantity!


Unveiling High-Quality Keyword Research

There’s no denying that keywords serve as the solid foundation of any effective SEO campaign. That’s why determining which keywords resonate well with your target B2B audience is the first step. Once you’ve identified the right keywords, it’s time to align them with your business’s offerings.

The Power of High-Quality Content

A business can’t become an industry authority without great content to its name. While some brands favor click-bait to lure users to their site, B2B marketing requires insightful content that not only engages but adds value.

Harnessing the Power of Backlinks

“Quality over quantity” remains the approach for backlinks too. Here at M2, our marketing specialists recommend collaborating with authoritative websites to secure a trustworthy backlink – and boost your ranking on search engine results!

Technical SEO Excellence

Be sure that your site’s structure appeals to your audience, functions responsively, and loads quickly – on mobile too! A well-thought-out, organized sitemap can help optimize content and improve user experience.

Captivating Visual Content

Complicated themes and ideas often benefit from visual explanation. Incorporating charts, diagrams, and infographics will not only appeal to your website’s visitors but encourage backlinks from your industry’s top dogs. Video content is even more helpful, boasting proven results!

Voice Search Are Conversations Redefined

The rising popularity of voice-activated devices and digital personal assistants has forever changed the way people find information. Modern B2B marketers have embraced voice search optimization to stay current, often formatting content in a simple question-answer style.

Embracing Data-Driven Strategies

Google Analytics and Search Console, along with other available analysis tools, provide helpful insight into a campaign’s success. Tracking a user’s behavior using metrics like click-through rates, bounce rates, and conversions can inform your marketing strategy moving forward.

Establishing Thought Leadership

Establishing credibility is key in B2B marketing, so be sure that your audience views your brand as a leader in the industry. A high-ranking website not only makes your business easier to find but assures visitors that it’s an authority they can trust.

Nurturing a Seamless User Experience

While its frequent use makes “user experience” seem like a bit of a buzzword, UX is so much more than a trendy term. It encompasses many factors, like ease of navigation, content value, quality of calls-to-action. The more seamless the user experience, the better your odds of SEO success.


5 Steps for an Effective B2B SEO Strategy


Our marketing specialists employ the following B2B SEO strategy to score big results for our clients:


Step #1: Define your target audience and create content just for them.

Step #2: Stand out with low volume keywords, taking advantage of the few competitors.

Step #3: Optimize your product and service pages by creating unique content and strategically utilizing keywords.

Step #4: Create content that informs and engages, like how-to guides, lists, and more.

Step #5: Build backlinks through guest posting, posting shareable content, outreach, and more.


B2B SEO Is Still Important for Any Business Marketing Strategy

The most successful SEO marketers understand that it’s not a “one-and-done” solution. Optimization involves close and careful monitoring that reveals what works and what doesn’t. While the strategies above are general, they can be customized for your industry, and your business specifically.


Ready to get started? Motivated Marketing can help! Contact us today to add B2B SEO to your marketing strategy.


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