Marketing to businesses in technology industries often involves complex buying cycles and multiple buyer personas. One way to present your company’s offer to this buying team is to rank well in Google’s organic search results. You’d need to know all about their intent and absolutely nail your search results for these topics they care about most. Only then you have a good chance of actually attracting more – and the right kind of – traffic. The kind that converts into quality leads that can be followed up by your sales team.

We feel you. Your company sells, let’s say, supply chain optimization software. Or industrial coatings for that matter. Worldwide, to a wide range of complex industries and all of your content is available in seven different languages. Your products and services are considered by at least five to ten buyer personas, ranging from key users to influencers and a small team of final decision makers. Your corporate HQ has control over your site’s architecture, UX design and sprint planning. Search volumes for your brand and value propositions are low, but deal sizes are huge. And now it’s your job to make sure your website’s organic traffic grows 10% YoY. That’s tough! Sheer impossible? Never. With more than 10 years’ experience in SEO for B2B, we speak fluently ‘tech’. Just like your target audience.

No matter what your goals are, SEO should be part of your B2B marketing mix. It can help you to increase awareness for your products or services, get you quality traffic to landing pages and – as a result of all that – generate quality leads for your sales team to review and follow up on.

1. B2B SEO strategy
   SEO can be one of your best performing marketing channels in terms of benefit-cost ratio, but you’ll need a solid SEO strategy for this to happen. Together with you and your team we define – or optimize – your SEO strategy. This plan of ‘where to play’ is based on all sorts of internal and external insights. Think of lead generation goals, competitor research, industry trends, your value propositions’ core strengths, upcoming NPIs, buyer personas and buyer journey insights, your resources, (technical) limitations and much more. The end result is a roadmap for the next 6 months that provides a clear direction and measurable goals.
2. SEO for B2B tactics and planning
   How to win? We need to make sure everything we decided on can be executed as well. KPIs and other relevant SEO metrics need to be tracked correctly and in full, using whatever analytics platform and SEO tool stack you are using. Generating insights for search engine optimization should be straightforward and quick, which means we will spend some time on getting your dashboards, reports and insights meetings just right. New tools or integrations might be required. Ways of working, planning documents and priorities are reviewed in weekly (sprint) meetings. Failing to plan is planning to fail, right? We’re good to go!
3. Executing SEO for B2B
   Now it’s time to get our hands dirty. Technical SEO, content and authority building are the three pillars of SEO we will be working on. We need to improve your website’s indexation, content and user experience and domain authority by smartly working our way from low effort, big gain improvements to more difficult and long-term gains. The easy stuff will only get you so far. Content creation and content marketing programs can be difficult to build or optimized because of their complexity, but this is where we can boost your traffic. Content still is king and – when done right – the best way forward to increased domain authority. Whatever it is we think is worth pursuing, we will be spending a lot of energy on measuring KPIs, understanding the story behind those numbers, test and optimize. Positions, traffic and leads will increase. So let’s repeat.

Want to have one of our SEO experts on your team for a day or two per week? Or work with our digital team remotely, on a specific project? Either way, our experienced SEO professionals are ready to go the extra mile for you. And we’re fun to work with, people say. Curious about our approach, use cases or just want to discuss your challenge in detail and in person?