Focus SEO on Your Ideal B2B Audience
Categorized in: B2B Digital Marketing, SEO
It’s true that SEO is used to improve organic traffic coming to your website, but what does this really mean? Well, there’s a lot more that goes into an SEO program than it first appears. One detail that people often miss is the fact that you need to have your ideal audience in mind as you work your SEO program, otherwise your SEO might not be as effective as it could be. Here’s a look at how to best put this to action.
Discover Your Ideal Audience
Before you even start working on your SEO, you need to define what your ideal audience actually is. There are some details you need to understand:
- Industry – Which industry or industries are you targeting with your product or service?
- Company Size – What types of businesses are you targeting? What is their size (small, mid-size, enterprise, etc)
- Decision Makers – Who are the key decision makers in your industry?
- Pain Points – What are the pain points of your ideal B2B customers?
This isn’t a comprehensive list, but it’s enough to get you started. Each business will have a different target audience. Just remember that it is important to be as thorough as possible when defining yours.
Think About Keywords Carefully
These days, the search algorithms will penalize you for stuffing your content with keywords. Not only that, but if you do this, you’re writing for the search engines and not your audience. Your priority should always be your audience. Think of keywords as a beacon that can help attract your audience, but they should never be worked into your content on purpose.
That being said, it is helpful to perform keyword research. Your goal is to find a good list of industry-specific keywords. However, remember that if your website content matches the intent of the page, it will naturally contain keywords. All the search engines need to do is understand what your page is about. Then, your pages will be returned for relevant searches.
There is, of course, a lot more to it than this, but the point remains – you should always be careful with how you work with keywords these days. Pleasing your audience has to be the number one priority.
Get to Know the Buyer’s Journey
One thing that will do both your content marketing strategy and SEO a lot of favors is understanding the buyer’s journey. From there, you can create content to support each stage of this journey and help the prospect move through the different phases. This is also a great tactic for SEO because it means that you have more chances for your website to be found in search results, no matter what stage of the buyer’s journey the person is.
Phases to consider when creating content include Awareness, which is for early-stage, information queries, Consideration, which is for people who are starting to consider your company, and Decision, which is for people who are about to make a decision. This is information that your audience responses well too.
As you can see, your B2B audience is an important piece of the puzzle when it comes to your SEO. After all, everything you do on your website should be done to connect with your audience.
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