B2B SEO strategy doesn’t need to be boring. In fact, with the added marketing muscle that a B2B enterprise delivers, being a B2B brand is an excellent opportunity to throw out the regular playbook and to instead go big and go bold.
Your B2B SEO Strategies Better Evolve, Or Your Results Definitely Will Not…
SEO evolves at a staggering pace. And while time-tested strategies like keyword research are still critical, you increasingly need to get creative with your B2B SEO efforts in order to climb the rankings and remain there over time. You can no longer assume that a well-optimized site and a blog is enough.
How can you take things to a new level? Those who are willing to engage in bigger, bolder, more creative, more adventurous, and more audacious strategies can achieve remarkable results.
Does it involve more work? Yes, but the results can be exponentially greater than what you’re achieving today. Plus, the barrier to entry is higher, making it more likely that your competitors will hesitate making the investment and commitment needed to keep up.
With that in mind, here are six highly effective SEO techniques for B2B that can drive massive organic ranking and traffic increases for your brand.
#1 Create Free Tools, Templates, and Resources
Want to drive a large number of backlinks? Try creating free assets that your target audience would find not only useful, but ridiculously shareable.
More specifically, free tools, templates, or resources.
For example, Campaign Monitor created a library of free email templates for businesses to use.
It currently ranks #1 for the term “free email templates”, has attracted over 300 backlinks, and drives more than 10,000 organic visits per month.
CoSchedule built a headline analyzer that has generated 23,700 backlinks and drives an estimated 13,500+ organic visits per month. It has also generated 10,000+ social interactions in the past year alone.
Tableau Software offers a free data visualization tool. By launching this tool, Tableau has secured close to 9,000 backlinks and generates an estimated 33,000 organic visits monthly. How’d it do on social? Try 25,500 engagements over the past year across multiple language versions. Not too shabby!
People love free stuff, especially if it’s valuable and helps them to get their job done better and more efficiently. If you create a free, valuable tool or template or checklist, people will share it, which can create a potential avalanche of incoming links and organic traffic.
#2 Conduct Original Research
How many times have you read an article that starts with the phrase, “A new study by…”? Sometimes, these studies reveal that something we previously loved to eat is actually terrible for us and causes premature death. But that’s beside the point…
The point here is that new studies and research often generate buzz, and can sometimes generate a lot of buzz. People talk about the study results with colleagues, news sites link to them, and bloggers cite them.
This makes original research a powerful B2B SEO strategy.
Ahrefs recently published a new study on backlink acquisition and within a mere two weeks attracted approximately 200 backlinks and over 570 social shares.
BuzzSumo has stated that its most engaging blog posts are based on original research. One example is the article “We Analyzed 100 Million Headlines. Here’s What We Learned (New Research)”, which has generated more than 4,100 backlinks and 13,200 social interactions over the past year.
An organization that trains nurses to become legal nurse consultants for law firms published a proprietary study on nurses and stress, and after one publicity opportunity led to another, the owner of the business wound up appearing on national TV five times over the course of the year following the release of the study.
Original research takes an effort, but if you publicize the results through special reports, blog posts, SlideShares, infographics, outreach campaigns, and PR, the benefits can be substantial.
The moral of the story? Original research is an irresistible magnet for publicity and backlinks.
#3 Purchase Existing Websites
Yes, this approach takes money. But it could also greatly accelerate your path to higher rankings on targeted terms.
There are various benefits to purchasing an existing website, blog, or knowledge hub, including inheriting the existing:
- Organic traffic
- Organic rankings
- Backlinks to the site
- Associated social accounts (if this is part of the acquisition)
You can then also add highly relevant links to your main website. Don’t be spammy, of course, but adding a few truly relevant links in contextually appropriate spots would be beneficial to your SEO results.
#4 Run Co-marketing Campaigns
Another effective B2B SEO strategy is to run joint marketing campaigns with partners or complementary organizations. OK, this one is not rocket science, but it still provides a powerful boost to your SEO results.
If you are already producing whitepapers, webinars, SlideShares, blog posts, videos, events, etc., then it’s nothing but low hanging fruit to join forces with other organizations in producing new insights and content.
For example, if you partner on a webinar, produce a whitepaper based on the webinar content and promote both through both organizations’ websites, blog, email, and social channels. If you engage in a joint event, market it to both databases. It’s an easy way to double your reach, while also getting in front of completely new audience members. Plus, it enables you to produce fresh, innovative, compelling content that generates new traffic, sharing, opt-ins, and backlinks.
#5 Collaborate with Hundreds or Even Thousands of Influencers
Empowering others to market your brand is pure marketing gold. Influencers have the audience and credibility to help you get the word out, but too often B2B companies take a myopic approach to influencer marketing. They reach out to only a few influencers, and it’s largely hit or miss and highly transactional.
Here’s what many brands miss. Influencers want something exciting. Something that will thrill their audience. Something that’s strictly transactional is only going to get a certain level of enthusiasm from any influencer.
To get real results, bring something exciting to the table. Brainstorm a creative topic for them to create new content, share proprietary research, or offer them something exclusive.
Terakeet took this exact approach when working with a popular business software company. Leveraging existing marketing campaigns, we reached out to business bloggers asking them to write about their favorite business tools and why they’re critical.
More than 3,500 emails were sent to influencers, resulting in 226 posts being published on unique domains. The posts featured authentic content created by the influencers and included natural links to key pages on the software company’s website.
Want to take this strategy and really knock it out of the park?
Instead of approaching a few influencers, approach hundreds or thousands. At Terakeet, we leverage a proprietary database of more than 9 million domains in finding the right set of micro-influencers for our clients. What we’ve learned through the years is that although the impact of one influencer can certainly benefit a brand, the sheer power of unleashing dozens, or hundreds, or even thousands of influencers for a brand can deliver staggeringly awesome SEO results.
We said think BIG, right?
#6 Create SEO Topic Clusters
Ever since the introduction of Google Hummingbird, targeting topics (as opposed to just individual keywords) has become increasingly important for businesses. Google no longer focuses on only keywords, but also on how effectively a brand addresses a broader topic as a whole. This enables Google to see beyond those organizations that are not true topic authorities.
One particularly effective way to generate organic traffic at the topic level is to create “SEO topic clusters” on your website. A topic cluster is a hub-and-spoke content model, in which there is a collection of pages anchored around a pillar page. The pillar page speaks broadly to an overarching subject, while the sub-pages go into much more depth about specific areas of the topic.
The pillar page links to the sub-pages, and vice versa, providing Google with a clear understanding of how all the pages are linked together and speak to the topic as a whole.
An example of a successful SEO topic cluster is HubSpot’s Instagram Marketing pillar page (along with its associated spoke pages), which is currently ranking #1 in Google for the phrase “instagram marketing.”
Time To Get Creative
As competition for B2B organic search positioning increases, get creative with your SEO efforts.
Aim for the fences, flex your creative muscles, and be bold and daring with your B2B SEO strategies! Whether creating tools or acquiring websites or unleashing hundreds of influencers for a campaign, get to work in generating so much buzz that the backlinks and traffic come flooding in.