SEO in B2B marketing
Who does not appear in Google does not exist.
The digital presence of a company has become so necessary that a company has its little visible web generates distrust. We are now accustomed to finding almost any information, however, detailed, on the Internet and, when we do not find it, something does not add up.
In this paradigm, the battle for search engine positioning has emerged as the main objective of “2.0 companies”. And immersed, as we are, in Industry 4.0; it goes without saying, those in that sector should not be left behind.
As the book of the specialist in digital marketing Aleyda Solís “SEO, las claves esenciales” points out, anyone can create “in a few clicks” a fully functional web page, but attracting attention to it is already another song.
The organic positioning (SEO, for its acronym in English) of a company is an arduous job, which requires work in different directions under complementary perspectives.
The first of the tasks to be addressed in order to define an SEO strategy is to carry out a process of internal reflection that helps to discern, with both commercial and corporate criteria, issues of importance as the target audience or the terms to be positioned.
And, in addition, accompanying it a market study both at a competitive and sectoral level, to begin to intuit how our target looks for what we want to show, and what good practices we can learn from those companies that are “giving the key”.
With these elements, now is the optimal time to design our website. But why is the prior diagnostic so necessary? Because sometimes we forget, and hence the reference we made earlier, that if we want to position our company we cannot use any “standard” page.
Configuration and technical optimization of our website must consider aspects that affect positioning such as traceability, indexability or speed that are common to any business. But, in addition, we must make decisions regarding multi-language configurations or “responsive” design, for example, that will depend on our specific audience.
Over the technical level, needless to say, that the organization and optimization of content will be crucial to develop the relevance of our new website: we will lose value if we do not have an adequate structure, centered on the user. We must optimize usability, organize content to be accessible and intuitive: to get that when someone comes to our website looking for something, find it.
Is the content the king? Yes, but with strategy
Not only serves the optimized design, nor content is the king by itself.
The content strategy has been held up as the first of the assets that a company must have, the information needs of customers have become a requirement, and knowing the customer and communicating with the environment are indisputable corporate objectives.
Taken to the level of positioning, there are many “recipes” in the network for success in content writing: include keywords to position, use links and bold, metadata.… But to develop a true content strategy we must go back to the beginning. Support us again in this diagnostic about the company and the recipient to develop content plans consistent with our activity, and aligned with our business and corporate objectives.
We need to be found for what we are and what we do: that is the goal. Who knows us at least and who does not. And, in addition, we want that when they do, the content is accessible (and interesting).