importance of seo for b2b marketing and e-commerce

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Business-to-business (B2B) buyers and decision makers will perform an average of 12 searches before visiting the website of a particular company.*

Moreover, over 70% of B2B searches begin with a generic search for a product or service with no specific brand mentioned at all.

This highlights the major importance of SEO for B2B marketing and e-commerce, and for having a proper SEO (Search Engine Optimization) strategy on your website.

As a B2B distributor, you may have enough of a loyal, long-term, repeat customer base to provide reasonable profits, but you might be leaving out a lot of new potential customers. If a need for a product or service arises, most will simply do a basic web search to find what they’re looking for. If your company’s website is not it the top results, it is unlikely those new prospective customers will see you as an e-commerce option.

Put The Product Up First

While you may have many customers who appreciate your company’s history and knowledge, this is not the key for nabbing customers doing a generic web search. If they put “Product X” into their search engine, your site needs to come up high in the results, making it clear that you are the leader in the “Product X” supply.

Have product listings featured in your SEO strategy to ensure that anyone searching for anything you offer sees your company as one of the top places to get it. It may seem counter-intuitive, but in this specific instance the company’s value is secondary to “being seen” in the first place. The next step is to differentiate yourself.

Provide Added-Value Services to Create More Name Recognition

How do you stand out from the e-commerce giants of the world when it comes to SEO? Offer something you have that they don’t – specialized product knowledge. As a distributor of a specific type of product or service, have a search engine optimized “FAQ” page that answers commonly Googled questions about your product area. Amazon can’t do that.

For example, if you’re a plumbing supply company, you’ll get higher search results by adding blog pages related to common questions about specific parts you sell or installation techniques. Customers who read your information are easier to sell to. Even if they don’t buy right away, you’ve generated name recognition, leaving an impression as a helpful company that they may use in the future.

One Tool Among Many

We’re not suggesting you abandon your traditional marketing techniques; SEO strategy is just one more tool in your toolbox to build your existing customer base and help consumers discover your brand for the first time.


*According to a 2014 study by Google and market researcher Kantar/Millward/Brown Digital.

Next Level iMedia

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