SEO for B2B - how it works

Search engine optimization for B2B companies is very different from how it works in the consumer world. It's less about volume and more about relevance. The most important thing is not how many people search for a particular word or phrase. What matters is that the right person finds you and your site. SEO for B2B - how it works!

33 points to prioritize

Here we have compiled the 33 most important points that affect your Google ranking. The ambition is not to be comprehensive. Google has over 200 key ranking signals and over 10 000 sub-signals that it uses. They also make more than 900 updates per year. But by following the basic principles of your SEO that we present here, you will cover the most important ones.

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On-page factors

These factors are under the control of the publisher. Some of the most important are the quality of your content, the use of relevant keywords and search phrases on your pages, and an architecture that makes it easy for both visitors and search engines to find your pages.

Off-page factors

Factors influenced by visitors, readers and other publishers. These are harder to control than the on-page factors, but there is still a lot you can do to improve the off-page, for example in the form of quality links.

Contents

The phrase "Content is King" can hardly have escaped anyone's notice and there is a lot of truth in it. That's why content is at the top of the list of what you should prioritize to rank high.

• 1 Quality
  • Are your pages well-written and filled with relevant, interesting content?
• 2 Search terms
  • Have you researched what keywords and search phrases people use to find your content?
• 3 Words and phrases
  • Do you use words and phrases on the pages that you want to be found on?
• 4 Current
  • Are your pages up to date and contain current content?
• 5 Vertical
  • Do you have images, news, video or other vertical content on the pages?
• 6 Responses
  • Have you turned content into straight answers in search results?

Architecture

Having the right structure on your website is also important from an SEO point of view. Of course, a simple and easily accessible breakdown of your pages is also crucial for how well your visitors are willing to engage with the content and how easily they find what they are looking for.

• 7 Spindling
  • Can search engines easily scan your pages on the site?
• 8 Mobile
  • Does your site work well on mobile devices?
• 9 Duplicated
  • Do your pages contain a lot of duplicate content?
• 10 Speed
  • Do your pages load quickly on different devices?
• 11 URLs
  • Do your URLs contain meaningful and relevant keywords?
• 12 HTTPS
  • Does your site use HTTPS to provide a secure environment for your visitors?

HTML

HTML is the underlying code used to create a website. Search engines can pick up signals from specific HTML elements. Here are some of the most important ones to take advantage of if you want to succeed in your SEO efforts.

• 13 titles
  • Do your title tags contain keywords relevant to the pages?
• 14 Descriptions
  • Do your meta descriptions contain information about what the pages are about?
• 15 Structure
  • Do you structure your data to facilitate listings?
• 16 Headings
  • Do your headings and subheadings contain relevant keywords?
• 17 Stacking
  • Do you use the words you want to be found on excessively?
• 18 Hidden
  • Do you use colors and design elements that hide the words you want to be found?

Confidence

Just as search engines can learn to trust links and social accounts, they can learn to trust different websites. Many SEO experts see trust as one of the most important factors in how well a website ranks on various keywords and search phrases.

• 19 Authority
  • Do links, shares and other factors give pages high authority?
• 20 Commitment
  • Do your visitors spend a lot of time on your pages or do you have a high bounce rate?
• 21 History
  • Have you had your website and domain for a long time?
• 22 Pirate flag
  • Does the site contain or has it contained pirated content?
• 23 Advertisements
  • Do you have a lot of ads on your site?

Links

Links were the first real off-page determinant of how well a website or page ranks on a particular keyword or search phrase. Google was the first to count links to determine relevance. Even today, links, along with good content, are one of the most important factors for success. But not all links are created equal.

• 24 Quality
  • Do your links come from credible, quality and respected sites?
• 25 Text
  • Are you using the right words for your links to other pages?
• 26 Number
  • Do you have many links pointing to your pages?
• 27 Paid
  • Have you bought links in the belief that you will rank higher?
• 28 Spam
  • Have you created links by spamming blogs, forums or other sites?

Personal and social

A number of years ago, everyone saw exactly the same search results. Today, no one sees exactly the same. Everyone gets a customized experience depending on who you are, where you are and what you searched for before.

• 29 Country
  • Where do your visitors come from?
• 30 Local
  • Which city or region do your visitors come from?
• 31 History
  • Does anyone visit your site regularly?
• 32 Reputation
  • Do influential people share and like your content on social media?
• 33 Divisions
  • Are many people sharing or liking your content on social media?

Download our infographic

If you want to download the information on this page as an infographic, you can find it here!