12 B2B SEO DOs and DON'Ts

SEO is constantly changing as search engine algorithms are updated. To help you maintain your B2B SEO success, here are our latest DOs and DON'Ts.

The times of B2B SEO are changing, Google is constantly updating its algorithm. So often, in fact, that we rarely get big updates like Hummingbird and Panda anymore. And since internet usage has never been higher - thanks in part to the pandemic - SEO has never been more important. As Google keeps adjusting the levers, SEO continues to evolve, and so does our tried-and-true approach.

1. DO: Use analytics to measure performance

Before you start optimizing your website for search, you need to know which keywords you want to rank for. We like to use SEMRush, but Moz or Ahrefs are also recommended.

Best tip: Try to choose keywords that relate to your business but have a low difficulty level. These are high value keywords with low competition that can help increase relevant organic traffic.

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After you have completed your optimization efforts, we recommend that you monitor your keyword analytics over time to determine which terms require attention.

If your rankings are slipping or you see an opportunity, simply use the following tips to bring your keyword back up in the rankings.

2. DO: Focus your content on keywords

Include your most important keyword in your title and meta title. In Google search results, you have 600 pixels to impress the user before Google shortens your title. That's about 60 characters, but we recommend no more than 55 to be on the safe side. That's plenty of room for your main keyword and a compelling title.

Best tip: Use pipes to split the text in your meta title to save space.

Example: <title>Save space today | Use a pipe | It's easy!< /title>

Keep the content of your text simple and specific to your topic area. Including additional, irrelevant information for the sake of word count generally won't improve B2B SEO.

Remember that search engine algorithms are now able to understand context and colloquial language. This means that you don't have to repeat a keyword or phrase exactly.

We recommend using keyword variations, long-tailed keywords, and keyword extensions.

3. DO: Use relevant links

Links are about quality, not quantity. Too many links will make your content look spammy, but a few relevant links to important internal web pages and a few external links to authoritative sources will benefit your SEO.

Best tip: When linking to external websites, make sure that the link opens a new tab. You don't want users to be redirected away from your website.

When linking internally, make sure you link to specific keywords that you want the landing page to rank for. Prioritize structured linking to your pillar, product, and service pages for the greatest impact. This can help B2B companies improve their SEO. Websites have a "freshness value" that Google recognizes and uses as part of its ranking algorithm. Links from "fresh" sites often have a higher value.

4. DO: Optimize images for SEO with alt text

For all media on your website, remember to label, tag, or alt text it so it is visible to search engines. It doesn't have to be a long description.

The main purpose of alt text is accessibility, so that visually impaired users can understand the image. This should always be the main purpose of alt text, not just pure SEO value. While it is helpful to include your main keyword don't leave it at that.

In B2B SEO, this can be a challenge if you use stock photography. But get creative with it. Here's an example:

Primary keyword: video marketing

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Good:
< img src="videomarketingb2b.png" alt="Young man working on his video marketing from home">

Bad:
< img src="videomarketingb2b.png " alt="video marketing video marketing business what is video marketing">

5. DO: Create relevant content

B2B SEO can be quite simple. Just focus on relevant content that your customers will enjoy reading. This will increase your chances of moving up in the rankings and bring more visitors to your website.

This is the foundation of the inbound marketing method: create quality content and customers will come to you!

Citable and shareable content increases the chances of getting backlinks from other websites. A backlink from another website is seen by search engines as a vote of confidence in your content.

6. DO: Optimize your website with Core Web Vitals in mind

Over 50% of the world's website traffic comes from mobile devices. For this reason, Google is placing more emphasis on "mobile friendliness" and responsive websites. Google's standard "Core Web Vitals" (CWVs) is now a ranking factor and therefore critical to your SEO performance. We've also found that responsive web designs can lead to lower bounce rates for B2B websites.

And lower bounce rates mean better SEO. So building a responsive website with CWVs in mind can significantly improve your results.

7. DO: Expose low-quality inbound links

In some cases, the success of your search engine optimization may be negatively affected by third-party websites through no fault of your own. If low-quality websites link to your content, you may be penalized by search engines.

To regain control over your search engine optimization, you can "devalue" harmful links. To do this, use Google's "Disavow Tool." This instructs Google not to take these links into account when determining your ranking.

8. DON'T: Ignore the search intent of the users

The ultimate goal of Google in search results is to fulfill the user's search intent. This is also why we consider the Buyers Journey so important for B2B SEO strategy.

We roughly divide search intentions into informational intentions, commercial intentions, and navigational intentions.

If the user wants information, create content that gives them information. If they want to buy something, point them to your product/service page. If they want to navigate to a specific page via a search query, make sure you own your brand's navigation query.

We find that search intent is most often misapplied when informative keyword (e.g. benefits of visualization software) are targeted to product/service pages. The content of the page is designed to sell something to someone who is not interested in buying. The result? Higher bounce rates, low dwell time on the page, and fewer conversions in organic search.

9. DON'T: Do not copy large portions of external content

First of all, let's clear up an old SEO myth: copying your own content ("duplicate content") doesn't hurt your SEO, it just doesn't help it. But that doesn't apply to copying the content of others.

Search engines almost always favor original content and bump non-original content down the rankings. For some B2B companies, where the market, technology, or general environment is not changing as much, it can be difficult to be original.

In this case, try to find a new way to present your content in a way that is more interesting to your customers.

This is different from syndicated content, where third-party sites host your published blog posts on their site. If you do it right, this can help drive traffic as you gain access to their audience.

To avoid the problems of content syndication altogether, you can consider guest blogging, or do as we do and focus on creating original content.

10. DON'T: Link to external pages too often

Nowadays, the only negative effect of too many outbound links is that they make your content harder to read. This leads to higher bounce rates - something that search engines will pick up on.

11. DON'T: keyword overuse

Yes, search engines want content that has a clear theme, but overuse of keywords deters customers and can lower conversion rates.

We know Google doesn't penalize this directly, but if repetitive content leads to a poor user experience, you may rank lower as a result.

Tip: Use synonyms and word associations. This will help search engines recognize the theme of your content without compromising readability for users.

12. DON'T: Set and Forget

Good B2B SEO strategies involve reviewing and updating your content. Your competitors won't stop competing with you, so you need to keep your content accurate and up-to-date. 

When reviewing content, use your keyword research to add subtopics you may have missed. Verify that the information you are sharing is still relevant. For product/service pages, make sure the listings are accurate and include the latest features.

SEO continues to be an important B2B marketing tactic

Use these tips and apply them today as part of an inbound marketing strategy. We are confident that your SEO will improve. But remember, SEO is a process that takes time, so be patient. With diligence and focus, your website will attract quality visitors and potential customers.