Best SEO strategies for B2B in 2018

How do you exceed a monster corporation on Google when you are a small business. You do not. If you are a small business, you will never be able to go head to head with an organization that spends more on marketing in one/two month than you

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How do you exceed a monster corporation on Google when you are a small business. You do not. If you are a small business, you will never be able to go head to head with an organization that spends more on marketing in one/two month than you might make in revenue during a year. Sorry to break your dreams of ranking No. 1 for your key term. However, I do have great news for you. There are SEO tactics that work for B2B small businesses, enabling you to attract inbound traffic and convert leads into clients. Simple it is, right?

Search Engine Optimization (SEO): Content Marketing’s BFF

Now that you have a mobile-friendly site and proper brand in place let’s work on driving visitors to it. This is where SEO comes in, but many companies are not sure where to start.

In year’s past, optimizing your site was simple and involved scattering keywords across your homepage. Now, with Google’s sophisticated algorithms, the bar is set much higher. The best way to improve your SEO and your search engine ranking positions (SERP) on Google, is to create great content.

From articles to infographics, content marketing is a way to earn authority in the eyes of Google – but placing content on your website isn’t enough to skyrocket SEO. Content, also referred to as linkable assets, should be placed on other news or industry-related sites. Easier said than accomplished, right?

It is true, editors and pitching writers to post your latest article can be tiresome work. Much like public relations, many editors will turn down your proposal. The key is finding the right fit. Locating niche articles that cover the broader scope of your industry or your industry will result in leads that are more likely to post your content.

Once a third party site agrees to host your content, provide a link that directs the user to your site within the copy. That link is called a backlink; which leads us to the “magic” formula: more on and off-site linkable assets equate to better SEO for your B2B business.

At my agency, we have successfully employed the following strategies/tactics for several small businesses we work with.

1. Local Landing Pages

This strategy is so simple, yet so effective. First, classify all the major cities your business can serve. Then, generate a landing page that lists the “top” businesses offering your services in each area. The result is a directory-style landing page that attracts searchers in that field who are interested in using the services you offer.

For instance, let’s imagine that you have a software development business that is location agnostic, meaning that you serve several different fields without actually being in any one of them. You would improve a landing page with a list of five to ten of the “top” software development businesses in a specific city – and include your company on the list.




















There’re a couple of things you must to be comfortable with when employing this strategy. One, you will need to provide transparency by noting that your business is not located in the city, but can provide services to customers in that city. Nothing is worse than getting calls from someone in Tampa Bay, Florida, who wants to meet for tea to discuss your business.

The second is that you will need to be easy linking and listing to your competitors. Some companies aren’t cool with this. My thought is this: Would you instead link out and list to your competitors while controlling the traffic on your site? Or would you instead not have the traffic at all?

These local landing pages will not attract an extremely high volume of incoming traffic month over month, but they’ll certainly help in attracting high-quality traffic that is eager to learn more.

2. Long-Tail Services Landing Pages

As a small business, it is important to understand a couple of things about your competitors’ online marketing strategies. You won’t outrank large competitors for the keyword that best describes your service (i.e., “software development company”). And your large competitors are too complacent to develop landing pages that describe the services within a service (i.e., “software development services for automotive applications”) because they already receive enough traffic and inquiries by ranking for their core keywords.

Long-tail services landing pages address a specific customer need and bypass the search competition.

Let’s use the example above. You are a software development company, and you have had a couple of customers in the past in the automotive industry. This is a perfect opportunity to improve a landing page that speaks directly to those clients in the automotive business who are looking for custom software development.

On the landing webpage, you can optimize the content for your long-tail keyword (“software development services for automotive applications”), share your experience in that particular space and speak about your service and.

Not many corporations get this granular with their service offering online. By investing in custom landing pages around each of your best services, you will be able to attract more high-quality, low-volume, traffic that your larger competitors do not have the time to target.

3. Customer FAQs

The landing page tactics above attract low volumes of traffic with high intention to change. But how does a small company attract higher volumes of search traffic? The answer is by answering clients’ frequently asked questions.


















Think about it. Do your clients frequently ask you questions like, “What is the best CRM that synchronize with MailChimp?” or “How often should we post on social media platforms?” These questions are possibilities to attract more clients who have the same questions. If you can give the answers, you can position your company as the expert and invite potential customers to ask deeper questions over the phone or during a consultation.

I love this approach. Developing blog posts around client questions not only attracts like-minded traffic, but it develops a knowledge base that decreases the amount of time you spend answering these questions you can share the article link with the customer.

4. Become a Thought Leader

If you want to make an announcement online, become a thought leader.

In other words, become the “go to” person when somebody needs a question answered related to your niche. When you are perceived as an industry specialist, you will not only build brand-name awareness, but you will also attract business from people who are looking for “the best.”

The thing to that point is complicated, though.

So how do place yourself as a thought leader? Here are a few steps to take:

  • Run a blog – Prove that you are a thought leader by sharing your expertise online.
  • Move beyond your blog – Guest-post on other blogs to convince others that your knowledge is in demand.
  • Work with influencers – Find non-competitors who already have a following and work with them. They will act as representatives for your brand to people they know.
  • Make public appearances – Speak at trade shows and conferences where you are likely to find clients of your target market in the audience.
  • There is more – Publish everywhere you can, Podcast, LinkedIn, YouTube, and more


5. Target 5 Big Search Terms

Find five big search terms related to your niche with more than 1,500 searches a month. Target those terms for your site.

How do you find common search phrases? For that, you will need the aid of a keyword research tool.

Most specialists tend to agree that SEMRush is one of the best keyword research tools available. It is not free, though.

You can also do some limited research with Google’s Keyword Planner tool. That is part of the AdWords toolset.

Keep in mind that the full characteristic set of Keyword Planner is only available to people who are actively advertising with AdWords. Still, it is a free tool you can utilize it, at least get started.

Once you have identified your keywords, create blog posts that use them. Make sure each article uses the keyword in the title and H1 header.

You will also want to sprinkle the keyword throughout your content. Do not use it too much, though, or Google might penalize your website for keyword stuffing.

Bottom line: make your use of the keyword look real.

6. Create Long-form Content

Starting from where we left off with the previous point, create long-form content related to your niche and your keywords.

Why? Because of long-form content rocks.

In case you haven’t heard the phrase “long form content” before, it means content that’s at least 1,500 words in length.

You can carry out a little experiment right now to see the SEO advantages of long-form content. Just Google “benefits of long-form content” and check out the top results.

In the first position is a post on the subject with more than 4,100 words!

The third-place article has more than 2,000 words. The fourth place article, linked above, has more than 2,200 words.

Long-form content will get you noticed.

7. Involve People You Want to Do Business Within Your Blog

Clients can also be partners. SEO business specialists always mention potential clients or referral partners in their blog.

You can also invite them to participate in your blog (keep in mind, it can also be a podcast, radio show, etc.).

Find people with who you want to do business. Ask them if they’re interested in promoting their brand on your website.

That is a win-win for everybody. You get additional content while the authors get free marketing.

Even better: you have established a relationship with somebody who might one day become a customer.

8. Send Your Blog Posts out in a Weekly Email With Commentary

















Email marketing is still one of the best online tactics for several reasons. Among them:

  • Email has an average ROI of $39 for each $1 spent;
  • Companies that nurture leads generate 50 percent more sales-ready leads at 33 percent lower cost;
  • In the B2B space, email marketing gets a 47 percent higher click-through rate (CTR) than B2C.

That is why you should send out email blasts regularly as part of your overall marketing effort.


The biggest companies do not need to get everything right to do well with SEO. For instance, some businesses miss the mark with SEO and images and still rank well.

But it is puzzling why some businesses do not try harder with analysis, revisions, and new content with their SEO marketing strategy. It is an excellent opportunity for smaller businesses to nail down as many SEO best practices as possible.

Despite the effort, you can expect a tough road ahead. You will always have an organic presence. It is just a matter of whether your visibility erodes and how well prepared you’re to respond promptly to the evolving world of SEO.

That is it! The seeds have been spilled. These eight hyper-specific SEO tactics have the potential to turn your marketing department into a content development machine, and they’ll help turn your site into a lead generator to fuel the growth of your business.

If you are going to proceed with these strategies, be sure to employ an eight-step approach. Identify the right keywords through your SEO content approach, build the content and then market that content to improve your search rankings.

What stages do you take to maximize your old and new content for SEO?