Four Absolute Musts for Good B2B Site Ranking
Tuesday, 30th June 2020
Running a business is challenging and time-consuming, and with competition for online sales and trade at an all-time high, what you really need right now is for your website to perform as best it can.
But what does that really mean? There is a large amount of information online about how to get your site to rank better, but it can be overwhelming, confusing and jargon-littered – wading through it all simply adds more time and complexity to your already over-stretched capacity.
So let’s simplify it for you and say “just make sure you do the following” – if nothing else, these four elements will help your site have a fighting chance…
1. Make sure your metadata is spot on
Metadata is the information your website holds on each page that tells Google specifically what you do, where you are, how you do it and why you’re relevant to a search. It includes details such as Page Title, Meta Description, Header or H-tags, and keywords in content, amongst others.
These may sound jargon-heavy, but actually they’re simply the building blocks that help Google understand your site better. When your website is set up, or if you have an existing site, ask the company or person that built it to make sure these elements have been properly implemented.
Why should you do so? Recent research conducted by Entrepreneur.com reveals that the top performing B2B websites include both industry and location keywords in their Page Title and Meta Description at least 60% of the time, against the industry average of just 21%.
Similarly, sites that include the correct H-1 and other Header tags (think of them as section headings in a Word document) at least 70% of the time (versus the industry average of 53%) far outperform sites that do not.
2. Make friends with good neighbours
One of the easiest ways to build strong Search Engine Optimisation is to get as many well-qualified referrals as possible. We all know how that works in the real world, and online it’s no different.
The more referring domains you can get to list your website (otherwise known as backlinking), the better – but beware to maintain quality over quantity. A business listing on a local directory (Yelp, Google My Business, Bing and other Name/Address/Phone directories) is a great way to start, as are social media platforms.
Have a look for local trade associations and accredited organisations who will list your business – over time, building links this way can really impact SEO positively!
3. Make the most of Google Reviews
The good old review remains one of the key aspects of building not only trust, but also improved rankings. In the online space, the simplest way to achieve this is using Google Reviews.
Much like link-building, slowly building up your reviews over time is the best approach (if you suddenly have dozens of reviews coming in each day Google will likely flag this as abnormal and penalise you) but get into the habit of asking your customers to list a review when they can.
You can do this in a number of ways – via email, on the phone or in any post-trade communication, using your social media channels to connect customers to the right link. But it’s best to do so face-to-face at the point of business or sale – after all, if you’ve made them happy at that point, what better time than to get a review done!
4. Content is a major priority
This is always the most challenging of the good SEO practices to implement, because it can – on the surface at least – feel like a lot of hard work is needed.
But in truth, having enough content on your website is firstly an absolute-must and secondly probably a lot easier to achieve than you may think.
Why so essential? Well, the top performing B2B websites have an average of 104 pages vs just 48 pages for average sites – that’s a significant difference, and whilst not all businesses may need or have enough variety of products for 100+ pages of content, you’ll need to have as many pages on your site as you can to give yourself a fighting chance.
The trick here is to remain relevant – pages should ideally have 500+ words on them of relevant, useful and informative content, so that’s actually the more challenging aspect of this exercise.
Less challenging is upping the number of pages – box clever by adding a page for each service your business has, rather than simply listing them all on one page. Richer content on more pages for each of your services is a fantastic way to bulk up on relevant content and page count.
Include a news section with a page for each news article, industry update, product launch or update and other relevant information – these mount up really quickly and can add great SEO value.
Ultimately, running a B2B website that supports your business requires time, focus and constant monitoring but by doing most of the fundamentals right from the start, you’re setting yourself up for success in the long term.