B2B SEO should be part of a holistic marketing strategy - working in synergy to compound the impact of other channels such as social media.
Viewing SEO in a silo, separate from the broader B2B marketing sphere, where only keyword rank and organic traffic determine whether or not it is effective, misses the bigger picture.
Sure, these KPIs are important as they indicate that progress is being made to improve a website’s visibility in Search.
But the trouble with these KPIs is that they don’t align with how people purchase B2B products and services in the real world.
The journey to purchase is seldom:
Google Search - Website Visit - Become Customer
It is more than likely:
Or something similarly complex.
And in the B2B world, sales cycles are often a number of months.
So when a person becomes a customer, it is likely that having a high keyword rank was only partly responsible.
Having visibility on social channels will also have helped to build brand trust.
SEO is but one element in the chain that ensures greater brand visibility online.
And as your target audience gets to know your business over time, the likelihood that they will turn to you when they have a need for the product or service you offer, increases.
Keyword rank and organic traffic are obviously important.
But not as important as how these impact the ‘unseen’ influences that build trust and motivate a B2B buyer to eventually decide to purchase.
I am an experienced Search Marketing Consultant.
I specialise in B2B SEO, helping businesses drive growth and revenue through organic search.
