The word “SEO” makes many people think of highly technical content. Creating and maintaining high-quality, effective content for search engines is often viewed as a costly and time-consuming exercise. However, the benefits of doing so can be worth the effort. Even the most cautious SEO recognize that their strategy needs to change to stay competitive. As algorithms become stricter, sites must provide more authoritative information to remain on page one.
In other words, brands need to get better at stating what they do rather than just telling people what they do. However, many B2B SaaS SEO marketers are looking in the wrong direction when trying to find new ways to increase search engine visibility. Instead of creating restrictive guidelines or focusing on long pages with confusing jargon, they should look toward building original and engaging content showcasing their company culture and offerings.
1. What is B2B SEO Content?
B2B or business-to-business SEO is content solely related to a business or organization. It focuses on the benefits and features of a specific solution or service provider instead of listing all the websites and pages of every competitor in your industry.
As the content on your site becomes more general and less technical, it becomes more relevant to your audience. Many SEOs overlook the importance of the main text on their pages. The main text should cover the following topics:
- Company history
- What does your business do?
- Why are your products or services relevant to the audience?
- Contact information
- How is the content structured?
The main text should be interesting, engaging, and packed with information. It should also be clear, concise, and easy for the reader to understand.
2. Why Build B2B SEO Content?
As search engines increasingly penalize sites that do not add appropriate content, brands are turning to build-a-site services to help them with their SEO. These services offer a wide range of functionality, including content creation and management, keyword research, and tracking performance. More importantly, they enable brands to create and manage content with little to no meaning easily.
3. SEO Content for Brand Awareness
Brands must create brand awareness and increase their search engine visibility to protect their reputations. However, such efforts are often channeled through heavily promoted and highly structured content. Therefore, it makes sense to promote useful, relevant, and engaging content that is easy to find and read. The idea is to create informative and entertaining content with clear, concise, and useful information.
4. SEO Content to Increase Organic visibility
Your SEO strategy should not stop at just increasing your site’s visibility in search results. Your goal should be to rank higher on organic search results pages (SERPs) so that people find your content and ultimately find you. Organic results pages (SERPs) are the first and foremost pages that appear when a person types “SEO” into the search bar on a computer.
They are the pages shown when a person searches for your brand name, a term that they type into the search bar in their head first. If you want people to find you, you need to put a little effort into your organic results page. This means you need to place a link at the top of your SERP or use a featured snippet.
5. How to Achieve SEO Content Success
The key to success with any content marketing strategy is to consistently deliver quality content that speaks to your audience’s needs, problems, and desires. To develop a strategy for creating and delivering high-quality content, it is helpful to look back at the content marketing stages discussed in the introduction.
Stage 1: Awareness and Introspection At this stage, you need to either create a list of content topics or identify your audience’s problems and create content to solve them.
Stage 2: Product Offerings At this stage, you need to create content that showcases your expertise in the field and presents a full range of benefits and features of your product. You can do this by discussing the features and benefits of your product and how it solves a problem your audience might face. Although content at this stage is often focused on listing features and benefits, it can also be a good idea to tie these benefits into a commercial offer.
Stage 3: Conversion Optimization At this stage, you need to create content that will encourage prospects to make a purchase. This may be the content that presents the best value for the purchase, such as a special offer or a how-to guide. It can be a full-blown sales page. Depending on the type of content you choose to create at this stage, you can either include a sales pitch or link directly to a purchase page.
6. SEO Content Success
Once you have a plan for creating high-quality content and regularly putting it out into the digital ecosystem, the rest is up to you. Here are some things to keep in mind:
- Create content that is both informative and entertaining. People are more likely to read and retain content that they find interesting and engaging.
- Consolidate content into shorter pieces so that they can be found more easily.
- Avoid writing guide-style content as this is not click-worthy.
- Consider using video if you want to offer more engaging content and encourage longer page views.
- Include a social media presence at least once weekly to drum up more followers for your account.
- Become active in relevant forums and review sites whenever possible since these are great sources of content and leads for your business.
- Always try to use genuine quotes from your customers whenever possible since this will give your brand authenticity and authenticity is key for SEO.
- Create a blog, or a social media account for your business to keep your content and campaigns visible and accessible to your audience across all platforms.
6.1 Explain What Your SaaS Company Does
As the number one provider of customer acquisition solutions, your customers need to understand exactly how your business works. This is especially true for smaller SaaS companies that may not have the name recognition of larger tech titans.
To that end, you should include details about your services, like the target audience and their goals. What do they want, what are they trying to accomplish, and how do they get there? Be as detailed as possible, and include links to your key documents and products, like a SaaS pitch deck or white paper.
6.2 Use descriptive language
Descriptive language is critical for SEO. Instead of using words like “we,” “our,” or “us,” use words like “website,” “services,” or “products.” You do not have to provide details about every page on your site, but rather, focus on the most important ones.
For example, if your site is about digital printing, use language like “A website that explains how digital printing works and what customers can expect from their prints after printing.”
6.3 Show, don’t just tell
As with most things in life, showing is not just better than telling. The more information you provide, the more relevant your content will be to the visitor.
By constantly adding new content to your site, you will end up with a constantly-evolving web directory that includes links to your most recent work. Staying on top of your game and providing fresh content will help your SEO efforts tremendously. Include your most recent articles, videos, and content at the top of your site, and use internal linking throughout your content to point back to your site.
Your reader’s journey will be made much easier, and they will likely spend far less time figuring out where to get your product or service in the first place. Think of it like this: you never know who will be reading your content, so it’s important to make it as easy as possible for people to find what they need.
6.4 Build with a purpose
Your SEO content is not just for your site. It’s for your existence. As a SaaS business, you will get traffic from your site and search engines. Your content must be useful and of great quality to succeed, so it makes sense to build your business to grow your audience. An effective business model will ensure that your effort is worth it. Your content must serve a purpose, and your customers must be able to benefit from it.
6.5 Final Take
Now that you’ve got the foundations, it’s time to build a B2B SEO strategy. The key here is to find the right keywords and topics to drive traffic to your site. Although it might seem like a simple task, there’s still plenty of room for error. Poorly chosen keywords or spammy content will hurt your business and online presence. Get them right, and your site will start to grow in no time. Create valuable content for your audience, and you’ll start to see results.
More importantly, you’ll start seeing results from building relationship with the search engines, which is always worth it. If you want to build a foundation for long-term success in the digital marketing industry and increase your search engine visibility, constantly producing content is the only way to do so.