The first thing you need to do if you want to grow B2B leads

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B2B SEO – Where to start

B2B marketing can seem complicated. And that’s why many businesses don’t know where to start when it comes to generating interest and enquiries for their product or service.

We like to keep things simple, as at the end of the day, a B2B buyer is a human just like you or I. They have problems that they want to fix – just like you or I.

And in a lot of cases, when trying to solve a problem, their first port of call is a Google search.

Search Engine Optimisation (SEO) for B2B businesses

This is why SEO is important. It essentially involves configuring your website so that you appear in the search results when someone searches for a solution that you offer. Unlike PPC or ‘Google Ads’ which offer you instant visibility at a high price (you pay for each click). A well implemented SEO strategy can get you the same visibility for a fraction of the price and payback long after your initial investment is complete.

How B2B businesses can measure their SEO performance

So how do you know how well your website is performing from an SEO perspective? The answer is Google Search Console. This free tool can be implemented by installing a line of code on your website, and once you have done that, you will unveil a goldmine of information that will give you the insight you need to set yourself some SEO goals that can make a massive difference to your website traffic and resulting enquiries.

Google Search Console for B2B

So let’s see what’s in GSC that is so useful:

  • Site health – are your pages indexing in Google or are there issues?
  • Search visibility – is your site appearing in the Google search results? If so how often?
  • Keyword visibility – if you are appearing in the search results, which keywords is it for?
  • Keyword ranking – where are you ranking (what position are you in) for various keywords?
Google Search Console for B2B SEO
Google Search Console provides business critical SEO data

Generally speaking there will be certain keywords which will tend to drive the most enquiries for your business. If you find you are ranking on page 2 for those keywords for example, it’s clear that if you move to page 1, you will increase your rankings and therefore your enquiries.

There are a number of ways to do this which we will cover in another post.

This is why I like to think about GSC as the instrument panel in your SEO cockpit. Without GSC, not only are you are flying blind, but you are overlooking a potential goldmine of information. Hence if you don’t already have GSC installed on your website, it needs to be #1 on your lead generation priority list.

Learn more about Google search Console here.

Faisal Mian - Entrepreneur - Freelancer

Written by Jonathan Hedger

Jonathan Hedger is a Chartered Marketer and Fellow of the Chartered Institute of Marketing (MCIM/FCIM) with over 15 years experience in B2B marketing & ecommerce having held senior positions for a number of market leading brands as well as VC backed startups.

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