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How to drive B2B conversions from organic traffic

How to drive B2B conversions from organic traffic

30 seconds summary:

  • B2B conversion funnels are long and unpredictable, and SEO strategies need to reflect that
  • The B2BSEO strategy needs to focus on both informational and commercial phrases, as it takes several touchpoints to make a purchase decision.
  • Brand-driven search is very important for conversions, as B2B customers tend to consider all options carefully.
  • Optimizing information queries is important, but make sure each page has a separate conversion path
  • Create consistent visual identities on-site and off-site channels to increase brand awareness at each touchpoint

There is one important difference between B2B and B2C conversion: B2B shopping is rarely voluntary. Multiple decision makers (collectively referred to as decision units or DMUs) are required to review and select some options.

Therefore, a B2B shopping trip can take weeks or months.

clearly, Organic search optimization strategy You need to tackle that challenge to ensure that many of the clicks caused by organic positions lead to leads and sales.

1. Create SEO-led landing pages on both the TOFU and MOFU parts of the sales funnel

fundamentally, B2B marketing funnel It consists of three stages: top, middle, and bottom. The final stage is where the final sale takes place, Eight touch points may be required Confirm your purchase decision (that is, a potential customer who is viewing or interacting with your site in some way).

Traditionally, when it comes to SEO, companies have tended to prioritize landing pages that promote direct sales. In B2B, that’s almost impossible because customers tend to do a lot of searches before making a purchase.

That’s why information retrieval queries, the queries that drive the top of the goal-achieving process, are just as important in B2B as commercial queries.

How to query

How-to queries are very attractive because visitors tend to stay on the page while performing the tutorial steps.

These could also be transaction queries that could drive conversions if the customer’s problem could be resolved.

Start your optimization efforts by filtering the keyword list into how-to queries and providing useful instructions (if the product is part of a non-promotional context).

You can also Use the Google search console To find how-to queries your site is already ranked: Come up with plans to improve your position for them:

Carefully monitor brand search queries (and competitors) through search bar suggestions

Google people also have questions and suggestions

Both People Also Ask and suggestions influence the search process. This is because it appears when people are searching and offering more ideas.

Moreover, both are dynamic. In other words, it depends on what you are typing in the search box and what you click.

Both of these search features can change the direction of your customers and should be carefully monitored and optimized for each relevant query or question displayed there.

Please actually check seek For each target keyword, make a note of the People Also Ask results and how your site best deals with them.You can use your present FAQ or knowledge base Or, depending on the depth of the answer, answer each question in a dedicated article.

2. Carefully monitor your (and competitors’) brand search queries

Because buying B2B usually requires long-term investment and commitment, B2B customers tend to carefully consider and compare all possible options and alternatives before making a final purchase. I have.

This means that your brand name will be searched a lot.

Your brand will also be searched along with your competitors.

Carefully monitor brand search queries (and competitors) through search bar suggestions

It’s no wonder that these queries are always popular in B2B.

  • Brand name 1 and brand name 2

Treat your brand name as a keyword and continue to optimize your site for it. This is a never-ending process, as competitors are likely to be doing the same.

Keep in mind that brand-driven search is the most important part of a customer’s buying channel.

3. Plan and monitor search-driven purchase channels

If those searchers land on your site, what do they do from there?

It’s important to optimize your informed queries, but don’t forget to plan a clear conversion path from those information pages to your sales funnel. Invite people to schedule demos, sign up for webins, or sign up for free trials. ..

Be sure to make the most of it Lead magnet When Lead eligibility survey: These are usually the best conversion path from the info page because they match your search intent and provide more answers to the question in question.

Lead magnets work best when cheat sheets, checklists, flowcharts, etc. are contextual and facilitate how-to content implementation. HubSpot is a prime example of how well-cased CTA and lead magnets work.

HubSpot Lead Magnet Example

In addition, make sure all your assets are visually branded. Organic search-driven visitors need to remember you so that the tool will be familiar to you at the next touchpoint.

Logo watermark For all images, keep colors consistent within the site, The other side of you Social media channel Also, make sure that all downloads (ebooks, white papers, and other resources) contain visual identity elements and links to your site.

From there, make sure you know how to monitor these conversion paths. Google Analytics Behavior Flow is a great way to keep track of where people tend to go when they visit a particular page. This report can be segmented from organic search to users browsing your site.

Plan and monitor search-driven purchase channels to drive conversions through organic traffic

Don’t forget to use Facebook Pixel to allow you to: Retarget These organic search visitors on social media to generate more touchpoints.You can also use retargeting if: Posting YouTube ads.. Both remind past visitors of your brand and bring them closer to conversions.


Translating organic search traffic is always a challenge, especially in B2B niches where customers are unlikely to commit to your product from their first visit. Still, with a better understanding of your goals, a strategic approach will gradually improve conversions and drive your lead generation efforts.

Ann Smarty is the founder of Viral Content Bee and the brand and community manager of Internet Marketing Ninjas.She can be found on twitter @seosmarty..

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