B2B SEO
Generate the right traffic with search engine optimisation
Ready to scale your business?
What do our clients say about us?
Hear what our clients think about the service we deliver for them.
Gulv-grossisten.dk
Over 500% Return on Ad Spend (ROAS) for Google Ads
Dollarstore.dk
Increased traffic to Ramadan category pages by over 900%
B2B SEO at Foecon
Keywords
We find the most relevant keywords for your business, focusing on your target audience. This allows us to map the customer journey based on search behaviour.
Link Building
Link building is an important part of B2B SEO — it helps build your credibility and signals your relevance to search engines.
Technical Optimisation
A flawless user experience is essential — we can assist with identifying, mapping, and executing on technical SEO factors.
Analysis and Reporting
We continuously monitor your site and its rankings, maintaining ongoing dialogue about areas for improvement and providing regular reporting.
Core SEO Principles and the Customer Journey
In today’s digital landscape, SEO (Search Engine Optimization) is one of the most powerful tools when it comes to generating targeted leads for B2B businesses. To succeed with SEO in the early stages of lead generation, it is essential to understand the core principles of SEO and how they fit into the complex world of B2B marketing.
On-page SEO
On-page SEO is the next step. This involves optimising the content on your website to ensure it is both user-friendly and search engine-friendly. This includes using the identified keywords strategically in your content, optimising meta tags and descriptions, and building an effective internal link structure. The setup is vital both for the way search engines read your site and for the user experience itself.
At FOECON, we know the value of a good user experience when it comes to SEO. The gap between professional and personal search behaviour is narrowing — meaning that even when people search in a work context, they still expect the site to be just as good as if they were browsing as a private individual. This is a trend we have observed at FOECON, where B2B companies increasingly neglect the user experience on their own site. This affects not only the search engine’s assessment of you, but also the user’s.
Keyword Analyses
Keyword analysis is the cornerstone of any B2B SEO strategy. It is about identifying the keywords and phrase structures your target audience is searching for. This includes both short-tail keywords, which are broad, generic, and typically high-volume terms — where the popularity of the keywords is often reflected in the number of competitors targeting them.
An example would be “Marketing agency”. The word has no specific meaning on its own, and the intent behind the search is vague and non-specific. However, it still indicates that the user has an idea of what they are looking for, without any further direction. Another type of keyword would be a long-tail keyword, which is often more niche-specific or simply involves more words. An example could be “Who can create link building strategies?” Here the semantic meaning carries great value, as the search has indicated a concrete need.
It is therefore important to address both types of searches, so you can assist the user as early in the customer journey as possible — but we will return to that later in this article.
Ready to scale your business?
Businesses I have helped
Kristian Andersen,
Owner of Gulv-Grossisten.dk
Businesses I have helped
Kristian Andersen,
Owner of Gulv-Grossisten.dk
The Customer Journey in B2B: Why It Is Crucial
Understanding the customer journey is an essential part of building a targeted SEO strategy in B2B marketing. In B2B, the buying process is often longer and more complex than in B2C markets. Decision-makers in businesses go through several stages before making a final decision.
By understanding the customer journey, you can tailor your content and SEO strategy to the different stages of that journey. This allows you to deliver relevant information at the right time and strengthen your position as a trusted source of solutions.
The B2B customer journey can typically be divided into the following stages:
In this stage, decision-makers become aware of their needs and begin searching for information about possible solutions.
Decision-makers evaluate different options and compare suppliers or products.
A decision is made and a purchase decision is reached.
For each of these stages, there are specific keywords and content topics that are most relevant. By aligning your SEO strategy with the customer journey, you can focus your efforts and increase the chances of attracting the right leads at the right time.
The Role of SEO in B2B Marketing: Being Visible When It Matters
SEO plays a critical role in B2B marketing, especially when it comes to being found by potential customers in the early stages of the buying process. Research shows that B2B buyers perform an average of 12 searches on Google before making a decision. This makes it essential to position your business in front of those searches.
Once you have identified your target audience personas, you can begin optimising your website and content for the keywords they are likely to use. This involves creating relevant content that answers their questions and solves their problems. The more relevant your content is to your target audiences, the greater the likelihood that they will engage with your business.
Identifying Your Target Audience: Who Are Your Customers?
Audience analysis is about answering the question: who are your ideal customers? This involves defining your customer personas — fictional representations of your typical customers. Personas include details such as age, gender, job title, educational background, preferences, and much more.
”On average, a B2B buyer conducts 12 searches before interacting with a website. This underlines the importance of B2B companies being visible in search results and appearing in relevant searches” – Simon Hall, Innovative B2B Marketing
Once you have clear personas, you can better understand what motivates your customers and how to capture their attention. It helps you tailor your content and SEO strategy to appeal to the specific needs and desires of your target audiences.
Research Supports the Importance of SEO in B2B
To reinforce the significance of SEO in B2B marketing, we can look at various studies and statistics. For example, research from Forrester Research shows that 71% of B2B decision-makers start their buying process with a search. This underlines the importance of being visible in search engines, as this is where your potential customers begin their journey.
Furthermore, research shows that businesses that invest in SEO tend to generate more qualified leads and experience a higher conversion rate. This makes SEO an investment with an impressive return (ROI) for B2B businesses.
Ready to scale your business?
Content Optimisation in B2B
In the early stages of lead generation in B2B marketing, content is king. Creating valuable and relevant content is essential for attracting and engaging potential customers. In this section, we will explore how you can optimise your content to generate leads through SEO in B2B. Content plays a central role in B2B marketing, as decision-makers often search for information when considering different solutions or products. Your content must deliver value and answer the questions your potential customers may have. This builds trust and positions your business as a reliable source. When it comes to B2B lead generation, the goal is not only to inform but also to inspire action. This can include actions such as downloading an e-book, filling in a contact form, or requesting a demo. Your content must create an incentive to take these steps and guide potential customers through the customer journey.
Different Types of Content in B2B Marketing
Content in B2B marketing can take many forms, and it is important to choose the type of content that best suits your goals and your target audience. Here are some of the most common types of content in B2B marketing:
- Informative Blog Posts: Blog posts are a great way to share knowledge and expertise with your target audience. You can write about industry trends, challenges, solutions, and much more.
- Whitepapers: Whitepapers are in-depth reports that explore complex topics within your industry. They offer valuable insights and data that can help decision-makers make informed decisions.
- Case Studies: Case studies show how your business has helped previous clients solve specific challenges. They serve as social proof and demonstrate how your solutions can have a positive impact.
- Infographics: Infographics are visually appealing presentations of data and information. They are easy to digest and can help make complex topics more understandable.
- Video Content: Video content is highly engaging and can be used to present products, demonstrate solutions, or deliver valuable tips and advice.
The choice of content type depends on your goals and your target audience’s preferences. It is also important to ensure that your content is search-optimised by including relevant keywords and meta tags.
How to Optimise Your Content for SEO
Once you have created your content, it is essential to optimise it for SEO to ensure it can be found in search engines. Here are some key steps to optimise your content:
- Keywords: Use keyword research tools to identify the most relevant keywords for your content. This includes long-tail keywords that are more specific and targeted towards your audience.
- Keyword Placement: Incorporate your targeted keywords naturally in your text, headings, and meta tags. Be careful not to over-optimise and keep the focus on user experience.
- Quality Content: Create high-quality content that provides value to your readers. This includes answering their questions and solving their problems.
- Internal Linking: Link to other relevant pages on your website to help spread link equity and improve the user experience.
- Optimise Images: Make sure to optimise images with descriptive file names and alt texts so they can be indexed by search engines.
- Mobile Responsiveness: Check that your content is mobile-friendly, as Google prioritises mobile-optimised websites.
- Sitemap and Robots.txt: Configure an XML sitemap and a robots.txt file to help search engines index your content correctly.
Technical SEO is not only important for making your website search engine-friendly — it also plays a crucial role in the user experience. A website that loads quickly and runs smoothly will attract more visitors and reduce bounce rates.
In B2B marketing, trust and professionalism are paramount. A technically sound website signals that your business is reliable and worth working with. This is especially important when trying to impress decision-makers in companies who expect a certain level of quality and credibility.
Creating an XML sitemap containing all your important pages to help search engines navigate your website.
Configuring a robots.txt file to control which parts of your website should be indexed and which should be excluded.
Ensure that your website uses HTTPS, as this signals security to both users and search engines.
Monitor your Google Search Console for any indexing errors that need to be corrected.
Optimise your website’s speed by compressing images, minimising HTTP requests, and using browser caching.
Technical SEO in B2B
Technical SEO is the backbone of any successful SEO strategy. It covers the technical aspects of your website that affect its visibility in search engines. In this section, we will dive into the importance of technical SEO for B2B businesses and provide advice on how to optimise the technical side of your website.
Mobile Optimisation: Meeting the User's Needs
Mobile optimisation is a key component of technical SEO, as more and more people search on mobile devices. Google has also switched to a mobile-first indexing approach, meaning it primarily uses the mobile version of your site to determine your rankings in search results.
For B2B businesses, having a mobile-friendly website is essential. This ensures that decision-makers in companies can easily and quickly find the information they are looking for, whether they are using a smartphone or tablet. You should ensure that your website is responsive and has a fast load time on mobile devices.
Technical Optimisation: A Smooth Experience for Search Engines
Technical SEO also involves optimising the technical aspects of your website so that it is easy for search engines to understand and index. This includes:
Link Building
Link Building and Partnerships in B2B SEO
Link building is an important part of any effective SEO strategy, and this applies to B2B marketing as well. In this section, we will explore why link building is crucial for improving your visibility in search results and how you can build partnerships and acquire valuable backlinks for your website.
Link Building and Its Importance in SEO
Link building is about getting other websites to link to your website. These links act as recommendations or votes of confidence from other sites, and search engines use them to assess your website’s authority and relevance.
In B2B marketing, link building can help you position your business as an expert within your industry. When reputable websites link to your content, it signals that your business has something valuable to offer.
Building links in B2B marketing requires a strategic approach. Here are some strategies that can help you acquire quality backlinks:
- High-Quality Content: Start by creating content that is worth linking to. This can include informative blog posts, reports, whitepapers, and other resources that add value to your target audience.
- Guest Posts: Contribute to reputable websites within your industry by writing guest posts. This gives you the opportunity to include links to your own website and increase your visibility.
- Link to Others: When you mention other businesses or resources in your content, include relevant links. This can lead to reciprocal link building, where others link back to you as well.
- Build Partnerships: Collaborate with other businesses in your industry to share content and resources. This can lead to natural link building and increased exposure.
- Participate in Industry Forums: Active participation in discussions and forums within your industry can help you establish yourself as an authority and acquire links from relevant sources.
Backlinks from Trusted Sources: Quality Over Quantity
When it comes to link building, it is important to focus on quality over quantity. Backlinks from reputable and trustworthy sources carry greater value than a large number of low-quality backlinks. Search engines also evaluate the quality of the websites linking to you, so it is essential to choose your link sources carefully.
Building links can take time, but it is a long-term investment in your SEO strategy. As you continuously work to improve your link profile and obtain links from authoritative sources, you will see an increase in your website’s visibility and ranking in search results.
Book a free review of your setup
This invitation is for ambitious businesses ready to take their growth to the next level. We’ll explore your goals, identify key opportunities, and see whether we’re the right partner to help scale your business.
In 30 minutes I’ll get to know your business and give you honest input on how we would approach growth — and whether we’re the right team to help you scale.
Frederik Østergaard
CEO & Founder
Online Strategy Meeting
Requirements from Foecon
- You own or work for a business (e-commerce or service)
- You are ready and show up on time
- You are serious about growing your business