SEO is complicated. B2B SEO is inherently more frustrating. The world of SEO is a constantly changing landscape that’s difficult to navigate yet critical to helping your website rank on search engines. In this episode of The Content Callout, David Ellis—the founder of Teranga Digital Marketing, a B2B SEO agency—shares how B2B brands can write quality content while integrating SEO. He helps simplify the process to make it understandable to anyone (a concept all B2B businesses need to embrace with their messaging). Don’t miss it!
Outline of This Episode
- [1:53] Learn more about David Ellis
- [3:36] David’s rapid-fire marketing tips
- [6:50] How to provide quality content while integrating SEO
- [11:30] An SEO strategy for constantly changing content
- [13:54] B2B companies struggle to simplify their product/service
- [16:28] Master messaging (and ditch jargon speak)
- [18:06] How marketing and sales can “play nice”
- [23:18] Why you need a clear understanding of personas
- [26:46] David’s four levers of B2B SEO
- [32:16] The biggest mistake marketers make that prevents success
- [33:44] How to learn more about Teranga Digital Marketing
How to provide quality content while integrating SEO
David loves the balance between the scientific side of SEO (keyword research, structure, analytical/technical side) and the artistic side of SEO (creative and value-based writing). Good SEO combines both worlds. You need to pair quality writing with a solid keyword strategy while following SEO best practices.
There’s a lot of confusion in the SEO space. Many people try to make it sound complicated when it isn’t. You have to make sure your site is technically sound (i.e., pages need to load quickly, images need to be optimized, etc.). Then you have to make sure your key pages are optimized around target keywords and write great content. Then you build in backlinks. At the end of the day, good SEO starts there. Over time, you’ll begin to see results.
SEO changes all the time, so you must constantly adapt. That’s why a good strategy is to always focus on providing valuable content. Why? Because Google cares about customer experience. They want someone running a search on Google to get the best high-quality content. Even if a competitor is using SEO tactics, valuable content will win the long-term approach.
An SEO strategy for constantly changing content
Platforms and software constantly evolve in B2B. Messaging and keyword strategies evolve. What are best practices for continually changing content?
David notes that you have to focus on getting the branding right from day one. He recently spent an hour talking to a new client about marketing 101, branding, and understanding their audience. If they move into new markets down the line, they adapt the SEO strategy as they go.
Typically, there isn’t a need to remove content. Instead, adapt some of your core pages and adjust keywords. This is something you must do consistently regardless of changing messaging. Search engines change. What people are searching for changes. Customers change. So SEO is dynamic and ever-changing.
The four levers of SEO
David shares the four levers to focus on for B2B SEO:
- Technical SEO: This gauges the health of your site. Does it load quickly? Are the images optimized? Are there broken links? These things happen in the background but are a huge ranking factor.
- Optimizing on-page: Look at existing target pages (home, services, solutions, etc.) and make sure they’re built around a strong keyword strategy. This includes analyzing competition to see what they’re ranking for, detailed keyword research, and mapping the market. Where are there keyword opportunities? You want to optimize for words people will search for so they find your page and ideally become a customer.
- Content writing: Create value-based blogs, guides, and articles. This is where you target longer-tail keywords, questions, and informational keywords. But they must support the on-page keywords. Your on-page keyword might be “Account firm in London.” A long-tail keyword you can craft into a blog could be “How to cashflow forecast as a small business.” Long-tail keywords must support the transactional keywords.
- Build backlinks: This is a misunderstood part of SEO, but it’s simple. Get other websites to share your links or link to your website from theirs. It will increase your domain authority and rankings. Over time, this happens organically if you’re writing great content people want to read and link back to. There are methods of proactive outreach to get links—but it’s not always necessary.
The bottom line? Google has to be able to crawl your site and have a clear understanding of what it’s about. David also covers how sales and marketing can co-exist and even benefit each other in this episode. Check it out!