B2B copywriting can be somewhat of a challenge. Decision makers not only need information, they need it delivered in a way that speaks to them and their industry specifically. Online marketing content intended for these busy people must be easy to find, focused and persuasive.
B2B copywriting that utilizes SEO best practices gives you an edge with buyers. SEO makes your copy easy to find, focused and persuasive so that you find your target market—and make the sale.
Try these tips for improving your SEO—and your success—when engaging in B2B marketing:
Choose keywords wisely
Foundational to SEO is the keyword. Assuming you don’t already have a list of targeted search terms, think about all search queries for which you want to be found. Mix in long-tail keywords to catch B2B buyers looking for specific items.
Next, run your list through the Google AdWords Keyword Tool to check for competitiveness and accuracy. This ensures that each keyword is up-to-date and targeted precisely.
Focus each page
Copy for each website page should focus on the keyword strategy for that page. For example, if each product has its own page (and it should), choose the keyword for that product then create content that is centered only on that product. Include the keyword at a density that sounds natural to readers.
Search engine optimization today is all about engaging readers, and nothing engages like benefits. After all, the bell or whistle is interesting, but not nearly as interesting as how the bell or whistle can solve your customers’ problems or improve their daily lives.
Remember, your B2B customers don’t mind hearing about features, but putting the emphasis on the benefits will get them to buy.
Use anchor text
Internal linking with anchor text is always a good SEO practice. And, it helps your B2B customers to navigate your site and find what they want. When creating content for each page, plan out which other page on your site you want to link to, then choose anchor text for the links.
For example, copy on your Product 1 page could link to another related product that readers may find helpful (and may want to purchase along with Product 1). An internal link with anchor text not only directs visitors to a page they may find helpful, it also helps search engines index these pages for the keyword in the anchor text.
It comes as a surprise to some marketers that the images on their sites can do more than just attract readers; they can also count as SEO content. Search engines index images in the same way that they index text, so be sure to optimize them for added SEO value. Create alt tags for your images that contain the keyword for the page that each image is on. The image (and your site) will then show up in image search results for that keyword.
B2B website copywriting may be somewhat technical in its approach, but the end goal is really pretty simple. Use these SEO tips to get found—and convert visitors into buyers.