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PACE: The Repeatable Framework for Organic Growth

Repeatable and predictable revenue requires a process for continuous, rapid improvement. By operating with our proprietary PACE process below, you will shift from chaos to confidence in your marketing efforts.

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Plan

Demandwell uncovers what’s driving traffic now, what’s not, and builds a plan to get your content on page one.

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Demand Pages exponentially increase discoverability and traffic for keywords that indicate intent to buy.

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Demandwell uncovers the most effective conversion pathways and leans into them – ensuring that web visitors take action.

Evaluate

Our platform reviews plan performance, then makes adjustments and suggestions on what to do next.

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Traffic alone isn’t enough, so we don’t stop there. We help you execute through the funnel, from improving discoverability and organic traffic all the way to your sales team marking the deal “closed-won.”

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Growth begins with having more people visit your site each month. Let’s create a content plan that will grow the type of users you want to attract.

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Driving high-intent visitors to your site, and optimizing conversion rate of that traffic leads to better prospects for sales, and more deals marked closed-won.

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Importance of SEO for B2B 

It is crucial for today’s businesses to have a strong online presence, since the internet is now most consumers’ first stop for shopping. Search engine optimization, or SEO, is critical these days because most people are using search engines to locate what they need, and then only clicking through the first few results that look like the product or service they want. SEO, or the process of making sure that your website and content are helping get your business near the top of that list, can make or break a new business.  So even for those who operate in the business to business, or B2B, space, it is important to be thinking about SEO. 

When taking a closer look at the importance of SEO for B2B companies, though, there are a few key points to note. First of all, B2B search engine marketing will be the cornerstone of the services that most good B2B SEO agencies offer their clients. However, B2B SEO services should also include a wide variety of options. For example, search engine marketing for B2B should include website maintenance. Given that one of the most important parts of running a website is keeping it maintained, this should be something that a good SEO agency should offer. Likewise, SEO for B2B should include a wide variety of other features as well. For example, keyword research remains incredibly important when it comes to SEO, and companies need to be keeping up with the keywords that are most relevant to their field. 

Clearly, then, SEO and related services remain incredibly important in the B2B space. On the other hand, however, SEO is constantly changing, and most business leaders already have numerous other demands on their time. Therefore, it is important for business leaders to take a look at all their available options, which often include turning to a professional SEO B2B expert for assistance with effective digital marketing. 

At the same time, though, there are a few key points that savvy business leaders should keep in mind when it comes to hiringSEO experts to provide B2B digital marketing services.

SEO Expert

Similar to matters in other parts of the business world, SEO is changing constantly and quickly. Given the pace of these changes, it can be a challenge for someone to keep up if they are not spending their career in this field. Yet SEO remains an important thing to get correct, if businesses are serious about being able to compete and reach buyers online. This is why many savvy businesses are now outsourcing their SEO needs to SEO experts.

When looking for a B2B SEO specialist, though, there are a few factors to consider. First, a lot of business leaders are focused on finding the best SEO consultants, and that is understandable. Savvy business leaders, though, should keep in mind that the best growth marketing consultant for one business might not be the same as the right SEO expert for another. The right fit will depend on factors such as the client’s industry, business size, goals, and much more. Likewise, it is always a good idea to try and find SEO experts with experience in the client’s specific field. For example, those who work in the software as a service (SaaS) industry would benefit from finding an SaaS marketing consultant who knows how this space works and what SaaS buyers are looking for.

Next, it is also a good idea to evaluate the communication skills of the consultant you’re considering. Even if a potential SEO expert has a tremendous amount of experience, they won’t be able to bring that experience to bear for your company if they can’t take the time to listen and adequately understand your goals. Because of this possibility, it is always a good idea to sit down with that SEO expert ahead of time. Make sure you’re both on the same page, that they listen to your requirements, and that they are willing to consider ideas and feedback. You might also talk with them about what specific ideas and strategies they would recommend. By vetting prospective partners in this way, you can determine whether a particular SEO expert will be able to adequately meet your business’s specific needs.

Finally, it is also a good idea to review the services provided by an SEO consulting company. For example, it is important to make sure that website maintenance is included, since posting high-quality content on a regular basis is one of the most important parts of SEO. Likewise, check whether keyword research is included as well. This is worth emphasizing because keywords are always changing , and the keywords that are most relevant to your company today might not be the ones that are most important next week or next month. So you’ll want to ensure that a prospective SEO consultant has a plan in place to address this reality. Finally, competitor analysis is also an important service, since it’s critical to keep up with what the competition is doing so that you will remain competitive in your industry.

SEO Keywords

When it comes to SEO keywords, the algorithms that prioritize and define these items are also going to change regularly. While these fluctuate, though, the backbone of an effective B2B keyword strategy should remain the same. The easiest way to rank well for certain B2B keywords is to produce high-quality content on a regular basis, but it is also critical for businesses to understand that there’s a fine line between including keywords in useful, natural ways, and then stuffing content in ways that will make search engines penalize your website. 

That is another area where working with a B2B SEO keyword consultant can be helpful. A good B2B SEO consultant will understand where and how to include keywords naturally. In addition, this kind of consultant should also be able to guide client companies as they try to figure out what keyword density they should be using. Finally, an SEO firm will also be able to help companies update their content if there are new keywords that have to be targeted.

Keyword Analysis

Another important part of SEO, particularly for B2B companies, is keyword analysis. This needs to be performed on a regular basis, to figure out which industry keywords are being used well and which ones are missing. Companies also need to make sure they keep up with how they are doing when it comes to keyword performance, which includes figuring out where they are ranking for keywords and phrases that are relevant to the industry. If a company realizes that their ranking is starting to slip, then they need to make sure that they intervene quickly, and one of the most effective ways of doing this is by checking on keyword usage. So this should be one of the most important parts of any B2B SEO strategy.

If you are working with an SEO consultant, then keyword analysis should be a service that is being performed on a regular basis. In addition to tracking rankings, it is important to keep up with which keywords are relevant and how you’re using them. B2B keyword research needs to be performed frequently if your company is to keep up with the competition. Also, if you are able to identify new keywords that are important to the industry before your competitors, then you can build your own ranking before they have a chance to respond.

There are a few additional points of importance that should be covered when it comes to keyword analysis. First of all, it is a good idea for companies to look at local keywords as well, since the importance of such keywords may vary depending on the intended target market. Next, companies need to make sure that they are considering long-tail keywords as well. Particularly for small businesses that are trying to compete with large corporations, long-tail keywords are often easier to rank for than smaller keywords, which may be more commonly searched but will also be more competitive since everyone is trying to use them. Finally, businesses also need to make sure that they are tracking their key performance indicators (KPIs) when it comes to keyword research. In other words, they need to make sure they understand what success looks like when it comes to their digital marketing campaigns. This is another important part of keyword research.

B2B Marketing Agency

Ultimately, though, keywords are only one part of search engine optimization, and even though they are incredibly important, it is a good idea to take a look at SEO and digital marketing from a comprehensive perspective. That is where a B2B marketing agency can also be helpful. An experienced marketing agency will be able to help companies in the B2B space figure out how they can develop a comprehensive marketing strategy that lets them reach their target market while also remaining ahead of the competition. Even though a lot of businesses are looking for the best B2B SEO companies, it is also worth thinking about fit when it comes to a marketing agency.

Then too, businesses need to consider the industry in which they operate, since this way they can find a B2B marketing agency with experience in that industry. It is also prudent to take a look at the track record of any B2B marketing agency before moving forward with them. See if the marketing agency is willing to provide you with a list of references whom they have worked with before, and then see what these references have to say about the experience. If these former clients have mostly positive comments, then you may have found your partner, and you can move forward with this specific B2B marketing agency to develop a comprehensive digital marketing campaign.

B2B SEO Agency

Overall, if you are operating in the B2B space, then you should also consider working with an agency that specializes in B2B SEO. The reality is that SEO and best practices in this field  change quickly, and you may not be able to keep up with them unless you are working with a B2B content marketing agency or a B2B digital marketing agency. Likewise, it is helpful to find someone who specializes in B2B SEO, since they will be able to set you up for success. The more specialized the agency, the more detailed your plan will be, and the better tailored it will be to your goals, industry, and intended target market. This is crucial because when you customize your digital marketing plan to meet the needs of your company, then you are placing yourself in the best position to be successful.

Therefore, consider working with an experienced B2B SEO agency. There are plenty of such agencies out there, so at least one will be a good fit. Still, you should take the time to find a B2B SEO firm with the experience and the training necessary to place your company in a position to be successful in your industry. When you implement an SEO campaign well, then you are driving more traffic to your website. The result is more leads, a higher conversion rate, and more revenue overall.

Importance Of SEO For B2B continued

If you are wondering about the importance of SEO for B2B, it is critical to take a closer look at the basic B2B meaning. B2B is a shortened form of “business to business” and this term refers to companies that sell products and services to other companies as clients. Meanwhile, SEO stands for search engine optimization. So, put together, B2B SEO is the process of crafting your online presence to be attractive to search engines while also positioning your site as a place to purchase B2B offerings. B2B SEO services are important because you need to make it easier for potential clients to find you. B2B SEO statistics show that the vast majority of businesses are using the internet, and specifically search engines, when looking for products and services.

If you are wondering why your business needs SEO from B2B marketing professionals, it’s worth keeping in mind that SEO can help you address a number of challenges. Remember that the buying process for businesses is more complicated, and the stakes are high for B2B decision-makers because B2B offerings tend to be more expensive. Likewise, because there are more people involved in making these decisions, B2B buyers tend to initiate a longer sales cycle.

Because B2B buyers conduct a great deal more research online and go through various research phases before they even speak to an individual salesperson, you have to make sure your website shows up high on various search results. That way, you can interact with potential clients at every step of the sales process. This can help you increase engagement rates, develop more leads, and boost your conversion numbers.

SEO for B2B Marketing

If you are wondering how to increase SEO on Google, it might be helpful to take a look at a few B2B marketing examples. SEO for B2B marketing is critical, but an important distinction here is to remember that businesses themselves do not Google things. Instead, it’s people who are Googling things. So, whether you operate in the B2C area or the B2B area, you need to reach the right people. 

When you are developing your SEO strategy for B2B, then, you need to answer three questions, which include:

  • What is your target market looking for?
  • How can you satisfy the needs of your target market?
  • How can you convince search engines, such as Google, that your site can meet the needs of your target market in this way?

If you answer these questions, then you should have a strong foundation for your SEO strategy in the world of B2B marketing. Keep in mind, too, that this is not something you have to do entirely on your own. There are trained B2B SEO professionals who can provide their expertise and guide you through every step of the way. By going this route, you can make sure you are getting the most out of your B2B marketing strategy. Then if you rank higher on search engine results, you can drive more traffic to your website, in turn increasing your leads.

What Is SEO?

So, what is SEO? If you are wondering how to do SEO, it is also helpful to understand that there are multiple types of SEO. As we’ve already seen, SEO is short for search engine optimization, and the SEO definition includes all processes that use content and text intended to help your website rank well in search engines like Google. There are many tools and options that can help you with this: for example, you can use Google Keyword Planner to improve your Google SEO. 

The main types of SEO include:

  • On-Page SEO: This refers to everything you do on your website itself that improves your search results ranking. So this includes articles, blogs, and website layout.
  • Off-Page SEO: This includes everything you do off your website to improve your ranking. For example, off-page SEO includes building links for other reputable sites in your industry.
  • Technical SEO: Technical SEO makes it easier for search engines to index your website appropriately. If your website is easy to index, or to identify what kind of website it is and what it can do for search engines’ users, then search engines will rank it more highly.

If you are wondering “what is SEO in digital marketing,” then it’s worth noting that there are several elements that will each play a role in your SEO campaign, including:

  • Conducting an SEO audit to see what you can do better overall
  • Rank tracking to keep track of your results
  • Link building to improve your domain authority
  • Keyword research to target the right terms your target audience is looking for
  • Content optimization to ensure your content is ranking well
  • Content creation platforms to make it easier for you to create content
  • Content planning tools that can help you figure out when, where, and how you will share your optimized content

These are all important means of improving the quality of your SEO campaign.

B2B Keyword Research

The main thing to consider in B2B keyword research is the wide range of interests that your prospects might have as they utilize search engines like Google.In other words, what problems or pain points are they trying to address? Are they trying to gather information or are they already seeking specific solutions? Have they heard of your company before or are they still looking at all their options?

We can think about this entire process as a sales or marketing “funnel.” There are several phases of the sales funnel, including:

  • Awareness phase: At this point, the prospect is searching for information related to the jobs or issues that your SaaS offerings could address. For us here at Demandwell, this might include things like: “Importance of SEO for B2B SaaS,” “Content Audit Template,” and “How to Make a Content Marketing Plan.” These searches reveal the kind of information that the prospect is searching for: they are looking for content that will help them with their job. They are not necessarily looking to buy something yet, but your company should still be showing up in those searches.
  • Middle intent: At this point, the prospect might be looking into things that reveal a pain point they are encountering as they try to do their jobs without software. For us here at Demandwell, they might be looking for things along the lines of “SEO Conversion,” “Content Strategy Plan,” and “SEO Techniques to Increase Traffic.”
  • High intent: In terms of SEO, you want to be ranking for search terms that indicate the searcher is looking to buy  software. For us this includes SaaS keywords such as “SEO Software,” “B2B SEO Company,” and “Enterprise SEO Platform.” We know that someone searching for those terms is looking into companies that solve a specific need, and we want them to request a demo with us!

By optimizing various pieces of content for the different phases of the research and intent funnel (and not just the sales funnel!), you will show up throughout your prospect’s research journey as they research, learn about, and ultimately prepare to purchase software. This is why you need to focus on building your B2B keyword strategy using the right B2B keywords.

SEO for B2B SaaS

The steps for B2B SaaS companies to manage SEO are relatively similar to the techniques utilized in other industries. The steps in SEO for B2B SaaS that might be recommended as part of a SaaS SEO strategy by a strong SaaS SEO agency include:

  • Run an SEO Site Audit: This is important because it makes sure your technical site infrastructure is setting you up for success!
  • Build a Top Keyword List: You should make sure these represent your full functionality and the full marketing funnel from top to bottom.
  • Write SEO-Optimized Content: This content should address each part of the marketing funnel described above, and you need to be prepared to create a lot of it. Ideally, you should be shooting for five pieces per week.
  • Optimize your Content for Conversions: Do this once your pages are ranking well! Turn that website traffic into leads who will eventually become paying customers.
  • Get High-Quality Links: Ideally, your content is so great that some of this happens organically over time, but that is not always possible. However, link building should be one of the last things that you do, and you should only request a backlink from a domain that is highly related to yours, where your linked content will add value to their site visitors as well.

If you follow these steps, you should be able to get the most out of your SEO strategy for B2B. However, you still need to make sure that you re-evaluate your SEO strategy from time to time. That way, you can make improvements as your company continues to grow.

SEO for Business Growth

If you are interested in how SEO helps your business, then it is important to learn more about SEO growth ideas. SEO business growth is important, and there are several ways in which an SEO growth strategy can be helpful, including:

  • SEO can help you drive more traffic to your website. You can develop a website that stands out from the crowd, making it easier for prospects to find you.
  • SEO can also help you develop the right leads. By increasing the authority of your brand, your website will also rank higher, in turn increasing its visibility. At the same time, this will not happen all at once. Instead, you need to build up credibility and create a positive user experience to gradually convert people who visit your website.
  • If your website continues to rank at the top of search engines results, then you can build user engagement and boost your conversion rate. As more people visit your website, you should see your conversion numbers get better.
  • Of course, you will also develop more leads. Almost everyone uses the internet every day, and there are billions of people who use Google alone on a regular basis when looking for the next products and services they will purchase. If your website is optimized correctly, you will be able to develop leads left and right.
  • Of course, SEO is also cost-effective. Optimizing your online presence will lead to exponential returns. Even a single post can continue developing more conversions for your company, years in the future.

These are just a few of the ways that a strong SEO campaign can deliver results for your business. Make sure you reevaluate your SEO strategy regularly, though: with an ever-changing digital marketplace, you may still need to make improvements in the future.

B2B SEO Agency

Ultimately, if you intend to get the most out of your SEO strategy in the B2B world, then you need to work with a professional B2B SEO agency. This could include a B2B marketing agency, a B2B web design agency, or a B2B social media agency. You should make sure that the B2B marketing agency you select will be able to meet the specific needs of your company. Of course, there are numerous options available. All of them have the same goal: they would like to optimize your site. However, each type of B2B SEO agency will go about this in different ways. If you are looking for a company to help you with B2B SEO specifically for SaaS, you need to partner with an agency that focuses on B2B SaaS services. Ensure that whoever you partner with can handle a wide variety of SEO needs in order to help you drive the right type of traffic to your website, which in turn will spur growth and increase revenue generation.

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