As a B2B trading and/or manufacturing company! it is highly likely that potential customers will turn to search engines such as Google when looking for the products or services you offer. This means that improving your online visibility on search engine results pages is crucial to any strategic B2B lead generation strategy.
There are several methods you may want to consider to ensure that customers can easily find you when they need to! and that they are attracted to visit your website. One of these is to generate as much relevant organic web traffic as possible through B2B Search Engine Optimization (B2B SEO). The other method is to achieve high visibility in search engines through Search Engine Advertising (SEA)! or paid advertising through Google Ads.
Although B2B SEO and B2B SEA are different parts of B2B lead generation! it is possible (and highly recommended) to create a synergy between the two to maximize your chances of converting a potential customer’s interest into a concrete lead or conversion. Let’s first take a look at the strengths of each technique.
Increase organic rankings and improve user experience with B2B SEO
Increasing your website’s position in search phone number database engine results is the primary goal of any commercial website. Why? The higher your website ranks in the results list! the more visitors it attracts and the greater the chance that these visitors will actually convert into customers.
This makes B2B SEO the perfect tool to increase your website’s organic visibility in Google search results. Developing an excellent B2B SEO strategy can be a time-consuming and complex process: to properly optimize a website! you need to consider not only your web content (e.g. valuable content! use of keywords! avoidance of duplicate content)! but also links (e.g. use internal links! repair broken links) and the technical setup of your site (e.g. page speed! use of keywords in image names).
Once successfully implemented! a good B2B SEO strategy can not only greatly improve your site’s visibility! but also the user experience thanks to valuable and engaging content! user-friendly navigation! and fast loading speeds! among other benefits.
Use B2B SEA for traction and fast results
While B2B SEO is a long-term strategy that can take time to show results! B2B Search Engine Advertising (B2B SEA) can be used to build a brand and customer base faster! as it allows you to show ads in search engine results when someone best B2B platforms for lead generation searches for a specific keyword.
Pay-per-click ads are the most common method of B2B SEA Marketing. These can appear in search engine results and are displayed on the right-hand side or at the top of the page! and are discreetly identified as being ads rather than organic results.
With these ads! the advertiser pays for each click on the ad. Because the choice of keyword determines when your ads are displayed! it is important that you have done in-depth keyword research (which is also part of your SEO strategy) to identify the best terms to use! otherwise you could miss out on your target audience.
Choosing the right keywords (with high volume but low competition) can also help your ad rank higher and cost less.
How B2B SEO and B2B SEA combine to provide extra value
It is important to keep in mind that B2B SEO and B2B SEA are not mutually exclusive. In fact! B2B SEO techniques can positively impact your B2B SEA efforts and vice versa.
For example! to fully utilize your B2B SEA adb directory strategy! you should use the best performing SEO keywords. Furthermore! the calculation of the score in B2B SEA takes into account the optimization of your website content! such as optimizing your landing page by using the same keywords! your website’s quality score (for Google) and the relevance of your website.
On the other hand! your B2B SEA efforts can also impact your B2B SEO strategy. For example! you can use your Google Ads performance data to reintegrate well-performing SEA keywords into a long-term B2B SEO strategy.
Ultimately! search engine marketing should always be about integrating synergies and finding the right balance between SEO and SEA.
