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6 B2B SEO Case Study Insights from Real Brands

6 B2B SEO Case Study Insights from Real Brands

In this post

b2b seo case study

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Search engine optimization is what will allow your business to go from having a great product to one that has a great product and customers finding out about it.

Being on the first page of Search Engines Result Pages (SERPs) is key for making your business visible. In fact, the top three results of Google get 54.4% of all clicks–exactly where our client case studies end up.

However, it’s easier said than done.

To have a strong SEO strategy you need to focus on three elements:

  • On-page SEO
  • Off-page SEO
  • Technical SEO

This means there are many moving parts and in order to have a successful SEO strategy you’ll need to know what you’re doing–and the latest trends.

We at Skale have a team of experts that are more than prepared and ready to up our clients’ SEO game in a way that helps them see real return of investment. Let’s look at some of our own SEO case studies. They’ll help you see how we got the results that we got–and how you can do the same!

1. Doubling product signups with a solid SEO strategy for growth

Skale's case study to double B2B SaaS product signups in 3 months using SEO

Slite is a Series A collaboration software platform that has raised more than $15.4m. Big names like Notion, Coda, and Slab are its biggest competitors.

The challenge (and what we did to double product signups):

After securing an $11m Series A investment they wanted to make SEO their scalable acquisition channel.

What we did:

  • Analyzed and audited current setup and market
  • Built a model to show the potential number of monthly signups that could be achieved through SEO
  • Created a plan of action focusing on each page by understanding conversion rates by intent and the competitiveness of each topic
  • Modified website’s architecture to build a scalable content system, and performed on-page optimization using SEO best practices and techniques
  • Built dozens of high-quality SaaS niche backlinks on the pages we focused on
  • Set up and ran several high-impact A/B tests through Google Optimize to increase the visit to signup conversion rate

The results we got in just three months:

  • Signups doubled
  • Visitors from non-branded SEO tripled
  • Visit to signup conversion rates increased by up to 195% on some sections of the website
  • Achieved position #4 worldwide for high competitive keywords

b2b seo case study

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How you can achieve the same results

The first thing to do in order to create a solid B2B SEO strategy is to make sure you know what you’re working with. This means you need to do a full site and content audit.

The best way to do a thorough audit is to use B2B SEO tools paired with the right knowledge and understanding of what to look for– ahem, an agency with a team of experts can be exactly what you need! SEO tools will help you better analyze what your keyword strategy and blog pages are doing for you in terms of organic traffic. You’ll also see what your landing page and referring domains are doing for you.

It’s also important to perform a technical SEO audit to make sure your content and website have all the technical aspects in place: site speed, crawlability, schema markup, etc. Additionally, don’t forget to do a competitive analysis. By doing a competitor analysis , you’ll see what’s working for your rivals, and what content gaps there are that you can seize.

2.  Increase organic traffic by 568% with a 12-month content marketing strategy

Skale's B2B SEO case study showing how we increased organic traffic and ranked for competitive SaaS keywords

Nathan Latka is a serial entrepreneur, podcast host, and best-selling author. He helps SaaS founders and investors by providing insightful data on SaaS companies by region, industry, and more.

The challenge (and what we did to increase organic traffic): 

Nathan Latka wanted to compete against company insights databases such as Owler and Crunchbase., as well as attract a strong SaaS audience to his website. Among other tactics, this meant using SaaS-related keywords, which are extremely competitive.

  • Audited Nathan’s current set up placing a special focus on its technical SEO efforts
  • Built a developer-friendly plan for his engineering team to implement that would focus on increasing organic search growth
  • Carried out extensive keyword research to build a 12-month SaaS content marketing plan
  • Ran a ‘Top SaaS Companies’ ranking campaign to build SaaS-specific links back to his domain
  • Crafted a link-building strategy with a focus on outreach to tech brands

The results we obtained twelve months later:

  • Qualified organic clicks increased by 568%
  • Dethroned giants like Owler and Crunchbase for high-intent keywords like “Typeform revenue,” “Loom revenue,” and “Semrush revenue”
  • Scored page number one position for various competitive keywords such as “ARR,” “ARPU,” “run rate,” “revenue growth,” and “renewal rate”

How you can see the same results

One of the best ways to increase organic traffic, and what we did with Nathan Latka, was focusing on on-page optimization.

Keywords are an important on-page factor. An important element of on-page SEO is keywords. In order to really get the most out of your keywords make sure you’re:

  • Including them in your URLs
  • Including them in your H1 titles, and H2 and H3 subtitles
  • Using tools like Clearscope and Surfer to create high-quality content that includes relevant keywords
  • Using them in your meta description

Additionally focus on placing high-quality outbound links and making sure that your user experience, mobile friendliness, and image optimization are on point.

3. Increase signups and organic clicks with a link-building strategy

Skale's SaaS SEO case study showing how we increased organic clicks and signups for Piktochart

Piktochart is a pre-seed web-based design app that helps users easily create infographics, presentations, reports, and many other graphic designs.

The challenge (and what we did to increase organic clicks)

Piktochart wanted to increase ranking on Google and product signups. However, since they’re a new player in an area with fierce competition such as unicorn Canva and Venggage, they wanted to focus on off-page SEO–specifically, link-building.

  • Built a model to understand the potential number of monthly sign-ups and traffic that Piktochart could achieve through SEO based on their existing content
  • Approached link-building by intensely focusing on pitching high-quality articles about a single topic (presentations) to authoritative partner websites in the business and design niche
  • Link-building efforts were focused on only two key pages during one period
  • Various on-page technical improvements were made across their website

The results we saw in just three months:

  • Signups increased by 860%
  • Visitors from non-branded SEO on two key presentation pages increased 9x
  • Managed to rank #2 , above the billion-dollar giant Canva, for the highly transactional keyword “presentation maker”–with fewer referring domains than Canva

Link-building is a powerful practice, helping you:

  • Optimize brand exposure
  • Increase referral traffic, website visibility, and trustworthiness
  • Connect with more people in your industry

To build a strategy that yields notable results, focus on quality over quantity . It’s about creating helpful content pieces, not about directly selling your product. With various tactics such as increasing linked brand mentions, backlinking using badges, and building brand visibility through your partners and vendors, you’ll start to notice a difference. You can also use media, like B2B podcast interviews, press releases, and roundup articles to support your link-building strategy. It takes time, persistence, and effective networking, but, done right, your efforts will be worth their weight in gold.

4. Re-optimize existing pages to lower cost per opp 

B2B SEO case study showing how optimizing pages can help lower cost per opp

Perkbox products support employee well-being, employee recognition, company culture, and more–all to help with recruiting and retaining the best possible talent for your team.

The challenge (and what we did to re-optimise existing pages)

Due to annual contracts in the industry, but high deal value, it was critical for Perkbox to make sure they were high on the rankings when the target audience was searching for a solution. This meant it needed to rank for high-intent keywords.

  • In-depth SEO auditing to find out what needed to change to see the most impact in the shortest amount of time
  • Thorough keyword research and content planning
  • Optimization of existing content and landing pages
  • Creation of new landing pages and blog articles
  • High-quality link-building strategy

The results we achieved ten months later:

  • Non-branded organic clicks increased by 49.2%
  • Non-branded organic MQLs increased by 102%
  • Opportunities increased by 40%
  • Reached a cost per opp of just £110

Alistair Pike, Skale’s Growth Strategy Lead , shares how the SEO strategy played out: 

“ We identified pages where MQLs had dropped when compared to their peak performance and established the cause. We refreshed the (dated) content model so that we had a more accurate and inclusive view of where the MQL potential lay. 

We also identified actions for key MQL-driving & high-potential pages: missing CTAs? Need links? On-page optimization opps? All of the above? Once we executed all of these, we saw an increase of 102% on non-branded organic MQLs. “

Graph showcasing the increase in non-branded clicks and MQLs

On-page SEO is just as important as off-page and technical SEO.

In this case, and for anyone looking for similar levels of success, on-page optimization is key. One element we focused heavily on was the meta titles and H1s.

For example, their platform page had strong backlinks, but the keywords they were using were not the optimal. By reoptimizing these pages for high-intent keywords, which included (but were not limited to the H1s and meta titles), combined with detailed content briefs, these pages now rank at # 1 on Google UK.

5. Rank first for competitive keywords through content and link-building

Moonpay is an extremely fast-growing cryptocurrency payments platform, launched in 2019. By 2022, they already have an impressive valuation of $3.4bn, after a Series A funding round of $555M.

The challenge (and what we did to win competitive keywords)

The crypto space is one with fierce competition. Moonpay wanted to rank for high-intent B2C keywords like ‘buy Ethereum with credit card’ or ‘buy USDT.’ To be able to do this, giants in the space had to be outranked: Coinbase, Binance, Kraken, and others alike.

What we did: We focused on creating a link-building strategy that would get valuable content from relevant topical authority websites in the cryptocurrency niche.

We vetted domains, researched and pitched content collaboration ideas, and then we created and published high-quality content that linked to target Moonpay’s URLs every month.

The results we saw in eight months:

We achieved an increase in non-branded organic clicks to targeted pages of over 7K per month.

There are multiple tactics you can implement to see similar results. First, find websites to reach out to, that have relevant topical authority. Gaining a link from these websites will boost your business’s credibility, which you can build on by constantly creating high-quality content. When a website has topical authority, it is more likely to be considered trustworthy. 

Additionally, you should use varied anchor texts for both internal and external links. A phrase match anchor text, for example, will include your target keyword(s) but link to a sentence or phrase related to the article you will link to. 

Anchor text diversity is key: done right, it can have a very positive influence on rankings. Conversely, it’s important to make sure you’re not using the exact same anchor text constantly, as it can cause search engines to view it as a way to manipulate their results.

6. Increase organic product signups through technical SEO

Skale's Attest SEO case study showing an 8.5x increase in organic product signups.

Attest is a series B consumer research platform that has raised more than $95m in investment funding.

The challenge (and what we did to increase organic signups)

Market research, consumer insights, and SaaS are all industries that are highly competitive. With players like Qualtrics and Survey Monkey, the playing field can feel pretty tight, and even more complicated when you’re competing for terms like ‘market research’ against giants like HubSpot.

Attest wanted to drive organic signups–they already had good non-brand organic traffic, but it came from low intent keywords.

  • Audited the entire website and content and created a detailed keyword research and content planning
  • Made sure technical SEO was on point and made adjustment where needed
  • Created content that prioritized high intent keywords
  • Applied on-page optimization
  • Created a link-building strategy for the high intent keywords

The results we got in just over a year:

  • High-intent keywords like “market research tools” and “how to measure brand awareness” now rank number one on Google
  • Organic product signups have increased 8.5x
  • Non-branded organic traffic increased by 1.85x

Making sure your website’s technical SEO elements are working will allow your content to have a chance to be crawled, viewed, and ranked by search engines.

Additionally, having the right link-building strategy will help you in a competitive space. However, remember that in order for link-building to work you need to establish a strategy and focus on just a few specific goals.

If you want to rank for 10+ highly competitive terms, you’ll probably fail. Choose the ones that really matter, the ones that have high transactional intent–if your goal is signups–and do a continuous effort in that direction.

Alexandra Hillyard, Skale’s SEO content specialist, says: 

“When you’re focusing on high-intent keywords, the end goal isn’t about dedicating all of your effort to that term alone – it’s about creating a user journey to the high-intent term, which means including low to mid-intent content pieces that lead the user to the end goal. This helps you build out topical authority (because you’re also including the long-tail variations for the targeted keywords), improves your internal linking structure, and creates a holistic SEO strategy.”

Ready to scale your SaaS SEO with Skale?

Each case study we looked at shows that when you implement SEO in a smart and strategic way you can really drive the results you’ve been looking for. 

Let experts from a B2B SEO agency like Skale– hello! –do the heavy lifting for you. There’s no need for you to try and catch up with SEO trends , we’ll do that for you too. You’ve seen the results we can bring to our clients, want to see what we could do for your SaaS Book a call , and let’s find out.

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B2B SEO Case Study FAQ

1. is seo effective for b2b.

SEO is extremely effective for B2B companies–when done properly. It helps achieve strong organic visibility across all stages of the sales funnel, which will increase customer acquisition.

2. How do you write a B2B case study?

To write a B2B case study you should answer the following questions:

1. What was the challenge faced? 2. What were the goals established? 3. What steps were taken in order to achieve the desired outcomes? 4. What were the actual results?

Remember to only do case studies on brands you can actually name to not violate confidentiality agreements. Plus, don’t be afraid of asking brands for quotes to include in your case studies for further evidence of your work.

3. Are B2B case studies good for SEO?

B2B case studies are good for SEO for multiple reasons:

1. They help you add content to your blog that’s valuable to future customers 2. They are great as social proof of your capabilities 3. They add important keywords to your website

Whenever you have results that can be shared, construct a B2B case study and publish it. 

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Are you looking to hyper scale and validate your B2B SEO channel?

How to Create a B2B SEO Strategy in 9 Steps

Anna Rubkiewicz

Published: June 25, 2024

If I were to name one thing that I’ve learned throughout the years as a content marketer, it’s that strategy always comes first.

business people discussing SEO strategy

Otherwise, you face the risk of chaos. You either end up writing on random topics that don’t fit your intent and personas well, cannibalize your existing SEO keywords, or run out of ideas.

→ Download Now: SEO Starter Pack [Free Kit]

Also, considering AI and Google’s bold modifications of their search engine, you can’t operate without a solid plan in today’s landscape.

In this piece, I’ll tell you how you can create an SEO B2B strategy and share tips from B2B marketing experts.

Table of Contents

What is B2B SEO?

How to build a b2b seo strategy, tips for creating a b2b seo strategy.

B2B SEO is a digital strategy used by companies to drive more organic traffic to their website through search engine optimization.

The key element of every B2B SEO strategy is selecting keywords that will attract theright target audience, and choosing the appropriate content format for them, be it a landing page, blog, case study, etc.

Ultimately, it comes down to knowing your target audience, including their needs and behaviors, and creating content that addresses those needs — all the while optimizing for the search engines.

b2b seo case study

Complete SEO Starter Pack

An introductory kit to optimize your website for search.

  • Increase your organic traffic.
  • Plan your keyword strategy.
  • Debunk SEO myths.
  • Build a blog strategy.

Download Free

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Click this link to access this resource at any time.

B2B vs. B2C SEO

If we look at the SEO ranking mechanics in Google, the same guidelines apply to B2C and B2B.

It refers to things like URL structure and page loading time, regardless of whether you sell to consumers or businesses. But if you look beyond search engine technicalities, that’s where the similarities end.

For starters, B2B audiences vary from consumers when it comes to why they’ve landed on your site. It’s not about finding a service or product that fits their individual goals: they’re acting as a business representative.

Even if they would like to use your solution, there might be other decision-makers at the company. This also means it’s harder to put your B2B marketing personas into segments than it is in B2C.

For example, a supplement store could classify clients into wide groups like “pregnant individuals” or “breastfeeding individuals.”

The former would probably want to buy prenatal vitamins, while the latter would focus on supplements that help them recoup post-pregnancy.

B2B SEO strategy; differences between B2C and B2B SEO.

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B2B SEO Case Study: How We Helped These 6 B2B Brands to Get More Traffic and Sales

b2b seo case study

Key Takeaways

Google currently has a 91.37% market share of the search engine market worldwide. ( Statcounter )

Most professionals and decision-makers use Google to search for information and products. Hence, creating and implementing an SEO strategy is critical to B2B business success.

61% of marketers reported that improving SEO and growing their organic presence were their top inbound marketing priorities. (Source)

A B2B SEO strategy combined with your content marketing strategy is vital to generating relevant organic traffic and driving leads and revenue growth for your business.

Furthermore, it helps you to build a relationship with prospects at each stage of their buyer's journey, helping you get lasting results in terms of sales and conversions.

At TripleDart , we've worked with numerous B2B businesses to help them gain relevant topical authority and search engine rankings for their targeted keywords.

In this article, we bring you handpicked B2B SEO case studies from our B2B SEO agency's repository.

So, hold on tight and get ready to immerse yourself in some excellent insights from some real-world examples.

B2B SEO Case Study #1: How We Helped RevenueHero Achieve a 200% Increase in Organic Traffic

RevenueHero is a B2B software that integrates with a company's lead capture forms to qualify prospects in real time and then schedules meetings with the appropriate sales representative.

This process aims to shorted sales cycles and increase conversions.

b2b seo case study

In this case study, let us understand how we helped RevenueHero achieve its SEO goals.

To build and grow a sales pipeline from organic search for RevenueHero.

The Challenge

With a lack of an existing SaaS startup SEO strategy in place, TripleDart had to work from ground level to build an SEO and content marketing strategy that drives conversions for RevenueHero.

The Strategy

  • We built and executed a product-led content strategy by creating 30,000 words of high-quality content monthly. We published 10 to 15 keyword-driven blog posts every month.
  • Drove topical authority by implementing hub & spoke content structure.
  • Conducted monthly content audit to improve ranking and relevancy and prioritised low-difficulty keywords.
  • Combined organic marketing with performance marketing to accelerate results.

The Results

With our consistent efforts, we were able to achieve a 200% increase in organic traffic for RevenueHero in a matter of three months.

Furthermore, some of the blog posts we published quickly rose to the top of the SERPs. What's more, they got 50 plus rich snippet features.

How to do it for Your B2B Business

Go to the heart of the challenges your customers are facing and push out product-led content that aims to offer tangible solutions. Use search engine optimization as your key weapon to rank on search engines. Finally, don't forget to keep tabs on the latest B2B SEO trends.

Case Study #2: How We Helped Storylane 5X Their Organic Search Traffic

Storylane is a versatile no-code platform designed to help teams create and share interactive product demos quickly and efficiently.

It offers a range of features, including a browser extension for capturing product flows, a powerful editor for making HTML edits without coding, and the ability to add guides and widgets to highlight product features.

B2B seo case study

To create product awareness and drive sales with the help of SEO and content marketing.

The primary problem was identifying ways to create brand awareness for a unique product offering. At the same, we had to work on pushing high-intent content to drive conversions for this emerging startup.

Because the product operates in a narrow niche, it was for us to identify the best keywords across the customer journey.

  • We created a content funnel for each product category/feature, creating content covering all intent combinations, which helped us boost the topical authority in relevant keyword categories. Also, this helped Storylane rank for the keyword - interactive product demo in 1st position in North America.
  • We curated Top-of-Funnel (TOFU) content that was heavily focused on product demos. This helped create relevant content and attain topical authority.
  • We captured high-intent search traffic with BOFU content and SEO-driven landing pages.
  • We worked on getting several backlinks from Storylane’s client base. This helped us improve Storylane’s domain authority and search engine rankings.

We saw Storylane's traffic go up by five times. Also, our team helped Storylane get 400-plus demos and 140-plus paying customers in just six months!

Drill deeper into your keyword research to understand which keywords are most relevant to your business. Align your keyword research with your customer journey so you can deliver content that meets the needs of your audience.

Don't forget to back up quality content with backlinks and other promotional activities.

Case Study #3: ShippingChimp Saw an 8X Increase in Their Traffic

SEO case sudy

ShippingChimp is a cloud-based e-commerce operations platform that helps retailers automatically sync their orders, customers, and logistics information in one place to supercharge their customer experience and reduce operational expenses with data-driven decisions.

From contributing to the post-purchase experience to driving repetitive orders, ShippingChimp helps eCommerce companies to significantly scale their business.

To identify the relevant keywords and to generate organic traffic that leads to conversions.

Struggling with a vast range of ICPs, ShippingChimp encountered mixed results on search engines. That’s when they reached out to Tripledart seeking expert guidance on SEO combined with content marketing.

  • Webpage migration
  • On-Page SEO optimization
  • SEO-focussed content strategy
  • Improving the relevance of existing content
  • Building page authority using strategic internal linking
  • Performing frequent technical audits

With our SEO-focused content strategy, ShippingChimp saw an 8X increase in traffic, a 2.5X improvement in search rankings, and 5X in pipeline growth.

When doing content marketing, ensure you don't ignore technical SEO. It's ideal to make use of the right B2B SEO tools to conduct website audits regularly and keep your website free from any SEO-related issues.

Work on optimizing your existing pages and work on creating an optimum internal linking structure for your website.

Be persistent with your link-building strategies to acquire quality backlinks to some of your main website pages and resources.

Also, a thorough competitive analysis is needed to create valuable and audience-centric content.

Case Study #4: How Databrain Recorded a 16X Jump in Ranking Keywords in Six Months

b2b seo case study

Databrain is an embedded analytics solution that helps businesses build white-labeled reports for their customers. Making data-driven decisions is easier with this SDK solution as it helps you create reports that offer deeper insights and visual analysis.

Their SDK can be connected to anything, therefore giving businesses the option to add a reporting dashboard without creating their own from scratch.

As a new player in the embedded analytics space, Databrain had to start building its B2B content repository. At the same time, this enterprise SaaS company needed to work to compete with the likes of Tableau and Power BI.

To work on targeting BoFu keywords with relevant and in-depth blog content and drive high-intent website traffic that leads to conversion growth for Databrain.

From identifying the right target keywords to listing BoFu pieces, the SEO team at TripleDart found the missing piece in Databrain’s content marketing strategy.

  • We focused on discovering bottom-of-the-funnel keywords to assist the client in steadily increasing high-intent website traffic.
  • We identified and created industry-specific solution pages that address user pain points, a strategy that helped us boost conversions significantly.
  • We also identified the top industry players and created comparison pages to showcase the benefits of choosing Databrain
  • Our team diligently worked on developing cluster pages to display features like embedded analytics, customer-facing analytics, etc., to boost Databrains topical authorities in these areas of expertise.
  • Our SEO experts conducted in-depth technical audits to identify and resolve persistent website SEO issues.
  • After identifying low-performing website pages, we meticulously performed on-page optimization of all such pages by improving keyword density, using keyword variations, strategic internal linking, and improving page metatags.

With our dedicated efforts at executing a relevant SEO strategy, Databrain saw a 1600% increase in ranking keywords. Furthermore, our content creation efforts helped Databrain achieve a 2X increase in organic traffic in a span of six months.

As a B2B marketer, you must be aggressive about creating authority for important landing pages on your website. Be focused on linking these pages to valuable content that drives user action.

On the other hand, you can use content optimization to achieve SEO results for your branded content. Conduct regular technical audits to improve organic visits and online visibility.

Case Study #5: How We Helped Multiplier Scale Their Conversion Volume by 50%

Multiplier is a SaaS platform that eliminates the complications of international employment, payroll, and compliance.

SEO case study

Lack of cohesive demand generation strategy that uses organic SEO and paid campaigns for business growth. A fairly new website that required us to work harder to build its domain domain authority.

Building and growing their sales pipeline to drive conversions and revenue.

Multiplier hired us to spearhead their search engine optimization and content marketing combined with paid marketing efforts. We built an end-to-end lead generation engine to get consistent results for the SaaS product.

Here are the key elements of the strategy we executed for Multiplier:

  • Longtail keyword research and targeting
  • On-page SEO
  • SEO focussed content creation
  • Structured Google Ads
  • Multichannel paid social strategy
  • Landing page strategy

Using a long-tail keyword strategy as the foundation for creating valuable blog content, we were able to help Multiplier generate high-quality organic traffic and leads. As a result, they saw a 200% increase in organic traffic and a 50% increase in conversion volume.

Don't get disheartened by the fact that your domain rating is low. Targeting long-tail keywords for your B2B SEO can help you tap into the low-hanging fruits and quickly get relevant organic traffic for your website.

Complement this strategy with landing pages to convey why your services are the best. Keep tabs on your Google Analytics dashboard to track results and work on improving your content and your messaging.

Case Study #6: How BiteSpeed Witnessed a 100% Increase in Organic Impressions

BiteSpeed is a revolutionary SaaS product that helps Shopify-based e-commerce brands to move away from boring, impersonal marketing emails and sell with the help of B2C chat applications.

They help e-commerce store owners boost their revenue by helping them with abandoned carts and conversion optimization.

A wider TAM meant extensive content production to reach and connect with BiteSpeed's scattered customer base. Also, it was vital for us to focus on Shopify-focused keywords and topics. However, since these keywords had a high search volume, their difficulty level was also much higher.

Moreover, a large part of the SERP real estate for all such keywords was owned by Shopify and existing industry thought leaders.

To build and execute a steady organic marketing strategy for BiteSpeed.

Our SEO experts focused on three core elements of a winning SEO strategy: authority, relevance, and experience. We put all our energy into finding the right keywords and topics and creating high-quality content. Here's how we generated the desired business outcomes for BiteSpeed:

  • SEO focussed content strategy
  • On-page optimization
  • Strategic internal linking
  • Technical website audits
  • Programmatic SEO to build important pages around best Shopify apps for several categories

By producing 150K words of high-quality and user-intent-focused content, we were able to help this D2C brand achieve a 200% increase in traffic and a 30% increase in opportunities on a month-on-month basis. With our efforts, BiteSpeed also got 50 plus rich snippet features in just three months!

Organic SEO and content marketing is about sticking to the basics. Keep creating valuable content and keep optimizing existing content to see your blog pages rise in popularity and attract relevant leads to your business.

Final Thoughts  

It is evident that SEO and content marketing are effective strategies to give wings to your digital presence and build a content-based marketing pipeline for your B2B business. These strategies not only help you get organic visits on your website, but they also help you drive lasting results in terms of sales and revenue.

At TripleDart, our team is passionate about helping B2B startups expand their businesses through B2B SEO and content marketing. With our single-minded focus and dedication, we were able to deliver amazing results for all the B2B companies mentioned in this post.

And we'd love to see your B2B company rise to the top and acquire a huge chunk of the SERP real estate.

So, if you're looking for a B2B SEO agency , please book a call with one of our experts.

Manoj Palanikumar

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B2B SEO Case Study: How We Helped Boost Mind the Graph’s Organic Traffic by 400%

blog-author

  • 1. About Mind the Graph
  • 2. SEO Strategy for Mind the Graph
  • 3. Technical SEO & Website Restructuring
  • 4. Effective Content Strategy
  • 5. Building Backlinks
  • 6. A B2B SEO Success Story

The 2023 Marketing Mix Report shows that search engine optimization (SEO) is the most implemented B2B marketing strategy. B2B organizations from several industries use this tactic to improve brand awareness, target relevant audiences, and generate leads.

This B2B SEO case study proves that SEO and content marketing can target even the most elusive audiences. If you are wondering whether you can use SEO to target that one particular designation in one specific industry for your B2B company, this case study will answer your question.Here’s an account of how Growfusely turned Mind the Graph into a B2B SEO success story.

About Mind the Graph

Mind the Graph is an online designing tool specifically created for scientific and academic purposes. The platform caters to a very niche audience comprising of scientists, academicians, and students of scientific disciplines.

Mind the Graph wanted to increase its online visibility to attract relevant audience. But, the platform’s target audience was a tricky one. They could not be targetted with general high-volume keywords and would not respond to popular content formats.

Scientists and academicians have a unique approach to research, even when looking for an online designing platform. This audience would only accept information from credible sources with exceptionally high standards.

SEO Challenges

  • Mind the Graph targeted a very niche audience with a very specific need.
  • The website’s structure was not organized.
  • Several users were spamming the website.
  • The website had many irrelevant backlinks.
  • The blog pages had thin content and poor keyword targeting.
  • There were limited credible opportunities to generate backlinks for the niche.

b2b seo case study

Mind the Graph approached Growfusely to seek help with their SEO and content marketing strategy. The project began in September 2020, and we saw significant results within six months.

  • To generate organic traffic for Mind the Graph’s website
  • To attract scientists, professionals, academicians, and students of scientific disciplines
  • To get brand mentions from authoritative websites

SEO Strategy for Mind the Graph

We were targeting a unique community for Mind the Graph. That makes this campaign an interesting B2B SEO case study. While the broader aspects of the SEO strategy remained the same, we had to dig deeper at each stage to reach this distinctive audience.

Targeted Keyword Research

We divided keyword research into three phases:

  • Phase 1: Identifying existing keywords on the website
  • Phase 2: Identifying short and long-tail keywords for different audience segments
  • Phase 3: Identifying keywords for individual content pieces

b2b seo case study

Keyword Research Phase 1:

The first phase was part of the technical SEO audit. We exported a list of keywords and phrases on the website. Then we separated the ones it was already ranking for. Based on this, we searched for relevant keywords and contextually related search terms.

Keyword Research Phase 2:

We used SEO tools to search for keywords to target different audience segments based on the following criteria:

  • General terms that people used to search for such tools.
  • Keywords related to challenges faced by users in designing scientific visuals.
  • Keywords related to various uses of Mind the Graph platform for different purposes.

We listed out a set of keywords to target each group based on these criteria. Most of these were long-tail keywords with relatively low monthly search volumes. But they helped us precisely target our intended audience. Alongside these, we also targeted high-volume keywords that people used to search for such graphic designing tools.

Keyword Research Phase 3:

This phase of keyword research ran alongside content marketing . Each piece of content targets a set of keywords. In this phase, we looked for similar, closely related, and contextually related words/phrases for each targeted keyword.

In each phase, we prioritized the keywords based on relevance, volume, and competition. The first two phases gave us keywords to optimize the on-page optimization and link-building. The third phase gave us keywords for content marketing and building topical authority.

Technical SEO & Website Restructuring

b2b seo case study

The technical SEO revealed a lot of structural issues with the website. These problems hampered crawling and indexing. Below are some of the biggest technical SEO problems that we identified and fixed:

Unnecessary Scripts

Mind the Graph’s website has several unnecessary scripts that hindered web crawlers. These scripts also hampered the website’s loading speed. We removed all such scripts from the website.

Subdomain Migration

Mind the Graph hosted some important web pages on a sub-domain. We helped them successfully migrate these to their primary domain.

Duplicate Content

Owing to a technical glitch, the search engines were indexing multiple versions of certain web pages. We used 301 redirects on mirror versions to remove duplicate content. This created a single indexable version of the website.

Index Saturation

Some pages were obstructing search engines from indexing important pages. We identified the URL pattern of such pages and used nofollow and noindex commands to fix this problem.

Several visitors were spamming the website with irrelevant URLs and blank infographics containing backlinks. This reduced the website’s credibility. We removed all such links from the website. Additionally, we used nofollow and noindex commands for some of the website’s features, which prevented the users from spamming the website.

Low-Quality Backlinks

The website had several backlinks generated through forums and RSS feeds. Many of these backlinks were irrelevant and came from low-quality websites. We disavowed all such links to improve the website’s reputation & topical authority.

Aside from these, there were several minor technical SEO issues we fixed to improve the website’s indexability, loading speed, architecture, core web vitals, and user experience.

Effective Content Strategy

Before initiating a new content strategy, we analyzed the existing content on Mind the Blog’s website. We discovered the website had thin content in blogs and landing pages. While some of these blogs had potential, others were harming the website’s SEO and had to be removed.

Thereafter, we split the content marketing strategy into three operations:

  • Updating existing content.
  • Create high-quality blog content for Mind the Graph’s website.
  • Contribute valuable content to high-authority websites to generate quality backlinks.

b2b seo case study

Content Operation 1: Updating Existing Content

We turned thin content pages into detailed articles and optimized them for relevant keywords. A majority of these were informative guides on how to create visuals for different scientific disciplines.

Content Operation 2: Creating Blog Content

We created unique content for different audience segments such as students, researchers, PhDs, and so on. We also diversified the content based on the uses of scientific visuals in research papers, dissertations, educational materials, etc.

These articles included user guides, checklists, tips, techniques, and best practices to help the audience design diagrams, infographics, posters, and GIFs. The new content also improved the website’s keyword targeting, internal link structure, and topical authority on relevant subjects.

Content Operation 3: Guest Blogging

We collaborated with high-authority websites to generate valuable content for their audience. For this, we focused on the websites that had topical authority for targeted keywords and the ones that were used by our target audience as a source of information.

Building Backlinks

Mind the Graph has a unique niche, so there were only a few websites with relevant topical authority. So we morphed our approach to get backlinks through these sites.

The backlink-building strategy for this B2B SEO success story focused on three goals:

  • Establishing Thought Leadership
  • Promoting Blog Content & Landing Pages
  • Developing Topical Authority & Domain Authority

b2b seo case study

Our guest blogging efforts achieved all these goals. They got us a lot of valuable backlinks from high-authority websites as well as reputed scientific websites. We also got citations for our home page, service pages, and template pages through this activity. 

The key difference in our backlink strategy for Mind the Graph was the anchor texts. Instead of focusing on just relevance, we used the anchor text to build topical authority on high-volume keywords. This nudged the search engines to consider Mind the Graph’s landing pages to rank for those keywords.

Our strategy got Mind the Graph featured on some renowned platforms. Here are some of the prominent ones:

Websites from which Mind the Graph got backlinks

It was not just Mind the Graph that benefited from our contributions. Many of our guest posts received positive reactions on the host website. Some of these generated over 17,000 reads. So you can use this B2B SEO case study to guide your guest blogging and backlink strategy as well.

Science website screenshot

A B2B SEO Success Story

The success of an SEO strategy depends on a lot of factors. The Mind the Graph campaign is a great B2B SEO case study because each factor worked perfectly and it is evident in the results.

b2b seo case study

400% Higher Organic Traffic

We began the SEO campaign in September 2020 and by March 2021, the organic traffic was 400% higher. The below graph shows organic visits per month.

400 percent increase in organic traffic

You will notice that there are two major upswings in organic traffic. We can attribute the first one to fixing technical SEO issues. These practices were the foundation for our B2B SEO success story. The second upswing resulted from consistent efforts in content marketing, on-page optimization, and off-page SEO.

100% Rise in Referring Domains

We also saw excellent output from content marketing and backlink-building efforts. The number of referring domains went from 430 to 880 between September 2020 and March 2021 (see the graph below).

Mind the Graph witnessed 100 percent increase in referring domains

420% Rise in Referring Pages

Alongside referring domains, we also saw a 420% rise in the number of referring pages (see the graph below). The rising number of referring domains and pages can be attributed to content marketing and link-building activities.

420 percent rise in referring pages

42.59% Rise in Ranking Keywords

In August 2020, Mind the Graph’s website was ranking for 6,538 keywords. We saw a gradual rise in this number as the campaign progressed (see the graph below). By March 2021, the website was ranking for 9,323 keywords.

Ranking keywords increased by almost 43 percent

It is important to note that these results took time to manifest. Aside from organic traffic, the other metrics began to rise within 3 to 4 months. But, once the strategy showed results, it was definitely a B2B SEO success story. The campaign involved a lot of intricacies that were unique to the website and its target audience. 

But you can use B2B SEO case studies as examples to help design your strategy. However, as each business is unique, you will need to alter your approach based on the industry and target audience.If you like, you can get help from Growfusely to design and execute your SEO strategy. You have already seen the results we can achieve in this case study. We can do the same for you and more. Let’s start a conversation .

blog-author

Pratik Dholakiya is the Founder of Growfusely, a SaaS content marketing agency specializing in content and data-driven SEO.

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B2B SEO case studies

Explore the world of B2B SEO through our insightful case studies, shedding light on the bespoke strategies crafted for business-to-business engagements.

Uncover the meticulous processes of SEO content creation, competitor analysis, and on-page optimisation that have bolstered the online presence of B2B enterprises.

Each case study is a testament to the power of tailored SEO solutions in enhancing website visibility, driving quality leads, and fostering business relationships.

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How We Helped a Plastic Molding Manufacturer Get Out of a Google Penalty and Scale Business Internationally

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In today’s highly competitive digital marketplace, businesses must consistently generate organic leads to remain profitable. However, certain industries experience seasonal variations in demand, which can result

The client is a Malaysian website that provides rental equipment and services for organising events. We took over as their SEO partner in July 2022.  The

This is a quick extension of a previous case study for our client, which deals in local rental and coworking space business in Singapore. They had

We took up work for a Singapore based client that deals in local rental and coworking space business.  We started working on the website at the

See what happened when we took over this client in the charts below. For results filtered only for Google Malaysia, clicks from organic search results increased

When this client first approached us for help to expand globally, we were able to identify three main problem areas: An old website (more than a

This client is a bulk contract hardware manufacturer. One of the major challenges we identified when we first spoke to them was that the company is

In early October 2018, a plastic molding manufacturer from Thailand came to us for help. Their biggest complaint was that the website was not generating any

B2B SEO stats

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The complete guide to B2B SEO

Written by by Jenn Chen

Published on  July 1, 2021

Reading time  9 minutes

The practice and industry of Search Engine Optimization (SEO) has been around for quite a while now. People generally tend to think about an SEO strategy in terms of ranking high in popular keyword searches. But for business-to-business (B2B) companies, the strategy shifts from a broad audience to a very specific one.

B2B SEO has a few basic areas that differ from B2C SEO. In this guide, we’ll outline those key differences and how you can better your own B2B SEO strategy.

What is B2B SEO?

B2B SEO is the online practice of using various techniques – like keyword research and a page’s metadata – to reach the decision-makers of a company. A successful strategy means that someone actively researching the product or service that you’re offering reaches your company’s website.

There are a few different elements to B2B SEO. Each one plays a role in your overall strategy. If you’re lacking in one area, it means you’ve still got room to optimize your site.

  • Technical SEO : These are the optimizations you make to the backbone of your website. It covers areas like your XML sitemap, load speed and a responsive design.
  • Content SEO : B2B content marketing for SEO is the practice of using research on user needs and search intent to create content. You go through the steps of research, ideation, content creation and promotion.
  • On-page SEO : This is the optimization of the content itself. On a page or blog post, it includes the meta description and title tag, alt text on images and structuring the content so information is relevant to both the user and findable by search engines.
  • Off-page SEO : Also referred to as backlinks, having high-quality pages link to you on a specific topic increases your perceived expertise in said topic. It also includes engagement on the page or post. The links in the below blog post from Affirm show off an example of using off-page SEO.

affirm blog post

In a blog post about small business customer acquisition, Affirm links the phrase “find your CAC” to a HubSpot article on what a CAC is. For HubSpot, this is considered a backlink (or a win for off-page SEO) and a good one since it’s both a reputable website and a relevant keyword phrase.

These four SEO types combine to create your SEO strategy at a high level. Now we’ll go into more detail on how to apply these functions to a B2B marketing strategy.

What is the difference between B2B & B2C SEO?

Conceptually, B2B and B2C SEO have a similar basic goal: you want people searching for you to find you. But in practice, it’s a lot more complex and the strategic approach is different. Here are four key differences between B2B and B2C SEO.

1. More time in each sales stage

b2b marketing funnel

The B2B sales funnel has the same stages as a B2C funnel but the time spent in each one is much longer. In B2B, a decision-maker spends a lot of time in the research stage, collecting information about various offerings. There’s often a significant back-and-forth between the seller and the potential client where the prospective customer will read up on case studies, watch product demos and negotiate a contract. Because of this long period of time and the different needs of each step, a lot of different content is produced for each stage to entice the potential buyer.

2. Don’t ignore low-volume and long-tail keywords

Another difference in B2B SEO ideation is how you approach keywords. In B2C, you want a lot of people to search for your product type and then buy yours. Ranking high in common keyword searches is important. In B2B SEO, it’s often important to also target low-volume keywords. These are specific and entice only a small number of searchers. But these people are the ones who are most interested in the content you present. These highly specific phrases are often called long-tail keywords.

customer service chatbot search result example

In the above example, someone might be researching the benefits of using a customer service chatbot. The article from Intercom is an introduction to chatbots and how they can improve customer service. It’s the perfect article to show up for this search result. Motivated buyers are much more likely to search highly specific queries like this, compared to a broad but higher volume one like “what is a chatbot,” which might only be a general information search.

3. Low conversion rate

Going hand in hand with the long time in each sales stage is the conversion rate. Because so much time is spent gathering info, it means that a lot of content is also being consumed. But all that content isn’t going to immediately lead to a purchase. It’s rare for a business decision-maker to browse a page and then decide that’s the product they’re going with. This leads in to the need to approach content planning strategically for B2B SEO.

4. Content for decision-makers

b2b marketing funnel content planning approaches

When you write your blog posts or landing pages, you aren’t usually writing in a casual, playful, eye-catching manner like you would for B2C content. B2B content tends to veer into the more informative, professional and data-driven territory. Many different types of content are utilized with each one aimed for a different B2B sales stage. Oftentimes, the content is also specific. For example, someone searching for a PR agency won’t just search “PR agency.” They’re going to look for one in their industry or market such as “Houston restaurant PR agency.” Having content for each industry you serve makes each piece far more valuable.

Tips for creating an effective B2B SEO strategy

Now that you know the differences between B2C and B2B approaches to SEO, it’s time to set up or examine your strategy. Having every element of your SEO approach working together is most effective, compared to devoting all your resources to one aspect. Having content show up in a relevant search won’t do you any good if that page isn’t loading quickly. And targeting high-volume keywords at random won’t help you reach the right people without greater audience insight.

Create buyer personas

A key part of conducting B2B market research for your company includes creating buyer personas. Just like a customer persona, a buyer persona details who they are, which industry they’re in, what their position is, who they consult for making a decision and more. The more details you have about the buyer persona , the better you will be in crafting content.

buyer persona

Before you create a buyer persona , make a list of questions you need to know about each buyer. Make it a template so you can easily fill it in for each persona. In the above example, you can see how one company crafted a persona that includes education, responsibilities and sources they trust.

Conduct keyword research

Keyword research allows you to know how many people are searching for each given phrase. But more importantly, it helps guide your buyer persona, build your content strategy, conduct a competitor analysis and more.

keyword research

Keyword research is not limited to search engines. It includes social listening , where you can see what people are discussing online and evaluating your brand sentiment.

cold press ebook

In the above example, someone searching for commercial juice press machines would end up on this page. Mid-page, the company inserted a free eBook on a very relevant topic for their target audience. The ebook demonstrates the company’s knowledge about the subject and hopefully reinforces that idea in the buyer’s mind.

Optimize your website & pages

Work on that technical and on-page SEO. Depending on how your website is designed, it might already have built-in SEO enhancements or you might need assistance from developers to improve it. Sites built with WordPress have a wide array of SEO plug-ins to choose from. Sites built with out-of-the-box templates may be harder to edit the specifics you need to optimize your content.

Website and on-page optimization includes but is not limited to the below:

  • Image compression
  • Page load speed
  • XML sitemap

office printer search results

  • Equally important is alt text’s role in accessibility . Search engines continue to prioritize an overall strong user experience. While accessibility may not be an ‘official’ ranking factor, having a poor site performance that segments of your audience simply can’t use will most likely lead to fewer links, clicks, shares and overall search visibility.
  • Linking to other internal pages.
  • Repeated usage of different keywords you want to rank for, including repeated–but natural–use of primary keywords (keyword density), using keywords in informative headers, and using variations or secondary keywords for readability and further search targeting.

Create relevant content for each sales stage

There’s so much content to choose from, what do you focus on? Start small by creating one piece of content for each sales stage. Enhance each one with SEO strategies and create for the buyer persona that you’re targeting.

buyer journey map

The above table shows examples of where each type of content can be used for each sales stage. As you create more content in each area, note down the data associated with each one. Are webinars gaining more attention than expected? Create even more in targeted topic areas.

If you already have content on your site, take a look at the older blog posts. If they’re still relevant, try updating them with fresh information or create a different content type on the same subject. A how-to video could easily be turned into an article with photos.

sprout menu

As mentioned earlier, being specific in your content is helpful for B2B SEO. Having a landing page tailored for each buyer persona or business type that you aim for makes that page more valuable than a generic one. In Sprout’s menu, you can see how business types and industries are divided up. The Travel and Hospitality link leads to a page that includes current travel customers, how a company would deliver customer care and testimonials from related brands. The copy is written specifically for someone who works in the travel industry and whose company serves travel customers.

Promote the content

Having great backlinks can only make your website seem more authoritative. Off-page SEO includes both website backlinks and social media posts. But this portion of B2B SEO is more difficult because it’s less within your control. Cold emailing a company and asking them to link to your blog post could be considered poor form and isn’t likely to be a good use of your SEO team’s time. .

Instead, there are some other options you can consider. Craft a B2B social strategy that includes the promotion of your current content. How will businesses know about that great white paper you spent days working on if you don’t promote it everywhere? Don’t wait for a business to land on your site to finally share that piece of content. Similar to your approach to social media content , creating high-quality and informative content that is inherently share-worthy can help it gain links organically as audiences find it useful.

Also, using other resources like a PR agency or influencers can increase your chances of getting backlinks. Product reviews, social media recommendations and CEO interviews in articles are all ways to work on your off-page SEO.

Get started on your B2B SEO strategy

B2B and B2C SEO may have a similar marketing funnel , but the time spent in each stage and the content supporting the strategy differs. While much of B2C SEO is focused on getting a lot of people who are searching for a popular keyword to find your company’s website, B2B aims for lower volume results. The content is specific and informational, written with the company’s buyer persona in mind.

Your B2B SEO strategy will not be the type that you set it and be done with it. You’ll need to consistently optimize and update existing pages, develop new content update new pages with SEO, create new blog posts for different keywords and edit your buyer personas as time passes. To get started, check out our guide to developing B2B social media posts to start getting inspired on your content.

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Llama Lead Gen logo.

Increasing Year-Over-Year Organic Traffic for Our Website by Over 130%

SEO Ultimate Guide-02.png

Unlike others in our field, we decided to invest in SEO as a key marketing channel for increasing the online exposure of our digital marketing resources.

Llama Lead Gen has been busy in the last couple of years, looking for ways to expand our digital presence and bring value to our online audience. We drew on our team’s deep digital marketing expertise to create and publish extensive B2B marketing resources on our website as part of this effort.

Today, we'd like to share a rare ‘peek under the hood’ moment with you to review some of the best B2B SEO strategies that helped us increase our organic traffic year-over-year by more than 130%.

#searchengineoptimization

b2b seo case study

increase YoY in organic traffic

decrease in bounce rate

increase in average session duration

GA.png

Keyword growth

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Organic keywords: 1406

keywords-2.png

Page 1 keyword growth

* The spike in organic keywords in February 2021 coincides with a Google core algorithm update. It is not uncommon for keywords and rankings to be volatile during core updates. A few weeks after the update, the keyword volume normalized and continued with steady quarterly growth.

How We Did It

Our starting point was the blog content that we had already created. In 2020, we created several pieces of content for our blog around a variety of digital marketing topics, such as Linkedin marketing and advertising, budgeting, and A/B testing for digital marketing campaigns. Nevertheless, this content didn’t move the needle in organic visibility as much as we initially hoped.

After carefully reviewing our content and website strategy, we decided to break away from our “business blog” SEO strategy and instead focus on creating content clusters around our core competencies.

Content strategy pillars

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Marketing Guide

services-page.png

Services Page

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Featured Content

This fundamentally altered our content-creation process. Instead of tackling each marketing guide for our business blog as a standalone project, we adopted a circular approach. Each of our core competencies is represented by a marketing guide, a services page, a case study, and an external piece of content (news feature, etc.). Moreover, each part of the content hub focuses on a different level of the marketing funnel.

marketing-funnel.png

Case Studies

Although our goal was to document our success stories initially, we decided to use this content to showcase our expertise across various industry verticals. This strategy proved to be an excellent tactic for SEO lead generation, and our marketing case studies became the foundation for each of our content clusters. In the last two years, we’ve published over 15 in-depth marketing case studies covering verticals such as Healthcare Marketing, Political Advertising, B2B SaaS, Digital Transformation, and more.

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The number of website clicks and search impressions attributed to our case studies in a 16-month window.

Megatutorials

After overhauling our content marketing strategy, one of the critical activities that we undertook was to consolidate our blog content into long-form marketing guides, a.k.a. Ultimate Guides. Such pieces of content demonstrate several unique traits and advantages:

Many marketing studies correlate content length to high Google rankings

Long-form pieces of content are an excellent way to target long-tail keywords

There’s enough ground to optimize content for Google’s passage indexing by providing nuanced answers to niche queries

Long-form content provides more opportunities for interlinking

Ranking on page one for multiple long-tail keywords is an excellent way to build natural links and improve rankings for high traffic keywords

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Service Pages

Although the digital marketing space is hyper-competitive SEO-wise, our primary goal was to present the marketing services that we offer professionally and comprehensively. As a result, our initial focus was to expand our services pages across marketing verticals. 

Once we hit that goal, we decided to expand our services pages towards industry verticals in which we have extensive experience. Additionally, our keyword research uncovered some excellent opportunities for SEO growth by niching down to the different industries that we service, such as with our Pharmaceutical Marketing Services.

Off-Site Content

While working on repurposing our content and compiling our long-form marketing guides, we found that some content inevitably wouldn’t fit our new strategy. As a result, we decided to use some of this material as off-site content to increase our digital footprint. In other words, we drew heavily on content that didn't fit our strategy and published in-depth pieces on digital marketing topics on other established websites.

This supplemented our other digital PR, and business development efforts and resulted in an Ahrefs Domain Rating score increase from 2 to 21, in less than two years. Domain Rating is a proprietary Ahrefs’ metric that shows the strength of a target website’s total backlink profile in terms of its size and quality. Although we don’t believe that a single metric can reflect a website’s SEO, it’s still an indicator of our dynamic growth in a short period of time.

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This case study is a summary of the SEO tactics and strategies that we used to jump-start our own SEO efforts and start generating traffic from Google to our website. Although we benefited from these strategies, it’s important to remember that SEO is a very technical field, and every business is different. There are many potential tactics that can be used to help your business rank better on search engines, but it's important to keep in mind that every tactic should be tailored to the strengths and weaknesses of your company.

If you’d like to know more about how SEO can help your business grow, and what kind of strategies we recommend, contact us today for a free consultation.

Ready to take your SEO  efforts to the next level? 

Struggling to effectively and efficiently budget for your advertising campaigns? Save time, money, and resources by hiring Llama Lead Gen as your digital marketing expert.

Explore our other case studies

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Site Visitors for Largest Digital Marketing Campaigns in History

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Qualified Leads Generated for a B2B SaaS Company

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Qualified Leads for Digital Transformation Company

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Conversion Rate for Ad Council LinkedIn Campaign

The HOTH

B2B SEO Case Study: Organic Traffic Soars for PDF Generation Library (787% Increase)!

Business-to-business (B2B) companies face unique marketing challenges like:

  • Standing out from the competition 
  • Complex sales funnels 
  • Long sales cycles 
  • Finding unique ways to connect with target audiences 
  • Creating content that guides prospects through their sales funnel 

There’s one marketing strategy that successfully deals with all these challenges when implemented properly, and that’s SEO. 

That said, it’s no wonder why SEO is the #1 way that B2B companies promote their products and services. 

According to Sagefrog’s 2023 Marketing Mix Report, SEO is the most popular marketing tactic amongst B2B marketers, and the B2B SEO case study we’re about to share perfectly illustrates why that is. 

This is the story of how we were able to increase a B2B client’s organic traffic by 787%, get them ranking in the top 10 for 1,500+ relevant keywords, and build thousands of valuable backlinks for their most important pages.

The kicker?

We did it entirely through link outreach. 

That’s right; no web copy or content creation was necessary for us to achieve the aforementioned results. 

This case study is also a testament to the massive impact high-quality backlinks have on a website’s search rankings and overall online visibility. 

Read on to learn how we catapulted our client’s organic traffic into the stratosphere (and how we can do the same for you). 

The Client: A PDF Generation Library for Web Developers

Our B2B client operates a PDF library that runs on the C# programming language. 

It’s a powerful toolkit for web developers that lets them generate, read, edit, sign, and save PDF files in the .NET framework. 

Without getting too technical, they license their library out to developers to use in their C# projects.

Despite the quality of the clients’ service, they were being overshadowed by competitors in search engine results, especially Google.

They needed a way to boost their online visibility and establish themselves as a major player in the PDF library space, and they knew SEO was their ticket to achieving both goals. 

After doing some research online, they came across some of our rave reviews, and decided to get in touch with our team. 

Mind you, this was back in late 2018, so we’ve been working with this client for quite a while now (67 months, to be exact). 

During our consultation, the client gave us the rundown of their situation:

  • They were producing top-tier blog content that, while extremely well-written, wasn’t bringing in enough traffic. 
  • Their website was in desperate need of high-authority backlinks from reputable websites in their industry. 
  • They weren’t ranking for important industry keywords yet. 

Since they had diverse goals, a complex sales funnel, and a lengthy sales cycle – we decided that a HOTH X campaign would work out best. 

Getting set up with a HOTH X campaign 

HOTH X is our managed service where we handle every aspect of a client’s SEO strategy. Each client gets hooked up with a dedicated campaign manager who develops a long-term gameplan to ensure success. 

Our clients love HOTH X because it’s truly a ‘hands-free’ service. 

We’ll handle your SEO for you so that you can focus on running your business instead, which is exactly what took place with our B2B client. 

They had enough going on managing their PDF library and creating top-tier blog content, so we took the wheel for their SEO. 

HOTH X campaigns also use a combination of our SEO products to help clients achieve their goals. 

However, in this case, we determined that we only needed one of our products to help them dominate the search results – and that was Link Outreach .

This is because we knew high-value backlinks were what the client needed from us to achieve all their goals (and then some). 

Since they were already creating outstanding blog content on a regular basis, we didn’t need to provide any content of our own. Their website was also immaculate, so we didn’t need to tighten up or optimize their web copy. 

Building backlinks was the name of the game for this SEO strategy, so we got ready to start sending lots and lots of outreach emails. 

Also, the campaign lasted 67 months in total, which comes out to approximately five and a half years. 

Nearly every month of the campaign included a 14-pack of link outreach orders, which is a whole lot of link-building. 

The importance of backlinks for ranking on Google 

Before we continue any further, let’s explore why backlinks are such an important ranking factor on Google (and other search engines, but Google places the most importance on backlinks by far). 

A backlink is a link on an external website that directs back to your site. 

On Google, backlinks act as ‘votes of confidence’ for the quality of your content. The idea is similar to how term papers cite academic journals to back up their claims. If other websites that Google already trusts are linking to your content, it signals to Google that your content is also trustworthy, accurate, and high-quality. 

This sums up why building backlinks has a positive impact on a website’s search rankings. 

The more backlinks you have coming from high-quality, relevant websites in your field, the more Google will trust that your content is worthy of higher rankings. 

9 times out of 10, if a client we’re working with is getting outranked by a competitor, it’s because the competing website has stronger backlinks. 

The game then becomes closing the gap by building more high-quality backlinks than the competition. 

This is link-building 101, but it explains why link outreach was our primary focus for this B2B client’s SEO strategy. 

The SEO Audit: Getting Our Footing 

Every HOTH X campaign kicks off with a comprehensive SEO audit, and we have a very good reason for this. 

The last thing you want to do with SEO is get ahead of yourself, as it can cause you to miss foundational mistakes that negate your efforts. 

For example, let’s say we forgo an audit and start building backlinks to one of the client’s most important blogs – failing to realize that two versions of the blog actually exist (which is known as duplicate content in the SEO world). 

This confuses Google’s algorithm because it doesn’t know which version of the blog to rank in its search results, which usually causes both versions to disappear from the search results entirely. 

Therefore, if we started putting in the hard work necessary to build backlinks to the blog, it wouldn’t matter because the content isn’t even ranking. 

That’s why it’s imperative to begin every SEO campaign with a thorough audit, regardless of the goals involved. 

What takes place during an SEO audit?

We analyze:

  • On-page SEO factors like keyword usage, placement, and metadata 
  • Technical SEO factors like page loading speed, broken links, and duplicate content 
  • Site architecture and URL structure 
  • The website’s backlink profile (and its quality) 
  • Any keywords they’re currently ranking for and in which position 
  • How much organic traffic they’re generating (and from where) 

We have more than a few tools to help us out during the audit process, most notably Google Search Console (GSC) and Google Analytics (both of which the site owner has to provide us access to). 

GSC lets us look at a website’s keyword position rankings, organic traffic, and clicks/impressions. 

Google Analytics is more about analyzing a website’s demographics, such as its geographic location, and identifying the main sites that direct users to it. 

Identifying easy-win keyword opportunities during the audit 

Once all the technical and user experience issues are squared away, we move on to looking for easy-win keyword opportunities for the client. 

What are those?

Easy-win opportunities are keywords that the client’s site already ranks for, just not very high. The good news is that with some optimizations, it’s pretty easy to get these keywords ranking higher (sometimes even in the top 3). 

The reason we go out of our way to look for easy-win keywords is they provide speedy results . 

Google’s crawling and indexing process

SEO is a long-term process that takes some time to start generating steam, especially for newer, more obscure domains. This is because you have to wait for Google to crawl and index your content before your optimizations will impact your rankings. 

It takes quite a bit of energy for Google’s bots to crawl and index websites, which is why they have crawl budgets. 

There’s also a tier list involved with the indexing process that’s split into high, medium, and low-priority levels.

High-priority sites are the most popular sites on the web (think Amazon and Wikipedia), so Google recrawls and indexes them most often. 

Medium priority sites are still popular, but not on the level as legacy websites like Amazon. Low priority websites are obscure (or brand-new) domains that are rarely indexed. 

This means low-priority sites may have to wait 6 to 12 months before their content is recrawled and reindexed, which can be frustrating. 

Easy-win keywords mitigate this issue because the content is already indexed and ranked. This means it won’t take nearly as long for optimizations to impact search rankings. 

As a result, easy-win keywords can provide ranking boosts within a few weeks instead of months, providing clients with some much-needed traffic generation early on in their campaigns. 

The impact of easy-win keywords 

Our B2B client had quite a few easy-win keywords that we happily capitalized on as soon as possible. 

This is because, as stated before, they had an extremely active blog that covered topics relevant to their target audience. 

They were bound to start ranking for web developer-related keywords due to their blogging efforts, which was exactly the case. We honed in on keywords ranking in positions 4 – 30, which are prime easy-win keyword opportunities. 

Which optimizations did we make?

The usual fare, but that’s usually all it takes with easy-win keywords, such as:

  • Adding the target keyword to the title tag, H1 header, metadata, and first 100 words of the content
  • Making sure image alt text contained target keywords 
  • Beefing up pages with thin content (less than 1,000 words) 
  • Adding internal links to pages with the most backlinks (to pass link juice) 
Whenever a web page has valuable backlinks, it gains what SEOs call ‘link juice,’ which means ranking power (or authority). Whenever you include an internal link to one of your pages with a lot of link juice, it will transfer some of the juice to the linking page. This transfer of authority is a powerful SEO tool that we use all the time to boost certain pages without having to build new links for them. 

Campaign Strategy: Link Outreach All the Way 

Once the audit was complete, it was time to start building links like our lives depended on them. 

As stated previously, the client ordered 14-packs of Link Outreach every single month. 

What does link outreach entail?

We’re glad you asked. 

While other SEO agencies stick to cold outreach emails using generic (and boring) templates, we take a far more nuanced approach to the process. 

Also, we’re extremely picky with the websites that we target for backlinks, which is part of why our product yields such outstanding results. 

For every backlink opportunity, we analyze the website’s:

  • Domain Authority (DA) score . Domain Authority is a metric developed by Moz that approximates a domain’s likelihood of ranking in Google’s SERPs. It looks at a domain’s backlink profile AND general SEO performance (including on-page factors). 
  • Domain Rating (DR) . Domain Rating is another metric for measuring the ranking power of a domain, but this one was developed by Ahrefs. Also, DR only looks at the strength of a domain’s backlink profile, and nothing else. 

We take a look at a domain’s DA and DR scores to ensure it’s worth pursuing for our client. 

Also, each client has the freedom to set a preferred amount of monthly traffic for each backlink prospect. That way, you’re guaranteed to receive a backlink from a website that’s as popular as you want. 

Building relationships with other sites in the web developer space 

In addition to the rigorous way we vet backlink opportunities, our outreach approach is equally as ambitious. 

Instead of treating each backlink target as a one-and-done deal, we always aim to forge long-lasting relationships with relevant bloggers, media outlets, and website owners. 

That’s because a positive relationship will lead to multiple backlinks (and other marketing opportunities) instead of just one. 

Yet, for relationship-based link-building to work, we have to engage in personalized outreach. 

For our B2B client, we did some in-depth research into major players in their industry. We read influencer posts, looked at their LinkedIn profiles, and recognized areas where we shared common ground. 

From there, it was about drafting extremely personalized emails that exemplified our knowledge of the prospect’s website and content. 

We would make a point to mention specific pieces of content that we thought were especially helpful or thought provoking. 

Sometimes, we would engage with backlink prospects for months before even bringing up the idea of adding a backlink on their site. 

This paid off in the long run, as we built numerous relationships with influencers in the web development world, something which led to tons of valuable backlinks for our client. 

The Results: Insane Organic Traffic Generation, Over 1,500 Top 10 Keywords, Thousands of High-Quality Backlinks  

All that outreach paid off, as we were able to boost the client’s organic traffic by 787%. 

It’s important to note that we saw a rapid increase in traffic and keyword generation within the past year and a half. 

Here’s a look at their organic traffic and keywords in January of 2023:

b2b seo case study

Compare those numbers to June 2024:

b2b seo case study

As you can see, their organic traffic began to skyrocket in March of 2023, and it hasn’t let up yet! Their traffic grew from an average of 2,045 visitors to 18,151 (and still climbing)! 

They’re also ranking for 378 keywords in the top 3 , which are directing tons of users to their industry leading blog content. 

Here’s a glimpse at the client’s main keyword wins (without giving away too much):

These are primarily TOFU (top-of-the-funnel) keywords that direct users to our client’s blog content (which contains CTAs to land conversions and leads). 

This campaign was a perfect example of our services working in tandem with a client’s already successful content creation. Our link outreach was the perfect compliment to the client’s in-depth blog content, and it finally got the client the recognition (and traffic) they deserved for their hard work. 

The relationships that we built led to countless link placements on authoritative websites in the web development niche, which helped our client rank in the top 3 for so many crucial industry keywords. 

Using B2B SEO to Dominate Your Niche’s Search Results 

Our client’s website is still tearing up the charts, so to speak. 

SEO is a gift that keeps on giving when done properly, which is why our client is continuing to generate more traffic than ever before. 

B2B SEO is complicated, so why not let us handle it for you?

If you’re ready to take your B2B company to the next level, don’t wait to sign up for a HOTH X campaign to achieve results similar to those of the client mentioned in this case study.

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Companies trust TrioSEO to scale their business to 6, 7, and even 8 figures using SEO.

Here are stories of how we’ve helped businesses succeed using our SEO strategies.

TL;DR – TrioSEO’s Top 3 Best B2B SEO Case Studies

In a rush? Here are our top 3 B2B SEO case studies:

  • B2B SaaS case study—Grew FreeUp to $12M per year with SEO
  • Organic SEO case study–0 to 1.4M Google impressions and ranking for 3.7K+ keywords
  • Blog case study–From 0 to 20K organic users in a month

We offer tried-and-tested SEO strategies–the same ones that helped us scale these companies–to propel businesses to success.

Work with us , and watch it happen for you too!

Nathan, Steven, and Connor in TrioSEO shirts smiling in a park with mountains in the background.

1. B2B SaaS SEO Case Study – How We Grew FreeUp to $12 Million/Year with SEO

You’ve probably heard people say that SEO is dead. We’re here to prove to you that it’s not.

Using the SaaS SEO strategies we created, we’ve scaled FreeUp , a freelance marketplace, from zero to millions in yearly revenue in only 4 years.

Needless to say, we were blown away by the benefits of SEO for our business.

Here’s how we did it.

The Starting Point

It started in 2015 with a lightbulb moment: We wanted to create a freelance marketplace specifically for the e-commerce industry.

Well, we didn’t like how sourcing freelancers was so complicated. 

We would post job ads on platforms like Upwork and Fiverr , which generated over 50 applicants. We had to vet each applicant to get to the top 1%.

Talk about time-consuming!

So, we came up with the idea of a freelance marketplace that would pre-vet thousands of applicants and instantly give us the cream of the crop.

Ta-da: FreeUp was born.

Close-up of hands typing on a laptop while seated outdoors.

SEO Strategy

For FreeUp to work, we knew we needed SEO for two main things:

  • Attracting business owners looking to hire freelancers
  • Getting freelancers to apply

We got to work and created an SEO strategy that looked like this:

  • Off-page SEO: Lastly, we established authority by networking within the industry and building strong relationships with other companies. As a result, we naturally gained relevant backlinks that gave credibility to our website and web pages.

The Timeline

In 4 years, we had grown the business from zero to success by implementing a solid SEO strategy:

  • 2016: We began working on our SEO. Only 3-6 months in, business owners and freelancers were signing up.
  • 2019: By the time FreeUp was sold to The HOTH , SEO had become its major traffic and acquisition driver.

Results Achieved

When we evaluated our results, it became clear that SEO was the reason for our business’s success.

The following numbers told us our strategy was working:

  • Organic traffic driving 10,000+ unique users monthly
  • Ranking for thousands of keywords

This is where FreeUp is today:

Analytics

Wondering whether SEO services are worth it? Well, these results surely speak for themselves.

2. Organic SEO Case Study – Zero to 1.4M Google Impressions & Ranking for 3.7k+ Keywords

Skyrocketing a brand-new website to becoming a top brand in the e-commerce space in only 12 months?

With organic SEO, it’s possible. 

We’ve done it with EcomBalance , a bookkeeping company we founded in 2021.

As long-time entrepreneurs, we’re familiar with every business owner’s bookkeeping woes, so we created a service that simplifies bookkeeping.

EcomBalance.

We started the company in 2021 and launched the website in 2022.

By then, we were no longer starting from scratch. 

We succeeded in growing FreeUp with SEO , so we knew what to do with EcomBalance.

Initially, we focused on building a foundation for the business and getting noticed by Google.

This is what we did during the first three months:

  • Wrote and published over 10 blogs a month

Tech team in casual wear discussing in a modern office with computer setups.

SEO did wonders for FreeUp, so we wanted to use the same strategy for EcomBalance. 

Our high-level strategy looked like this:

  • Establish a content strategy that would allow us to publish at scale
  • Gain authoritative backlinks

Our process involved the following:

  • Partnerships and affiliates
  • Content collaborations
  • HARO (Help a Reporter Out) queries
  • PR placements
  • Podcast interviews
  • Guest articles

Man in checkered shirt writing in a notebook with a laptop beside him.

Here’s a timeline of how we achieved success with our bookkeeping company:

  • 6 months in: We started ranking for top terms despite our low domain rating.
  • 12 months in: We achieved #1 ranking for key search terms like “e-commerce bookkeeping” and gained regular sign-ups.

SEO doesn’t work overnight . But with a sound SEO strategy, we quickly saw results.

Here’s where we are today:

  • Over 300 keyword-focused blog articles

Backlink profile

Do these look like the kind of results you want for your business? Find out more about our process to learn how we drive organic traffic for our clients.

3. Blog Case Study – From 0 to 20K Organic Users in 10 Months

From zilch to 20K users in 10 months using purely organic SEO? Wait, what?

Yes, you read that right.

You don’t have to rely on paid advertising to amp up your traffic. In fact, we don’t recommend you do so.

Why? The moment those ads stop, your traffic will also run dry, and, most likely, so will your sales.

With JCS Refresh, a pressure washing and exterior cleaning company, we focused on generating organic traffic through blogging.

For JCS Refresh, we employed a four-phase approach:

1. Developing a Content Strategy

As they say, failing to plan is planning to fail. So, we began by creating a content plan and focused on two things:

  • For example, one hub article talks about “pressure washing,” and under this main topic are several more articles including “how to pressure wash a house”.

2. Writing Content

This is where our content plan came to life. Using the “sprint strategy,” we quickly published at scale. 

We hired five writers who wrote 20-30 articles per month using outlines that we created for them. 

Each outline was an optimized brief that contained all the information our writers needed to produce high-quality content.

3. On-Page SEO

There are two main ways we conducted on-page SEO: 

This ensured that our web pages ranked higher on SERPs (search engine results pages) and attracted quality traffic.

For example, our “Deck Cleaning” page functioned like a hub, containing all blog articles that talked about the same topic.

4. Off-Page SEO

For our off-page SEO, we focused on producing quality content instead of just building backlinks. 

Here’s what we did:

  • Social media: We published content on social media platforms like Facebook and Instagram to start discussions about our brand and broaden our reach.

Side view of a woman working on her laptop in a cozy setting.

Just like every aspect of ethical SEO , growing organic traffic takes time. 

It took several months for us to see results. But once we got the ball rolling, we just kept growing.

  • July 2023: JCS Refresh gained 17,800 clicks and 1.6 million impressions.

The results of our SEO efforts for JCS Refresh were astounding, especially given the low backlink profile.

Here are some highlights of what we achieved in 10 months:

  • 17,800 clicks, 1.6 million impressions, and 20 thousand new users
  • Securing the top 3 and top 10 positions for the keywords that we targeted

As you can see from the timeline, results didn’t start showing until 7 months into our SEO strategy. 

But that’s just the way SEO is. It requires a lot of patience. Stick with the process, and the results will benefit you long-term.

Need help with organic traffic for your website? Explore our article writing services to create SEO content that drives new customers and sales to your business. 

Professional typing on a MacBook with a coffee and books on the desk.

Frequently Asked Questions

Learn more about TrioSEO’s expertise and services with these commonly asked questions:

How Does Content Quality Affect SEO and Website Growth?

High-quality, optimized content helps establish authority by covering targeted keywords and providing value to readers. It demonstrates EEAT: experience, expertise, authoritativeness, and trustworthiness, a principle Google uses to decide your content’s rank.

Top-notch content may help Google rank your web pages higher on SERPs (search engine results pages) and drive quality organic traffic that’s more likely to convert into customers.

What Are the Common SEO Mistakes to Avoid for Better Growth?

Some of the most common SEO mistakes are:

  • Not sticking with an SEO strategy: Many business owners get discouraged and even think SEO is a scam because they don’t see results immediately. Remember that SEO takes time to produce results (around 3 to 6 months).
  • Ignoring content quality: Bad SEO practices like keyword stuffing may get you a spike in traffic right away, but that growth won’t last. Worse, Google could remove your website from their index.

TrioSEO’s article writing and on-page SEO services ensure quality content and help generate traffic and boost sales.

  • Poor keyword research: Writing about topics your audience isn’t looking for will not produce your intended results. You might rank for those keywords, but in reality, they don’t do anything for your business.

Gaining high-intent keywords for your content is essential for SEO. Search engines and potential customers won’t see your content without proper research.

How Do Mobile Optimization and SEO Contribute to Growth?

Mobile-friendliness is one of Google’s key ranking factors.

Optimizing your website for mobile improves user experience, encourages users to spend more time on your web pages (hence lower bounce rates), and improves page speed.

As for SEO, the higher your pages rank on SERPs, the more traffic you generate, and the better your chances of driving sales to your business.

What Are the Best Tools for SEO Auditing and Monitoring?

Some of the best SEO audit tools are:

  • Google Analytics: Great for tracking your website’s overall performance, including traffic and page load times .
  • Semrush: Conducts a detailed site analysis and can fix over 140 issues based on priority. Also comes with an audit report that breaks down the results of the SEO audit.
  • Ahrefs: Monitors keyword ranking and SERP ranking over time.

Still think SEO is dead? Probably not.

These case studies prove that SEO works–and works well!–to help businesses succeed. 

The numbers indicate that it’s possible to take a business from nada to millions in revenue, organic traffic, and impressions.

We can’t wait to see your business grow. Sign up with us , and let’s take your business to the next level with high-level SEO.

Want more traffic and leads? Turn your website into a traffic generation hub. Get started and we’ll conduct a free SEO audit to see if working together is a good fit. 

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SEO Boosts Organic Search Traffic To Site

The challenge.

Believing there was room for growth in its AWS Training and Certification programs, the company wanted to drive more traffic to its website. They set a one-year target of 10% growth in organic search volume.

Request a proposal

Contact elevation today. you’ll love the results..

b2b seo case study

Our Approach

Elevation Marketing executed a comprehensive SEO and keyword audit, then developed a content optimization plan, standardization guide and traffic projection model to gauge success.

The Results

Traffic to the AWS Training and Certification site increased immediately. The company reached 90% of its goal in two months

b2b seo case study

If you’re looking for smart marketing solutions that support stronger sales, let’s talk.

Content Estate

How to Write a B2B Case Study: A Step-by-Step Guide

B2B case studies are incredible conversion assets. They help marketers provide insights about the capability of their product and serve as sales enablement content for salespeople to close deals.

Mariah Parker, Head of Growth at Trustworthy :

In a previous role, I increased our sales call conversion rate to 50% by providing case studies for our sales team. The case studies help buyers to set expectations and see how companies like theirs had performed on our platform.

Beyond Mariah, many marketing teams are winning customers with B2B case studies and y ears of Content Marketing Institute research proves it. 

In 2018, 40% of B2B marketers said customer case studies were the most effective asset for turning potential clients into buyers.

40% of marketers say saas case studies are most effective for demand generation.

In 2022, 39% of B2B marketers said customer case studies are still the most effective for demand generation.

39% of marketers say saas case studies are most effective for demand generation

Clearly, how B2B buyers choose to evaluate your product has changed by only 1% in four years.

So whether you are a founder or marketer, you need case studies in your marketing mix.

Besides showing the value of your product in the words of your customers, case studies back bold claims you make about your product. Rooted in cold, hard facts, B2B case studies are a must-have for eliminating all traces of buyer objection.

But how do you create an excellent one that drives revenue?

That’s what we’ll be unpacking in this post.

I’ll show you my process for creating a traditional B2B case study, which have led to feedback like this:

how to write a b2b case study: my customer feedback

In this post, you’ll learn:

  • Why you should care about writing B2B case studies
  • B2B case study pre-work
  • Why it’s best to conduct video interviews
  • How to write an interesting B2B case study

Why Care About Writing B2B Case Studies?

1. create content your competitors can’t copy.

It doesn’t take long for your competitors to rip off your assets like blog posts. Worst-case scenario, they’ll do it once your content hits page 1 of the SERP. 

Competitors can also steal your product design, sections of your website copy, and duplicate most things you do. 

What they can’t steal? Your case studies. 

Case studies are unique content marketing resources that spotlight the experiences of your customers. 

Since your customers control the story, every case study will be different and no competitor will dare copy the words of your customers.

2. Add credibility to your top of the funnel (TOFU) content

The timeline for turning prospects into customers should be short. Traditionally, some content marketing funnels look like this:

  • 👊 Prospects read your TOFU blog post. 
  • 📥 Prospects enter your email list.
  • 💻 Prospects read your case studies.
  • 🔥 You do retargeting with ads.
  • 💵 You win the sale.

You can shorten this process by including case studies in your TOFU content. This will add credibility to your content, instantly prove the value of your product, and you could win the sale faster.

As Lizzie Davey explains, “Case studies give your prospects something to visualize.”

A really simple way to add credibility to your posts? Case studies! 🙌 Show how you've done something in the past. Show how someone else has done something in the past. Just show whatever it is you're writing about in action! Give people something to visualise. — Lizzie Davey (@lizziedavey) January 24, 2022

3. Build social proof

“People don’t trust anyone or anything anymore. We don’t trust our institutions, we don’t trust our companies, we don’t trust our social networks. There’s this crisis of trust going on,” says Brian Halligan, CEO of HubSpot.

Trust is scarce today because several companies have burned many customers in the past. This is where case studies shine by allaying your prospects’ fears through the relatable evidence from your customers.

As Sam Brenner, Senior Product Marketer at Close notes:

“Case studies show your prospects how them + your product = real success.”

When you create case studies, you also arm your salespeople with an asset for demolishing buyer objections.

This is how Jordan Ross puts it:

Have case studies and stats ready for your sales team Send them at least one case study and story a week for 1- social proof for THEIR confidence 2- ammo for the sales call — Jordan Ross (@jordan_ross_8F) August 23, 2022

B2B Case Study Pre-work

Before writing your case study, there are some steps to take.

You need to find the right customers for your case study, contact them, prepare interview questions, interview the customer, and transcribe the interview.

Let’s go over each step.

b2b saas case study prework

Step 1: Find the right customers to interview

Once you have the right customers for your case study, you’ll get a brilliant case study. It’s that simple. 

To find the right customers for your case study, use these tips.

Recency of customer story

It sounds logical to feature a customer who has used your product for several years. Undoubtedly, this will increase the credibility of your story. 

But w hat if this customer can’t remember why they chose your product over others? 

This piece of information may be crucial to your story. 

So when deciding on customers to interview, find those who started using your products in recent years. This ensures they can recollect their challenges with previous solutions before they found yours.

Positive customer experience

Customers who you choose to feature in your case study should be loyal fans of your brand. 

They should have experienced impressive results while using your product or have a decent ROI.

Align with one of your core ICPs

Prospects want to see how your product solved the challenges of those who look like them. A founder’s pain points differ from those of a content manager. Same goes for two different companies earning $5 million and $500 million in ARR.

If you want to attract founders with your case study, feature the stories of founders who overcame their challenges by using your product.

Ashley Howe, content marketer at Tapfiliate , says:

“Marketers should tailor each case study to a specific customer. An ecommerce customer will differ from a SaaS customer, so they will look for case studies about their company type.”

Step 2: Contact your customer 

How you choose to contact your customer is entirely up to you.

To get your customer’s nod for your case study, contact them where they are most active. This may be Twitter, LinkedIn, or Slack. But to keep your request formal, you’ll want to email customers you choose to feature.

Need an email template to contact customers for your case study? I got you. Just ensure you tweak the template so it aligns with your relationship with the customer. 

Here’s my email template, which you can remix:

Hi [customer name],

I am (your name), (your role) at (your company). I’m thrilled that you’ve had outstanding successes using our product. Our team deeply appreciates the positive feedback we’ve been getting. We’d like to amplify your feedback by featuring your story in our case study. Agreeing to work with us would put a big smile on our faces. That’s why we’ll send a backlink to your site to say a huge thanks to you. 

Our case study writing process is pretty simple. First, we’d do one 30 to 45 minute video interview with you. Next, we will write the case study. Finally, we will send you the final draft for your review.

After you give the case study a thumbs up, we’ll publish it on our website, distribute it on our social accounts, and use it in our marketing materials.

If you’re open to working with us on this case study, please schedule a video interview with us or reply to this email with your calendar link and we will be more than happy to schedule a time that works for you.

We can’t wait to share your story.

Your Email Signature.

Step 3: Write your case study questions

Brilliant case study questions will uncover your customer’s situation before, during, and after using your product.

A simple way to think of this is to ask questions about:

  • Your customers’ challenges
  • Unfit solutions they tried
  • How your product came to the rescue
  • Results from using your product

When your questions fit the above criteria, you’ll unlock powerful stories, quotes, and stats. This will help you create an interesting case study for your ICP.

Here are some typical questions I ask when interviewing customers:

Conducting the Video Interview

You can do customer interviews using email, phone, in-person, or video. However, I prefer doing video interviews. Here’s why:

I can probe deeper

Video interviews allow me to unlock more insights from a customer. For instance, I once wrote two case studies for an accounting project management software. During one of the customer interviews, I asked, “What were your top challenges before using my client’s product?” The customer responded, mentioning a previous product that wasn’t a fit. I asked further, “ Did you use any other project management software besides the software you mentioned?” The customer responded. I wanted more insights, so I asked, “Did you use spreadsheets as well?” Asking these followup questions would be impossible if I used email.

Plus, there’ll be many back and forth when asking the customer to clarify some details. This can wean off the customer’s appetite to continue with the case study. You don’t want that to happen.

Get insights from different people at once

It’s not uncommon for two people from the same company to show up for an interview. I’ve had this experience where two people provided useful insights that I used as quotes. The chance of having two persons respond to an email, phone, and in-person interview is slim.

Ease of reviewing customer responses  

Doing video interviews allow you to review customer responses easily.

Now, if you conducting customer interviews using video, note these:

  • Do the interview in a quiet place.
  • Use a stable internet connection to prevent loss of valuable information and asking customers to repeat themselves.
  • Request the customer’s permission to record the interview.
  • Use a real-time transcription software like Otter AI to take meeting notes.
  • Don’t interrupt the customer when they are speaking.
  • Stick to time. 30 minutes should be 30 minutes.

How to Write an Interesting B2B Case Study

Now that you’ve gathered all the information you need from your customer, the next step is to write your case study. Here are the steps that’ll help you go from customer interview to your first draft:

1. Write a memorable headline

I can wager that you’ve watched many movies.

How many titles do you remember? If you’re like me, the answer is, “Few.” You only remember those that are memorable.

It’s the same with case studies. Case study headlines need to be memorable and show an obvious benefit for prospects.

Traditionally, your headlines can include: 

  • Your company name (not compulsory)
  • An outstanding result
  • Name of your customer
  • Specific figures like number, percentages, or ROI

Take this case study headline in Brandfolder’s B2B case study example , for instance. It shows an outstanding result, the customer’s name, and a specific number of saved hours.

saas case study headline example by brandfolder

Here’s another example from ClickCease , a click fraud and ad fraud prevention platform.

saas case study headline example by clickcease

2. Introduce your customer  

Use the first two or three sentences of your case study to summarize what your customer does. Discuss the mission of your customer, how your customer achieves its mission, and the effect of achieving the mission.

You can also briefly state some information about your customer. This may include the year of founding the company, industry, number of employees, results achieved, and favorite features, etc. 

See how the FreeAgent CRM team puts this in action:

saas case study introduction by freeagentcrm

3. Discuss your customer’s challenges

There are no hard and fast rules here. You can choose to tell a detailed story or highlight your customer’s challenges in a few sentences. 

For instance, this ClickUp case study highlights the customer’s challenge in two sentences.

b2b seo case study

Whereas, the case study by ClickCease , which I mentioned previously, tells a detailed story. 

saas case study customer challenge clickcease

What’s important isn’t the amount of white space you cover when discussing your customer’s challenges. It’s your ability to convey the challenges adequately and paint a picture of how they negatively affected your customer’s processes, growth, revenue, etc.

4. Solutions

Having read your case study to this point, your prospects can see their own challenges staring them in the face. 

Source: Giphy (https://tinyurl.com/ucc343ew)

Use your solution section to show how your product tackled the customer’s challenge head-on. Discuss why your customer ditched the competition and mention your product features, which the customer frequently uses. 

Customer quotes should also take center stage here.

And where relevant, include screenshots of your product in action. This will make your case study interesting and it’ll also improve readability.

Your case study results section should discuss percentages, year-on-year increases, number of new clients for your customer, number of increased leads, etc.

This is where you show off what you can do for prospective customers who are reading the case study.

6. Call to Action (CTA)

Prospects should have a reason to reach out to you. Avoid using boring CTAs like “contact us” or “schedule a meeting.”

Give them a “why.”

A simple way I do this is to use CTAs that relate to my headlines.

For instance, after writing a case study with this headline, “How [customer name] Improves Capacity Management with [my client], ” my CTA was this: 

“Want to Better Manage Your Firm’s Capacity and Hit Client Deadlines?”

Try [my client’s product]

The Cost of Outsourcing a B2B Case study

Marketers who have many tasks on their plate choose to outsource the entire case study creation process. This covers communication with your customer, interview, and writing the case study.

Typical rate for outsourcing all of these is $1,000 to $2,000. 

You can also expect to pay up to $4,000 if your project is complex or if you need a video case study. 

If you’re interested in a traditional case study, which I’ve discussed in this post, then check out my case study packages . You’ll love the result and will probably return for more case studies to power your revenue goals.

my customer requesting to block time on my calendar for two case studies

Got questions or contributions to this topic, drop a comment below or contact me on LinkedIn . I’d love to hear from you.

Precious Oboidhe, Owner.

Precious Oboidhe is a B2B SaaS content strategist and writer for hire. If you need help with strategizing and creating assets for the different stages of your content marketing funnel, get in touch .

linkedin-Precious-Oboidhe

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Penmah Ajulo

As a content writer, I have been contemplating creating a case study, because those who filled the role before me didn’t see the need to. But now, I am sure it is needed. Thank you for this insight-packed blog post. You are a jewel, Precious.

Precious Oboidhe

You’re welcome.

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b2b seo case study

How to Create a B2B Case Study With Our 3-Phase Approach

  • Written By Linsey Knerl
  • Updated: November 17, 2023

Case studies close deals.

They’ve been a staple of the marketing world since John Deere first launched “The Furrow” in 1895, even if no one called them that at the time. Got a problem? We have a solution. Let us tell you about it.

Sure, marketing has evolved since then — but human nature? Perhaps not so much. We are still a “prove it” society, especially when it comes to spending our money. Case studies are proof that your product or service works.

What makes a good B2B case study? How do you create one? This guide breaks the process into three easy-to-follow phases to help you create the perfect B2B case study for your business.

What is a case study? 

What is a case study?

A case study is a sales and marketing tool. It’s a type of report in which Company A tells the story of their successful partnership with Client B. Case studies follows this format:

  • Challenge.  What business problem was Client B having? What stood in their way of reaching a business goal?
  • Solution.  Highlight the solution your brand provided.
  • Results.  Demonstrate success with metrics.

Case studies are also known as “customer stories” or “success stories”. Design-wise, they run from quick one-sheeters to fully designed PDFs.

  Learn More: What Is a Customer Story?

Why are B2B case studies important?

Case studies provide sales prospects with proof that your product or service can help them solve their business challenges and meet their goals.

B2B sales cycles are typically long and complicated, and the product or service in question is usually costly. In a recent  Gartner  survey, 77% of B2B buyers said their latest purchase was “very complex or difficult.”

In B2B sales, you’re trying to influence an entire group of decision makers rather than a single consumer, which complicates the process. The same Gartner survey found that there are 6 to 10 people involved in the decision to purchase a complex B2B solution.

Now consider how these decision makers are gathering information about you and your competitors.

  • They’re online, of course.  According to  Zippia , 67% of the B2B buyer’s journey is done digitally, and more than half of prospects rely on helpful content (such as case studies) for their research.  Gartner predicts  that by 2025, 80% of B2B sales interactions will occur on digital channels.
  • They’re looking on social.  No surprises here either. Seventy-five percent of B2B buyers and 84% of C-level executives use social media to research purchase decisions, according to an  IDC report .
  • They want you to help them with their decision.  According to  Gartner , when prospects believed that vendors were providing them with helpful information, they were 2.8 times more likely to experience a high degree of purchase ease and 3 times more likely to buy a bigger deal with less regret.

Following up a pitch with a case study (or two or three) is part of the proof-providing and relationship-building processes that lead to large B2B purchases.

Master B2B Case Studies in 3 Steps with our in-depth guide !

How do case studies fit into your overall digital marketing strategy? 

How do case studies fit into your overall digital marketing strategy?

You need  content for all stages of your funnel .  Case studies are decision-level content for your buyer’s journey.  They demonstrate the value of your product or service and showcase your company as an innovator and problem-solver.

What’s the difference between ebooks, case studies, and white papers?

While each of these is (typically) long-form content (1,000+ words…  ish ), their goals are slightly different.

Ebooks  are deep dives into a certain topic. The subject matter warrants more pomp and circumstance than a typical blog post provides. These might be gated (“gated” means the content in question is held behind a form-fill and the user must give you their email address to access your content).

Case studies , also known as customer stories, use a “challenge/solution/results” format to demonstrate how a product or service helped a client. Don’t gate these. Case studies are decision-level content that help prospects make a purchasing decision. They should be able to access your case study with ease.

White papers  are more formal pieces of thought leadership in which a company explains a trend or makes predictions. Claims are backed by reputable and primarily academic sources. Again, no gating. Make it easy for users to access your white papers.

Learn More: Understanding Case Studies, eBooks, and White Papers

How to write a B2B case study in 3 phases

When you’re staring at the metaphorical blank page, the process of putting a case study together seems overwhelming. It’s detailed, for sure, but we’ve broken it down into three phases, each comprising several steps. Follow our process to create a stellar B2B case study.

Phase 1: Prep

Phase 1: Prep

Step 1. decide on the customer’s story.

There are two things to consider when figuring out a customer story to feature:

  • What are your prospects struggling with? What are their common pain points?
  • Compare that with your most successful client relationships. Whom did you recently help? Remember — they need to have remarkable results you can showcase, too.

Keep in mind:  Case studies are more effective when you name the client you helped. Unfortunately, for various reasons, sometimes a client won’t let you use their name, forcing you to do something like, “We helped a client in the content marketing software space,” rather than, “We helped ClearVoice.” If you can, pick a client who agrees to be named and quoted (more on quotes below). It’s just a better experience all around.

Step 2. Gather your stakeholders

How many people you need to pull into your case study depends on the size and mechanics of your company. If you’re a one-person show and this is all on you, then advance to the next step. If you work in a larger operation, you’ll need input from:

  • The client’s main point of contact at your company (likely an account manager)
  • Anyone else who serviced the account
  • A data analyst (or whoever handles data and metrics for this customer)
  • The client and their stakeholders
  • Any C-suite execs on both sides who have wonderful things to say about this relationship (for quotes)

These job titles may look different at your company. Tailor this step for what makes sense for you.

Step 3. Create a questionnaire

You can distribute the questionnaire via email or use it to guide a real-life conversation. It doubles as an outline for your case study, too.

Ask the client:

  • What business challenge were you experiencing?
  • Have you tried to solve this problem before? What were the results?
  • What solution(s) did we offer?
  • How did we stand out from our competitors?
  • How was the implementation phase of our product or service?
  • How has our product or service helped?
  • Did we meet your expectations?
  • Please demonstrate success with key performance indicators (KPIs).

Ask your team:

  • What were your initial thoughts when you first talked to the client and heard their challenge?
  • What solution did we offer? What were your goals with our solution?
  • How did the implementation phase of our product or service go?
  • Did we meet the client’s expectations?
  • How has our product or service helped this client?

When you send the questionnaire or hold the meeting, make sure the client and higher-ups know that you need a quote that speaks to the partnership’s success.

Step 4. Set tasks and timelines

Send out your questionnaire and/or schedule your meeting to discuss the above. Make sure everyone knows what they’re tasked with and their due dates.

Once you’ve received everyone’s input, it’s time to move to Phase 2.

Phase 2: Write

Phase 2: Write

We know you’re intimidated by the “W” word, but don’t be. As mentioned earlier, case studies all follow this basic format:

This alleviates the need for you to come up with anything super special here. Just follow this basic outline for your B2B case study:

1. Introduce the client

Give some background about their situation. How long have they been in business? How many employees do they have? Where are their headquarters?

2. Present their challenge

Spend a few paragraphs detailing the client’s problem before using your product or service. What goals were they trying to achieve, and what was standing in their way?

3. Share your solution

In two to three paragraphs, tell us how your product or solution helped solve the client’s problem. Explain why the client chose you and how doing so improved business for them. Keep the focus on the client and their success.

4. Show results

This is the proof/pudding step. Show how your solution led to tangible results. Give us metrics. Here are three examples from various B2B case studies:

b2b seo case study

5. Include quotes and visuals

These elements add personality and credibility to your study. Find a few nuggets that speak to the success of the relationship and feature them prominently. Graphs, charts, and individual data points make for good custom graphics that can liven up your case study. As you flesh out the story, think about which data points would make for good custom graphics. Call these out in a comment for your designer.

6. Don’t forget the call to action

Every piece of content needs a CTA . Tell the reader what to do next. Seeing as case studies are usually consumed farther down in the customer journey (i.e., mid-to-bottom level of the funnel), go with a CTA that’s appropriate for that stage. A few that might make sense for you:

  • Start your free trial
  • Book a demo
  • Get started

7. Send your case study for review

Once you’ve written, edited, proofread, and agonized over your work, it’s time to send your draft for review. Make sure every stakeholder has a chance to comment on the content. It’s not unusual for it to take several rounds before all the wrinkles are ironed out. Once you have the final version that everyone’s happy with, it can go to design.

Phase 3: Promote

Phase 3: Promote

Unfortunately, you can’t just publish your case study to your site and watch the leads roll in. Phase 3 is about promoting your case study.

Promote it on your site, blog, and social

If you don’t have a dedicated case studies page on your site, consider adding one. Seasoned B2B buyers know to head straight there for real use cases. At ClearVoice, our case studies (we call them “customer stories”) can be found in the top navigation bar:

b2b seo case study

Pull some of the quotes from the case study and sprinkle them throughout your site, especially on relevant product pages. These serve as testimonials. Design them into quote cards, and you can post them on social (if you don’t have a graphic designer, try a tool like  Canva  or  Snappa  to create these yourself).

Promote your case study on your blog and on your social channels. To better resonate with your target audience, make sure to call out the common pain point and the solution in your leads and posts. Tag your client and link back to the case study.

Don’t forget to follow your social channels closely after you post.  The more chatter your post gets, the better visibility it receives.

Include them in a relevant email campaign

Case studies are excellent content for an email nurture campaign. According to the  Content Marketing Institute , 81% of B2B marketers say email is their most used form of content marketing. They’re also a good way to reconnect with a prospect who has gone cold.

Make sure your sales team has them

We’ve never met a sales team that didn’t love a good case study. Some have even been known to (brace yourself) print them and take them to trade shows, meetings, etc. Marketer  Neil Patel says  he used case studies to increase his deal closing ratio by 70% and his sales by a whopping 185%.

Include them in pitches and proposals

Always include at least one relevant case study (two or three is better, but no more) with your pitches, proposals, follow-up sales emails, etc. As stakeholders continue to hear pitches and research solutions, your case study is social proof that yours works.

5 case study examples we like

1. fractl and porch.com.

This case study is called  How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year . It’s an excellent example of the power of bold graphics and clean design. Note how clean the client quotes look.

b2b seo case study

2. Think With Google and SEMRush

How to promote a complex product on YouTube: Inside one company’s winning strategy . This case study from the SEO tool SEMRush is fairly long at almost 1,300 words —and that’s OK. Don’t shy away from complicated topics that need more space to explain. 

b2b seo case study

3. AppSumo and SEO Buddy

How SEO Buddy Made $90K Through 1,700 Customers Found on AppSumo . This case study does an excellent job of boiling key points down to digestible pieces while maintaining visual integrity.

b2b seo case study

4. FormAssembly and UtmostU

Nonprofit Organization Reduces Manual Work by 50% with FormAssembly’s Data Collection Platform . Who doesn’t want to reduce their workload by 50%!? This case study puts the value proposition right in the headline, and it works beautifully.

b2b seo case study

5.  ClearVoice and GLOBO

Helping a Language-Services Provider Become a Greater Force for Good . Oh look, ClearVoice made the list All of our customer success stories follow the same format and are about the same length. This standardizes the research process for prospects, who can easily find the information they need as they tab through our studies.

b2b seo case study

Get Help Creating Your Next B2B Case Study

ClearVoice partners with hundreds of talented and vetted  content  writers and strategists who can create the B2B case study you need for your industry.  Reach out to a ClearVoice content pro today . 

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b2b seo case study

B2B SEO: Optimizing Case Studies for Maximum Results

3 minute read

b2b seo case study

Case studies are a powerful B2B marketing tool to showcase your company’s success and prove its value to potential customers. However, these case studies cannot reach their full potential unless they are optimized for search engine optimization (SEO). In this blog post, we discuss best practices for optimizing case studies for B2B SEO.

First of all, it is important to understand the value of keywords for SEO. Keywords are words and phrases that users enter into search engines when looking for a specific product or service. That’s why it’s important to conduct comprehensive keyword research to identify the words and phrases that potential customers use when searching for solutions related to your industry. Including these keywords in your case studies can significantly improve their visibility on search engine results pages (SERPs).

When optimizing case studies for SEO, it is important to have well-organized and informative headings and subheadings. This will not only make your case study easier to read for potential customers, but also easier for search engines to scan. Including target keywords in your headings and subheadings can further improve your case study’s SEO.

Another important aspect to consider when optimizing your case study SEO is the use of internal and external links. Internal links help search engines understand your site’s hierarchy and content, while external links to reputable sources can improve your site’s credibility. Additionally, using appropriate anchor text for these links can further improve the SEO of your case study.

Including multimedia elements such as images, videos, and infographics in your case studies can also improve SEO. These elements can increase user engagement, making your case study more shareable and more likely to contain links from other websites. Additionally, optimizing all images used with alt tags can help search engines understand the content and relevance of your case study.

Finally, it is important to regularly update and promote your case studies to maintain their relevance and visibility. Search engines prefer fresh and current content, so updating your case studies with new data or success stories can help improve their rankings. Promoting your case studies on various platforms such as social media, industry forums, and email marketing can increase traffic to your website and improve your overall SEO.

In summary, optimizing your case studies for SEO requires careful consideration of keywords, headings and subheadings, links, multimedia elements, and regular updates and promotions. By implementing these best practices, B2B companies can ensure that their case studies are well optimized and can reach a wider audience, ultimately leading to B2B success.

Want to improve your website’s visibility in search engine results? Silk Can Help.

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7 Steps to Building an Effective B2B Content Marketing Strategy

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Julia McCoy

b2b content marketing strategy

These days, every business needs a B2B content marketing strategy. But between choosing topics and figuring out distribution, it can be tough to know where to start.

While content marketing might feel like a guessing game, the most successful content marketers let data, analytics, and customer behavior guide their B2B content marketing strategy from beginning to end.

Unlike B2C content, B2B content requires a nuanced approach that caters to the specific needs and pain points of other businesses. This blog post will guide you through the key elements of a successful B2B content strategy, from understanding your target audience and setting clear objectives to creating compelling content and leveraging the right distribution channels.

Whether you’re a seasoned marketer or just starting out, these insights will help you craft a strategy that resonates with your audience and achieves your business goals.

Table Of Contents:

Why use content marketing for your business, step 1: find and understand your target audience, step 2: develop your unique value proposition, step 3: choose content formats your audience craves, step 4: create content for all stages of the customer journey, step 5: identify topics for content creation, step 6: plan your content calendar, step 7: promote content on the right channels.

To get your target customer’s attention, you’ll need a way to stand out in a sea of competitors. Although paid ads are certainly one strategy, inbound content marketing is a great way to increase website traffic organically. Content marketing builds upon itself over time, increasing brand awareness.

Because B2B companies tend to have a much longer sales cycle than B2C companies, content marketing is an effective way to nurture leads. Content formats that provide in-depth information, such as blog posts, case studies, white papers, or original research reports, are great examples.

When sales professionals are ready to have that first sales call, the groundwork for their pitch will already be done.

Another benefit of a smart B2B content marketing strategy is that it decreases the resources needed by marketing and sales departments. One study reports that almost 70% of B2B marketing content goes unused , usually because there’s a disconnect between sales enablement resources and real sales needs.

Departments can better collaborate on strategies that give everyone the information they need without having to start from scratch every time.

How to Create Your Own B2B Content Marketing Strategy

Let me walk you through how to create a five-star content marketing strategy that’ll keep B2B customers coming back for more.

Your intuition can only get you so far when trying to connect with a target audience. There’s really no excuse not to leverage the power of free information readily available across the web.

Researching competitor brands is an amazing way to figure out who your content should target. Head over to their social media accounts and see what people are commenting on, asking, and even complaining about. Pay attention to where potential customers express confusion or uncertainty.

Next, visit websites where your ideal customer might be asking those same questions but this time in a forum setting. Answer the Public, Quora, and Reddit are great places to discover what your audience is looking for.

And lastly, nothing beats going straight to the horse’s mouth. Although it takes more time and effort, creating surveys and incentivizing customer feedback or testimonials provides granular proof of what makes your ideal customer tick. This will only serve to strengthen your content.

Once you have all your research done, it’s time to build a buyer persona.

A buyer persona is a semi-fictional representation of your ideal customer. Think of them as a composite sketch of your best customers.

You are not making them up, though. This data is based on market research and data from your existing customer base.

Why do you need a buyer persona? Because it helps you focus your content marketing strategy. When you know who you are trying to reach, you can create content that is relevant and valuable to them. This will make them more likely to read your content, engage with your brand, and eventually, become a customer.

So, how do you build a buyer persona? Based on their demographics, pain points, and goals, give them a name, a job title, and even a picture. The more detailed your buyer persona is, the more helpful they will be.

There’s no substitute for originality in B2B content marketing. What kind of content is already ranking high for relevant searches? How can you provide something even better and more specific?

For example, instead of simply writing a blog post listing the benefits of your product or service, take it a step further. Create a case study blog post like this one from the quiz software Interact .

Not only will it engage a wider variety of readers, but it’ll show the customer that you understand the issues they’re facing. When customers see themselves and their experiences represented, it builds instant trust in your brand.

In a world full of empty claims and generic platitudes, sometimes the key to high-converting copy is to simply show you care.

Picking the best format for your content is a delicate dance. You’ve got to choose something that feels good for your brand and is a proven way to attract eyeballs (and sales!). It might feel overwhelming, especially with so many platforms vying for your attention, so I’ve listed some key distinctions below.

According to Semrush, 70% more traffic went to blog posts with videos compared to articles without videos. And since 91% of companies are currently using video in their content marketing strategy, it’s probably not going away any time soon.

If you’re looking for a place to start, a great format that hits the sweet spot is pairing blog posts with videos.

b2b content marketing strategy content formats

No matter how fancy things get, never discount the power of tried-and-true formats that continue to deliver.

Although companies that blog are more likely to have 13 times higher ROI compared to companies that don’t, they might not be right for every brand.

Consider the top 3 content marketing objectives of the average B2B marketing team:

  • Build brand awareness
  • Educate the target audience
  • Establish credibility

If your objectives overlap with these three, blog posts might just be a winning strategy. Think about what content types will resonate with your specific audience.

Think about your own experience as a customer. You probably don’t wake up one morning and randomly decide to buy something complicated or expensive, right? You usually go through a process first.

That’s where the customer journey comes in. It’s the process someone goes through from first becoming aware of your business to eventually becoming a loyal customer. And guess what? Content plays a big role every step of the way.

Here’s the thing. Different types of content work better at different stages. Let’s break it down:

  • Awareness: At this stage, people are just starting to realize they have a problem or a need. They’re looking for helpful information, not a sales pitch. Blog posts, articles, and videos that answer common questions work really well here. Think about the questions your ideal customers are asking.
  • Consideration: Okay, now the person knows they have a problem and they’re looking at potential solutions. This is a good time for case studies, white papers, and webinars. Show them how your product or service can help by providing more in-depth content.
  • Decision: This is where the customer is close to making a purchase. They might be comparing different options. Now’s the time for testimonials, demos, and free trials. Give them the information they need to feel confident choosing you.
  • Retention: Congrats, you got a customer! But your job isn’t done. You want to keep them coming back. This is where email newsletters, loyalty programs, and exclusive content come in.

Remember, content marketing strategy is about building relationships. By creating valuable content for each stage, you nurture those relationships and guide people toward becoming happy, loyal customers.

Your B2B content marketing strategy needs great content. But how do you know what to write about? And once you have some ideas, how do you actually create content that people want to read?

First, you need to know what topics are gaining the most traction in your field. This is where keyword research and competitor analysis come in.

Keyword analysis is a mandatory step when creating new content. Find out which phrases are hot in your niche and feed them into a tool like Content at Scale to find new search terms related to them.

Here’s what Content at Scale’s keyword report looks like:

b2b content marketing strategy keyword research

Pro tip: Keywords with low competition and decent search volume are the easiest to rank for.

Next, check out what your competitors are writing about and find gaps that you can fill. You can add the same topics to your content calendar (don’t copy their content!) but add your own insights or explore a different angle.

Once you have a few topic ideas, go back to Steps 3 & 4 to determine which content type and format are best for each customer journey stage.

At Content at Scale, we understand the difficulty of producing content day after day. Unless you have an in-house team of writers or are willing to spend hundreds of dollars on freelancers, it’s almost impossible to publish a steady stream of blog posts, case studies, newsletters, and other types of content to fill your editorial calendar .

This is why we’ve built a robust AI writer that can handle all your content production tasks — from keyword research to article generation and publishing.

Need an in-depth blog post for the Awareness stage? Our RankWell long-form writer can generate a 2,000-word, research-backed, well-written article from just a single long-tail keyword. No prompts needed!

You get an SEO title, meta description, URL slug, H2-H5 headers, an intro and a conclusion, a table of contents, and comprehensive coverage of your topic — everything you need to rank well in search engines.

b2b content marketing strategy with content at scale

For your short-form content needs, we bring you AIMEE — Content at Scale’s resident chatbot — and 40+ AI Agents that are trained on specialized marketing tasks like lead generation, e-commerce marketing, social media posts, ad copy, and more.

Below is a screenshot of an email written by one of our AI Agents, Ethan the email marketing expert. I simply asked the AI to write an email draft for a B2B customer who is in the “decision” stage of the buyer journey.

b2b content marketing strategy short-form copy

Whether you need blog articles, gated content, video scripts, sales letters, landing page copies, or any other type of marketing content, you can rely on Content at Scale to deliver.

The last step in building an effective B2B content marketing strategy is identifying where you’re placing the content you create.

Email nurture campaigns are used by more than 9 out of 10 B2B marketing teams .

Why are emails such a powerful piece of marketing content?

Emails target those that are already in your network. Prospects have to opt-in in some way, giving your sales department an advantage in moving folks to a final sale down the road.

Your B2B content marketing strategy likely includes several distribution channels, so you’ve got to tailor the voice and tone accordingly. One strategy is to write with a more casual tone when writing emails to segments who’ve only signed up for your email list.

As they become more engaged, perhaps by downloading gated lead magnets, your tone might become more formal. Showcase the level of professionalism they’ll experience as paying customers. It is advisable to become familiar with the customer journey so you know the best time to present your offers.

The above strategy can be implemented in each content format you choose. The point is, audience behavior needs to dictate how formal or casual your content comes across.

Over time, you’ll learn how direct you can be in your calls to action within a piece of content. Your marketing efforts should change as you learn more about your customers.

Crafting a great B2B content marketing strategy takes more than a passing familiarity with marketing trends. You must meet your customers where they’re at by creating in-depth, original content that actually fulfills what your sales pages promise.

That level of genuineness isn’t something you can fake; it has to be baked into everything from your first email interaction to that final call that closes the deal.

By using the above steps as your guidepost, your B2B content marketing strategy will turn clicks into customers without feeling like an empty marketing ploy.

b2b seo case study

Written by Julia McCoy

b2b seo case study

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We position medical device companies as innovative leaders in the healthcare industry to create long-term, sustainable leads pipelines.

 Our Medical Device  Clients Include:

Intuity Medical Updated

Medical Device SEO : Our Approach

Comprehensive seo strategy, expert medical writers, thought leadership.

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Medical Device Companies Have Partnered With Us To Create:

  • An online compendium of Active Pharmaceutical Ingredients (APIs) Resource hubs on managing prescription drug addictions such as Xanax, Ativan, and Adderall
  • A series of problem and solution pages covering commonly-searched issues (e.g. “anesthesia machine ventilator failure”)
  • Clinic-ready infographics on synaptic pruning, the mesolimbic dopamine system, and mindfulness-based relapse prevention
  • White papers on technology trends and groundbreaking outcomes in our clients’ medical fields
  • A pillar page on neuroplasticity and drug addiction

Our Work: A Medical Device Case Study

Med Dev Case Study Lp

We worked with a leading medical device company that develops personal medical equipment. Over the course of our campaign, we developed a custom-built SEO campaign to improve their brand visibility among patients, and supported this campaign with regularly published, ghostwritten content.

Our strategy targeted search terms that reflected the most common pain points of patients, and our writers created compelling, easy-to-read content that provided actionable advice. Over the course of the first two years, our work resulted in $1.95 million in revenue, resulting in an ROI of over 800%.

Our Medical Device  SEO Results

Average 3-Year ROI

B2b Saas Roi 2024

Medical device companies are consistently among our clients with the best ROI for SEO services, averaging $2.4M / year in new, net revenue. We’ve partnered with companies that specialize in a wide variety of devices and equipment, from heart monitoring devices and anesthesia machines to veterinary equipment and small batch prototyping services.

Our customer-focused onboarding process puts you and your goals first. We’ll discuss your offerings—now in the future—and work to truly understand your approach, target audience, and key competitors. We’ll learn what makes you unique, adopt your voice, and use our insights to launch a year-long campaign dedicated to positioning you as the thought leader in your field.

Other Relevant Marketing Stats for Medtech Companies:

  • Average engagement rate:  65%
  • Average time on site: 3:58
  • Landing page conversion rate: 1.5%

B2B (Business to Business) Search Engine Optimization (SEO) Guide: Strategies and Case Studies

B2B SEO Tutorial

Business to Business (B2B) Search Engine Optimization (SEO) is organic search visibility increasing strategy to increase the revenue, conversions, brand value, and organic traffic on search engines such as Google, Yandex, Microsoft Bing, DuckDuckGo, and Yep. B2B SEO involves business analysis, and content marketing for key decision-makers such as CEOs, CMOs, and CFOs. Business to Business Search Engine Optimization helps small and big businesses to achieve their sales targets. B2B SEO focuses on industrial businesses as buyers and sellers to create revenue. B2B SEO is different from Business Consumer (B2C) SEO.

What is B2B SEO? B2B SEO is the optimization of Business Websites for better search rankings on Google, and Bing-like search engines. B2B SEO provides better business economics by increasing sales for industrial channels. B2B SEO has its own challenges such as low search demand for keywords, the requirement of expert authors, intense corporate communication, small and lesser-known markets, and the requirement of multilingual content for different countries. To exceed the B2B SEO challenges with B2B SEO Strategies, using various search engine optimization verticals such as Local, Technical, Semantics, and PageSpeed optimizations are required.

What are the facts about B2B SEO?

  • B2B SEO Strategies involve content marketing, writing, the keyword (search query term) research, topical map creation with semantic SEO, local SEO verticals, and Technical SEO.
  • B2B SEO with Content Marketing: Content marketing involves making content visible, shareable, and consumable by the targeted audience while answering the questions of the market.
  • B2B SEO with Technical SEO is to improve the crawling and indexing efficiency of the website for better and faster organic search results and search rankings.
  • B2B SEO with Local SEO is to provide better local relevance, explorability, and entity-oriented search reputation by optimizing the Brand SERP, further.
  • B2B SEO with Page Loading Performance Time Optimization is to improve conversion rates, and usability of the website for mobile, desktop, and portable web surfing devices such as handheld smartphones, and desktop computers.
  • 1. What does B2B SEO Guide focus on?
  • 2.1.1. 1. What is Low Keyword Search Demand?
  • 2.1.2. 2. Longer and more Complicated Sale and Conversion Funnels
  • 2.1.3. 3. Low Conversion Rate
  • 2.1.4. 4. Thought Leadership
  • 2.1.5. 5. Legit Online Presence
  • 2.1.6. 6. Years of Experience in Signals
  • 2.1.7. 7. Trust Elements for Industry
  • 2.1.8. 8. Digital Public Relations
  • 2.1.9. 9. Certificates and Licenses for Industry
  • 2.2. What is the Difference between B2B and B2C SEO?
  • 3.1. 1. Analyze Buyer Personas for B2B SEO
  • 3.2. 2. Determine a Target Audience
  • 3.3. 3. Perform Topical Research for Higher Coverage
  • 3.4. 4. Analyze Competitors’ Web Pages, and Anchor Texts
  • 3.5. 5. Extract all the Knowledge Domain Concepts and Experts
  • 3.6. 6. Determine a Content Production Guide for Expert Authors
  • 3.7. 7. Design Conversion Funnels
  • 3.8. 8. Determine Conversion Steps and Obstacles
  • 3.9. 9. Determine Content Production Formats
  • 3.10. 10. Perform Internal Linking and Anchor Text Optimization
  • 3.11. 11. Audit Content Expertise and Accuracy of Information
  • 3.12. 12. Improve Relevance, Accuracy, and Comprehensiveness Always on
  • 3.13. 13. Analyze User-engagement and Feedback
  • 3.14. 14. Use Omnichannel User Retention Practices
  • 3.15. 15. Promote B2B Content for Digital PR
  • 3.16. 16. Increase Page Speed and Crawling Efficiency for Users and Search Engines
  • 3.17. 17. Increase the Historical Data of the Website by Staying Active with Higher User Satisfaction
  • 3.18. What are the Most Important Steps for B2B SEO Strategies?
  • 4.1.1. Results of the B2B SEO Case Study for the Metallurgy Industry
  • 4.1.2. Using the Pages and Crawl Stats Reports of Google Search Console for B2B SEO
  • 4.1.3. Using Google Search Console Page Experience Report for B2B SEO
  • 4.2.1. The Results of B2B SEO Case Study in the Pool Construction Industry
  • 4.2.2. Analyzing Google Search Console Pages (Coverage) Report for B2B SEO
  • 4.2.3. The Indexed and Non-indexed pages analysis for B2B SEO involves the efficiency of the website for being understood and crawled to be indexed by the search engine. The visual expression of the analysis of the indexed and non-indexed URLs for the B2B SEO is below.
  • 4.2.4.1. Analyzing Google Search Console Page Experience Report B2B SEO
  • 4.2.5. Crawl Stats for the Pool Construction B2B SEO Case Study Project and their Analysis
  • 4.3. B2B SEO Case Study for Gift Production Industry
  • 4.4.1. Understanding B2B SEO with Google Search Console Crawl Stats
  • 4.4.2. Understanding B2B SEO with Google Search Console Core Web Vitals Scores
  • 4.4.3.1. Response Code Analysis from GSC Report for B2B SEO
  • 5.1. Why is SEO Important for B2B Marketing?
  • 5.2. What are the SEO Templates for B2B Market?
  • 5.3. What are the B2B SEO Best Practices?
  • 6. Last Thoughts on Holistic SEO and B2B SEO

What does B2B SEO Guide focus on?

The content of the B2B SEO Guideline is given below.

  • B2B SEO Guide involves B2B SEO Strategies.
  • B2B SEO Guide explains Content Marketing, Writing, and Publishing strategies that involve communication campaigns.
  • B2B SEO involves social media marketing and crowdsourcing for better brand visibility.
  • B2B SEO Guide involves a B2B SEO Case Study with over 100% Organic Click Increase

What is B2B SEO?

B2B SEO is to create an organic search conversion funnel according to the B2B customer’s search journey with long-term marketing strategies for ranking on search engines, primarily Google. B2B SEO involves conducting keyword research, creating a buyer persona, establishing expertise and authority for an industry with thought leadership, and comprehensive content marketing. B2B SEO best practices change according to the business industry. For example, SEO best practices for a business from the tourism industry changes compared to an enterprise for laser cutting. Large and small businesses need different B2B SEO Strategies. Thus, knowing the components of B2B SEO is important to create the best B2B SEO Strategy.

B2B SEO helps for eliminating the dependence on paid media while creating money pages that convert faster and better.

What are the Components of B2B SEO?

Components of B2B SEO involve the B2B SEO practices and their requirements, such as having knowledge domain experts as authors, and including thought leadership in the branding process. The conditions for B2B SEO are required for the components of B2B SEO practices. The conditions and components of the B2B SEO are listed below.

  • Low Keyword Search Demand
  • Longer and more Complicated Sale and Conversion Funnels
  • Low Conversion Rate
  • Thought Leadership
  • Legit Online Presence
  • Years of Experience Signals
  • Trust Elements for Industry
  • Digital Public Relations
  • Certificates and Licenses for Industry
  • Semantic Content Network

1. What is Low Keyword Search Demand?

Low Keyword Search Demand or Volume means that the number of searches for a specific phrase is lower than normal searches. Low search demand makes search engine optimization more details by explaining knowledge domain concepts and industrial trade components for the business. B2B SEO involves low keyword search demand by making the conversion funnels more complicated. Thus, to improve brand awareness and have topical authority in B2B SEO, brands need to process different but connected concepts and topics. For example, for accounting software, the brand needs to process accounting concepts, and methods or types to show the expertise, and canalize the users to the conversions.

2. Longer and more Complicated Sale and Conversion Funnels

The Longer and more Complicated Sale and Conversion Funnels in B2B SEO involve harder predictions for search behaviors. The market segments in B2B marketing are smaller than in B2C, thus the individual nature and personality create the difference when giving key decisions. Thus, the B2B SEO has more complicated sale and conversion funnels. Conversion path and funnel involve different types of theories, such as the 3 Click Theory, which states that every click funnel shouldn’t be longer than 3 clicks. But in B2B SEO, many companies need different channels for conversions, such as phone calls, emails, or video calls. B2B SEO Companies and Agencies focus on industry sale channels by creating a higher-profile communication campaign that involves Digital PR, news and press releases, and events for the industry. Complex B2B Sales funnels for SEO requires creating multiple landing pages, and multiple conversion actions, better call to action that explains the needs of the business’s key decision-makers. To create a million dollars worth of purchases in B2B Marketing, multiple meetings are required.

Using fairs of industry, show-rooms, 3D, and Augmented Reality technologies in B2B Marketing and SEO is needed for higher conversion rates and to increase the chance of complicated sales funnels. Fairs show the expertise of the brand, and leveraging fairs in SEO, especially Barnacle SEO methodology, helps B2B SEOs to decrease the needed phone calls or video calls before the conversion.

3. Low Conversion Rate

Low Conversion Rate is a component of B2B SEO, as complicated conversion funnels and low keyword search volume. The low conversion rate in B2B Search Engine Optimization causes due to value per sale. Value per sale involves the amount of monetary value per successful conversion. The value per sale and conversion rate is in inverse proportion. Low Conversion Rate in B2B SEO is measured differently from “click-to-sale” and “click-to-inquiry”. The “click-to-inquiry” conversion rate is higher than the “click-to-sale” conversion rate. Usually, “click-to-inquiry” conversion rates change between 4-11% according to the business industry, and “click-to-sale” conversion rates are not over 1% in B2B SEO. To increase B2B Conversion Rate, branding, and conversion path analysis and tracking are needed.

4. Thought Leadership

Thought Leadership is expertise for a certain topic or area to demonstrate professionalism, success, and experience with unique value. Thought leadership is a way of marketing, and expressing of talents and dedication of the person. Thought leadership belongs to a person who has exponential growth and success in an industry. Thought leadership in B2B SEO helps for boosting industry presence while building brand awareness faster. B2B SEO leverages thought leadership to be a reliable source and authoritative brand for a specific topic. Content marketing, social media marketing, and online and offline event ownership are different ways of showing thought leadership. As Thought Leadership examples, Steve Jobs, and Fran Blanche can be given. And, Apple SEO Project leveraged Steve Jobs’ thought leadership for higher brand awareness for many years.

5. Legit Online Presence

Legit Online Presence involves proof of the legality of the company such as a legal address, phone number, email address, company founders’ identity, headquarters, names of teammates, their background, and views for the company, a tax ID, and license of the company. Legit online presence is reflected on review and complaint websites along with investment portfolio websites that include investors, companies, CEOs, and others. The Legit Online Presence helps for B2B SEO by improving the brand’s Expertise-Authoriteveness-Trustworthiness (E-A-T) in the eyes of search engines and users. A legit online presence helps for better conversions, especially in the B2B SEO, since most of the purchases cost hundreds of thousands of United States Dollars.

6. Years of Experience in Signals

Years of Experience signals involve the length of industrial activities of the company for the industry with invoices, successes, sales, and events. Google My Business (Google Business Profiles) shows the experience of the companies by giving its foundation date, and labeling it by saying in Business for 1, 2, or 3 and more years. Google’s understanding of serving the search results whether it is for local search results, whether web results represent their understanding. To show years of experience in B2B SEO for better organic rankings, demonstrating proof of long or intense experience is needed. Google search engine measures the expertise with historical data and consistency. Google doesn’t rank websites a few days after they publish their articles. Google B2B SEO requires patience and demonstration of expertise through reviews, case studies, publications, product variations, and unique value with consistency. Years of Experience in B2B SEO involves the main 7 components below.

  • The foundation date of the company is a B2B SEO factor for demonstrating company experience.
  • The intensity of the length of experience involves the value of the length of experience. A company with two years of experience might have better value than a company with 10 years of experience.
  • Company Success Stories involve case studies, research, publications, books, webinars, seminars, education sessions, and social responsibility campaigns to demonstrate the business value to the industry. Company success stories help B2B SEO by creating brand value, and better E-A-T.
  • Company Press Releases and Coverage helps B2B SEO by providing a corporate image by demonstrating the company’s value.
  • Company CEO’s Length of Experience helps to strengthen the experience of the company. A company with 0 years of experience takes advantage of a high-level, experienced CEO.
  • Company Product Line involves the products that the company produces. A long product line shows the success of the company with variations of the same product.
  • Company Review Count and Review Deepness demonstrate the business feedback. Older reviews and detailed reviews show the experience level of the company in satisfying the clients and customers. B2B SEO and company reviews are connected due to E-A-T, and conversion funnels.

The experience signals help B2B SEO agencies to boost organic search visibility for small and large businesses, including enterprises with a faster conversion path.

7. Trust Elements for Industry

Trust Elements for Industry involve the trust signals such as positive relationships, good judgment, consistent success, and unique expertise. Trust elements differ between industries. For example, for a business in the automotive industry, the big automobile manufacturers as partners might signal trust for the company. Trust elements help for Business to Business search engine optimization to convince key decision makers for big purchases. Trust Elements as a component in B2B SEO help businesses for convincing more clients. Search engines use trust elements to filter unreliable web sources from the prestigious and confident service providers and product producers in B2B and B2C industries. The fundamental website and company trust elements for B2B SEO are listed below.

  • Success Stories
  • CEO Background
  • Social Responsibility Projects
  • Citations of the Company name in reliable sources
  • Positive user and customer feedback
  • Strong social media existence
  • Having a live customer support
  • Having an open address, phone number, and email address on the website
  • Expertise signals such as unique research and rewards.
  • Reliable partners in the business world

8. Digital Public Relations

Digital Public Relations for B2B Marketing and SEO involves different media coverage with magazines, newspapers, TV, and digital publications. The return on investment for Digital PR is higher than for Business to Consumer Digital Public Relations. According to a study by CMO Council, 87% of BtoB (Business to Business) buyers are affected by digital public relations and online content marketing. 17% of the B2B buyers meet with the suppliers through physical contact and meetings after the exposure to Digital PR. Digital PR for B2B SEO helps for acquiring more referring domains, and backlinks to increase the PageRank, and approval from the web while boosting referral traffic along with the trust for the company. The digital PR budget for B2B SEO is arranged according to cost-per-click metrics, and tangible results.

9. Certificates and Licenses for Industry

Certificates and Licenses for Industry are a part of B2B SEO to improve the trust and conversion funnel success. Certificates and Licenses for Industry norms help a business to prove its success, and authoritativeness, along with expertise for the specific topic. For example, the automobile industry needs certain types of manufacturing licenses, or automobile selling licenses, and for the laser cutting industry, the “HOBBY Series Certification”, and “Pro-Series” certifications are used. The used certifications and licenses should be specific to the brand so that the company can prove its responsibility. The B2B SEO leverages certificates, licenses, and media coverage of the company for further relevance and topical authority.

10. Semantic Content Network for B2B SEO

Semantic SEO, and Semantic Content Networks, are fundamental for B2B SEO. Creating a glossary for the industry, explaining production, and manufacturing methodologies, produced components, their types, materials, and service types. For example, a company from laser cutting and 3D Printing services has to cover all the materials, machines, machine parts, types, produced components, colors, and improvements. Covering all the possible phrase taxonomies, products, search intents, query networks, and groups, and reflecting the best possible lexical relations, and query semantics on web pages’ content is important for B2B Semantic SEO.

What is the Difference between B2B and B2C SEO?

B2B SEO and B2C SEO differences involve branding, content marketing, keyword research, and semantic SEO differences mainly. B2B SEO campaign budgets are bigger than B2C SEO campaigns, even if the B2C SEO campaigns require more authors and bigger content networks. To see the main differences between B2B and B2C SEO strategies, read the comparison table below.

B2B and B2C SEO ComponentsB2B SEOB2C SEO
Content MarketingB2B SEO Requires higher topical coverage for deeper details for topics that require expertise. Covering B2B SEO topics is harder when compared to B2C SEO.B2C SEO performs content marketing and publications for direct consumers. Thus, the content networks are more granular for different types of phrase taxonomies, but it doesn’t require a detailed amount as much as B2B SEO.
Keyword ResearchB2B SEO focuses on low-search demand keywords and search queries. Explaining and creating content networks for low search volume queries is harder when compared to B2C SEO.Keyword research for B2C SEO is easier than B2B SEO because there are more queries thanks to the size of the target audience and market.
Target AudienceB2B SEO targets business owners, or high-level managers such as Chief Executive Officers. B2B SEO creates content with different formats to convince key decision-makers.The target audience for B2C SEO is larger than for B2B SEO. Thus, the average monetary value per purchase is way much lower but the purchase amount is higher. Thus, B2C SEO requires bigger teams than B2C SEO.
BrandingBranding is the main component of B2B SEO and B2C SEO. But, B2B SEO requires better branding since the average conversion value is way much higher than B2C SEO. B2C SEO sells products that might be cheaper than 5 USD, while B2B SEO focuses on millions of USD worth of purchases, thus Branding is a key component for B2B SEO.Branding is a key component of B2C SEO, but convincing visitors is easier than B2B SEO. Thus, branding is important for B2C SEO, but not as much as in B2B SEO.
Semantic SEO DifferencesSemantic SEO involves consolidating the relevance of a web source to a topic while creating more comprehensiveness and topical coverage for higher historical data by giving responsive information to the users. B2B SEO requires more details, thus the Semantic SEO for B2B SEO is harder and requires further expertise.Semantic SEO for B2C SEO requires bigger topical maps, and more content items to be published with larger content authorship teams. B2C SEO content marketing and semantic SEO efforts might take a longer time, but it doesn’t require expert authors.

What are B2B SEO Strategies?

The 15 main B2B SEO Strategies and tactics for improving the organic search performance of B2B companies are listed below.

  • Analyze Buyer Personas for B2B SEO
  • Determine a Target Audience
  • Perform a Topical Research for Search Behaviors
  • Analyze Competitors’ Web Pages, and Anchor Texts
  • Extract all the Knowledge Domain Concepts and Experts
  • Determine a Content Production Guide for Expert Authors
  • Design Conversion Funnels
  • Determine Conversion Steps and Obstacles
  • Determine Content Production Formats
  • Perform Internal Linking and Anchor Text Optimization
  • Perform Content Expertise and Accuracy Check
  • Improve Relevance, Accuracy, and Comprehensiveness Always on
  • Analyze User-engagement and Conversions
  • Use Omnichannel User Retention Practices
  • Promote B2B Content for Digital PR

B2B SEO Strategies involve different methodologies and techniques from semantic SEO and Technical SEO verticals. Increasing crawling efficiency, creating a buyer persona, simplifying conversion funnels, building scalable content marketing, and producing strategy are different aspects of B2B SEO. Read the B2B SEO Strategies below to increase the organic search performance of B2B SEO projects.

1. Analyze Buyer Personas for B2B SEO

Buyer persona involves characteristics, demographics, and traits of the targeted market individuals. A buyer persona is used for messaging and planning content marketing. Interesting topics used on social media platforms, and instant messaging applications along with the search behavior of buyer persona help B2B SEO for content syndication, repurposing, and formatting. B2B SEO usually targets smaller markets and groups of people compared to B2C SEO. B2B SEO uses Buyer Personas to improve content reach, engagement, and conversions. Making detailed buyer personas decreases the complexity of B2B SEO. The questions that are asked, the feelings during the online or offline meetings, lead generation paths, and methods are optimized according to a buyer persona. In search engine optimization, buyer personas are used to analyze searchers’ backgrounds, so that related topics can be targeted within the same content network for better conversion funnel coverage. Conversion funnel coverage means touching more Moment of Truths during the buyers’ searching journey from the beginning to the end of the funnel. Buyer persona creation is called buyer persona development. Buyer personas are called marketing personas, target personas, or audience personas by marketers. B2B SEO uses the buyer personas for analyzing the traits below.

  • Demographics of buyer persona involve age, gender, marital status, homeownership, ethnicity, religion, disability status, health, income, and education.
  • Occupation and Economics of buyer persona involve debts, financial independence, occupation, and career.
  • Interest areas and lifestyle of buyer persona involve house, car, transportation, sports, movies, books, and family life.

B2B SEO uses buyer persona traits to leverage communication with the targeted audience. Using interviews, contacts database, forms, and phone calls help B2B SEO to update and expand the Buyer Persona for better rankings and higher conversion rates.

2. Determine a Target Audience

Determining a target audience in B2B SEO refers to differentiating the group of individuals that are targeted for reaching out for B2B sales. Target audience and intended audience are two different marketing concepts. The target audience is directly for conversions while the intended audience is broader, and involves people who are interested in the topic, but far away from the conversions. Using target and intended audiences in B2B SEO campaigns help a brand increase its awareness and user loyalty.

Determining a target and intended audience for B2B SEO is helpful for connecting with target potential customers and turning visitors into customers. Having a flywheel marketing understanding is helpful to convert target audience individuals to brand ambassadors. B2B SEO is highly intersected with B2B marketing. To have a better brand search volume, and demand, or triggering Brand SERP features that promote the company’s successes with People Also Ask questions, Google-related search terms, or autocompletion is done by being closer to the target audience than B2B competitors. To determine a target audience in B2B SEO, use the referring domains of the competitors, forums, forum threads, questions, answers, influencers, and influencer interactions along with the video portals and search engines such as YouTube by analyzing their behaviors. Covering the targeted audience and market characteristics inside the website to increase brand penetration.

3. Perform Topical Research for Higher Coverage

Perform topical research for higher topical coverage for better organic search rankings and topical authority. Topical research is a method to cover certain topics along with search query groups and networks with the correct angle. Keyword research and topical research are different, but connected things to each other. Topical Research involves finding the main, sub, and side topics for a business for reaching out and covering the users’ search journey for the conversion funnel. Topical research is a method for understanding semantic web behaviors in the context of semantic search engines. Web users perform semantic search behaviors in certain patterns to reach out to a certain target on the open web. For example, searching for a dental implant material, and a specific material’s health effects, in the long run, are connected to each other. Both of these topics might be covered by different websites, such as a dentist website, or a dentist material website. According to the brand’s identity and the web source’s purpose, the topical research and topical coverage are performed by semantic SEOs.

Why is topical research beneficial for B2B SEO? B2B SEO uses topical research for proving thought leadership, unique information to prove the expertise of the source, and higher historical data for proving the web source’s consistent expertise and quality increase. The topical research benefits include proven expertise, and a higher user, and customer base.

4. Analyze Competitors’ Web Pages, and Anchor Texts

Analyze competitors’ ranking web pages and anchor texts in B2B SEO. Anchor texts are indexed by the semantic search engines to understand the conceptual connections and the topical-contextual alignment between the source and target pages in hyperlinks. The anchor text differences signal the topical connections between the web pages, to demonstrate the importance of the specific web page. Title, meta description, introduction paragraph, heading vectors and words, anchor texts, list elements, and table column names create the topicality of the page. The context mismatch between the web page content components such as anchor texts, or titles creates contextual relevance dilution. To prevent such a situation, understanding how search engine algorithms are trained by authoritative sources, and creating more granular and closer connections in a clear methodology is better.

The main improvements for the anchor texts and competitor web page comparisons for B2B SEO are below.

  • Auditing anchor text words from competitor B2B competitors.
  • Auditing words and terms appear in anchor text on B2B web pages.
  • Checking harmony and alignment between headings, and titles along with headings and anchor texts.
  • Exploring knowledge domain terms and expertise level of competitor B2B pages’ content for comparing the credibility.
  • Matching the anchor text terms to the Google autocomplete suggestions for queries to see how the internal navigation of competitors and Google’s understanding of the search behaviors are aligned with each other.

The Competitors’ Web Pages signal the trust elements that are used for users and search engines E-A-T-related algorithms. Thus, auditing competitors’ pages for web page layout, trust, and communication elements including typography, design, and link positions are helpful for B2B SEO.

5. Extract all the Knowledge Domain Concepts and Experts

Extract all Knowledge Domain Concepts and Experts for B2B SEO. Knowledge Domain Concepts and Experts are used to signal the expertise level of the content related to the business industry. Using and defining the knowledge domain concepts by using the authority sources with the information consensus help to convince the users with high information literacy. The knowledge domain concepts include the terms that are used especially in the specific topical cluster. The contextual terms are used to demonstrate the topical relevance of the web source while showing its authenticity for the industry.

Having research, PDF files, statistics, surveys, and university citations for defining the knowledge domain concepts and being mentioned as an expert together with other experts help B2B SEO to prove credibility and topical authority. Using unique, richer definitions with examples for the knowledge domain concepts is a method for being a higher authority for the B2B Industry.

6. Determine a Content Production Guide for Expert Authors

Determine a Content Production Guide for Expert Authors in B2B SEO. SEO Campaigns shouldn’t use non-expert Authors, in B2B marketing. Business to Business industries requires a high level of expertise and deep information for the industry concepts, or production methodologies to prove the authenticity, uniqueness, and originality of the company. Content Production Guide educates Expert Authors to write and compose expert information for B2B Content Marketing. The content production guide is called the “Content Engineering Guide” in Holistic SEO since based on certain methods and principles the authors produce the content. Content engineering requires determining sentence structures, question and answer formats, average content detail, length, image, audio, or video production methodologies, style, and tonality of the content. The content production guide is chosen and designed according to the industry of the B2B SEO Campaign. For example, a B2B SEO campaign for Pharmacy needs to have a more serious and scientific article and content production methodology than the B2B Gift industry.

7. Design Conversion Funnels

Design Conversion and Click funnels for B2B SEO. B2B SEO has a higher pricing point that affects the complexity and patterns of Conversion Funnels. B2B Conversion Funnels have multiple channels such as emails, phone calls, form submissions, physical meetings, or in-person store visits. The forums and exhibitions are the least used but most converting parts of the conversion funnels in B2B Marketing. To prove the authority, uniqueness, and authenticity of the B2B Campaign, using every step and vertical of the conversion funnels in B2B SEO is needed. Including offline and online conversion channels and patterns together in SEO campaigns help for higher conversion rates, along with an average shorter timeline per conversion.

To design a proper conversion funnel for B2B SEO, the average click and visit count before the conversion is measured. The demographics, psychology, and most problematic steps in the conversion path are analyzed. The conversion funnel designs for B2B SEO are to simplify conversions while supporting the key decision makers and sales teams of international or small businesses. To simplify the conversion funnels, examining the questions that come from customers, listening to existing partners, attending exhibitions, and examining the audience are methods to improve B2B SEO conversions.

8. Determine Conversion Steps and Obstacles

Determine Conversion Steps and Obstacles for B2B SEO. Conversion Steps involve the moment of truth for performing the purchase. The moment of truth defines the moment that the customer decides to buy something. It is examined by marketers to understand how customers decide, or when deciding, to purchase a product. Conversion steps and obstacles for B2B SEO and marketing are connected to the moment of truth to analyze the multiple types of the moment of truth. Conversion steps for B2B SEO include familiarity, trusting, purchasing, and advocating for the company. The purpose of B2B SEO is not to sell a product or service only once, it is to have lifetime partner companies. Thus, the end step for B2B Marketing and SEO is having business partners from related industries with positive commercial relations. Thus, the obstacles for B2B SEO and Marketing are the amount of time for gaining the trust of the key decision maker and providing the service or the product end-to-end. Providing a product or service end-to-end means making everything ready for the buyer company. For example, a factory owner that buys certain types of machines needs software, training, transportation, and installation. Thus, partnership, companionship, and long-term business relations are needed in B2B Marketing. B2B SEO has to show the trustworthiness of the company with end-to-end service solutions to overcome obstacles of B2B SEO conversion funnels.

9. Determine Content Production Formats

Determine content production formats for B2B SEO. Content production formats involve the content forms for B2B SEO and B2B content marketing. The content formats such as PDF, PPTX, or Infographics, articles, videos, podcasts, audio, and music determine the communication style through content marketing. Choosing the correct content format for the correct content vertical is important. Content verticals involve the platform where the content is used for content marketing. Social media B2B Marketing and Podcast B2B Marketing are different from each other, thus selecting different content formats is needed. To perform omnichannel content marketing for B2B SEO, combining and deciding correct content repurposing and reformatting methodologies are used. For example, an international stock trading consultancy company for other companies requires podcasts rather than Instagram marketing.

10. Perform Internal Linking and Anchor Text Optimization

Optimize Internal Linking and Anchor Text for B2B SEO. Internal Links and Anchor texts help search engines to relate web pages to each other, while search engine crawlers understand the web pages’ purpose better. Every web page is created for a specific purpose. Thus, anchor texts describe the purpose of the web pages. The summary parts of the web page are the title tag, heading 1, and meta descriptions. The purpose of the web page, and summary parts of the web pages align with each other for better B2B SEO performance. The Internal Linking and Anchor Text optimization from a Business to another Business Search Engine Optimization are below.

  • Close the anchor text gap for showing the naturality and relevance of the web pages to each other better.
  • Do not use the anchor texts just for closing the anchor text term gap.
  • Use only descriptive anchor texts, do not include words such as “read more”, or “click more” for anchor texts.
  • Do not use more than 4 concepts in the anchor texts.
  • Use the shortest anchor texts on the most important web pages for the most important pages.
  • Limit the number of internal links on a web page to weigh the existing internal links more.
  • Place the related internal links at the same or closer places to each other.
  • Do not use the internal links before explaining the definition of the concept in the internal link.
  • Explain the connection between linking and linked web pages to show the possible purpose, or the need, of the click on the link.

Internal Link optimization and anchor text types are helpful to understand the prominence of internal links for B2B SEO from user experience optimization and search engine optimization points of view.

11. Audit Content Expertise and Accuracy of Information

Audit content expertise and accuracy of the information and expertise level for B2B SEO. Auditing content accuracy requires checking the facts on the web page by classifying the factual information. Google and other semantics search engines try to have consensus for scientific topics by auditing the citations, and information sources, such as researchers. Auditing content expertise and accuracy of information require having an expert content manager, or the company’s own employees and teammates need to be experts. Search engines improve the quality and expertise thresholds for being ranked on search engine result pages. Thus, the need of including expert information with accuracy for B2B Content items, and expertise for the same knowledge domain is a must for the company’s team members.

What happens if there is inaccurate information in B2B Content? Google and Microsoft Bing are semantic search engines that understand inaccurate information by corroborating web answers from multiple web sources. The wrong, inaccurate, and misleading information on content signals low information quality on the website. Thus, algorithmic demotion for the organic search rankings happens over time. Understanding facts, and evaluating factoids are tasks for search engines to differentiate true authorities and experts from the imitated expertise.

Including Unique and First-time facts, and asking new and original questions to explain a knowledge domain, is an easy and efficient way for being a better authority.

12. Improve Relevance, Accuracy, and Comprehensiveness Always on

Improve Relevance, Accuracy, and Comprehensiveness always-on for B2B SEO. Improving the relevance and accuracy of the information in the web page content is related to content decay. Content decay is a fundamental concept for fresh and valid content. Freshness and Query Deserves Freshness are concepts for Google Search Engine ranking algorithms. Fresh web pages with updated and valid information have a higher click-satisfaction and ranking chance on the SERP compared to outdated content. The queries on Google Search are new by %25 every day, according to Google Search Relations. The new and unique search queries on Google are classified by the Hummingbird based on semantics and query clustering algorithmic decisions. The new information for a concept, or knowledge domain and new search queries for the fresh information make the old and non-updated content less rankable over time. Google Search Quality Rating Guidelines involve different types of outdated and decayed content examples to explain that the Page Quality score is not good enough to be ranked for web search engine users. B2B SEO requires to be improved, updated, and configured content for higher relevance, and comprehensiveness. The newly added information and possible combinations of questions are answered by adding new sections to the existing content or merging different content items.

13. Analyze User-engagement and Feedback

Analyze user engagement and feedback for B2B SEO. B2B SEO has a low conversion rate, thus analyzing the user engagement for B2B SEO mostly involves non-returning users or informational user behavioral metrics. To analyze the user engagement for a B2B SEO campaign, there are 3 main steps. First, segment the website into different parts in Google Analytics 4, or other web analytics technologies for differentiating user behaviors from each other. Second, analyze user-flow metrics to see which pages have the highest exit rate, and when the users do not scroll down or perform their visit purpose. Third, use A/B tests with tools and technologies such as Google Optimize to understand how the users give feedback while visiting the website. Analyzing user engagement and feedback is beneficial to make the content more responsive to the users’ possible and related search activities.

14. Use Omnichannel User Retention Practices

Use Omnichannel User Retention Practices for B2B SEO. SEO is not done only via Google search pages. Holistic SEO involves every vertical of the web including social media, video portals, news publishers, podcasts, etc. Thus, omnichannel user retention practices are related to Holistic and B2B SEO. Omnichannel User Retention involves communicating with the user via multiple communication channels such as email newsletters, YouTube channel subscriptions, website visits, or push notifications. Omnichannel user retention helps to improve conversion rate and have more brand advocates. According to the Holistic SEO, users that follow a brand from social media, and subscribe to the newsletters of the same brand convert by a %25 higher possibility.

15. Promote B2B Content for Digital PR

Promote B2B Content for Digital PR for B2B SEO. Digital Public Relations (PR) is the process of improving brand awareness by positioning a brand for higher quality and authority in the perception map of consumers. Digital PR helps brands to improve their prestige, and trustworthiness along with their popularity. Having a higher search demand with positive sentiments, having higher positive reviews, or acquiring external hyperlink references (backlinks) help Google search engines to trust a web source with higher confidence. Increasing the PageRank of a website, and its relative importance in a link graph helps a website rank higher by proving its trustworthiness and quality. The Digital PR provides external references and mentions along with reviews by showing the brand as an authoritative source. Thus, Digital PR and Business to Business SEO are related to each other. Promoting B2B Content with Digital PR to show authoritativeness by being mentioned by national and local news publishers, editorial opinion owners, and thought leaders helps for higher organic search rankings in B2B SEO.

16. Increase Page Speed and Crawling Efficiency for Users and Search Engines

Increase Page Speed and Crawling Efficiency for Users and Search Engines for B2B SEO. Technical SEO and B2B SEO are connected to each other. Page Speed and Crawling Efficiency for a better user experience, and a faster, less-costly crawling experience for search engines are required for B2B SEO. To improve Page Speed or decrease page loading time, there are 5 main techniques. These are using server-side compression technologies such as Brotli and GZIP, minifying HTML, CSS, and JS files by removing the whitespace, using a Content Delivery Network (CDN) for faster server response times, using less resource request count, and smaller resources. The crawling Efficiency of a website means how efficiently search engine crawlers crawl the website. The metric for measuring the crawling efficiency of a website involves the amount of resource crawl hits compared to valuable web page count and total time for crawling the website. Crawling efficiency increases if the resource crawl hits are less compared to the valuable web page count. Crawling time is another type of cost for the crawling efficiency calculation that decreases crawling efficiency when crawling takes longer time for the website. B2B SEO and crawling efficiency are related to each other because search engines do not prefer a non-crawlable and indexable or highly costly website for being crawled for ranking purposes. Low-cost and high-value websites are always more important for being ranked in B2B SEO.

To allocate and arrange the web development resources of the B2B SEO Campaign, having a solid relationship with the Chief of Technology Office, and web developers in the company is needed. Preparing Technical SEO and page speed improvement tasks for CTO and web developers with clear documentation, and practical involvement to improve B2B SEO efficiency with technical aspects.

17. Increase the Historical Data of the Website by Staying Active with Higher User Satisfaction

Increase the Historical Data for the Website by Staying Active, with Higher User Satisfaction. Historical data involves the user’s activities over a period of time on the search. Historical data is used by search engines to evaluate the websites for ranking and quality assessment. Historical data without a proper quality signal from the search behaviors data cause websites to lose traffic, while high-quality websites give higher quality signals over time. Google Broad Core Algorithm Updates use historical data to change the prioritization of web sources. To have enough historical data, search engines wait enough time for performing and testing an algorithmic update. Historical data and B2B SEO are connected to each other. A website with higher historical data has a higher potential for being evaluated by the search engine with higher confidence. Search engines work with machine learning algorithms by labeling websites with critical dimensions such as their quality, identity, design, and layout. The rule-based systems and machine learning (ML) algorithms work together to evaluate the websites with historical data. B2B SEO and Historical Data are connected to each other. Because, to have higher historical data, the website needs to have higher search activity. Thus, having higher mentions, reviews, impressions, clicks, or mouse hover effects or being ranked in the image pack, and other types of search activities help websites to increase their historical data. The positive user feedback historical data helps SEO Campaigns to increase their chance of being ranked. The B2B SEO requires a higher topical coverage to increase the positive historical data for being evaluated by the search engine as an authoritative source. Every negative user feedback from a search behavior that affects the historical data decreases the ranking of the website and increases the chance of demotion during the Broad Core Algorithm Updates. Thus, increasing positive user-feedback occurrences in the historical data of search behaviors is required for B2B SEO Campaigns’ successes.

What are the Most Important Steps for B2B SEO Strategies?

The most important steps for B2B SEO Strategies involve using having an omnichannel user retention strategy, having a strong brand existence with digital public relations and brand positioning, writing and producing expert-level accurate and unique information, being a thought leader for the industry, and simplifying the conversion funnels for the business. The most essential and critical steps for B2B SEO Strategies are related to having a target audience with an accurate buyer persona, and a connection with the decision-makers through the beginning and bottom of the conversion funnel.

SEO Case Studies for B2B Industries

The B2B SEO Case Studies in Holistic SEO include heavy metallurgy, laser cutting, CNC machining, 3D printing, Plastic Injection Molding, Pool Construction, and Mass Gift Production industries. The B2B SEO Guide of Holistic SEO includes two different websites. One is a company from New York that works in the industries of heavy metallurgy, 3D printing, CNC Machining, and printing, molding, and manufacturing on demand, and the other one is from the pool construction business. In the next sections, the successful SEO Case Studies in B2B markets are explained.

B2B SEO Case Study for Heavy Metallurgy Industry

The B2B SEO Case Study subject website name is kept hidden due to the NDA agreement below. The subject website for heavy metallurgy B2B SEO is a multimillionaire Wall Street company. A section from the NDA Agreement to keep the website’s and brand’s name hidden for possible SEO case studies or other types of activities is given below.

holistic seo nda contract sample

Results of the B2B SEO Case Study for the Metallurgy Industry

The Heavy Metallurgy Industry B2B SEO Case Study results are given below.

  • 115% Organic Click Increase in 3 Months YoY Google Search Console Performance Comparison
  • 97.6% Organic Impression Increase in 3 Months YoY Google Search Console Performance Comparison
  • 36,000+ New Organic Search Queries
  • 1126 New Top 3 Ranking Organic Search Queries
  • 2665 New Between 4-10 Organic Search Queries
  • 34,000 New 10-100 Organic Search Queries

The Heavy Mettalurgy Industry B2B SEO Case Study results from Ahrefs to demonstrate the over 100% organic click increase in 5 months are below.

B2B SEO Case Study

One month later, the B2B SEO Project’s organic search performance is visible below, with another 20% organic click increase and a %15 query count increase.

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The Heavy Metallurgy Industry B2B SEO Case Study results from SEMrush to demonstrate the over 100% organic click increase in 5 months is below.

B2B SEO Case Results

The B2B SEO Project’s performance graphic from another SEO traffic tracker is below with another %15 organic search, and a %7 query count increase, after 1 month.

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The Heavy Metallurgy Industry B2B SEO Results from Google Search Console are given below as naked.

B2B SEO Case Study Performance

One month later, the organic search performance for the last 6 months reached from 370,000 clicks to 507,000 clicks.

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The 3 Months Year-over-Year Comparison that demonstrates over 100% organic click and impression increases from Google Search Console for the B2B Heavy Metallurgy SEO Case Study is below.

b2b seo case traffic

One week later version of the Organic Search Performance of the B2B SEO Project is below. The website reached another organic click and impressions peak inside the Positive Ranking State.

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The Google Search Console performance report for the B2B SEO case study demonstrates positive ranking and traffic growth is above.

B2B SEO 3 Months Organic Search Performance Comparison

Same comparison, one more month after the version is below.

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Using the Pages and Crawl Stats Reports of Google Search Console for B2B SEO

The results for the B2B Metallurgy SEO Case Study from Pages and Crawl Stats reports are below.

  • The Not Indexed and Indexed Page balance is important for Cost-of-Retrieval.
  • The Not Indexed Page count shouldn’t be higher than the Indexed Page Count.
  • The Indexed Pages should have enough level of quality so that the search engine continues to crawl and value the website.
  • The Total Crawl Requests for the source are on the left side.
  • The 786,000 crawl request is a high amount, but since the response time is below 200 MS, the source is able to save itself despite non-necessary resources and pages.

Below are the visuals of the Crawl Stats and Pages Reports of GSC for Metallurgy B2B SEO Case Study.

b2b seo crawl stats coverage report

The Crawl Stats from the Google Search Console Report for demonstrating the file types and Googlebot type for the characteristics of crawl hits for B2B website is below.

  • The source doesn’t show the HTML Documents as it should be shown to the search engine.
  • To have a better B2B SEO Result, the website should prioritize the indexable content in crawl stats such as HTML, and Image files rather than JSON, or CSS and JavaScript files.
  • Thus, the Resource Load hits are too high.
  • It demonstrates a High-level of Cost of Retrieval.

The JSON, JavaScript, and CSS resources have a higher percentage than HTML documents. HTML Documents are crawled around 17% which shows the real indexing value resources do not take attention from the search engine due to a crowded source code which signals the need for a re-organization of the coding structure of the website.

b2b seo crawl health

The Response Code distribution from the GSC for B2B SEO involves the responses of the web server of the B2B SEO subject website for the requests of the Googlebot. The 304 and 200 status codes are valid for a healthy crawling profile for SEO, including B2B Vertical while internal redirects, and 404, or 302 URLs should be cleaned by improving the internal crawling signals of the website. The results of the B2B SEO Metallurgy Website’s GSC Crawling Report’s “By Response” and “By Purpose” areas are below with their results.

  • Having 304 and 200 status codes over 90% in total is important.
  • Here, the %92 of the response codes are actually 200 and 304 Status Codes.
  • It shows that the website has a healthy crawling response code.
  • It incentives search engines to crawl further for finding the content since it doesn’t waste resources.
  • The %3 Discovery Crawl Hits help source to refresh itself in Google’s index by showing that the website is actually an active source.

b2b seo response codes

Using Google Search Console Page Experience Report for B2B SEO

The Core Web Vitals Report of Google Search Console demonstrates the real-user experience data for specific page speed metrics such as largest contentful paint, cumulative layout shift, and total blocking time. The Core Web Vitals for B2B SEO matter, especially for more competitive niches. The results of the GSC Page Experience Report for the B2B SEO project are below.

  • The Core Web Vitals affect the rankability of the sources for competitive niches.
  • Since there are multiple candidates to be ranked, the User Experience and the page loading time become more important.
  • The B2B SEO Case Study Subject Website doesn’t pass the Core Web Vitals.
  • Only 32.7& of the URLs pass the Core Web Vitals on Mobile, and 71.3% of desktop URLs pass the Core Web Vitals.
  • The Mobile CWV improvements are correlative with the ranking increase.

b2b seo core web vitals

The image clicks and impression performance changes overall for the B2B SEO Project are below.

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The image SEO performance comparison for the B2B company SEO project for the last 6 months is below with the key points and strategic points.

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B2B SEO Case Study for Pool Construction Industry

The second B2B SEO Case Study in B2B SEO Guide is from Pool Construction Industry. The pool Construction industry is a hard and tiny, but valuable niche in providing millions of dollars of income per sale. Thus, the traffic that is acquired in these topics is really valuable. The B2B SEO Case Study from Pool Construction Industry involves many technical SEO problems, but thanks to the brand search-demand increase, and semantic content network creation, it increased its overall authority and topical relevance. The Pool Construction B2B SEO Case Study subject website involves multilingual SEO since it exports its products to other countries.

The name of the Pool Construction Company name is explained in the future coming book “Information Responsiveness in SEO”, and after the launch of the book, the name will be added here.

The Results of B2B SEO Case Study in the Pool Construction Industry

The results of the B2B SEO Case Study from the Pool Construction Industry are given below.

  • 254.24% Organic Click Increase in Google Search Console in 3 Months YoY Comparison
  • 299% Organic Impression Increase in Google Search Console in 3 Months YoY Comparison
  • 6672 New Organic Search Queries
  • 364 New Top 3 Ranking Organic Search Queries
  • 544 New Between 4-10 Ranking Organic Search Queries
  • 5900+ New Between 10-100 Ranking Organic Search Queries

The Pool Construction Industry SEO Case Study results from Ahrefs with organic search performance graph are below.

Organic Search Performance Increase for B2B SEO

The Pool Construction Industry SEO Case Study results from SEMrush with organic search performance graph are below.

Organic Search Performance Increase for B2B SEO

The over %200 Organic Click increase in 3 months of year-over-year comparison in Google Search Console for B2B SEO Case Study from the Pool Construction industry is below.

GSC Performance for B2B SEO

The overall organic click and impression increase from the naked and open Google Search Console Data for the B2B SEO case study is below.

GSC Performance Change for B2B SEO

The B2B SEO Case Study from Pool Construction Industry subject website has increased its positive ranking state further, and 2 weeks later, the year-over-year 3 months Google Search Console comparison graphic started to show a 254% organic click increase, and over 250% organic impression increase.

B2B SEO Case Study Ranking Increase Results

The Summary of the results of the B2B Pool Construction Brand’s SEO Campaign is below visually.

b2b seo organic search performance

The second visual for the results of the B2B SEO for Pool Construction Company is below.

b2b seo organic search performance 1

Analyzing Google Search Console Pages (Coverage) Report for B2B SEO

Analyzing Google Search Console Pages Report for B2B SEO requires understanding the prominence of Technical SEO for success. The “alternate page with the proper canonical tag” involves URL differences for the same or highly similar content, while “Not Found 404” pages are dangerous for the website’s trustworthiness and freshness along with the crawling efficiency. Most B2B SEO projects use old web development frameworks and systems, thus technical SEO problems matter more. The B2B Pool Construction SEO Case Study’s search console report for “Pages” is given below.

  • The Page’s Report example from B2B SEO Case Study demonstrates the number of web pages that are not indexed from different verticals.
  • Having Soft 404 pages, Duplicate without user-selected canonical, and pages with redirect decrease the quality of the crawl path while making the website costlier for the search engine crawlers.
  • The B2B SEO Case Study from Metallurgy Industry shows that the content quality and brand authority might incentive crawlers further despite big numbers of non-indexed pages and unnecessary resources.
  • The Pages Report from Google Search Console of the B2B SEO Company from Pool Construction Company.
  • The high amount of 404 URLs, internal unnecessary redirections, Soft 404 URLs, and internal 404 URLs, server response errors are problematic.
  • The “423 crawled not indexed” and “Discovered not indexed 263” URLs involve quality issues for some product pages.

b2b marketing seo results

The Pages Report Analysis for the B2B SEO Pool Construction company visually is below.

b2b seo gsc using

The indexed and non-indexed pages report of GSC for B2B SEO pool construction website analysis is below.

  • The Pages Report from the Google Search Console of the B2B Pool Construction Company.
  • The Not Indexed Pages count is higher than the Indexed Page Count.
  • The Cost-of-Retrieval is high, while the unnecessary pages decrease the quality per web page.
  • Despite that, the content pruning is implemented, thus the indexed and total page count is decreased.

The Indexed and Non-indexed pages analysis for B2B SEO involves the efficiency of the website for being understood and crawled to be indexed by the search engine. The visual expression of the analysis of the indexed and non-indexed URLs for the B2B SEO is below.

b2b seo pages report

Analyzing Google Search Console Page Experience Report B2B SEO

Analyzing Google Search Console Page Experience Report B2B SEO involves the overall performance of the page speed and user experience of the web pages of the B2B campaign website. The mobile and desktop devices’ speed for rendering the B2B website’s web pages, and HTTPS along with interstitials usages, is helpful for SEOs to analyze the overall situation of the website. The Page Experience Report analysis for the B2B SEO project example is below.

  • There are no good URLs, as stated before.
  • There is no HTTPS URL problem.
  • But, due to crawling pattern issues, there are Mobile Usability issues.
  • The Mobile Performance issues affect the website slightly because B2B marketers and buyers usually use desktop devices.
  • The good URL count in the Page Experience report for both mobile and desktop is 0.

b2b seo page experience report

The analysis of the Google Search Console Core Web Vitals Report for B2B SEO involves a detailed version of the Page Experience Report for only the web page speed metrics and scores as “good, bad, and need improvement”. The classified URLs with example representations and scores are given for improving the performance of the B2B SEO project URLs. The Summary and the visual snapshot of the B2B SEO Core Web Vitals report are below.

  • All the mobile URLs have direct “poor” performance scores.
  • There is not a single good URL for the specific website.
  • Still, the website is able to increase its performance thanks to semantic content network quality and publication frequency.
  • Despite the bad Mobile Core Web Vitals, the website continues to rank higher.

b2b seo core web vitals analysis

Crawl Stats for the Pool Construction B2B SEO Case Study Project and their Analysis

The crawl stats for the Pool Construction B2B SEO Case Study Project involve the total crawl requests, total download size, and average response time to analyze the project’s efficiency for communicating with the Googlebot systems. The B2B SEO Case Study crawling stats examples from the pool construction company are given below.

  • The 66,000 crawl hit requests are not bad, but the average response time is over 3 seconds, which is awful.
  • Being able to increase the rankings with such a bad time to the first byte for crawlers happened thanks to quality content production and brand authority increase.
  • Technical SEO and Semantic SEO along with Brand Reputation support each other in B2B SEO.
  • The average response time is over 3 seconds, which is more than 15 times what Google suggested.

b2b seo crawling statistics

Response Code Distribution in Crawl Stats for B2B SEO Pool Construction Project

The Response Code Distribution in Crawl Stats for B2B SEO Pool Construction Project involves the 200, 301, 404, 302, 304, and 500 response codes to demonstrate the response of the web server for the crawlers that come with the purposes of refreshing the index or expanding the index with new discovered URLs. The Response Code Profile of the B2B SEO Case Study is below.

The Visual representation and analysis of the crawl stats report for status codes and the purpose of the crawler of the search engine is below.

b2b seo response status codes

B2B SEO Case Study for Gift Production Industry

The B2B SEO Case Study for Gift Production is related to the Query Semantics highly. The brand name of the B2B SEO Case Study for the Gift Production Industry will be explained. The B2B Gift Production SEO Campaign focuses on mass gift buyers and orders for certain types of local themes from different countries. The B2B Gift Producer and Manufacturer has a production line for producing any desired type of product, but the order value has to be higher than tens of thousands. Thus, the query context and brand purpose are mostly different. To align the brand identity with the query context, the gift-type of query networks are used for a semantic SEO sprint along with other relevance and responsiveness-focused SEO practices. The early results of the B2B SEO Case Study for the Gift Production Industry are below.

  • %767.16 organic click increase in 3 Months GSC Comparison
  • %1.012 organic impression increase in 3 Months GSC Comparison
  • %28,57 Organic CTR Increase in 3 Months GSC Comparison
  • %141 Organic Average Position Increase in 3 Months GSC Comparison
  • %359,78 Organic Click Increase in the last 6 months.
  • From 0 to 30,000 Organic Search Traffic for a Gift Producer in B2B Industry.
  • 7800 New Organic Ranking Queries.
  • New Top 3 Ranking Queries.
  • New 635 Between 4-10 Ranking Queries.
  • 3498 New Organic Queries between 11-50 Rankings.
  • 1919 New Organic Queries between 51-100.

The SEMrush graphic to demonstrate the organic growth of the B2B SEO project is below.

b2b seo graphic 1

The Ahrefs Organic Growth graphic for the B2B SEO project is below.

  • The continuous highest-ranking graphic is clearly seen.
  • The Semantic Content Network and created New Product Pages with E-Commerce and B2B Purposes have shown its effect.
  • The localized product themes for gifts are used for better semantic relevance and consolidation.

b2b seo case study

The Google Search Console 3 Months Year Over Year Organic Search Performance Comparison for B2B SEO Gift Industry Project is below.

  • From 6730 clicks to 58100 clicks.
  • From 124,000 organic impressions to 1,380,000 organic impressions.
  • From 5.4% Average CTR to 4.2% Average CTR.
  • From 29,5 Average Position to 12,9 Average Position.

b2b seo results 1

The overall change for the B2B SEO Project subject website is below.

resim 1

The 6 months comparison for the Google Search Console Organic Search Performance for the B2B SEO Gift Industry Project is below.

  • From 18,400 clicks to 84,600 clicks.
  • From 523,000 Impressions to 2,110,000 Organic Impressions.
  • From a 3.5% Average Click-through Rate to a 4% Click-through Rate
  • From 17 Average Position to 14.2 Average Position.

b2b seo organic search analysis

The Visual Representation of the GSC 3 Months Y-o-Y Comparison for B2B SEO Gift Website is below. One month later, Google Search Console Report for the B2B SEO for Gift Industry subject website is below with 400% organic growth.

resim 2

Image Search Growth for B2B SEO Gift Industry Project

Image search is important for B2B SEO because prospects search products and services visually as much as textually. The visual SERP features increase its coverage on the universal web results. The B2B SEO Gift Industry Image Search Growth is given below.

  • From 1250 to 3810 Organic Image Clicks
  • From 154,000 to 842,000 Organic Image Impressions
  • From 0.8% to 0.5% CTR for Image Search
  • From 77,2 Average Position to 61,5 Average Image Ranking Position

resim 79

%359,78 Organic Click Increase in Last 6 Months Comparison from the Google Search Console Report of the B2B Gift Industry SEO Case Study is above.

Understanding B2B SEO with Google Search Console Crawl Stats

Understanding B2B SEO with Google Search Console Crawl Stats involves an examination of the total crawl requests, total download size as bytes, and average response time as milliseconds for grasping the effects of the SEO implementations from Googlebot behaviors point of view such as fetching the resources, refreshing the index. The overview and results of the B2B SEO Gift Industry subject website’s crawl stats reports are below.

  • The 270,000 crawl hits, 13,4B download size, and 484 MS average response time.
  • The PageRank increase with external references increased the crawl requests.
  • The indexation speed and indexed web page count have increased thanks to branding and Digital PR.

resim 77

Understanding B2B SEO with Google Search Console Core Web Vitals Scores

Understanding B2B SEO with Google Search Console Core Web Vitals Scores is analyzing and examining the Core Web Vitals metrics of the B2B website within the GSC Report with LCP, TBT, and CLS metrics to see whether the web pages are engaging and user-friendly. To B2B SEO Gift Industry subject website’s GSC Core Web Vitals analysis is below.

  • Both Desktop and Mobile URLs have Poor and “Needs to Improvement” URLs.
  • There are 2344 Poor Desktop URLs.
  • And, there is 2343 Need to be Improved Mobile URLs.
  • The reason that the mobile URLs have a higher performance than the Desktop URLs is the mismatch.
  • In other words, the web source presents multiple versions of the same website based on the user agents.

62

Understanding B2B SEO with Google Search Console Crawled Resource, Crawler, and Crawling Types Reports

Understanding B2B SEO with Google Search Console Crawled Resource, Crawler, and Crawling Types Reports involve auditing the crawled resource type such as HTML, Image, CSS, crawler type such as smartphone, desktop, and crawl response status codes such as 200, 404, 301. Understanding B2B SEO with GSC Crawling Stats that involve file types or crawler types is necessary to understand how the website is perceived in a healthy or unhealthy way by the search engine. For example, the excessive amount of 404 status codes in crawl stats, or the fewer HTML requests signal that the website is not crawled properly, or understood by the search engine. The overall analysis and overview of the B2B SEO Crawled Resource, Crawler, and Crawling Type for the B2B Gift Industry is below.

  • The HTML hits are over 60% which is good, but still, it is not over 80%.
  • The Images have a %20 percent of the share which crawled a lot after the 12th September Core Algorithm Update of Google which affected the website positively.
  • The CSS, JS, and Font files are crawled less, but still, there are unnecessary %9 crawls because of the bad-content type.
  • JavaScript and Syndication requests are lower than %1.
  • The Image requests are over 20%, and they increased via PageRank increase mainly, which signals a way of ranking the images via Landing Pages. Thus, the image search growth should be remembered.

64

Response Code Analysis from GSC Report for B2B SEO

  • The Response Code Status Codes of the B2B SEO Gift Industry are on the left side.
  • The B2B SEO Gift Industry Website has %90+ over 304 and 200 status codes, thus it is a healthy crawling pattern.
  • But, there are DNS Errors, which are bad for the brand authority in the eyes of the search engine.
  • The Brand has %7 discovery hits thanks to always updated product descriptions and newly published content, which keeps the web source active for better ranking states.

63

What B2B Companies should know about SEO?

The concepts, components, mindsets, and tips for better search engine optimization execution methodologies and results are listed below.

  • Understand that a topical map for B2B SEO doesn’t have to be shaped according to personal opinions, or taste.
  • Accept that users and customers do not have to be similar to the CEO of the company, or the highest-paid person.
  • Find the weak points of competitors in their brand image, and create a Surround Sound, and Barnacle SEO project for a better brand positioning for the B2B SEO Campaign.
  • Understand the basic Search Engine concepts to communicate better with the SEO Agency or the Consultant.
  • Understand that every SEO tasks collaborate together. A missing SEO improvement might affect the other SEO tasks.
  • To learn SEO, use basic and fundamental SEO Books so that communication with SEO is improved.
  • Follow the SEO news and updates from Google, Microsoft Bing, and other search engines to understand the future and possible risks or opportunities for the B2B SEO Campaign.
  • Do not try to measure the Return on Investment for SEO campaign spending without having the first Broad Core Algorithm Update positive results.
  • Create thought leadership to help SEO Campaign with further E-A-T signals.
  • Use every license, reward, or exhibition like real-world expertise and quality signal by digitalizing them and opening them to search engine crawlers and users.
  • Make the SEO team meet with CTO, Web Developers, and Sales Teams at the same time while using an SEO Mindset and understanding as an activator for higher marketing efficiency.
  • Do not differentiate the Paid Search and Organic Search teams from each other completely. Make both teams collaborate for a lesser cost per conversion.
  • Do not expect every user, or even every %4 of the users, to create a conversion, or generate a lead for a possible conversion. B2B SEO and marketing aim to create a loyal user base, brand awareness, and brand partners, advocates, and messengers to have a constant and continuous conversion flow.
  • Understand the historical data concept for topical authority and search engine trust. Keeping a website, or a certain part of the website bad for a day, month, or three months creates a non-quality signal for the website in the eyes of search engines. These collaborative and marginal negative effects might cause SEO progress to get hindered for B2B marketing purposes.

Why is SEO Important for B2B Marketing?

Search Engine Optimization (SEO) is important for B2B Marketing to take organic traffic from the right audience by ranking the search results higher. Ranking on Google with higher visibility helps B2B Companies to establish online reputation, and autopilot their conversion funnels. B2B Marketing and B2B SEO are connected to each other. Even though, B2B Marketing entails broader activities for B2B SEO, both target the same goal which is increasing revenue by providing sales where the client meets are satisfied. Thus, SEO helps B2B Marketers to increase their conversions. For example, according to Holistic SEO research, the companies that publish 6 blog posts a month acquire at least %26 more leads than other companies. B2B Marketers leverage SEO and content marketing to reach out to a wider audience to increase brand awareness and provide conversions.

What are the SEO Templates for B2B Market?

B2B SEO templates include web page layouts, content marketing strategies, HTML, and CSS templates, along with communication and tonality templates for customers. B2B SEO templates involve checklists for Technical SEO, Local SEO, Branding, and Brand SERP optimization, and more SEO verticals to improve the practical appliance of search engine optimization. B2B SEO Templates are created to help SEOs to create better results while onboarding the B2B company marketing teams better. An example of a B2B SEO template for determining a strategy is below.

  • Determining trust elements, and using customer testimonials on the homepage.
  • Choosing topical entries as n-grams to distribute to the entire website from the boilerplate content to show the main focus of the web source.
  • Opening the company profiles for the platforms that can entail the reviews about the quality service of B2B Companies.
  • Creating a glossary section for the B2B Concepts on the company website to demonstrate the expertise.
  • Using more readable and brandable typography inside the website.
  • Determining brand colors, communication channels, mottos, and social media managers’ tonality for brand positioning.
  • Creating a topical map and semantic content network to increase positive user feedback with historical data.
  • Determining the amount of CSS, JS, and Font files to be used per web page.
  • Using Performance Budgets for a better Page Loading Timing.
  • Determining Content Writing Guidelines for the Expert Authors

The B2B SEO Templates change from industry to industry and B2B brand conditions. For example, an automotive manufacturer which has a big author team can leverage the content publication frequency with higher topical coverage, while a solar panel manufacturer can focus on solar panel materials’ advantages to show the products’ efficiency without the need for an extensive amount of content. Thus, B2B SEO templates are shaped and configured according to the industry, topic, and conditions of B2B companies.

What are the B2B SEO Best Practices?

B2B SEO Best Practices are a summary of the B2B SEO methodologies with the highest effective ones such as having a strong Expertise, Authoritevness, and Trustworthiness in the industry, and semantically optimized content networks to consolidate relevance for search queries and keywords better. The best B2B SEO practices for B2B Marketing beginners are given below.

  • Create a Buyer Persona to Narrow the Target Audience who has decision-making authority.
  • Simplify Conversion Funnels for increasing conversion rate.
  • Improve Brand Authority, optimize Brand SERP, and have a positive sentiment about the brand in the reviews.
  • Use Unique Information, and Expert level accurate knowledge to prove the expertise of the company.
  • Create a proper topical map with related entity-attribute pairs and relations to have a better content network.

The B2B SEO Best Practices involve different SEO verticals’ practices. For example, simplifying conversion funnels as a B2B the best SEO practice focus on user experience, while using unique information for expertise leverage E-A-T with reputative content creation. Thus, B2B SEO Best Practices are quick fundamentals and basics for higher rankings on web search engine result pages.

Last Thoughts on Holistic SEO and B2B SEO

B2B SEO and Holistic SEO are related to each other because B2B SEO involves multiple SEO verticals. Holistic SEO is the unification of multiple other SEO verticals such as local, technical, semantic, and branding SEO verticals. Thus, every B2B SEO Campaign requires using a Holistic SEO mindset and techniques. The Holistic SEO amplifies B2B SEO practices by providing collaborative, multichannel, and consistent quality improvement methodologies for search engines’ algorithms, and users’ visit purposes. For example, a user who is a key decision maker for a company’s purchases of products and goods, audits multiple other service providers and product manufacturers, or material logistic companies to be sure that the production band won’t have a problem. Thus, providing a holistic approach for the user’s possible search journey during one’s exploration stations on the surface of the web by optimizing from social media activities to blog, or email newsletters to exhibitions, licenses, press releases, brand prestige is needed in the context of B2B SEO.

The B2B SEO Guide and Case Study involves B2B SEO Strategies, Practices, Templates, Methods, Mindsets, and Tactics with concrete, real-world B2B SEO Successes, and analysis. The Business to Business Search Engine Optimization guide is refreshed in light of the new information, regularly.

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Koray Tuğberk GÜBÜR

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2 thoughts on “B2B (Business to Business) Search Engine Optimization (SEO) Guide: Strategies and Case Studies”

Wow Koray, thanks for your extensive thoughts about B2B. I must admit that we have always used only some of these possibilities, and the worst was when the client simply did not have the manpower to implement the most important elements – developing personas. I’m also glad that you showed how SEO works with other areas of marketing – unfortunately, there are few sources on this subject, and many people simply think that B2B uses very basics of SEO. PS: We are waiting for the book!

Thanks for this amazing case study Koray… A lot of notes, take aways, and aha moments here.

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b2b seo case study

Jenny Munn

  • SEO Training

B2B SEO Case Study

b2b seo case study

Industry: B2B SEO

"Our company has focused on SEO for the first time and we have seen great results! We are actually seeing a change in the ranking for the top pages that we decided to focus on for our website. We have also had our recent clients tell us that they found us online which has never happened in the past. We have only worked off of referrals up to this point. I found SEO extremely interesting and learned so much about what I once thought was ‘black magic.’ It was a great learning process."

View The Results

From Black Magic Beliefs to B2B Lead Gen Success

InnoVergent is a cloud-based technology consulting firm that helps their clients implement accounting, marketing, and business applications. A very dynamic, energetic company, they were ready to tackle SEO and learn how to start showing up for keywords they knew their prospective customers were looking for.

The Challenge

I was approached by the InnoVergent team because they wanted to learn how to integrate SEO into their existing marketing and lead generation repertoire. Like many companies, they previously operated on a referral only business and wanted to diversify, as well as maximize the efforts of their robust marketing plan. As their SEO consultant I was tasked with putting together a practical, customized strategy we would execute together as well as training on overall SEO best practices.

The Strategy

For 6 months I had the pleasure of partnering with InnoVergent. Based off a combination of their needs, goals, resources, and competitive landscape,  we put together a strategy I trained them to execute internally. Training and consulting services centered on:

  • Competitive analysis and dissecting the reasons competitors were ranking ahead of them
  • Audits to find what technical, content, usability, and optimization improvements we could make
  • Practical and realistic keyword research and selection to match resources with results
  • Identifying priority content to optimize on the site and methodically optimizing pages
  • Training on how to write blog posts on topics their market was looking for and work in an editorial calendar
  • Tracking, monitoring, and analyzing SEO, content, and marketing efforts via Google Analytics and Google Webmaster tools
  • How to integrate SEO into ongoing marketing and business development activities

Contact Jenny

The Results

Because InnoVergent is in this for the long haul, we took time to do things right – the only way SEO is sustainable today. From working with a professional copywriting team to partnering with their web design firm to carving out regular time every week to do SEO activities, we have successful results to show and the team couldn’t be more pleased.

Ashley, InnoVergent’s marketing coordinator, remarked:

“Our company has focused on SEO for the first time and we have seen great results! We are actually seeing a change in the ranking for the top pages that we decided to focus on for our website.  We have also had our recent clients tell us that they found us online which has never happened in the past.  We have only worked off of referrals up to this point. I found SEO extremely interesting and learned so much about what I once thought was ‘black magic.’ It was a great learning process.”

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Beyond Rankings: Important Metrics To Measure For SEO Success

Discover effective methods to measure SEO effectiveness and increase business growth. Track the right metrics to boost revenue and enhance brand visibility.

b2b seo case study

SEO metrics such as rankings are great, but what matters most is SEO’s impact on business growth.

This means you can only understand SEO’s value if you track the right metrics and how it can increase revenue.

Your metrics should focus on:

  • Audience quality : Are you attracting visitors who are likely to become customers?
  • Engagement and behavior : Are users finding the information they need, spending time on your site, and taking desired actions?
  • Conversions : Is your organic traffic translating into desired outcomes?
  • Brand impact : Is SEO influencing your brand’s reputation and visibility?

In this article, we’ve categorized important metrics to focus on at a high level.

User Engagement Metrics

Here are some user engagement metrics to track:

Bounce Rate

Bounce rate is the percentage of users who return to the SERP, or exit the webpage (and your site) without interacting with another page on your website. A high bounce rate can indicate that visitors are not finding what they want on your site, which causes them to exit quickly.

Why Is Bounce Rate Important In SEO?

Bounce rate helps you fix issues such as:

  • User Experience: A high bounce rate may indicate issues with your website’s content, design, or alignment with user intent. When you notice a high bounce rate, address these issues to improve user experience.
  • SEO Rankings: Search engines aim to provide users with the most relevant results. However, a high bounce rate may signal to Google that your site is not meeting user expectations and will lose visibility. This will also affect conversions as users didn’t even engage with your page.

How To Analyze Bounce Rate

Check your Google Analytics 4 for the percentage of single-page visits and divide that by the total number of visits. The result is a percentage of your bounce rate.

For example, if your website received 500 visitors and 100 interacted with more than one page, then 400 visitors bounced. Therefore, your bounce rate would be 80% (400 single-page visits / 500 total visits times 100).

Read more: 20 Proven Ways To Reduce Your Bounce Rate .

Dwell Time (Engaged Session Duration)

Engaged session duration measures the amount of time a user actively spends on your website during an engaged session. This metric indicates how long users interact with your content before leaving the site or becoming inactive.

For example, if a user searches for “best running shoes,” clicks on your link, spends three minutes reading your content, and continues to interact with other parts of your site, the engaged session duration is three minutes.

Why Is Engaged Session Duration Important In SEO?

  • It indicates content engagement and relevance : Longer engaged session durations show that users find your content valuable and are willing to spend time interacting with it.
  • It impacts rankings : High-engaged session durations signal to search engines that your page provides content that satisfies user intent, which can improve your rankings.
  • It helps gauge content effectiveness : If users spend more time on your site, it suggests your content is meeting their expectations and providing the information they need.

To Analyze Dwell Time

  • Open GA4 and click on Reports in the left-hand menu.
  • Choose the Traffic acquisition: Session default channel group .
  • Click on the pencil icon at the top right corner and select Metrics .
  • In the bottom search box that says Add metric , type “average engagement time” and hit Apply .

Traffic acquisition: Session default channel group

Engaged Sessions Per User

Engaged sessions per user is a metric that measures how frequently users interact meaningfully with your website.

In Google Analytics, an engaged session is defined by user activity that includes spending a certain amount of time on the site, viewing multiple pages, or completing specific actions like form submissions or purchases.

For example, if a user lands on your homepage, spends more than a minute exploring your content, clicks on a product page, and completes a form, this counts as an engaged session.

Why Is Engaged Sessions Per User Important To SEO?

  • It reflects user engagement and satisfaction : High engaged sessions per user indicate that visitors find your content valuable and are willing to interact with it in a meaningful way.
  • It impacts SEO positively : Search engines use engagement metrics as signals of content quality and relevance. High engagement suggests that your site meets user needs, which can boost your rankings.

How To Calculate Engaged Sessions Per User

Google Analytics provides this metric directly, but to calculate it manually, divide the total number of engaged sessions by the number of unique users.

For example, if your website had 50,000 engaged sessions and 20,000 unique users in a month, engaged sessions per user equals 50,000 divided by 20,000 (2.5).

This means, on average, each user had 2.5 engaged sessions during that month.

Read more: Essential GA4 Reports You Need To Measure Your SEO Campaigns .

Conversion Metrics

Here are helpful conversion metrics to track:

Organic Conversion Rate

The organic conversion rate is the percentage of visitors who find your website through organic search results and complete a desired action. This could be

  • Making a purchase (usually on ecommerce sites).
  • Submitting a lead form (for businesses focused on lead gen).
  • Newsletter subscription (to build an email list)

Or any other goal that moves them further along the customer journey.

This metric shows how SEO drives valuable clicks that contribute to your business objectives.

How To Calculate the Organic Conversion Rate

  • Determine what constitutes a conversion for your business (e.g., form completion, sales, subscription).
  • Track the number of users who complete the desired action and the total number of organic visitors over a specific period.
  • Divide the number of conversions by the total number of organic visitors, then multiply by 100 to get a percentage.

For context, the organic conversion rate equals the number of conversions divided by the number of organic visitors multiplied by 100.

This means if 500 out of 10,000 organic visitors complete the desired action, the conversion rate would be 5%.

Read more: What Is Conversion Rate & How Do You Calculate It?

Goal Completions

A goal completion is recorded whenever a user completes a specific action you’ve defined as valuable. The actions could be the same metrics bulleted out in the previous point.

Goal completions matter because they tell if your SEO is driving the right traffic and if visitors are taking the actions you want them to take.

How To Track Goal Completions

  • Choose an analytics platform such as GA4, Adobe Analytics, Matomo, etc.
  • Define your goals and be specific (e.g., “purchase confirmation page viewed”).
  • Set up goal tracking.

For this article, we’ll use GA4, and tracking looks like this:

  • Go to the Admin  section.
  • In the Property column, click on Events .
  • Click the “Create Event” button to set up a new event.
  • Name your event (e.g., “form_submission” or “purchase_completed”).
  • Define the conditions for your event. For example, if tracking a form submission, set parameters like event name equals “form_submit” or similar.
  • Click Create to save your new event.
  • Mark that event as a Key Event (conversion).
  • Then, monitor and analyze the reports to track goal completions.

Key events: GA4

Ecommerce Transactions

In ecommerce, a conversion is completing a desired action that generates revenue.

The most apparent conversion is a purchase, but other valuable actions include adding items to a cart, creating an account, or subscribing to emails.

What Does Tracking Ecommerce Transactions Look Like?

  • A user searches for [best running shoes] on Google.
  • They click on your blog post, “Top 10 Running Shoes for 2024,” which ranks high in organic search results.
  • They read your review and click on the buy button link to a product page on your website.
  • They add the shoes to their cart and complete the purchase.

If you enable enhanced ecommerce in GA4, it’ll track the entire customer journey (from product view to purchase).

UTM parameters will identify the blog post as the conversion source, your attribution model will assign credit to the post, and your CRM can link the purchase to the user’s profile for further analysis.

Follow this process to track ecommerce sales on Google Analytics 4.

Traffic Metrics

Here are some traffic metrics to prioritize:

Organic Traffic Volume

Organic traffic volume is the number of visitors arriving at your website through unpaid search results – organic clicks from search engine result pages (SERPs).

High organic traffic indicates that search engines consider your website relevant and authoritative for your target keywords.

This way, as long as you write quality content, your website will convert users without relying on paid advertising.

How To Measure Organic Traffic

Log into GA4 and go to Acquisition Reports. Navigate to Reports > Acquisition > Traffic Acquisition .

This report provides a detailed breakdown of your traffic sources, including organic search.

Organic Traffic Value

Organic traffic value goes beyond numbers to assess the actual worth of visitors your SEO efforts attract. It quantifies the potential revenue or business impact of your organic traffic .

Organic traffic value is ROI-focused; it answers the question, “What is the monetary value of the organic traffic we’re getting?”

The answer then informs decisions on how to allocate marketing resources.

How To Calculate Organic Traffic Value

You can either use the cost-per-click (CPC), conversion-based value, or the customer lifetime value (LTV) metrics:

  • The CPC method estimates the value of organic traffic by calculating how much you would have spent on paid advertising (PPC) to get the same number of clicks. It uses the average CPC for your target keywords.

If your website receives 1,000 organic clicks per month for a keyword with an average CPC of $2, the estimated organic traffic value would be $2,000.

  • The conversion-based value metric calculates the revenue generated from organic traffic by tracking conversions and assigning a value to each conversion. For example, if your website receives 1,000 organic visitors and 50 convert into customers with an average order value of $100, the organic traffic value would be $5,000.
  • Another method is the customer lifetime value (LTV) . This method takes a long-term view by considering the total value a customer brings over their entire relationship with your business . It factors in repeat purchases, customer retention, and average order value.

For example, if your average customer from organic search makes three purchases per year with an average order value of $100 and remains a customer for two years, their LTV would be $600.

Technical SEO Metrics

Technical SEO metrics provide insights into your website’s infrastructure to ensure search engines can access, crawl, and index your content. Here are some metrics to focus on:

Crawl Errors

Crawl errors occur when search engine bots (like Googlebot) encounter issues while crawling pages on your website.

These errors can prevent search engines from understanding your content, potentially leading to lower rankings and visibility in SERPs.

Types of Crawl Errors

  • 404 (Not Found) : The requested page doesn’t exist. This could be due to a broken link, a deleted page, or a typo in the URL.
  • 5xx (Server Errors) : The server encountered an error while processing the request. This could be due to a temporary outage, a misconfiguration, or a server overload.
  • Robots.txt Errors : The robots.txt file blocks search engine bots from accessing certain pages or sections of your website.

How To Identify Crawl Errors

Head to Google Search Console (GSC). Go to Index > Coverage to see a list of crawl errors and warnings. Click on each error for more details, including the affected URLs and the error type. Then, prioritize the most critical errors, such as 404 errors on essential pages.

You can also check your server logs for crawl errors that might not appear in GSC.

To fix 404 errors, try these processes:

  • Restore the page if it was accidentally deleted.
  • Create a 301 redirect to the new URL if the page has been moved permanently.
  • Create a helpful custom 404 page that guides users back to relevant content.
  • Afterward, validate your fixes using the URL Inspection tool in GSC to test if the fixed page can be crawled and indexed correctly.

Indexation Status

Indexation status refers to whether or not a specific webpage has been added to a search engine’s index.

When a page is indexed, it appears in search results when users search for relevant queries. In contrast, if a page is not indexed, it’s invisible to search engines and won’t be found by users.

How To Ensure Proper Indexing of Pages

  • Create high-quality, unique content and use relevant keywords to signal to search engines what your page is about.
  • Submit a sitemap to help search engines discover and crawl your pages.
  • Optimize internal linking to help search engine bots navigate your site and discover all your pages.
  • Check Robots.txt to ensure your txt file is not blocking search engines from crawling and indexing critical pages.
  • Monitor indexation status by checking the Index > Coverage report in GSC to see which pages have been indexed and if there are any indexing errors.

Page tracking

Site speed is the time a website’s content takes to load and become fully interactive for users. Think of it as the digital stopwatch that measures the responsiveness and efficiency of your website.

Why Is Site Speed Important for SEO?

  • User experience (UX) : Studies have shown that users expect websites to load within a few seconds . Fast website speed keeps users engaged, encourages them to explore more pages, consume more content, and ultimately convert into customers or leads. It also enhances the mobile experience.
  • Search engine rankings : Search engines prioritize faster websites because they provide a better user experience, which can help your faster website outrank slower competitors.
  • How To Test Your Website Speed .
  • Google PageSpeed Insights Reports: A Technical Guide .

Content Performance Metrics

This explores how effective your content is via:

Content Engagement

Content engagement measures users’ level of interaction and involvement with your web pages.

It goes beyond passive consumption and delves into how visitors actively engage with your content to indicate genuine interest and value.

How To Measure Content Engagement

  • In GA4, track metrics like average engagement time , sessions , and engagement rate to gauge how long users actively interact with your content. You can also implement event tracking to measure specific interactions (video views, downloads, form submissions, or clicks on internal links).
  • Use heatmaps and session recording tools like Hotjar or Crazy Egg to visualize how users interact with your pages. This will reveal where they click, scroll, and spend the most time.

Content Shares And Backlinks

Content shares, or social signals, are the number of times your content is shared across social media platforms.

Social shares indicate that your content is valuable and worthy of being shared and can amplify reach, build brand awareness, and attract backlinks.

Backlinks , on the other hand, are links from external websites that point to your web pages. Quality backlinks from other authoritative sites act as “votes of confidence” and signal to search engines that your content is trustworthy and authoritative.

High-quality backlinks can boost rankings, drive referral traffic from other websites, and increase your domain authority.

To track social shares, use the built-in analytics tools provided by social media platforms to track the number of shares, likes, comments, and overall engagement for your content. You can also use third-party tools like Hootsuite or Buffer.

To track backlinks, use tools like Ahrefs, Semrush, or Moz to see your total backlinks, referring domains, and link quality.

  • The Top 3 Google Ranking Factors That Really Matter .
  • Google Ranking Systems & Signals .

Local SEO Metrics

Local SEO ensures your business appears when users search for products or services in your geographic area. Let’s start with getting insights from Google Business.

Google Business Profile Insights

Google Business Profile (GBP) is a free tool for businesses to manage their online presence across Google, including Search and Maps.

GBP Insights provides valuable data on how customers find and interact with your business listing.

How To Track GBP Performance

Log in to your GBP account and click the Insights tab. Look for the section titled How customers search for your business.

You’ll see a breakdown of:

  • Direct searches (branded searches),
  • Discovery searches (non-branded searches— when customers search for a general category, product, or service that you offer) and
  • Maps searches : When customers find your business through Google Maps.

Total pageviews

In the same Insights tab, look for the section called Where customers view your business on Google.  It will show whether customers find your listing more often in Search results or Maps.

where customers view business on Google

Also, check for customer actions in the Insights tab. Here, you can track website visits, calls directly from your listing, and direct requests to your location. This data reveals how customers engage with your business after finding your listing.

Other data to track include photo views and search queries.

Local Search Rankings

Local search rankings refer to your business’s position in the SERPs for queries with local intent.

These searches include location-specific keywords like “coffee shops near me” or “best dentist in Albany.”

Local search results often include a map pack (a group of three to four businesses displayed on a map) and organic listings.

How to Track Local SEO Success

  • Tracking local keyword rankings through tools like Semrush, Ahrefs, or Moz Local. Monitor your rankings for critical local keywords, as well as your map pack rankings and organic rankings.
  • Monitor GMB Insights to know how customers find your business, their actions, and which search queries they use.
  • Analyze local traffic and conversions on GA4 to segment your traffic by location and track conversions (phone calls, direction requests, website visits, purchases) that originated from local searches.
  • Track online reviews and ratings .

Read more on how to rank for Local Pack SEO .

Customer Reviews And Ratings

Customer reviews and ratings provide valuable customer feedback about their experiences with your business, products, or services.

These reviews are often publicly accessible on Google, Yelp, Facebook, and industry-specific review sites.

Why Are Reviews Important For Local SEO?

  • It’s a ranking factor, as businesses with positive reviews are more likely to appear higher in local search results, including the map pack and organic listings. For instance, Google ranks your business higher if you have many reviews, a high frequency of new reviews, multiple review sources, and an overall star rating.
  • Star ratings (or positive reviews) displayed alongside your business listing in search results can increase CTR.
  • Positive reviews enhance customer trust and conversion, as customers now rely on online reviews when making purchasing decisions.

Competitor Analysis

Competitive benchmarking.

Competitive benchmarking in SEO involves identifying, analyzing, and comparing your website’s performance to that of your top competitors in the search engine results pages (SERPs).

This helps you uncover your strengths and weaknesses, discover opportunities, and make data-driven decisions.

Some competitor performance metrics to analyze include:

  • Their keywords, search volume, and keyword gaps.
  • Their high-performing content format.
  • Backlink analysis.
  • Technical SEO audit (site speed, mobile friendliness, crawlability, and indexability.

Read more: SEO Competitive Analysis: The Definitive Guide .

Rankings are great, but conversions pay the bills.

Conversions are important they determine the efficacy of all your marketing efforts.

Tracking these metrics (and how they contribute to sales) will help you intensify marketing efforts on the strategies that work and allocate budgets effectively.

More resources:

  • 5 Marketing Principles To Maximize SEO Effectiveness
  • SEO Is More Than A Checklist
  • SEO Strategy: A Full Year Blueprint (+Template)

Featured Image: Deemerwha studio/Shutterstock

In article screenshots taken by author

Adam Heitzman is a co-founder and managing partner at HigherVisibility, a nationally recognized SEO firm. Having been a marketing executive ...

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More From Forbes

Is influencer marketing relevant in the b2b industry.

Forbes Communications Council

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Managing director at TERRITORY Influence , a leading social media and influencer marketing agency activating 4 Mio creators for CPG brands.

In the ever-evolving landscape of communication, influencer marketing has become a cornerstone in B2C strategies, but its relevance and effectiveness in the B2B sector often spark debate. As businesses strive to innovate and stand out, the question arises: Is influencer marketing relevant in the B2B industry? In this article, I want to explain why I believe that influencer marketing is not only relevant but a best practice tool for modern B2B marketing.

Understanding B2B Influencer Marketing

Influencer marketing in the B2B context involves partnering with individuals who have a significant influence on the decision-making processes within their industry. These influencers are often subject matter experts, industry analysts, consultants or executives with a substantial audience on LinkedIn, blogs or other digital platforms. Unlike B2C influencers, who might sway purchasing decisions with lifestyle endorsements, B2B influencers provide valuable insights, expertise and credibility to complex purchasing decisions.

Influencer marketing in the B2B space cannot be focused on short-term tactics; it's about building long-term relationships with key opinion leaders. These relationships can lead to ongoing collaborations, where influencers become advocates for your company. Such sustained partnerships can help to keep your brand top-of-mind and maintain a steady stream of quality content and engagement.

Benefits Of B2B Influencer Marketing

1. the power of authority and trust, netflix’s best new show has a perfect 100% critic score, new chrome security rules—google gives websites until 11/1 to comply, ranked: the 30 most walkable cities in the world, according to a new report.

Trust and authority are paramount in B2B transactions. Decision-makers are more likely to engage with and be persuaded by content from a trusted and authoritative source. B2B influencers bring a level of credibility that is hard to achieve through traditional advertising. Their established reputations and deep industry knowledge mean their endorsements can significantly influence supplier perception and purchase decisions.

This strategy not only boosts product credibility but also drives adoption rates. A notable example of a brand doing this well is Adobe, which collaborates with micro-influencers to showcase its software solutions in a more authentic and credible way. Adobe realized that micro-influencers can illustrate the power of Adobe's Creative Cloud products in relatable use cases, while also building a community among like-minded professionals.

2. Enhancing Content Strategy

Integrating influencers into B2B content strategies can significantly enhance the quality and outreach of your content. Influencers can co-create content, such as white papers, case studies, webinars and blogs, providing expert opinions and analyses that resonate with your target audience. This collaboration not only enriches your content but also expands reach and engagement by leveraging the influencer's own audience.

3. Expanding Reach And Engagement

Traditional B2B marketing tactics—such as fairs and trade shows—often have limited reach. Influencers, however, have established audiences already engaged and interested in the topics relevant to your industry. Collaborating with influencers allows you to tap into these audiences, reaching potential decision-makers or stakeholders who may not be accessible through conventional marketing channels.

4. Driving Thought Leadership

Thought leadership is a critical component of B2B marketing. Partnering with influencers positions your brand alongside recognized experts, enhancing your reputation as a leader in your industry. Influencers can help articulate your company's vision and values through thought-provoking content, discussions and presentations. This association strengthens your brand's authority and fosters deeper connections with your audience.

5. Boosting SEO And Online Visibility

Influencer marketing can significantly boost your SEO efforts. High-quality backlinks from forums and blogs improve your search engine rankings. Additionally, influencer-generated content tends to garner more shares and engagement, increasing your online visibility. This enhanced visibility not only drives traffic to your website but also improves your brand's digital footprint, making it easier for potential clients to find you.

For instance, SAP, a global leader in enterprise software, has leveraged influencer marketing to enhance its brand visibility and authority. At an event SAP conducted in Germany, they invited five influencers to talk about industry topics such as machine learning and IoT. The influencers in attendance drove 50% of all social media mentions about this event . By partnering with industry experts and thought leaders, SAP has been able to create compelling content that resonates with its target audience, driving engagement and establishing the company as a thought leader in the SaaS space.

Challenges And Considerations

While influencer marketing offers numerous benefits, it also presents unique challenges in the B2B sector. At TERRITORY Influence we have seen that identifying the right influencers with the right audience and relevant topic expertise and credibility is key.

Another consideration is content alignment. The content produced by influencers must align with your company's messaging and objectives. Effective collaboration and clear communication are essential to ensure that the influencer content supports your marketing strategy and resonates with your audience. Additionally, businesses need to set clear objectives and KPIs, leveraging analytics tools to track engagement, leads and conversions.

Future Trends In B2B Influencer Marketing

As the B2B landscape continues to evolve, so will the strategies and tools used in influencer marketing. AI and data analytics will play a bigger role in identifying the most effective influencers and predicting campaign outcomes. Additionally, the rise of new platforms and content formats, such as podcasts and livestreaming, will offer fresh opportunities for B2B influencer collaborations.

Micro-influencers with smaller but highly engaged followings are also gaining traction in the B2B space, as seen in the Adobe example. These influencers often have a more niche and dedicated audience, which can lead to higher engagement rates and better conversion. As businesses continue to seek authentic and impactful ways to connect with their audience, the role of micro-influencers is likely to grow in both B2B and B2C.

In conclusion, influencer marketing is highly relevant and effective in the B2B industry. It offers a powerful way to build trust, enhance content strategy, drive thought leadership, boost SEO, expand reach and build relationships with key customers. By leveraging the expertise and influence of industry experts and key opinion leaders, businesses can create compelling and credible content that resonates with their target audience, ultimately driving growth and success.

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

Rafael Schwarz

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Your Guide to B2B Video Marketing in 2024

b2b seo case study

In 2024, diving into business-to-business (B2B) video marketing is practically essential for success. While video has long been a star in business-to-consumer (B2C) circles, its potential in B2B is equally immense.

Unlike quick consumer decisions, B2B purchases tend to involve more detailed research and complex decision-making. That’s where your video content can take the lead, providing a dynamic way to educate and influence stakeholders throughout the sales journey — from sparking interest to sealing the deal.

Video is your ally in making a lasting impact in the B2B landscape. Read on for a roadmap to mastering B2B video marketing in 2024, whether you’re trying to capture attention, build trust or drive conversions. 

What Is B2B Video?

B2B video is a dynamic medium that uses moving images and sound to convey information or communicate messages. They’re essentially supercharged storytellers, grabbing attention and expressing ideas in a way that sticks with your B2B audience.

And how do they do this? Simple: In marketing, video content is a powerful way to simplify complex subjects and build genuine connections with other businesses. It’s more than just a tool; it’s how your team’s story comes to life in the digital marketing age.

Some of the most common types of B2B video marketing today include:

  • Explainer Videos.
  • Product Demos.
  • Customer Testimonial Videos.
  • Corporate Videos.
  • Product Tutorial Videos.
  • Event Coverage.
  • Interviews and Q&As.
  • Brand Stories.

How Does B2B Video Differ From B2C Video?

Before we go any further, let’s take a second to differentiate between a B2B video and a B2C video. Why? Because this is key for not only targeting the right audience but also moving forward with an ideal content creation strategy. So, when it comes to B2B versus B2C marketing videos, think of it like two sides of the same coin. 

B2C videos are short bursts of emotion, made to grab attention fast and spur immediate action from eager consumers. They’re often a good fit for product launches, promotions and engaging social media campaigns where quick consumer decision-making is key. 

B2B videos, on the other hand, dive into more complex details and talk to other businesses and professionals with specialized insights. Because they’re designed to build solid trust and credibility, they’re particularly effective for educating prospects during the consideration stage of the buying process — not to mention nurturing leads through the longer sales cycles typical in B2B transactions.

Why Should Your Business Invest in B2B Video Marketing?

When done right, B2B marketing videos become a powerhouse for upgrading your outreach strategy. In mere seconds, you can enhance engagement, build trust and drive lead generation. Videos showcase your expertise in a lively, digestible format, educating and humanizing your brand at the same time.

Never underestimate the potential of educational videos to transform prospective businesses into loyal partners — all while boosting your online visibility and industry authority. Wyzowl reports that 90% of marketers say video marketing has led to a positive return on investment (ROI), and most people prefer videos over text for learning about products and services.

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How Do You Use Video in a B2B Marketing Strategy? 

A B2B video can emerge as a secret weapon across the entire sales funnel journey. And unlike B2C funnels, B2B paths are typically more defined. This allows for specialized strategies that cater to every stage.

First off, videos excel at building awareness by grabbing attention and introducing your solutions right from the start. They’re more than just informative, they’re great opportunities to showcase expertise and build trust right out of the gate.

As prospects move to self-directed research, videos step in with crucial product details. Plus, they’re presented in a way that’s easy to understand — and impossible to ignore. Think of them as your 24/7 sales rep, highlighting features, benefits and why your solution is the right choice for an organization’s unique needs.

When it comes to overcoming objections in the middle stages of the funnel, videos shine by providing specific details that address concerns head-on. Whether it’s through customer stories, detailed demonstrations or expert insights, videos guide your business prospects toward a purchasing decision.

The Steps to Create a B2B Video Marketing Strategy 

Because videos hold the power to guide business prospects through your sales funnel and ultimately convert them into loyal partners, we can understand if you’re eager to get started. Not sure where to begin? Let’s dive into the steps to craft a strategy that aligns with your marketing goals:

  • Set objectives: Be clear about what you want to achieve across the team — whether it be brand awareness, lead generation or customer loyalty.
  • Know your B2B audience: Identify who you’re talking to and make a proactive effort to understand their needs and preferences.
  • Plan your content: Decide on the type of video you want to create: an explainer video, testimonial, product demo or something else — your options are practically limitless!
  • Develop a production plan: Get your script, filming and editing lined up and ready to roll.
  • Distribute B2B video content strategically: Share your videos on social media platforms or other digital spaces where your B2B audience hangs out.
  • Measure results and adjust: Keep an eye on metrics, such as click-through rates or social shares, and tweak your strategy as needed to promote continuous improvement.

What Are the Primary Types of B2B Video? 

B2B videos wear several hats; in other words, they fall into a lot of different categories depending on their use in the sales funnel. They kickstart interest, educate along the way and seal the deal when the time is right. That means they’re a strategic tool to guide your B2B customers through every step with clarity and impact. 

Here’s a closer look at the types of videos you might use for your B2B digital marketing:

  • Event videos and livestreams: A high-quality video lets you bring the excitement and interaction of live events to digital platforms. This does more than stir up real-time engagement and build buzz; it also creates a sense of urgency and exclusivity. That way, you can encourage immediate audience participation and feedback.
  • Testimonials and case studies: Showcasing real success stories from happy clients helps boost your credibility in the eyes of other businesses. These types of videos go beyond words, demonstrating metrics and customer insights that prove your value in action.
  • Humanizing behind-the-scenes content: We know you represent more than just business, but it’s important to let other companies see that too. Take your audience behind the scenes to meet the real people supporting your brand or mission. This is how you forge personal connections and reveal the heart of your company.
  • Explainer video: An educational video delivers detailed information about your offerings and the specific pain points your business can address. They often include step-by-step demonstrations or tutorials, guiding viewers through your product features and benefits.
  • Quick-hit animated clips and motion graphics: With a lively animated video, you can capture attention through dynamic storytelling. They’re like mini-movies, using creativity and visuals to make even the most complex concepts easy to grasp.

That’s just scratching the surface of what you can achieve with a B2B marketing video! Need more inspiration? Explore additional video ideas to elevate your B2B strategy .

What Are Some B2B Video Examples? 

If you’re looking to maximize B2B video production and distribution, take a cue from trailblazers like HubSpot, Adobe and Slack.

HubSpot excels at turning complex marketing jargon into digestible, leadership videos that are a breeze to watch.

  Adobe ? They show off their creative software’s magic through product demos and real-life success stories that make any viewer want to use their tools.

b2b seo case study

Meanwhile, Slack is all about humanizing their brand. They use the video format to weave compelling stories that show how their platform supercharges teamwork and productivity.

But here’s a hint while you explore these examples: Don’t directly copy these ideas — embrace their spirit to elevate your next B2B video marketing campaign. That way, you’re not just making videos, but shaping narratives, crafting visuals and speaking directly to your B2B audience’s needs. This helps you forge meaningful connections that keep businesses coming back for more.

Ready To Get Started With B2B Video? 

If you’re eager to kickstart new B2B video content, we completely understand. After all, it has the potential to considerably boost your business outreach and lead generation efforts. The key is seamlessly integrating this content with your branding initiatives, so videos flow naturally alongside your campaigns and enhance your team’s mission.

Give B2B content the same creative energy and attention as B2C marketers would give theirs to establish your team as an industry powerhouse. By embracing storytelling and sharing valuable insights, you can elevate your brand’s credibility and impact.

With strategic planning and bold execution, B2B video becomes more than just a tool; it serves as your pathway to standing out as a leader in your field.

Samantha Finley

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b2b seo case study

Samantha Finley is a Brafton Content Writer in Texas with a background in social media coordination. Her creativity extends beyond her work life, as she's also a competitive hip-hop dancer, choreographer and now teacher.

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    According to Sagefrog's 2023 Marketing Mix Report, SEO is the most popular marketing tactic amongst B2B marketers, and the B2B SEO case study we're about to share perfectly illustrates why that is. This is the story of how we were able to increase a B2B client's organic traffic by 787%, get them ranking in the top 10 for 1,500+ relevant ...

  15. Our Top 3 B2B SEO Case Study Examples

    1. B2B SaaS SEO Case Study - How We Grew FreeUp to $12 Million/Year with SEO. 2. Organic SEO Case Study - Zero to 1.4M Google Impressions & Ranking for 3.7k+ Keywords. 3. Blog Case Study - From 0 to 20K Organic Users in 10 Months. Companies trust TrioSEO to scale their business to 6, 7, and even 8 figures using SEO.

  16. B2B SEO Case Study: AWS

    SEO performance audit leads to a content optimization plan that achieves 90% of the AWS organic search goal in just two months. ... DOWNLOAD FULL CASE STUDY. If you're looking for smart marketing solutions that support stronger sales, let's talk. CONTACT. About ...

  17. B2B SEO Case Study

    In this B2B SEO case study, Big Leap helped a leadership training and consulting company see a 53% increase in leads year-over-year. Read on to learn more.

  18. How to Write a B2B Case Study: A Step-by-Step Guide

    Step 3: Write your case study questions. Brilliant case study questions will uncover your customer's situation before, during, and after using your product. A simple way to think of this is to ask questions about: Your customers' challenges. Unfit solutions they tried. How your product came to the rescue.

  19. Our 3-Phase Approach to Creating B2B Case Studies

    Here are three examples from various B2B case studies: 5. Include quotes and visuals. These elements add personality and credibility to your study. Find a few nuggets that speak to the success of the relationship and feature them prominently. ... This case study from the SEO tool SEMRush is fairly long at almost 1,300 words —and that's OK ...

  20. B2B SEO: Optimizing Case Studies for Maximum Results

    In summary, optimizing your case studies for SEO requires careful consideration of keywords, headings and subheadings, links, multimedia elements, and regular updates and promotions. By implementing these best practices, B2B companies can ensure that their case studies are well optimized and can reach a wider audience, ultimately leading to B2B ...

  21. 7 Steps to Building an Effective B2B Content Marketing Strategy

    Because B2B companies tend to have a much longer sales cycle than B2C companies, content marketing is an effective way to nurture leads. Content formats that provide in-depth information, such as blog posts, case studies, white papers, or original research reports, are great examples.

  22. The #1 Medical Device SEO Agency

    Our Work: A Medical Device Case Study We worked with a leading medical device company that develops personal medical equipment. Over the course of our campaign, we developed a custom-built SEO campaign to improve their brand visibility among patients, and supported this campaign with regularly published, ghostwritten content.

  23. B2B (Business to Business) Search Engine Optimization (SEO) Guide

    The B2B SEO Case Study subject website name is kept hidden due to the NDA agreement below. The subject website for heavy metallurgy B2B SEO is a multimillionaire Wall Street company. A section from the NDA Agreement to keep the website's and brand's name hidden for possible SEO case studies or other types of activities is given below.

  24. B2B SEO Case Study

    B2B SEO Case Study. Industry: B2B SEO "Our company has focused on SEO for the first time and we have seen great results! We are actually seeing a change in the ranking for the top pages that we decided to focus on for our website. We have also had our recent clients tell us that they found us online which has never happened in the past.

  25. Beyond Rankings: Important Metrics To Measure For SEO Success

    It impacts SEO positively: Search engines use engagement metrics as signals of content quality and relevance. High engagement suggests that your site meets user needs, which can boost your rankings.

  26. Is Influencer Marketing Relevant In The B2B Industry?

    Understanding B2B Influencer Marketing. Influencer marketing in the B2B context involves partnering with individuals who have a significant influence on the decision-making processes within their ...

  27. What Is B2B Video?

    In 2024, diving into business-to-business (B2B) video marketing is practically essential for success. While video has long been a star in business-to-consumer (B2C) circles, its potential in B2B is equally immense. Unlike quick consumer decisions, B2B purchases tend to involve more detailed research and complex decision-making.