{"id":7638,"date":"2018-02-15T18:31:35","date_gmt":"2018-02-15T13:01:35","guid":{"rendered":"https:\/\/www.rankwatch.com\/blog\/?p=7638"},"modified":"2023-07-08T18:44:09","modified_gmt":"2023-07-08T13:14:09","slug":"5-key-differences-between-b2b-seo-and-b2c-seo","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/5-key-differences-between-b2b-seo-and-b2c-seo\/","title":{"rendered":"5 Key Differences Between B2B SEO and B2C SEO"},"content":{"rendered":"

\"b2b<\/a><\/p>\n

The B2B and B2C worlds are vastly different. They follow different best practices, they support different sales cycles, and they have different business motivators. Search engine optimization (SEO) is no exception to this rule.<\/p>\n

Today we explain the five key differences between SEO for a B2B company and SEO for a B2C company. Understanding these differences can drastically change and elevate your SEO strategy. Ready to learn more? Keep reading. <\/span><\/p>\n

Difference #1: Content Marketing<\/h2>\n

In the B2C world, purchases tend to be less expensive and lower risk. Therefore, marketing content is primarily used to build links and advertise. In the B2B world, however, purchases are more expensive and require an entire buying committee to make a final decision. As a result, B2B content serves multiple purposes. These include brand awareness, education, demand generation, and so much more.<\/span><\/p>\n

    \n
  1. B2C Best Practice: <\/b>In terms of content, it\u2019s important to focus your efforts on providing clear and concise product details. Lose the marketing speak and don\u2019t over-explain things. The average B2C buyer just wants to know what they\u2019re getting\u2014and if you can be the first retailer to grab their attention, you\u2019ll almost always win their business. <\/span><\/li>\n
  2. B2B Best Practice: <\/b>It\u2019s great to have content ranked among the top search results\u2014but if that content doesn\u2019t offer value, you won\u2019t win the searcher\u2019s business. Therefore, your content must be valuable for both search engines and buyers in order to drive conversions. <\/span><\/li>\n<\/ol>\n

    Difference #2: User Intent<\/h2>\n

    The goal of SEO is not only to rank highly for a keyword but also to serve compelling content when the searcher clicks through to your website. The key to doing this successfully lies in your ability to understand the searcher\u2019s intent. In general, B2C buyers are typically looking for something to buy and B2B buyers are looking for a solution to a problem.<\/span><\/p>\n

      \n
    1. \"user<\/a><\/li>\n
    2. B2C Best Practice: <\/b>If someone is looking to make a purchase, you must make it easy for them to do so\u2014otherwise you risk losing their business. Therefore, focus your SEO efforts on your product pages. That way, when someone clicks on your website, they can find and purchase what they\u2019re looking for right away.<\/span><\/li>\n
    3. B2B Best Practice: <\/b>Map your keywords to your content to effectively guide your buyers through the sales funnel. What we mean is this\u2014map low-intent keywords to low-intent content and map high-intent keywords to high-intent pages. \u00a0<\/span>Content mapping<\/span><\/a> and keyword mapping both help educate your buyer and convince them to make a purchase. <\/span><\/li>\n<\/ol>\n

      Difference #3: Keyword Strategy<\/h2>\n

      Most B2C organizations offer tangible products\u2014shoes, cleaning supplies, furniture, etc. Therefore, the keywords used to find these items are often product related\u2014sneakers, Adidas sneakers, running sneakers, etc. For this reason, it\u2019s fairly simple for B2C SEO professionals to identify and target high-intent keywords.<\/span><\/p>\n

      \"keyword<\/a><\/p>\n

      B2B organizations, on the other hand, offer intangible products and services. Often, it\u2019s difficult to tell which keywords are high-intent and which aren\u2019t. For example, someone looking to buy payroll software might search \u2018payroll software\u2019 but they might also search long-tail queries like, \u2018how to process payroll faster\u2019 or \u2018payroll organization for small businesses\u2019. To make things even more complicated, someone searching the last two examples might not be looking to spend money on a product at all.<\/span><\/p>\n

        \n
      1. B2C Best Practice:<\/b> Develop a keyword strategy around your most popular products. If your specialty is sneakers, for example, consider using things like brand and style as your keyword modifiers\u2014then, develop landing pages or implement filters to support these keywords. This could involve separating products by brand and optimizing for keywords like \u2018Nike sneakers\u2019 and \u2018Adidas sneakers\u2019. Or, separate your product by type and optimize for keywords like \u2018running sneakers\u2019 or \u2018walking shoes\u2019.<\/span><\/li>\n
      2. B2B Best Practice: <\/b>Conduct research on your customers and their online behavior. You can do this by developing <\/span>buyer personas<\/span><\/a>, talking to your customers, analyzing your <\/span>corporate contact database<\/span>, and consulting with your sales reps. The goal is to understand exactly what types of searches lead potential buyers to make a purchase.\u00a0<\/span><\/li>\n<\/ol>\n

        Once you have a good idea of what your prospects are searching, you can then develop informational content to support long-tail, lower-intent searches\u2014think <\/span>B2B blog posts<\/span>, eBooks, whitepapers, and webinars. Then, optimize your product pages to support high-intent keywords.<\/span><\/p>\n

        Difference #4:\u00a0Goals and Key Performance Indicators<\/h2>\n

        Although organic traffic and revenue are the main SEO goals for both B2B and B2C companies, the two types of companies measure success differently. B2B SEO success is measured using metrics like lead quantity and lead quality. B2C organizations primarily judge success on the sales generated from organic traffic.<\/span><\/p>\n

        \"goals<\/a><\/p>\n

        The key difference here is where the conversion happens. For B2B\u2019s, the conversion usually happens after a conversation with a sales rep or a demo of a product. For B2C\u2019s, the conversion usually happens right on their website.<\/span><\/p>\n

          \n
        1. B2C Best Practice: <\/b>Use your analytics to determine how much of your organic traffic converts into paying customers. Then, work to increase that conversion rate. This can be done a few different ways. Aside from focusing on higher-intent keywords, you can also use page elements like copy and design to drive more conversions. This is particularly important when it comes to optimizing your <\/span>marketing landing pages<\/span><\/a>.<\/span><\/li>\n
        2. B2B Best Practice:<\/b> Because most B2B conversions happen as a result of sales conversations, B2B SEO professionals should focus more on leads. First, determine what constitutes a high-quality or sales-ready lead. Then, determine how many of these leads you produce as a result of organic search traffic. Your goal should be to increase this number over time by improving your rankings for high-intent keywords.<\/span><\/li>\n<\/ol>\n

          Difference #5:\u00a0Buyer’s Journey<\/h2>\n

          The B2C sales cycle is relatively straightforward. Whether actively seeking your product or not, the buyer lands on your website and, if they find what they\u2019re interested in, they make a purchase. The B2B buying journey looks much different\u2014the buyer recognizes they have a problem or a need, they conduct research, they check reviews, they compare and contrast vendors, and then, an entire team of people come together to make a purchase decision. <\/span><\/p>\n

            \n
          1. B2C Best Practice:<\/b> If you haven\u2019t already caught on\u2014there\u2019s a common theme when it comes to website optimization and SEO in the B2C space: Make it easy. If a buyer can\u2019t find something or struggles to navigate through your website, you can say goodbye to their business. Run user testing to determine how well your website delivers what the user is searching for.<\/span><\/li>\n
          2. B2B Best Practice:<\/b> \u00a0Because the B2B buyer conducts so much research before making a purchase, your keyword strategy and search rankings must be comprehensive. You must show up in search results when your prospect is making searches related to their key pain points and then you must show up again once they\u2019ve identified the solution and started searching for products.<\/span><\/li>\n<\/ol>\n

            Conclusion<\/h2>\n

            There you have it\u2014the five key differences between B2B SEO and B2C SEO. We hope you take these lessons and apply them to your day-to-day SEO efforts\u2014whether through link building, content optimization, or even social media. Really try to think like your ideal buyer and structure your SEO strategy to support that vision.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

            The B2B and B2C worlds are vastly different. They follow different best practices, they support different sales cycles, and they have different business motivators. Search engine optimization (SEO) is no exception to this rule. Today we explain the five key differences between SEO for a B2B company and SEO for a B2C company. Understanding these […]<\/p>\n","protected":false},"author":25482,"featured_media":7676,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[25,37,1],"tags":[],"class_list":["post-7638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-basic-seo","category-digital-marketing","category-rankwatch","entry"],"acf":[],"yoast_head":"\n5 Key Difference Between B2B SEO and B2C SEO<\/title>\n<meta name=\"description\" content=\"The B2B & B2C worlds are vastly different. 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