How SEO generates B2B leads

Written by Aycan Demirci: Senior Digital Executive.
· 4 minute read

What is SEO?

SEO, which stands for Search Engine Optimisation, is the technique and practise of increasing traffic to your website by it being able to rank higher within search engine results such as Google or Bing.

The aim of SEO is to increase both the quantity and quality of your organic website traffic. This means that you are attracting the right audience that are engaging with your content and exploring your website.

Why is SEO important for B2B?

SEO is crucial for B2B companies as your audience will rely on search results to find the product or service they require at that moment in time. Every time a potential client tries to find the answer to their current problem, you need your business’s solutions to appear as close to the top of the results page as possible.

This can be achieved by understanding the topics and terms that your relevant audience is searching for and creating targeted but compelling content around your findings so that they can both absorb and understand it.

Landing at the top of a search engine’s results page doesn’t just lead to higher levels of traffic, it also provides the end user with confidence as many searchers will put trust in the search engine’s ability to find and present the best websites relating to their query.

In addition to the above, SEO is highly measurable using Google Analytics. By using this online tool, you can analyse how this traffic source behaves on your website; how this audience is helping to reach your overarching business aims and objectives; and which specific terms are generating traffic and highlighting areas that might need more work or opportunities for growth.

How can SEO generate B2B leads?

SEO is great for B2B businesses as it is a sustainable method of marketing that will allow you to gain more traffic and generate leads.

The use of thought leadership, in the form of content, blogs and bespoke landing pages across your site, is a great way to generate leads for your business. If you exchange your content such as whitepapers or downloadables for an email address you can follow this up and try to convert this prospect into a closed customer.

SEO also allows you to target your potential customers within each stage of the purchase cycle. This can then increase the probability that your audience will reach out to you for further information. You can create and optimise relevant content that can inform your audience – no matter what stage they are currently at. Whether you try to target the awareness stage by using long tail search queries and answering common questions or create case studies that can assist the decision phase.

Looking for an agency to help with your B2B SEO?

Are you looking for an experienced agency to manage your site’s SEO? Run2 are an award-winning SEO agency in Manchester. We’ve helped a portfolio of businesses achieve their goals, so why not pick up the phone and give us a call on 0161 236 7161, contact us online or pop in for a brew with one of our experts to see how we could help grow your business?