B2B: Why SEO and keyword search work differently
Posted: Wed Dec 04, 2024 10:53 am
In the B2B segment (business to business), there are special conditions that affect the target keywords and the search behavior of users. Accordingly, SEOs in the B2B environment face special challenges. SEO
is only reaching websites of companies that want to win corporate customers (B2B) relatively slowly . Often, established SMEs are involved here, where the business and ordering processes still largely take place on conventional channels and through direct personal contact. Read the article: "Other channels generate more sales than SEO." Is this objection justified?
But things are gradually starting to move here too. However, classic SEO methods do not always work in the B2B segment or have to be adapted to the prevailing conditions there. This affects, for example, the keywords for which a website must be optimized. Unlike in the B2C sector, for example, where optimization normally takes place in the hierarchy of product category, product variant, individual product, in B2B, part or order numbers are also searched for.
For example, if a buyer needs a very specific spare part with a unique number for a production machine, the website that offers the right part for exactly this number on a landing page created for this purpose has an advantage in Google search results .
Depending on the industry, the number of parts or products in demand can run into the thousands or even millions. In extreme cases, this means that each of these parts or products must have its own landing page with a special URL . This can make B2B websites very extensive. This in turn creates challenges in both a technical and content sense.
Technology
Technical challenges
A website with hundreds of thousands of URLs must be structured in such a way that Google can crawl and index all important URLs . Because the crawl budget can play a role for websites of this size - that is, the number Azerbaijan Phone Number Resource of URLs that Google can and wants to access in a certain period of time - it is important to ensure that only important URLs are recorded by Google. Duplicate content, unnecessary URL parameters and similar things should be excluded (see also Avoiding duplicate content ). In addition, all URLs and directories that should not appear in the search should be blocked using robots.txt .
The organization of URLs on the website also plays an important role. All important URLs should be provided in an XML sitemap so that Google can be notified of changes.
Another challenge is the user experience criteria, especially the loading time. The larger a website, the more difficult it can be to design the technology so that the content is delivered quickly. This is due, for example, to necessary database queries. If a website is connected to an inventory management system, then its speed determines the loading time of the website.
Techniques such as caching or pre-rendering HTML code can provide improvements here.
is only reaching websites of companies that want to win corporate customers (B2B) relatively slowly . Often, established SMEs are involved here, where the business and ordering processes still largely take place on conventional channels and through direct personal contact. Read the article: "Other channels generate more sales than SEO." Is this objection justified?
But things are gradually starting to move here too. However, classic SEO methods do not always work in the B2B segment or have to be adapted to the prevailing conditions there. This affects, for example, the keywords for which a website must be optimized. Unlike in the B2C sector, for example, where optimization normally takes place in the hierarchy of product category, product variant, individual product, in B2B, part or order numbers are also searched for.
For example, if a buyer needs a very specific spare part with a unique number for a production machine, the website that offers the right part for exactly this number on a landing page created for this purpose has an advantage in Google search results .
Depending on the industry, the number of parts or products in demand can run into the thousands or even millions. In extreme cases, this means that each of these parts or products must have its own landing page with a special URL . This can make B2B websites very extensive. This in turn creates challenges in both a technical and content sense.
Technology
Technical challenges
A website with hundreds of thousands of URLs must be structured in such a way that Google can crawl and index all important URLs . Because the crawl budget can play a role for websites of this size - that is, the number Azerbaijan Phone Number Resource of URLs that Google can and wants to access in a certain period of time - it is important to ensure that only important URLs are recorded by Google. Duplicate content, unnecessary URL parameters and similar things should be excluded (see also Avoiding duplicate content ). In addition, all URLs and directories that should not appear in the search should be blocked using robots.txt .
The organization of URLs on the website also plays an important role. All important URLs should be provided in an XML sitemap so that Google can be notified of changes.
Another challenge is the user experience criteria, especially the loading time. The larger a website, the more difficult it can be to design the technology so that the content is delivered quickly. This is due, for example, to necessary database queries. If a website is connected to an inventory management system, then its speed determines the loading time of the website.
Techniques such as caching or pre-rendering HTML code can provide improvements here.