The roadmap to B2B SEO success

The author’s opinions are entirely his (except for the unlikely event of hypnosis) and may not always reflect the opinions of Moz.

Navigating the B2B marketing landscape can be difficult. Today, guest host Austin Peachey walks you through the roadmap steps his team at Possibility uses to create successful B2B SEO strategies.

Photo of the whiteboard with the steps for implementing UTM tags for GMB.
Click the whiteboard image above to open a larger version in a new tab!

Video transcript

Hi, Moz fans, and welcome to another edition of Whiteboard Friday. I’m Austin Peachey, SEO manager at Obility, a Portland-based B2B marketing agency.

Working for a B2B focused agency, I know it can be difficult to navigate the B2B marketing landscape. If you want to be successful in B2B SEO, you need to make sure you’re taking the right steps. Today, I’m going to present our roadmap for your SEO success.

Data gathering

The first step in this roadmap is data collection. It is so important that all the data you collect is clean and accurate, as it will help you make crucial decisions afterwards. Three key elements for this are tracking, filters, and goals.


For tracking, you need to make sure your scripts are set up correctly so that they collect data every day, and to minimize scripting on your website, try to implement as many as possible through Google Tag Manager.


Filters are the next really important step in cleaning up data. These will help you remove website sessions that have no purpose in your crawl.

The three key filters to include would be: IP filters to remove traffic from your client, office, or remote workers; domain filters to remove traffic from known spam websites; and hostname filters to make sure sessions arrive on your website.


Finally, it’s very important that your goals are set correctly and that you don’t track things like bounce rate or time spent on site as a saved goal.

These are good metrics for checking the health of your site, but they won’t be meaningful enough to make strategic changes down the road. When it comes to B2B SEO, we focus on two different types of goals: micro and macro conversions. Microconversions can be things like downloading a white paper or signing up for a newsletter. Macro conversions focus on bigger, lead-based goals, like form fills or demo requests.

The buyer’s journey is so much longer when it comes to B2B than B2C, and you need to make sure you’re there with conversion points no matter where they are in the cycle.

Technical referencing

Once your data collection is working properly, the next step is to look at technical health of your website and anything that might impact your indexing or inbound traffic to the site.

Focus first on critical bot issues that can cripple your site. These could be 404 errors, duplicate content, and website speed performance. 404 errors affect your site’s crawl ability as well as the user experience when they actually browse your content. Duplicate content errors can be as big as having two full instances of your website to crawl, as well as something as small as just having a blog post posted twice on your website. Big or small, however, it’s really important to have unique content across your entire site.

Site speed and Core Web Vitals are important for both SEO and user experience. Work with your web developer to minimize scripts used on the site, optimize your images, and clean up the code.

Once your main crawling issues have been resolved, you can start looking to create well-optimized title tags and meta descriptions. Make sure these are written for the user and not for the search engines. A title tag won’t make a difference in your position on Google, but it could make a difference if someone clicks on your post compared to a competitor.

the Moz crawler is a great tool to help improve the health of your site. It provides an organized breakdown of any issues your site might be experiencing as well as tips to remedy these problems.

Keyword research

Now that your site is in tip top shape, the next step is to move on and do keyword research.

When doing SEO for B2B businesses, it’s important to remember that the customer journey is much longer than in B2C. These purchases are more important and there are more stakeholders who are part of the purchasing process. For this reason, when doing your keyword research, you need to think about keywords throughout the consumer journey, targeting keywords from the top of the funnel to the bottom of the funnel.

Think of it this way. If your product is task management software, you can’t just focus on optimizing bottom-of-the-funnel keywords, such as task management software or an organizational tool. company. Instead, think about keywords your user might be looking for just because they have a problem – what’s the best way to keep my team organized or tips on how to meet deadlines on time.

Start your keyword research by contacting your customer and seeing which keywords are important to them and what they want to focus on. Then once you have that seed list, expand it by crawling their site, competitor’s websites, Google Search Console, and keyword tools like the Moz Keyword Explorer.

Once you have that list, it’s time to actually prioritize those keywords, and by priority we don’t just mean what has the highest volume on a monthly basis. It’s a lot more about what’s relevant to your product and your consumers and what will ultimately drive conversions down the road.

Create content

Then, now that we know these keywords, our next stop is to focus on developing content that goes with those keywords. Evaluate the existing content on your website and determine whether you need to create something new, develop what you already have, or more likely a combination of both.

As you develop this content you need to remember the golden rule – write for users, don’t write for search engines. The best content is content that people actually find useful and answer their questions. Make sure your content is easy to read, links to other relevant topics within the content, and covers the keywords you are focusing on as effectively as possible.

This doesn’t always mean writing the longest piece, but one that really delivers the content most effectively to the user. If you’re not sure what to write about, a good place to start is the search engine results for the current keyword. What is currently ranking well? What questions do they answer and what was the user’s intention when they conducted this research? Answering these questions will really lead you to develop better content down the road.

Now, as mentioned earlier, with your content as your keywords, you need to follow the user through the funnel. Make sure you provide content at every stage of the buying cycle. So having top notch content, like strategies on how to meet deadlines, will be just as important as detailed content about the software you are providing and the benefits it offers to users. By doing this, your business will be seen and be part of its decision-making process, whether it is just starting to solve its problem or is ready to go out and make a final purchase.

Conversion rate optimization

The last step of our journey is conversion rate optimization. You have found your keywords. You have great content. But it really doesn’t mean much if they don’t come and actually buy your product.

There are several conversion rate optimization points that you need to pay attention to – search engine page conversion optimization, information finder optimization, and lead optimization. As mentioned in our technical health rating, search engine conversion rate optimization comes from your title tags and meta descriptions. These are the first things your users see when they begin their journey of research and in search of answers.

You need to make sure that they are well written and that they get the user to click and find out more about you. Experiment with different formulations and see what really gets the most clicks. Information Seeker Conversion Rate Optimization is for users who are really at the beginning of their journey and just need the information. They’re probably collecting it from many different points, but you just need to provide them with more information about yourself, whether it’s a case study, white paper, video, or registering for your newsletter program.

Primary target conversion rate optimization is really about getting the user to take the action, like filling out a form, doing a product demo, all of which is kind of a final step before making a purchase. . Maximizing those conversions is really what will help you generate the most income for your business. The important thing to remember when optimizing the conversion rate is that you don’t just make assumptions.

Use heat mapping tools or A / B testing to determine what works best, then make strategic changes to your site based on those results. Well, there you go, guys.

This is our roadmap for B2B SEO success. Thank you very much for listening and I wish you all a good day. Thank you.

Leave a Comment