Search engine optimisation or SEO is key to inbound marketing success for a variety of reasons. All B2B tech companies should engage in SEO best practices if they want to expand their reach, target the right researchers and buyers, and save both time and money.
This article will take a look at some of the ways in which SEO has become a critical element to all inbound marketing campaigns, and why new and emerging tech companies will benefit from investing in optimisation as soon as possible.
Both onsite and offsite SEO have a place within your marketing plan for the next twelve months, and you’re about to find out why.
Firstly, it’s important to define search engine optimisation for anyone who may have misconceptions about the process. In its most simple form, SEO is a method of making sure your website pages become indexed in the best-possible places within Google search results. Ideally, your marketing team should aim to make sure your site appears as high up the search results pages whenever someone types the most relevant keywords into Google. SEO is the process of making that happen.
Attracting new visitors
The whole concept of inbound marketing is about drawing new potential customers and clients towards your B2B technology or software company. As a high percentage of online activity begins with a Google search, it makes sense that your team should aim to concentrate on making sure your domain appears in the correct places within search results, and as close to the top of the page as possible.
So, whenever someone searchers for the types of products or services you supply, they encounter your website straight away.
One of the best things about SEO is that you are not encouraging random people with no interest in your brand to visit your website. Far from it! In fact, the people who land on your pages will already be actively seeking out the type of things your company provides.
That means you’ve managed to sort the wheat from the chaff early on, and those who click your links are much more likely to click calls-to-action and become leads who eventually convert into customers. SEO can bring quality traffic to your site at different stages in the buyer journey.
Value for money?
Your B2B tech company might decide to outsource to a SEO agency and pay for the best results from a highly specialist team. This approach will likely get you the fastest results, but over time SEO results can be layered on top of each other as your site and domain name build longer term value in Google’s eyes.
With SEO there is no need to pay for ads (although PPC can also be highly effective) because B2B tech buyers and researchers will find your website and land on its pages in an organic and trustworthy manner.
Improving your reputation
There is no getting away from the fact that people tend to trust links that appear at the top of Google search results. By reaching the top spot, it is possible to improve your brand’s standing in the industry and appear authoritative.
Buyers and researchers are far more likely to spend money with a company they believe is at the forefront of its industry than their competitors, and SEO can help your team to use that fact to their advantage. After all, inbound marketing is all about positioning you as thought leaders in your space.
Now you know why SEO is key to inbound marketing, it is time to perform an audit of your site, make necessary changes, and improve your link-building campaigns to ensure you reach the most desirable positions within search results for your chosen keywords.
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