Optimizing your website so it appears at the top of search engines is an effective way of improving your brand’s discoverability.  The higher it appears, the easier it is to find and the more trusted it is by visitors.  According to SEO Journal, 93% of online experiences begin with a search engine.  And, HubSpot found that 57% of B2B marketers stated that search engine optimization (SEO) generates more leads than any other marketing initiative.  There are a number of ways to improve your website ranking, and utilizing a number of them can help you reach success.  Essentially, they all work to make your website experience seamless, enjoyable and customer-focused.  So, if you want to get discovered by your target audience, be sure to implement an optimization strategy as part of your wider marketing plan.

Digital content marketing

According to Content Marketing Institute, 61% of content marketers see changes in SEO as a top concern.  Uploading regular content to your website brings with it a whole host of SEO benefits.  It fuels your website with keywords, ensures fresh, relevant content is being posted and even helps to keep users around for longer, working to reduce bounce rates.

Run a B2B blog

Posting keyword loaded, link-filled, engaging posts to a B2B blog can help you optimize your website.  According to HubSpot’s State of Inbound, blog content creation is a top priority for more than half of B2B marketers.  And, Traffic Generation Cafe found that blog traffic increases by up to 30% after you post 24-51 posts. So, keep it up once you start!

Implement a social media marketing strategy

While having a social media presence doesn’t directly impact your website optimization, it’s important to recognize that posts that get shared a lot get seen a lot.  With an engaged, relevant social media following, posts can be shared among interested readers, eventually back-linked from other sites and, in turn, improve your SEO ranking.

Don’t dismiss online video marketing

RenderForest discovered that 7 in 10 marketers are optimizing video marketing for SEO.  And, 81% of people feature their video on their brand’s website.  Like educational blog posts and content, videos help keep visitors on your site for longer.  Don’t dismiss the power of placing creative, engaging videos strategically on your B2B website.

Get keyword savvy

According to DataBox, more than 35% of marketers use keyword analysis as their main source of content ideas.  Finding out what your target audience is searching for online, and creating content around those terms, is an effective strategy.  Ensure your website and blog copy makes for an interesting read, though!  Always favor quality over ‘keyword stuffing’.

Reduce your bounce rate

Long-read blogs, engaging copy and increased personalization all help to keep your website visitors on your site for longer.  The more relevant the content they see, the more likely they are to read, watch or engage with it.  Ensure your marketing materials link to relevant pages on your site, so users land where they expect and can access content they want to see.

Fast-loading pages matter

According to Think With Google, websites that load in 5 seconds on average see 70% longer sessions compared to those that take around 19 seconds.  Remember, put yourself in your audience’s shoes.  B2B marketers are busy decision makers, so it’s no surprise that time is of the essence! Prioritize loading speed to secure the best results.

Mobile first

Today, B2B buyers will rarely be seen without their smartphones.  This dramatically impacts the way research is conducted and purchases are made.  Don’t dismiss the importance of optimizing your site for mobile as it could make all the difference — according to QuickSprout, 51% of searchers are more likely to purchase from a mobile optimized website.

Look the part

The way your website looks is the first thing every visitor will notice when they arrive.  So, ensure its appearance isn’t putting visitors off spending time on it or making a conversion.  HubSpot found that 38% of people will stop engaging with a website if the content or layout of a website is unattractive.  Make sure your site is simple, modern and interesting to look at.

Speak to your audience

Imagery and layout are important.  But, remember, the language you use on your site could also play a huge role in whether or not your audience decides to spend time on your site.  Avoid technical jargon, ensure copy is easy-to-read, and speak in a manner that suits your brand and the audience you are talking to.

Search engine optimization (SEO) software

We’re big believers in utilizing the best in technology to help support your business strategies — website optimization included.  Consider embracing tools to help kick-start your journey to the top of the search engine, saving you time and resources while you concentrate on the rest of your digital marketing strategy.

Put CX at the heart of your strategy

In 2019, positive customer experience matters. According to Wunderman, 54% of UK consumers feel more loyal to brands that show a deep understanding of their preferences.  Take this into account when creating content, designing your site, and making recommendations.  CX should be a priority across every digital touchpoint for SEO success.

Split test for success

Something as seemingly small as the color, font or language you use on your website can have a direct impact on its performance.  Since you’re putting your customers first, it’s important to take note of what they like and what they don’t.  Consider split testing to see what works best for your specific audience — and don’t be afraid to make changes as necessary.

Use first person calls to action

Good conversion rates can positively influence your website.  And, after all, you want your customers to make conversions — whether that be filling in a sign-up form or making a purchase.  Test which CTAs work most effectively, and ensure you’re speaking clearly and directly to your audience, without being too pushy.

Dynamic website personalization

By creating highly personal, relevant online experiences for your target audience, you increase the chances of them staying on your website.  In fact, the demand for personalization has grown so much that 71% of shoppers are frustrated when their buying experience is impersonal, according to Segment.  This leads to increased bounce rates, lower conversions and, in turn, could negatively impact your website conversion rates.

Webeo is a leading website personalization software creating highly-relevant individual online experiences for your website visitors.  Thanks to a global leading database of business IP addresses, you can greet your visitors by business name, as well as dynamically tailoring the images, content and language they see to meet their needs.  Create the perfect website for every visitor, every time.  This increase in relevance means your CRO will soar, bounce rates will drop, and customer experience will be at its best — in turn, supporting your SEO strategy and taking you to the top of the search engine.  Discover the power of personalization and book your free demonstration today.