The Final Information to Native B2B website positioning
Does your company develop its local customers through local B2B SEO?
Although business-to-consumer (B2C) brands often use local marketing, business-to-business (B2B) brands tend to take a broader approach.
B2B brands with no storefronts are even more likely to have their local marketing strategies slip through the cracks.
Nevertheless, there are enormous opportunities for B2B companies to harness the power of the local market.
46% of all Google searches are local. So, if you don't target people close to you, you might be missing almost half of your potential customers.
Consumers regularly search online reviews and do research on companies they are interested in. This trend continues to grow – a BrightLocal study found that 90% of consumers last year used the internet to find a local business, 33% searched every day.
Are you wondering how to attract local customers? The answer is deceptively simple: optimize your local search engine optimization (SEO) strategy.
Let's dive into critical areas and explore the best ways to improve your local B2B SEO strategy.
What is B2B Local SEO?
Local B2B Search Engine Optimization is all about improving the visibility of your online search to nearby customers in your physical service area.
There are several ways that local SEO differs from traditional SEO. Different rank factors can move the needle in different ways.
Some of these include a searcher's location, your Google My Business listing, online reviews, your website mobile optimization, and more.
Start the process with a local B2B SEO audit. This allows you to define which areas need improvement.
When done correctly, local search engine optimization will help your website rank higher on specific, relevant search queries.
As you rank higher, you become more visible to searchers. A higher visibility for local searches often leads to more sales, leads, conversions and revenue.
Create and optimize business listings
Once your exam is complete, you can focus on tactics to take your local B2B SEO presence to the next level.
Start the process of optimizing your business for local B2B SEO by arranging everything with Google.
First, check your Google My Business listing. There are several guidelines for showing your company on Google.
In order to get a Google My Business profile, your company must first and foremost have personal contact with customers. This means you need a physical address, not a mailing address. Box or virtual office address. Companies traveling to see customers can also qualify.
This could make it seem like only B2C businesses qualify. However, this is not necessarily the case. Google has a number of categories, and many apply to B2B brands.
The main categories include food establishments, attractions, professional services, personal services, entertainment, retailers, transportation, and more. If you provide services to businesses, your B2C is likely eligible for Google My Business.
The way you present your business on Google should match the way you present your business to the world.
Making sure that all of the information on your Google My Business page is correct is also vital for local search engine optimization for B2B marketing.
When someone searches for your business and your Google My Business is set up correctly, your listing will appear in a box to the right of Google's search results.
It contains all of the basics of your business as well as reviews. If you don't enter your address, phone number, website, and opening hours, local customers won't find you easily.
Then there are the results that come up in a Google search at the top when someone is looking for something more general, such as: B. "Las Vegas Printing Services".
Ahrefs refers to these as the "Snack Pack" results.
The "Snack-Pack" field shows the most important local business entries that are most relevant to the search, as well as a map with the respective locations.
Google's customer ratings are also critically important. They increase transparency and create trust in your brand. You can also gain a lot of insights into the perception of your customers through them.
Both positive and negative feedback can tell you a lot about how your business is doing in the “real world”. Use these ratings to improve your business.
Content marketing and local B2B SEO
Content creation is a great way to optimize for local B2B SEO. You want people to find you quickly, and there are many ways to get your business on Google page one quickly.
Perhaps most importantly, you need to use certain keywords that relate to your industry, product, and area of expertise.
When people search for these terms, your website is more likely to show up once you've included it.
Your homepage should clearly illustrate your company. The About and Contact Us pages should also have details that your customers may want to know.
This applies to both front and back-end content. Your title tags, header tags, and meta descriptions should also contain important company information.
Do keyword research and determine which ones make the most sense for your business.
The keywords should be contextually relevant and meaningful for the target group you are addressing. In other words, quality is more important than quantity.
It is also important for local B2B SEO to ensure that your keywords match from a regional perspective.
While using common keywords can drive traffic, visitors may not be the most suitable leads depending on their location.
This is where the strategy for local customers comes into play.
By integrating region-specific keywords such as city or landmark names into your content, you can better connect with the relevant target group in your region.
Think about how you can add value to this audience in particular. What exactly could you be looking for? Create content that answers the frequently asked questions.
Create such content in either written or video form – or a mixture of both. Video content is increasingly expected by audiences.
Research from Valasys Media suggests that visual storytelling can benefit B2B marketers because:
- It simplifies the content for the users.
- It conveys a lot of information quickly.
- It hits a more emotional chord with prospects.
- It enhances personalization and creates perceived "personal value".
- It's often timeless.
Take your region into account when creating your stories. How far should you throw your net? Are you targeting a city or an entire state?
Also, research the most effective local base to get the best ROI.
Link building and local B2B SEO
Link building is another pillar of the local content marketing strategy. We have already mentioned link categories that play a role in link building.
Whenever possible, gather links to your website and digital assets from various local sources.
These can be local directories, industry-related websites, partner websites, chambers of commerce and other organizations, and newspaper websites.
A great way to link other websites to you is to create and promote a useful resource. For example, let's say you're a local medical clinic offering companies flu vaccinations and flu season is approaching. They can create a guide on how best to avoid the flu in the office.
This type of guide can be learned by anyone and other websites would benefit from using it.
Many chambers of commerce websites also have sections where local businesses can advertise offers.
For example, the Newport Chamber of Commerce has a dedicated page where various B2B brands such as office space and printing services have deals.
Mobile marketing and local B2B SEO
Mobile marketing is a critical aspect of local B2B search engine optimization as 50% of B2B searches come from mobile devices.
Since people always have their phones with them, they can search more proactively than in the past.
The Search Engine Journal has compiled some fascinating statistics on mobile search trends related to local SEO. Did you know that 18% of local mobile searches result in a sale in one day? Or that 78% of local searches on a mobile device end up with purchases made offline?
Keep these mobile trends in mind as you improve your local online presence. Make sure your website and landing pages are optimized for mobile devices.
Your digital strategy for local B2B SEO should also include social media, which is mainly accessed through mobile devices. Facebook and Instagram have local components that you can use to insert instructions and geotag your business to customers when they post about it.
There are many ways people search for businesses on their smartphones. Because of this, it is imperative that your Google My Business listing is up to date.
Whether your customer is planning ahead or is already on the go, you want to make sure you can reach them everywhere.
The advantages of B2B Local SEO
Why is B2B Local SEO important? Because you have a greater potential to drive personal traffic to your business when you target your local audience.
For a relatively low cost, you can get people looking for your type of business.
Diversifying your online presence across different channels offers additional benefits. Many third-party websites and platforms such as Yelp, TripAdvisor, and other similar directory-like websites are evolving.
They also have their own audiences that you would not find easily if these directories were your search options.
Not only do you optimize your presence on Google and other websites, but also optimize your website for local search.
For example, if you are a San Diego dog groomer, include keywords like "San Diego Dog Groomer" so that you clearly state your location.
If people in your area search locally for "dog groomers near me", they'll rank you for them too – but only if Google knows where you are.
The key to ranking for "(your term) near me" is to first google the particular phrase or local specific phrase that you want to rank.
When you do this, you'll be able to see all of the localized websites that Google is pulling from. Make sure you are listed there. If it doesn't, you need to find out why. Did you clarify your location?
For example, if you live in Boston there are many suburbs, attractions, and so on. List various features nearby on your website. It can also be beneficial to add instructions about your business from these specific locations.
Make sure you also have a localized number, not just an 800 number, so people know you are really there.
When people are looking for a particular service, they often visit different touchpoints.
For example, they can land on your website and then head over to Yelp to read reviews. For this reason, a listing there is essential.
After the services are provided, ask customers to leave reviews.
Conclusion
Local businesses can benefit tremendously from strategic SEO plans.
Think how many people are looking for local businesses on their mobile devices.
There are many ways to find your business online, from keyword optimization to link building tactics to local listings.
Which local b2b SEO tactics have been most fruitful for your B2B business?