Search engine optimization (SEO) is a crucial component of the digital marketing strategy for B2B businesses. 67.6% of organic online traffic clicks come from the first five organic results on the first search engine results page (SERP) (full report available to Gartner clients). Organic placement among those search engine results helps a B2B company gain visibility and credibility and improves marketing outcomes.
Yet SEO remains a challenge due to the mix of technical know-how, analytics, buyer persona and journey insights, content marketing capabilities and link-building capabilities needed to make it successful. Frequent updates to search engine algorithms and lack of visibility into users’ search behaviors can further make SEO daunting for a B2B marketer.
Instead of getting overwhelmed by the number of moving parts in a B2B SEO strategy, B2B marketers should focus on getting the essentials right. To boost overall SEO success, they need to understand how SEO fits into their buyer’s purchase journey, set appropriate SEO objectives, and accommodate developments in search behaviors or channels into the SEO strategy.