First, I promise to remain true to my title. I will not talk about anchor text or alt attributes or anything else you might consider technical. My goal here is to give you a non-technical B2B SEO action plan that’s completely manageable for the novice marketer.
Search engines are looking for answers
For the sake of context, let’s touch on why search engines exist. Search engines are designed to connect people with the information they need. Naturally, the quality of this service depends on the quality of the results. Google, Bing and Yahoo seek to provide the very best results possible. This is why search engine folk dedicate so much of their time to fighting off manipulative SEO practices. They don’t want your webpage to look like the best answer to a user’s question — they want your website to be the best answer to a user’s question.
Your prospects can tell you what questions to answer
In theory, you can succeed in SEO by providing legitimate and thorough answers to the questions asked by your target audience. The tricky part is that your target audience is not a set of uniform people with the same wants, needs and concerns. As a B2B marketer, you must communicate with individuals who are all at a different phase of the buying cycle. Your job is to bucket these individuals into manageable groups that aren’t too large or too small. If they’re too small, you’ll have too many groups and you’ll waste resources trying to reach all of them. If they’re too large, your messaging won’t be effective.
Bucketing your prospect pool
Think about the entire universe of people who are not currently your customers. You can break them down into categories, beginning with whether or not they have a problem your product solves. Keep narrowing those categories down until you have identified two or three groups of prospects that are reasonable targets.
Now, consider this. Say your product is a cloud-based CRM software. Your target audience is the small business owner who needs an affordable price point.