Although we all know that SEO can bring business with adequate cost-effective traffic, few people realize the difference in SEO strategies of different types of companies. The B2B and B2C models actually have very big differences in the formulation of strategies. Today, I will briefly talk about this issue.
NO.01 _ _
What is the difference between B2B and B2C in SEO strategy
First of all, the biggest difference is that the audiences in the two modes are different. The audience of B2C is all end consumers, while the audience of B2B is the decision makers or purchasers of enterprises. That is to say, compared with C-end consumers, B-end buyers have more clear purchasing intentions, and the transaction cycle is often longer.
Judging from the data of one of our current customers, the average transaction cycle of a B-end customer is between 2 weeks and a month, or even longer.
Clear intent and long conversion cycle are the most obvious characteristics of B-end customers, which also determines that these two factors need to be taken into account when formulating SEO strategies.
NO.02 _ _
Where are the core pillars of SEO in the B2B industry
Following the above, in the B2B industry, SEO needs to consider several issues:
The matching degree and displayable scope of keywords and procurement requirements;
The setting of the marketing conversion module in the content matches the buyer's intention;
Separately, the first is that the selection strategy of website keywords is quite different from that of the B2C industry. For B2C industry websites to have exposure, the focus should be on the selection of a large number of long-tail keywords in this field.
This is not the case in the B2B industry. The selection of SEO keywords in the B2B industry only needs to consider two questions. How big is your service radius? Where is your core competitiveness?
Many people also like to spread their energy on keywords in all fields when they are doing B-side enterprise SEO strategies, hoping that others can rank and show when they search for keywords in any field in any place.
This kind of thinking is very irrational. Whether it is Google or domestic Baidu, the ranking of a corporate website within a period of time is relatively fixed.
This means that in the current stage, your website SEO ranking effect is limited. In this case, rushing to spread energy on too many keywords can only lead to the unsatisfactory effect of each keyword.
The recommended approach is to screen out the goals you can achieve at the moment after evaluating the comprehensive strength of the website, and then shrink your energy to one point, attack with all your strength, and expand the gradient after you can stabilize the goal at this stage.
Another situation is that the service radius of the enterprise itself is limited, which is a very common phenomenon in B-end enterprises. For example, if you provide mechanical equipment for processing, of course, your equipment may be used in any place, but there are also manufacturers of similar size to yours in other places. In the absence of other unique advantages, the location near the manufacturer is actually you. service blind spot.
As a B-end consumer, it is unlikely to choose a buyer across regions without absolute reasons. Then at this time, your SEO energy should be to give priority to covering the regional keywords in your area, so as to have enough exposure, rather than blindly doing broad industry keywords.
NO.03 _ _
An episode of B-side SEO and C-side SEO
A project-based experience may not be suitable for all B-end industries and can be used as a reference.
Now almost everyone knows that the traffic is tilted towards the mobile terminal, but we found an interesting phenomenon in the B-end industry, that is, more visits and transactions in some B-end industries are still on the PC side.
When we first discovered this phenomenon, our team thought it was an accidental situation, but after reviewing the data systems of several B-side websites in different industries, we found that this phenomenon seems to be common.
After analyzing customers and enterprises, we believe that the reason is that there are differences in the characteristics and usage scenarios of B-side "consumers" and C-side.
The final audience of the B-side is business owners or procurement personnel of enterprises. For them, procurement is not a leisure activity, but a job.
Then since it is work, their usage scenarios for search will not be like the C-end users who lie in bed and brush their mobile phones after get off work, but use the company's computer during working hours.
Therefore, for the B-end industry, although the mobile terminal should be emphasized in website optimization, the PC-side website should not be ignored. The smooth access of PC-side websites, ease of use, online communication, and the development and optimization of conversion functions all need targeted attention.
