How to drive B2B conversions from your organic traffic


30-second summary:

  • B2B conversion flows are long and unpredictable and your SEO strategy should reflect this
  • Because multiple points of contact are needed to make a purchase decision, a B2B SEO strategy should focus on informative and commercial phrases.
  • Brand-based search is critical to your conversions, as B2B customers tend to carefully consider all options.
  • Although optimization for information queries is important, make sure you have different conversion paths on each page
  • Create a consistent visual identity across on-site and off-premises channels to improve brand awareness at every point of contact

There is one key difference between B2B and B2C conversions: B2B shopping is almost never spontaneous. It needs more decision makers (collectively called the decision unit or DMU) to review more options and make a decision.

A B2B shopping journey can thus take weeks and months.

Obviously, organic search optimization strategy we should address this challenge and ensure that more of these clicks, driven by organic positions, lead to potential customers and sales.

1. Create SEO-based landing pages for TOFU and MOFU sales funnel parts

essentially, consists of a B2B marketing funnel three levels: upper, middle and lower. The final stage is where the final sale and it can take eight points of contact (i.e., a potential customer who sees or interacts with the site in one way or another) to make a final purchase decision.

Traditionally, when it comes to SEO, companies tend to give preference to landing pages that promote direct sales. In B2B, this is hardly possible because customers tend to search a lot before making a purchase.

Therefore, information retrieval queries (those that lead to the top of the stream) in B2B are just as important as commercial queries.

Inquiries with instructions

Inquiry queries are very appealing because visitors tend to stay on the sidelines while performing the steps in the tutorial.

These are probably also transactional queries that can drive conversions if you manage to resolve a customer issue.

Filter keyword lists by instructional queries and begin your optimization efforts by providing useful guidance (where your product is included in a non-promotional context as part of a solution).

Can also use the Google Search Console to find queries with instructions that your site already ranks: Make a plan to improve your positions for those:

Use search bar suggestions to closely monitor branded (and competitors') search queries.

Google people also ask and suggest

People also ask questions and suggestions influence search trips because they show up while people search, which gives them more ideas.

In addition, they are both dynamic, meaning they change depending on what people type in the search box or what they choose to click.

Because both search features can change the direction your customers are heading, you need to closely monitor and optimize them for each relevant query and question that appears there.

In fact, make sure Search for each of your target keywords and record the results People also ask and how best to address them on their site. You can use your current Frequently Asked Questions or Knowledge Base or answer each question in a separate article, depending on how in-depth the answer needs to be.

2. Monitor brand (and competitor) search queries closely.

Because B2B purchases typically require long-term investment and commitment, B2B customers tend to carefully consider and compare all possible options and alternatives before finally making a purchase.

This means that your brand will be much sought after.

In addition to your competitors, they will also be looking for your brand.

Use search bar suggestions to closely monitor branded (and competitors') search queries.

No wonder these queries are always popular in B2B:

  • Brand 1 compared to brand 2

Keep your brand as a keyword and continue to optimize your site for it. It’s an endless process because your competitors are likely to do the same.

Keep in mind that brand-based search is the most important part of your customers ’buying journey.

3. Plan and track your search-based shopping routes

When these searchers land on your site, what do they do from there?

While optimization for informational queries is important, remember to plan different conversion paths from these informational pages down to your sales stream: invite people to schedule a presentation with you, sign up for a webinar, or sign up for a free trial. .

Make sure you make the most of yours lead magnets in eligible surveys: These are usually the best conversion path on the information side because they match the purpose of the search and provide more answers to the questions covered.

Guiding magnets work best when they are contextual, such as fraud, checklists, and flow charts make it easy to execute instructional content. HubSpot is a great example of contextual CTAs and lead magnets that do well:

An example of a leading magnet HubSpot

In addition, make sure all your resources are visually marked: your organic-driven visitors should remember you so that your tool will look familiar at the next point of contact.

Use your logo as water mark in all images, keep your colors consistent on your site and over yours social media channels and make sure all your downloads (ebooks, white papers, and other resources) include elements of your visual identity and links to your site.

From there, make sure you know how to track these conversion paths. Google Analytics Behavior Flow is a great way to track where people are leaning when they get to a particular site. You can segment this report into users referred to your site from unpaid search:

Plan and track your search-based shopping routes to drive conversions through your organic traffic

Remember to use Facebook pixels to be able to re-targeting those visitors to organic search on social media to create more points of contact. You can also use re-targeting when running ads on YouTube. Both will remind your past visitors of your brand and bring them close to conversion.


Converting your organic search traffic is always a challenge, especially in B2B niches, where customers are unlikely to commit to your product from the first visit. However, as you better understand your goals, a strategic approach will gradually improve your conversions and increase your efforts to gain leads.

Ann Smarty is the founder of Viral Content Bee, Head of Brands and Communities at Internet Marketing Ninjas. You can find her on Twitter @seosmarty.

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