How to Find a Reliable B2B SEO Agency
When choosing an SEO agency, most companies know to look for an agency that provides a holistic approach that includes technical SEO, content strategy, user experience optimization, and backlink development.
But for B2B companies, there’s another key factor: experience with B2B clients. Many marketing agencies that excel in B2C SEO lack the expertise needed for the complexities of B2B SEO.
In this guide, I’ll outline three key differences between B2B and B2C SEO and offer some suggestions for what to look for in an SEO partner. I’ll also share one alternative to hiring an agency that could be a better option for B2B companies in extremely complex niches.
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3 Key Differences Between SEO for B2B vs B2C
The goal of SEO is not just to attract visitors but to attract the right visitors—those who are genuinely interested in what you offer and are likely to convert into customers. But B2B searchers are very different from B2C searchers, and because of that, there are three major differences between B2B and B2C SEO.
1. Keyword Strategy
In B2C SEO, the focus is often on broad, high-volume keywords that attract a wide audience. Since B2C users generally make quicker purchase decisions, keywords target terms that indicate immediate intent, like “buy,” “best,” or “affordable.” But this approach doesn’t translate well to B2B. For B2B SEO, targeting broad terms with tens of thousands of monthly searches (e.g., “content marketing” or “human resources”) is usually ineffective. Not only are these keywords incredibly competitive, but the audience searching these terms is often too broad, resulting in visitors who may not be decision-makers—and likely bounce, negatively impacting your rankings.
In B2B, your goal is to attract highly qualified, decision-making individuals at the VP level or above. B2B buyers are typically industry experts who aren’t searching for basic education. Instead, they’re looking for highly specific solutions and insights relevant to their sector. B2B keywords tend to have much lower search volumes, with terms in the 100-200 monthly search range considered highly valuable. Although the numbers seem small, the payoff can be substantial since a single new B2B lead could represent significant revenue, often far outweighing costs associated with content creation.
2. Content Length and Depth
B2C content usually features short, concise descriptions, product photos, and reviews designed for quick consumption. A 300- to 500-word product page or blog post may be sufficient to convert a consumer. In contrast, B2B buyers expect in-depth, high-quality content that answers specific questions that only industry insiders would understand. Typical B2B content includes white papers, case studies, technical guides, and industry reports, with 1,500 to 2,000 words often considered the minimum for competitive pages.
However, not all SEO agencies are equipped to handle this type of content. Agencies accustomed to B2C may offer monthly packages geared toward producing short, surface-level posts that appeal to a broad audience. Many of these agencies lack writers skilled in creating technical or long-form content and may not have a process for interviewing subject matter experts. In B2B, low-quality or factually inaccurate content can damage trust and lead to high bounce rates. Hiring an SEO agency without B2B expertise often results in wasted time correcting errors and educating their writers about your industry nuances.
3. Success Metrics
In B2C, success is often measured by quick wins: increased website traffic, more views, and fast conversions. For many B2C products, buyers conduct minimal research before purchasing. Instead, they prioritize factors like price, color, functionality, and reviews. Traffic alone can help drive sales, especially if it raises brand awareness or increases in-store visits for retail brands.
In B2B, however, the goal isn’t just traffic but qualified conversions. B2B sales cycles are typically much longer, and conversions often start with smaller steps like obtaining a visitor’s email address, downloading a resource, or signing up for a webinar. The real value lies in attracting high quality leads, holding their interest with detailed, relevant content, and establishing trust through valuable resources. Each step is designed to guide leads deeper into a sales funnel, where nurturing relationships becomes crucial to securing large deals. Higher search rankings alone aren’t enough; B2B SEO needs to drive meaningful engagement and facilitate long-term relationship-building.
What to Look for in a B2B SEO Agency
Finding an SEO agency with a proven track record of working with B2B companies is important, but there are a few other things to look for when evaluating an SEO agency.
Clear, Customized Strategy
A reliable SEO agency will take the time to understand your business’s unique goals, industry context, and target audience before recommending any solutions. B2B SEO requires a customized strategy that aligns with your specific objectives, whether that’s boosting visibility for niche keywords, generating leads, or improving brand authority. Rather than applying generic methods, a quality agency will work closely with you to build a strategy that reflects your competitive landscape and addresses the distinct pain points of your target customers. Watch out for agencies that offer “one-size-fits-all” SEO packages; these cookie-cutter solutions often fail to account for the specialized demands of B2B markets and won’t deliver sustainable, tailored results.
Up-to-Date SEO Knowledge and Techniques
The SEO field evolves rapidly, and agencies need to stay on top of changes to algorithms, new SEO tools, and evolving best practices. A trustworthy B2B SEO agency will regularly update its techniques to ensure compliance with Google’s latest guidelines, using only white-hat practices that build long-term value and protect your site from penalties. You’ll want to steer clear of any agency promising quick results with outdated techniques like keyword stuffing, low-quality backlinks, or other “black-hat” strategies. These methods may offer temporary gains but can ultimately damage your search rankings and credibility. A reputable B2B SEO partner will focus on sustainable growth by continually refining its strategies to meet current standards, keeping your site competitive without compromising its integrity.
Focus on ROI and Conversions
In B2B SEO, it’s not just about bringing in more visitors; it’s about attracting the right visitors who are likely to convert. A qualified SEO agency will concentrate on driving meaningful engagement by bringing in potential leads and nurturing them through quality content, rather than simply inflating traffic numbers. The ultimate goal should be to improve your bottom line by focusing on metrics that truly matter, like lead quality, conversion rate, and revenue impact. Be cautious of agencies that only prioritize increasing traffic without measuring engagement or tracking conversions. The best B2B SEO agencies understand that success is not just about visibility but about providing measurable returns on your investment.
Hiring an SEO Strategist: An Alternative to Hiring an Agency
If you already have an in-house marketing team with content writers who know how to write in your brand voice and understand your product/service and your target audience, you might want to consider a third option. You could hire an SEO strategist to work alongside your in-house marketing team, training them in SEO best practices, crafting your SEO strategy, and editing the content they produce to make sure it follows SEO best practices. This may be a better way to ensure every piece of content you produce is optimized to rank well for valuable keywords in your niche AND resonates with decision-makers in your industry.
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