How to increase B2B conversions from your organic traffic

30 second summary:

  • B2B conversion funnels are long and unpredictable, and your SEO strategy should reflect that
  • Since it takes several touchpoints to make a buying decision, a B2B SEO strategy should focus on both informative and business phrases.
  • Brand-based research is critical to your conversions because B2B customers tend to consider all options carefully
  • While optimizing for informational queries is important, make sure you have distinct conversion paths on each page
  • Create a consistent visual identity across on-site and off-site channels to enhance brand awareness at every touchpoint

There is a fundamental difference between B2B and B2C conversions: B2B shopping is almost never spontaneous. It takes several decision makers (which are collectively referred to as decision making units or DMUs) to review different options and make a choice.

A B2B shopping trip can therefore take weeks and months.

Obviously, the organic search optimization strategy should address this challenge by ensuring that more clicks driven by organic positions translate into leads and sales.

1. Create SEO-driven landing pages for the TOFU and MOFU parts of the sales funnel

Basically, consists of a B2B marketing funnel of three phases: upper, middle and lower. The final stage is where the final sale takes place, and may require eight points of contact (i.e. a potential customer who sees or interacts with the site in one way or another) for the finalization of a purchase decision.

Traditionally, when it comes to SEO, businesses tend to prioritize landing pages that drive direct sales. In B2B this is hardly possible because customers tend to do a lot of research before making a purchase.

This is why informative search queries (the ones that drive you to the top of the funnel) are as important in B2B as are commercial queries.

Practical questions

Practical queries are very engaging because visitors tend to stay on the page as they go through the steps of a tutorial.

These are also likely to be transactional queries that can lead to conversions if you can solve the customer problem.

Filter your keyword lists based on practical queries and begin your optimization efforts by providing helpful instructions (where your product is included in a non-promotional context as part of the solution).

You can also use Google Search Console to find the practical questions that your site is already ranking in: Come up with a plan to improve your rankings for those:

Keep an eye on your brand (and competitors') search queries via search bar suggestions

People at Google are also asking for and suggestions

Both people asking and suggestions affect search trips because they appear as people search by giving them more ideas.

Plus, both are dynamic – that is, they change depending on what people are typing in the search box or what they choose to click.

Since both of these search features can change the direction your customers are heading, you need to keep an eye on them and optimize for every relevant query and question that appears there.

Make sure you really do it Research for each of your target keywords and make a note of People Also Ask for results and how to best address them on your site. You can use your own current FAQ or Knowledge Base or answer each question in a dedicated article, depending on how thorough an answer should be.

2. Keep an eye on your brand’s (and competitor’s) search queries.

Since B2B purchases usually 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 name will be searched a lot.

Your brand will also be researched alongside your competitors.

Keep an eye on your brand (and competitors') search queries via search bar suggestions

No wonder these queries are always popular in B2B:

  • Brand 1 vs Brand 2

Treat your brand like a keyword and keep optimizing your site for it. It’s a never-ending process because your competitors are likely to do the same.

Keep in mind that your brand-based research is the most important part of your customers’ shopping journeys.

3. Plan and track your research-based shopping trips

Once those searchers land on your site, what do they do from there?

While optimizing for queries for informational purposes is important, don’t forget to plan separate conversion paths from those informational pages all the way to the sales funnel – invite people to schedule a demo with you, sign up for a webinar, or sign up for a trial. free.

Make sure you take full advantage of yours lead magnets And lead qualification surveys: These usually represent the best conversion path from an information page because they match the search intent and provide more answers to the questions covered.

Lead magnets work best when they are contextual, such as cheat sheets, checklists, and flowcharts make it easy to implement instructional content. HubSpot is a great example of contextual CTAs and lead magnets done right:

HubSpot lead magnet example

Also, make sure all of your assets are visually branded – your organic search-based visitors should be able to remember you so your tool looks familiar at the next touchpoint.

Use your logo as a watermark on all images, keep your colors consistent across your site e through your 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 those conversion paths. The Google Analytics Behavior Flow is a great way to keep track of where people tend to go once they land on a particular page. You can segment this report for users referred to your site by organic search:

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

Don’t forget to use the Facebook pixel to be able to do this destination those organic search visitors on social media to generate more touch points. You can also use retargeting when by running YouTube ads. Both will remind your past visitors of your brand and bring them close to a conversion.


Converting 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 understand your goals better, a strategic approach will gradually improve your conversions and increase your lead generation efforts.

Ann Smarty is the founder of Viral Content Bee, Brand and Community manager of Internet Marketing Ninjas. It can be found on Twitter @seosmarty.

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