We all have been following the same rat-race of website SEO for a while now.
And in this race, we have forgotten to explore different avenues of SEO.
For example, we have made “keywords” pretty much synonymous with SEO. However, targeting keywords with the sole intent of getting organic traffic is not as effective today as it was erstwhile.
Hey, I am not saying that keywords are any less essential today as they were when the rage of SEO started. However, with so many techniques to optimize your B2B website, it would be nothing short of absurd to just stick to a few of them.
That said, it’s quite difficult to keep up with all your strategies and to realise , in the hindsight, that which one of them works best for the ranking of your website. And everyone wants some SEO luck to come their way in order to generate traffic and more leads through your website.
Thus, to address these issues, here are 5 prominent ways to optimize your B2B website that would help you improve your ranking and go further up in the much sough after Google search.
1. Increase your page load speed
There was a time when you could very easily get away with a slow page speed time. In fact, if I recall, there were times when it was pretty common to wait for 4 to 5 minutes for a web page to get opened. And astonishingly, no one even blinked an eye.
Now, juxtaposed to this day and age, no one has that much time at their hands. And what more, today people have options and chances are, they won’t wait an extra second, let alone minute before showing their back and moving on to your competitor’s website.
According to a research, 1-second delay in page load time can yield a 7% loss in conversions.
I know, that’s never a good thing.
So, why give your leads or customers a reason to turn to your contemporaries?
And to be honest, it is not just about impatience or lack of time. Sometimes a lot cynics believe that a slow site is akin to an untrustworthy site.
If that wasn’t enough to make your increase your page load speed, then here’s another startling stat to change your mind.
According to eConsultancy, “40% of people abandon a website that takes more than 3 seconds to load.”
I hope I have convinced you now and saved you from this marketing blunder.
Now, this gives way to another question…
How do I increase the page load speed of my website?
Here are some standard methods:
- Compress the size of your images.
- Get rid of unproductive and unnecessary elements in your website. The more clutter free your website is, the faster your page load time will be.
- If you use WordPress, consider deactivating the plugins that you might have installed some time back but are not using anymore.
- Switch to a better and a faster host.
2. Clean up URLs & meta descriptions
Amidst all the optimisation strategies, people generally forget littlest of things. Turns out, something you were overlooking as a molehill might have a mountainous impact on the ranking of your website.
And sadly, URLs & meta descriptions fall into this category.
Did you forget about these little creatures?
When was the last time you gave a second thought to the meta descriptions of your web pages?
Or, when did you last clean up your URLs?
Almost a decade ago, the head of Google’s webspam, Matt Cutts, revealed on YouTube:
“It doesn’t really matter how often you show up. It matters how often you get clicked on and then how often you … convert those to whatever you really want (sales, purchases, subscriptions)… Do spend some time looking at your title, your URL, and your snippet that Google generates, and see if you can find ways to improve that and make it better for users because then they’re more likely to click. You’ll get more visitors, you’ll get a better return on your investment.”
So if your meta description looks something like this …
And your URLs are equally skewed, like this …
In that case, you need to up your game fast and start reviewing your metadata and URLs. When you optimize your URLs and meta description, they also improve your CTR (click through rate) because everyone gets confused by superfluous and distorted meta description and URL, and would rather click on the pages with an informative and relevant URL and meta description.
More than, confusion, the prospects are often a bit sceptical of opening a webpage that has an irrelevant meta description as well as an URL.
Have a look at these points. These are some of the things that your URL must entail to get more click through rate.
- Always use hyphens in URLs.
Because Google does not read underscores, thus, including hyphens in your URLs is necessary.
- Don’t use capital letters in your URL
You will never see a page ranking highly in Google which has capital letters in its URL. They are case sensitive, thus, the web pages that use capital letters in their URLs end up confusing not only the audience but search engines as well.
- Add targeted keywords in your URL
For starters, including you target keyword in your URLs help your audience have a better understanding of your content beforehand. Plus, relevant URLs consisting targeted keywords can also be easily crawled search engine spiders.
3. Create relevant infographics for your website
Your website is not really bankable sans content marketing, at least, not exactly up to its full potential. And infographics are, no doubt, one of the most traffic generating content strategy. Regularly sharing relevant and interesting infographics in your blog can do wonders for your targeted organic traffic.
For one, infographics are crisp and animated (unlike the written content). Therefore, even the busiest of people can take out a couple of minutes to give them a glance and then share them on their social media pages.
However, visual content is also no good unless people are able to relate to your content. On top of that, it must be high-quality and helpful which will make all the difference in your website ranking.
Have a look at this great infographic, which depicts wonderful information using a few snappy statements and leave a lasting impact on the audience. The study shows that visual content makes up to 93% of all human communication.” Also, our brains process visuals 60,000 times faster than text.
That said, in the realm of B2B marketing, you are dealing with competitors left and right. And the problem is, everyone is using content marketing with great pomp and fervour to optimize their B2B website and improve its ranking. So, creating engaging infographics is not always enough, you have to leverage every sort of visual content - from informative videos to visually aesthetic imagery.
However, visual content has less competition than the written content and that actually acts as an added advantage.
This is the reason why 55% of B2C content creators put more focus on creating visual content.
Thus, the earlier you start leveraging on visual content like infographics, the better it will be for your marketing plan and eventually for your B2B website traffic. Because if you want to be seen on Google then you need visual content.
4. Make your website mobile-friendly
Here’s another statistic to stem your belief.
Smart Insights claim that more U.S. searches take place on mobile devices than on desktops!
Here’s another insight of my own website visitors.
As you can see the audience coming from desktop is a lot less than the mobile.
In fact, on January 10, 2017, even Google made the importance of mobile very clear by saying,
“Starting today, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as high”
Google made several provisions so that people can analyze whether their mobile website is user friendly or not. You can discern whether your website is mobile friendly or not by running the Google Mobile-friendly test.
All you have to do is to type in your URL and hit the “RUN TEST” button.
And within a few minutes (2 to 3 minutes, to be exact) you will get your succinct answer. Along with the answer to the question whether the website is mobile friendly or not, it will also list out the page loading issues encountered. This way you can fix and optimize to ensure your mobile site running smoothly.
So, how can you make B2B website mobile-friendly?
If you are grappling with your mobile website, then you must have a close look at the following tips.
- You can get it done automatically by getting a quick fix using services like Mobify, Duda Mobile, or bMobilized.
- Make it easier for your visitors to find the information they are looking for. Also, consider adding the FAQs that are placed at the easily navigable space in your mobile website.
- Don’t use Flash. For one, it is bad for SEO as it slows down your age load time. Secondly, neither iOS nor Android devices support flash. Thus, if you are building your website using flash, then a lot of your mobile using audience is missing out on your content.
- Make your CTAs and other buttons large enough to work on your mobile site.
- Use an appropriate font size for your mobile website.
These were some of the tips that will work wonder for your mobile website. Don’t forget that these things might change with time. Thus, even after implementing everything, you have to ensure to keep on testing and tweaking your mobile website to keep it optimised.
5. Keep regular track of your website activities
You are doing everything you possibly can to optimize your website to improve its ranking. On top of that, you are probably shelling out an exorbitant budget for your website optimization alone.
After doing all this, you finally have your optimization goals in place.
Now need a software to monitor the impact and keep a track of what is working and what’s not. Because you can’t go about solving something without knowing about the problem in the first place.
Analysing where your visitors are scrolling and clicking the most is one effective way of knowing which pages are drawing the maximum traffic. This way, you know which page of your website needs urgent optimisation and which web pages are doing just find. After sending so many resources, money and time, it’s a given that you are highly apprehensive about your ROI (return on investment).
The best way to go about it is by using various useful tools including Google Analytics, Google Search Console and more. These tools are the best way to get insights into where your visitors are clicking, which pages are performing the best, your bounce rate and how they are navigating.
Summing it all up
Looking at the above tips, one thing is clear. While introducing more things are important in order to optimize your B2B website, reviewing and updating your erstwhile pages is equally important.
One thing that you should consider is that - DON’T change your domain name regularly. Pick one relevant and snappy domain and try to stick with it.
Constantly update your blog posts and don’t let them die down after a while. Review them, update them and promote them as well.
So, don’t just run after the same optimization tips and techniques as everyone else. Notice the emphasis on “just”, because here I mean, while you should keep doing all that is necessary for SEO, don’t forget the above things when it comes to your B2B website optimization.
Which other tips or techniques are most crucial to optimise your B2B website for improving search rankings? Which are the tips that have worked for you or against you?