When it comes to B2B marketing, it’s crucial for companies to be visible online. Studies show that “61% of all B2B decision-makers start their process with a web search, and 71% won’t have a conversation with a salesperson until they’ve undertaken their own research,” according to B2B Marketing. By practicing SEO or search engine optimization, any business can build a strong online presence and drive traffic to its website.

In this blog, we define some of the terms associated with SEO and share strategies that will help you optimize your website.


Search engine results page or SERP is what comes up when you type a query into Google. Although the order of the results page is determined by a complex algorithm, SEO is a determining factor in where your website ranks on this page. By implementing SEO tactics, you can achieve a high ranking on the SERP where you’ll get the most visibility. You should make it your priority to be on the first page since there’s a 71% CTR for page one results while pages two and three have a combined CTR of just 6%.

Types of SEO

  • On-page SEO: includes any activity that’s carried out on the page that will be published such as inserting keywords, links, or meta tags
  • Off-page SEO: includes any activity performed on the page after it goes live such as sharing, liking, or commenting on the post to build engagement
  • Technical SEO: the behind-the-scenes setup of your site that makes it easy to index such as SSL or an XML sitemap


The term indexing refers to adding web pages into Google search. If your site isn’t indexed, it will not show up on the SERP. So how do you get your site get indexed? Well, every website created in WordPress is automatically indexed. But, if you’re not on WordPress, don’t worry- Google has crawlers that follow links and discover websites to add to their index. If you don’t want to wait for this to happen, there are other ways to get your site indexed by Google that you can learn about in this article.

Keyword Research

SEO allows you to rank for certain keywords, meaning your website or webpage is made visible in the results when a keyword is typed into a search engine. For example, a digital marketing agency may want to rank for the keyword phrase “SEO strategy.” In order to determine which keywords you want your business to rank for, it’s necessary to conduct keyword research.

Keyword research is “the process by which you research popular search terms people type into search engines like Google, and include them strategically in your content so that your content appears higher on a search engine results page (SERP),” according to Conductor.

To develop a list of search terms, it helps to start by asking yourself: what are my customers interested in reading about? What are they searching online? You can gather ideas by looking on Reddit, using Google Autocomplete, or seeing what competitors are writing about.

Once you’ve gathered a solid list, try typing some words or phrases into SEMrush. This tool will show you the volume, competition, and keyword difficulty of each keyword. Since B2B is small, it’s best to focus on high-value, low volume keywords. In addition, long-tail keywords, or keywords containing 3 or more words, are generally better to use because they’re more specific.

The Bottom Line

SEO gives you the tools to provide the right audience with the right information at the right time. It helps with lead generation, establishing your company as a credible source, and shows that you understand your audience. To learn how we can help your company with SEO efforts, feel free to contact us.