B2B web shop optimization in just a few simple steps

You have a B2B web shop and you are wondering how to get your buyers in your sales funnel? The answer you are looking for is SEO optimization. Although it doesn’t seem like it at first, B2B web shop optimization doesn’t really have to be such a big deal. SEO is nothing more than a connection of good habits and the best practices in B2B ecommerce, which combined with clients’ interest leads to better sales results.

That’s exactly why SEO marketing has become a weapon for numerous B2B companies in the last few years, that have decided to stand out among the competition. What kind of results has it given? B2B ecommerce companies that accept SEO as one of the most important parts of sales, have a proven greater number of leads.

You want to be on that list, but you don’t know where to start? Luckily, there are a lot of SEO business strategies that can be applied nicely in B2B sales. We have decided to summarize them along with advice which make the optimization of a B2B web shop much easier to understand.

Online marketing Hecta system

A B2B web shop needs an interesting and quality content (on each page)

The first step in SEO B2B web shop optimization is to think hard on who are your buyers really and what do they search on the internet. Only then should you start creating web pages for your products. That way you are getting acquainted with habits and behaviours of your clients and in time you will learn to predict their expectations.

But, let’s be honest, most of B2B company owners are rather lazy when it comes to this. The truth is that it is much simpler to just copy good examples from competitors’ pages, but please don’t do that. Ever. Why?

Because you are creating double content that won’t differ you in any way from the others on the market. And it will help you blend in with the competition and give a worse CR (conversion rate – a percentage of web page visitors that become buyers).

What does quality content mean actually? They are concise, clear, understandable, user-friendly texts that contain key words related to your products or brand. Also, wherever possible, give your contact information – phone number, e-mail address, links to social media. Why? Because you’re making it easier for the buyer to contact you, whenever they decide to do so.

You need quality product photos

B2B web shop optimization is almost impossible without high quality attractive photos. Why? Because these photographs not only attract buyers, but also improve your CR (conversion rate) and most importantly, they help you get a better position in search results in the internet search engines.

Further, pay special attention to the names of photos and the alt descriptions. Always state a correct name of the visual, i.e. the name of what it represents. The alt description should contain your main keywords. That way, internet search engines will link photos from your web shop to the terms that buyers write in.

SEO optimization with help from video product reviews

B2B web shop optimization is based on creating a unique, quality and interesting content. That’s exactly why you should also implement video product reviews in your B2B web shop, that you will upload to YouTube. Why is this a great SEO tool? Users simply love when somebody else tells them about products, instead of reading about it.

On the other hand, video reviews help you to better rank in search engine results, improve the CR (conversion rate) and differs you from competitors. Namely, YouTube is Google’s ownership, which will award you accordingly if you use it as your platform. So, start making video reviews of your products and include a link to your web shop in every product description on YouTube. This way you are automatically increasing the CR on the B2B web shop itself.

Link your B2B web shop to Facebook, Twitter and Linkedin

Why should you do that? The reason is simple. On one hand, it improves your rating in search engines and on the other hand, it increases trust from your buyers. Namely, Google takes into account also your profiles and social media pages.

So, be sure to “enrich” your B2B web shop with a share button on Facebook, Linkedin or Twitter and enable this option in every post. Involve your sales team also, because by sharing posts on their private profiles you get a more organic outreach.

Increase your B2B web shop turnover with the help of inbound links

Inbound links are links which lead from other pages to your web page and are very important for SEO optimization. That’s precisely why a B2B web shop optimization has to include a strategy of constantly creating new inbound links. Although a lot of B2B companies know that link building is important for visibility on Google, only a small number of them actually have a strategy with which they plan to achieve it.

In ecommerce, especially for companies that sell tangible products, this is quite simple. Here’s why. One of the best ways is to involve bloggers or other specialized pages to make a review of your product. That way you are getting backlinks or inbound links that strengthen the authority of your B2B web shop and the products in it, help with better ranking and connect you to new users. It’s a win-win-win situation.


Help to make Google, Yahoo or Bing recognize your web pages

One of the most important SEO rules is to optimize your products pages so that search engines like Google, Yahoo or Bing can recognize them. Because if search engines don’t understand them, what is the point of putting effort into link building, creating quality content and sharing it on social networks?

What does that actually mean? On-page optimization, i.e. content optimization in your B2B web shop doesn’t have to be that hard and complicated. One of the simplest ways is to include your products’ name in the H1 tag and arrange meta descriptions.

How should your web pages look in B2B ecommerce?

The optimization of a B2B web shop includes several very clear rules that regard the link to your web pages. First of all, the structure and the look of the URL address are very important. Therefore, define the URL format in your B2B web shop and stick to it. Also, it is very important that the URL contains key words that are related to your products.

The second rule – never, we mean never erase web pages. Even when a certain product isn’t available, it is always better to specify that a product isn’t available at the moment, then to lead a client to a page that doesn’t exist.

Further, use internet links in your B2B web shop – they help buyers to get around easier on the page and find the contents they are interested in quicker. This is especially important if you want to direct buyers to a specific product or content that could interest them.

Take into account that your web shop never directs a buyer to competitors’ pages. Although it may sound unbelievable, you would be surprised how often this actually happens, especially when you use inbound links. The buyers are supposed to stay in your web shop and nowhere else. Period.

The rule “less is more” applies to B2B ecommerce also. Why is that? Because a lot of owners of B2B ecommerce companies still believe that a large number of web pages is a synonym for an abundant offer, which is absolutely incorrect. A large number of web pages only confuses the user and hinders getting around in the web shop, and that is something you definitely don’t want. B2b clients want fast and simple shopping, clear information and catalogues, and a positive shopping experience. Thant provide them precisely that.

Surprise them with additional benefits like a live chat with the client. That way you are offering your clients a complete service with a fully personalised approach in real time and fast answers to any questions they might have.


Keep track of the effects of SEO optimization with the help of specialized online tools

Tools like Google Analytics help you to learn a lot about your clients. So use them as often as possible. Track the number of unique visits to the web shop, how much time do users spend on your web pages and on which ones the most.

Google Analytics helps you to track the bounce rate (the percentage of users that have visited the web page and left it after some time because they haven’t found what they were looking for) and to determine which pages are the least attractive to clients. By paying attention to these questions, you can easily recognize where additional optimization of content is needed and how to best tackle it.

So, SEO optimization is much, much more than just being visible on Google. It’s a whole online business strategy that helps you build a relationship of trust with your clients and strengthens the authority of your brand and products that are behind it. All these questions are especially important in B2B ecommerce.

You are looking for a platform that will help you in doing it in the easiest way? Contact us today to be presented with the best solutions for pleased online buyers and a successful web shop.