Since SEO play an increasingly important role to bring benefits to B2B website, more B2B marketers are moving forward opening up new doors.
Much has been discussed about the volume and quality of back-links to your B2B website which determining your SEO success. But what about the user experience for B2B SEO? It is the common problem that always ignored.
The goal of B2B SEO is to maximize profit and increase ROI. The ranking rule of search engines is not hard and fast. We must know that all search engines are work for visitors, and the aim is letting visitors easily find more valuable things that they want to look for. So a website which has a high bounce rate and bad user experience almost impossible bring benefits even if has a good ranking. Now let’s see how to improve the user experience for B2B SEO.
1. Meta Tags
The words in the title tag are what appear in the clickable link on the search engine results page. For this reason, it’s important to make sure they generate enough interest for users to click through to your page. In addition, the title tag buffer limit is 70 characters. We’d better don’t exceed the limit.
Make sure each meta description has one or two keyword phrases along with a branded term. Also keep in mind that the meta description buffer limit for romanized characters is 156
Since B2B websites usually have much longer sales cycles than most B2C websites, the process of moving a customer through their buying cycle is much more complex. Consider using a small number of keywords across your website to start. Using too many on a page will dilute the impact of individual words and mean the page has little authority when assessed by search engines.
If your content of the website doesn’t have a good user experience, you’ll never see the increase in conversions you were hoping for, even if your traffic does improve. Here are 5 ways your site might be ruining the user experience for your visitors
- No contact information
While having a “Contact Us” form is great, you really should list your full address, phone number, fax number and company email address. Make sure your “Contact Us” page is easy to find—you don’t want to make it hard for someone to connect with your business
- Writing for the search engines
The first rule of SEO writing is to always write for a human reader, then optimize for the search engines. While it’s important to properly optimize your website for SEO, you never want to do so at the cost of the user experience. Never over optimize your site
- Poor internal links
A good user experience allows for lateral movement throughout your B2B website not just a high level navigation bar. Link related pages together to keep your traffic engaged in your siteand pass link juice from one page to another.
- Simple code
Many B2B web sites are created with technological and design prowess that offer a good user experience and even better tools to manage content. But they often ignore the need for search engines to interact with content. We’ve run into situations where title tags are hard coded exactly the same for all pages of a site, or Ajax or Flash are used to create navigation elements within product categories.
3. Design with visitor goals in mind
It’s incredibly important to consider the visitor’s mindset and goal. With a B2B website, visitors are likely to be looking for information and support, as opposed to making an immediate purchase. If your visitor is towards the bottom of the sales funnel, the following questions may be in their mind when browsing your website:
• What will I get from their product/service?
• What benefit will it bring to my business?
• What makes their product/service different?
When laying out your website, work from the top down. Keep the most important information at the top (above the fold), ensuring the user is given the information they have requested and that it is presented clearly. A company logo, navigation and search box are all necessary elements to any B2B website, along with a title accurately describing the page presented to the user.