2023: SEO B2B vs. B2C search engine optimization

Search engine optimization (SEO) is crucial for companies in both business sectors, B2B and B2C, to gain online visibility and attract potential customers. However, the strategies and approaches in both areas differ significantly. In this section, we'll take a closer look at the differences and the importance of an effective SEO strategy.

1. B2B vs. B2C: The different requirements

In the B2C sector, especially in the 'normal' and affordable price segment, the competition is often enormous, and the prospect of high visitor numbers and traffic from top rankings can be deceptive. Because even though a website may have a lot of visitors, the challenge is converting them into paying customers. The situation is different in the premium price segment, where a targeted SEO strategy can be quite profitable.

In the B2B sector, especially in sectors such as mechanical engineering and industry that involve high-priced products and services, the prospects are often more promising. However, the B2B SEO strategy requires a deep understanding of the target group, their search behavior and needs.

2. Potential after-sales effects

In the B2C segment, after-sales effects can play an important role when it comes to customer loyalty and repeat business. An example of this is the spare parts delivery area. When a company provides effective customer support, it can lead to a long-term business relationship. However, you should not only focus on SEO, but also on holistic customer support.

3. The importance of the right keyword combinations

In both the B2B and B2C sectors it is important to find the right keywords. It's not just about the sheer number of search queries, but above all about relevance and conversion. A high conversion rate for specific keywords can be more significant than a high number of visitors for general keywords.

4. Implementation challenges

An SEO agency can support the technical implementation and optimization of the website, but that alone is often not enough. In many cases, a successful SEO strategy requires close collaboration with business development to find the “blue oceans” in the market – untapped areas with high potential.

5. The importance of customer support and product knowledge

Particularly in the B2B sector, it is crucial not only to attract potential customers to the website, but also to convince them during the interaction. SEO agencies may help with the technical implementation, but the actual convincing and advice requires deeper product knowledge and an understanding of customer needs. There is often a gap here that needs to be closed.

6. Impressions vs. Qualified Leads

It's a common mistake to focus on the sheer number of impressions and measure the success of an SEO strategy by that. What is much more important is the number of qualified leads that can actually become potential customers. Companies should therefore measure their SEO agency by how well it generates qualified leads instead of being blinded by high visitor numbers.

➡️ Search engine optimization is of great importance in both B2B and B2C sectors. However, each area requires a specific approach and a holistic strategy that goes beyond pure technical optimization. Successful business development and collaboration with SEO experts are crucial to reaching the right target groups and building long-term business relationships. It's not just about high visitor numbers, but above all about qualified leads and consistent support for potential customers.

It's time again to write something about the current SEO situation after a long break. Actually, everything is the same, and I'm as annoyed today as I used to be.

In fact, I no longer offer SEO. If anything, it is only a part of my work. But as one of the first SEOs, I have experienced and suffered a lot. What remains are the old mechanisms in which the industry tells customers about the holy SEO grail and how easy it is to conquer the top ten with exactly the SEO agency in question and thus start the “money machine”.

I take my hat off to those who can be found in the top ten with the terms 'SEO', 'search engine optimization', 'SEO agency' etc., as long as there is no excessive buying of backlinks or other excessive and semi-legal practices. Furthermore, I don't mean the purchased Google Ads, but the organic ranking.

And then there are the few SEO consultants who report on the latest changes and information. SEO consultants are great. I am skeptical about everyone else who mainly talks about the top ten rankings. Especially when they tell me that I don't rank well?! How do you know my business model, strategy and resources? There are so many factors that play a role that such a clumsy statement is actually embarrassing and only shows one thing: they want to lure me with my supposed weakness, and the big sister around the corner is ready to help. Of course not for free, of course.

The reason I'm writing again today is because of the now annoying SEO agency inquiries that see my pages as so bad, but with a lot of potential (!) - of course, and the others who write to me every day and would like to write an article for a fee (of course with a “follow” backlink) because they think my site is great and it fits the topic. There was also a shoe manufacturer. I should have thought about the thematic proximity a bit. But okay, everything is there.

It is generally known and understandable that search engine optimization works and performs differently between B2B and B2C. An exception in the B2C sector is the premium price segment, i.e. in an area where higher offers and higher margins are important. In the B2B sector, too, this is the starting point mentioned here in the areas of mechanical engineering, industry, etc., where high-priced products or services are involved.

A good SEO agency knows how to deal with this and communicate.

If the hit or search rate for B2C in the 'normal' and affordable price segment tends to zero, then there is not much to be gained here despite top rankings.

Exceptions here are potential after-sales effects. That is, if you can assume that customer loyalty and repeat business can be achieved. For example in the area of ​​spare parts delivery. If the support does a good job here, then it can be assumed that a long-term business relationship can develop.

Here alone you can see that a general statement (from one of the last emails) like: “In fact, there are probably less suitable search terms and others that fit very well. I just checked your example. Unfortunately (almost) no people are looking for it here. At least that’s the analysis with an SEO tool.”

➡️ Searched for the contact person on LinkedIn, now worked as an SEO for 1.6 years, before that an insurance salesperson. Yep, trustworthy.

It becomes even more fatal if you achieve the top ten ranking for a highly competitive keyword with a lot of financial and external agency effort, but the overall expenditure cannot be monetized over a long period of time.

If the fight in the “Red Ocean” is necessary, fine. That depends on the business model and company strategy.

Suitable for:

• Blue Ocean Strategy – blue and red ocean strategy

However, the fine art of business development is to find the “blue oceans” of the market.

This is not about niche segments. It's all about understanding communication and the logic of how people go about finding solutions to their problems.

Finding the keywords, especially the right keyword combination, is the heart of the job. For example, if only 10 people a year are looking for a specific solution and you can assume that 5 out of 10 will make contact, then that is a success in terms of the high conversion rate. But here too the problem lies in the details. Because the actual work is just beginning now. This means that the potential customer must be addressed, supported, advised and planned. Even the smallest mistakes can lead to termination and exclusion criteria.

A service that an SEO agency does not or cannot provide. Because there is a lack of in-depth product knowledge to convince the customer, at least in 1st and 2nd level customer support. That sounds ugly, but 99.99% of SEO agencies shirk responsibility here. The potential lead is celebrated and the SEO agencies get paid. In fact, I repeat, only then does the work begin, as described above.

It's great if you're in the top ten with terms like 'logistics' or 'warehouses' that the SEO agency has done for you. The number of visitors will be relatively high. However, conversion is poor (if at all) because many people have no intention of buying, but mostly just want to find out more.

However, the situation is different with the keyword combination 'Construction company wanted for warehouse'. If the website doesn't appeal to the potential customer within the first 3 seconds, the customer is gone again.

So there’s more to it than just doing SEO work. It involves coordinating several areas, which quickly become a large construction site, which can usually only be carried out by a business development person with the appropriate experience.

The use of an SEO agency is part of the project, but should not be the main driver in this strategy. Because here the performance is measured solely by the qualified lead.

A little tip at the end: check the performance of your SEO agency. Are the impressions given more emphasis to the qualified leads? Then you should take a more critical look at it again. Impressions are pornography for the eyes, but not for business.

Suitable for:

• Criticism: TOP 100 SEO not that great at all

Yes, at least with 'SEO criticism' I made it into the top ten rankings on Google. 😅😉

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