2023: SEO B2B vs. B2C search engine optimization

Search engine optimization (SEO) is crucial for businesses in both B2B and B2C sectors to gain online visibility and attract potential customers. However, the strategies and approaches differ significantly between the two. In this section, we'll take a closer look at these 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, competition is often fierce, and the prospect of high visitor numbers and traffic through top rankings can be deceptive. Even if a website attracts many visitors, the challenge lies in 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, particularly in industries like mechanical engineering and manufacturing, which deal with high-priced products and services, the prospects are often more promising. However, a B2B SEO strategy requires a deep understanding of the target audience, their search behavior, and their needs.

2. Potential after-sales effects

In the B2C segment, after-sales effects can play a crucial role in customer retention and repeat business. Spare parts supply is one example. Effective customer support can lead to long-term business relationships. However, companies shouldn't focus solely on SEO, but rather on providing comprehensive customer support.

3. The importance of the right keyword combinations

In both B2B and B2C sectors, finding the right keywords is crucial. It's not just about the sheer number of search queries, but primarily about relevance and conversion rates. A high conversion rate for specific keywords can be more significant than a high number of visitors for general keywords.

4. Challenges in implementation

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 – that is, untapped areas with high potential.

5. The importance of customer support and product knowledge

Especially in the B2B sector, it's crucial not only to attract potential customers to the website but also to win them over during interactions. SEO agencies can assist with the technical implementation, but genuine persuasion and consultation require in-depth product knowledge and an understanding of customer needs. This is often where a gap needs to be closed.

6. Impressions vs. qualified leads

It's a common mistake to focus solely on the number of impressions and measure the success of an SEO strategy by that metric. Far more important is the number of qualified leads that can actually become potential customers. Therefore, companies should evaluate their SEO agency based on how well it generates qualified leads, rather than being blinded by high visitor numbers.

Search engine optimization (SEO) is crucial in both the B2B and B2C sectors. However, each sector requires a specific approach and a holistic strategy that goes beyond purely technical optimization. Successful business development and collaboration with SEO experts are essential for reaching the right target groups and building long-term business relationships. It's not just about high website traffic, but above all about generating qualified leads and consistently nurturing potential customers.

It's time again to write something about the current SEO situation after a long break. Although, basically, everything is the same, and I'm just as annoyed as before.

Strictly speaking, I no longer offer SEO services. If anything, it's just one aspect of my work. But as one of the pioneers of SEO, I've seen and suffered a lot. What remains are the old mechanisms where the industry tells clients about the holy grail of SEO and how easy it is to conquer the top ten with a specific SEO agency and thus get the "money machine" rolling.

I take my hat off to those who rank in the top ten for terms like 'SEO', 'search engine optimization', 'SEO agency', etc., provided they don't engage in excessive backlink buying or other excessive and semi-legal practices. Furthermore, I'm not referring to purchased Google Ads, but rather organic ranking.

And then there are the few SEO consultants who report on the latest changes and information. SEO consultants are great. I'm skeptical of everyone else who mainly talks about the top ten rankings. Especially when they tell me I'm not ranking well?! How do they know my business model, my strategy, and my resources? So many factors are involved that such a blunt statement is just embarrassing and only shows one thing: they want to lure me in with my supposed weakness, and the big sister around the corner is ready to help. Not for free, of course.

The reason I'm writing again today is the now-annoying stream of inquiries from SEO agencies who deem my pages so bad, but with great potential (!) – sure, and the others who contact me daily, wanting to place an article on my site (with a "follow" backlink, of course) for a fee, because they think my site is so great and thematically relevant. One of them was even a shoe manufacturer. I should have been a bit more realistic about the thematic connection. But okay, you get the picture.

It is generally known and understandable that search engine optimization (SEO) works and performs differently in the B2B and B2C sectors. An exception in the B2C sector is the premium price segment, where higher prices and higher margins are the focus. Similarly, in the B2B sector, this is the starting point discussed here, particularly in fields like mechanical engineering and industry, where high-priced products or services are involved.

A good SEO agency knows how to handle and communicate this.

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

Exceptions to this are potential after-sales effects. This means situations where it can be assumed that customer loyalty and repeat business can be achieved. For example, in the area of ​​spare parts supply. If the support team performs well in this area, then it can be assumed that a longer-term business relationship can develop.

This alone demonstrates the validity of a blanket statement (from one of the recent emails) such as: “Indeed, there are probably less suitable search terms and others that are a very good fit. I just checked your example. Unfortunately, (almost) no one is searching for it. At least that's what the analysis with an SEO tool shows.”

➡️ Searched for the contact person on LinkedIn; now working in SEO for 1.6 years, previously an insurance salesman. Yep, trustworthy.

It becomes even more disastrous if, despite significant financial and external agency investment in a highly competitive keyword, a top ten ranking is achieved, but the total expenditure cannot be monetized over a long period of time.

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

Suitable for:

• Blue Ocean Strategy – blue and red ocean strategy

However, the true art of business development lies in finding the “blue oceans” of the market.

This isn't about niche segments. It's primarily about understanding communication and the logic behind how people approach finding solutions to their problems.

Finding the right keywords, especially the right keyword combination, is the most crucial part of the job. For example, if only 10 people a year search for a specific solution, and you can assume that 5 out of 10 will get in touch, then that's a success in terms of a high conversion rate. But even here, the devil is in the details. Because the real work only begins now. This means that the potential customer needs to be engaged, supported, advised, and planned effectively. Even the smallest mistakes can lead to a drop-off and exclusion.

This is a service that an SEO agency doesn't provide, or rather, can't provide. They lack the in-depth product knowledge needed to convince clients, at least in first- and second-level customer support. It sounds harsh, but 99.99% of SEO agencies shirk this responsibility. They celebrate the potential lead and get paid. But in reality, and I repeat, the real work, as described above, only begins after that.

It's great to rank in the top ten for terms like 'logistics' or 'warehouses' – something your SEO agency has achieved for you. The number of visitors will be relatively high. However, the conversion rate will be meager (if it exists at all), because many visitors don't intend to buy; they're mostly just looking for information.

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

It involves more than just SEO work. It requires coordinating several areas, which can quickly become a major undertaking that can usually only be managed by a business development professional with the relevant experience.

Using an SEO agency is part of the project, but it shouldn't be the main driver of this strategy. Performance here is measured solely by the number of qualified leads.

One last tip: Review your SEO agency's performance. Are they prioritizing impressions over qualified leads? If so, take a closer look. Impressions are eye candy, but useless for business.

Suitable for:

• Criticism: TOP 100 SEO not that great at all

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

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