Articles in The 'On-Page-Content' Tag

September 14 2011

SEO Copywriting for B2B

by Mike Siers

B2B copywriting can be quite challenging. Instead of your regular consumer marketing lingo: “Everything you need, all here, and 20% off today,” B2B copywriting requires your message to be crafty, intuitive, and all the while persuasive. Now, copywriting for SEO in a B2B market can be even tougher. If this is where you find yourself, here are a few tips to help you succeed.

Watch the lingo – Seek to use generic terms on the page. In most cases, B2B searchers are more likely to use generic terms than brand names. Branded names tend to be unusual and unique to your offer, so a user looking for one of your brand names will likely find your site quite easily.

Focus page copySearch Engines seek to classify a page by its main focus. After you have determined the keyword or phrase for your web page, keep the content focused on that keyword. If you have multiple products or offerings, it is better to create multiple pages to focus on each. You will just spin your wheels if you try targeting multiple keywords on a single page.

Don’t forget long-tail key phrases — If you decide to target a page to multiple, themed keywords, look toward a broad keyword and an exact phrase (i.e. long-tail). While the keyword focus of the page may be “green energy,” your target prospect for that page may also be entering words like “solar panel,” “environmentally friendly,” and “renewable” when searching for their solution. Good B2B SEO copyrighting seamlessly includes these long-tail words.

Detailed copy is good – In the B2B arena, having detailed, on-page content is a good thing. It gives you the opportunity to explain the features and benefits that may distinguish your offering. Also, longer copy is good for the search engines. It gives them a better opportunity to determine the focus of the page, and they really like that.

Keywords in the headers — Search Engines place emphasis on H1 headers. It gives the search-bots the opportunity to get a better idea about the content and focus of the page; thus, when possible, it is a good idea to incorporate your page’s keyword in the header tags. In some cases, the keyword may not work in the header, so incorporating an image underneath the header with your keyword in the ALT tag is a good alternative strategy.

Internal linking and anchor text – Internal linking is a good tactic. It helps bots find other pages on your site, and, in doing so, the anchor text used for text links can help with SEO. Before you start writing, know what pages can fit with the content you are about to write. Then see if you can craft your content to incorporate related keywords of your other pages within the anchor text of the hyperlink. Remember, you want to make it seamless, so ensure that you are not just stuffing in keywords. Good B2B copywriting flows smoothly through the desired anchor text.

Using the above mentioned methods should greatly support your B2B SEO copywriting.   Above all else, make sure you lay out a plan for your on-page content beforehand. When in doubt, defer to your company’s message to communicate with your target audience. A site that reads well should always be the top priority.

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