Welcome to another insightful week with The SEOs Diners Club newsletter. Leveraging over a decade of SEO expertise, I aim to distil the week's most critical developments into a concise read that will take less than seven minutes. Let's dive into the insights that matter.

How to Create a B2B SEO Strategy?

B2B SEO is a digital strategy used by companies to drive more organic traffic to their websites through search engine optimization.

In today’s rapidly evolving digital marketing landscape, SEO strategies are critical for B2B (business-to-business) businesses to increase online visibility and reach their target audience. For example, technology providers or professional services firms can efficiently get their potential customers through SEO. In this article, we’ll detail the essential elements of B2B SEO strategies and how they can be applied to your business.

Keyword Research

One of the cornerstones of B2B SEO is identifying the right keywords. Knowing what potential customers are searching for in terms of the services or products your business offers determines the success of your SEO strategy. When doing keyword research, it’s essential to understand the language and concerns of your target audience. For example, if you’re a SaaS (Software as a Service) company, you might focus on keywords like “cloud-based software solutions” or “business process automation.”

Example: Using Ahrefs and Semrush

Tools like Ahrefs and Semrush are great competitive analysis and keyword discovery options. These tools will help you understand what keywords your competitors use and how they perform on them. You can also discover new, low-competition keywords through these tools.

Monthly search volumes for B2B keywords are naturally much lower than B2C keywords. However, even if you gain a single customer, you will earn much more than your investment.

Content Strategy

Another vital element of B2B SEO is the content strategy. Quality and informative content will help you rank higher in search engines and gain the trust of potential customers. When producing content, you should create articles, blog posts, and guides that answer your target audience’s questions and offer solutions to their needs.

Example: Training and Guides

For example, a cybersecurity firm can improve SEO performance and provide valuable information to potential customers by writing a blog post titled “How to protect against cyber threats in 2024.” This content will help you appear more frequently in search engines and strengthen your authority. Additionally, a strategy that answers questions in the “People Also Ask” section on Google will make the site a Topical Authority site on that topic in the eyes of both Google and users.

SEO Techniques

Technical SEO allows search engines to crawl and index your website more efficiently. Technical SEO elements include site speed, mobile compatibility, sitemaps, and structured data. Since B2B sites often have complex structures, paying attention to technical SEO can positively impact your rankings.

Example: Site Speed ​​and Mobile Friendliness

With tools like Google PageSpeed ​​Insights, you can measure your site speed and get suggestions for improvement. As a result of these tests, you can increase your site's performance and achieve better SEO results.

Creating Links

Quality backlinks are critical to the success of your SEO strategy. Backlinks increase your website's authority and help you rank higher in search engines. Link-building strategies for B2B companies are often carried out through industry blogs, partnerships, and PR efforts.

Example: Collaborations and PR

For example, a consulting firm can earn backlinks by guest posting on a well-known blog in their industry. Also, speaking at industry events or issuing press releases through online PR services can increase your authority and help you earn backlinks.

Analysis and Reporting

To measure the effectiveness of your SEO strategy, you need to perform regular analysis and reporting. Tools like Google Analytics 4 and Google Search Console help you track your website’s performance and identify areas for improvement. These tools allow you to see which keywords bring in the most traffic, which pages perform best, and which pages you need to improve.

Example: Using Google Analytics 4

Google Analytics lets you analyze your website traffic and user behaviour. For example, you can track how your organic search traffic changes over time and identify which content gets the most engagement. This data allows you to optimize your content strategy and SEO tactics continually.

Additionally, using a free tool like Microsoft Clarity, you can track users' sessions on your site and improve the user experience by providing solutions to their problems.

Conclusion and Recommendations

B2B SEO strategies are critical to your business’s digital marketing success. You must consider many elements, from identifying the right keywords to producing quality content, technical SEO practices, and link-building strategies. You should also continuously optimize your strategy by conducting regular analysis and reporting. With this comprehensive approach, you can reach your target audience more effectively and increase your business’s online visibility.

When developing your SEO strategies, always consider the needs of your target audience and search engine best practices. This will help you gain a competitive advantage in the B2B market and sustain your business's success.

Analysis: 60% of Google Searches Will End Without a Click by 2024

According to a new zero-click search analysis, approximately 30% of clicks go to Google properties, while 36% go to the open web.

Most Google searches — 58.5% in the US and 59.7% in the EU — result in zero clicks. Zero-click searches occur when users end their session or enter a new query without clicking on any results. This data comes from a new zero-click search study published by SparkToro CEO and co-founder Rand Fishkin, based on clickstream data from Datos, a company owned by Semrush.

Clicks affect Google Search rankings. This was confirmed in the Google antitrust lawsuit and the findings of the Google Search leak. However, not all users want to click on a link and visit a website. According to technical SEO consultant Pedro Dias, many zero-click searchers are not your target audience.

Other findings from the study:

• Close to 30% of clicks in the US go to Google properties (YouTube, Google Images, Google Maps).

• Out of 1000 Google searches, 360 clicks go to the open web in the US, and 374 clicks go to the open web in the EU.

Data was collected from Datos’ US and EU panels between September 2022 and May 2024. This data can help us understand user behaviour.

Google API Leak: Information About Video Content Modules

In this article, Emina Demiri Watson explores what Google API leak documents can teach us about optimising video content.

The article also questions the possibility of using NavBoost, which we learned about in the Google API Leak, for video content.

Video creators can use this information to optimize their videos. The most important points covered in the article are:

• Plan section and add keywords: Video sections should be optimized with relevant keywords. This will help the video rank higher in search results.

• Encourage user interaction: User interaction, such as likes, comments, and shares, helps improve a video’s ranking. Encourage viewers to engage with your video.

• Optimize your video metadata: The video title, description, and tags should accurately reflect the content of the video. This will help viewers find your video.

If you have a YouTube channel, you might want to review our recently updated YouTube SEO Guide and Channel Optimization article.

Optimize Your Campaigns with Google Ads Scripts

With Google Ads scripts, you can save time and improve your campaign performance. This article contains five useful scripts and implementation instructions.

Google Ads scripts are snippets of JavaScript code that automate various tasks and processes in your Google Ads account.

These scripts can help you optimize your campaigns, manage your ads more effectively, and quickly adapt to changes without manual intervention. Integrating these scripts into your strategy can improve campaign management, save time, and deliver better results. This week, the Wordstream blog shared 5 Google Ads scripts that I found helpful:

Five important scripts:

1. Account Anomaly Detection Script: Detects anomalies in metrics such as clicks, impressions, and conversions.

2. Ad Performance Report Script: Analyzes ad performance and offers suggestions for optimization.

3. Weather-Based Bid Script: Adjusts bids based on weather conditions.

4. Change History Script: Tracks changes in the account.

5. Account Summary Script: Creates a consolidated report of critical metrics.

These scripts can improve your campaign management and reduce your manual workload.

New Purchase Conversion Map from Microsoft Clarity

Optimize your e-commerce site with Microsoft Clarity’s new Conversion Maps feature. This tool helps you increase sales by showing you which elements of your website are driving conversions.

Microsoft Clarity has announced a revolutionary new feature that can be used to optimize your e-commerce site and increase sales.

It’s time to stop guesswork and embrace data-driven insights that will help you understand customer interactions. With Conversion Heatmaps, you can get specific and powerful conversion data for every website element.

What is a Conversion Heat Map?

The Conversion Heatmap shows the elements that drive purchase conversions. This allows you to take a closer look at the website elements that are most valuable to the site owner. For example, you can analyze a product with a 2.4% conversion rate based on sessions that interact with a specific element.

Please visit the Microsoft Clarity Blog post for more information about the new features.

Recommended Tools & Services

• WhitePress: WhitePress is a content marketing platform that enables accessible article publishing across 90,571 websites in 30 languages, offering native copywriting and automated global publication services.

• Cannibalization Explorer Looker Studio Report is a tool for identifying keyword cannibalization and providing insights into how keywords perform across different pages.

• SurferSEO is a tool that helps you create and optimize content for SEO. It analyzes the top-ranking pages for your target keywords and gives you suggestions on how to improve your content. Surfer AI also has a feature that can generate ready-to-rank articles in minutes.

• Copilot Pro: Copilot Pro is available for $20/month for cloud-based GenAI models and $27/month with Microsoft 365. It is integrated with Microsoft 365 applications and provides access to GPT-4 Turbo and advanced AI rendering tools.

• AlsoAsked is a helpful tool that can boost your visibility in the “People Also Ask” section of Google's search engine results page.”

• Semrush Map Rank Tracker is a Google-changing tool for local businesses looking to dominate their niche and attract more customers. I've been using the free version for a while now, and I'm impressed with its ease and effectiveness.

• ContentShake AI is an intelligent writing tool that combines AI with real-life competitor insights. It guides you from ideation to publishing directly to the blog, generates SEO-friendly articles, and helps you optimize them for organic traffic and engagement.

• Microsoft Clarity has recently introduced a feature called Copilot, which incorporates Generative AI through Large Language Models (LLMs) into the analytics tool. This integration aims to make data more accessible and understandable for users by leveraging the same technology created by OpenAI, which powers the new Bing or ChatGPT.

• InLinks is an SEO tool that uses a knowledge graph to optimize content for search engines. It automates internal linking and schema markup, simplifying SEO processes and content strategies.

Subscribe to my newsletter to stay informed about the latest in SEO and digital marketing. Next week, I'll continue to share the newest insights, tactics, and strategies for navigating the ever-evolving digital marketing landscape.

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Best,

Mert Erkal