The Roadmap to B2B website positioning Success


The author’s views are entirely his or her own (with the exception of the unlikely event of hypnosis) and may not always reflect the views of Moz.

It can be difficult to navigate the B2B marketing landscape. Today, guest host Austin Peachey walks you through the stages of the roadmap his team at Obility uses to develop successful B2B SEO strategies.

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Video transcription

Hello Moz fans, and welcome to another edition of Whiteboard Friday. I’m Austin Peachey, SEO manager at Obility, a Portland-based B2B marketing agency.

When I work for a B2B-focused agency, I know that it can be difficult to navigate the B2B marketing landscape. If you want to be successful in B2B SEO, you need to make sure that you are following the right steps. Today I’m going to walk you through our roadmap to SEO success.

Data collection

The first step on this roadmap is data collection. It is so important that all of the data you collect is clean and accurate as it will help you make important decisions. Three key elements for doing this are tracking, filters, and goals.


For tracking, you need to make sure that your scripts are set up properly so that they collect data every day, and to minimize the number of scripts on your website, try to implement as many as possible through Google Tag Manager.


Filters are the next step that is really important to keeping your data clean. These will help you remove website sessions that are of no use in your analysis.

The three main filters to include are: IP filters, which remove traffic from your client, office, or remote workers; Domain filter to remove traffic from well known spam websites; and hostname filters to make sure the sessions actually make it to your website.


Finally, it is very important that your goals are set up correctly and that you are not tracking things like the bounce rate or the time on the website as a recorded goal.

These are good metrics for checking the health of your website, but they won’t be meaningful enough for you to make strategic changes later. When it comes to B2B SEO, we focus on two different types of goals – micro and macro conversions. Micro conversions can be things like downloading a white paper or signing up for a newsletter. Macro conversions focus on larger, lead-based goals like filling out forms or demo requests.

The buyer’s journey is much longer when it comes to B2B versus B2C and you need to make sure you have conversion points no matter where in the cycle they are.

Technical SEO

Once your data collection is working properly, the next step is to check the technical health of your website and anything that could affect your indexing or the traffic it receives.

First, focus on critical crawler issues that may be blocking your website. This could be 404 errors, duplicate content, and website speed. 404 errors affect the crawlability of your website as well as the user experience while actually browsing your content. Duplicate content errors can be severe enough to have two full instances of your website available to crawl, or to only publish one blog post twice on your website. Big or small, it is really important to have unique content throughout your website.

Website speed and core web vitals are important to both SEO and user experience. Work with your web developer to minimize the scripts used on the website, optimize your images, and really clean up the code.

Once your major crawling issues are fixed, you can start creating well-optimized title tags and meta descriptions. Make sure these are written for the user and not the search engines. A title tag won’t affect your position on Google, but it could make a difference when someone clicks on your post compared to a competitor.

The Moz crawler is a great tool that you can use to improve the health of your website. It provides an organized breakdown of all the problems your website may have and tips on how to fix them.

Keyword research

Now that your website is in tip top shape, the next step is to move around and do some keyword research.

When it comes to SEO for B2B companies, it is important to remember that the customer journey is much longer than in B2C. Those purchases are bigger and there are more stakeholders that are part of the buying process. Because of this, when doing keyword research, you need to think about keywords throughout the customer journey and target keywords from the top of the funnel to the bottom of the funnel.

Think of it that way. If your product is task management software, then you can’t just focus on optimizing for the keywords at the bottom of the funnel, such as: B. Task management software or a business organization tool. Instead, think about the keywords your users might be looking for just because they have a problem – how can my team stay organized or tips on meeting deadlines on time.

Start your keyword research by reaching out to your customer and seeing which keywords are important to them and what they want to focus on. Once you have that seed list, expand it by exploring their website, competitor websites, Google Search Console, and keyword tools like Moz Keyword Explorer.

Once you have this list, it’s time to actually prioritize these keywords, and by prioritizing we don’t mean just what has the highest volume on a monthly basis. It’s much more about what’s relevant to your product and your consumers, and what ultimately drives conversions.

Create content

Now that we know these keywords, our next stop is to focus on the content development that comes with these keywords. Evaluate the existing content on your website and decide whether you are creating something completely new, expanding on what is already there, or rather need a combination of both.

As you develop this content, you need to remember the golden rule – write for users, don’t write for search engines. The best content is the content that people actually find useful and answer their questions. Make sure your content is easy to read, has links to other relevant topics within the content, and covers the keywords you are focusing on as effectively as possible.

That doesn’t always mean writing the longest piece, but rather a piece that really most effectively delivers the content to the user. If you’re not sure what to write about, the search engine results for the current keyword are a good place to start. What is currently ranking well? What questions do they answer and what was the user’s intent in performing this search? Answering these questions will really move you into creating better content.

Well, as mentioned earlier, you need to follow the user through the funnel with your content like your keywords. Make sure you are delivering content at every stage of the buying cycle. Top funnel content, such as strategies for meeting deadlines, is therefore just as important as detailed content about the software you provide and how it can benefit users. That way, your business will be seen and part of their decision-making process, whether it’s just beginning to solve its problem or is ready to make a final purchase.

Conversion Rate Optimization

The last stop on our journey is conversion rate optimization. You figured out your keywords. You have great content. But that really doesn’t mean much if they don’t come in and actually buy your product.

There are several points of conversion rate optimization to look out for – search engine page conversion optimization, information seeker optimization, and lead optimization. As mentioned in our technical health assessment, search engine conversion rate optimization is based on your title tags and meta descriptions. These are the first things your users see when they start their journey, searching for and finding answers.

You need to make sure they are well-written and trick the user into actually clicking and learning more about you. Test different phrases and see what is really driving the most clicks. Information seeker conversion rate optimization is intended for those users who are really at the beginning of their journey and only need information. They’re likely collecting it in a lot of different places, but all you have to do is provide them with more information about you, be it a case study, white paper, video, or signing up for your newsletter program.

Optimizing the lead focus conversion rate really gets the user to take the action, e.g. Maximizing these conversions will really help generate the most revenue for your business. When it comes to conversion rate optimization, it is important that you don’t just make assumptions.

Use heat mapping tools or A / B testing to determine what actually works best, and then make strategic changes to your website based on those results. Well there you are guys.

This is our roadmap to B2B SEO success. Thank you for listening and I wish you all a good day. Thank you.

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