Many businesses make the mistake of approaching Search Engine Optimization (SEO) as a one-size-fits-all marketing plan. But keep in mind, the foundation of SEO strategy differs depending on the structure and goals of your business.
Business-to-Business (B2B) and Business-to-Consumer (B2C) markets are treated differently in many ways. Because both these types of business are different, you can’t approach the same strategies. Each market has a different target audience and therefore, it should be reflected in the business decisions you make.
As SEO can help drive qualified leads, ranking, and revenue growth, it is necessary to understand the differences between B2B and B2C SEO and how strategies can be tailored to both campaigns.
Difference Between B2B and B2C SEO
Business-to-Business (B2B) is the practice of selling products/ or services to other businesses. As products are more intricate and widespread, B2B space becomes a bit complex, and it takes longer to turn prospects into a lead and then into paying customers.
It takes ample time and effort to help a business initially navigate your brand, visit the website, and explore products or services until making a transaction. For this reason, B2B requires more advanced SEO strategies.
Business-to-Consumer (B2C), on the other hand, is the practice of selling products or services to consumers directly. If you sell products or services online in B2C, the process goes like this – consumers find your brand or website, browse through products and information, find what they are looking for, proceed to checkout, and pay for their purchase.
B2C should know a way to showcase products on a website, easy checkouts, and secure payment options. It is ideal to work with an eCommerce SEO service provider to create a solid B2C marketing plan to generate better leads, boost organic traffic, and increase conversions.
SEO Process for B2B and B2C Difference
Marketing Campaign Goals
The major difference between B2B and B2C SEO is the goal of a marketing campaign. The process in the B2B space is often more extensive and complicated than in the B2C market, due to the higher cost of a product or length of commitment to service.
The goal of B2B companies is often to attract the visitor to sign up for a newsletter, download a file for more information, and fill out a lead form so the sales team can follow up. B2C websites, on the contrary, are specifically for those with e-commerce components and the goal is to get visitors to make a purchase.
Keyword Selection Process
As the buying cycle in B2B is long and more complex, B2B companies need to include keywords that can attract an audience at different parts of the sales cycle. This means keyword selection is extensive and should include keyword combinations for informational and transactional searches.
The B2C keyword research can also be complicated due to higher search volume. B2C companies need to find relevant keywords that aren’t too broad or too niche to drive quality leads and conversions.
B2C links are likely to grow faster as there is a broad audience. B2B needs to work a bit harder for its links to capture the attention of search engine spiders. Note that B2B and B2C have different online behaviors. While B2C audiences spend more time using social media to find products, B2B audiences spend more time browsing blogs to find useful information.
Irrespective of whether you own a B2B or B2C company, quality content is king. Always make sure to create content that targets potential customers in every part of your sales cycle while incorporating relevant keywords and link-building tactics. By doing so, you will be able to bring more people to your website and increase engagement on social media.
By understanding both B2B and B2C marketing strategies, you can easily ramp up lead generation, target your audience, and boost business revenue.
Here’s a quick overview of B2B vs B2C marketing you should focus on:
B2B companies focus on building long-term relationships while B2C drives short-term value at an efficient rate.
B2B is more focused on lead generation while B2C wants to enhance brand recognition to sell products.
B2B buyers are planned and logical whereas B2C buyers are emotional and make a purchase based on their desires.
B2B audience consists of decision-makers and managers while B2C businesses directly market to end-users.
Navigating these differences ahead of time and acquiring B2B or B2C SEO services from experts will ultimately give you better chances of success down the road.