B2B SEO

The kick-off and data collection in B2B SEO consist of agreeing the scope of the collaboration and gathering the information needed to plan SEO activities for the realities of B2B sales. At this stage I collect data on the offer, markets, decision-maker personas, the sales cycle and the available materials that can support content and communication. In parallel, I verify whether the key access to the site and the data is available, so that subsequent analyses are based on the actual state of the website. This way, right from the start, we reduce the risk of working “in the dark” and establish how decisions about implementations will be made.

To carry out this stage properly, access and data are needed, as well as a designated decision-maker on the company’s side with an agreed procedure for approving changes and content. In practice this covers access to the CMS/hosting (or the ability to implement changes), analytics tools and lead data, e.g. from forms and phone calls, in order to be able to measure results and diagnose problems. An approval process is also needed on the client’s side, because in B2B product and legal consultations are often required. The kick-off arrangements are the starting point for the SEO audit and the further stages, without declaring specific results within a predetermined time.

• Agreeing the scope and gathering information about the B2B offer, markets and decision-maker personas
• Collecting data on the sales cycle and the materials available for use on the site
• Verifying access to the CMS/hosting, analytics and lead data (forms, phone calls)
• Agreeing the contact person and the procedure for approving changes and content

Keyword research and B2B topic mapping consist of selecting queries for the whole B2B funnel and assigning them to existing and planned pages. At this stage I analyse product, problem, industry and integration keywords, as well as long-tail queries, to reflect the way decision-makers and technical users search for solutions. In parallel, I split the queries by intent, such as offer, comparisons and education, which makes it easier to plan the right content types. This stage is carried out after the SEO audit, so that the mapping is based on the real capabilities and limitations of the site.

Mapping keywords to URLs organises the content structure around service pages, industries, use cases, case studies and guides, and points out missing landing pages. In practice this means grouping queries and assigning them to specific pages, together with notes on structure and linking. The outcome is a “Keyword and topic map” in the form of a table, which contains the keyword group, intent, proposed URL, content type, priority and implementation notes. Such documentation makes it easier to coordinate the creation and updating of content in the next steps.

• B2B keyword selection: product, problem, industry and integration queries, and the long tail
• Splitting queries by intent: offer, comparisons, education
• Keyword → URL map: assigning keyword groups to pages (offer, industries, use cases, case studies, guides) and pointing out missing content/landing pages
• Output material: “Keyword and topic map” (keyword group, intent, URL, content type, priority, notes on structure and linking)

On-site optimisation in B2B SEO covers technical and on-page implementations and changes to the site that tidy up the structure and strengthen key pages. In practice I work on the elements of templates and service pages, so that titles, headings, descriptions and content are consistent with the intent of B2B queries. In the same area I take into account structured data and navigation elements, as well as sections such as FAQs and benefits, if they are part of the plan for a given URL. I carry out the work in line with the agreed model for implementing changes (in the CMS or through the IT team on the client’s side).

As part of the optimisation I also tidy up internal linking, logically connecting pages on the offer, industries, use cases, articles and case studies, in order to strengthen priority pages and shorten the paths to them. In parallel, I refine lead elements and tracking, including the consistency of forms, CTAs, contact pages and thank-you pages. I also prepare events for measuring leads and traffic quality, which makes it possible to diagnose problems on the basis of data, without making promises of growth. These activities are carried out as implementations or as tasks handed over for implementation, depending on what has been agreed for the collaboration.