Optimize B2B Site Assets for SERP Visibility

Even though your B2B site may be getting decent organic traffic, are your visitors getting access to every asset that can help close the sale? Visitors and prospects may not find that helpful video demonstrating the different ways to use fashion scarves  if you don’t optimize all your assets for SERP visibility. Yet that video can help you sell more product.

Many wholesale suppliers and manufacturers, are focused on optimizing their product pages, but fail to focus on site assets that can also attract a lot of visitors. Information presented on your site such as product demos, how-to videos, newsletters, press releases, etc., are all great ways to attract prospects, acquire new customers and close the sale. However, if this information is not easy to find, it’s a missed opportunity. Below are some SEO tips that can help optimize your site assets for SERP visibility.

Select Specific Keywords for Product Pages: Include targeted keywords to make your page findable. The keywords should be highly specific and may contain some long-tailed terms.

Perform keyword research specifically around the topic of your videos or other important pages to help establish visitor intent. For example, a B2B supplier can optimize its web pages for target keywords like handbag collection video, jewelry product demo, footwear trends, etc.

Also optimize the product categories your customers are looking for. This approach allows the main pages of your site to rank well for general terms, while your product pages rank well for more specific search queries.

Optimize Individual Web Pages: Specific tactics may vary based on the format used to present the information. Below are some optimization tactics that might help:

  • Use keywords in the URL structure of the page that promotes the product. For instance, www.yoursite.com/fashionscarfvideo is more effective than www.yoursite.com/productvideodownload
  •  Use unique keywords in your page titles and Meta descriptions for all pages
  • Use keywords in your headings throughout your body copy
  •  Use keyword phrases in the text links throughout your body copy
  • Use accurate, keyword-rich ALT tags for all your images

Use Social Channels: A blog can give you the opportunity to add a lot of fresh content to your site, which is what the search engines like. You can get a lot more traffic and interest by posting up-to-date industry content. A company blog is also a good way to promote downloadable content. Ways to optimize your blog posts making them more visible in search results include:  providing a snippet of a press release, a downloadable video or a product whitepaper, etc. Consider using Facebook, Twitter, LinkedIn, YouTube and Google+ to promote all your informational assets.

Optimize Your Online Assets: Capitalize on all the online tools at your disposal (press releases, product demos, whitepapers and webinars) by using optimization tactics listed above. B2B marketers can actually have an advantage over consumer marketers due to the wide range of assets they can post. Informational pieces like product demos can provide a lot of SERP visibility.

Your goal is to not only get the main page of your website to rank well in search results, but for all your online assets to become visible as well. Google now crawls and displays universal results, including images, blogs, videos, news, etc., so take advantage of that. The more assets you post and optimize, the more opportunity your site has to get in front of your target audience.


Author:  Claudia Bruemmer

Claudia Bruemmer is a contributor to the TopTenWholesale Newsroom. Experience includes: Copy Editor SearchEngineLand (2012-present), Managing Editor ClickZ (1998-2001), Editor SearchEngineWatch (2007-2008) and freelance writer/editor since 2001 for SEMPO, ImediaConnection, SearchMarketingStandard, SearchEngineGuide, BruceClay and other sites. Prior to online work, Bruemmer was a Tech Writer for many years.

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