Get a handle on SEO and get results with your website

5 proven SEO strategies that drive visibility and growth for B2B companies

As a tech company, you know how important it is to measure and document the results of your investments. This also applies to your digital presence and search engine optimisation (SEO). It's not just about getting traffic - it's about attracting the right kind of visitors. The ones who need your solutions.

In this article, we review five concrete and proven SEO strategies that can help drive more relevant traffic, increase sales and make your business more visible online.

1. Build a strong technical SEO structure

Technical SEO sounds like something to geek out about behind the scenes - and it is. But it's actually where your foundation for visibility is laid.

Google bots need to be able to read and index your website without problems. If there are errors in the structure, or if your site is slow or messy, you risk losing both visibility and traffic.

Important elements of technical SEO you should check regularly:

• Speed: Heavy pages and many external scripts can slow down your website. Use tools like Google PageSpeed Insights to identify bottlenecks.
• Mobile friendliness: Responsive design is no longer a luxury - it's a necessity. Mobile users and search engines demand it.
• Structured data (Schema.org): Using structured data helps Google better understand your content. It can give you rich snippets in search results.
• Crawling and indexing: Make sure your most important pages get indexed. Use Google Search Console to monitor error pages and crawl issues.

As a tech company, you probably already have a webmaster or partner that handles this - but make sure it gets done. SEO starts here.

2. Focus on the user experience (UX)

Google doesn't just rate content and technology. They also measure how users interact with your website. Do they click away quickly? Do they scroll? Do they click on? All of this is recorded.

So how do you improve the user experience?

• Make navigation simple and logical: Users - and search engines - love structure. Avoid cluttered menus and confusing sub-menus.
• Serve answers quickly: Every page must answer one clear question. Does the customer need to understand how your machine learning solution optimises a process? Explain it without detours.
• Design with purpose: There should be a clear CTA (Call to Action) on every page. What do you want the user to do? Book a demo? Download a technical specification?

A simple layout, fast load time and professional design don't just enhance the user experience - they also improve your SEO score.

3. Create valuable and targeted content

Content is still king, even in 2024, but it needs to be thoughtful and relevant. For you as a B2B tech company, it's not about filling the page with blog posts for SEO's sake, but about offering useful knowledge that brings visitors closer to a purchase or contact.

Examples of good B2B content with SEO value:

• Case studies: Show how your solution has created real results for a customer.
• Technical guides: Explain advanced processes or technologies in an understandable way.
• Comparison articles: How does your solution stand out from the competition?
• SEO-optimised FAQs: Capture the most frequently asked questions from your customers - and put the answers online.

Always make sure your content is keyword-optimised without appearing unnatural. Use relevant terms that your customers know and use - not necessarily what Google suggests. These are the people you're writing for.

4. Scale your authority with quality links

Backlinks - links from other websites to yours - act as recommendations in Google's eyes. The more relevant and trustworthy sites that link to you, the higher you rank in the search results.

How to build a healthy link profile:

• Guest blogging: Write articles for partners or industry organisations' blogs.
• Collaboration with suppliers: Ask them to include a link to you as a partner or collaborator.
• Press coverage: Have you launched something new? A new software, an advanced product or achieved a milestone? Share it with relevant media.
• Industry registries and networks: Get your business listed in B2B networks and industry directories with a link profile that Google recognises.

Quality is more important than quantity. One link from a niche media with high professional credibility counts much more than ten links from random blogs.

5. Measure and optimise continuously

You probably already know that engineering principles are rarely ”set and forget”. The same goes for SEO. Even the best optimised site requires constant tweaking, testing and follow-up.

Here's what you should measure on an ongoing basis:

• Organic traffic: How many visitors come via Google? Do the numbers increase over time?
• Bounce rate: Are people clicking away without interaction? Then your content (or targeting) might be wrong.
• Keyword positions: How does your website rank on the most important keywords?
• Conversion rate: How many of your visitors end up doing what you want them to do (e.g. contact, demo or buy)?

Use tools like Google Analytics and Google Search Console to keep up. There are also alternatives for organisations with high data security and GDPR compliance requirements.

Think SEO as a central part of your digital strategy

SEO isn't just something you add on at the end. It's a fundamental discipline that should be part of your entire digital setup - from development and design to marketing and lead generation.

We work daily with tech-heavy B2B companies that need to communicate something very complex in a simple and effective way. We know how to build a website structure that meets both your customers' needs and Google's algorithm. And we know how to make your unique strengths rank high in search results.

Are you at a point where your current online visibility isn't delivering the growth you want? Then let's have a non-committal chat. Maybe the way forward is a simple optimisation. Maybe it's time for a more fundamental boost.

But one thing is certain: search engines are constantly evolving - and so should you.