Difference Between SEO for B2B vs. B2C

Difference Between SEO for B2C E-commerce and B2B websites.

This video discusses a question we get asked often, what is the difference between SEO for B2C E-Commerce websites and SEO for B2B websites. B2C is whenever you have a product you’re selling online where B2B is when you’re selling to other businesses. So typically there is not a big difference between B2C and B2B SEO. Let’s dive deeper into the differences and the how to optimize for each.

B2B SEO

We will focus specifically on Google, because they control the market right now. The underlying foundation of Google as a search engine is that you’ve got to have good content and great links because Google still works on links. For B2B SEO the four main things to focus on are:

  1. Great links – Which basically helps you with popularizing and getting ranked higher.
  2. You have to have great content which is your on page optimization.
  3. You have to have great on page engagement objects like videos, reviews or any other kind of content, such as case studies for example
  4. The last thing is to focus on the technical SEO side.

Keyword Intent

So now when you are planning for SEO for B2B, the first thing you have to do is look for keyword intent. Gone are the days where you’re optimizing for each keyword. Instead what you do is create buckets of keywords which is based on your keyboard intent. Remember we are playing in a natural language processing machine learning kind of a world. What that means is not that it is not just one keyword but the set of keywords which is focused on that certain topic. Those set of keywrods is what is going to help you rank better. So for example, let’s say an online software like a SAAS product and inside of SAAS you have five different product features. So now what you do is you create keyword buckets around those five features And each keyword bucket can add 10 or 15 different keywords. This is known as optimizing for intent based keyword searches. Once you optimize that and you write beautiful, great content then this is where B2B SEO can score over B2C SEO. B2B can create really deep content which can help with search snippets, people also ask and other types of search queries. When it comes to B2B SEO of course you’re optimizing for your home page, your product pages, your feature pages, about us, your case studies, your sign up forms. All of those page features and content pages. The beauty is you can write great content, some way where you can go broader in your product line and deeper, remember that. That’s really what B2B SEO is all about.

Link Building

Don’t forget about your links! Links are not going to go away. So build beautiful links and at the same time have your server side settings optimized, which is your technical SEO . A lot of times in B2B SEO, you may be running a free book or for example you have some webinar going on and you create a page. After the webinar is done somebody forgets to take that page out. This creates a big issue when it comes to B2B SEO, you don’t want to have all your pages on your server and then forget to maintain it. Everyone gets a certain crawl budget which means that the Google bot comes to your server and they crawl a certain amount of pages. Now if you have less pages what that means is only the most relevant pages get crawled by Google. This is why it’s important to maintain your B2B pages. Let’s move on to SEO for E-commerce.

SEO for B2C E-commerce

Now this is actually much easier, in my point of view then doing B2B SEO. The reason is that most of the products are driven from a database so you can apply a lot of dynamic SEO principles when it comes to SEO e-commerce websites. In E-commerce websites you can have thousands, maybe hundreds of thousands or even millions of pages. What that means is you’re not going to do SEO for each and every page but you’re going to apply dynamically where you’re setting a certain barometer in your CMS system And then it gets applied to all the pages across the site.

Duplicate Content

Now in B2C sites one of the biggest things we have seen is duplicate content. Duplicate content is a big issue as well as broken links and dynamic queries. So for example in the B2C side if you have a product line for watches, for example. If you have watches from say a certain manufacturer, that manufacturer can have 50 different models and you can navigate to that. What section from three different ways either to brand search, dropdown down for example or through a model number or through the company name or whatever that is. Or maybe you know what type of a watch it is you know. Since there are multiple ways to navigate to the product, what it ends up creating is it ends up creating duplicate content, so as an SEO that is a super critical thing.

Optimizing Descriptions

Description is another place where we have seen that most companies use the standard description that comes from the manufacturer. When it comes from the manufacturer, remember there are hundreds of sites which are using the same description. The server side and all the technical SEO is also super critical when it comes to B2C SEO. This means not just the dynamic queries but making sure that the redirects are happening. It’s at the server level so it’s a permanent redirect. Another critical component is on page optimizations.

Remember your affiliates are going to drive a lot of links for you, so it’s important to keep track of who’s actually selling your products. Also important are your social signals, how you are listed, your review sites and all of those other things when it comes to B2C SEO.


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