Search engine optimization (SEO) and search engine advertising (SEA) are used for targeted search engine marketing (SEM). Six tips illustrate how B2B-focused companies can increase their conversion rate with the help of meaningful SEO and SEA measures.
In order to be able to operate search engine marketing in the best possible way, companies nowadays should know and master the areas of SEO and SEA down to the smallest details. Each individual measure within the two online marketing categories stands for itself and, if implemented correctly, can significantly increase the company's success. The following six methods help to optimally reach the company-specific target group and to make processes more efficient.
SEA, reaching the target group through targeted advertising
1. Make account structure granular
In order to increase the conversion rate - i.e. the number of actual purchases in relation to website visitors - search engine advertising should only address the actually relevant target group. To ensure this relevance, a small-scale ad structure helps. Even if search terms are similar on the user side, the intention behind them can be completely different. An example: someone who uses “Controlling software test” as a search term is very likely pursuing a different goal than someone who enters “Controlling software price comparison”. The goal should be to direct both search queries to the pages relevant to your concern. If both end up on the same page, the result may not be equally appropriate.
2. High-performance SEA landing pages
The relevance of the landing page on which the customer lands is essential for the further course of the interaction. If it is not convincing, the customer may very well leave it, without buying. In principle, the landing page is nothing more than an extension of the advertisement and should continue its content one to one. This is the only way to ensure that the customer is not slowed down in his potential purchase project. So how does the whole thing have to be implemented in practice in order to increase the conversion rate? The prospect's click should be directed to the page that matches the search query. This makes a purchase as easy as possible for him and he is guided to his destination without great detours. If CTAs (call-to-actions) are set properly, they can drive the purchase closer. Three other points also play an important role here: The design of the website should be clear and uniform and correspond to the corporate identity in order to ensure a uniform and serious image. The content is just as important. This must be clearly understandable and offer added value. Finally, the website must not load too slowly. Because if the speed is too slow, the visitor quickly loses patience and the company may lose a valuable buyer.
3. Traffic qualification
With the so-called traffic qualification, the SEA specialist directs potential buyers to the company website with the help of certain additional terms. In practice, this means for a software provider that he does not use “controlling software” but “controlling software for corporations” as a keyword. By addressing the target group relevant for the company, maximum visibility is generated. Ultimately, this leads to an increase in the number of actual buying customers (keyword conversion rate).
SEO, How to use search engine optimization profitably?
4. Accurate and continuous monitoring
If you want to achieve long-term success with your SEO strategy, a continuous evaluation of the conversions is essential. The central question: How are purchases or other conversion goals currently being generated? Only with this knowledge can further steps and actions be planned successfully. But not only the conversions are relevant. The timing of possible jumps and their rate are also essential factors for the SEO specialist. Who leaves the company website for what reason? Only if you specifically observe and analyze these processes can you react to developments with a corresponding strategy adjustment. The reasons for a jump can be of very different types. So it is conceivable that a certain product has lost or even gained in popularity, a new competitor has entered the market or Google algorithms have been revised. Only those who know the causes of changes can adapt the content on the webpage.
5. SEO business intelligence as an automated solution
A long-term SEO strategy is ideally based on BI tools that help companies to sort the complex and diverse amounts of data in reports. This makes the data understandable for the company and can be used for a strategy. Automated business intelligence solutions support the intensive and detailed gain of knowledge. The resulting holistic 360-degree deep dives are an optimal basis for an SEO strategy. The advantages are obvious: Such a procedure not only ensures the possibility of adapting the measures to current developments, but also increases the efficiency and quality of the measures.
6. Understand the target audience better through data
Thanks to digitization, customers nowadays expect companies to be addressed individually. This fact is particularly important in the areas of Marketing & Sales, because in order to be able to address customers individually, the company must have appropriate information and data about the target group. Only this ultimately allows a relevant conclusion about the target group, from which a company can derive an SEO strategy for the most personal address possible and the creation of effective landing pages. Data also allows conclusions to be drawn about the target groups that provide the company with the highest return on investment (ROI), a key point for the effective use of search engine marketing.