When it comes to SEO, B2B companies can sometimes feel like they’re missing out. With generally smaller and more niche target audiences than B2C businesses, the usual bread and butter SEO strategies can seem like a waste of time.
It’s perhaps unsurprising then, that local SEO is often overlooked in B2B marketing, but it can hugely enhance your visibility amongst your target audience and provide a big boost to your lead generation efforts if done right.
While many B2B companies focus on broad-reaching strategies, optimising for local search can be a game-changer, particularly for those with a regional client base or a need to hone in on specific markets.
Let’s dive into some local SEO strategies that will help your B2B brand shine in your market.
Put your business on the map – literally
First things first, have you claimed your Google Business Profile yet? This is the cornerstone of any local SEO strategy. It gives your business its own panel in Google’s search results and allows it to appear on Google Maps, building credibility and providing potential clients with a quick rundown of your business’s key information and contact details.
Once you’ve claimed your profile, ensure that all your business’s information is accurate, especially if a profile has already been auto-generated for you. Then, add a well-crafted business description that highlights your services and includes relevant keywords. Choose the most relevant categories for your business, adding any attributes that might help you stand out from the crowd.
Keep your keywords local
If your business is all about serving a specific area, then make sure to highlight this in your SEO. Use a tool like Semrush or Google Keyword Planner to find the most relevant and searched for keywords in your industry, then add your local geographic modifiers. A simple example would be using “B2B marketing Manchester” as your keyword instead of just “B2B marketing”.
Once you have your keywords, put them to work by incorporating them into your website’s content and metadata. If your company serves multiple locations, consider creating dedicated service pages for each one, so every area has localised content tailored specifically to them.
Make reviews work for you
Reviews aren’t just for the latest films in the cinema! B2B companies can seriously benefit from good reviews, too. After a successful project, politely ask your clients to leave a review. Give them an easy-to-use link, so they don’t have to jump through hoops.
Whether you receive a positive review or one that’s a bit more… constructive, always make sure to respond. Highlight any positives and professionally address any negatives – it’s a great way to show that you care about your clients. Also, don’t be afraid to showcase your most glowing reviews on your website.
Build local listings and backlinks
At first glance, local citations and directory listings might sound unglamorous or outdated, but they’re still going strong and can be worth their weight in gold for B2B SEO. Beyond Google, make sure you’re listed on relevant directories like Yelp, Yellow Pages, and any industry-specific ones too.
Next, ensure that your NAP is consistent – and we don’t mean having a mid-afternoon snooze! Your NAP (Name, Address and Phone number) should be identical across every directory, as discrepancies can hurt your local search rankings and confuse potential leads.
Another key focus is backlinks – links on other websites that lead users back to your site. Team up with businesses for sponsorships or events to build valuable local backlinks, and if your business has done something worth shouting about, sending out a press release to the local media is another great way to get the backlinks rolling in. Writing guest posts for local industry blogs or publications also builds your backlink profile while establishing yourself as a local expert.
Craft content that connects locally
You’ve probably heard that ‘content is king’, and this is just as true in local SEO. So, craft content tailored to your local audience. This might involve writing blog posts about local industry events, developing case studies featuring local clients, or engaging in local media opportunities like interviews or podcasts.
Get the most out of your content by repurposing it in a variety of different ways, whether it’s publishing it on your website, sharing it as a series of social media posts, or sending it out as part of an email campaign.
Local SEO might not have the glitz and glam of some other marketing strategies, but for B2B companies, it’s an absolute must. Follow our top tips to get your local SEO right, and your B2B brand will be positioned right where it needs to be – which is directly in front of your target audience!
Is your SEO where it needs to be? Embrace Marketing is a specialist outsourced marketing agency. We’re a unique hybrid, as our team combines both in-house and agency skills and expertise. Email hello@weareembrace.com for an initial chat.
This latest thinking article was written by:
Jack Lenton
Content Manager
