Our customized SEO projects for B2B IT companies adhere to four strategic pillars:
When creating this foundational content, we align it with Google’s latest “intent-based” Natural Language Processing (NLP) rollout, known as BERT. For B2B companies, orienting key sections of your website to BERT can lead to major competitive advantages (as discussed in this blog post we wrote for AMA Boston).
As an experienced IT marketer, you know that B2B buyers and decision influencers often begin their vendor-discovery searches for new software, services and products with an organic web search on Google. Google organic is an ideal, sustainable channel to implement your B2B strategy through onsite content marketing.
Our team at Saratoga B2B uses powerful SEO research techniques to identify your current content gaps, relative to your competition, which may be preventing your firm from reaching these prospects during the initial stage of the buying cycle. Organic search provides a steady stream of lead gen prospects and tremendous ROI to those firms that execute it successfully.
In our experience it’s quite common for a strong B2B technology website to obtain 50% or more of its visitors via the organic search channel. Converting as many of these qualified individual prospects into leads can be indispensable for your company’s short- and long-term growth, and is at the heart of Saratoga’s B2B SEO campaign strategy.
The projects we will engage in with your firm typically start with an initial discovery phase, drilling down into your core lines of business to map out a benchmark of where you are situated in Google search today – mapping out your strengths and weaknesses. We’ll take the time to better understand exactly what your company’s business plans and goals are, and how your digital marketing goals intersect with those plans. We’ll do a deep-dive competitive analysis, which will give us the content gap information to analyze where your competitors are outperforming you.
We’ll provide an extensive review of your site’s current content and site architecture/structure, using an array of specialized data analysis software. In particular, we look for opportunities for pilot projects to provide proofs of concept for sustainable plans which we can then scale up.
Concurrent with a review of your own site, we’ll perform an extensive competitive analysis of your major competitors, to give you a view of the digital landscape.
In the end, you’ll get an actionable plans to improve your site’s performance in organic search over the short term, while fitting any short-term initiatives within the framework of an overall longer-term strategic goal: achieving sustainable competitive advantages for your B2B lead generation over the long term.
Successful inbound marketing programs for B2B lead generation are all about producing useful content for your target audience. We’ve been doing just that for a combined 30 years, focusing squarely on IT audiences.
We’ll work with your marketing team to assess what content you already have, what can be retained or refreshed, and what needs to be developed. The goal is to have content for every step of the buyer’s journey – awareness, consideration, decision, retention – so you can deliver appropriate content for wherever potential buyers are in the process.
Our team will do the heavy lifting to produce a steady stream of pillar pages, cluster pages, blog posts, white papers, case studies, webinars, email campaigns, and more. And we’ll apply our expertise in search engine optimization (SEO) at every step, to help ensure potential customers can find content that’s relevant to them.
What’s more, many of the inbound marketing techniques we provide can easily be tied in to lead generation campaigns on LinkedIn, which we also can manage for you.
Writing: Working from background materials and the occasional interview with one of your subject matter experts (SMEs), we produce pillar pages, cluster pages, white papers, blog posts, case studies and more. Cluster pages and blog posts typically require just a 15-20-minute call with your SME. From that we can produce content ready for your review and approval. Pillar pages and white papers are likewise painless, requiring only slightly more time on the phone. We’ll produce an outline for your review, to make sure we’re on the same page, then a finished draft. It’s rare that the draft requires more than one round of edits, but if more is needed, we’ll do as many as it takes.
Editorial Calendars: Good content needs to be planned. Saratoga will work with your team to create an editorial calendar that reflects your marketing initiatives and product goals. It will also ensure you have content for every step of the buyer’s journey.
SEO: Ensuring your content is found in Google searches for the keywords and topics that are important to you requires it be written with SEO in mind. Content also needs to be posted with all the right tags, meta descriptions and more. With our SEO expertise, we’ll ensure your content is Google-friendly.
Lead Generation: The whole idea behind content marketing is to generate leads. Having a consistent stream of fresh content is a key component, but so are effective landing pages that convince visitors your content is valuable enough for them to part with an email address, a phone number or to engage with your chatbot. We’ll help you produce landing pages that convert visitors into leads.
Reporting & Analysis: We’ll keep a constant eye on your content to see what’s resonating best and what needs more work. Using our analysis and reporting tools, we’ll produce reports that show you the results your program is getting. And we’ll constantly refine the program to make it more effective, to keep the leads flowing.
Websites: It’s not unusual that a new content marketing program coincides with a website redesign. Saratoga can help you develop a website that clearly and succinctly articulates your value proposition.
For many B2B firms, an SEO project must take into account not only direct business competitors but also industry news sites, which often are among the biggest competitors for Google search engine results pages (SERP) real estate. Attempting to dislodge news sites can often be difficult, and lead to a drain on resources and budget. Saratoga employs dozens of filters in our SEO research to find search queries you can realistically compete for.
Our SEO research pays close attention to your business competitors that are performing well in organic search. We’ll identify patterns that may reveal how these companies are achieving strong results, and look for ways you can compete and improve your own strategy by learning from your strongest competitors. We will often recommend conducting pilot projects to test out different methods. These pilots often provide proof of concept, which can then guide us toward larger scalable actions.
Saratoga will also analyze your current backlink profile as part of our SEO game plan. A backlink profile is the list of sites that connect to yours, and their perceived authority relative to other sites within the same business sector. Google continues to confirm that backlinks are often one of the key factors used by its search algorithm to determine which search results it shows, in which order, on organic results pages.
During our SEO strategic review, we’ll pay special attention to the search queries that you already rank well for and make recommendations aimed at keeping your SERP dominance for these keywords and the larger business categories they belong to. We’ll look to identify the patterns that help explain your top successes. We’ll create pilot projects to test techniques found in these successful areas, to see if they can be migrated across other sectors of your business and website.
Saratoga’s principals have a long history producing technology content, dating to when they worked together at the award-winning newsweekly Network World. Learn more about Paul Desmond and Charley Spektor on our About Us page.
Let us know what your content marketing goals are, and we’ll propose a program that most effectively meets them.
An additional layer of our SEO services involves situations where you may want to highlight new technologies, products and services which are in the early adopter phase. Quickly translating your subject matter expertise and thought leadership onto your website in an SEO-friendly manner can set you up for years of dominance in organic search, providing a sustainable competitive advantage that grows in size as customer demand grows.
If you feel Saratoga B2B Group may be a good fit as an SEO business partner for your company, please get in touch – we appreciate the chance to speak with you and see if we are a good match.