Our B2B SEO agency’s field-tested solutions to improve your website’s Google rankings
Driving B2B Lead Generation Results Through Website Optimization
There are four key strategic pillars to our agency’s customized SEO campaigns for IT firms and other B2B companies:
- Keyword research to identify the core areas where you may be able to earn higher rankings for search queries used by IT decision makers;
- Competitive analysis to uncover gaps to fill that could improve your Google rankings for core search queries which are material to your business;
- The creation of subject-matter-expert cornerstone content, including pillar pages (aka content hubs), cluster pages (aka spoke pages), blog post series, thought-leadership articles, expert-practitioner content, technical white papers, solution briefs, customer success stories and other formats – infused with SEO expertise;
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 the key sections of your website to BERT can lead to major competitive advantages (see Saratoga’s recent AMA Boston blog post for our tips on how to use Google Search Console and other tools to help implement data-driven decisions regarding BERT).
- The seamless execution of our campaigns while working with you and your internal team and stakeholders – with continuous data-driven monitoring and analysis during all campaigns to adjust and improve them once they roll out.
Learn about our Google Page 1 customer success stories
Discover how Saratoga B2B can help deliver Marketing Qualified Leads to your website from Google organic search
Listen to our B2B SEO podcast with Meghan McGrath, president-elect of American Marketing Association-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 this initial stage of their buying cycle. Organic search provides a steady stream of lead gen prospects and tremendous ROI to those firms which execute it successfully.
In our business 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 your 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 the plans. We’ll do a deep-dive competitive analysis, which will give us the content gap information to analyze where your competitors are outperforming your firm.
We’ll provide an extensive review of your site’s current content and site architecture/structure. We’ll be looking in particular to discover ideas for jump-starting pilot projects that will provide proofs of concept for sustainable plans which we can then scale up for your business. We utilize a wide array of specialized data-analysis software to identify these opportunities which quantify end users’ queries in Google.
As we’ve noted, concurrent with a review of your own site, we’ll perform an extensive competitive analysis of your major competitors, to put together a roadmap that outlines your current digital landscape.
We’ll present 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.
Our B2B SEO Services: Creating quality B2B content to boost your inbound marketing
Our 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 B2B SEO agency team will do the heavy lifting to produce a steady stream of blog posts, white papers, case studies, webinars, email campaigns, press releases 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 white papers, blog posts, case studies and more. Blog posts typically require just a 15-20-minute call with your SME. From that we can produce a blog post ready for your review and approval. 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, while also providing a “deeper dive” for those who want it.
Technical SEO Analysis
Alongside our onpage SEO, Saratoga can also audit your website’s underlying technical structure. Technical issues related to your site can often affect its performance in search engine results. A technical audit will often be able to uncover factors which may be creating a sub-optimal performance.
For example, the speed at which your pages render in browsers, particularly on mobile devices, is now an important ranking factor in Google’s algorithm. So is the quality and quantity of your site’s overall content. If Google determines a large percentage of pages on your site contain low-quality “thin” content, the overall performance of the site in organic search may be downgraded.
Saratoga will undertake several components of a technical audit as part of our standard engagements, and we offer full-scale tech audits as well, which will incorporate page speed analysis, thin content analysis and many other in-depth analyses, including:
- URL site structure, including home page, category, sub-category and product or informational pages
- Internal linking structure issues, including:
- Lack of coherent internal crosslinking, especially between clusters of pages with related content and links to and from key pages, such as the home page
- Broken links to internal and external pages
- Orphan pages that don’t link to any other pages
- Page indexation issues (e.g., inadvertent blocking code in robots.txt file, or no-index meta tags)
- Title tag naming inadequacies, including pages with no title tags, duplicate title tags or titles with weak descriptions of what’s on the page
- Duplicate content issues
- Duplicate meta descriptions
- Duplicate body content
- Duplicate title tags
- HTTP Status Code Errors, including 3xx redirect issues and 4xx and 5xx errors
- Thin content page issues
- Crawl budget review issues
- Canonical tag issues
- Paginated pages issues
- Parameter settings issues
- Schema markup issues
- Sub-domain setup issues
- XML sitemap implementation errors, or lack of an XML sitemap
- Meta description weaknesses, including where no description exists (this impacts click-through rate from search to website)
- Mobile-friendly optimization issues
- Page speed issues
Read Our 2019 B2B Lead Gen Case Study for Tech Firm Indico
Read Our 2020 B2B Lead Gen Case Study for Tech Firm Indico
Data sources we utilize in our SEO analyses include:
GSC provides a wealth of data about who is actually visiting your site. GSC data we factor into our optimization efforts includes:
- Current search queries for which you are receiving traffic
- Queries for which you are showing up in search results but not enjoying a strong click-through rate
- Pages that are being shown in the highest positions in organic search for key queries
- The relative performance of branded and non-branded searches
- Much more
Organic traffic data we examine includes:
- Landing page distributions
- Navigation summaries for key pages, including “prior page” and “next page” analysis
- Exit and bounce rates
- Dozens of other metrics and dimensions, to understand your site’s current performance
We also will use this data to create a series of content clusters, to determine “thematically” where you have low and high search visibility. This is a major component of the data we’ll use to identify opportunities to improve search results
(If you don’t have Google Search Console or Analytics set up, that will be one of the first orders of business that Saratoga will help you take care of.)
In addition to GSC and GA, Saratoga utilizes an array of other research and performance monitoring tools, particularly to analyze competitors’ sites, for which Google tools do not provide direct insight.
Our multi-sourced data analysis approach gives Saratoga a robust business analytics overview of you and your competitors’ search universe.
Also included in our search for new ranking opportunities is extensive research and activities regarding Google’s ever-expanding “position zero” in SERPs – the featured snippets, card lists and answer boxes that appear at the top of organic results. We will also investigate opportunities where videos can create new options for increased visibility, whether in YouTube, Google, or other search engines.
We combine all these data sources and produce actionable reports to help prioritize decision-making. We’ll look to identify low-hanging fruit, such as search queries where your average rankings are at the bottom of page 1 or top of page 2, and where there is sufficient volume to make the business case for taking action to boost these rankings.
Major components of our SEO planning include:
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 does pay extremely close attention to your business competitors which 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 that determines which search results it shows, in which order, on organic results pages.
We will carefully review your backlinks, and those of your competitors, to see how you stack up. We’ll identify realistic, cost-effective opportunities to improve your backlink profile, if it appears that this could further tilt the organic search odds in your favor.
Keeping your Winners Winning
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.
Long experience in B2B technology content
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.
SEO to Earn “First Mover” Status
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 adopters 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.
Comprehensive search engine optimization (SEO) services to ensure prospects and current customers find your company in organic search. Our campaigns follow a project-based process: