#two professionals at a client site disagreed on whether to do something and so I did it and then got told not to

[ballsballsbowls]

In case you think "best job I've ever had" means "good job," I walked through the door tonight and paused thoughtfully before I blurted out, in response to asking how my day was:

"I'm seriously considering running away and digging ditches for a living. Operating a forklift. Joining the circus. Anything to never speak to the people I am providing services for again."

[lakelandseo]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[epackingvietnam]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking

[bfxenon]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[nutrifami]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[xaydungtruonggia]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[ductrungnguyen87]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[camerasieunhovn]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[gamebazu]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/2MQKVTx

[kjt-lawyers]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[noithatotoaz]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[thanhtuandoan89]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[drummcarpentry]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[automationgeeks]

What's The Difference: Writing An Article Vs Writing A Blog Post - How Writers Can Earn More

Which is kind of the thing about most blogging advice.

Your service or product is your voice, Your area of expertise is your worldview.

Your interests and passions range across a whole inner landscape. It's a well fiction Writer. Relates to why readers get obsessed with books and authors, the things that keep the writer up at night. With that said, this also encourages people to find that core thread in their work -the questions you mention. I have one client with whom I always use the word article when talking about these pieces, and another with whom I use the word blog.

Time to raise my rates for the blog client and remember to use the word article when appropriate!

Not surprisingly, rates for my article client are a big bit higher than my blog client for quite similar work.

Danielle, there's nobody best thing to blog about if there were, every single blog will be about it, right? It's intending to depend on your experience and interests, and your research into whether a particular niche is easily monetized or not. Their audience doesn't care. However, a couple of us are sticklers for grammar and some not, Shivani…I know p bloggers who have a typo in every article, and are earning huge sums. With all that said... It depends on the audience. I'm sure it sounds familiar. I've even seen ebooks that are riddled with grammar and spelling quite a few more at $ 600- $ 2000, determined by length and complexity. Remember, where most writers are lucky to get $ 100 a post for blog posts and I recommend you try to make that your floor for blog writing article rates are usually a whole lot better.

One difference between a blog post and a magazine article is that blog posts often contain links to other posts on a company's site, that is a means of keeping the reader on the site for as long as possible.

They are written so that shows readers how they can benefit from these services, albeit these can be articles.

Articles for corporate blogs, for sake of example, often discuss some problem in the industry and after that illustrate how the company is working to solve it. I agree that posts are essentially articles and might be compensated as such, especially when you must have deep knowledge of a company or industry to write the material, the word blog sounds hipper. Blog posts are often written with the intention of convincing readers that they need a particular service offered by the company. Let me tell you something. These posts have great value to companies as they may result in thousands of dollars of business every time a tally new client is acquired and a sale is made. I think they thought they'd get a n of unqualified people if they knew who the employer was.

I responded to one ad once, for example, and it turned out to be a website owned by CBS. I agree quite a few there are scams, there can be legit reasons for not revealing the company. Recently, I got plenty of response to my call for freelance writers to stop writing blog posts. Lots of writers were confused about just what the difference is. That's not the dividing line. Shampa, look, there're certainly articles that lack interviews, and blog posts that have them. I mean technically, an article is in a magazine, and a blog post is on a blog…but the point of my article is that if you look for to be paid more for blogging, you have to do work more on the order of what you'd do for a typical article namely, interviews and more indepth research. Nonetheless, sEO focused junk writing will never pay well, and it's also a shrinking marketplace, would start moving away from the stigma of a blog post being a cheap fix. Here's what to do instead. It doesn't have to be complex. Normally, even simple sentences can be well written. As a result, I disagree with you on one point. For example, it's a really helpful post. We must always encourage people to write with correct spelling and grammar as that helps the case for clear writing. However, they presented interesting data. Posts got longer as bloggers sought to stand out and deliver more value, until 1000 words has become fairly standard, and 2000 word posts are not uncommon. Blog posts began to have more interviews. Nevertheless, sEO keywords' value lessened as Google cracked down on 'keywordstuffed' content. As blogs got more professional, lots of hired editors. Sometimes these get mixed by many who may consider it to be essentially identical. Very much interesting and enlightening comparison which most people often miss. Thanks and I going to be sharing. You see, this excellent write up will also what actually is expected of them as they take a venture. Notice that you also get the bonus of learning to report a story, that lays the groundwork for getting betterpaying articles in future, from businesses or magazines.

Have the advantage of giving you more impressive clips for your portfolio, loads of smaller daily papers pay in the $ 75- $ 100 range for short articles. I would like to ask you something. I am working on my autobiography and someone suggested that I do a blog instead but I have to find out whether that is the writer forum for my story plus how do I protect the rights to my story?

Will you not suggest writing an autobiography on a blog?

I come from a journalism background so I'm comfortable with the more traditional article approach.

I've tried doing some seo content writing and found it really difficult and not very enjoyable. Thanks for the clarification, it's really useful to be aware of this developing trend. We look for posts to be fun and easy to read, not stuffy and dry. We expect factual and wellsourced posts, not rambling rehashes of other people's work or wild conjecture, Accuracy and strong attention to detail are an absolute must. Now let me tell you something. It's a good idea to also be cognizant of online publishing realities and be able to use key search engine keywords in your posts and headlines without sounding robotic, you must have an ideal ear for language.

It's a high visibility opportunity and we are looking for the very best writing talent, that is why we pay a premium over other blogs. We look for to hear from you, Therefore if you think you are a great fit. I have recently started my own blog. Actually, I also write poetry. Also, how should I market that to my readers? I'm sure you heard about this. In order for me to get it up and running I've been doing some research. Should that also correlate to your blog, as far as the articles. Is it best to keep it to the theme of the blog or write about what interests you? So, my question for you is what really is better thing to blog about? I like the fact that you distinguished between an article and a blog. It must definitely stick to a niche, though all successful blogs do.

I have a couple resources to recommend on blogging I learned to build my blog from AList Blogging's Kickstart Your Blog course, and my How to Be a Well Paid Freelance Blogger e book is packed with tips on how to leverage your personal blog to get paying gigs from clients.

Your blog post has come out at the right time.

I am sure they need to be educated about the difference between blog post and article. Basically, I wish to say that all the time, those hire writers are not clear about exactly what they look for. It's more ‘blog post' type writing than article writing. Besides, I wouldn't expect to be well paid for this work type. Since you're not adding any value, simply recycling previously written biographies is more of a blog post.

Uneducated clients who don't really know these two forms been busy muddying up the conversation about them for years. That's made it hard for writers to define writing projects and bid them appropriately. Mostly, copyright attaches at the time of publication on your blog, and you can prove when you wrote it because of how blogs date things…and who is planning to steal your life story? I think most people who're blogging a book don't put it all on their blog they put parts of it, and similar parts are exclusive to the final book. For instance, probably not a huge concern. Lots of print magazines began posting copies of their articles online. They published more opiniondriven pieces from thought leaders. Some also put up blogs where they let writers hit the ‘publish' button on their own. That's interesting. Suddenly, magazine headlines needed to drive traffic, just like blogpost headlines, and headline styles evolved. Yes, that's right! On the 'articlewriting' side, there was also movement. Now look. They impress more of your client's customers.

Then the projects might be more successful, and those clients gonna be more going to hire you back to write more.

As long as they'll be happier with the results they get, it's a classic 'win' you can charge more at the start. I'm sure that the fact is, articles and articlestyle blog posts convey more authority. Do not send story clips as an attachment. Nonetheless, applications that do not meet shall not be considered really. Now regarding the aforementioned fact... Your email subject line must read gooseberry application followed by your full name or it may be deleted, when responding. Please also include three brief story ideas that meet the criteria outlined above so we can get a feeling of your understanding of the audience and the foregoing story guidelines. Your resume might be a single attachment to your email.

Please send your resume, a letter of interest, and clips to published samples of work that is of relevance to the individual biz space.

Blog posts are growing up they're increasingly not the ugly stepsister of articles.

Good news is, the convergence of blog posts and articles should offer writers better pay opportunities. They ought to pay more like the articles they often are. Yes, occasionally a real company wanders on there and posts, not this kind of a poor reputation with freelancers for offering up mostly junk. I know an awful lot of writers for whom $ 2K a month for writing one post a day would've been heaven, Amel! By the way, a long 'writeup' that does not contain any interview and is written about the achievements of some great personalities hereafter in that case, will this work be called an article or blog? Is interview necessary for an article? Oftentimes I know blog is a first person writeup but the write up I am talking about is in third person but is simply based upon biography so, how must I term it?

[gamebazu]

5 Ways to Use Search as a Growth Channel for B2B in 2021

Posted by Victor_Ijidola

Unlike B2C brands, B2B businesses are often characterized by:

low search volumes on Google.

high competition on scarcely available keywords.

And there’s evidence to support this — usually, where a seven-year-old B2C company is getting 500K visitors per month from SEO, a B2B brand the same age could be seeing only 15K visitors per month. (This is assuming all other things are equal.)

Check out the example below comparing Zola.com (a B2C brand) and Yiedify.com (B2B):

These two sites were founded around the same time (2013) and have been publishing lots of content. Yet, the difference in their traffic numbers makes it look like Yieldify hasn’t been doing much SEO, but that’s not the case.

For instance, when I used the MozBar to analyze the on-page optimization they did on their article about trust badges, I could tell they’re at least following basic SEO principles, like having focus keywords in their URL, page titles, headers, and meta descriptions:

I’d say they’ve not been terrible at optimizing their content for SEO — if they do optimize all their content like they did this one on trust badges.

My point here is: B2C and e-commerce businesses (usually) have way more opportunities in SEO than B2B, especially in terms of search traffic.

But while that is true, it’s also true that no matter how few the search visits, there are still a lot of opportunities in SEO for B2B businesses.

Most of the time, what B2B brands lose in search traffic, they make up in revenue — since their products/services are usually more expensive than those in B2C.

Long story short: there are opportunities for B2B companies in search, and here’s how to capitalize on them in the year ahead.

1. Start from bottom (not top) of funnel

Every funnel begins at the top, but if you want to generate results as quickly as possible, you should kick off your B2B SEO strategy targeting customers at the bottom of the funnel.

Ready-to-buy customers are already at the bottom of the funnel (BoFu), searching for information that’ll help them make a purchase decision. They’re often searching with keywords like:

“[industry] software”

“[industry] tools”

“[competitor] alternatives”

“Is [competitor] a good product/service?”

As a smart marketer, your strategy should be to prioritize reaching them with the bottom of funnel content they’re looking for.

You probably know what BoFu content looks like, but just so we’re on the same page as to what it really is, see these examples of BoFu content from SocialPilot ranking on page one:

I’m not affiliated with SocialPilot, so I don’t know if they kicked off their SEO content marketing with these BoFu topics (search terms).

But if they did, chances are they experienced quick success (in terms of relevant product awareness and sign-ups), since the articles are ranking on Google’s front page for searchers looking for “Buffer alternatives”.

Bottom line is, as a B2B brand, you’ll be better off prioritizing BoFu topics in your SEO strategy. It’s a much better approach than starting all the way at the top of the funnel, which would be targeting searchers who aren’t ready to make a purchase (or sign-up) decision.

But shouldn’t you start with top of funnel content, since that’s where buyers start their journey?

If you think your strategy should be to first target visitors at the top of the funnel (ToFu), you’re probably assuming that your prospects will first consume your ToFu content before ever getting to the bottom.

That’s hardly ever the case in real life. What often happens is:

A prospective customer knows they have a problem

They search Google for a solution

Google shows them multiple solutions on page one

They read reviews and supporting information to help them make a purchase decision

They make a decision to either buy or not buy

If you think back to the last purchase decision you made, this was probably the route you took.

So it’s not all the time that buyers will start reading your top of funnel content, discover your product, and then decide to start consuming your BoFu content. Sometimes they’re already at BoFu and all it’d take to convince them to buy your product is the right BoFu content.

2. Make your content t-shaped (for demand and lead generation)

You’re probably thinking, “what’s t-shaped content?”. Allow me to explain.

At my agency (Premium Content Shop), we use “t-shaped content” to describe the type of content that performs two functions at the same time:

It provides real value to your ideal prospects

AND

Generates relevant organic traffic, demand, and quality leads for your business.

This little illustration below should help you better understand what our “t-shaped content framework” means:

In practice, this is an example of t-shaped content from Mailshake:

Right after the fifth paragraph of the article, they introduce a CTA:

This is a t-shaped content piece because:

The guide is focused on helping Mailshake’s potential customers — “cold emailers”

The guide is designed to use the CTA to generate demand and leads for Mailshake

I often advise clients not to introduce anything about their product/service until readers have scrolled about 40% into the content they’re consuming, just to avoid coming across as overly promotional. And I’m not saying putting your CTA that early in an article could never work — it could — but your readers should feel like you're prioritizing them getting value from the content over trying to sell your own stuff right off the bat.

In any case, creating and ranking t-shaped content helps you achieve two objectives:

Build a brand that people trust.

Create awareness and generate leads for your product.

3. Don’t just rank content — rank “from-field-experience” content

One reason SEO gets a bad rap, especially among B2B marketers, is the sheer amount of low-quality B2B content that’s ranking on page one in the SERPs. And that’s because, while Google’s algorithm is able to determine search-friendly content, it’s currently not able to see if a page is relevant for a searcher, at least from a human perspective.

So, it ends up ranking content on page one that meets Google’s ranking standards, but not always the searcher’s standards.

As a B2B marketer, you don’t just want to meet Google’s requirements and rank on page one. You need your content to rank AND impress your audience well enough to convert them into leads.

How do you do that? You need to write like professionals speaking to professionals.

Usually, this means you need to see what other industry professionals are saying or have published on any given topic and spell out:

What you agree with

What you disagree with

What you want to change about how something is currently done

How you want it to change or change it

Derek Gleason of CXL mirrors the same idea in a recent tweet:

And as an expert in your field, this is a no-brainer: you’ll almost always have a different opinion to share about popular topics in your industry.

For instance, as an SEO expert, you most likely have fact-based opinions about topics like Google ranking factors, B2B marketing, technical SEO, etc. This knowledge you have about all the topics in your industry is “from-field-experience” ideas that’ll help you connect with customers on a deeper level.

And when you’re creating content based on your original opinions, experience, thoughts, or convictions, you won’t be sounding like everyone else and your content will stand out. Even if it’s similar to other competitors’ content, it’ll still have your original ideas.

But how do your original ideas impact revenue or growth?

Your clients aren't all at the bottom of the funnel. While I’ve advised kicking off your SEO marketing strategy by addressing BoFu topics, many of your potential buyers are still at the top and middle of the funnel.

This means, at the stage where they’re reading your “from-field-experience” content, they’re not even thinking about your product at all. But with the right type of content — with your original thoughts and ideas, you can move them from the top/middle to the bottom of the funnel.

So, if they’ve been consuming your ToFu content for any amount of time, your brand will get their attention better when it’s time for them to consider making a purchase decision.

And yes, they’ll ultimately make a decision based on reviews and other BoFu content, but your ToFu and MoFu content will help you develop authority and trust with potential customers. This will often give you a leg up on your competitors when it’s time for ToFu/MoFu prospects to make a decision.

For example, Dom Kent of Mio once shared how people in the collaboration industry keep finding Mio whenever they search for anything related to their industry; that’s one example of what ToFu and MoFu content does for your brand.

It's like when you Google something about sales management, and Close’s content keeps showing up. When it’s time to buy — or even just recommend — a sales management tool, guess which product you’ll think of? That’s right, Close. It doesn’t always mean you’ll sign up for Close, but that’s at least one of the brands you’d think of first.

4. Avoid covering too many basic topics

Often in B2B, your ideal buyers are experienced professionals. This means that most of the time, they don't need content on the basic topics that entry-level employees might.

If they're sales leaders, for instance, they seldom search for content on basic topics like "what is a sales script" or "how does CRM work?".

You're better off covering more important and sophisticated topics — regardless of whether those topics have high search volume or not.

For instance, CRM provider Copper currently ranks for “cold call script to get appointment”.

It’s a long-tail keyword with only about 500 searches per month.

The low search volume may look unattractive on the surface, but Copper’s target customers are the ones searching for it, and that’s more important than them ranking for a high search volume keyword like “what’s a sales pipeline?” that doesn’t frequently get searched by those customers.

During your keyword research phase, it’s easy to get distracted by high search volume keywords that your target audience barely ever searches for on Google. Move past that distraction and focus on creating content for keywords your target buyers need content on — even if those keywords have low search volumes.

5. Take care of your technical SEO

In my first four points, I covered things you need to know about high-quality content creation and the content strategy side of SEO, but I haven’t forgotten about the technical side.

You need to pay attention to technical SEO as well, as it can make or break the opportunities any B2B website can get from search. :

Here are the most important parts of tech SEO that you should get in the habit of checking:

HTML tags: Your HTML tags help search engines understand what’s on your page. See it this way: you understand English (and any other language you speak), search engine algorithms understand HTML tags (plus human language).

Meta descriptions: These help search engines understand the content of your web pages even more. It’s basically the summary of your content, showing searchers and search engines a quick overview of what’s on your web pages.

SEO-friendly URL: This one is often considered a “minor Google ranking factor” by many (if not most) search marketers. But even if it increases your chances of ranking by .5%, it’s still important. So optimize your URLs to make them SEO-friendly. This means you need to make sure they contain the target keywords you’re trying to rank for on any page.

User experience (UX): This includes site speed, navigation, accessibility (for visitors from PC and mobile devices), and everything else that makes your content and web pages easy to use for searchers. Google’s algorithm has been built to be powerful enough to determine which pages have good UX, so you need to make sure your pages are easy to use, navigate, and access.

Backlinks: They may be last on the list here, but backlinks are easily one of the most important ranking factors you need to pay careful attention to. As you know, the more backlinks you get, the stronger your chances of ranking.

In conclusion

There are a lot of opportunities in SEO for B2B companies — even though the search volumes are often low. I’ve covered what you’d need to use search to your advantage as a B2B marketer.

To recap, you should kick-off your SEO and content marketing by targeting BoFu prospects. And make your content T-shaped, so that it benefits your audience and business at the same time.

Also, don’t just rank content for organic search traffic, rank with “from-field-experience” content/ideas; this will help you generate demand and quality leads as readers will be drawn to your expertise.

And then avoid covering too many basic topics, especially when your target buyers are experienced professionals or C-level decision-makers. Finally, pay attention to the technical side of SEO, too; it can make or break your entire search engine optimization efforts.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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