6 common SEO mistakes B2Bs make (and how to fix them) - Cambridge Network

Search Engine Optimisation (SEO) is a great way for B2B companies to raise awareness of their brand and get more website traffic.

Your dream customers are using search engines every day to ask questions. They are looking for answers to help them solve their pain points.

But many B2B companies are making a set of common mistakes which are holding their SEO efforts back. Meaning searchers won’t find your website when they ask questions on Google.

In this post, we look at the 6 most common mistakes and how to fix them.

These mistakes are:

1. Not knowing their target customer
2. Direct competitors SEO competitors
3. Low-quality service or product pages
4. Content strategy lacks direction
5. Ignoring “zero volume” keywords
6. No internal education (don’t get buy-in)

Before we begin, this guide assumes you have done keyword research and have been trying to optimise your website already. If you haven’t done this, click on this link for a beginner’s guide to B2B SEO before reading below.

Mistake 1: Not knowing their target customer

This is potentially the most important step in a B2B SEO campaign. Without researching your target customer, you’ll go in the wrong direction.

You won’t know:

• What pain points does your customer have?
• How and where do they consume content online?
• What content can you create to help them?
• How do they buy products or services like yours?
• Who is the key decision maker in their organisation?
• Who is involved in the purchase process?

By speaking to your target customer,...

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