difference between business-to-business SEO and Business-to-consumer

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(1) There are different Web site optimization Objectives for both the Business-to-consumer and the business-to-business

Of course, the ultimate goal of both the business and Business-to-business Web site optimization is to increase sales, where there is no difference between the Business-to-consumer and the business-to-business, but on site optimization, the Web site is typically designed to increase the rate of per capita access. The ideal state is when the user discovers the site through the search engine, from the landing page guide into the site set the channel, the final completion of the shopping process. However, this is impractical for B-to-b's corporate web site, and business-to-business buyers are not usually able to complete the entire purchase process on the site, so business-to-business Web site optimization goals are not immediate sales, and more are attracting buyers to include your business in its preferred vendor shortlist. The conversion rate in the business-to-business domain is not usually done immediately, and in the optimization of business-to-business websites, it is only a start to make the site available to buyers.

(2) Increasing user stickiness is important for business-to-business websites to improve conversion rates

Business-to-business websites should focus on "stickiness", allowing buyers to stay on the site longer, more in-depth access to Web pages and other related content, so as to establish buyers trust in the site. One of the biggest determinants of a professional business-to-business buyer is risk, in other words, he's afraid to make a wrong decision. Therefore, one of the main objectives of business-to-business buyers looking at websites is to evaluate the products offered by enterprises and enterprises. Make sure that when the buyer arrives at the landing page of the site, the link to the content of other pages can help build the credibility of the business, so that buyers take the business into account.

(3) The content of each Web page of business-to-business Enterprise is more important

The importance of the content of business-to-business Web sites not only has an important impact on the ranking of search engines, but is also important to buyers, and copywriting must be persuasive.

While the persuasive power of the Chinese case on the Web site is also important, the typical customer is a retail investor who is interested in product specifications, colors, offers, or some of the more exaggerated compliments about the product's role, but a commercial buyer is driven by a risk-averse mindset, Just because the price of a product is low doesn't mean you are his best and most suitable supplier, and business-to-business buyers will do more research in a procurement process. Therefore, in order to allow buyers to go to any page of the site, can build trust in the enterprise, it is necessary to the site all the content of the Web page carefully designed and not only one or two important pages.

(4) Understand the search engines used by potential buyers of business-to-business websites

People in different countries like to use different search engines, and different search engine algorithms and ranking rules are different. For example, Baidu and Google, Baidu has artificial participation in editing, Google is fully automated, and for Google's optimization and Baidu's optimization is a little different. But because the search engine algorithm is basically not very different, so to Google to optimize the site in other search engine performance will be very good. Also, as vertical search engines become more popular, be aware of which vertical search engines your potential buyers like to use, and take action to make your site a better exposure in these vertical search engines.

(5) Search keyword diversity for business-to-business buyers

In the field of business, a typical sales process can be as short as 10-20 minutes from search to purchase, but in a business-to-business world, a purchase process lasts for months or even a year. This is because more detailed scrutiny is required at all stages of the B-to-b procurement process, during which the same buyer may conduct different surveys, each with different goals and different keywords.

In the first phase of the purchase process (the search phase), the buyer is looking for a different candidate, at which point he may use the generic keyword associated with the product and service to look for a candidate to form a shortlist. Then, at the evaluation stage, the buyer's focus is on finding potential suppliers to investigate the details of the product and service, different search keyword terms will be used at different stages, and different sites will be found, and different vendors will be discovered, which may crowd out candidates who have been replaced. Therefore, in Business-to-business Search engine optimization (SEO), learn about the search keywords used by potential customers at different stages of the procurement process, and if you can understand them, you can not only make your corporate website available at the beginning of the purchase, but also consolidate your position in the different search phases of the entire process of purchase.

(6) A purchasing enterprise has many buyers

The previous point has said that a buyer may use more different keywords, while the procurement process of a purchasing enterprise usually has a number of different buyers involved. Customers who are focused on the consumer want to know how the product meets day-to-day operations, and technical buyers are concerned about whether the product conforms to the company's established specifications, and the cost-benefit analysis buyers are concerned about ROI and other financial issues. In the process of making a purchase decision, the purchaser may also consult a consultant or some mentor to help the company make a purchase decision.

Today, each of the different buyers can quickly investigate and evaluate candidates by clicking on a different search keyword, and their search keywords vary according to their roles and focus. Although it may take a few weeks for someone to do a survey, but a VP may only spend more than 10 minutes searching on Google, which could dramatically change the organization's buying decisions, and excellent business-to-business Web optimization takes into account different influential people and the search keywords they like to use. thus making the landing page copy persuasive to these different influential people.

(7) Complex search keyword strategies

Customer search customers may use some of the brand names they know, and many already have a fixed object to what they want to buy, just to find the best seller. Consumer customers like to use generic keywords, so their key is less significant change. For example, a consumer to buy toner, the general use of Toner as the center of the keyword.

Business-to-business Search Engine Optimization presents more complexity, such as a buyer searching for a solution to a material, he may search for a material solution, so-and-SO (material name) solution, So-and-so processing technology, a certain processing system, such as management rules, etc. related, or more detailed specific keywords.

In addition, the same product has different terms and names, such as for this article, can be said business-to-business search engine optimization, business-to-business and the difference between the SEO, and business-to-business seo differences, BtoB Seo,btob search engine optimization or other combinations. The different keywords above will produce different search results. Buyers may use the product terminology specific to the industry or the generic keywords in the industry, and buyers often search by demand-focused or problem-focused, rather than using the product's name. The diversity of keywords used in different purchase processes and the participation of different buyers increases the complexity of the keyword strategy, which has a significant impact on landing pages and the structure and content of the site, and keyword strategies are key to the success of Business-to-business search engine optimization (SEO). You find and choose the keywords that your potential customers like to use in the purchase process, and therefore the design of business-to-business sites will have a good effect.