Is being found on Google (SEO) important for B2B eCommerce?

By |
June 16, 2016
B2B SEO eCommerce

Post summary:

  • Yes SEO is important for B2B eCommerce. Organic search is still driving the majority of B2B website traffic
  • Don’t hide your products behind a login. You’ll get more site traffic if Google can index your content and rich product attributes
  • Research and understand what search terms and phrases your customers are using in Google to build your keyword strategy
  • Ensure you implement best practice SEO techniques such as optimising meta data, implementation of Google Schema and XML sitemaps.

There’s always a lot of talk in the online space about SEO (an acronym for Search Engine Optimisation) and we’re seeing more and more of our clients asking these questions:

Is SEO important for B2B eCommerce and if it is, what should we focus on?

Before we seek to answer either of these questions, let’s take a step back and look at the basics. SEO is the process of affecting the visibility of a website or a web page in a search engine’s (Google for example) “natural” or un-paid (referred to often as “organic”) search results. It’s about maximising all available and relevant traffic to every piece of content on your site, not just every page. This is why having quality content on your site is more important than ever.

If you’ve been reading up about SEO in the B2B space, you would have found that almost every analyst report out there, talks about how B2B purchasers still use Google and other search engines to research their products. There’s also plenty of data and proof on-hand that organic search is still driving the majority of B2B website traffic.

So what do you need to consider when it comes to your B2B eCommerce site and SEO? We’ve listed 5 key factors below.

#1: Don’t hide your products behind a login

Moving your catalog from behind the login screen so that it’s visible, allows your website to be SEO friendly. There’s no need to allow everyone access to pricing and inventory information but making this change ensures search engines can find your product information, attributes and specifications.

#2: Create an intentional keyword strategy

It’s important to take the time to determine what terms and phrases your customers are using when looking for your website and products online. Start this process by brainstorming all of the words that describe your business, products and product categories. Don’t forget to include any common acronyms, initials, jargon or other industry-specific terms. From here, you can use to find other keyword suggestions. Simply enter some of the terms you’ve brainstormed and your URL and Google’s handy tool will spit out hundreds of suggestions, along with monthly average search volumes for each phrase.

Next, you’ll want to look at your list and identify the best keywords for your top organic landing pages (your home page, top navigational pages and category and subcategory pages). Consider each term’s relevance to the landing page, the intention of the searcher (for instance, are they looking to make a purchase by using “commercial kitchen equipment for sale” or are they looking for instructions by using “how to repair commercial kitchen equipment”?) and search volume. Map two to three keywords to each of these top landing pages.

#3: Optimise meta data

Now that you’ve got your keyword strategy on-hand, use it to write unique page titles and meta descriptions for each landing page. Keyword placement in the page title is very important for search engine visibility. Using keywords in the meta description won’t help with organic ranking but it can help to distinguish your listing from others and increase click-through rates. Think of the meta description as your ad copy for organic listings: make it compelling and actionable so that users are more likely to click on your listing. Put yourself in your ideal client’s shoes and consider the kind of copy that will get them clicking.

#4: Implement structured data

Structured data, also called schema, is a language of microdata that labels specific information for search engines to better interpret their meaning. In some cases, these can result in rich snippets, which are additional pieces of information included in a search result that can attract a higher click-through rate and can also be included in Google’s Knowledge Graph elements.

#5: Create and submit an XML sitemap

An XML sitemap tells search engines exactly which pages on your site should be crawled and indexed. You must first create your XML sitemap (most platforms, can do this for you automatically), then upload it to your site and submit it to the search engines through tools like the.

By focusing on the 5 steps outlined above, your B2B eCommerce site is able to take advantage of the largest traffic source to any site by increasing organic search visibility, authority and on-site engagement. The end result? A website that is more relevant to your customer’s search queries and generates higher traction levels.

Keen to learn more about maximising your B2B eCommerce site’s use of SEO? Get in touch with the B2X team today to find out how we can work alongside you to ensure you’re maximising the performance of your website and web pages from an SEO perspective.