SEO (Search engine optimization) is one of the most important tools to improve your website. The better your information is found organically, the more free clicks your website gets. Being easily findable on Google is one of the most important marketing goals of our B2B clients. We always ask ourselves the question: what does the traffic generate in terms of requests or transactions? Traffic is nice but what matters is results. That is why we always ensure that the content we place on the websites of our customers contains relevant information of high quality.
Why is SEO important?
There are two main reasons why search engine optimisation is important for your website. As mentioned earlier, the first reason is that it leads to free traffic on your website. By applying SEO you ensure that links to your website appear in high positions when a keyword that is relevant to your business is searched. Since you do not pay Google for this, free visitors automatically leave more margin than to paid visitors. The second reason is that most people mainly click on the organic search results instead of ads. Hence, you want to be on top.
What is the impact of SEO?
There are two main reasons why search engine optimisation is important for your website. As mentioned earlier, the first reason is that it leads to free traffic on your website. By applying SEO you ensure that links to your website appear in high positions when a keyword that is relevant to your business is searched. Since you do not pay Google for this, free visitors automatically leave more margin than to paid visitors. The second reason is that most people mainly click on the organic search results instead of ads. Hence, you want to be on top.
SEO: focus on qualitative content
The best SEO strategy is creating qualitative content: articles that your website visitors truly benefit from. Google continuously edits its algorithms so that qualitative content relevant to your target group appears at the top of the search results. But what is high quality content according to Google? Here are their guidelines following the E.A.T. principle.
What is the E.A.T. principle?
E.A.T. stands for the quality indicators of Google: Expertise, Authority and Trustworthiness. But what does this mean?
- Expertise: Articles are constantly assessed on how useful, detailed and useful the content is. However, expressing expertise is about more than just content. Profiling yourself as an expert is done by regularly publishing articles about a certain topic. Also referring to qualitative sources such as scientific articles shows that you know what you are talking about. Another option is to actively participate in forums or other platforms on relevant topics in your field. In short: be heard online.
- Authority: Obtaining authority has everything to do with obtaining references. A smart way to obtain references, also called backlinks, and to build up authority with this is to engage your dealers. This is also a part of dealer marketing.
- Trustworthiness: You build up trust through transparency. This is nothing other than demonstrating that “real” professionals are working on the content of your website. For example, create a clearly visible contact page and provide your website visitors with background information about yourself and your company. Another aspect that is linked to trustworthiness is the user experience of your website. A website that loads quickly and is well secured is seen as reliable.
Tips and tricks
The E.A.T. principle is extremely well applicable through cornerstone articles. They form the basis. If you have a good set of cornerstone articles on your website, the next step is to regularly publish updates on the same topics. Going more in-depth is always a good option. Besides focusing on quality there are other factors that contribute to a good SEO strategy. A good example of this is a featured snippet. Finally, one more essential tip: always keep measuring and analyzing your content. Improving the quality of the content on your website is an ongoing process. This way you always know what your visitors want to know and how visitors use your website.
Would you like to know more? Or do you want to know whether it makes sense for you to implement SEO for your B2B company? Then contact one of our experts or check out all our services. Do you have additions or remarks? Let us know and send an email to collega@jelba.nl. Thanks in advance.