How To Build Authority And Trust Through B2B SEO Practices

Intro

Building authority and trust through B2B SEO practices is not just about getting your website to rank higher in search engine results pages (SERPs); it's about establishing your brand as the go-to source for reliable, expert information in your industry.

B2B SEO is notoriously competitive, with companies constantly vying for the top spots in the SERP. On first glance, it can look like a game that only the biggest brands can afford to play. Luckily, this is not the case. Google's ever-evolving algorithm is designed to prioritize content that best answers searchers' queries, and it doesn’t discriminate based on the popularity of the brand. No matter who you are, to stand out, your content must be exceptional, addressing the needs of your audience more effectively than any other available resource.

In this article, we’ll walk through a five-step process any brand can follow to build authority and trust through B2B SEO.

Step 1: Understand your audience’s search intent

Image Source: https://www.seobility.net/en/wiki/SERP

Understanding what your prospects are searching for is the cornerstone of any successful B2B SEO strategy. This involves diving deep into the minds of your potential customers to uncover the problems they're trying to solve, the questions they have about your products or services, and the keywords they use when they're ready to make a purchase. The best way to do this is to talk to the people in your company who know your customers best, whether that’s the customer success team, the sales team, or the CEO. By aligning your content with the problems and concerns of your audience, you're not only improving your chances of ranking higher on Google but also ensuring that your content is genuinely useful to your audience.

Step 2: Select keywords that cater to your audience’s concerns

Once you understand the general topics that your audience cares about, you can begin looking for keywords that align with those interests. In SEO, a keyword is a specific word, phrase, or even a question that multiple people are typing into search engines in a given month. You can use tools like Keyword Finder to find keywords that make sense for you to target on your website. These tools will show you the search volume (how many people search that term in a month in a given geographic area) and the difficulty of ranking for that keyword (based on the backlink profile of the current top-ranking pieces). They can also help you figure out what terms your competitors are targeting, which can speed up your own keyword research process. Don’t reinvent the wheel if your competitors have already figured out what the best opportunities are, right?

The ideal keywords indicate buying intent, have a low difficulty score, and are associated with SERPs that fail to fully satisfy searcher's queries. Let’s dig into each of these factors now.

Buying intent

Keywords with buying intent are those that signal the searcher is considering a purchase. In the B2B realm, you’re often looking for keywords that include terms like “services” or “company” or “tool” and are specific about the product or service, indicating the searcher is beyond the information-gathering phase and moving towards a transaction. Identifying these keywords is crucial for SEO for B2B companies because they represent searchers who are closer to making a purchase decision, making them more valuable for businesses.

Low difficulty score

A keyword's difficulty score is an estimation of how hard it would be to rank for that keyword in SERPs. This score is based on several factors, including the strength of the current ranking websites (their domain authority, backlinks, content quality, etc.). Keywords with a low difficulty score are typically less saturated with competition, making it easier for well-optimized content to break into the top rankings.

Tools like Keyword Finder provide these scores, helping SEO strategists prioritize their efforts on keywords where they have the best chance of achieving high rankings. Longer, more detailed keywords, sometimes called long-tail keywords, often have lower difficulty scores. For example, in the screenshot below from Keyword Finder, notice that the keyword “top information technology consulting firms” has a lower difficulty score (12) than “technology consulting firms.”

SERPs that fail to fully satisfy searcher's queries

When existing content in the top search results doesn't fully answer the searcher's question or meet their needs, it presents a gap in the market. For instance, the content might be too generic, outdated, superficial, or not user-friendly, leaving the searcher feeling unsatisfied and ready to look elsewhere.

To evaluate the SERP, you can simply type your keyword into Google and analyze the results in a browser. But it can be helpful to use a tool like SERP checker so you can see stats like the domain authority of the website before you click on the link.

Understanding why searchers might feel unsatisfied with the existing search results requires putting yourself in the searcher's shoes and evaluating the content from a searcher's perspective, asking questions like:

• Does this content answer the questions I would have if I were searching for this keyword?
• Is the information presented in a clear, accessible, and engaging way?
• What are the missing pieces or unanswered questions that leave gaps in my understanding?

This critical analysis is what sets apart a successful SEO strategy from a mediocre one.

Step 3: Craft content that perfectly aligns with search intent

At the heart of B2B SEO is the creation of content that perfectly aligns with search intent.

This is achieved by:

• Writing at the same knowledge level as your target audience to capture their interest.
• Leveraging internal expertise to provide unique insights that establish your authority.
• Focusing on one target keyword per content piece to ensure thorough coverage of the topic.

Match the knowledge level of your audience

It's crucial that your content matches the knowledge level of your audience. This avoids alienating readers with simplistic explanations or, conversely, confusing them with technical jargon. Understanding the knowledge level of your audience allows you to create content that is immediately relevant and useful, helping to build trust and authority in your domain.

Leverage subject matter experts to provide unique insights

Incorporating insights from subject matter experts (SMEs) into your content is crucial for resonating with your audience's needs. Without input from a real expert who can share lived experiences, examples, and nuanced insights, there's a high risk that your content will just echo what's already available online. Including the perspective of a real expert will also help you satisfy the “expert” factor in Google’s quality rater guidelines, which seeks to evaluate whether the content was produced by someone with real expertise.

The reliance on second-hand information not only dilutes the uniqueness of your content but also poses the danger of perpetuating myths or outdated information, which could undermine your brand's credibility. In contrast, SME-driven content ensures authenticity, authority, and relevance, positioning your brand as a trustworthy source of cutting-edge knowledge and insight in your industry.

Thoroughly cover the topic

Focusing on one target keyword per content piece is essential for sending a clear signal to Google about the specific topic and purpose of the page, optimizing its chances of ranking highly for that query. This focused approach eliminates confusion and enhances the relevance of the content, making it more likely to be recognized as the authoritative source on the subject.

On-page SEO tools that offer checklists of relevant phrases and terms can help you make sure you’re thoroughly covering the topic and not leaving out any crucial sub-topics.

Step 4: Perfect the user experience

Beyond content creation, the user experience (UX) of a website plays a critical role in attracting and retaining website visitors. By ensuring that your website is easy to navigate, loads quickly, and provides a seamless user experience, you're signaling to both search engines and users that your site is a credible, authoritative source of information.

A seamless user experience (UX) is crucial for B2B SEO because it directly impacts user engagement metrics like bounce rate and time on page, which are indicators Google uses to gauge content quality and relevance. Moreover, a smooth, intuitive UX builds the audience's trust by making information easily accessible and enjoyable to interact with. This positive interaction not only encourages repeat visits but also increases the likelihood of conversions, as users are more inclined to engage with and recommend a user-friendly site.

Step 5: Review and update content regularly

A critical final step in the content creation process is regularly reviewing and updating your content to ensure it remains current, accurate, and relevant. This ongoing maintenance is essential for sustaining high rankings on search engines, because Google favors content that is not only authoritative but also reflective of the latest information and trends. Furthermore, keeping content up-to-date reinforces your brand's credibility and trustworthiness among your audience, as it demonstrates a commitment to providing valuable and accurate resources.

Establish your brand as a trusted authority with high quality, relevant content

Building authority and trust through B2B SEO is a comprehensive process that extends far beyond mere keyword optimization. It involves a deep understanding of your audience, the creation of outstanding content, flawless technical SEO, and an exceptional user experience. By focusing on these areas, you can establish your brand as a trusted authority in your industry, attracting not just more traffic, but the right kind of traffic – potential customers who trust your expertise and are more likely to convert. Remember, in the competitive world of B2B SEO, quality and authority are your most valuable assets.