Website optimisation | 26/02/2019

B2B SEO: How to structure your website

Posted by Lawrence Greenlee

Whether you’re an established, long standing business with a historic domain or a two-person start up, your website is an important marketing asset. Your site showcases your work, supports your sales team and, most importantly, wins new customers by telling them why you can solve their business need.

Search is a critical part of your customer’s journey, with 89% of B2B buyers using the internet for their research and 71% of buyers beginning with a generic search query. Which means that having visibility for these search terms is integral for answering prospective customers’ questions at the first hurdle, sticking in their mind as they move down the funnel.

Services with search volume

Ideally, you’ll have a series of service pages on your website’s main navigation. One page per service is usually a good way to think of things.

Typically, you want to these service pages to have names that correlate with high search volume. Check your industry terminology and find out what gets searched for the most. If you could write at least 200-300 words around a service, add that as its own service page.

What do your clients ask you?

People ask Google the same questions they’ll ask your business, and you’d rather they found your business when they asked Google.

Start collating the day to day questions of your customers. These questions can help you tackle the longtail keywords that your competitors are trying to answer and form the basis of your content, whether that’s a separate blog piece or FAQ content that is hosted on your service pages.

Speaking of your competitors

Keep your friends close, but your enemies’ website structures closer. Look at your competitors’ websites frequently and analyse the following:

  • What have they called their services?
  • How much content are they writing?
  • What are their subheadings?

If you think your competitors’ sites work well from a user perspective, use aspects of this as a framework for your own website architecture.

Categorise case studies

Depending on how your website is set up, you can categorise your case studies and tackle certain kinds of keywords – in most stances for B2B, anything around sectors. Creating a landing page to address each of your target sectors is also a great way of targeting some of the more niche keywords.

If you’re struggling with a website architecture, you can always talk to us! Take a look at our B2B digital marketing services, or get in touch with our website optimisation team for more information about using search to inform the structure your site.