How to drive B2B conversions from your organic traffic

Organic traffic is a major contributor to most websites’ revenue, but it’s not always the best way to boost conversions. Learn how you can drive more sales from your organic audience by improving conversion-focused advertising.

Organic traffic is the most important form of website traffic. However, it can be difficult to increase the amount of organic traffic that you receive. This article will provide a few tips for increasing your organic traffic and converting more visitors into customers. Read more in detail here: how to increase b2b website traffic.

How to drive B2B conversions from your organic traffic

Brief overview in 30 seconds:

  • Your SEO approach should reflect the fact that B2B conversion funnels are extensive and unpredictable.
  • Because purchase decisions are made across numerous touchpoints, a B2B SEO plan should include both informative and promotional words.
  • Because B2B clients weigh all alternatives carefully, brand-driven search is critical for conversions.
  • While it’s crucial to optimize for informative inquiries, make sure each page has its own conversion route.
  • To boost brand recognition at each touchpoint, provide a consistent visual identity across on- and off-site channels.

B2B and B2C conversions vary in one important way: B2B shopping is virtually never spontaneous. It requires a group of decision makers (known as a decision making unit or DMU) to weigh the pros and cons of many possibilities and reach a decision.

As a result, a B2B shopping trip might take weeks or months.

Clearly, the organic search optimization plan should address this issue, guaranteeing that more of the hits resulting from organic placements result in leads and revenues.

1. For both the TOFU and MOFU segments of the sales funnel, create SEO-driven landing pages.

A B2B marketing funnel is divided into three stages: top, middle, and bottom. The last step is when the transaction is made, and it may take up to eight touchpoints (i.e. a prospective consumer viewing or engaging with the site in some manner) for a purchase to be made.

Businesses have always prioritized landing pages that promote direct sales when it comes to SEO. It’s almost impossible in B2B since clients prefer to do several searches before making a purchase.

This is why, in B2B, informative search questions (those that drive top-of-funnel conversions) are just as crucial as commercial searches.

Questions on how to do something

Questions on how to do something are highly engaging because visitors tend to stay on the page while taking the steps in a tutorial.

These are most typically transactional enquiries that, if you can address the customer’s issue, will lead to conversions.

Filter your keyword lists to Questions on how to do something and start your optimization efforts by providing useful instructions (where your product is included in a non-promotional context as part of the solution).

You can also use Google Search Console to find Questions on how to do something your site is already ranking: Come up with a plan to improve your positions for those:

Keep a close eye on your (and competitors’) branded search queries through search bar suggestions

People on Google also have questions and suggestions.

Both People Also Ask and recommendations have an influence on search journeys since they appear while people are looking and provide them with other options.

Furthermore, both are dynamic, meaning that they alter based on what visitors type in the search box or click.

Because both of these search features have the potential to shift your consumers’ behavior, you should monitor them closely and optimize for each relevant query and question that appears.

Make sure you search for each of your goal keywords and keep track of the questions People Also Asked and how to effectively answer them on your site. Depending on how in-depth a response should be, you may leverage your existing FAQ or Knowledge Base or create a separate page for each inquiry.

2. Monitor your (and your rivals’) branded search searches.

B2B clients prefer to thoroughly research and analyze all feasible choices and alternatives before making a purchase since B2B transactions often demand long-term investment and commitment.

This implies that your company’s name will be often searched.

Your brand will be looked up alongside that of your rivals.

Keep a close eye on your (and competitors’) branded search queries through search bar suggestions

It’s no surprise that these inquiries are usually common in B2B:

  • vs. vs. vs. vs. vs. vs.

Consider your brand name a keyword and continue to optimize your site for it. Because your rivals are likely to be doing the same, it’s a never-ending process.

Keep in mind that the most crucial component of your consumers’ purchase experiences is your brand-driven search.

3. Map out and track your search-driven purchasing experiences.

What do those searches do when they get on your site? 

While it’s crucial to optimize for informative-intent inquiries, don’t forget to create unique conversion routes from those informational pages into your sales funnel: Invite visitors to join up for a demo, a webinar, or a free trial by inviting them to do so.

Make the most of your lead magnets and lead-qualifying surveys by doing the following: Because they match search intent and give additional answers to the covered queries, they are usually the greatest conversion route from an informative page.

Cheat sheets, checklists, and flowcharts are examples of contextual lead magnets that make it simpler to incorporate how-to information. HubSpot is an excellent example of well-executed contextual CTAs and lead magnets:

HubSpot lead magnet example

Make sure all of your assets are aesthetically branded as well: Visitors who found you via organic search should be able to recall you so that your tool seems recognizable at the next touchpoint. 

Use your logo as a watermark on all photographs, keep your colors consistent throughout your site and social media platforms, and ensure that all of your downloads (ebooks, whitepapers, and other materials) contain your visual identity components and links back to your site.

After that, make sure you understand how to keep track of those conversion pathways. Google Analytics Behavior Flow is an excellent tool to see where visitors go after landing on a certain page. You may use this report to categorize people who came to your site through organic search:

Plan and monitor your search-driven buying journeys to drive conversions through your organic traffic

Remember to utilize the Facebook pixel to retarget those organic search visitors on social media to increase the number of touchpoints. When running YouTube advertising, you may also employ retargeting. Both will get your previous visitors closer to a conversion by reminding them of your brand.

Conclusion

Converting organic search traffic is difficult, particularly in B2B markets where clients are unlikely to commit to your offer on the first visit. However, if you have a better understanding of your objectives, a strategic strategy will progressively increase your conversions and lead generating efforts.


Ann Smarty is the founder of Viral Content Bee as well as the Brand and Community Manager for Internet Marketing Ninjas. She may be found on Twitter under the handle @seosmarty.

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