SEO is pretty much an essential element of a marketing plan these days, but because of the relative newness of the format, many are still trying to feel their way around it. One question that inevitably arises when one is discussing the topic of SEO is the difference in SEO of a B2B company, i.e. a company that sells products and services to other businesses, and a B2C company, i.e. one that deals with individual customers. Now obviously SEO for B2B companies and B2C companies largely involve similar activities, but it is in the details that they differ. The core elements of SEO, like inbound links, keyword research, copywriting and internal linking remain the same. However, each activity has to be tweaked depending on the company’s customer base.
In case of a B2C company, the Keyword Search Volume will be significantly lower when compared to a B2C company. After all, the number of people looking for mp3 players is bound to be larger than those looking for application hosting. However, that does not make keyword research any less important for B2B companies. After all, B2B companies depend on fewer sales of higher value than B2C companies. And because business customers will surely be using more focused and comprehensive key phrases to search for what they want, there will be a broader range of such key phrases to choose from.
Content development is another area of SEO which is equally important for both B2B and B2C companies, but need to be approached in different ways. In case of B2C companies, the content should strike a personal and intimate tone of voice, focusing on the products features and abilities but at the same time not sounding like a shill. You will have to strike a rapport with the customer immediately. However, B2B decisions are not taken at the spur of the moment, so B2B content needs to be professional, clear and methodical. Make use of headers, bulleted lists and facts and figures. Go into as much detail as possible.
Of course, there are more differences in B2B and B2C SEO, but these are the most immediate and crucial ones. If you guys can think of some more, do tell us in the comments.