When was the last time you Googled something?
Chances are you found the article, website, or resource you were looking for on the first page of results. So, as a CEO or marketing head looking to grow or maintain your business, you may be thinking, “How do I rank my business on google?” or “How can we improve our Google business ranking?”
A little B2B search engine optimization (SEO).
B2B SEO is the science of reaching business professionals via search engines. Businesses around the globe invest in content marketing to improve their Google business ranking and drive organic traffic to their website.
So how long does it take to rank in Google? Well, including key B2B SEO attributes (such as calls-to-action and long-tail keywords) ensures that your website will work with the Google algorithms and drive organic growth to your site much more quickly. Here’s a closer look at the guts of how it all works:
The Mighty Google Algorithm
First things first, we need to understand how B2B SEO affects rank in search results.
Google ranks search results based on several SEO factors, including
- Content on your site
- Long-tail keywords
- Off-site interactions (links and engagements)
Lets go over these three key components and how they will help get your business ranking on Google:
First things first: If you want your business to rank on a Google results page, you have to post relevant, useful content -- and a lot of it. This content can speak to potential customers or even current clientele from whom you’d love to see repeat business.
Relevant content is key, so choose topics related to your business or product. A manufacturer of solar panel components should not be posting content regarding food processing unless it relates to a component that they produce. None of your prospects want to read about your company Christmas party, either.
Content is also not a free company shout-out. Let’s be honest -- no one likes a showboat. Content should be driven by specific keywords and topics that allow the Google algorithm to identify the topic easily and drive organic traffic to your site.
Keywords are words that someone might type into Google, such as “solar panels” or “catalytic converter.”
Content selection is driven by keywords. Create a list of keywords in your B2B SEO strategy before you produce any content
Keywords, both long and short, help Google identify your content’s topic. When optimizing your website for SEO, choose specific keywords that reflect the way your ideal customer speaks about your product or they would research their problem or opportunity.
Keywords can be long- or short-tailed. The examples above were short-tailed, two-words-or-less phrases that cover a broad topic.
Long-tailed keywords are more specific. Long-tailed keywords tend to be more important to a B2B inbound marketing strategy, as they help identify the specific topic of your blog or other webpage.
3. Off-site Interactions
A successful B2B SEO campaign includes off-site, or promotional, interactions as well. While content is not a free business shoutout, you should use your businesses social media profiles to share your content.
When you regularly publish first-party content people want to consume, share, and engage with, you're increasing the chance that people reach your website via social media. This practice can boost your website's domain authority and number of backlinks -- both of which influence organic rankings.
So, How Long Does It Take to Rank in Google?
It’s no secret -- B2B SEO is a long-term strategy and investment. (If you’re courted by an SEO agency that promises instant success, run the other direction.)
It takes a lot of time and effort to drive organic growth to your website. A successful B2B SEO strategy needs at least six to 12 months before you see results. Establishing a thorough plan early on will help save you time and money.
Start by optimizing your website; ensure it’s user friendly and easy to navigate. Next, choose your topics and keywords. Make sure you choose both long- and short-tailed keywords. Finally, make sure you have a strong promotional plan for your content. Don’t be afraid to share every blog you write on your business’ social media pages. This will increase your exposure and get more clicks to your website.
Don’t expect to see results on your first blog post. If you ensure your topics are on point and your keywords are specific and relevant, you’ll see results in time. Include pictures, infographics, and call-to-actions to entice people to stay on your site even longer. (“Average time spent on site” is yet another Google ranking factor.)
Average time spent on site is another Google ranking factor. Including hyperlinks to other on-site blogs and articles will drive engagement up and keep prospective and existing clients on your site for longer.