There is a lengthy list of B2B SEO myths circulating on the internet and in different circles. Some of them stem from ill-informed and uneducated “SEO Gurus” and others from the B2B Brands that work with them. “SEO Gurus” promise to B2B Brands that they can get them on the first page of SERPs within days. These promises never actually see any follow-through because they believe and practice these myths that we will share with you.
The B2B Brands that work with them become disgruntled (as they should) when they don’t see their SEO efforts paying off. Results don’t come easy, but by not believing these myths, you can set better expectations for the next time you sit down to look at your B2B SEO strategy.
Here are 6 B2B SEO myths that you should stop believing:
SEO IS ONE AND DONE
We’ve done SEO already. When we got our website redesigned, they also did some SEO work back then. We worked with an agency, and we ran an SEO campaign once. We don’t need to do another one again. They did all the SEO there was to do.
SEO is like getting fit. It is excellent that you did that diet back in the day or ran that 5K last Thanksgiving. However, if you don’t keep up a healthy diet and get regular exercise, you’ll notice your health slowly worsens. The same is true with B2B SEO. It’s not fun to have organic search traffic fall over time, but that occurs when we neglect our SEO.
Continually investing in your SEO efforts is essential because of:
- Link degradation,
- New page opportunities,
- Competitors taking your positions,
- Outdated content, and more
Don’t forget: B2B SEO takes time to get the ball rolling. Your efforts have a compounding effect. Without continuous upkeep, the entire thing falls apart.
If you haven’t already, take the time to create a digital marketing strategy that includes SEO. Once you’ve done that, stick with it. SEO isn’t a sprint. It’s a marathon.
GOOGLE WILL FIGURE IT OUT
Google is super smart! Their algorithms are way too complex to try and beat. If my website is right, they’ll rank me; if not, they won’t. They will figure it all out.
Google and other search engines are super smart, but that doesn’t mean anything we can do to help our organic search rankings. The temptation of many B2B Brands is to create as many URLs as possible and pray that mysterious algorithms will magically supply those pages to users.
Many B2B Marketers forget that search engines attempt to imitate human behavior when evaluating content and use human-generated signals, including backlinks and other engagement metrics. Hundreds of webpages are in Google’s index, and over 4.4 million blog posts are published every day.
Just because your B2B Brand’s pages have valuable content doesn’t mean that they can’t sometimes fall through the cracks. Every web page added to search results must be unique and informative to differentiate it from the thousands, if not millions of options. As talented as search engines are, they aren’t always capable of discovering your page right away or on their own.
The next step here is obvious: do SEO! Putting in the effort and doing SEO activities can give search engines a better shot at ranking your content.
SOCIAL ACTIVITY DOESN’T AFFECT SEO
I only need to focus on SEO because search engines don’t care about what’s happening in social media sites. All those social media sites won’t help me rank.
We’ve written a whole other post about the intersection of SEO and Social for B2B Brands. Check it out here! It is partially true; most search engines don’t use your social activity as a ranking factor. On the other hand, a well-performing social post can have enormous effects on your SEO efforts.
You could seest the traffic to those pages by creating social media posts around your blog, landing pages, and other content. A successful social media strategy places your content in front of B2B Decision Makers. Who will be most likely to visit and engage with your site?
Your posts may also catch the attention of influencers and thought leaders in your industry. It also could even position your B2B Brand as a thought leader who can lead to backlinks that help boost your search rankings. All of these benefits can considerably enhance your B2B SEO.
If you don’t already have social media accounts for your B2B Brand, start there. We recommend starting with the Big Four: LinkedIn, Facebook, Instagram, and Twitter.
A few tips are:
- Utilize hashtags for discoverability.
- Follow and engage with other B2B Brands in your industry.
- Interact with your audience — react to comments and follow back those who follow you.
YOU ONLY NEED TO WORRY ABOUT GOOGLE SEO
The only search engine I need to worry about is Google when it comes to SEO. If I optimize my Gooogle content, it will be good enough for all the other search engines that no one uses.
Although Google is a juggernaut when it comes to search engines, Bing holds a 33% market share in the US, which amounts to some 5 billion searches. Bing’s percentage is steadily increasing. Bing deserves your attention. 80% of US desktop searchers are Decision Makers. Ranking on Bing is also a bit different than on Google. Bing doesn’t prioritize backlinks as much as Google does.
Suppose you want to maximize your visibility and traffic. In that case, you must optimize for the major search engines, not just for Google. These major search engines include Bing! If your B2B Brand operates internationally, look up other search engines used in different regions.
PAID SEARCH > ORGANIC SEARCH
Paid search is better than organic search. With just a few dollars a month, I can see results overnight and better track my marketing ROI. SEO only takes too long.
Not all of this is a myth: you should focus on your organic rankings AND paid rankings. Search engines’ crawling and indexing decide your organic rank while your total investment and bid will determine your paid positions. Paid search will give you benefits like targeting more keywords and reinforcing the identity of your B2B Brand.
Paid search will not, though, increase your organic ranking but will surely help improve your website’s conversion rate. As much as you should run both efforts and campaigns simultaneously, the organic search does convert better. Organic search traffic converts about 5.7 times better than paid search ads.
Invest in paid search. We do! Don’t forget about organic search and SEO, in any case. Even if it takes more effort in the long term, the dividends are genuinely worth the investment.
YOU DON’T NEED TO OPTIMIZE FOR MOBILE
I don’t want to worry about optimizing for mobile. My webpage looks suitable for a desktop, and it probably looks excellent for mobile. People don’t use their phones that much.
There’s no way around this one: optimizing for mobile is a ranking factor that search engines consider. If your web page isn’t mobile-friendly, it can be dangerous for your SEO. Besides the ranking issues, mobile now accounts for over half of all web traffic, and each year we see that number increasing.
Search engines are more now than ever using user experience metrics to rank your B2B Brands website. These metrics include everything from load time, accessibility, and yes, mobile responsiveness.
Go through your website and assess your mobile traffic. Are there things you could do to increase it? Also, check your mobile bounce rate. This analysis will give you a good indication of whether B2B Decision Makers are having a hard time with your mobile site.
BONUS: SEO IS A SCAM
SEO is dead! SEO doesn’t work! It’s a scam that’s nothing but tricks. Fast-speaking “SEO Gurus” price their services astronomically high but have no results to show for it. Anyone who offers SEO services is a scammer.
SEO does work. It just doesn’t work the way we sometimes wish it would. Success with B2B SEO is neither uncommon nor impossible for B2B Brands, who consistently invest in a digital marketing strategy. Sadly, many less-than-moral “SEO Gurus” who promise SEO results but rarely deliver approach B2B Brands and taint what real, results-driven SEO is.
B2B SEO involves dedication and consistency, which pays off massively past the surge in website traffic. “Tricks” are what real experts call manipulative or blackhat SEO practices that search engines hate. That gets your website penalized. Too many B2B Marketers wash down B2B SEO to simply “adding more keywords to H1 tags, title tags, and all the other types of tags.”
If that’s all B2B SEO is, it does sound like tricks. Real B2B SEO, though, makes an effort to create informative content and make that content accessible to B2B Decision-Makers that would find it valuable. By optimizing your content with this improved definition, you won’t even realize you’re doing SEO.
A number of the myths within this point boil right down to a few “SEO Gurus” who cannot differentiate between hardworking SEO and search engine spam.
As long as B2B SEO is around (and we believe it’s here to stay), these and other myths will continue to manifest. Understanding that B2B SEO is a continuous and tedious activity will help you dispel most of these myths. If you’re a B2B Marketer, the best thing that you can do is educate yourself.
What SEO myths drive you nuts? Which ones have you believed in the past? Did we miss any big ones that you see often? Let us know in the comments below!