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How to convert your organic traffic into B2B business leads

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How to convert your organic traffic into B2B business leads

How to drive B2B conversions from your organic traffic

30-second summary:

  • B2B conversion funnels are long and unpredictable, and your SEO strategy should reflect that
  • Because it takes several touchpoints for a buying decision to be made, a B2B SEO strategy should focus on both informational and commercial phrases
  • Brand-driven search is crucial for your conversions because B2B customers tend to careful consider all options
  • While optimizing for informational queries is important, make sure you have distinct conversion paths on each page
  • Create consistent visual identity across on- and off-site channels to improve brand recognizability at each touchpoint

There’s one key difference between B2B and B2C conversions: B2B shopping is almost never spontaneous. To review multiple options and make a decision, it takes many decision makers (collectively referred to as a Decision Making Unit or DMU).

A B2B shopping journey can thus take weeks and months.

Obviously, the organic search optimization strategy should address that challenge ensuring that more of those clicks driven by organic positions result in leads and sales.

1. Create SEO-driven landing pages for both TOFU and MOFU parts of the sales funnel

Fundamentally, a B2B marketing funnel consists of three stages: top, middle and bottom. The final stage is where the final sale happens, and may take eight touchpoints (i.e. Potential customers must interact with the site in order to make a final buying decision.

Traditionally, when it comes to SEO, businesses tend to prioritize landing pages that drive direct sales. It is difficult to do in B2B because customers are more likely to search for information before making a purchase.

This is why informational search queries (those driving top of the funnel) are as important in B2B as commercial queries are.

How-to queries

How-to queries are highly engaging because visitors tend to stay on the page while taking the steps in a tutorial.

These are also likely to be transactional queries that may drive conversions if you manage to solve the customer’s problem.

Filter your keyword lists to how-to queries 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 how-to queries 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

Google’s People Also Ask and Suggestions

Both People Also Ask and suggestions impact searching journeys because they show up while people search giving them more ideas.

Moreover, both are dynamic, that is, they change depending on what people are typing in the search box or what they choose to click.

Because both of these search features can change the direction in which your customers are heading, you need to keep a close eye on those and optimize for each relevant query and question that shows up there.

Make sure you actually search for each of your target keywords and make notes of People Also Ask results and how to best address them on your site. You can use your current FAQ or Knowledge Base or answer each question in a dedicated article, depending on how in-depth an answer should be.

2. Keep a close eye on your (and competitors’) branded search queries

Because B2B purchases usually require long-term investment and commitment, B2B customers tend to carefully consider and compare all possible options and alternatives before finally making a purchase.

This means your brand name will be searched a lot.

Your brand will also be searched alongside your competitors.

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

No wonder in B2B these queries are always popular:

  • Brand name alternatives
  • Brand name 1 vs Brand name 2

Treat your brand name as a keyword and keep optimizing your site for it. This is an ongoing process as your competitors may be doing the exact same thing.

Keep in mind that your brand-driven search is the most important part of your customers’ buying journeys.

3. Plan and monitor your search-driven buying journeys

Once those searchers land on your site, what do they do from there?

While optimizing for informational-intent queries is important, don’t forget to plan distinct conversion paths from those informational pages down into your sales funnel: Invite people to schedule a demo with you, sign up for a webinar or sign up for a free trial.

Make sure to take full advantage of your lead magnets and lead-qualifying surveys: These normally make the best conversion path from an informational page because they match search intent and provide more answers to the covered questions.

Lead magnets work best when they are contextual, for example, cheat sheets, checklists and flowcharts make it easier to implement how-to content. HubSpot is a prime example of contextual CTAs and lead magnets done well:

HubSpot lead magnet example

Additionally, make sure all your assets are visually branded: Your organic-search-driven visitors should be able to remember you so that your tool looks familiar at the next touchpoint.

Use your logo as a watermark on all images, keep your colors consistent within your site and across your social media channels and make sure all your downloads (ebooks, whitepapers, and other resources) include your visual identity elements and links back to your site.

From there, make sure you know how to monitor those conversion paths. Google Analytics Behavior Flow can be used to track the path people take once they reach a page. You can segment this report to users referred to your site from organic search:

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

Don’t forget to use Facebook pixel to be able to retarget those organic search visitors on social media to generate more touchpoints. You can also use retargeting when running YouTube ads. Both will bring back past visitors to your brand and increase conversions.

Conclusion

Converting your organic search traffic is always a challenge, especially in B2B niches where customers are not likely to commit to your product from the first visit. Understanding your goals will help you to develop a strategy that will improve your conversions and increase your lead generation.


Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

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FIFA 23 lets you turn off commentary pointing out how bad you are

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FIFA 23 lets you turn off commentary pointing out how bad you are
A player shouldering the ball



(Image credit: EA)

FIFA 23 might be the best game soccer game yet for terrible sports fans, as it lets you turn off commentary that criticizes your bad playing.

Now that the early access FIFA 23 release time has passed, EA Play and Xbox Game Pass Ultimate subscribers can hop into the game ahead of its full release. But as Eurogamer (opens in new tab) spotted, they’ll find a peculiar option waiting for them.

FIFA 23 includes a toggle to turn off ‘Critical Commentary’. The setting lets you silence all negative in-match comments made about your technique, so you can protect your precious ego even when you miss an open goal or commit an obvious foul. The more positive commentary won’t be affected. 

Spare your feelings

A player dribbling the ball in FIFA 23

(Image credit: EA)

The feature looks tailored toward children and new players, who don’t want to have their confidence wrecked within mere minutes of picking up the controller. But even experienced players who just so happen to be terrible at the game might benefit.

It’s not perfect, though. According to Eurogamer, the feature didn’t seem to work during a FIFA Ultimate Team Division Rivals match, with critical comments slipping through the filter. Still, who hasn’t benefited from a light grilling every now and then?

Polite commentary isn’t the only new addition in FIFA 23. It’s the first game in the series to include women’s club football teams, and fancy overhauled animations that take advantage of the PS5 and Xbox Series X|S’s new-gen hardware. EA will be hoping to end on a high, as FIFA 23 will be the last of its soccer games to release with the official FIFA licence.

If disabling critical commentary doesn’t improve your soccer skills, maybe building a squad of Marvel superheroes will. Although you might not do much better with Ted Lasso wandering the pitch.

FIFA 23 is set to fully release this Friday, September 30.

Callum is TechRadar Gaming’s News Writer. You’ll find him whipping up stories about all the latest happenings in the gaming world, as well as penning the odd feature and review. Before coming to TechRadar, he wrote freelance for various sites, including Clash, The Telegraph, and Gamesindustry.biz, and worked as a Staff Writer at Wargamer. Strategy games and RPGs are his bread and butter, but he’ll eat anything that spins a captivating narrative. He also loves tabletop games, and will happily chew your ear off about TTRPGs and board games. 

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Google Pixel 7 price leak suggests Google is totally out of touch

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Google Pixel 7 price leak suggests Google is totally out of touch
The backs of the Pixel 7 and the Pixel 7 Pro



(Image credit: Google)

We’re starting to hear more and more Google Pixel 7 leaks, with the launch of the phone just a week away, but tech fans might be getting a lot of déjà vu, with the leaks all listing near-identical specs to what we heard about the Pixel 6 a year ago.

It sounds like the new phones – a successor to the Pixel 6 Pro is also expected – could be very similar to their 2021 predecessors. And a new price leak has suggested that the phones’ costs could be the same too, as a Twitter user spotted the Pixel 7 briefly listed on Amazon (before being promptly taken down, of course).

Google pixel 7 on Amazon US. $599.99.It is still showing up in search cache but the listing gives an error if you click on it. We have the B0 number to keep track of though!#teampixel pic.twitter.com/w5Z09D28YESeptember 27, 2022

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According to these listings, the Pixel 7 will cost $599 while the Pixel 7 Pro will cost $899, both of which are identical to the Pixel 6 and Pixel 6 Pro starting prices. The leak doesn’t include any other region prices, but in the UK the current models cost £599 and £849, while in Australia they went for AU$999 and AU$1,299.

So it sounds like Google is planning on retaining the same prices for its new phones as it sold the old ones for, a move which doesn’t make much sense.


Analysis: same price, new world

Google’s choice to keep the same price points is a little curious when you consider that the specs leaks suggest these phones are virtually unchanged from their predecessors. You’re buying year-old tech for the same price as before.

Do bear in mind that the price of tech generally lowers over time, so you can readily pick up a cheaper Pixel 6 or 6 Pro right now, and after the launch of the new ones, the older models will very likely get even cheaper.

But there’s another key factor to consider in the price: $599 might be the same number in 2022 as it was in 2021, but with the changing global climate, like wars and flailing currencies and cost of living crises, it’s a very different amount of money.

Some people just won’t be willing to shell out the amount this year, that they may have been able to last year. But this speaks to a wider issue in consumer tech.

Google isn’t the only tech company to completely neglect the challenging global climate when pricing its gadgets: Samsung is still releasing super-pricey folding phones, and the iPhone 14 is, for some incomprehensible reason, even pricier than the iPhone 13 in some regions. 

Too few brands are actually catering to the tough economic times many are facing right now, with companies increasing the price of their premium offerings to counter rising costs, instead of just designing more affordable alternatives to flagships.

These high and rising prices suggest that companies are totally out of touch with their buyers, and don’t understand the economic hardship troubling many.

We’ll have to reach a breaking point sooner or later, either with brands finally clueing into the fact that they need to release cheaper phones, or with customers voting with their wallets by sticking to second-hand or refurbished devices. But until then, you can buy the best cheap phones to show that cost is important to you.

Tom’s role in the TechRadar team is to specialize in phones and tablets, but he also takes on other tech like electric scooters, smartwatches, fitness, mobile gaming and more. He is based in London, UK.

He graduated in American Literature and Creative Writing from the University of East Anglia. Prior to working in TechRadar freelanced in tech, gaming and entertainment, and also spent many years working as a mixologist. Outside of TechRadar he works in film as a screenwriter, director and producer.

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DisplayMate awards the “Best Smartphone Display” title to the iPhone 14 Pro Max

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DisplayMate awards the “Best Smartphone Display” title to the iPhone 14 Pro Max

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