We all know that our search engine optimization (SEO) efforts must adhere to some fundamentals. But that doesn't mean that SEO strategies are one-size-fits-all. In fact, one of the most challenging situations for B2B digital marketers is to have their business buried among search results that are B2C-focused.
You have a business that specializes in providing a B2B product or service, but all of your keyword search terms return results that are B2C. The terms you want to rank for are also terms that e-commerce sites rank for; so, instead of your B2B service, Google Shopping widgets and online stores dominate the search results.
The result? High bounce rate, irrelevant traffic, and low conversion percentages.
This phenomenon is not uncommon across various industries, but it is prevalent in construction, where do-it-yourself (DIY) and professional design collide. For example: Your company designs and fits wet rooms for large commercial projects and new construction, such as hotels and high-rise apartment buildings; so, you want to target architects, developers, and consultants involved in big building projects... but many of your best keywords return results like this:
E-commerce search results can confuse B2B searchers, at which point one of two things will happen: (1) You lose website traffic because you're appearing so lower down the page than you otherwise would; (2) The traffic you get isn't the traffic you want, because they're B2C customers who will never convert.
So, how do you make your business attract the right kind of audience?