Improving Google Ranking (SEO) on your B2B Website

As I’ve mentioned before in many of these articles, free Google search consistently delivers the best return on investment in B2B marketing.

But getting your website to consistently rank on Google for key search terms is not always easy.  As the online competition grows, the challenge increases.

When I ask business owners what they understand about the term SEO (Search Engine Optimisation), they usually mention keywords and some kind of magic manipulation that SEO experts do with their website to make it rank.

Actually, there’s no magic.

And just so you’re clear, keyword manipulation after the initial website set-up is mostly a waste of time.

Successful SEO of B2B websites comes down to consistent, skilled effort over time, paying close attention to the following 3 areas:

  1. Being in the right race – the niche you have chosen to tackle
  2. Setting up your machine – how your website is set up and structured
  3. The fuel in your engine – the content on your website.

In this article, we consider each of these key areas and explain how your investment should be allocated to bring the best returns.

Your chosen niche

Search Website Online Homepage Word

If you try to dominate a niche on Google that’s too big and too competitive for a business of your size, you will fail.

A quick Google of the broadest terms in your field – think ‘steel’, ‘commercial lending’ or ‘manufacturing’ and you’ll find big players, government sites, directory sites and very few small and medium businesses.

However, where you can beat the big boys is in a specialist niche.

So that might be ‘steel pipes’ or ‘commercial lending for veterinary practices’ or ‘manufacturing of medical components’.

The right B2B marketing company will guide you through the process of choosing this niche based on your business, the competition, and the demand data.

Over time, this niche might change as competition grows or as your business evolves.

Constant and ongoing analysis of the landscape and your performance data will ensure you continue to show up in the Google searches you are targeting.

Structuring your B2B website

Your website must be set up correctly to rank on Google and structured correctly around your chosen niche.

In terms of setup, this means Google-friendly code and a user-friendly design.

Common pitfalls to avoid are:

  • off-the-shelf templates and themes (in the competitive B2B marketing space, you need a unique theme designed for your business)
  • drag and drop website builders (like Elementor) that clog your site with spammy code and result in a Dog’s Breakfast design mess
  • inadequate planning, which leads to poor user experience, and finally
  • failing to weave carefully planned SEO into the website at every stage of the build.

If these dot points have gone over your head and you would like to understand more or if you would like your website assessed – drop us a line and we’ll do a free audit to check your site for you.

The content on your website

Once you’re in the right race (you’ve chosen a good niche) and you’ve set your machine (website) up correctly, the next thing you must do is power it with high-performance fuel (content).

The content on your website is what powers it to rank better and better for more keywords over time.

Google and your market want to see high-quality, original content on your website – and it’s important that you add to that content to appear regularly and consistently in the form of articles, blogs, news and case studies.

Your content must be well-thought-out and based on market demand, business changes and your website performance data.

Consistent effort over time following a considered content marketing strategy is the only way to achieve the results and return you are looking for.

And in terms of investment, what does that look like?

You’ll likely need to make an upfront investment in your website to ensure the niche, setup, and structure will bring you results.

From there, ongoing investment in strategic SEO expertise and professional content creation is the key to improving the Google ranking (SEO) of your B2B website.

Meet the author

I’m Deb Croucher, a former veterinary surgeon with a passion for B2B marketing.

In 2008, I permanently traded my stethoscope for SEO after successfully leveraging Google to power my vet business.

Diagnosis and treatment is still part of my day though!

In Brilliant Digital I identify issues, uncover opportunities and formulate strategies that lead to success and longevity.

You can read more B2B marketing articles here. I love to chat so feel free to, drop me a line!

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Strong online presence, crafted user experience for optimal lead conversion.

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Case Studies

Case Study

North Advisory

50% year-on-year growth in organic traffic

North Advisory saves business owners time and money through streamlined accounting services and clear guidance. Starting as a local, small-town accountant without a website, they have grown into a national player offering an extensive suite of services with a complete digital marketing overhaul.

Case Study

OSA

40% growth in annual online enquiries

OSA, Australia’s most trusted brand in optical network solutions and CCTV, once had a technically proficient website yet limited website. Now, with a new B2B website showcasing their capability and solutions, they’re gaining valuable leads and have joined the Hexatronic family.

Case Study

Acme Preston

Website delivers ideal enquiry with 30% annual growth

Acme Preston is an established leader in a fiercely competitive market. Their original website and marketing efforts did not yield the desired results. Switching to a custom-branded products niche and updating with a high-performance website has led to consistent traffic and enhanced visibility.

Case Study

PSA Engineering

Effective website delivers qualified leads

PSA Engineering offers integrated and compliant engineering solutions for industries with a can-do attitude and a belief that there is a solution to every problem. Their new website is a powerful lead-generating tool that resonates with prospective clients while respecting their technical message and expertise.

Case Study

DEM Fire

50% annual growth in free Google traffic

DEM Fire, Australia’s premier provider of fire and essential services, once struggled with an outdated website that didn’t reflect its innovative solutions for the B2B market. Now, with a modern website and robust digital marketing efforts, they consistently attract high-quality leads.

Case Study

Romar Engineering

100% growth in website enquiries

Romar Engineering, a leader in advanced manufacturing solutions, originally had an overly technical website with difficult navigation and usability. Wanting to enhance their online presence for global visibility, they invested in a new website that delivers increased traffic and qualified leads.

Case Study

Edcon Steel

100% growth in website-generated sales

Edcon Steel, once a local metalworking shop in Sydney’s Northern Beaches, struggled with an underperforming website and ineffective SEM spending. Now, as Australia’s top online steel and metal superstore, they’ve transformed their online presence, offering quality solutions nationwide.

Case Study

Every Trade

Complete rebrand to meet the market

Every Trade was undergoing a rebrand, requiring a website and marketing strategy that truly reflected leadership in the commercial construction industry. With a revitalised online presence and new sales collateral, they are better showcasing their quality work and sustainable values.

Case Study

James Cumming

Qualified lead targets exceeded immediately

James Cumming & Sons, a family-owned manufacturer with over 115 years of industry experience, previously lacked an online presence that matched their market-leading solutions. With an optimised website and strategy, they now regularly attract both national and global enquiries.

Case Study

Accounting For Good

30% year-on-year growth in organic traffic

The team at Accounting For Good delivers expert accounting services for Australia’s not-for-profit organisations, allowing them to concentrate on improving the world. Now, with a high-performance website and digital strategy, they’re reaching the right audience and generating qualified leads.

Case Study

Water Cremation Systems

Launch of new product nationally and internationally

Water Cremation Systems offers a revolutionary aquamation solution for the pet industry.  Their new website was specifically designed to educate the market and introduce their groundbreaking alkaline hydrolysis machines to the target market. Google Ads helped to increase visibility and expedite results.

Case Study

Dukes

Website delivering consistent qualified leads

Dukes is a leading provider of commercial painting and remedial building repairs and has been transforming spaces since 1958. Their website didn’t accurately reflect brand identity or service capabilities and required its own transformation resulting in increased leads and conversions.

Case Study

SED Graders

Effective penetration into global markets

SED Graders are global leaders in automatic oyster grading technology, cutting oyster production costs and increasing productivity. Initially relying on word-of-mouth advertising, they now have a new website and comprehensive digital marketing strategy driving qualified leads from around the world.

Case Study

Gulaga

Effective website supports tender applications

Gulaga Services is an Aboriginal-owned, premier commercial construction contractor motivated by people and values. With a website update that formed part of an extensive rebrand, their online presence and new sales collateral now reflect their high-quality work and community commitment.

Case Study

Pilot Air

328% growth in website enquiries

Pilot Air, the compressed air experts for over 40 years, faced challenges with an outdated website and unclear marketing. Now, with an optimised website and strategy, they can focus on delivering premier products and services nationwide with a commitment to innovation and excellence.

Would you like some
clarity?

Every one of Brilliant Digital’s long-term clients started their journey with a simple chat.

Whether or not you decide to work with us, our founder, Deb Croucher, personally takes the time to meet with you and understand your company and its needs.

Be prepared for honesty. We don’t sugar-coat anything. You’ll get the truth, backed by data, strategy and decades of expertise.

After talking with us, you’ll walk away with:

  • A clear vision of the possibilities
  • Practical steps to make them a reality
  • Strategies that will deliver the best ROI