How To Build A B2B Ecommerce SEO Strategy

by Jason Vaught
How To Build A B2B Ecommerce SEO Strategy

B2B ecommerce SEO is more important in today's digital age than ever. Purchasing departments looking to buy products for their business want trustworthy resources from which to make purchases. As businesses look to expand their reach and increase their online sales, they must have a solid B2B ecommerce strategy.

This comprehensive guide teaches you how to optimize your B2B ecommerce website for search engines to drive more traffic, leads, and sales to your business. From understanding the basics of B2B marketing to creating a B2B SEO strategy that works, this is your one-stop shop for everything you need to know about B2B ecommerce SEO.

What Is B2B Ecommerce SEO?

Business-to-business ecommerce search engine optimization is doing everything necessary for a website to rank higher in search engine results for its relevant keywords. B2B ecommerce SEO aims to maximize the intent of businesses and decision-makers. Therefore, B2B ecommerce websites have to target a broader range of keywords and use different techniques to optimize for search engines.

B2B ecommerce SEO includes a combination of technical SEO, content marketing, and link building. Technical SEO includes optimizing website structure, meta tags, and other website elements that can affect search engine rankings.

B2B ecommerce SEO aims to bring more people to the website interested in buying the products they sell. This doesn’t always mean they are ready to buy but do fit the correct customer profile. Key performance indicators (KPIs) include increased organic traffic, higher search engine rankings, and improved conversion rates.

Success in B2B ecommerce SEO requires businesses to research their target audience. They should also create valuable and informative content, focus on technical SEO, and acquire high-quality links from authoritative websites.

Why Does B2B Ecommerce SEO Matter?

With the data privacy changes resulting in the removal of 3rd party data, SEO becomes the principle way to drive traffic to a website at a lower customer acquisition cost. B2B ecommerce SEO matters to businesses who want to deepen their 1st party data to gain better insights about their customer and their interests. 

Here are a few reasons B2B ecommerce SEO is essential:

Increased Visibility

With effective B2B ecommerce SEO, a business can rank higher on search engines for relevant keywords, making it more likely that potential customers will find their website. The increased visibility can lead to more traffic and potential business customers.


SEO is a cost-effective way for B2B businesses to reach their target audience. Unlike paid advertising, SEO allows companies to earn traffic and leads without paying for each click or lead.

Targeted Traffic

SEO allows businesses to target specific keywords and phrases relevant to their products or services. Therefore, the traffic generated by SEO is more likely to be interested in what the business offers.

Building Trust & Credibility

Businesses can establish trust and credibility with their potential customers by ranking high in search engine results. High-quality backlinks can establish the trust and credibility of a B2B ecommerce site.

Long-term Results

SEO can provide long-term results for B2B ecommerce sites. Once a business optimizes its website for search engines, it will continue to generate traffic and leads for the company even after the completion of the initial optimization work.

How To Develop Successful B2B Ecommerce SEO

Developing a successful B2B ecommerce SEO strategy is essential for any business looking to increase its online visibility and drive more traffic and sales to its website. This section covers the key steps and best practices for developing a B2B ecommerce SEO strategy that drives actual results for your business.

Create A Customer Persona

A customer persona, or a buyer persona, is a fictional representation of your ideal customer. It includes demographics, behavior patterns, motivations, and goals. Understanding your customer persona allows you to understand your target audience better and create content and campaigns that align with their search intent.

You can begin by researching your current customers to create a customer persona. Gather information such as demographics, job titles, and pain points. You can also conduct surveys or interviews to gather more detailed information about your target audience. Once you have collected this information, you can create a unique persona representing your ideal customer.

When creating a customer persona, it is vital to consider the B2B buyer, who is typically a decision-maker or influencer in the purchasing process. It’s also important to note that creating a customer persona is not a one-time process. As your business evolves, so should your customer persona.

Regularly review and update your customer persona to ensure it remains accurate and relevant.

Perform A Site Audit

A site audit is a comprehensive review of your website, helping to identify any technical issues affecting your search engine rankings. It also helps to identify areas where businesses can make improvements to optimize their website for search engines.

When performing a site audit, checking for common technical issues such as broken links (404s), missing alt tags, and slow page load times is essential. These issues negatively affect the user experience and the search engine rankings of your website. It’s also important to check the structure of your website, including the sitemap, to ensure that it is easy for search engines to crawl and understand your website.

Another critical aspect of the site audit is to check the compatibility of your B2B ecommerce website with the ecommerce platform and web design. Make sure the website is mobile-friendly and responsive, as Google prefers mobile-friendly websites. Also, check for broken links or missing pages, which can signify poor ecommerce platform integration or web design.

Audit Analytics Tracking

Auditing analytics tracking allows businesses to understand how visitors interact with their website and identify areas where they can improve.

The first step in auditing analytics tracking is setting up and configuring your website's Google Analytics. Doing this provides a wealth of data on your website traffic. This data includes how many visitors you are getting, where they are coming from, and how they interact with your website.

Once you set up Google Analytics, you must review the data regularly to identify patterns and trends. Here are the metrics you need to pay attention to:

Website Traffic

This metric will tell you how many people visit your website and how that traffic changes.

Bounce rate

The bounce rate measures the percentage of visitors who leave your website after only visiting one page. A high bounce rate can indicate that visitors need help finding what they are looking for on your website.

Pages per session

This metric measures the average number of pages visitors view during a single session on your website. A high page per session indicates visitors engage with your website and find what they want.

Time on site

This metric measures the average time visitors spend on your website. A high-time on-site shows that visitors engage with your website and find it helpful.

While these metrics are essential, paying less attention to metrics such as page views is vital, which can be misleading. Pageviews only track the number of times users have loaded a page, and it’s not a direct measure of user engagement.

Review Linking Strategy

Reviewing your linking strategy is vital in developing a successful B2B ecommerce SEO campaign. Link building is acquiring backlinks from other websites to your own.

Backlinks help search engines understand the relevance and authority of your website. Search engines consider websites with more backlinks more authoritative and trustworthy. They can also drive referral traffic to your website.

Internal linking is also crucial in a B2B ecommerce website. It links to other pages on your website. Internal links can help search engines understand the structure of your website, and they can also allow visitors to navigate your website.

When reviewing your linking strategy, acquiring high-quality backlinks from reputable websites is essential. You can create valuable and informative content, participate in online communities, and reach out to other websites in your industry.

However, it’s also essential to be cautious of manipulative link-building practices. Buying links, participating in link farms, or using automated link-building software can be regarded as black hat SEO and can cause penalties from search engines.

Revise Keyword Strategies

Keyword research identifies potential customers’ words and phrases when searching for products or services like yours. By understanding these keywords, you can optimize your website and its content to rank higher in search engine results for those keywords.

Keyword research is vital for understanding your target audience and identifying new opportunities to reach them. You can use tools like the Google Keyword Planner to perform keyword research. This tool provides data on search volume, competition, and other metrics for specific keywords. You can also conduct keyword research by analyzing your competitors’ websites and identifying their targeting keywords.

When revising your keyword strategies, focus on long-tail keywords, which are longer and more specific phrases that are less competitive and can generate more targeted traffic. You should also focus on local keywords if your B2B company provides services within a particular region.

Note: In a B2B ecommerce setting, the keywords used in paid search campaigns may sometimes differ from those used in SEO. In paid search campaigns, the focus is on driving conversions, while in SEO, the focus is on driving organic traffic.

Analyze the Competition

Competitor analysis identifies and analyzes your competitors’ strategies, strengths, and weaknesses. By understanding your competitors' actions, you can identify opportunities to improve your website and outdo them in search engine rankings.

Competitor analysis includes evaluating the quality and quantity of their backlinks and content. Additionally, examining their website’s design, user experience, and social media presence and engagement provides insights into where you stand compared to them.

  • If your competitors have more backlinks and those of higher quality, you can focus on building more for your website. 

  • If they have higher-quality content, you can focus on providing an even better and more complete piece of content.

Ideally, you are doing both. 

The digital landscape constantly changes, and your competitors’ strategies and websites will evolve. It’s essential to review your competitors and adjust your strategy accordingly regularly.

Optimize Product Pages

Product pages on your website provide detailed information about specific products or services. Optimizing product pages for SEO improves their visibility in search engine results and increases the chances of converting website visitors into customers.

When optimizing product pages, there are a few key elements to consider, including:

Title tags and meta descriptions

These tags provide search engines with information about the contents of a page. Title tags and meta descriptions should include the main keywords for the product and be written in a way that is both informative and compelling.

Product descriptions

The product description should be detailed, informative, and well-written. It should also include keywords that apply to the product.

Product images

High-quality images can help visitors understand the product better and can be an essential factor in buying decisions.

Product reviews

Product reviews can build trust and credibility for the product and provide insights for the B2B company for future product improvement.

Product pricing

Showing pricing on the product page helps visitors understand the product’s value and helps improve conversions.

Internal links

Include internal links within the product page to other relevant products or services to help visitors navigate the website

Build a Blog

Blogging is a content marketing strategy that allows businesses to share valuable information, insights, and industry knowledge with their target audience. The company can establish itself as a thought leader and drive more website traffic.

When building a blog, create high-quality, informative, engaging content relevant to your target audience. Capitalize on industry news, product or service updates, and tips and advice for your business.

Share your blog post on your social media accounts, and encourage your followers to share it to drive more traffic to your website.

Critical Tips for B2B SEO Optimization

Optimizing your B2B ecommerce website for search engines can be complex and time-consuming. However, the following tips can improve your website’s visibility and drive more traffic and sales.

Focus on Educating

Educating your target audience through content marketing is crucial for B2B sales. B2B buying decisions often involve multiple stakeholders. By providing educational content such as whitepapers, e-books, webinars, and case studies, you can help potential customers understand the value of your products or services.

Think of it like the old-school catalogs you received once upon a time. Often, these catalogs included helpful articles to support the product topic. 

Educational content also helps establish your business as a thought leader in your industry, which can be critical in building trust and credibility with your target audience. By providing educational content that addresses your target audience’s specific needs and pain points, you position your business as a solution to their problems.

Optimizing educational content for search engines by including relevant keywords and meta-descriptions is critical. Otherwise, it becomes the best piece of content that no one sees. SEO optimization makes it more likely for your target audience to find your content when searching for information related to your products or services.

Address All Decision Makers

B2B buying decisions often involve multiple stakeholders with different interests and roles within a company. Each decision maker may have a different perspective on the problem your product or service addresses and other criteria for evaluating solutions. Understanding the roles and interests of each decision-maker to create targeted and personalized content and to message them is a requirement to battle in competitive markets.

It’s essential to use different channels to reach other decision-makers. For example, the financial decision-maker may be more likely to respond to an email or phone call. In contrast, the technical decision-maker may be more likely to respond to a demo or webinar. 

How does this work with SEO? SEO content marketing opens the door to creating lead magnets where you follow up in a way that best fits the decision-maker. 

Build Your Reviews

Reviews build trust and credibility with potential customers and provide insights for future product improvements. Positive reviews on your website can increase the chances of converting visitors into customers. Positive reviews can also help establish your business as a reputable and trustworthy supplier, which can be critical in B2B buying.

One way to leverage reviews is by including them on your product pages. Having reviews on your product pages creates user-generated content that looks great in Google's eyes. Their reviews and testimonials include your relevant keywords, placed in a way that is hard to duplicate. 

Final Thoughts

Developing a successful B2B ecommerce SEO strategy is crucial for driving traffic and sales to your website. Following best practices for keyword research, link building, and content creation can improve your website’s visibility and reach your target audience.

It’s essential to educate your target audience through content marketing, address all decision-makers, and build reviews from satisfied customers. Doing this can help establish your business as a thought leader and build trust and credibility with potential customers.

Your B2B Ecommerce Agency

Unlock the full potential of your B2B brand with our expert B2B SEO services. As a leading B2B SEO agency, we have the experience and knowledge to help drive more traffic and sales to your ecommerce website. Contact us today to see how we can help take your business to the next level.

Jason Vaught

About Jason Vaught

Business and entrepreneurship came early for Jason, with his candy selling business being shut down by the middle school principal, which led to his suspension. Taking a break from marketing and strategy until after his formative years, Jason began his first “real” business at 22, which he held until December 2021. Throughout this time, Jason owned various businesses in many industries, which gave him a unique lens to look through. He channeled the information gained from these various perspectives through article content writing. He quickly realized that it took more than good content to rank in Google. This is when his fire for SEO and content marketing first started. Now, Jason focuses all his efforts on SEO and content marketing, finding that he enjoys helping other companies more than his own. There is something special (and spiritual) about being a part of someone else’s success. Personally, Jason most enjoys spending time with his 5-kids and beautiful wife. He’s also passionate about golf, gardening, and reading good books.