One of my B2B SEO Clients is up in SEO traffic by 197% (20,021 vs 6,747) from January - April 2025 YoY. B2B SEO has changed dramatically from a year ago, so I've needed to adapt and change my strategy to provide my clients with results. The way that I look at B2B SEO is through several lenses, which include robust technical SEO fixes, reviewing the % of traffic from Google and Bing, expansion of new content based on competitor gaps, refinement of existing pages to drive new traffic, reviewing the user flow on the website, and finally, looking at the search terms that trigger campaigns in Google Ads and Bing Ads.
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https://tmblast.com/services/national-seo-services/b2b-seo-agency/
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00:00Hey everyone, what's going on? Greg here again from Team Blast. I want to go over a B2B SEO
00:04case study for one of my clients in 2025. They're up almost 200% in organic traffic from January
00:101st through April 2025 versus the same time period of 2024. So I want to walk you through
00:16how I think about B2B SEO for this client, but also all of my clients as well, because it's
00:22kind of the same pattern. So it begins with technical crawls. So every website is different.
00:27I've onboarded clients that have had major technical issues with their website. And I'm
00:32not talking about robots.txt file problems or no index pages. I'm talking about JavaScript
00:38heavily built websites that Google really can't rank as well and Bing might not even index
00:44properly. So really for me, whether I onboard or as a consistent weekly basis, I'm making
00:50sure that there's no issues that are happening with the website. I don't want to restrict
00:53any future growth. Next is percentage of Google and Bing SEO traffic. What I noticed actually
00:59with B2B is that Bing typically makes up roughly around 10%, but it could actually be even a
01:05little bit higher for this particular case study. They're around 8% of their traffic from
01:08Bing in 2025. But I track both Google traffic and Bing mainly because when I track your rankings,
01:16I can actually do this with an SEM rush and track Google rankings and Bing rankings. And
01:19when I look at Search Console and Bing Webmaster Tools, there's usually opportunities that I can
01:23maybe rank a little bit better in one search engine and drive more qualified visits back to
01:28that website to get more conversions. Next, expansion of new content. So you always have
01:31to keep creating new content. You can't keep the website stagnant. So I'm always looking for
01:35new additional landing pages to create for my clients to drive new users to their site.
01:41Next, refinement of existing content. So not so much blog posts, but if we, let's say,
01:45build a few new landing pages. And after a couple of months, I'll look at the data from Search Console
01:50and Bing Webmaster Tools and SEM rush and look at what keywords are kind of stuck on page two,
01:55what terms might want to, you know, have another clear scope report through internal links, images,
02:01video schema markup. What are we going to do to really get to page one and get more traffic for
02:06my clients so they can get more customers for their service. Next to really help with that,
02:12I look at the path exploration in GA4. So as an SEO expert, I have to obviously think about
02:19competition. I have to think about new ways to attract users, but now I got to look at
02:23where are users going when they go through the existing website. The path exploration tool I think
02:28is valuable. It's not as good as the legacy old GA, the old Google Analytics report, but still helpful
02:34for me to get an idea of where do you start? Where do you go through? Does this kind of maybe help
02:40somebody fill out a form or purchase something for my client? And then finally, if I have access to
02:47it, I do look at your Google ads and Bing ads traffic. There's a treasure trove of information
02:51here. You can get search queries report, you can get demographics, you can get a lot of information
02:57from this. So not all my clients run Google ads or Bing ads, but this one particularly does. I don't
03:02manage it, but I still have access to it. So I can actually look at the search queries report. That
03:06helps me also with organic traffic as well to look for new opportunities to expand into.
03:11So to start weekly technical crawls. So SEM rush allows me to run a weekly technical scan. Now the
03:1988% says no, no changes. That percentage doesn't really matter necessarily from, Hey, do I, what would
03:26a 92% look like? Would that be more traffic? That's not so much the case. It's more about keeping an eye
03:31on everything. So for all my clients, especially my bigger clients with B2B, especially this one,
03:36you have a lot of people making changes to the website. What can happen is that there could be
03:41some code push. There could be something that could inadvertently hurt our ranking. So the weekly
03:45health report really allows me to make sure that, okay, from a technical standpoint, are we good?
03:50If I notice that there's a major issue, especially if I onboard a client that I suspect there might be
03:54an issue with Google or Bing, I use another tool called SiteBulb and I run through a technical crawl and I
04:00really mimic Google bot and Bing bot. And if, and if we really have to get to this level, I'll do log file
04:05analysis as well to get an idea of where does Google go? Where does Bing go? Is there any waste and crawl
04:11budget? How do we make sure we're getting to our most important pages to crawl to then, you know, rank
04:17better to then drive more traffic for them? Next is, so this is just the breakdown in 2025, January through April
04:252025. And I'm looking at the organic search and I'm looking at the session source. So Google
04:30is about 92% and the rest is basically Bing. So that's around that 8% mark that I gave.
04:37Now the thing again with Bing is that when I'm not sharing with this is that I would look into
04:41the session to conversion rate. So I might notice that Google drives more traffic, but maybe it
04:46might take, let's say for every 15 people who visit a site, one person becomes a customer. Bing might be
04:52around that or maybe slightly, you know, worse or better, but it's important to get an idea of like
04:57why we're trying to increase traffic to both search engines. So top level sessions are important, but
05:02for me, I'm really more focused on what are the landing pages that drive the most credit? How can we
05:07drive more traffic then to that from Google and from Bing? Next, I look at Google search console. Now
05:13this is consistent traffic gains over 12 months. So you can see here the rise from last May to now where
05:18we are. We're getting that, you know, nice incline in both impressions and total clicks. I always talk
05:24about this with all my clients. Impressions come first. So you can go from never ranking to page
05:28two or even the bottom of page one of Google and you're barely getting any clicks. But if you move
05:32up higher up on page one, you get more clicks. Now obviously we all know about AI and AI answers and
05:38everything else in shopping ads. And people also ask, there's so many things that go involved
05:42on the surf now today that are much different from a year ago, but the mindset is still the same,
05:46which is very much we have to at least get into the play to get more traffic. Bing, same thing,
05:52a little bit harder to see, but we've had a little bit of an increase in traffic. It's pretty much
05:56matches up with what I'm seeing with their traffic. Now again, this is just a sliver of their traffic.
06:04Bing doesn't, just like Google search console, doesn't exactly report on every visit, but there's
06:08nice trend lines, really helpful to see how we are progressing. So I've talked a lot about like
06:13expansion of the content. What do I do? So one way that I started off with this is that I use
06:18SEM rush. So I talk with my client about who their top competitors are. We look at the keywords,
06:23then we look at competitors of my competitors. So I will use SEM rush. I'll put in the competitor,
06:29and then I'll look at the organic competitors report. And then I look for shared keywords,
06:34common keywords, where the gaps are. I can usually start with one-on-one or I can do one versus let's
06:38say three or four. It's important to get this baseline because a lot of times with my clients
06:43and even myself, I come in with blind spots and I don't, I don't exactly know the keyword universe,
06:47especially when I onboard a new client. So doing the competitor report in SEM rush or third-party
06:53tool allows me to see pages that they have that are driving a few hundred visits to them that are
06:57worth maybe us to explore, to create, to either mimic, or even to do something better. Or for example,
07:03they might have like a PPC strategy only, but they're not ranking it from an organic perspective.
07:08So that tells me that there's value in it from a paid search perspective. They're not ranking well
07:11organically. We need to do something on our site to rank. So create the content, video schema markup,
07:18additional schema markup, other ways that we can really utilize this to drive organic traffic. So
07:23spend a lot of time in the SEM rush report. Next is the refinement of existing content. So one tip
07:31that I always give is to use Google Search Console. You can look at the impressions and you can also look at
07:37the average position. So this again helps you understand where the keywords that are being
07:43searched by users and then what is your rough average position. So I can put in keywords into
07:47SEM rush to track on a daily basis, but I also like looking at Search Console, get ideas of terms
07:52that are driving a lot of impressions that are not driving enough clicks really for us. So I will spend
07:56time in this report and say, what's the ranking page? What can I do to rank better? Can I tweak
08:03the title tag? Can I change header to tags? Can I add more content? Can I run this through chat GPT
08:10or clear scope where SEM rush or writing content tool? There's a lot of ways that I can go about
08:15this. I add internal links. I even create new pages, but I'm constantly thinking about this from
08:19a cycle perspective of once we create new content, let it run for a few months. But if we're kind of
08:23stagnant on our impressions and our ranking keywords, it's always worth refining the experience
08:29because those pages now are indexed by Google and Bing much, much easier, much faster to get traffic
08:33than simply just always create a new page. Now, this is something that I do for my B2B and B2C clients.
08:41Not so much with local SEO, because local SEO really is more of like top funnel where you see
08:46like a listing and you just call it. B2B especially, they're going to go through several different
08:51pages and they'll go through multiple delays of visits. So they might come one day and they might
08:58come four days later or something from a different channel to kind of revisit. I spend a lot of time
09:03looking at the path exploration tool. I want to know what users go through to ultimately potentially
09:09then convert, become a paying customer or at least a lead. Because then I might play around with
09:14things like a notification setting on the top of the site. I might create new content around certain
09:20pages that I think are most important to help the user journey. This is really critical. I think
09:24having a better user experience helps with your Google and Bing SEO traffic. I think it's all
09:29related with that. And then finally, I talk about Google ads and Bing ads. This really helps me
09:33get an idea of the search queries that are triggering the ads and then what I can do from an SEO
09:40perspective. So I might notice that we're spending, I'll make up a number, $45 per click
09:46for a particular keyword, which then triggers tens and tens of other terms that are still very
09:53expensive to bid on. So I'll look at those terms and say, okay, how are we ranking from an organic
09:57perspective? Is it really worth it for us to invest as much in paid search? It might be because maybe
10:03the conversion rate is really good. And if that's the case, then I'll look from an organic perspective
10:07and say, okay, what if we have a PPC unique landing page experience that's very minimalist
10:11when it comes to the word content? So then they can fill out the form and we can get the conversions.
10:15But from an organic perspective, then we will have a brand new page that's more SEO rich,
10:20has more content, more ways for us to kind of rank organically. And we'll know that if we can get
10:24traffic from that from an organic perspective, then we can either move some of our budget to a different
10:29campaign, or at least now we're getting multiple ways to get people into the ecosystem of the B2B
10:35website to then ultimately convert. So really in summary, I'll go right back up to the very
10:40beginning of this presentation. They are up basically 200% in organic traffic in 2025.
10:49Especially now with AI, with ChatGPT, Perplexity, Copilot, Gemini, and there's probably even more than
10:55that. There's always that question of like, how do you go about B2B SEO now with all these platforms?
11:03My strategy is that I'm focused less on blog posts, very focused more on the landing page. So like a
11:10core service that you provide and making sure that we're getting users to get to those pages or create
11:15new pages around that to drive any audience you want. I'm less concerned now about question content,
11:21like what is this? Why should you do this? How can you, where can I, whatever.
11:27I, ChatGPT and everything else like that really does a great job answering that. So I think that
11:31phase now is over. So I think you have to really focus on the landing page of your core service to
11:38kind of survive and to thrive with SEO in 2025. And I guess that rhymed at the end, which I was not
11:44planning, but anyway, that is the B2B SEO case study there again, almost 200% in SEO traffic.
11:50Let me know if you have any questions, feel free to drop a comment. And as always have a good rest of your day.
12:02So
12:06you