SEO is traditionally viewed as a practice of driving traffic, and ultimately sales or brand visibility, for a business through a website. However, this isn't always the same in all cases.

En el B2B SEOentails that we have to think much more about educating and helping the customer in a much longer purchasing process. The Business Intelligence SEOapproach, in which keyword analysis tools are used to inform strategic decisions and do not aim for search engine ranking, is very helpful in this context.

Below, we'll discuss four emerging SEO trends that challenge the most common understanding of the practice. I hope you find this interesting.

B2B SEO

The B2B customer is a rational decision-maker. Their operations involve a lot of money and a significant impact on your organization. For this reason, they need to compare suppliers, obtain objective information, and compare data and opinions.

Decision-making is typically bureaucratic. It requires control and multiple people are involved. For this reason, purchasing processes are often lengthy.

For all these reasons, our sales strategy must be as far removed from impulse sales tactics as possible. Our work is nurturing, that is, earning our clients' trust through advice, professionalism, and demonstrating our competence.

When designing an SEO strategy for a B2B client, it's important to understand that this type of client requires expert content. We need to provide them with accurate and relevant information, which typically translates into educational content, user guides, and detailed technical specifications for our products and services.

To fully understand what they need, it is recommended to do a thorough analysis of the target client typology and its Customer Journey. Armed with information about what the client needs, we then recommend using interviews to transform expert and technical knowledge into valuable content for the client.

It's worth noting that in keyword research, we may observe abnormally low volumes in B2B environments. This is because these are specialized searches. There are generally few customers in the niches in question, but they tend to have very high average purchase prices, which compensates for their scarcity.

Due to this predictably low traffic volume, qualitative techniques are more valuable when evaluating results than in B2C environments. We don't work with large numbers, but rather with customers who can be counted on the fingers of one hand, from whom we must extract information about their experience with our brand and how to optimize it.

SEO for Startups

In fast-growing, disruptive technology companies, often funded by venture capital, SEO can play several particularly important roles. SEO for startups allows for:

• Know a market. Keyword analysis gives us access to information about how users search, allowing us to understand their habits, preferences, and problems. This can inform our product design and strategy.
• Create cheap sources of income.SEO can serve as a sales channel for our flagship product, as well as to drive traffic that allows us to monetize ads or an e-commerce site on a website. This way, we'll have alternative sources of income in the early stages of penetration.
• Forecast cash flows. Monetizing ads or early-stage product sales for proven demands provides a much more reliable revenue forecast than those offered by disruptive technology products. This reduces the risk of investors' operations.
• Educate customers. By responding to information requests on search engines, we can disseminate our vision to the general public, helping to introduce desirable changes in society's habits and culture.

Business Intelligence SEO

Keyword analytics allows us to see how users search. This enables us to interpret their interests, habits, questions, product demand, and so on. This information is extremely useful in companies' strategic decision-making processes.

SEO for Business Intelligence allows:

• Visualize the search demand. This includes requests for information or purchases of products and services. The relative volume of these requests can be compared.
• Analyze the competitors. SEO analytics tools allow us to determine which websites are ranking for strategic terms associated with our business. This allows us to observe our competitors' communications, content, and offerings, as well as identify them.
• Understand what features are in demand. Internet searches provide information about the specific problems and solutions users need. This can inform our product and service design process.
• Ponder the relative value of the data. Knowing the volume of each search and comparing them allows us to interpret their relative importance.

SEO for Internationalization

SEO is a tool that can be of great help in an internationalization process. It can significantly reduce costs, significantly reduce operational risk, and guide the process to increase its success rates.

SEO analytics allows you to understand the demand in a target country and analyze the main competitors. With this information, you can create an SEO channel that will help you enter the market virtually, and then take the physical step once you've secured a small market niche.

Below we detail the internationalization process supported by analytics and the development of an SEO channel:

1. Validate the demand in the target country. We'll use SEO analytics tools to understand search engine demand in the target country. This allows us to gather extensive information about the performance of our target market and how it differs from our home market.

2. Study the competition. With SEO analysis tools, we can identify the main competitors in our niche in the target country and study their offerings, communication strategies, etc.

3. Export products. By developing an SEO channel focused on the target country, we can generate sales in that country and ship products from our home country, ensuring the viability of the business before making any real estate investments.

4. Open a sales center. With an acquired sales flow and all the information we've gathered so far, we can open a sales center located abroad that will allow us to offer better services at our destination.

5. Implement productive systems. If potential advantages are observed, implementing production systems in the target country can be considered, but only after all the previous steps have been taken, significantly reducing the investment risk.

Are you interested in SEO?

If you'd like to learn more about how SEO can help your business, don't hesitate to contact us. We can advise you on how to carry out any of the processes detailed in this article. Write to us through this form or by sending an email to info@microtactics.net