I’ve done this a couple of times so I do believe that this works in the B2B space. In particular you need to have your pages broken down into three buckets for search.First, you have pages on your website about the service you provide.
For eg, in the SEO industry you have an SEO page, PPC page, social media advertising page. These pages are going to draw people, leads and prospective clients from all over the map. You might get a small business, an online publisher or a B2B big multi-million dollar company looking for an SEO services company or SEO service, so you need to be positioned for that. This is what I call the “Deciding Journey”. That is a term that a B2B sales trading company called Corporate Visions mentions a lot throughout their content. So as these different companies go through that deciding journey you need different pages on your website to cater to that deciding journey and so some of the easier examples just for pages would be, SEO services pages, blog posts about SEO but then you also need pages about specific solutions that you provide and you can do that a couple different ways. An example would be if you are an IT service provider and you provide cloud services then you want a page specifically about cloud computing. Even if somebody says they are looking for cloud computing services and you tell them that’s a concept. But if they’re looking for that solution then you need that.
The next element for B2B that I get really excited about, because it caters directly to the types of clients that you want to attract, would be building up industry pages. You see those a lot in navigations but you’ll have your services, solutions and industries.
The industries pages are high value even though they are low search volume. They are incredibly high value because you are attracting more of the clients that make sense for your business.
If I had to give a tip it would be that while evaluating your website whether, you’re in B2B or any other niche, if you’re looking for lead acquisition on your website, then check if you have these sets of 10 to 15 pages and if you don’t then that’s an obvious expansion opportunity for you to help you scale by working on packages and services and solutions that make the most sense for your business in industries that you already know.