How to map SEO to B2B buyer's journey

How to map SEO to B2B buyer's journey

Posted on
June 8, 2023

Often overshadowed by the allure of algorithms, keywords, and link building, the critical element of the buyer's journey is unfortunately frequently overlooked in B2B SEO strategies. But the buyer's journey forms the backbone of any successful marketing strategy, including SEO.

It provides an invaluable framework for understanding your audience's thought processes, motivations, and needs at different stages of their decision-making process. This insight enables you to craft an effective SEO strategy that not only improves your visibility in search engine rankings but also ensures your content genuinely resonates with your potential customers, guiding them from awareness to consideration, and ultimately to the decision stage.

In this blog post, we delve into the intricate dynamics of the buyer's journey and its paramount importance in B2B SEO. We also provide practical guidance on mapping your SEO efforts to each stage of the buyer's journey, ensuring your business effectively captures, engages, and converts potential customers.

Potential Pitfalls of Neglecting the Buyer's Journey in B2B SEO:

Ignoring the buyer's journey when crafting your B2B SEO strategy can have detrimental effects on your business's overall digital marketing success. One characteristic unique to the B2B buyer's journey is its length – it is typically longer and more complex than B2C journeys, often involving multiple decision-makers and a detailed evaluation process.

Misaligned Content and User Intent: When you fail to consider the buyer's journey, there's a high likelihood of misalignment between your content and the user's current stage in their journey. For instance, offering highly technical product specifications (suitable for the decision stage) to a buyer who's just in the awareness stage can lead to confusion and disengagement. This mismatch can result in high bounce rates, low engagement, and a failure to move prospects through the funnel.

Inefficient Keyword Strategy: Without an understanding of the buyer's journey, you may end up targeting either too generic or too specific keywords that don't resonate with your potential customers' search queries at a particular stage. This could result in attracting traffic that's irrelevant (thus, unlikely to convert) or failing to attract any traffic at all due to the high competition for these misplaced keywords.

Lost Conversion Opportunities: With a longer and more intricate buyer's journey, B2B customers need clear, stage-specific guidance. If your content strategy does not consider this journey, you may fail to provide the necessary call-to-actions (CTAs) or content that nudges the buyer to the next stage. This lost opportunity can result in fewer leads and conversions.

Lack of Trust and Authority: Over time, neglecting the buyer's journey could harm your reputation and authority in your industry. By not providing valuable, stage-appropriate content, potential customers may turn to your competitors for information, making it harder to win their trust and business in the future.

Read more: 6 common enterprise SEO Mistakes and how to avoid them

How to Map SEO to the B2B Buyer's Journey:

In this section, we'll explore practical strategies for mapping your SEO efforts to each stage of the buyer's journey.

Awareness Stage

Buyer's Mindset: At this stage, buyers are looking for educational content that can help them understand their problem or need. They're likely to use search queries that are broad and informational.

Content Types: Blogs, ebooks, whitepapers, and other educational content types work well at this stage.

SEO Tactics: Target broad, informational keywords related to the problems or needs your product or service can address. Focus on creating high-quality, informative content that can help potential customers understand their problem or need better.

Consideration Stage

Buyer's Mindset: Buyers at this stage understand their problem or need and are looking for possible solutions. They're likely to use search queries that compare different solutions or strategies.

Content Types: Webinars, case studies, comparison guides, and solution-focused blog posts work well at this stage.

SEO Tactics: Target comparison and solution-focused keywords. Showcase how your solution can address the problems or needs identified during the awareness stage.

Decision Stage

Buyer's Mindset: Buyers at this stage have decided on a solution strategy and are comparing specific offerings or vendors. They're likely to use search queries related to specific brands, products, or services.

Content Types: Product demos, free trials, customer testimonials, and detailed product descriptions work well at this stage.

SEO Tactics: Target brand and product-specific keywords. Highlight your unique selling propositions, share customer testimonials, and provide proof of your solution's success.

Understanding the buyer's journey and effectively mapping your SEO efforts to it is crucial to the success of any B2B SEO strategy. By doing so, you can ensure that your content resonates with potential customers at each stage of their decision-making process, effectively guiding them towards making a purchase.

At Freshboost, we've helped numerous B2B businesses improve their search engine visibility, attract more relevant traffic, and drive significant business growth by aligning SEO strategies with the buyer’s journey.

Get a free B2B SEO audit to know how we work.



Webflow plans cost

Webflow has varied plans depending on your requirements.
The lowest plans start from $14 and the highest can go above $300/month for enterprise sites.

Developer cost

Most custom web-flow websites require additional HTML, and CSS code to change the appearance and this will require a developer. 
$25/hour to $150/hour depending on regions

Designer cost

The custom Webflow site will have a custom design, which will require a design.
Starts from $50/hour and upwards depending on Region


Webflow uses integration to work with third-party data sites or apps like Zapier.
Integrations like Zapier start at $19.99/month.

Site Type

E-commerce sites are heavy, while small business sites are light.
A small custom site can range from $3500. Whereas, ecommerce sites will start from $10,000 and above
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Frequently asked questions

Is SEO important for eCommerce platforms?

Yes, SEO is crucial for eCommerce platforms. It enhances visibility on search engines, attracts potential customers, and improves the chances of higher conversion rates, ultimately boosting online sales.

How to increase eCommerce sales with SEO?

To boost eCommerce sales with SEO, focus on keyword optimization, create high-quality and relevant content, optimize product pages, improve website speed, utilize social media, encourage customer reviews, and invest in a mobile-friendly design.

How Is SEO for E-commerce Different?

SEO for E-commerce differs in product-focused optimization, dealing with large inventories, optimizing product pages, handling duplicate content issues, addressing seasonal fluctuations, and focusing on user experience to encourage conversions. It's a specialized approach tailored for online retail.

Which Ecommerce Platform is Best for SEO?

There is no one-size-fits-all answer. Popular platforms like Shopify, WooCommerce, and Magento offer good SEO capabilities. The best choice depends on your business needs, content management preferences, and technical expertise.

What are the benefits of SEO for eCommerce Platform?

SEO for eCommerce platforms brings increased organic traffic, higher visibility in search engine results, improved user experience, enhanced credibility, and better chances of converting leads into customers, leading to increased sales and revenue.

Frequently asked questions

Is pay-per-click advertising worth it?

PPC advertising offers targeted reach, measurable results, and fast outcomes, making it valuable for businesses. It allows precise audience targeting and provides detailed analytics for performance tracking. While it delivers quick results, it requires ongoing investment and time for management. Additionally, competitiveness in certain industries can raise costs and pose challenges.

How is ranking different when comparing PPC vs SEO?

PPC: Paid placement based on bidding and ad quality for immediate results and precise targeting.SEO: Organic ranking influenced by website quality and content relevance, takes time to build and maintain.

How Is SEO for E-commerce Different?

SEO for E-commerce differs in product-focused optimization, dealing with large inventories, optimizing product pages, handling duplicate content issues, addressing seasonal fluctuations, and focusing on user experience to encourage conversions. It's a specialized approach tailored for online retail.

How do SEO and PPC work together?

SEO and PPC complement each other by improving online visibility and driving traffic. PPC provides keyword insights for SEO, while SEO informs PPC strategies. PPC serves as a testing ground for SEO keywords, enhancing organic optimization efforts. Together, they increase SERP visibility, optimize landing pages, and improve user experience and conversions. Additionally, PPC data informs SEO content strategies, resulting in better online performance overall.

How much do PPC agencies charge?

PPC agencies offer services to assist businesses in handling their PPC campaigns, with costs typically ranging from $350 to $5,000 monthly or 12 to 30% of ad spend per month.

Frequently asked questions

What criteria should I consider when selecting an SEO agency?

When looking at how to choose an SEO agency, you’ll need to go through any available client testimonials that’ll be available in their website. Also, check if they’re transparent about their business approach to you and whether they possess a multi-disciplinary team.

How can I assess and evaluate the capabilities of an SEO agency?

When you research how to choose an SEO agency, you can evaluate their capabilities beforehand by going through their previous sample works, going through client testimonials and also going through community forums to check for reviews regarding the SEO Agency you’re looking out for.

What factors should I weigh when choosing an SEO specialist?

The factors that influence your question of how to choose an SEO agency should be to check if their portfolio is diverse, and whether they have good client testimonials, and they don’t guarantee you top ranks in Google’s search results.

What steps should I take to pick a local SEO company for my business?

Go through the company’s portfolio that is publicly available. Also, while looking for pointers on how to choose an SEO agency for your business, you can go through your local SEO agency’s client testimonials and research the company’s cultural dynamics.

Frequently asked questions

What is Plastic Surgery SEO?

Plastic surgery SEO is a specific type of search engine optimization (SEO) focused on attracting potential patients to a plastic surgeon's website. It involves various tactics to improve the website's visibility in search engine results for relevant keywords.

Why SEO for Plastic Surgeons Is Important?

SEO is an essential tool for plastic surgeons seeking to increase online visibility, rank high on SERP, attract qualified leads, and ultimately convert them into patients.

How long does it take for medical SEO to work?

Based on SEO strategies and the quality of content, initial improvements can be expected within the first three months. Achieving top positions in search results and driving traffic typically takes an average of six months.

How do you get plastic surgery leads?

Utilize 3D visualizations, Content Marketing & Webchat, patient-focused blogs, testimonials, mobile optimization, and SEO to generate plastic surgery leads.

Frequently asked questions

What is manufacturing SEO?

Manufacturing SEO involves optimizing a manufacturer's online presence to improve search engine rankings and visibility, attracting potential clients and enhancing brand awareness.

How does SEO benefit a manufacturing company?

SEO benefits manufacturing companies by increasing online visibility, attracting targeted leads, and establishing credibility, ultimately boosting brand awareness and facilitating business growth.

How can manufacturing companies improve SEO?

Manufacturing companies can enhance SEO by optimizing website content, incorporating relevant keywords, improving site speed, and utilizing quality backlinks for a stronger online presence.

How do you get plastic surgery leadsWhat is the main mistake of SEO that manufacturing companies make??

The main SEO mistake manufacturing companies make is neglecting to focus on industry-specific keywords and failing to regularly update and optimize their online content for search engines.