Not all sites are the same, so all the sites’ SEO strategies can’t be the same. However, we give statements that these particular strategies will make you an expert in the SEO game. But as the companies vary and their business models, so do the SEO tactics. Therefore, it is time we rethink our approach towards different types of businesses. However, you have to learn the differences between types of businesses and how they function to doctor SEO services. We know about B2B and B2C businesses, but there are subtle differences between the two for consumers and one for professionals. Also, they have two sub-divisions: inventory-driven and content-driven. Let’s look into the differences before choosing the right SEO strategy:
SEO For B2B And B2C Has Fundamental Differences
We must understand the difference between the four types of companies for scaling SEO efficiency, which differed by target marketing and content creation. Firstly, selling to business and selling to consumers are not the same. Secondly, user-generated content is different from creating your own content. Each of these factors impacts the approach you should take on SEO.
Companies usually fall under these four main types:
- B2B inventory-driven companies (Example: Shopify, Trello, etc.)
- B2C inventory-driven companies (Example: Amazon, Uber, Facebook, etc.)
- B2B content-driven companies (Example: HubSpot, Adobe, etc.)
- B2C content-driven companies (Example: Casper, Glossier, Warby Parker, etc.)
B2B companies can be inventory-driven or content-driven. However, there are hardly many B2B companies that use user-generated content. Most of the B2B companies have to create their own content and sell them to businesses. For most B2B businesses, content marketing is a feasible strategy in current times. B2B businesses are following the consumerization trend like B2C businesses for winning and retaining the customers. It has become possible due to the introduction of cloud systems and new business models.
Just like B2B companies, B2C businesses have two types of content: company-created content and user-generated content. Direct-to-consumer companies occupy the CGC space as they have a small inventory. So, they are not able to scale SEO. Most of these businesses drive business through referrals and paid channels. Therefore, you have to find the right balance between lifetime value and customer acquisition cost. But not being able to use SEO is a missed opportunity. When it comes to B2C marketplaces, they sell physical products via platforms like Facebook to connect buyers to sellers. Business pages and user profiles help to drive SEO and have ranked on the site. Get more information here.
Right SEO Strategies For Each Business Model
So, what are the SEO drivers for each type of company? These B2B and B2C companies have two major types of business models: inventory-driven and content-drive. The way these contents are created-makes the most differences for the application of the right SEO strategies. Content-driven companies create the content themselves, whereas inventory-driven companies use user-generated content or product inventory. Inventory-driven sites can leverage their content with technical SEO. Therefore, two separate fields of SEO are now prominent: one is technical SEO, and the other one is Content Marketing. But right now, the differences between the two are very subtle.
Inventory-driven Companies Must Focus On Technical SEO
Technical SEO should be the focus for companies driven by inventory. Most times, inventory-driven businesses have high volume indexable pages with user-generated content or product inventory. Of course, the biggest challenge these companies encounter is keeping the content quality of the page high. After all, their pages feature user-generated content or compete with the same inventory of other companies. You don’t have much control over UGC, so your focus should be on indexing. When the inventory has a similar product as the competitors, you must give enriching product information for differentiation.
These companies have to ensure that Google is able to render their large volume of pages and crawl. When pages have well-prepared internal linking structures and XML sitemaps, they help in crawling. Internal linking plays a significant role in distributing internal and external Page Rank on Google.
Content-driven Companies Must Focus On Content Marketing
A content-driven company should work on scaling production, right promotional strategies, and backlinks creation. It is content marketing. As there is no inventory, they can’t scale it, so they have to rely on CGC. For creating successful content, companies have to get into the mind of the target audience. It lets them create content addressing the problems the mass audience faces and map along the buyer’s journey. Therefore, the focus stays on providing the user or outstanding audience experience with impactful content. For content to be impactful and outstanding, the message, content format, graphics quality, etc., also have to be great.
Promotion of content along with generating backlinks is way more complex than what we think. You have to attain the right balance between art and science to make these tactics work. The key is to know who or which brand has the power to influence your target market and contact them to get associated with your brand. Instead of acquiring one-off links, successful brands focus on partnership-building.
Know Your Business Well And Be Creative
Based on your business type, the SEO strategies will differ. If your company is inventory-focused, then you have to invest in technical SEO. On the other hand, content-driven companies need to run a content marketing track. Even though the focus of inventory-driven companies and content-driven companies are different, not all of the SEO areas differ. You have to find the right approach based on your company’s needs and apply the SEO strategies that matter. After all, SEO strategies are about working smarter, not only about working harder. You can Get more information here.