With the B2B eCommerce market reaching into the multi-trillions according to analysts, the online landscape becomes more crowded every year. Magento has built-in marketing features to assist B2B merchants with their important revenue-driving marketing campaigns.
Magento 2.2 Search Features
Search Engine Optimization is the holy grail of search elements. This involves optimizing your site so that it ranks “organically” (i.e. in the non-paid listings). There are several ways to accomplish this, with all of these features optimized natively in Magento 2 Enterprise Edition and included in a project build with Web Solutions NYC.
1. Use Keywords. Keywords in the page’s title and its content are highly important. Think of words that customers may use when they’re searching for your site, and populate the page with those words. You should also create keyword rich URLs.
2. Pay attention to page load time. Test your site to see how quickly it takes a page to load. If it takes longer than a couple of seconds, take measures to increase its speed. You can lower image resolution, optimize your database, or make use of a content delivery network.
3. Group your information. If you create a logical directory of your site’s information, Google’s search algorithm will prioritize each section’s keywords, allowing visitors to arrive at highly relevant information with each search.
4. Regularly update your XML sitemap. When you make a change to your site, update your XML sitemap. This will allow crawlers to recognize the changes and index this new content.
There are, of course, dozens of other ways you can optimize your site for search engines. They may seem like small steps, but all together they make for a very powerful, highly ranked site.
Pay-per-click may seem like a B2C game, but it can actually be a highly effective tool for generating leads and sales. A recent study found that guests who arrive at your site via PPC results generate 3.2% more revenue for your company than those who arrive organically. While B2C sellers may have an advantage in this category, there are many ways you can make PPC effective for your business.
1. Avoid irrelevancy. You don’t want someone arriving at your paid listing if they’re not interested in what you’re selling. Use exact match searches and negative keywords to avoid these irrelevant clicks. You can also use longer key-phrases to narrow down the search.
2. Optimize your ad text. It should answer their question or provide a compelling reason why they should visit your site. If it doesn’t catch their eye, they’re going to overlook your business listing.
3. Personalize the landing page. Depending on what the customer searched for, take them to a landing page that’s highly geared towards their needs. This can be a useful tool for organic search results as well.
Landing Pages and CMS
Local search is something that many B2B marketers overlook. Research recently revealed that only 35% of B2B marketers have created a local business listing. If you’re an online seller, this may not seem like a worthwhile venture. But think about it this way: search optimization is about real estate. You want to take up as much of it as possible. So if you can appear in paid, organic, and local listings, your customer will see your company name three times, dramatically increasing your appeal. Here are a few ways to make local search work for you.
1. Optimize your business listing. Add photos, videos, custom details, anything to make your listing more complete. The listing description should be keyword rich, and you can even add offers or promotions to the listing.
2. Create location-specific landing pages. Say you’re physically located in Utah but you do a lot of business in Ohio. You may be competing with other companies in Ohio, so you have to come up with creative strategies to out-perform them. Location-specific landing pages is one of these. You can create a landing page for customers in Ohio (or any other state), depending on what they searched for and where they searched from.
3. Use location-specific keywords with PPC. Highlight the cities where you do the most business and add their location names to your PPC keywords.