5 B2B writing tips to drive organic traffic to your blog

By Afton Brazzoni | Updated March 2022

B2B buyers use search engines on their hunt for everything from service providers to software vendors. Regardless of the products or services youoffer, your target audience is seeing similar companies in their search engine results, so how do you stand out? If you want to encourage potential customers to visit your tech company’s website, you need to use B2B writing strategies like search engine optimization (SEO) and blog SEO tips.

The marketing content you create can improve your search rankings, but to do so, this content must address your audience’s needs. By learning B2B writing skills like SEO for blogs (or hiring an expert to help), you can produce content with keywords that will give your company a better chance of reaching your ideal buyers.

In this article, we’ll discuss five B2B writing tips for SEO to help you:

• build domain authority and relevance

• conduct vital keyword research 

• evaluate your competition 

• uncover where and when to strategically use your keywords

• update old blog posts to improve rankings

• reach blogs with guest post opportunities to build domain authority

The difference between authority and relevance

Arguably the easiest way for Google to gauge your website’s reputation, authority is built when another website links to yours. This indicates a sense of trust in the information you’re providing. A well-optimized site will have multiple backlinks that offer information about the site and whether the user will find its content helpful. 

Keyword relevance can also indicate to search engines that you’re an expert on your subject. Instead of choosing only terms that are relevant to your company, it’s important to include keywords your audience is searching for in your blog posts. Think of these keywords like phrases rather than specific words. For example, your potential customers may be searching for “best finance software for small teams.”

Now, let’s focus on how to build relevance with a solid keyword strategy. We’ll also explore how to write SEO friendly blog posts and how to gain backlinks to your site, so you can increase your domain authority. All of these B2B writing tips will enable you to attract more readers to your B2B technology content.

5 B2B writing tips for blogs to drive organic traffic

1. Conduct keyword research for your B2B writing

Leveraging SEO for blogs starts with providing useful content, which you can do by including keywords in your blog posts to connect your readers with the information they’re searching for online.

Capitalize on organic SEO tips and improve your blog ranking by using keywords strategically. Check out the Google Adwords Keyword Tool and Semrush to find keywords and topics relevant to your industry and company, as well as to see what words and phrases your competition is targeting. Take the time to go full Sherlock Holmes in your detective work, and you’ll find the following blog SEO tips much easier to implement. 

2. Assess your competition 

It’s helpful to get a sense for what you’re up against when it comes to getting a blog post on the first page of Google’s search results for a given keyword. This means you need to compare your domain authority to that of your competition.

Domain authority contains various factors that are tallied into a single DA (Domain Authority) score, typically on a scale of 1 to 100. This score is then used to compare website “ranking strength” on search engine results pages (SERPs). Websites like Moz offer tools to see your site’s DA score. 

After you’ve selected a keyword, research the posts that rank on the first page of Google for that keyword, and see how your blog ranking, or domain authority, compares to theirs. Pro tip: sites with a lot of external links usually rank higher. 

3. Use keywords strategically in your B2B technology content

Figuring out how to write SEO friendly blog posts doesn’t have to be a struggle. There are a few best practices to keep in mind. Include your keywords in the title, headings and subheadings, introduction, concluding paragraph, anchor text (text hyperlinked to other pages on your site), title tags and meta description. Don’t forget to optimize your images by including keywords in the file name and filling out the alternative text field.

Important organic SEO tips to note include avoiding packing your content with keywords to the point that it’s hard to read, because not only will it frustrate your audience, but you’ll be penalized by Google. Be strategic! It’s also good blogging etiquette to tag relevant articles you reference in your blog posts. This will allow you to rank higher on search engines, while you share the love and credit your sources.

4. Refresh your B2B writing to boost search rankings

Updating old blog posts is an easy way to drive more traffic to your website. As a B2B tech marketer, you’ve likely felt the pressure to constantly generate new content. The good news? You can revisit blog posts you’ve already published to improve them. Updating old blog posts also helps build brand trust and loyalty, because your audience can look to you to consistently provide valuable, informative and current content. 

How do you decide which blog posts to update? There are several factors that go into this (it’s a whole other topic!), but an easy way to get started is by choosing posts with keywords that rank on pages 2 to 5 of Google.

Simple changes can go a long way. Give your blog posts a refresh by adding new videos, images or statistics. Or, target new keywords and treat old content like it’s new by promoting the updated posts. Look for new information available on a particular topic, and always make sure your content is still relevant to your readers.

5. Publish guest blog posts to build domain authority

Guest blogging is a great way to create an association between your brand and other well-known tech companies and influencers. You can do this by inviting a prominent B2B blog writer to contribute to your blog, or write a post for their website. For the purposes of building domain authority, we’re going to focus on the latter. 

When looking for a site to write a guest blog post for, don’t just blindly pitch — become a detective and do your research. Find out what topics they write about, and where there’s overlap between the interests of your two audiences. When they post your blog, ask them to include a link back to your site (known as a backlink).

Why do backlinks matter? Search engines consider backlinks like nods of approval for a webpage — confirmation that the information you’re providing is credible, valuable and useful. When your guest blog is published on another website with a link back to your own site, it’s like a vote for your brand’s authority. This, in turn, builds your domain authority in Google’s eyes, which helps drive higher organic search rankings.

Need an expert B2B blog writer?

Improving your blog SEO will lead to better search rankings. This will drive more organic traffic to your site, and boost leads and sales for your company. A seasoned B2B blog writer can help build your domain authority and relevance, and research applicable keywords to help you land the coveted first page of a Google search.

Harness the power of expertly-optimized blog posts to attract the right readers to your B2B technology content. Learn how Scribe National helped our client Uplift Content increase customers by 150% with blog posts.