Aspects of SEO you need to consider in 2021 for your B2B strategy

Nearing the end of a very turbulent and completely unpredictable year, we deep dive straight into the key areas we believe cannot be ignored in 2021 for B2B SEO strategies that aim to achieve big.

Q and A content

With Googles very diverse set of search results, a business can now develop and rank more than just a standard “blue link” organic listing result. A business can produce and index content including video, social, news, map, and Q and A results. Of these, Questions and Answers are a very prominent and well featured results set which can help target users based on intent. Adding Q and A content and using research tools such as Answer the Public can help to conduct meaningful research into the B2B topics that are related to your business. This can enable you to develop an understanding of the questions that users are searching in Google to get answered.

Implementation of Google Analytics 4

Google Analytics 4 has a host of new features which will benefit B2B marketers in ensuring they continue to monitor and understand onsite users and their behaviour through to conversion. GA 4 boasts machine learning features which enhance your ability to understand trends in your website data, including predictive metrics and potential revenues. Audience profiling is much deeper too, allowing you to target customers based on their needs and not necessarily with segmented views across device type for example.

Analysis of the right competitors

Time and time again, we work on accounts and with clients whereby there is a clear difference between the “SEO competitors” agencies want to track and the “business competitors” that business owners want to track. The trick for a successful B2B SEO strategy is to ensure you are tracking and monitoring both sets of competitors. But, for different reasons. Ensure your B2B SEO campaign is aligned to keep an eye on those competitors that rank where you want to be, so that you can take learnings from their successes and apply them to your strategy. With regards to “business competitors”, its useful to track these guys, but they may not necessarily rank or have an SEO strategy that’s aligned to yours. Therefore, its good to keep an eye on what these competitors are doing from a digital PR and brand promotion perspective. More often than not, these competitors are usually high profile competitors that are established within your industry and therefore have more coverage in a broader marketing sense.

CRM to website lead data integration

Being able to report value back to a source SEO campaign is the holy grail of B2B SEO. The challenge with B2B companies is that the primary onsite goal is to drive leads, and then these leads are nurtured offsite by sales or business development teams. If connected, then leads are directly entered into a CRM system and can be tracked back to origin from the website. If this is setup, then as deals are won, a periodic report can be downloaded and shared with marketing heads and also agency heads to determine the value of your SEO campaigns. Beyond the measure of leads, this level of measurement is becoming more critical than ever, and as such marketing campaigns now demand this level of tracking solution be integrated for full value to be measured and shared.


Polaris is an award-winning B2B SEO agency in London specialising B2B, PPC, e-commerce and the healthcare industry.

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