B2B vs B2C SEO: What Are The Main Differences?

Search engines are one of the biggest sources of new customers for both B2B (business-to-business) and B2C (business-to-consumer) companies. However, both B2B and B2C customers interact with search engines slightly differently, which means having to choose different SEO tactics depending on the type of business you are in.

So, just what are some of the main differences between B2B and B2C SEO? This post takes a look.

In This Article:

Key Differences Between B2B and B2C SEO

While a lot of SEO best practices remain the same, there are some key differences when you’re trying to rank a B2B versus a B2C company.

Long sales cycle vs short sales cycle

B2B customers rarely commit to a sale on their first visit. Because B2B products and services often cost more, customers find it important to spend time researching their options and potentially seeking out further information beyond the internet, such as talking to someone on the phone or attending a conference. On average, B2B sales take at least 4 months to close. Therefore, the focus of B2B SEO should not be on generating quick sales, but on easing customers into the first stage of the sales journey by building trust with informational content. This is particularly true with B2B enterprise SEO, where sales can take even longer to close.

The B2C sales cycle, on the other hand, can be quite fast. It may take as little as 20 minutes for a customer to search for a term and buy a product through your site. While B2B customers may be looking for detailed information, B2C customers may prefer concise bullet points. And while B2B customers may be happy to explore different pages and enter forms for quotes, B2C customers may prefer upfront pricing and a speedy checkout process. 

Less competition vs more competition

While B2B companies may still have many competitors, they tend to have less competition than B2C companies. This can make it easier to research competitors and come up with unique angles and content.

B2C companies often face intense competition, which can include giant retailers and well-known consumer brands. Original content that focuses on unique selling points is often more necessary to stand out. B2C companies are also more likely to rank well by avoiding stock images and using unique images (if you’re selling a third-party product, consider doing your own photoshoot rather than using the same manufacturer-provided photos as every other retailer - these unique images will help you rank higher. 

Specific technical keywords vs broader general keywords

B2B customers take their time to do their research and familiarize themselves with technical terms. Therefore, it can be advantageous to target more technical niche keywords and use more technical language in your content to showcase your expertise. For example, if you’re selling commercial software, don’t be afraid to use terms like ‘SaaS’ and ‘ERP’. 

Contrastingly, B2C customers are more likely to use simple language and general terms. Combined with the high competition that B2C customers face, this can make keyword selection potentially more challenging for B2C businesses. If you sell glasses, you may find that there are many competitors targeting the keyword ‘cheap glasses’. Targeting simple but unique long-tail keywords such as ‘range of glasses for under 50 dollars’ may help you stand out. 

Building value vs building enjoyment

B2B website content can take many angles, but overall, it should focus on showing customers how a product or service can bring value to their business. Most B2B customers are less concerned with the price if they can be reassured that a service or product is a good investment that will either save them money or make them money in the long run. For example, when selling a commercial printing service, focus your keywords and content on the quality of your printing and how it can improve a customer’s brand image, ultimately helping them generate more revenue in the long run. Terms like ‘high quality,’ ‘professional,’ ‘expert, ’ and ‘success’ are all good at building trust by suggesting value. 

When it comes to B2C SEO, the focus is more on creating personal enjoyment for the consumer. Focus on keywords and content that emphasize the personal benefits, such as saving someone time or providing superior comfort. Use more emotional language to connect with the customer, rather than technical language. Starting sentences with emotionally-charged verbs like ‘feel,’ ‘relax,’ ‘enjoy,’ and ‘save’ can be particularly effective when creating click-worthy meta descriptions and titles. 

Conclusion

B2B companies are better off focusing on technical keywords and language that builds trust by showing how a product or service can be valuable in the long run. Rich, informational content that focuses on building leads is a better choice than overly promotional content that focuses on gaining immediate customers.

B2C companies should consider using simpler and more emotional language to connect with customers, emphasizing the enjoyment a product or service can bring. The focus should be on winning over customers quickly with snappy promotional content and speedy quote/checkout forms.

Want some help creating great content for your B2B or B2C business? Let’s talk! Book a free discovery call to see how PFC can help your business rank higher in search results.