The main KPI for a B2C company is the bottom line: if it looks better after an SEO campaign, great. B2B company KPIs include lead quality and lead quantity: productive SEO campaigns promote a large number of good contacts.
Conversions happen at different times, too. B2C transactions take place online: Uncle Bill sees his dream fishing rod and buys it immediately. B2B transactions often happen after a demo or a conversation paytm database with a sales rep: the ACME Corp decision-maker agrees to buy iron ore via email, pending board approval.
Page copy, high-intent keywords and site design work like a reliable recipe for B2C retailers. On the other hand, B2B companies have to figure out how many sales-ready leads they get from each SEO campaign and optimize accordingly.
According to Statista, SEO comes second only to marketing automation in perceived ROI generation, making it an incredibly valuable strategy for e-commerce businesses of all kinds.
Predicted level of ROI by digital channels.
4. Buyer's journey.
Let's drill down into the buyer's journey even more here. In the B2C world, consumers like Uncle Bill land on websites and either bounce or make purchase decisions quite quickly. Sometimes they compare prices across e-commerce sites or check product reviews on social media or platforms like Trustpilot, but in general, consumers all ride the same predictable B2C sales cycle.
B2B buyer's journeys are much more complex. Buyers begin with a need (ACME Corporation wants to make anvils, so it needs iron ore); they conduct extensive research; they compare and contrast vendor prices and services; they liaise with their teams, and finally — sometimes months later — they make purchase decisions.
ResMed's business resources funnel page contains clear, accessible information about what the company offers.
ResMed resources page shows their offerings for SEO purposes.
The main takeaway for B2C companies: make it as easy as possible for consumers to say "yes." Simple sales funnel, easy-to-navigate site, effortless checkout. In contrast, B2B companies have to implement comprehensive keyword strategies. Why? So that they can be found at all times. To seal the deal, their high-quality content has to rank well on Google at every stage of their buyer's journey.