How to Tackle B2B SEO: For Local and International Businesses

Getting your business in front of the right people, anywhere, anyplace

As a business that works with other businesses, you’re probably feeling the pressure to get your brand in front of the right people in today’s crowded online space. 

You’re not alone – 49% of B2B companies are already using SEO (Search Engine Optimisation) to help boost their visibility, according to a recent survey. 

But even with so many businesses using SEO, it can still feel like a lot of confusing digital jargon is standing in the way. Terms like PPC (Pay-per-click) and SEO are thrown around constantly, and it can be hard to know where to start or how they fit into your overall strategy. 

Plus, there’s the added pressure of feeling like your competitors are always one step ahead, snatching up the top spots in search results. It can be frustrating, especially if you’re also trying to expand into global markets – not just relying on local word-of-mouth. 

But don’t worry- that’s where we come in. We’re here to help break things down, help you understand what B2B SEO really means, how it’s different from B2C (Business-to-Consumer), and how you can build a strategy that works for both your local market and global audience.

 

Understanding B2B SEO vs B2C SEO

Before we jump into building a strategy, let’s clear up the difference between B2B and B2C marketing. In B2B, your audience is other companies – whether it’s a small start-up or a large enterprise – these are ultimately businesses that need your product or service to help them grow. Your audience is distinctly different – you’re appealing to key decision-makers like managers and directors.

In contrast, B2C targets individual consumers. The strategies for reaching businesses and individual consumers differ because the buying process is often much longer in B2B. Conversions for B2B rely on building trust and showcasing expertise over time. Whereas, in B2C the purchasing decision is usually quicker and driven by personal preference or impulse.

This difference is more important than you think – because of this, B2B SEO focuses on more specific, longer search queries, while B2C SEO might deal with broader and more general terms. 

So while both rely on strong content and technical optimisation, B2B requires a deeper understanding of your audiences’ needs and specifically how they search for business solutions.

 

International SEO: Expanding Your Reach In Other Markets

Now, let’s talk about expanding your business on a more global scale. International SEO is all about optimising your site so that it can rank well in different countries and languages. 

The world is more connected than ever – so if you’re looking to grow your business internationally, SEO can help you reach customers from all over the globe.

If you’re looking to optimise beyond borders, consider these tips:

Choose the Right International SEO Structure

The first thing you’ll need to do is figure out how to organise your site to signal to search engines that your content is tailored for specific countries or languages. Here are a few options:

• Country-Specific Domains (ccTLDs): for example, “.uk” for the UK or “.de” for Germany. This tells search engines that your site is targeting users in those specific countries. 
• Subdomains: You could set up “uk.example.com” or “fr.example.com” to target countries separately.
• Subdirectories: If you want to keep everything under one domain, using subdirectories like “example.com/uk” or “example.com/fr” works well and is easier to manage.
• Language Tags: Adding hreflang tags to your site helps search engines understand which version of your site to serve to users, based on their language or region. 

These options all have their pros and cons, but the main goal is to make sure search engines know who you’re targeting and where.

Conduct Multilingual Keyword Research

Now that you have your structure in place, it’s time to focus on keyword research. This goes beyond simply translating keywords into other languages. You need to understand how search behaviour differs across regions. 

• Work with native speakers or language experts who can help identify the right words and phrases for each market. 
• Use translation tools to make sure your keywords are accurate but still keep the local context and cultural differences in mind. Do you type fully formed sentences when you search, or do you use jargon or slang?
• Leverage international keyword tools – AhRefs and Google Keyword Planner both have a function to search for keyword metrics with a country-targeted dropdown. Use these to see which keywords perform best in each country.

 

Remember, the same keyword you use in one market – might not work as well in another, so do your homework for each region. 

Localise Your Content for Global Audiences

True localisation goes beyond just translating content. It’s about making sure that your messaging resonates with those international communities you’re trying to reach.

You could do this by tailoring your content to reflect local values – think about hot talking points for those areas, certain sensitivities, more cultural norms, business practices and interests. What works in North America, may not apply in Asia or Europe!

Don’t forget to adjust your currency and measurements for international audiences e.g. display the prices in the local currency and units of measure to match the target market. 

You could also use images or references that are specific to the region you’re targeting – if you’ve completed a project or worked within a specific area, publish a case study or promote local partnerships.

Optimise for International Search Engines

While Google is the dominant search engine in many countries, some regions have their own preferences. For example, Baidu is the most popular search engine in China, Yandex in Russia, and Naver in South Korea. Optimise your site according to the search engines popular in the regions you’re targeting!

Build International Backlinks

Building backlinks from reputable international websites (other people linking to your site from their domain), boosts your credibility and helps with rankings. Focus on getting links from relevant sites, industry publications, and partners in the countries you’re targeting.

SEO Tip: Also consider guest blogging on international platforms, or form partnerships with local influencers and organisations to build relationships and backlinks.

 

Local SEO: Connecting With Businesses Near You

While international SEO helps you to reach a global audience, local SEO ensures your business shows up for customers who are nearby. If your company operates in specific cities, states or regions, local SEO is a must to make sure your business stands out to B2B customers in those areas, where competition may be fierce.

Claim and Optimise Your Google Business Profile

One of the easiest ways to get started with local SEO is by setting up and optimising your Google Business Profile, formerly known as ‘Google My Business (GMB)’.

A strong GMB profile helps you show up in Google’s local search results, especially in the “map pack” that shows businesses near users.

To make the most out of GMB:

• Fill out all your business details including your contact info, business hours and services.
• Add images and videos to make your profile more engaging. 
• Request reviews from local clients to help build your credibility – reputation is everything!
• Add recent blogs or case studies to your profile, to show expertise.

Target Location-Specific Keywords

For a local SEO strategy, you’ll want to target keywords that include geographic terms like “B2B software in London” or “IT Consulting in Bristol.” These keywords help search engines know where your business is based and which customers you’re trying to attract. 

It isn’t just on-page that you can do this; this can also extend to meta information – which can help signal a direct call-out to those scrolling the SERP, for example: 

B2B Software Solutions | Free Quote | London 

Build Local Citations

Local citations are mentions of your business on other websites, like local directories or review platforms. These sites help google search engines to verify your business and improve your local rankings. 

• Submit your business to local online directories such as Yelp, or Yellow Pages.
• Ensure ‘NAP’ consistency (name, address, phone number) across all citations to avoid confusion and update these as soon as there is a new change.

Optimise for Mobile Users

More people than ever are searching via mobile, so make sure your website is mobile-friendly. Does it format correctly? Is your text readable? Do your images align correctly? 

Mobile-first indexing means that Google predominantly uses the mobile version of your site for ranking and indexing – so a seamless mobile experience is essential for both local and international SEO. Use site tools like PageSpeed Insights to test your landing pages on mobile and assess core web vitals.

Summarising B2B SEO for Both Types of Market

Whether you’re focusing on growing internationally or connecting with the local market, B2B SEO requires a thoughtful, well-rounded approach. By combining international and local SEO strategies, you can ensure that your business reaches the right people, no matter where they are. 

Remember, SEO is an ongoing process. Keep monitoring your performance, stay up-to-date with the latest trends, and refine your strategies as you go. With the right approach, you’ll stay ahead of the competition and increase your chances of success – both near and far!

At Talking Stick Digital, we specialise in helping B2B businesses like yours boost their online visibility, attract the right clients and generate real results both locally and abroad. 

If you’re interested in learning more about our B2B SEO services, get in touch with us today.