It can be surprisingly easy to make improvements in your search engine rankings.
It can be surprisingly easy to make improvements to your search engine rankings. Now, don’t misunderstand me, there are no shortcuts when it comes to SEO, well none that won’t get found out eventually anyway.
This is a legitimate way of optimising your existing content in 5 minutes that can have a big impact on your search engine rankings.
I’ve used this little hack for lots of different B2B websites over the years. Every time I have implemented this it has had a positive impact on search rankings of the website.
Just for complete transparency, there are a couple of things you will need for this to work and luckily for you I have listed them out below!
So a solution or a service page is basically a web page that identifies a specific service you offer or a solution. For example that could be B2B SEO software or B2B PPC Software. On this website the service pages are the SEO and PPC pages.
These pages are sometimes called ‘money’ pages as that’s where you generate traffic with real intent to buy and therefore generate revenue. This type of page (a blog) is not where you come to buy something, it’s where you come to learn, right? So you need these money pages on your website for all the services and solutions you offer and the more the better.
Another requirement is to know which keywords you want to target, typically these keywords will have a word like “software” or “solution” at the end of it to imply high-intent to buy. You should know this and also how much volume each of these keywords have to be able to choose the right one for your business.
If you haven’t done this then you need to start by conducting keyword research into what keywords are best fit for your business. This is probably the most time consuming part of this whole process to be honest but you should only really need to do it once unless your business and proposition changes over time.
Ok, a pretty simple one I know but I just want to make sure that you know you are going to be editing your website here, including the URL of your webpages in some cases. If that is something you don't have access to then you will have to pass these instructions on to your website developer. Please do remember these are simple edits that take minutes so you should not be charged much at all for this work if you require someone else to do it.
Ok, so here are the 3 things you can do to these solution pages that will undoubtedly have an impact on the search engine rankings of these pages. You can pay an B2B SEO Agency thousands of pounds a month to help you and any of them worth their salt will do something to this straight away.
H1 stands for Heading 1, it's the HTML tag that indicates what the main heading in the page is. Typically the H1 of a webpage is the heading right at the top and it gives search engines a really good idea of what the content on the page is.
So for the H1, you want it to include your main target keyword, so if that is “project management software” you will want your H1 to include that term if possible.
This is where marketers get confused between what some call ‘brand’ marketing and ‘performance’ marketing. The pragmatist would change all the headings to match what the SEO data is saying but the idealist may want to have a more indirect message that is relevant to the company's positioning on messaging strategy.
If you want to check which part of the page is the H1, you can (on Google Chrome) right click on the element on the page and click on ‘Inspect’. This will then open up another tab on the screen where you can see the HTML tags and also the CSS for that element.
The page title is what appears on the tab of your web browser, it is also the blue link that appears as the heading in the search engine results page. That’s why it’s so important for SEO that the title should match fairly well with the search query, otherwise it’s not going to make sense to the user in search engines.
Luckily it only takes 30 seconds to edit a page title and you should try to include your target keywords for that page in the title just like we did with the Heading 1. The reason you should have similar Heading 1 text and Page Title is a UX thing, it is positive reinforcement that the content is what they expected when they clicked on the link in the search engine.
Imagine if your page title and heading one were really different, it wouldn't make much sense to a user.
This is not about keyword spamming by the way, it may seem like I’m just saying include your keywords everywhere, but really this about using descriptive titles and headings that are consistent with each other.
As long as the page content is representative of your target keywords then there shouldn’t be any-issue. Look at the below examples of URLs for a webpage. They all would imply slightly different things for the content on the web-page. The first being about the topic of project management, the second implying this is a solution and the third indicating it’s a solution for a specific segment, nothing spammy here, it’s just logic and thankfully it’s logic that machines can follow.
Adjusting your page URL to be similar to your page title and Heading means you now have 3 of the main components of what we call 'on-page SEO' in a really good place.
The impact that these changes have varies depending on the rest of your website. For example, if your website is really slow and hard to read then these changes will have less of an impact. If however your website is fast, easy to use and has lots of content then these changes will have a massive impact on your search engine rankings.
More importantly for a B2B company, these changes are specifically aimed at increasing high-intent traffic and therefore you will often see an increase in qualified leads and inbound revenue generated! Good luck, I hope this was useful.
