In the ever-evolving landscape of SEO, B2B websites often face unique challenges in standing out and driving meaningful traffic. Many businesses pour resources into increasing their domain authority or chasing high-traffic keywords, yet they still fail to see the desired results in lead generation or conversions. Why? According to SEO expert Jeremy from LA SEO, the root of the problem lies in targeting the wrong types of keywords. Specifically, most B2B websites fail to prioritize buyer-centric keywords - a critical mistake that could be costing them leads and visibility.
In this article, we'll explore the insights shared in a recent SEO site audit, breaking down practical strategies to optimize B2B websites for higher rankings, better conversions, and, ultimately, more revenue.
Understanding the Goal: Why Buyer Keywords Matter in B2B SEO
The ultimate aim for most B2B websites is not just traffic but targeted traffic that converts into leads or sales. For example, the audited website (Union Corrugating Company) has several clear goals: generating contact form submissions, connecting users with contractors, and attracting distributors. These objectives make it crucial to focus on commercial and transactional keywords, which are more likely to bring in users ready to take action.
Informational vs. Buyer Keywords: A Quick Breakdown
- Informational Keywords: These often answer "how-to" or general research queries. Example: "What is corrugated metal?"
- Buyer Keywords: These indicate purchase intent or readiness to engage. Example: "Buy corrugated metal roofing panels."
While informational content builds authority and draws in traffic, it is buyer keywords that drive conversions. Optimizing your website for these terms ensures you're targeting prospects who are already in the decision-making stage.
Step 1: Audit Your Current SEO Performance
The first step in fixing your SEO strategy is to analyze how your website is currently performing. Jeremy's audit of Union Corrugating Company revealed two key metrics to examine:
1. Domain Rating (DR)
Domain Rating (DR), measured on a scale of 0–100, indicates your site's authority. While not a direct ranking factor for Google, it helps you gauge how competitive your website is compared to others in your niche. Union Corrugating’s DR of 52 demonstrates reasonable authority, suggesting that it has the potential to compete for valuable keywords.
2. Keyword Rankings and Traffic Trends
The audit showed that Union Corrugating ranked for several keywords but was missing out on much of the potential traffic. For example:
- "Corrugated metal roofing" has 5,800 monthly searches, yet the site only draws 7 visitors for this term. This indicates a major content optimization gap.
By analyzing keyword rankings and trends, you can identify opportunities where you're underperforming and prioritize them for improvement.
Step 2: Optimize for High-Value Keywords
Find the Right Keywords
To maximize ROI, focus on commercial and transactional keywords. For B2B websites, these often target users looking to compare products, request quotes, or make purchases. Tools like keyword research platforms can help you filter out irrelevant informational terms and zero in on buyer-focused queries.
Some keyword examples for Union Corrugating include:
- "Corrugated metal roofing panels" (specific and buyer-intent oriented)
- "Metal roofing sheets for sale"
- "Buy metal roof panels online"
Create Buyer-Centric Content
Once you've identified the right keywords, ensure your content addresses the needs of your audience at the moment of purchase. For example:
- Product Pages: Clearly detail features, dimensions, and pricing options. Include CTA buttons like "Request a Quote" or "Find a Contractor."
- FAQs: Add common questions such as "How to install corrugated metal roofing?" or "What are the benefits of metal roof panels?"
By aligning content with buyer intent, you improve not only your rankings but also your chances of converting visitors into customers.
Step 3: Structure Content for SEO and AI
Search engines and AI rely heavily on well-organized content to understand the relevance of your pages. Jeremy emphasizes the importance of heading hierarchy (H1s, H2s, H3s) for structuring content effectively.
Proper Heading Structure
- H1: Your main title should include your primary keyword (e.g., "Corrugated Metal Roofing Panels").
- H2: Use these for subheadings that group content into digestible sections (e.g., "Benefits of Corrugated Roofing").
- H3: Add supporting details under each H2 (e.g., "Durability of Metal Roofing Materials").
Keyword Variations and Semantic Optimization
Google's algorithm recognizes keyword variations, so it’s important to include them naturally in your content. For example:
- Primary Keyword: "Corrugated metal roofing"
- Variations: "Metal roof panels", "Corrugated roofing sheets", "Metal roofing supplies"
Step 4: Compete Smarter, Not Harder
When targeting competitive keywords, consider the domain authority of your competitors. Jeremy’s audit revealed that Union Corrugating was competing with giants like Home Depot, Amazon, and Lowe’s, whose DRs are significantly higher (90+). However, smaller competitors with similar or slightly better DRs, such as Western States Metal Roofing, ranked higher for specific terms.
Actionable Tips to Outperform Competitors
- Analyze Competitor Pages: Identify what’s working for similar-sized competitors (e.g., keyword usage, content length, internal linking).
- Focus on Niche Keywords: Instead of targeting "metal roofing" (85,000 monthly searches), aim for longer-tail terms like "residential corrugated metal roofing panels."
- Create Dedicated Pages: Build pages specifically optimized for high-value terms instead of diluting focus across multiple keywords.
Key Takeaways
- Focus on Buyer Keywords: Always prioritize commercial and transactional keywords to target users with high purchase intent.
- Perform Regular SEO Audits: Review domain authority, keyword rankings, and traffic trends to identify optimization opportunities.
- Optimize Content Structure: Use clear heading hierarchies and incorporate keyword variations to improve search engine understanding.
- Compete Strategically: Analyze competitors and focus on niche or long-tail keywords to outperform higher-authority sites.
- Create Targeted Landing Pages: Develop dedicated pages for specific keywords, ensuring they answer user intent and include actionable CTAs.
Conclusion
B2B businesses often overlook the importance of tailoring their SEO strategy to target buyer-focused keywords. By auditing your website, optimizing for high-value terms, and structuring content effectively, you can significantly improve your rankings, traffic, and conversions. Remember: SEO success isn’t just about bringing in visitors. It’s about bringing in the right visitors who are ready to engage with your products or services.
Stop chasing traffic for the sake of traffic - start optimizing for conversions, and watch your business grow.
Source: "The #1 SEO Mistake B2B Companies Make (And How to Fix It)" - Jeremy Litwicki | LATT SEO, YouTube, Sep 21, 2025 - https://www.youtube.com/watch?v=1gpemB5JU9s
Use: Embedded for reference. Brief quotes used for commentary/review.
