In today’s digital landscape, B2B companies are constantly looking for ways to stand out in a crowded marketplace and effectively reach their target audience. Account-based marketing (ABM) has become a popular strategy for B2B companies to achieve this goal.

ABM involves identifying and targeting specific high-value customers and tailoring marketing activities to their unique needs and preferences. However, for ABM strategies to be truly effective, companies must leverage the potential of search engine optimization (SEO) as a key tool in their arsenal. SEO and ABM may seem like two different strategies, but when combined, they can deliver great results for B2B companies.

Here’s how companies can use SEO to support their ABM strategies:

1. Identify and target high-quality keywords: SEO relies on keywords to rank websites on search engine results pages (SERPs). Similarly, ABM focuses on targeting high-value accounts. By using keyword research tools, B2B companies can identify the keywords that their target accounts use to search for their products or services. This allows them to tailor their messages and content to match the search goals of their target accounts, increasing their chances of being found and engaged.

2. Create high-quality and relevant content: SEO and ABM complement each other when it comes to content creation. ABM requires companies to create personalized and targeted content for their high-value accounts. SEO, on the other hand, requires companies to create high-quality and relevant content to rank well in the SERPs. By combining these two strategies, B2B companies can create content that not only speaks directly to their target customers, but also engages search engines, increasing their visibility and driving traffic to their website.

3. Optimize for long-tail keywords: While short-tail keywords (e.g., “B2B marketing”) may have high search volume, they are often competitive and difficult to rank for. On the other hand, long-tail keywords (for example, “B2B marketing strategies for small businesses”) have lower search volume, but are more specific and less competitive. By optimizing content with long-tail keywords, B2B companies can more effectively reach niche audiences and increase their chances of conversion.