Buyer’s journey SEO, it’s what we do

Gone are the days of aggressive marketing campaigns and overt brand promotion. Instead, B2B companies establish their brand and reputation online through organic search results. To position their content to appear when users are searching for an answer to their pain points.

Conversion Metrics focuses SEO efforts with client’s websites and content strategies so that copy can be indexed and rank for critical keyword phrases that surround the following phases of the buyer’s journey:

  • The Awareness Phase

  • The Consideration Phase

  • The Validation Phase

  • The Purchase Phase

  • The Re-Validation Phase

B2B customers today progress more than 70% of the way through the decision-making process before ever engaging a sales representative.

Source: (Demand Base).

This means that 70% of the traffic going to most B2B sites has already made a buying decision, and they are validating that decision by visiting your site.

Source: (Forbes)

Why is this crucial?

  • 92% of B2B purchases start with search.

  • 68% of B2B buyers prefer to research online on their own, up from 53% in 2015.

  • 60% of B2B buyers prefer not to interact with a sales rep as the primary source of information.

  • 75% of B2B buyers use social networks to learn about different vendors.

  • 62% of B2B buyers say they can now develop selection criteria or finalize a vendor list — based solely on digital content.

Source: (Forrester)

In order to compete in the evolving B2B buyer’s journey, B2B companies should focus on getting more market share of search results that answer questions to the pain points of B2B users in the earliest stages of the buyer’s journey.

When this is done correctly, your company can be seen as an authority, and there are better chances of your company being include in the consideration stage of the buyer’s journey.

Source: (Forrester)

Your website copy should speak directly to how the company’s position is different from its competitor’s points of view to empower buyers.

Source: (Gartner)

Matt Hepburn
Matt HepburnCEO & Founder

In the past 11 years I have worked on hundreds of websites optimizing them for organic search results. In the past 4 years I have dedicated my efforts on enterprise websites.

B2B enterprise companies face challenges on optimizing copy on their websites. The challenge lies with there being many stakeholders across multiple departments without and upfront processes on keyword research, content strategy along with lack of content being developed for the awareness and consideration stages of the buyer’s journey. When these issues collide, it creates redundant copy that competes for the same keywords. In the end, Google does not see this assortment of copy as comprehensive or the company as an authority in their niche.

My goal with clients is to help re-structure your website so that your content provides value to users, is seen as unique in Google, and is link worthy when it comes to us promoting content for in bound links from authority websites in your industry.

Please feel free to reach out to us via our contact page or call us directly at (908) 655-6949.

Professional Recommendations

Recommendations On Matt’s LinkedIn Profile
Ryan Schellhorn

Matt is one of the most passionate and knowledgable SEO professionals in the industry. Matt is a pleasure to work with, is always willing to lend a hand, and is a true example of a team player.

Scott johnsen

At ZoomRank, I worked with Matt for many years. He is one of the most serious thinkers I’ve encountered in SEO, particularly Local, and he works well beyond the focus and bounds of most others in the space.

He consistently has good ideas for products/services and market opportunities. He also does what he says he’ll do in matters large and small, which in my experience is rare. It’s always a pleasure to interact with Matt.

Manny Intorrella

I have considered Matt an irreplaceable asset to Lexis Nexis and the SEO Strategy Team since the day I hired him.Shortly after joining the team, Matt was proactive in improving current sops and best practices and fully demonstrated his leadership capabilities.

He has kept our team abreast of how Google has rapidly been changing the local landscape online and the many changes to Google Plus.Due to the changes Matt has helped put in place, our clients are seeing a better local impression share and are coming up more frequently in the local organic search results and the Google Places Results.

He has a positive attitude and is always more than happy to share his knowledge with the team.

As a content writer, my relationship with the UX team, specifically the SEO team, is an important one. Collaborating with Matt during my time at iCIMS was always enjoyable and equally effective.

Matt is extremely knowledgeable about his space and eager to share his digital media acumen. He can always be counted on to go above and beyond in optimizing content to ensure articles receive the impressions and traffic they need to succeed.

Matt is genuinely a great person to be around, in and out of the office, and would be an invaluable asset to any company

Blaise Bifulco

I like to refer to the work that Matt performed while at iCIMS as content engineering. He meticulously went through years of content, URLs, redirects, etc. and created a sustainable SEO program delivering results for the business while at iCIMS.

Additionally, Matt was proactively seeking what’s next for the business in terms of our content strategy and digital property architecture.

Matt is passionate about his field of expertise and stays on top of meaningful trends. I recommend Matt to work on any digital team that has a results-oriented mindset.

Matt is extremely knowledgeable about his space and eager to share his digital media acumen. He can always be counted on to go above and beyond in optimizing content to ensure articles receive the impressions and traffic they need to succeed.

Matt is genuinely a great person to be around, in and out of the office, and would be an invaluable asset to any company

Buyer’s Journey SEO

For Enterprise Companies

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