B2B FAQ Page Tips for SEO

Written by Nick Stamoulis

Portrait thinking young business woman looking up at many question marks isolated on gray wall backgroundPotential customers and clients visit a B2B website for more information both about the company and about the products or services. Unlike a B2C focused website, a B2B product or service has business implications and it’s important to choose the product or service that is just right for the business.  Choosing this product or service is very rarely a snap decision and the sales cycle is often very long, which is why it’s extremely important for a B2B business to provide prospects with lots of content to instill trust.

Businesses that don’t provide much content on their websites and prefer to keep their strategies and processes a secret will find that they are missing out on lots of opportunities. Particularly, they miss the chance to connect with their customers in a way that will help them move through the sales cycle while actually using the website, which means that when it comes time to make a purchasing decision, your business will likely be the first one they think of.

Perhaps one of the most important places that potential prospects look for information on a business website is the FAQ page. This is where prospects can gather information about your business, the industry, and anything else that they may want to know. Here are some FAQ page, SEO and website content tips:

Build a Page for Each Question and Justify It

Websites Should be Mobile Friendly By April 21st, Warns GoogleThe search engines (and your target audience members) like content. It helps determine your relevancy and a B2B website with lots of good content is viewed more favorably than B2B websites with little to no content or poor content. Frequently asked questions provide a great opportunity to create additional content rich web pages. However, you can’t just add content for the sake of it. If you are going to use this strategy, each page needs to be justified and the user needs to understand how the question and answer fits in with your business, industry, or your products or services.

Another important point is that your answers need to include a hefty response. Don’t include a question and one sentence response. That is a wasted page. Instead, expand upon each response. Chances are good that more than one sentence is warranted for each question. Take the time to get inside the customer’s head and provide them with all of the information that they may need. You don’t want to leave them with more questions than answers. If necessary, combine a few questions onto one page.

Optimize the Individual Pages

It’s a mistake to create a website without optimizing it. This means that any content that you create online, whether on your own website or on other web properties, should be created with SEO in mind. The same is true for your FAQ page. You should include keywords throughout the content of the page naturally, and only if they actually pertain to the content. FAQ pages are great places to target some long tail keywords since someone looking for answers has something very specific in mind. However, it’s important not to overdo it with the keywords and only find those that really do pertain.

Optimize the Website as a Whole

SEO - Search Engine Optimization word cloudFar too many websites optimize only a few of the pages on the website and ignore some of the others. It’s important to optimize every page, not just a select few. Many focus only on the homepage and other primary pages but don’t worry about doing it for deep inner pages. This is the wrong approach. Every page of a B2B website should be optimized. Remember, the search engines rank web pages, not just the homepage. If you do a good job of optimizing the page and writing custom meta tags, it’s another page that could bring in traffic.

Putting at least one FAQ page on a B2B website is a great tool that can help add value to your website for your leads and customers. While they’re in the sales cycle, they’ll inevitably have questions. Rather than put them in a situation where they’ll have to wait to talk to you, an FAQ page can fill in the gaps. However, it’s not enough to get the page online and then forget about it. You need to have plenty of useful content and also optimize your FAQ pages so that the search engines can find them.

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