Most B2B companies are addicted to a dangerous drug: Vanity Traffic.
They write blog posts like "What is CRM?" or "History of AI." These posts might get 10,000 visitors a month. But do you know what those visitors do? They read 200 words and leave.
They are students writing essays. They are competitors doing research. They are not buyers.
If you want leads, you need to flip the funnel upside down. You need a BOFU (Bottom of Funnel) Content Strategy.
The "High Intent" Math
The Three Layers of Intent
Not all searches are created equal. In B2B, you must understand the mindset of the searcher.
- Top of Funnel (Education): "What is project management?" (No intent to buy).
- Middle of Funnel (Evaluation): "Project management software benefits" (Thinking about it).
- Bottom of Funnel (Purchase): "Best project management software for construction" (Ready to buy).
Your agency focuses on that last group. We target the keywords where the credit card is already in the hand.
The "Comparison" Strategy
Buyers love to compare options. If you don't create a comparison page, your competitors will (and they will make you look bad).
Target keywords like "[Your Brand] vs [Competitor]" or "Alternatives to [Competitor]".
✅ The "Alternatives" Hack
If your competitor is a giant (like Salesforce), rank for "Salesforce Alternatives." You will catch people who are frustrated with the giant and looking for a nimble solution like yours.
The "Best For" Strategy
General keywords are too competitive. Niche keywords are where the money is.
Instead of ranking for "Accounting Software," rank for "Best Accounting Software for Dentists."
Why? Because the conversion rate on that specific term is astronomical. The user feels like you built the product just for them. This is how you beat billion-dollar companies with a fraction of the budget.
| Traffic-Focused SEO | Revenue-Focused SEO |
|---|---|
| Goal: Maximize Pageviews. | Goal: Maximize Demo Requests. |
| Keywords: "Definition", "History", "Tips". | Keywords: "Pricing", "Vs", "Review", "Best". |
| Visitor: Passive Reader. | Visitor: Active Buyer. |
| Outcome: High Bounce Rate. | Outcome: High Pipeline Value. |
💡 Action Plan for B2B Marketers
- Audit Your Blog. Identify posts that get traffic but zero leads. Add a strong CTA to them.
- Create "Vs" Pages. Write honest comparisons of your product vs. your top 3 competitors.
- Target "Use Cases". Create pages for "Software for [Industry]" and "Software for [Role]."
- Ignore Volume. Do not be afraid of keywords with "10 searches a month." If a deal is worth $10k, you only need one click.
Stop Wasting Money on Empty Traffic
We build B2B content strategies that drive qualified leads, not just curious readers. Let us identify the "High Intent" keywords your competitors are missing.
Get a BOFU Strategy Audit
