B2B SEO vs B2C SEO — Micah Fisher-Kirshner // Turn/River Capital

Micah Fisher-Kirshner, VP of SEO & Content at Turn/River Capital, wraps up discussions on SEO in private equity firms. Whether it’s B2B marketing or B2C marketing, you’re dealing with humans. However, B2B SEO strategies adjusted to the fact that the buying experience is more like B2C. Today, Micah talks about some of the differences between B2B and B2C SEO.
About the speaker

Micah Fisher-Kirshner

Turn/River Capital

- Turn/River Capital

Micah is VP of SEO & Content at Turn/River Capital

Show Notes

  • 01:45
    B2B SEO versus B2C SEO
    Unlike B2Cs abundance of category pages and product pages, B2B has limited product-oriented pages and product-oriented queries.
  • 03:06
    B2B SEOs and the buying experience
    B2B SEOs focus is mainly on the homepage, branding, and informational pages. They havent realized that the buying experience is more like B2C and there's room for growth.
  • 05:00
    How B2B users search
    When users are searching for a product or software, their search intent isnt always exact. So its best to build out your pages in a way that captures the most search demand.
  • 06:25
    Tech stack differences between B2B and B2C
    B2B uses Salesforce as their source of truth, along with WordPress. B2C uses Google analytics and eCommerce software solutions like Shopify.
  • 08:52
    Difference between the type of people that are successful in B2B as opposed to B2C
    In B2B, its about figuring out what successful SEO is for the company and collaborating to achieve that goal. In B2C, its about producing a lot of content to ensure you show up in search.

Quotes

  • "In the B2B world, the number of product-oriented queries and product-oriented pages are limited. Whereas, in B2C, you've got category pages and product pages" -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "In B2B, there is less volume. Because there's less volume, there's this natural inclination of nobody's searching and thinking it's only two extremes, homepage, and branding." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "By addressing your definitions, you're capturing the demand that is there, which may not be exact to what they've searched for, but it covers 90% of it." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "When users do a three-word search, plus software, they have a general feel of what that should be, but it's not an exact match." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "In eCommerce, you can get away with Google Analytics being your source of truth, because of how easy and direct that can be to people purchasing right away." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "One of the largest issues in my career is trying to get my data down to that level so I can directly attribute what I've done and showcase the line from my work to revenue." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "Shopify and Magento have a lot of limitations on what you can do. Whereas WordPress has lots of flexibility but a lot of bloats as well." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "I found that as an SEO in B2B, you have to learn that you're not really the most important channel anymore." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

  • "In eCommerce, there are so many people looking for the product that, if you're not showing up in search, you're not doing well at all." -Micah Fisher-Kirshner, Turn/River Capital, VP of SEO & Content

About the speaker

Micah Fisher-Kirshner

Turn/River Capital

- Turn/River Capital

Micah is VP of SEO & Content at Turn/River Capital

Up Next: