If you are in a B2B business, SEO can be tricky.
B2B businesses are usually characterized by low search volumes, more so if you are in a business catering to a specialized use case in a specific industry vertical.
I personally work with vertical B2B SaaS companies who target search phrases with very limited search volumes which can end up being discouraging to consider a strategic investment in SEO.
So, how does one go about making a decision if they should strategically invest in SEO?
In summary, you should do a pilot Search Engine Marketing (SEM) campaign on the keywords you are targeting for SEO and closely watch the engagement on the same.
You can use the free keyword planning tool of Google called the Google Keyword Planner to identify keywords of relevance to your business and create an Adwords campaign with a small budget.
The same can be run for 3-4 weeks and if you see a good click rate and engagement on a few keywords, you can look at starting off SEO with those keywords.
You can evaluate the competitiveness of those targeted keywords, look at who is ranking on top for them and what content strategy have they used, as well as what kind of link juice are they getting from backlinks. A tool like Ahrefs backlink checker can help in assessing the backlinks of competitive pages.
Post these steps, you should formulate a detailed content strategy to rank on these keywords. Ensure that you have enough contextual keyword instances, internal links, meta description, Q&As and lists (which help you rank as featured snippets), and at least 1000-2000 words of content.
While SEO is vast and it cannot be entirely covered in one post, hope this gives you enough clarity to begin your journey in search engine land 🙂