Ever wonder what search terms are driving the most organic traffic to B2B tech websites? We were curious too, so we decided to dive in and find out. We analyzed a year’s worth of organic search data that led to organic website traffic in US from eight global IT companies. These multi-billion dollar revenue companies, ranging from well-established players to fast-growing leaders, gave us some fascinating insights.

The Big Question: Which Keywords Drive the Most Traffic?

These companies are constantly pumping out content—everything from cutting-edge AI events and new technology launches to research, tutorials, and analysis. So, which keywords are bringing the most visitors to their websites? Is it trending topics like AI? Software names like SAP or Salesforce? Maybe it’s new product launches or major research studies?

The answer? Yes, those are important—but there’s one set of keywords that outshines them all:

“Company / Brand Name”

A whopping 71% of the search volume that led to organic website traffic for these eight companies included the brand or company’s name!

Searches versions of the ‘company name’ were as below:

• ‘Company name’ all on its own (which was the highest in most cases) or
• ‘Company name’ followed by terms like ‘stocks’, systems’, ‘headquarters’, ‘revenue’, ‘share price’, etc.

Some companies saw as much as 90% of their organic traffic come from brand name searches, with the lowest still being a substantial 40%.

Essential Takeways :

(1) Brand Building is Vital 

When someone searches for your company by name, it’s clear they already know who you are. This familiarity doesn’t happen by accident—it’s the result of consistent exposure over time through events, discussions, sales interactions, news, or digital ads. It’s a strong reminder that building your brand is key to success in the B2B tech world.

Another very interesting metric for B2B websites is Google Analytics’ report of ‘direct traffic’ metric- audiences who have directly entered the company URL in the browser. In our experience we have noticed that this number is high, especially in the case of B2B websites. Together- ‘Direct traffic’ and ‘Organic Search’ traffic represent the audiences who have heard/ know the company.

(2) High Intent = High Conversion Potential 

Visitors who search for your brand name are likely further along in their decision-making process. They have already done their homework and are now looking specifically for you. This is a golden opportunity to retarget and guide them down a customized path that could lead to a sale. For instance, if someone downloads a whitepaper, they might be in the early or middle stages of deciding—so serve them content that boosts your company’s credibility and nudges them closer to choosing you.

(3) The importance of the balance 29%

The balance 29% of keywords are vital. These keywords are often the first touchpoints in a potential customer’s journey, helping to build your site’s authority and improve rankings for more commercial, product and informative search terms, finally leading to the 71%. E.g the table below shows a sample of ‘non company name’ keyword searches.

Curious why the above terms don’t drive the most organic traffic to these company websites? It’s because there are countless URLs out there offering answers, many of which can serve the customer’s query better  and, they might not even be from your competitors or within your industry.

Website expert Andy Crestodina’s study shares a brilliant insight into this behaviour in his blog https://www.orbitmedia.com/blog/content-strategy-framework. His article says that Blog visitors have information intent and are not likely convert immediately upon reading the blog.  But what these blogs and information pieces do is build your link and domain authority there which in turn will help your service pages to rank better for commercial intent phrases which are far more likely to convert into leads.

The Bottom Line

Reputation, Trust, and Credibility which are built over time remain fundamental for business. Hence, for B2B businesses a conscious brand building strategy with relationship nurturing as a key pillar is important in communication efforts.

(Note: The data above is based on Ahrefs analysis from January to December 2023.)

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A well-crafted e-commerce product description vividly and succinctly explains, what a product does, and why someone should buy it. It aids users in imagining themselves using the product. As a seller, one needs to find those words/phrases that influence the customers and then use them judiciously. Here are ten tips for writing compelling product descriptions that augment sales.

1. Think: ‘What is in it for the Customer?’

In addition to describing the actual product, your product description should also convey to the customer how the product can help solve their problem. The potential customer always asks, “What’s in it for him?” Center your writing on a solution your brand could provide. For illustrative purposes, let us take an example of a product description for a pair of shoes manufactured by a renowned shoe company. 

You see how each description line not just describes the ‘product feature’ but also indicates the ‘benefit to the consumer.’ Some of them are shown below here:

2. Optimize Descriptions for Search Engines

Practically all your content should be optimized for search engines. This also holds for your product descriptions. So, be sure to identify keywords (and variations of the keyword) that your target audience will most likely search for. Include these in your copy (in particular, in the product titles). You can, for example, also include it in your page titles, meta descriptions, and ALT tags. While you will probably not end up as the first search result, this extra effort will help your target audience find your products online much more accessible.  

To assist with keywords, there are a couple of paid SEO tools that one could use. However, if you are facing budget constraints, Google keyword planner is an excellent place to start. First of all, it is free!  And secondly, you can tap into a vast data pool to boost your SEO. You could also deploy it to track and analyze data on the traffic on your website. Alternatively, you could look at paid tools such as SEMrush, Ahrefs, and WooRank.

3. Include Social Proof

The beauty of social proof is that it motivates your target audience to take action by showing them that other consumers have already taken those actions. Consumers like to buy popular products. So, in addition to including reviews about your products, you can also identify which products are your top sellers or customer favorite. Perhaps one of your products has been mentioned in the press? This is something that you can include in a product description. Also, social proof can come in handy when customer needs a little push to convince themselves to buy the product.

Naked Wines offers an excellent example of incorporating social proof into your product description. They mention that 96% of 2481 customers would repurchase a particular wine. 

4. Avoid Cliches and Jargon

Writing a good product description relies on it being easy to understand. Do not use jargon that your average shopper will not understand, as it increases the possibility that they will get frustrated and leave. At the same time, if you are removing Jargon from your copy, make sure to delete all the cliches. Such cliches have zero impact on the end-user and their decision to buy your product. It is advisable for you to be original and use words and phrases not used a million times already by other websites.

5. Be Specific

Generic phrases that people have seen a thousand times have no effect, and you might be better off leaving a blank space on the webpage in terms of impact on the consumer. E.g., instead of saying “Excellent Product Quality,” talk more in detail about the materials used, the product’s processing, the number of skills required for making it, etc. These are some of the things your customers will relate to and care about.

6. Tell A Story

Every superhero has a great origin story. It helps the audience connect with the character. “What is the origin story of your brand?”, “What motivated your brand to create the product you’re writing about?” If the answers to these questions are important to you, they will also be necessary to your customer. A good story breaks barriers and assists you in emotionally connecting with your customer, which seamlessly cascades into augmented conversions and sales. One could share personal stories of customers benefiting from the use of your products. 

Let us consider the example of a simple 4Lb axe that commands different prices based on its story’s quality.

7. Visuals Matter

Though the text is essential, there is only so much you can do with words and information. Have some beautiful product images to go along with your text description. Visuals can be handy for showing off features and how to use your product. Ideas help catch the eye of the user who is in hurry and scanning through the internet pages. You can also make a small video of your product and its usage to help consumers imagine how they will use it.

For example, Vitamix, a brand that sells professional-grade blenders, uses quality images and videos on its product pages to help make the sale.

Without a compelling and captivating product description, it will not matter how great your product is. Writing a good product description, though time-consuming, is relatively easy. Do a little research, improve your writing skills and integrate the above tips to see exponential growth in your website’s performance vis-à-vis sales and revenue.

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What is Website Conversion and Website Conversion Rate?

Before proceeding further, we first need to understand what is meant by Website conversion and Website Conversion Rate. A website conversion is when the customer completes the desired action on your website. This includes buying a product or service, signing up for a newsletter, or sharing a post. Website conversion rate can be defined as the percentage of site visitors that complete the desired action. 

Currently, the average conversion rate is around 2.35%, but if you aim to be in the top 10% of the companies in your field, you need to seek a CR of 3-5 times more than the average.

How to Increase Website Conversion Rate (CR)?

Having understood the definition and significance of CR, we can now look at multiple ways you can boost your website’s CR to a market-leading level.

1. Deliver the right Value Proposition:

Essentially, the Value Proposition is the company’s promise to deliver significant value to the customers through apparent features and by being solution-oriented. Simply put, it is a satisfactory solution to a consumer problem. Your website needs a crystal-clear value proposition to compel the customers to buy your products/services. For example, a company like Uber has a value proposition that is the “Smartest way to get around.” It solves the problem of customers looking for a taxi by bringing a taxi to them instantly, and it works 24 X 7. Similarly, your business needs to have a well-defined solution to a problem your target customer is facing.

Create Compelling Headlines:

One of the easier ways to increase your CR is to write suitable headlines to grab the attention of website viewers. According to recent research, “97 percent of people pay attention to the headline of a content. ⁽¹⁾” Here are a few tips to help you write better headlines:

• Use Numbers and Data in a headline
• Make the Headline Unique
• Be Specific
• Bring an element of Urgency
• Dispense Useful Information

Considering these tips following are a few examples of captivating headlines:

      a). “You’ll Be Sorry if You Miss This Guide to lose weight effectively in 6 weeks.”

     b). “Hanging on to Your 10-Year-Old Car? Here’s What You’re Missing”

     c) .“How to get the best performance from your smartphone in 4 simple steps.”

3. Strengthen your Call-To-Action (CTA):

A call to action (CTA) is an important marketing strategy if your objective is to stand out from all competing websites. A CTA on the landing page has been shown to increase conversion rates by up to 80 percent in some cases. Keeping the CTA simple helps the customer choose without getting overwhelmed by many options. You can utilize some of these tips to write compelling CTA for your website:

• Start your CTA with a strong command Verb. e.g., “Shop,” “Buy,” “Order,” “Subscribe,” “Download,” etc.
• Use Words and Phrases that provoke Enthusiasm. e.g., “Buy now to avail of the offer,” “Start planning your dream holiday today,” etc.
• Be bold and Creative without hesitation,g., “Your path to a healthy life starts here,” or “We are just a phone call away.”
• Use numbers as much as possible, g., “Order now for 1-day delivery”, “Subscribe to avail 20% discount.”

4. Seek to answer genuine Questions That your customers seek:

The overall content of your website should be focused on answering the questions that arise in the potential consumer’s mind while visiting a website to fulfill their needs. It is astonishing to find out that the questions users face are often fundamental. You can use tools such as Google Analytics to identify the pages or keywords most searched and customize your content accordingly. For example, in one of our ‘discovery phases’ for a B2B medical services category, the most in-demand topic was ‘Remote Patient Monitoring (RPM).’ Though this was one of the multiple services offered by the company, it was boosted to the 1^st page of Google’s search results and helped drive traffic to the company’s website, which in turn increased the CR.

5. Avoiding Common mistakes:

In addition to doing all the right things in terms of designing your website, there are a few mistakes you want to avoid to increase the CR. Some of these mistakes include-

1. A poorly performing website due to slow loading time and broken links.
2. Adding too much unnecessary information on the landing page, which ends up overwhelming the consumer.
3. Making claims without supporting them with proper evidence, proof, and customer testimonials.
4. Placing social media buttons at the top of the landing page leads to the user leaving your website, thus reducing your website’s traffic. A solution to this can be placing such buttons at the bottom of the landing page not to distract the user.

Tools for Optimizing Website Conversion Rate

These tools collect data about your website and visitors to help you understand how people use your site and help you forecast the CR. Here are some of the best website conversion rate optimization tools:

Google Analytics: – A free analytics tool with beneficial conversion features.

ConvertBox – A conversion optimization software for deploying and optimizing opt-in forms and CTAs.

Unbounce – A famous landing page builder can also be used for deploying forms.

Mouseflow – A Powerful heat map tracking software to drive more conversions.

UserTesting – A tool to gather user feedback for improving your site’s Conversion rate.

Your company’s website is the most crucial channel and acts as your brand’s face. Constantly improving the user experience on your website should be the aim to increase your CR exponentially. The vital connection between Website Conversion Rate and the company’s sales conversion rate increase cannot be overlooked. We are confident that you will be able to substantially boost your website’s CR by carefully studying and implementing the tips and suggestions mentioned above.

References:

https://cxl.com/research-study/people-read-short-articles-original-research/

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