How To Increase Traffic To B2B Website?

I know you would love to have some good traffic to your website. Maybe you try several approaches, but none work, or with only very negligible results.

In this article, I’ll share all the ways you can do to increase traffic to your B2B website, but with actual advice on how to do each of them properly based on my own experience.

Spoiler alert, here are those strategies, by order of effectiveness:

1. SEO (good ol’ SEO works)
2. Genuinely good content marketing (because people still read, a lot)

Why would you want to increase traffic to your B2B website?

This is a crucial question to ask yourself.

What’s the goal of traffic increase anyway? Let’s say you have 1 million visits to your website this month, but none of that traffic converts into any meaningful revenue, why would you want that 1 million visits?

That’s why you’d prefer to increase traffic value rather than raw traffic numbers. Having 100 visitors per month for really high intent keyword is much better than 1 million visitors who can’t relate to the pain point that your products/services solve.

The visitors you bring to your website should be:

• People who are researching products/services you provide
• People who are having a certain pain point that your products can solve
• People who can later influence decision makers to consider your products/services

All of the strategies I’m going to share below are centered around those 3 goals.

1. Invest into SEO

This is the only real, sustainable way to bring more traffic to your B2B website.

Unlike paid ads that stop bringing leads the moment you pause the campaigns, SEO keeps bringing traffic to your website, as long as there are still people searching for the keywords you target and your content stays fresh.

But if your articles are not ranking, are you sure you’re doing SEO the right way?

Here are some of my advice to improve your B2B SEO:

Advice 1: Focus on BOFU keywords

In B2B SEO, I always advocate for starting at BOFU stage, Bottom-of-the-Funnel.

BOFU keywords are the search terms people use when they’re very close to making a purchase decision. They already understand their problem, they’ve done their research, and now they’re evaluating which solutions to choose. BOFU keywords help you meet them at that stage.

BOFU keywords usually look like this:

• [service provider] case studies in [industry]
• [vendor] alternatives
• [solution] vs [solution]
• best [category] platforms for [industry/role]
• [vendor] pricing
• [vendor] reviews
• top [industry] providers
• [solution] for [specific workflow or department]
• [solution] ROI

Most BOFU keyword has low volume, but that’s alright. People are actually competing for it intensely in the search ads. For example, this BOFU keyword “B2B SEO agencies” only has a volume of 390 in the US, but it has a cost per click of $28.76, which is pretty high.

Advice 2: Build topical authority

Even if you invest into tons of BOFU keywords, they still won’t rank if you don’t have topical authority.

Topical authority is a term used in the SEO community to describe how well a website is known as a subject matter expert in a given topic.

In practical terms, that means:

• You cover a topic deeply and completely
• Your content is internally connected in a logical and structured way
• Other credible sites link to you on that topic
• Users genuinely engage with your content (time on page, repeat visits, low bounces). Yes, Google does track those metrics.

Good topical authority is also the secret behind Monday.com’s insane growth:

Their B2B SEO strategy is that they will break the big topic of “project management” down into several smaller sub-topics like work management, CRM, Sales management, Product development, Service management, and so many more.

They then focus on only ONE single topic at a time. The goal is to write articles after articles covering every single aspect of that topic as comprehensively as possible. Once they have fully conquered one topic, they move to the next, and the next, until there’s nothing left to write about.

Since they literally flood the Internet with interconnected webpages of the same topic, Google assigns them a high level of topical authority.

Remember, Google’s goal is essentially to return the best search result for the user. If Monday.com can answer everything that the user possibly want to ask when it comes to project management, why not bring them to the highest ranking position?

And here’s Monday.com’s reward for consistently going after that one single topic to achieve authority in it: 1.5M in organic traffic every month in 2023. As of now, they still have around 800-900K monthly traffic.

So here are the steps you can take to boost topical authority for your B2B website to bring in more traffic

1. Pick one primary topic per site section and commit to owning it
2. Map all subtopics users search within that topic
3. Create one core page (pillar) that defines the topic
4. Publish supporting pages that go deeper on each subtopic. They don’t have to be long-tail. It’s better for users when you serve them 1 short article that answers their question immediately than an essay that makes them scroll 100 times before they find the answer.
5. Internally link from subpages to pillar page and between related subpages.
6. Use descriptive, topic-rich anchor text
7. Keep content tightly scope. Do not mix unrelated topics on the same URLs since that confuses Google.
8. Update older pages to align terminology, entities, and intent. If you have old pages that aren’t related to your ultimate topical cluster, don’t be afraid to delete them
9. Only expand to the next cluster when you have exhausted the subtopics in the current one.

Advice 3: Get backlinks, even if they’re no-follow

The core of Google’s algorithm is based on links. There’s no denying of that.

Personally, I don’t recommend buying backlinks. If your on-page content is mediocre, no amount of backlinks would help you keep that top 1 position for long.

Instead, I recommend the organic way of getting backlinks:

1. Let backlinks build naturally by people linking to your website. The “link magnets” are usually well-researched, data-driven articles that confirms or challenges a well-known belief in the industry. Ahrefs and SparkToro are big players who have published a lot of such articles.
2. Guest posting. And I don’t recommend contributing guest posts on “Write for us” websites. Instead, you’d have a much better chance just reaching out to peers in your field and asking to contribute a guest post on their site. It’s less scalable, but your article actually gets to appear on a relevant website with a readership adjacent to yours.
3. Mention your brands across websites and forums. At the end of the day, Google is just a massive word-matching engine. If you brand name is mentioned somewhere on Google verbatim, it will certainly notice. It doesn’t hurt to get your name out there. That’s why you should totally post on forums, magazines, niche communities, niche websites that are relevant.

2. Invest into genuinely good Content marketing

I think there’s not enough good content on the Internet these days.

We’ve been chasing the allure of SEO traffic to the point of sacrificing the human touch in our content.

Remember, Google considers return visits as one of their ranking factors. That means even if your content ranks high, but users only read it once and never come back to your site, it will eventually get outranked by content where users show more engagement.

That’s why you need to invest into good content marketing if you want truly sustainable, evergreen traffic on your B2B website.

Here’s how I do it:

Advice 1: Have expert writers write your content

I’m not really a fan of AI-generated content. It’s easy to churn out an article within minutes with AI, but unless you prompt it in an extremely detailed way, that content is going to have all the hallmarks of AI slop.

It doesn’t take long for a reader to spot AI in your content. Why would they want to read something that they can generate themselves with a free AI account?

Moreover, AI can’t create original content. It can only rewrite what is already written. I have experience in SEO and content marketing, and I have successfully bring traffic and revenue to many B2B websites, and that experience shines through every word I write.

That’s what connects with readers. That’s what makes them stay on my website, bookmark it, share it, and decide to choose me as the agency to help them grow their SEO/content.

And you should totally have expert writers write your content too. They bring their expertise to the table, and what they share in their content should genuinely resonate with the readers.

Advice 2: Have a balance of SEO and thought leadership content

Again, SEO is the ultimate traffic driver for any website. If you don’t optimize your articles for SEO, you will have to put in the effort to distribute your content. Either you run paid ads to bring traffic to it, or you share it on social media and niche communities.

Once you stop distributing it, your content stops getting the traffic it deserves.

That’s why it’s a must that you optimize the content you write for SEO. However, the guardrails of SEO content doesn’t leave space for you to express opinions that can meaningfully impress your audience in anyway. That’s why you need to bolster your SEO content with thought leadership content.

Here’s what happen when you combine the two approach to get the best of both worlds:

Content type	Pros	Cons
SEO content	Traffic is predictable and scalable via keywords Captures existing problem and solution intent Compounds over time through rankings Clearer attribution from query to pipeline	It’s hard to express opinions since you’re constrained by search intent and SERP formats Higher risk of sounding generic SEO takes time when you’re still new. Slower to win in competitive categories Requires ongoing updates to defend rankings
Thought leadership	Builds trust and establish authority in the market High freedom to express opinion and POV Easier to differentiate and make your brand memorable Influences buyers earlier in decision making	Traffic is less predictable Attribution is harder to measure Difficult to scale without real expertise Strong opinions can age when the market shifts

Here’s my advice:

• Definitely invest into SEO content. However, always link from SEO content to relevant thought leadership pieces to establish authority.
• Don’t be afraid to challenge the status quo in your thought leadership content. Many B2B brands are afraid of this, and they decide to play safe, which ends up making them forgettable.

Conclusion

So, at the end of the day, those are the two most sustainable ways of getting traffic to your B2B website:

• Optimize your website for SEO so well that traffic automatically comes to you
• Write memorable content, even if that means you take a contrarian approach, but that’s exactly the kind of content that makes your brand memorable.