Search engine optimization (SEO) and search engine advertising (SEA)

“Googling” is as natural to us today as eating and drinking. This applies equally to B2B and B2C. Today, more than 60% of all search queries worldwide are made on Google. Only in China and Russia do Baidu and Yandex have a larger market share. Around 6 million searches are made on Google every minute. That is 8,640,000,000 search queries per day. A large proportion of search queries are information-based. Being found on the first hit page on Google & Co is the task of search engine optimization (SEO).

What is the difference?

In short… While search engine optimization (SEO) aims to gain organic traffic, search engine marketing or search engine advertising (SEA) refers to paid advertising measures in search engines to achieve immediate visibility.

Increasing visibility. Qualified traffic. Increased credibility.

Search engine optimization (SEO) for B2B customers

The main goal of search engine optimization (SEO) is to generate qualified traffic to the website, increase visibility in the organic (non-paid) search results of search engines such as Google and thus gain the trust of users. This is done through targeted optimization of individual websites to ensure that they rank well for relevant search terms (keywords or keyword combinations).

The SEO strategies are designed to direct users to the website who are actually interested in the website’s content or offers. This increases the likelihood of conversion and engagement.

B2B search engine advertising (SEA)

Search engine advertising or search engine marketing (SEA) are paid ads (Google Ads). The main goal of search engine advertising is to increase the visibility of a website or product by displaying ads for relevant search queries. Search engine advertising enables companies to appear immediately in the top positions of the search results pages (SERPs) without having to wait for organic rankings to build up over the longer term. Targeting can be used to define the target group based on demographic characteristics, location and search terms.

SEA campaigns are particularly suitable for campaign pages and landing pages when it comes to carrying out specific actions such as a purchase, registration or download. SEA campaigns can also be adapted quickly to react to current trends, events or changes in the market.

Especially at the start of search engine optimization, search engine advertising can be used to bridge the time to a top position in the organic ranking.

Immediate visibility. Targeted approach to target groups. Increase in conversion rates. Flexibility and customizability.

In contrast to paid advertising measures (search engine marketing), search engine optimization (SEO) is a long-term approach. The aim is to achieve sustainable organic growth and maintain stable rankings in the long term. This is because websites that rank well in organic search results are often seen as more trustworthy than Google Ads. SEO helps to gain the trust of users.


Along the customer journey, users have different needs at different times and in different phases of their decision-making process. As a B2B digital agency, we support our clients in all steps of search engine optimization:

Prinzip der Suchmaschinenoptimierung: Entlang der Customer Journey haben Nutzer zu verschiedenen Zeiten und in verschiedenen Phasen ihres Entscheidungsprozesses unterschiedliche Bedürfnisse. Als B2B-Digitalagentur unterstützen wir unsere Kunden bei allen Schritten der Suchmaschinenoptimierung.

Keyword research: Identification of relevant search terms and term combinations. On the one hand, we take into account our clients’ internal perspective, i.e. terms that have become established in the company’s communication. On the other hand, we analyze the market and competitors to find the right keywords.

On-page optimization: Optimization of content and meta information for the defined keywords. Each individual website can only be optimized for one to a maximum of three keywords.

Off-page optimization: Building high-quality backlinks, especially through social signals

Technical search engine optimization (SEO): Improving technical aspects of the website, such as loading times, responsiveness and indexability.

Content marketing: Creating high-quality, relevant and appealing content that attracts users and is valuable for search engines.

Monitoring and adjustment: Monitoring the ranking in order to optimize individual pages again if necessary.

Search engine optimization (SEO) and search engine advertising (SEA) along the customer journey

The integration of search engine optimization (SEO) and search engine advertising (SEA) along the customer journey is a crucial factor in ensuring that users find the right information at the right time.

Awareness phase

In the awareness phase, potential customers are looking for information and solutions to their needs or problems. Search engine optimization can be used here to create content that addresses these needs. Using relevant keywords and optimizing content for search engines is crucial to be visible in search results.

Interest phase

In the interest phase, users search for more specific information and compare different options. Search engine optimization with long-tail keywords, for example for in-depth content in blog posts, is important in this phase.

Consideration and conversion phase

In the consideration phase, users actively consider making initial contact. Search engine optimization on references with direct contact options for the right contact person or a suitable white paper for download can help to strengthen trust. Optimizing conversion paths on your website is also crucial to ensure that users can easily perform actions such as filling out a contact form.

Loyalty and advocacy phase

The customer journey does not end with the purchase.
Search engine optimization can also be used to retain existing customers. FAQs, after-sales offers and how-to guides are part of this phase.

As a B2B digital agency, we use search engine optimization and search engine advertising along the entire customer journey to address our clients’ different target groups at various stages, meet their information needs and build trust in the company and the brand.

6 reasons for search engine optimization in B2B markets

Special target groups: In B2B markets, target groups are often more specific and better defined. In search engine optimization, this makes it possible to create targeted keywords and content that are precisely tailored to the needs and challenges of these target groups.

Longer sales cycles: B2B sales are often more complex and require longer decision cycles. Search engine optimization can be used to target and influence potential customers at different stages of the decision-making process.

Keyword niches: In B2B markets, there are often specific technical terms and keywords that are less well known to the wider public. This can make it easier in search engine optimization to rank in search results for these keywords and attract relevant leads.

Better conversion rates: Because B2B transactions tend to be larger and more complex, converting leads to customers can often be more profitable for B2B companies. This means it’s worth investing in search engine optimization to generate qualified leads.

Long-term customer relationships: In B2B, long-term customer relationships and recurring business are more common. Search engine optimization can help build these long-term relationships as it targets potential customers at different stages of their journey.

Competitive advantage: Search engine optimization has not caught on in many B2B industries. As such, companies that invest in search engine optimization can gain a competitive advantage and position themselves as industry leaders.


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