B2B local SEO: Connecting with new clients through search

For business-to-business companies (i.e. B2Bs, which could be corporate law firms, accountants, marketing agencies, food catering services, etc …) local visibility isn’t just an advantage, it’s a necessity. According to a Think with Google study, 80% of B2Bs prefer to research and contact providers themselves, rather than talk to sales reps. Even more striking, 94% have already informed themselves about the products or services by the time they get in touch. This shift in behavior means that first impressions through search results, listings, and local content significantly influence B2B decisions. Given these high stakes, B2Bs today must focus on local SEO strategies and tools that give them the best possible chance of outshining rivals.

What is B2B local SEO?

B2B local SEO refers to optimizing a B2B company's online presence to attract other local businesses. The primary goal is to increase visibility in local search results and establish a stronger online reputation than competitors. This gives your business a competitive edge and should see you capture the lion’s share of local search traffic for your market.

Google 3-pack results for corporate lawyers

Unlike local SEO for B2Cs (business-to-consumer), B2B local SEO focuses on connecting with industry professionals. More specifically, it’s the decision-makers that B2Bs should be prioritizing in their approach. Because B2B local SEO targets business people actively seeking solutions, the chances of converting the traffic are quite high. However, there are some important considerations to bear in mind when targeting local B2B clients with SEO.

A longer journey: Unique challenges in B2B local SEO

One of the biggest challenges in B2B local SEO is identifying and understanding the target audience. B2Bs must target specific roles within organizations at each phase of the client journey, and that means multiple personas. If you don’t know who you’re targeting, you can’t begin effective keyword research and content creation.

• At what stage in the buying process does each persona typically get involved?
• What are the specific pain points or challenges faced by each persona during the buying process?
• How do you align your local SEO strategy with the goals of your target audience?
• Which channels or platforms do different personas prefer to use when researching local providers?
• Should you be creating content that addresses higher-level concerns for later in the buying process? 

Another challenge lies in the sales cycle. B2B companies often experience longer sales cycles, where committees rather than individuals make decisions. This means maintaining a consistent online presence for every stage of the decision-making process. But despite these challenges, B2B local SEO presents significant opportunities for businesses to stand out in their local markets.

Applying local SEO ranking factors to B2B businesses

For B2Bs, leveraging local SEO ranking factors can make a significant difference to visibility. The basic principles of local SEO apply to both B2Bs and B2Cs, but tailoring your strategy to attract other businesses will bring more success and, ultimately, drive up revenues.

Optimizing Google Business Profile (GBP)

Getting the most out of your GBP is likely to have the biggest impact on rankings, particularly in Google Maps and the Local Pack.

An accounting firm's Google Business Profile
Complete and optimize your profile, including accurate business information, hours of operation, services offered, and high-quality images. Effective B2B local SEO also means managing and responding to Google reviews. Positive reviews build trust and credibility, while responding to negative reviews shows potential customers you value feedback. This is particularly important in the B2B space, where reputation and reliability are key factors in decision making.

Local content for attracting B2B clients

Potential clients shouldn’t just find your listings on Google Search. They should also discover  engaging content that speaks directly to their pain points and establishes you as an authority. Great content can even convert a user gathering information into a paying client.

Try creating case studies, white papers, industry reports, and in-depth articles that offer insights into services or trends. B2B local SEO means optimizing content for local keywords that resonate with the target audience. For instance, an NYC corporate lawyer might write articles on local legal topics that concern potential clients. 

 Law related articles aimed at businesses in NYC
Good content not only boosts rankings but also builds the kind of credibility that secures long-term business relationships.

Managing business listings

In the competitive B2B landscape, maintaining precise and uniform information across the web’s top online directories is essential. Listings help search engines index your business correctly and also make it easier for local customers to find you.

A Yelp listing for a digital design studio in LA 

Your business’s name, address, and phone number (NAP) are fundamental components of your online identity. Google relies on this information to verify your business and ensure searchers see accurate information. If your NAP is inconsistent, it can confuse search engines, leading to lower rankings in local search results.

B2Be seen: Actively managing listings across multiple platforms gets complex as your business grows and expands into new markets. Take advantage of Semrush Local’s Listing Management tool to manage your business listings and improve your B2B local SEO strategy.

Local link building for B2Bs

Link building is another important local SEO ranking factor that B2B companies can leverage to improve their online visibility. Backlinks are essentially endorsements from other websites that point back to your site. In the context of local SEO, links from reputable sources based in your area are especially valuable.

Seek out local industry associations, chambers of commerce, and other business directories to get high-quality backlinks. Consider opportunities for guest blogging on local industry websites or collaborating on local events with other businesses. This can lead to valuable backlinks and position you as an active participant in the local business community.

Monitoring local SEO performance

For B2Bs, it’s important to focus on the metrics that align with your specific goals and objectives. For example, a Chicago corporate law firm should track rankings for “corporate lawyer Chicago” and “business attorney near me.” Monitoring these positions over time helps you assess the effectiveness of your keyword strategy and make adjustments as needed.

GBP engagement also reveals a lot about the impact of your B2B local SEO strategy. 

 Semrush Local's Google Business Profile insights

Key metrics to monitor include the number of profile views, clicks to your website, and calls generated through your GBP.

Powerful insights: Semrush Local’s tools help you track your local SEO performance, helping you optimize your strategy.