Launching a website is a major milestone for any B2B tech company, but it can also be a challenge. Many organizations struggle with the trade-offs of optimizing their website for search engines vs. user experience since they don't have the bandwidth, expertise, or budget to tackle it all. That’s why many of them hire a B2B performance marketing agency to handle this task for them.

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In this article, we'll outline best practices for on-page and technical SEO to help you launch a website that meets and exceeds your marketing goals. 

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What is on-page SEO?

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On-page SEO involves optimizing both the content & elements of a webpage to make it more search engine- & user-friendly. It's about creating high-quality, user-focused content that search engines can easily understand. Here are the key components:

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Keyword research

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Keyword research is the foundation of a solid SEO strategy. For B2B tech companies, this means identifying a mix of broad and long-tail keywords to target, such as "enterprise cybersecurity" and "AI-powered SaaS solutions." After conducting research and identifying the most relevant terms for your business, be sure to implement them strategically across your website. This includes page titles, headers, body copy, and metadata. By optimizing your website for user intent, you'll be more likely to rank for high-value queries.

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High-quality content

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Your website content should educate and engage users while also showcasing your expertise and thought leadership. For B2B tech companies, this means creating in-depth, engaging content that addresses specific pain points for your customers. This could include guides, case studies, or product comparison pages.

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Meta tags

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Meta tags, including title tags and meta descriptions, are some of the most important on-page SEO elements. They greatly impact your click-through rate from search results and are easily optimized for B2B tech companies. When crafting your title tags and meta descriptions, be sure to highlight the unique benefits of your products or services. For example, "Streamline your data with [company name]'s analytics platform" is a compelling title tag, and your meta description could highlight ROI benefits, such as "Get a clearer picture of your business with [company name]." Our analytics platform helps you make data-driven decisions and save time and money."

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Heading structure (H1, H2, H3)

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A clear heading structure enhances both user experience and search engine understanding of your content's hierarchy. Your page's primary topic should be marked with an H1 tag, while subheadings and secondary content can be designated with H2s and H3s. For example, a product page might use an H1 for the product title, with H2s for "key features" and "benefits," and H3s to expand on each feature and benefit.

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Internal and external linking

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Internal linking helps users navigate your website and find related content, while also guiding search engine spiders to other relevant pages. For example, if you publish a blog post about "AI in marketing," link to a relevant whitepaper or service page that can help further educate your visitors. External linking can also be beneficial, especially in the tech industry where referencing data or standards from reputable organizations is important.

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Image and media Optimization

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To improve page load times, compress image files and add descriptive alt text that includes target keywords, such as "cloud computing architecture diagram." For video content, ensure it's optimized for fast playback and responsive design.

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Call-to-Action (CTA) optimization

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CTAs are critical for converting visitors into leads and guiding them toward specific actions, such as "Request a demo" or "Download a case study." Place CTAs prominently on high-traffic pages and optimize their text to maximize conversions. 

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What is technical SEO?

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Technical SEO is like giving your B2B tech website a tune-up under the hood. It's the behind-the-scenes work that helps search engines crawl and index your site more effectively. A solid technical SEO foundation also improves your website's overall user experience. Key elements of technical SEO:

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Website architecture and navigation

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A well-planned website architecture is critical for both user experience and search engine crawl efficiency. For B2B tech companies, this means categorizing your solutions, services, and resources in a logical way. This could include creating sections for industry, products, and resources, with breadcrumbs and intuitive menu options that help users and search engines find relevant content.

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Page speed optimization

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Slow-loading pages can scare off visitors, especially if your website features resource-intensive content, such as videos or product demos. To improve page load times, consider compressing files, reducing server response time, and leveraging a content delivery network (CDN).

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Mobile optimization

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With mobile-friendly websites prioritized in search engine rankings, responsive design is essential. A mobile-optimized B2B website ensures decision-makers researching on their smartphones can easily find and access information. Focus on mobile-friendly navigation, scalable images, and tap-targets (buttons) that are large enough to hit easily.

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Secure protocol (HTTPS)

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B2B tech companies handle sensitive data, such as contact information and payment details, so a secure website provides peace of mind for visitors. Installing an SSL certificate not only adds security but also enhances your website's credibility in the eyes of search engines.

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Crawlability and indexing

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Crawlability allows search engines to access and crawl your pages, while indexing determines which pages appear in search results. To help search engines crawl and index your entire website, use XML sitemaps and configure your robots.txt file. Regularly check Google Search Console for crawling errors and address issues before they impact your visibility.

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Structured data (Schema markup)

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Schema markup helps search engines understand your content and display rich snippets in search results. For B2B tech companies, structured data can highlight important details, such as product features, FAQ sections, or customer reviews. This increases your website's visibility and click-through rates, making your listings more attractive.

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Canonicalization

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Canonical tags are critical for avoiding duplicate content issues by indicating which version of a webpage is preferred. This is important for B2B tech websites that often feature multiple variations of similar content, such as country-specific service pages. Proper canonicalization consolidates link equity and ensures consistent rankings.

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404 and redirect management

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Implement custom 404 pages with links to helpful resources to reduce bounce rates. Use 301 redirects for archived or moved pages to preserve link equity and prevent losses in search rankings.

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Analytics and tracking setup

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Set up Google Analytics and configure conversion goals to track important actions, such as form submissions or resource downloads. This data helps you see which SEO efforts are driving results and which need adjustment.

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In a few words, on-page SEO is all about creating content that resonates with your audience and search engines. Technical SEO is like building a foundation for your website that makes it accessible and performant for both users and search engines. 

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For B2B tech companies, on-page SEO focuses on converting by speaking to your audience's needs and showcasing your expertise (solution overviews and technical specs), while technical SEO ensures that this critical content is easily accessible, even on resource-heavy platforms like live product demos and gated assets.

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Best practices for implementing on-page and technical SEO during a website launch

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On-page SEO best practices

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Start with comprehensive keyword research

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• Use tools like Ahrefs or SEMrush to find keywords your ideal buyers are searching for.

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• Focus on keywords with buyer intent, such as "AI-driven CRM solutions for mid-market companies." Create dedicated pages for these keywords to avoid keyword cannibalization and increase your chances of ranking.

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Develop user-centric content

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• Write for your audience first and search engines second. Ensure your B2B content provides value by solving pain points, answering questions, and demonstrating expertise.

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• For B2B tech, create case studies, whitepapers, and blog posts that align with different stages of the buyer’s journey.

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Optimize meta tags and headings

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• Craft engaging title tags and meta descriptions that feature your primary keywords and highlight your value proposition. For example: "Protect Sensitive Data with FIPS 14 Compliant Enterprise Encryption | [Company Name]."

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• Use descriptive heading tags (H1, H2, H3) to outline your content and make it easier to read for users and crawl for search engines.

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Ensure mobile-friendly design

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• Test your website on a variety of devices to ensure text, images, and features are displayed perfectly. 

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• Optimize your site's speed, as many decision-makers access your website on their mobile devices.

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Leverage internal and external links

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• Internal links: Point your blog readers to relevant content, such as linking a blog about "cloud migration strategies" to your "cloud services" product page.

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• External links: Add links to reputable, relevant third-party sources to increase your credibility and show search engines you're a trustworthy source.

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Incorporate strong Calls-to-Action (CTAs)

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• Place CTAs on key pages and use wording that sparks conversions, such as "Book a demo" or "Download the report."

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• Test different CTA designs and placements to find what resonates with your audience.

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Optimize images and media

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• Compress images and video to reduce file sizes and load quickly.

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• Add descriptive alt text to every image to improve accessibility and help search engines understand your content.

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• Use next-gen file formats like WebP and implement lazy loading to really optimize your images.

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Technical SEO best practices

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Plan a logical site architecture

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• Hierarchically structure your website, with broad categories (e.g. "Solutions", "Industries") and then narrow down to specific subcategories (e.g., "AI tools for the finance industry").

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• Add breadcrumb navigation and create an XML sitemap to help search engines crawl your website.

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Optimize for page speed

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• Use tools like GTmetrix or Google PageSpeed Insights to identify bottlenecks and optimize load times.

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• Implement server-side caching, minimize code bloat, and leverage content delivery networks (CDNs) to enhance performance.

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Set up & validate robots.txt and XML sitemaps

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• Use your robots.txt file to tell crawlers which pages to focus on and which can be ignored.

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• Submit your XML sitemap to search engines like Google and Bing to ensure important pages are indexed.

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Add structured data (schema markup)

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• Use schema markup to provide context to search engines about your content, such as product features, pricing, and FAQs.

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• For example, add the "SoftwareApplication" schema to highlight your SaaS product's key attributes in search results.

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Fix broken links & redirects

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• Audit your links to find broken internal and external links. Create user-friendly 404 pages with links to helpful sections of your website.

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• Set up 301 redirects for outdated URLs to save link equity and prevent users from hitting dead ends.

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Audit pre-launch & post-launch

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• Use tools like Lighthouse or SEMrush to audit your technical and on-page SEO before launching your website.

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• Keep a close eye on your website's health and rankings after launch to quickly stabilize and capitalize on early traffic.

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Launching a new B2B tech website? Let’s talk!

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Launching a website that excels in both on-page and technical SEO is crucial for B2B tech companies aiming to establish authority, attract qualified traffic, and convert leads. However, we understand that managing the complexities of SEO while focusing on growth can be overwhelming. With our expertise in growth operations for B2B tech companies, we provide tailored solutions to streamline your SEO strategy and maximize your website’s impact. 

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Let’s work together to ensure your website launch is a success. Schedule a free strategy call with our ABM agency CEO, Alex Hollander. Or visit our homepage for more information regarding B2B SaaS & Tech Growth Operations.