Regularly updating your B2B website is necessary to keep up with changes to the Google algorithm, as well as web design best practices. If it’s been a while since you’ve tested your site for optimum performance (an issue may B2Bs have), you risk not being found by potential customers. Here are a few tips to revamping your website to maximize good traffic.
Mobile responsive design
If your B2B website isn’t mobile responsive (i.e., viewable on mobile devices such as smartphones and tablets and adaptable to any screen size), it should be. With most consumers using their smartphones for web browsing and online research, a mobile responsive site is crucial to reaching your potential customers, especially B2B customers, who may be doing their research on their phones quickly between meetings or sales calls.
If you’re using a WordPress site, you can easily find templates that are mobile responsive; entirely custom websites are trickier, and require testing to ensure that they appear and function as you intend on desktops, laptops, tablets, and smartphones.
Accurate metadata is critical for being indexed by search engines. Metadata, if you’re not familiar, describes the individual pages on your B2B website. Title metadata affects how titles appear in browser windows; meta descriptions are the text that shows up on search engine results pages, and keyword metadata designates a specific keyword for the page. Ensure that you have custom meta descriptions, a keyword designated, and appropriate title metadata for each page of your website, or search engines, and the potential clients using those search engines, won’t find your site.
Fix broken links and redirects
Broken links annoy site visitors and can lower your search engine rankings. Luckily, they’re easy to fix. You can go through all of the links and all of the pages to ensure that they work, or you could use a tool like Check My Links. If you find broken links or 404 errors, you can resolve the issue by updating the link, if possible, or using a 301 redirect, which will help you maintain the original ranking power of the page, as well as the original keywords and metadata, while still helping visitors find the what they’re looking for.
Get rid of pop-ups
Google has started penalizing certain kinds of pop-ups, called intrusive mobile interstitials, which your current site may be using. If your B2B website has a pop-up message that viewers have to dismiss before they can view the page content on a mobile device (aka a standalone interstitial), a layout where the top portion of the page looks like a standalone interstitial, or a pop-up that covers the main content of the page while they are looking through the page Google will penalize your site, as these types of pop-ups are intrusive and affect the viewer accessibility of content on mobile devices.
Completing these quick checkups on your B2B website can make all the difference in your search engine ranking and site performance, driving more qualified traffic to your site. For more on revamping your site to enhance SEO, check out our SEO Site Checkup or these free SEO audit tools. If you have questions on how to improve your B2B site’s SEO, get in touch. Our SEO experts can help you achieve excellent site rankings and implement SEO best practices.