Quick fix your SEO strategy for higher B2B blog ranking

You've spent ages writing some blogs for your company's website. They're well-written, informative and original. But they're still being ignored by Google and other search engines. AAGH, it's so frustrating!

There could be a simple reason for this - your SEO strategy.

Creating great content is only part of the challenge; ensuring it reaches the right audience is equally important. SEO is a fickle beast, and what worked a few years ago will ancient history today.

If Google decides that your content doesn't align with the target search query, it won't rank highly in searches.

Targeting the wrong keywords

Keywords are the basis of any SEO strategy. Your content won't reach the right audience if you're not targeting the ones. Many companies focus on broad, high-competition keywords or fail to use terms their audience is actually searching for.

How to fix it

• Use long-tail keywords that are more in line with specific user intent, like "fire-related insulation for commercial buildings in the UK."

• Conduct keyword research with tools like Google Planner or SEMrush.

• Check search intent. Are people looking for information, products or services?

For example: A UK supplier of modular buildings might struggle to rank for “modular construction” but could gain traction with “best modular buildings for schools in the UK.” Similarly, “sustainable building materials for commercial projects UK” would perform better than highly competitive terms like “construction materials.”

Low-quality content

There’s no set-in-stone answer to how long a blog post should be for SEO. You'll get mixed results when you search the internet for the ideal length. Some people recommend 1,000 to 2,500, while others say over 3,000 words. You'll even have some advocating for shorter blogs, around 600 words. Google prioritises high-quality, informative content that answers users' queries. It doesn't count how many words that is.

The thing to remember is that quality will always rank higher than quantity. So, a shorter blog post that matches user intent will do better than a 2,500 rambling blog stuffed with keywords and no clear message.

How to fix it

• Write blogs that provide real insights and industry expertise.

• Structure your content. Have a logical flow and use headings (H1, H2, H3) with keywords, bullet points, short paragraphs and internal links.

• Answer questions and use statistics and case studies for social proof.

For example: A scaffolding company could publish a blog on "the 2025 guide to scaffolding safety compliance in the UK," featuring regulations, best practices, and case studies from recent projects.

Poor on page SEO

It doesn’t matter how good your content is; if search engines struggle to understand it, you won’t rank. On-page SEO is about optimising elements like title tags (the page title in the browser that’s also displayed as part of the search snippet), URLs and metadata to make your content more accessible to search engines and searchers.

How to fix it

• Optimise title tags and meta descriptions (summary of the blog’s content that appears in search results) with relevant keywords

• Use clear URLs and include keywords - /construction-fire-safety-guide instead of /blog4567

• Add internal links to related content.

• Use alt text for images or other visual content (description of the image/graphic, etc.)

For example: A roofing manufacturer writing about “Green Roof Solutions” should include an SEO-friendly URL (/green-roof-solutions-UK), a strong meta description, and internal links to related stories or products.

Slow page speed and poor user experience (UX)

Even brilliant, ‘oh wow’ content can struggle to rank if technical issues let your site down.

Google and your visitors like fast-loading, mobile-friendly websites. Visitors will ditch it quickly if the site takes too long to load or is clunky to navigate. And this will hurt your rankings. A poor UX leads to higher bounce rates and lower engagement.

How to fix it

• Compress images and use a fast hosting provider

• Use tools like Google’s PageSpeed Insights to check performance

• Ensure your website is mobile-responsive

For example: A building equipment supplier with a slow-loading blog full of high-res images should compress them and enable caching to speed up load times.

No link-building strategy

Backlinks (links to your website from others) show Google that your content is credible, authoritative and relevant. Without a link-building strategy, your content may struggle to gain the trust needed to increase rankings.

How to fix it

• Get featured in industry publications.

• Write comment pieces or guest posts for industry blogs

• Encourage suppliers, partners and clients to link from their websites

For example: A fire door manufacturer could collaborate with a safety consultancy to

co-author a whitepaper on fire compliance, which both parties can link to from their websites.

No regular content updates

Search engines favour fresh, up-to-date content. If your blog posts haven’t been updated in years, they may no longer be relevant. This is one of my pet hates: reading a blog and then finding stats are old, referring to an outdated standard, or a link to a site is no longer active. Keeping content current ensures it remains useful and ranks well over time.

How to fix it

• Update old posts with the latest statistics and case studies.

• Transform successful content into infographics, videos, or LinkedIn posts.

• Revise evergreen content to maintain its relevance.

Fix your SEO and rank higher

If your blog isn’t ranking, it’s often due to fixable SEO mistakes. By optimising your keywords, improving the quality of your content, fixing technical SEO and boosting engagement, you’ll have a much better chance of ranking well in Google’s search results (other search engines are available!).

Do you need help with your B2B blogs, content, copy editing, or proofreading? Then why not get in touch? I'm here to help.