It is therefore essential to also consider the new ways of searching and browsing the web, such as voice searches, when we create content with an SEO perspective, for the purpose of B2B lead generation. Here are some tips on how to do it.
1. Understanding Voice Queries in B2B
Voice searches are structurally different from traditional searches, especially because users tend to use more natural and colloquial language when talking to a voice assistant. In B2B, decision-makers may ask very specific questions, often oriented towards finding immediate solutions.
Practical example: A sales manager might ask, “What is the most cost-effective CRM solution for mid-sized businesses?” or “Who offers digital marketing consulting in Turin?” These questions are longer and more colloquial than text queries like “cost-effective CRM software” or “marketing consulting Turin.”
To optimize your site for voice search for B2B lead generation:
Identify the most common voice queries in your industry using tools like Answer the Public SEOZoom or Semrush . These tools show you the actual questions people are asking on Google and help you identify topics to cover.
Create content that is specific to these queries. For example, if you work in the management software industry, you could publish an article that directly answers the question: “What is the best business management software in Milan?”
2. Structure content for voice responses
For your content to be picked up by voice assistants, it must be clear, concise and direct . Search engines tend to pull short snippets that directly answer the user's query. Here are some tips:
Start your articles with a direct and concise answer to the main question, followed by a more detailed explanation.
Use formats like FAQ (Frequently Asked Questions), which mirror the format of voice searches. FAQs are ideal because they quickly and directly answer questions that might be asked by voice.
Practical example: If you create a page about “The best document management software providers in Italy,” include an opening section that directly answers a spoken question such as “What is the best document management software in Italy?” and then go into more detail with details about the various software, comparisons, and expert advice.
3. Local SEO for B2B Lead Generation: Mastering Geolocalized Search
If you operate locally or regionally, you need to optimize your presence for local keywords . While B2B lead generation is less location-specific than B2C, many companies prefer to work with suppliers close to them for logistics or support reasons.
To improve local SEO:
Optimize your Google My Business (now called Google Business Profile ). Make finland phone number library sure all information is correct and up to date (address, phone number, hours, etc.) and collect customer reviews to improve your visibility.
Include local keywords in your content. For example, if you are an IT consulting company based in Bologna, create content that includes the name of the city and relevant keywords: “IT Consulting for Businesses in Bologna: Tailor-made Solutions for SMEs”.
Practical example: A company looking for a local IT solutions provider might search for “IT Company in Milan for Cloud Solutions”. If your page is well-optimized for this query and you have a well-developed local presence, you increase your chances of appearing in localized search results.
Also discover strategies to acquire new customers by answering their questions .
4. On-Page Optimization for Voice and Local SEO
Your site structure plays a critical role in your voice and local SEO. Here are some practical steps to improve your on-page optimization, attract targeted traffic, and generate B2B leads:
Schema Markup : Use schema.org markup to provide search engines with structured information about your content. For local businesses, LocalBusiness schema helps provide specific details like hours, reviews, and address, which are especially relevant for local SEO.
Mobile-first : The majority of voice searches happen on mobile devices, so it’s crucial that your site is fully mobile-friendly. Make sure your site is fast and that your content is easy to read and navigate on a smartphone.
