Search engine optimization is the process of gaining a solid foothold in the search engines. Websites are optimized to ensure that they are search engine friendly, enabling them to obtain high ranking in search engines. It’s important that a company’s website is ranked in the first pages of search engines if it wants to get high number of quality traffic. “Who," “What," and “How" are the three factors that play a key role in determining the right SEO strategy. “Who" are the target customers -- the individual customers or another business. “What" the company wants to promote -- information, products, or services. “How" is the keyword rich content; link building; the process of complete website optimization; and more. 

SEO for Business to Business (B2B) and Business to Customer (B2C) differ slightly as the customers are different but the basics of SEO for both are the same. B2B targets other businesses, while B2C targets individual customers. In comparison to individual customers, business customers will evaluate the offering based on comprehensive parameters, thus a broader range of keywords must be used. The objective and purpose of SEO for B2B and B2C will be different. For B2C, the objective may be to generate high quantity, quality traffic for instant product order or service sign-up. However, the same objective cannot be applied for B2B as the decision making process takes considerable time and covers a ‘longer buying funnel’. The SEO objective for B2B is mainly lead generation to negotiate a deal by other means.

The keyword rich content is more professional in tone when it’s written for B2B customers, providing each product specifications and features. The content may include case studies, demos, newsletter signs, and more to build. And, when the content is written for B2C, it’s more personal with call to action that persuades customers to instantly order or sign-up for a service.