Hi there and welcome back to the Flying Cat interview series! In this episode, we get the lowdown on the differences between B2B and B2C SEO from Marcos Sabino who heads up the SEO team at TravelPerk, a B2B business travel software. 

Originally from Portugal, Marcos recently transitioned from B2C e-commerce at Myprotein, a sports nutrition brand based in the UK, to B2B SaaS at TravelPerk in Barcelona. He explains how, while the basic principles of B2C and B2B SEO are similar, he’s encountered big differences in terms of stakeholder involvement, keyword search volumes, and the number of websites he has to manage at a B2B SaaS company vs B2C e-commerce. He also outlines the practical implications of those differences when it comes to creating an SEO culture, managing stakeholders and expectations, doing keyword research, optimizing content, and getting results. 

And as if that wasn’t enough, Marcos also gives us his take on keyword mining and why Google Search Console wins over third-party SEO tools any day when it comes to evaluating demand for “zero volume” keywords. He signs off with some insights into how TravelPerk ranks for localized searches and deals with the challenges of researching keywords and creating content in languages other than English. 

Don’t miss it! 

In this episode:

• The differences between SEO for B2C e-commerce and B2B SaaS. 
• Zero volume keywords and why Google Search Console is an SEO’s best friend. 
• How to optimize your existing B2B pages for low-volume keywords. 
• How to rank for localized queries even if you don’t have a physical presence on the ground.
• SEO and content creation in languages other than English. 

Timestamps 

• 03:00 How Marcos scaled e-commerce through SEO at Myprotein
• 03:20 How B2C SEO differs from B2B
• 03:37 Stakeholder management and training in B2C
• 05:40 The challenges of B2C vs B2B and how to overcome them 
• 07:45 Search volumes in B2C e-commerce vs B2B SaaS 
• 09:07 Real demand vs estimated demand in SEO tools 
• 09:23 Keyword research in languages other than English 
• 10:31 Differences in organic traffic in B2C vs B2B 
• 11:27 The SEO culture at TravelPerk 
• 13:07 Zero search volume keywords 
• 14:27 Traditional keyword research and Google Search Console keyword mining
• 16:50 How to optimize existing B2B pages for low volume keywords, and spot up and coming keywords
• 20:07 The impact of Google updates on B2C rankings vs B2B
• 22:00 Tracking keywords and optimizing content driving MQL and SQL leads 
• 23:10 How TravelPerk successfully used Google Search Console for keyword mining
• 25:18 How to rank for localized queries even if you don’t have a physical presence in a country
• 27:30 TravelPerk’s approach to ranking content in languages other than English

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