Improving website's content for lead generation and customer engagement

Nowadays, B2B buyers prefer to spend two thirds of buying journey on web searching for technological suppliers and products before purchasing. The change in B2B buyer searching behaviors requires new marketing approaches. Thus, search engine optimization is one of the most popular digital marketing tools, which improves a website’s performance so that it can appear at the top of organic search results and can easily be found by target buyers. The purpose of the thesis is to use SEO to develop a website’s content for more lead attractions and better customer care. The author studied the B2B buying process to understand about B2B buyers’ concerns in making purchase decisions. The theory of SEO marketing implies how to apply SEO into a B2B website’s content development plan. The empirical research and the development plan are confidential and only available for the case company. The website is the main marketing channel for the case company for lead generation and customer engagement. In B2B environment, the satisfied customer is the key refferals to earn more leads. The website should be continually upgraded to an interesting information hub for leads and customers