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Ecommerce SEO Vs B2B SEO – Content Differences In Strategy And Optimization

A strategy poster.

Commerce websites can be categorized into two main types: business-to-business (B2B), and business-to-consumer (B2C).

 eCommerce SEO vs. B2B SEO

The main difference between B2C and B2B SEO is the target audience. B2C SEO focuses on optimizing websites for consumers, while B2B SEO focuses on optimizing websites for other businesses. Additionally, B2B SEO typically requires a deeper understanding of the target audience and more analysis of competitor websites and market trends. Finally, B2B SEO is more focused on lead generation, while B2C SEO is more focused on increasing conversion rates. 


Amazon, Flipkart, and eBay are eCommerce sites. These are online stores that sell a wide variety of products. Anybody and everybody can sell their products on it after providing eligibility evidence. 

Have you ever wondered why these sites appear on top when you enter any query? Well, the credit goes to SEO. The strong SEO strategy and careful observation of the tiny aspects have taken these websites to the top. 


If you want to build a site similar to those mentioned, contact Kinex Media for high-end eCommerce development


B2B is an acronym for Business to Business. Thus, a B2B website targets the business audience. For example, a raw material provider who supplies much-needed stuff to the manufacturers can be enlisted in the B2B category. 

Examples of B2B businesses – Microsoft Corporation, Slack, Cisco, FedEx

Have you got familiar with the eCommerce & B2B business? Now it's time to introduce you to the strategies that can help you take your business to the top of the SERP. 

Important Point To Note: 

The elements used to frame the strategies for both types of businesses are the same, but how these elements are focused differs in both cases.


eCommerce B2B 
Choose keywords with BUYING INTENT


People willing to buy something will search the commercial keywords. 

For example, You want to buy an umbrella. The search terms you would type in are: 

  • buy umbrella
  • buy umbrella online
  • buy yellow umbrella
  • Best place to buy an umbrella 
Choose keywords with both INFORMATIONAL & BUYING intent. 


Imagine you provide legal assistance to businesses; the viable seed and long tail keywords your targeted audience will be searching are as follow: 

Buying Intent Specific

  • Personal Injury Law
  • Injury Law
  • Disability Law Firm

Informational Intent

  • What is Personal Injury Law
  • What is LTD(Long Term Disability)
  • CPP Disability Benefits Claims

When researching keywords for an eCommerce website, your predominant focus is to filter out the keywords with the buying intent. But, it would be best if you filtered both buying purpose & informational intent fulfilling keywords when working on a B2B business.


eCommerce websites require you to have a seamless site architecture. You must ensure that product pages are fewer clicks away from the homepage. The main reason behind this can be illustrated with this example: 

Less Link Authority

Homepage_______________________________________________Product/Services Pages                               

More Link Authority 

Homepage_________________Product/Services Pages

Search consoles usually don't highlight issues concerning site architecture for B2B websites as the number of services or product pages is considerably less. They can be managed easily. Besides, each one of the pages is at a distance from the homepage.


Different forms of content are written for eCommerce & B2B websites. eCommerce websites usually require catchy but short & sweet product descriptions. Blogs can help guide the targeted audience about the steps entailed in using a product or its benefits or potential risks. But when you ask me what kind of content is needed to drive meaningful organic traffic to an eCommerce store, I would say: 

You are now coming to the B2B businesses. Here you have great chances to fetch the audience making search queries with buying or informational intent. Thus, your content creation strategy must be up-to-the-mark. Unlike the eCommerce website's product descriptions, the product or service pages need comprehensive information. Besides, the blog creation strategy or calendar needs to be excellent. Depending on your industry, you'll probably need to work with experts. For example, if you sell luxury apartments, working with a real estate SEO company will be your best bet.

Product Descriptions 

The main element which makes Google rank you is – Having a good technical SEO


Duplicate or Thin Content Issues

The way SEO executives deal with duplicate and thin content issues is the same in the case of both the websites – B2B and eCommerce. In both cases, the content writer must enhance the quality of the content to ensure the published content is easy to read and understandable for the users. 

The other method to deal with content issues is using no-index or canonical tags. It tells Google not to index the given link as it is not meant for search engine impressing purposes. It is mainly for the users. Using the canonical tags helps Google know that the page it is on is not the master version. 

Did You Know?

Suppose you are using the Shopify platform to build an eCommerce website. In that case, canonical tags can be auto-generated and added independently. 

On-Page SEO 

Both eCommerce and B2B websites work on similar on-page elements: 

  • Regular updation of the website's sitemap.xml
  • Optimization of the meta titles and descriptions
  • Possible social media linking on the website 
  • Adding alt text in the images 
  • Choosing suitable URLs

Tip For Writing Catchy Meta Descriptions

Use modifiers like “n% off/discount,” “Buy n get n free,” etc. 


B2B SEO is a form of SEO that focuses on optimizing websites for search engines to generate leads and sales from other businesses. It involves optimizing the website content, ensuring it is accessible to search engine spiders, and considering other SEO best practices. B2B SEO also requires a deep understanding of the target audience and their needs to create content and campaigns that will get the attention of potential buyers.

SEO techniques used for eCommerce and B2B sites have similarities and differences. It is essential to recognize the methods that will work best for each type of website, as relying on the same techniques for both kinds is not recommended.

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