B2B SEO Services: Are They Worth Your Investment in 2024?

More than 80% of marketing professionals say that Search Engine Optimization (SEO) positively impacted their campaigns. However, an SEO strategy is tricky to figure out – experience is needed to execute it well.

This complexity level is why many businesses tap into the services of an SEO agency or an SEO company. Outsourcing your SEO strategy is more efficient regarding resources and costs, as you’ll discover in this in-depth guide.

What is SEO, and What Does It Mean for B2B?

SEO is optimizing your website to rank higher in major search engines like Google. When you rank at the first search engine results pages (SERPs), you can increase organic traffic brand awareness and boost your online visibility.

Doing SEO for your website is not a one-time thing, though. According to Statista, recent shifts in machine learning, third-party cookies, and Google updates could change the SEO landscape. To rank higher or maintain your position on the first page of search engines, you need to continuously optimize your website.

The same thing goes for B2B SEO websites. If you don’t want to miss out on potential engagements and conversions, you must develop your SEO strategy all year.

Whether relying on an in-house marketing team or collaborating with a B2B SEO agency, monitoring and optimizing your website is the way to go.

B2B audience and the importance of precise targeting

Knowing your target audience is just the tip of the iceberg. When doing digital marketing, specifically for B2B, you have to segment your customers to cater to their more specific needs.

You can do this through precision targeting – a modern, data-driven marketing strategy that helps reach relevant people and organizations. Precision targeting provides you with valuable data sets about your audience, including the following:

  • Demographics
  • Behavioral patterns
  • Business pain points
  • Organization hierarchy

Typically, B2B audiences turn to Google to find the products or services that best fit their current needs. So, tailoring your messaging and content to specific audience segments could help you land highly qualified leads.

How does B2B SEO differ from B2C SEO?

What sets B2B SEO and B2C SEO apart is their target audience. A B2B campaign aims to cater products to other companies or organizations, while a B2C strategy focuses on individual customers.

When doing search engine marketing or other digital marketing services, there are specific differentiating factors between B2B and B2C. These include the following:

  • Audience demographics and pain points
  • Keyword research
  • Content marketing
  • Lead generation

Getting sales-qualified leads for both B2B and B2C takes different forms. Researching these varying SEO strategies in-house or outsourcing them to an expert SEO company is highly recommended for the best campaign results.

Our Tips for Choosing the Best B2B SEO Agency

Focusing on product development while doing your brand of SEO is a difficult thing to do. SEO covers only one aspect of your marketing strategy, which means you have many other tasks to complete.

It’s more efficient to outsource your SEO campaign to a reliable SEO agency, although you must be stringent in choosing who you partner with. Search engine optimization is not a short-term project.

To drive sustainable growth and visibility, you must establish a long-term collaboration with SEO agencies or your trusted SEO company.

Tapping into the professional services of SEO agencies requires a thorough check of this list of criteria:

  • Experience: How many businesses have they successfully helped in the past?
  • Skills: Are they adept in link-building techniques, inbound marketing, technical SEO practices, and content creation?
  • Technical proficiency: What SEO tools do they use for research and measurement?
  • Ethical adherence: Do they engage in full white-hat and ethical SEO tactics?
  • Support capability:  Do they have a client support team readily available 24/7?

Don’t put your trust in one SEO agency right away. There are SEO agencies like Fortis Media that encourage B2B clients to schedule an initial consulting call. This will help you determine which SEO company best fits your current needs.

Essential Elements of B2B SEO

B2B SEO is more than just content; there are a whole lot of other elements that could boost your Google rankings.

Keyword research and strategy

Once you have navigated through the demographics of your customer base, the next step is to research what keywords you’ll use for your content strategy.

Researching keywords will show you what your customers are searching for, giving you a data-driven insight into your audience’s interests and needs.

If you’re in the process of researching valuable keywords, here are several tips that could help you:

  • Aim for long-tail keywords that are more specific and aligned to your brand
  • Identify keywords that are ranking for your competitors
  • Utilize free or paid SEO tools for researching keywords

Your B2B SEO campaign is better positioned for success when you have the right keywords.

On-page optimization tactics

How do you make your beautifully written content visible on the first page of Google? You do that by enhancing on-page SEO elements, including:

  • Heading and subheadings (H1, H2, H3, H4)
  • Meta tags (meta titles and meta descriptions)
  • Images and their alt tags
  • Internal and external links
  • URLs
  • Schema markup

There’s also the argument on how much you should dive into a keyword-rich content strategy.

Google has already given more weight to informative content rather than keyword-stuffed ones. It’s now recommended to focus on crafting unique content, especially one that addresses the pain points of your customer base.

Optimizing the on-page elements could increase the visibility of your landing pages, product pages, and blog sections.

To make sure that you have everything covered, you could always consult the expertise of a B2B SEO agency.

Off-page SEO and strategic link-building

You need more than fine-tuning your website to increase brand awareness among your niche audience. You must get your name out there in multiple channels and means. This is where your off-page SEO strategy becomes essential.

These off-page elements of your SEO campaign can help bring in more traffic and engagement:

  • Link building
  • Social media marketing
  • Online reviews and feedback
  • Influencer marketing
  • Brand partnerships and collaborations
  • Professional networking

The prerequisite to all these is establishing a trusted brand – after this, positive reviews, linkage opportunities, and brand partnerships will flow.

You should also consider connecting with a B2B SEO agency, as they can expand your digital footprint on different platforms.

Navigating the technical terrain with tech SEO

At one point in your browsing experience, you’ve been annoyed by websites with slow loading speeds and spammy ads. These are examples of technical SEO or web development elements that have been ignored or overlooked.

Don’t make that same mistake. For users to stay longer on your website, optimize these SEO elements:

  • Page loading speed
  • Mobile responsiveness
  • Web development and navigation
  • XML Sitemap
  • Schema markup
  • Canonical tags
  • Hreflang tags

If you’re unsure where to start, you can always think of how to make your website easier to access and navigate. You can also request technical SEO audits, one of the SEO consulting services usually offered by a B2B SEO agency.

Benefits of SEO for B2B Businesses: Is It Worth the Investment?

Do you want to create content that will organically drive more traffic to your B2B business? The answer lies in SEO.

Enhanced online visibility and organic traffic

Search engine optimization should be the ultimate driver for your website’s organic traffic. Recent data shows that 53% of website traffic comes from organic search.

When done correctly, your pages could rank first in search engine results. That should be your goal, as the first Google desktop search typically gets an excellent click-through rate of 32%.

When you rank high in Google, you’re not only potentially converting online sales, but you’re also increasing your brand’s authority.

Your B2B customers — potential or existing — will remember the name of your business and will rely on you for future solutions.

Lead generation and conversions

The ultimate goal of your B2B business is to convert leads into actual customers. To do this, you need quality leads that are specifically aligned and relevant to your products and services.

One of the best values of SEO is that it offers quality leads, especially if you have optimized your meta tags and keywords.

When it comes to lead generation and conversions, here are several benefits that SEO services can do for you:

  • Targeted traffic for more quality leads
  • Local and international SEO for more accurate reach
  • Analytics tools to measure your lead gen performance

SEO can help bring your business sustainable, long-term growth, starting with lead generation.

Building brand authority

Building brand authority is not just about launching a great product or service. It could also refer to becoming a reliable source of solutions, even for potential customers who haven’t converted yet.

You can do this by rolling out an educational and relevant content marketing strategy that you can optimize through SEO. Instructional guides, how-to articles, and whitepapers can boost your brand authority and expand your reach into other niche audiences.

Even if you don’t immediately convert your viewers into paying customers, you still get to build a loyal customer base, which is one of the main goals of search marketing.

Measurable impact on ROI

Unlike traditional marketing tactics where it’s difficult to accurately measure results, a digital marketing strategy like SEO comes with analytics tools that you can use.

Whether you partner with a B2B SEO agency or do the work by yourself, there are SEO tools that will make your life easier.

Depending on the metrics that you want to measure, these SEO analytics and marketing automation tools can help you:

  • Google Search Console
  • Google Analytics
  • Semrush
  • Moz
  • Semrush
  • Ahrefs
  • Woorank

Constantly monitoring your SEO performance gives you information about your ROI (ROI). This makes for a more efficient digital and content marketing effort, particularly if you can optimize low-performing campaigns immediately.

DIY SEO for B2B: Can You Create Your Strategy?

Is it possible to create your own B2B SEO strategy? Of course, it is possible.

However, do you have the expertise and resources to implement a DIY SEO digital strategy? That’s the question that you need to answer.

If you want to do your own search engine optimization, here are the crucial factors that you should consider:

  • Do you have an SEO expert who can build and train a team?
  • How much bandwidth can your B2B SEO team accommodate to meet the needs of your growing business?
  • Do you have access to SEO tools and technology?

Since SEO is just a part of the entire marketing playbook, more businesses are outsourcing this work to B2B SEO agencies. B2B and SaaS companies are using this strategy to focus on product development and other marketing avenues.

Building a long-term partnership with SEO agencies or an SEO company is more efficient; you’re driving organic search traffic while creating a product that resonates with your customer base.

Common Challenges in B2B SEO and How to Avoid Them

Regarding SEO digital marketing, it’s essential to cover all bases. Otherwise, you’ll be encountering hurdles in these areas:

  • Repurposing existing content
  • Investing in paid advertising strategies (paid search, paid media, and PPC advertising)
  • Acquiring more qualified leads
  • Getting a higher ROI from social media marketing
  • Building quality links from authoritative websites

You can avoid these hurdles if you have an in-house team of B2B SEO experts. But if you don’t have a team and you’re just starting on this journey, it’s best to bring in an SEO consulting expert or outsource to an SEO agency.

Usually, you’ll get the whole package when you connect with B2B SEO agencies like Fortis Media. We are marketing experts who will do your content optimization, content marketing PPC advertising strategy, social media marketing, and other crucial SEO services.

A B2B SEO agency can help mitigate your digital marketing concerns, so don’t hesitate to book trials or consulting calls with them.

Future Trends in B2B SEO: Our Predictions for Search Engines

Search engine algorithms are not the only evolving aspect of SEO. The equation should also consider technology and customers’ means of getting information.

Take a look at these upcoming trends and changes in search engine capabilities:

  • AI-assisted algorithms
  • Voice search
  • Visual content optimization
  • Geotargeting
  • Mobile-first indexing
  • Semantic keywords
  • Featured snippets

Get ahead of the game by vigilantly monitoring updates from Google and trusted news sites like Search Engine Journal and Search Engine Land. A B2B SEO agency or SEO company could also help you here, as they typically have the inside scoop on upcoming updates.

B2B SEO Services: Key Takeaways

Getting through the SEO tunnel is a long and winding journey. Continuously optimizing and monitoring your campaign could be tricky, as you also have other business matters to attend to.

This is where a B2B SEO agency can help. You have SEO agencies like Fortis Media that offer complete SEO services, so you don’t have to worry about a single thing.

Establishing a productive, long-term collaboration with a B2B SEO agency should help you reach your goals more efficiently.

FAQs About B2B SEO

Does SEO matter for B2B?

SEO covers essential B2B marketing avenues such as content marketing, social media marketing, and paid advertising. With SEO, you can create engaging content strategies for your niche audience. You can connect with a B2B SEO agency to fully understand how SEO can boost your business.

How do I create a B2B SEO strategy?

Creating a B2B SEO strategy covers core elements like keyword research, content strategy, social media marketing, paid search, and technical SEO. Connecting with a trusted B2B SEO agency can help you plot a plan that could drive long-term, sustainable growth.

How much does business SEO cost?

A full-blown business SEO strategy could cost you between $2,000 to $5,000 per month, depending on the size of your business. SEO is typically a long-term project, so doing a thorough background check on the B2B SEO agency you’re partnering with is recommended.


Elevate Sales: Master E-commerce SEO Audits

More and more websites are turning to e-commerce SEO audits as game-changing tools. Here’s a quick snapshot of why it works: lower marketing costs lead to higher ROI (Return on Investment). If you have an e-commerce website, why wouldn’t you want that?

An online store only has one ultimate goal in sight, and that is to earn revenue by selling its products and services. For that to happen, an e-commerce website must improve its visibility on viable platforms such as search engines. In that instance, SEO becomes a priority for a particular page and the website’s technical and content infrastructure.

If you’re managing an online store, you’d be amazed at how an e-commerce SEO audit can give you a blueprint for success. Know more about this game-changing tool below!

What is an E-commerce SEO Audit?

Just like how a person does health checkups of their body, you should also occasionally check in on the ‘health’ of your e-commerce website. With the ever-changing landscape of significant search engines like Google, plus the evolving trends in your niche market, your website needs a regular maintenance check.

That’s precisely what an e-commerce SEO audit can give you: an accurate picture of your website’s current status and a roadmap toward fixing present and potential issues. This evaluation will provide you with a detailed diagnosis of the critical aspects of your SEO campaign, including technical SEO, off-page SEO, and content optimization.

If you’re still hesitant about how crucial these SEO audits are for your e-commerce website’s sales and revenue, continue reading below.

Importance of Regular Ecommerce Website Audits

An e-commerce website differs from other websites in more ways than one. For instance, your page visitors aren’t there just to read information or browse through photos and videos. They will navigate through different product pages, add a thing or two to their cart, apply a discount code or coupon, or even check out their orders.

E-commerce websites are dynamic, ensuring the user’s next click is appropriately categorized and displayed. It is a complex architecture that could be managed efficiently, that is, if you conduct regular e-commerce SEO audits. Don’t wait for something to break down on your site — get ahead of the curve and do regular website audits so you do not miss out on potential conversions.

How to Perform an Ecommerce SEO Audit – Steps Checklist

When people hear of SEO optimization, content immediately comes to mind. It’s perfectly understandable, especially since content is what your users are searching and will see on your website. However, SEO is not just about content, especially for e-commerce websites.

Is your landing page taking longer than three seconds to load? Are there instances when users click on your product link, which just takes them to a 404 error page? These are just a couple of problems that may be seen in an e-commerce SEO audit, including technical SEO, off-page SEO, and content audit.

Don’t worry about researching what these crucial SEO elements are — we’ve got you covered! Read more below for a step-by-step checklist on how to perform an e-commerce SEO audit.

Step 1: Technical SEO Audit

Technical SEO Audit

XML Sitemaps 

How do you make a good introduction of yourself to other people? You can tell about your background, hobbies, interests, and even some interesting life adventure stories. The similar query may be posed about your website: how can you get it in front of search engines like Google?

This may be accomplished by using an XML sitemap, which instructs search engines on how to index your website and what pages to rank higher on. Sitemaps may be automatically updated, particularly if WordPress is the CMS (Content Management System) used on your website. Take a look at this list of sitemap samples, particularly the one that uses XML sitemap with Yoast.

With an optimized and up-to-date sitemap — something that a technical SEO audit can do for you — you can be sure that search engines can discover every vital page in your e-commerce website.

Robots.txt File

While the nature of an XML sitemap is to offer search engines the structure and connections of your pages, you could also use another feature that will help search engines crawl your site efficiently. This comes in the robots.txt file, which tells search engines what pages to exclude from crawling and indexing.

Creating a robots.txt file for your site is very straightforward; you can use a text editor to write it and add rules as to which pages you won’t allow search engines to crawl. You can check this guide by Google on how to write and submit a robots.txt file.

Make sure that your robots.txt file is an UTF-8 encoded text file and upload it to the root of your site. As there might be no specific tool for this, you can also ask your hosting provider how to upload the robots.txt file to your website.

Crawl Budget Management

Did you know that search engines can only crawl or index a particular number of your pages in a specific time period? This rule is called the crawl budget, a crucial factor in SEO, yet something that many site owners and marketers largely overlook.

Crawl budget management tells you one thing: a limit to how many pages a search engine can crawl on your site. A technical SEO audit can let you know which pages you have submitted for indexation so you can make sure that each page in your crawl budget is essential for potential visitors to see.

Response Codes

HTTP response status codes, or status codes, are crucial in knowing if certain pages on your site need troubleshooting. You might have encountered the 404 code, a standard response code for a broken link. Along with the 404 code, you could encounter other ones, such as these:

  • 204 – No Content
  • 301 – Moved Permanently
  • 307 – Temporary Redirect
  • 400 – Bad Request
  • 403 – Forbidden
  • 408 – Request Timeout
  • 504 – Gateway Timeout

In line with these examples, there are five categories of response codes, including:

  • Informational (100-199)
  • Successful (200-299)
  • Redirection (300-399)
  • Client error (400-499)
  • Server error (500-599)

It’s challenging to keep track of all these on your own, especially with all the other business tasks you have. The good thing is that a technical SEO audit can find out which response codes are present on your website and then give you a corresponding interpretation for your reference. This way, you’ll know which steps to take to troubleshoot those issues and errors.


Duplicate content could harm your website performance in more ways than one. Your visibility could take a hit, especially if the search engine shows the same content, not the original or master page. There’s also the fact that it might affect your link-building campaign, especially when other sites link to your duplicate content.

So, how can you easily avoid duplicate content? You can do that by implementing a canonical tag to the main version of a particular page. Canonical tags are straightforward, short HTML codes that tell search engines about the page you want users to see in search results. A canonical tag looks like this:

<link rel=”canonical” href=”“>

For example, you’re selling lemon juice online and the main page of that specific product is You should know that users can access that page through different URLs, especially if that product is under another category like special deals or sales events. To let search engine bots know which is the main page for this specific content, you should insert a canonical tag that looks like this:

<link rel=”canonical” href=”“>

Of course, you can still manually remove duplicate content, but using canonicals is the easiest way to avoid such errors.

Parameter Handling in Google Search Console

In SEO and web structure terms, a parameter is the portion of your page URL that follows a question mark. This particular URL version could look like this:

It could be used for paginating, searching, or even tracking affiliate sales if you have an affiliate or referral program on your e-commerce website. These parameters serve many uses for a website, but they could affect your SEO performance if handled incorrectly.

Parameters could result in duplicate content, eat up your crawl budget, or make your URLs annoyingly long. While Google Search Console‘s parameter tool became officially offline in 2022, a technical SEO audit could find parameter issues by running a crawler and reviewing crawled parameter-based URLs.

This parameter information is essential, especially if you’re saving up on your crawl budget. Of course, you can disallow all parameters with the implementation of robots.txt file, but it’s better to have a detailed report from an SEO audit to make sure that you’re maximizing your crawl budget.


If you have a long list of products on one page, you can split them up into multiple pages for easy viewing. This practice is called pagination, a numbering technique that lets your visitors browse through related content on different pages. There’s no harm in doing this, unless your pagination has issues that need troubleshooting.

Some of these pagination issues include duplicate content, inaccurate canonicals, and dilution of your search engine rankings. An audit could run a pagination check for you, checking the number of paginated pages crawled and looking at how accurate the canonical tags are.

Pagination is a great way to enhance UX (User Experience), particularly in readability, but ensure it does not affect your SEO performance.

Navigation and Crawl Depth

When building a website, especially a dynamic one like an e-commerce site, user experience should be at the top of your priority list. One of the best ways to improve user experience is through clear and intuitive navigational elements. When it comes to finding the right products and prices on your site, it should be smooth sailing for your visitors.

However, it’s not just about the users — you also have to make it easier for a search engine crawler to reach a specific page. You could optimize your crawl depth, which refers to the number of pages or clicks a search engine crawler should go through before reaching a particular page. Try to prioritize landing pages and other important ones, ensure that you have XML sitemaps implemented, and produce a more efficient internal linking structure.

Site Search

As much as users utilize search engines like Google for their queries, you should also give your visitors the ability to search for stuff inside your website quickly. Site search is a feature that should be present in any e-commerce website, especially when visitors are trying to find a particular product or service.

Also called on-site search, this comes in widgets you can strategically place in prominent areas of your website. However, these on-site search results pages could also eat up your crawl budget, so ensure the results are marked as no-index.


If you are making your products or services available in multiple countries, you need to optimize your international SEO campaign. You should know that significant search engines prioritize showing results based on the user’s location and chosen language, two elements you can optimize through international SEO.

With the help of internationalization, you can do these two essential things: make your content available in other countries and change your website language into the specific language used in your other markets. An e-commerce SEO audit will evaluate your international SEO campaign and check if you’re using the correct “Hreflang” tags, like the ones below:

<link rel=”alternate” href=”” hreflang=”en/>”

<link rel=”alternate” href=”” hreflang=”es/>”

Here, you can see that a hreflang tag is used to translate and English blog into the Spanish language. This is an SEO component that essentially communicates to search engines about the languages and regions you are targeting.

Page Speed

Page loading speed is one of the most important areas in an e-commerce SEO audit, and that’s for a good reason. Studies say that the standard page loading time should be between 0-4 seconds — anything beyond that could annoy your visitor and force them to end the session before it even starts.

So, how can you improve your page speed? Along with a technical audit that will give you a more detailed report, you can also use tools like Google PageSpeed Insights and GTmetrix to get insights to how you can push your site to an optimal page speed.

 Step 2: E-commerce Content Audit

 Step 2 E-commerce Content Audit

Meta Titles and Meta Descriptions

No matter how much effort and creativity you put in the body of your content, it won’t matter if you don’t have engaging meta titles and meta descriptions. Not only do these tell search engines what a page is all about, but they are also the first thing potential visitors see when you become visible in the search engine results.

Along with putting in a keyword or two, you also have to consider character limits for meta titles, meta descriptions, and SERP snippets. For your reference, here are the standard character limits for these content elements:

  • 70-155 characters for the meta description
  • 50-60 characters for the meta title

Duplicate Content

Duplicate content may not incur an automatic penalty, but your search engine results performance could take a hit. The worrying thing about this is your website might have multiple cases of duplicate content without you knowing it. Variations in URLs and scraped content could be two of the reasons why e-commerce sites exhibit this kind of content SEO error.

Fortunately, you can avoid duplicate content before it happens. Implementing canonical tags to your preferred URL is one solution, along with 301 redirects. Moreover, you can combat the same content by always aiming for uniquely written content. The task seems daunting for an e-commerce website with hundreds or thousands of product descriptions to write, but it’s worth the effort.

Broken Links

No doubt broken links have a direct impact on your SEO performance. For one, it will make navigating your website more difficult for search engine crawlers. They may not be able to index all your indexable pages, leading to a poorer performance in terms of your rankings.

An e-commerce SEO audit can scour through every broken link on your website. But if you want to do it DIY-style, there are many available tools online, such as the Google Search Console, Screaming Frog, Ahrefs’s Free Broken Link Checker, and Dead Link Checker.

Content Quality and Brand Compliance

When assessing the quality of your e-commerce website’s on-page content, two things come to mind: reliability and brand consistency. For an e-commerce site, your product descriptions should be accurate, especially the portion where you mention technical features and specifications. You don’t want your customers to have issues with your products, which could result in negative testimonials and brand untrustworthiness.

Then, brand consistency, which ties in with your image and uniqueness, is essential. You may share similar products with your competitors, but how can you stay ahead? You can write unique product descriptions and dive into helpful content like long-form guides, white papers, and case studies.

Keyword Targeting and Content Cannibalization

You have a trendy product on hand that won’t sell online if you don’t put in the right, relevant keywords. Keyword targeting is pivotal in ranking at the top of search engine results pages. You should know that ranking first in search engines will get you an average 28% of all clicks.

There are challenges to keyword targeting, including variability, competition, and relevance. There’s also the potential of pages within your site competing against each other, particularly when they rank for the same keyword. Keyword cannibalization could negatively affect your rankings, so make sure that you optimize unique keywords for each page.

Structured Data

There’s no harm in lending a helping hand to search engines. As much as possible, you want to provide search engines with detailed information about your pages so they can easily point to your website when a user searches for a relevant keyword. You can do this by implementing structured data, which essentially provides search engines with a standardized format containing details and context about a page.

For example, you can use structured data to describe a particular product in your online store. This list includes product name, description, price, availability, ratings, reviews, and image. By offering these details, you’re helping search engines and users see important information about your product from the get-go. For more details read here.

Step 3: E-commerce Off-page SEO Audit


Getting backlinks from other high-authority, relevant sites is equivalent to getting a vote of trust. If you bring this kind of backlinks, you’re heading in the right direction regarding your content quality, relevance, and trustworthiness.

On the other hand, you might have to do some SEO enhancements if you’re not getting relevant backlinks. Writing more helpful content is a good start, along with ensuring your technical and off-page elements are fully optimized. Take the time to craft unique and helpful content, and you’ll see that these backlinks will come in bunches.

Negative SEO

Backlinks are not entirely helpful, though. There are those that we call “toxic links”, which are harmful to your SEO performance. These toxic backlinks could come from spammy websites and low-quality links in forums or a blog’s comment section. So, how can you combat this type of backlinks?

If your request to remove a spammy gets ignored, using the Disavow Tool by Google could be your next move. It lets Google know that the link hurts your site, allowing you to invalidate the toxic backlink.

How Can Fortis Media Help with E-commerce SEO?

Conversions are not easy to come by, so investing in an e-commerce SEO audit will boost your online store’s search engine results performance. While you can always do a site checkup on your own, tapping into the expertise of Fortis Media could guarantee that all bases are covered.

We offer a detailed report about the current status of your technical SEO, organic traffic growth, user experience, and mobile friendliness. On top of that, we will pinpoint potential issues that may arise in the future, allowing you to prepare and optimize your website before those issues even happen.

Don’t miss out on potential sales and conversions — have Fortis Media conduct a thorough audit to get your e-commerce website fully optimized for business.


Conducting regular checkups of your site could be daunting if you do it yourself — a valid reason why major e-commerce websites invest in an e-commerce SEO audit nowadays. With your website’s optimized and updated SEO elements, you can focus on creating and designing innovative products for your customer base.





Horsepower for SEO: Winning Techniques from the Kentucky Derby 2023

Every year, in collaboration with our partners, Fortis Media develops an SEO strategy in preparation for Kentucky Derby. This year was no different and for the 149th edition our experts analyzed the market and prepared a plan to put in place 3 months before the Derby.

And the race was on. Until the exact 2 minutes that lasted the most important horse race of the year, our team was all eyes on the prize to achieve the best results possible for our client.

But what exactly is the Kentucky Derby?

If you are not familiarized with what the Kentucky Derby is exactly, let us explain. The Kentucky Derby, also known as the ‘Run of the Roses’ is an annual horse race that happens every first weekend of the month of May, in Louisville (Kentucky) for straight 149 editions.

The event is organized by Churchill Downs Inc., on the Churchill Downs racetrack. It is the first and the most important race of the Triple Crown of the sport, which includes also the Preakness in the middle of May and the Belmont Stakes in early June.

However, the race does not start only on the exact date that is scheduled. For horse racing trainers, owners, jockeys and all the Churchill Downs staff it starts before. A lot of preparation races, health checks on horses and track maintenance is part of the process that concludes with the most exciting 2 minutes of the year.

For us, here at Fortis Media, the process is no different. Our team of SEO experts starts way before the Derby, planning ahead, making sure we avoid all the hurdles and that we are ready for unexpected situations. So, did all this preparation achieved success in the 2023 edition? Let’s find out.

7 SEO Tips Inspired by the Kentucky Derby

Our team worked hard during the months prior to the Kentucky Derby, up to the two-minute race. This meant keeping up with the SEO metrics minute by minute and taking action immediately when any decline was signaled. That is why doing a comprehensive SEO audit of your website is so important.

The results showed that this SEO strategy was fruitful and today we share with you 7 reasons why the Derby campaign was successful. These tips can be applied to other niches and are also applicable for other businesses looking to push a specific scheduled event.

1. Keep your content fresh and up-to-date:

Content freshness is an important Google ranking factor that search engines use to rank websites. It refers to how often you update your content, how relevant it is to your audience, and how well it matches the search intent.

Creating a content calendar is essential if you want to keep your content fresh and up to date. This involves planning out your content in advance, especially if you have a specific deadline in mind, as the case of the Kentucky Derby shows.

Other content format we used to improve TwinSpires rankings was repurposing existing content. This is a great way to keep your digital content up to date while minimizing the amount of work required.

For example, we took old blog posts and turned them into infographics, which we then shared on social media, Discord and Reddit.

Finally, we focused on evergreen content. This is a type of content that is always relevant, no matter what time of the year it is.

It’s the perfect type of content that can stay fresh and up to date for a long time and the next Kentucky Derby, with minor updates, can be used again.

Creating evergreen content is an effective way to keep your content fresh without having to update it continually. Examples of evergreen content include guides, tutorials, and industry insights.

2. Take advantage of Google SERP features

As a business, you already know how important it is to rank high on Google search results. It gives you a boost in visibility and ultimately leads to increased traffic to your website. However, simply ranking on the SERP is no longer enough.

Nowadays, Google is adding more features to its search results that can bring increased traffic to your site. But, do you know how to fully take advantage of these Google SERP features?

By understanding different types of Google SERP features and how to find SERP feature opportunities, you can optimize your content for different types of Google searches and increase your chances of winning a Google SERP snippet.

Some examples of Google SERP features include an image carousel, video carousel, top stories, map pack, knowledge panel, People Also Ask, etc.

3. Add FAQ to your landing pages

If you know how important landing pages are to your site’s success, you’ll also know that including an FAQ (Frequently Asked Questions) section is an excellent way to improve your landing page’s effectiveness.

When your potential customers land on your website, they are looking for answers to their questions. Adding an FAQ to your landing pages not only provides them with the answers they seek but also demonstrates your company’s expertise, responsiveness, and customer focus.

An FAQ offers an excellent opportunity to clarify any doubts or concerns about your products or services, ultimately building trust and credibility.

The FAQ section helps you rank better in search results, as people search for exact questions on search engines quite often. 

A well-crafted FAQ can also improve your landing page’s conversions rate. Potential customers who have their questions answered and concerns addressed in advance feel more confident when making a purchase. By providing them with the information they need in a clear and concise manner, you can keep your visitors engaged and interested in your offer, ultimately resulting in higher conversion rates.

4. Update existing content, not just create new

Updating and repurposing some of your most successful content pieces extends its lifespan so you can achieve the best results over a longer period of time (especially if it’s evergreen content).

As we mentioned before, especially in the case of an event such as the Kentucky Derby, old pages can be updated year to year with up-to-date results, winners and records. You can also turn these old pages into videos or infographics, giving them a new life that can improve its shareability on social media.

Also, please make sure to remove from the front page of your website any outdated content that’s no longer relevant to your audience or that is inaccurate.

5. Add visual content to your articles and landing pages

It’s no secret that quality content is crucial to engage and retain your target audience. However, not all types of content are created equal. In addition to the written word, visual content can grab your readers’ attention and keep them engaged. Articles and landing pages with images, videos, or infographics tend to perform better than those without.

Images, videos, and infographics increase user engagement and help keep readers on the page longer. They also break up big blocks of text and make the content more visually appealing.

Quality visual content can differentiate your brand in a crowded digital space, and it’s worth investing time and resources to get it right.

6. Take advantage of internal linking

To achieve your SEO goals, one of the most important aspects you should consider is the internal linking of your website. Internal linking not only helps search engines index your website, but it also helps users navigate through your website and improves user experience.

Internal linking is still an important aspect of a whole SEO strategy. A good internal linking strategy ensures your website passes on great link equity, making it easier to promote and rank newer content.

Plus, search engines use internal linking to understand the structure of your website and decide which pages to index. They follow internal links to crawl your website and find new pages.

If any page isn’t linked to any other page on your website, search engines may not discover it. Therefore, link relevant pages to each other to improve the visibility of your pages in search results.

7. Request manual indexing for time-sensitive content

What is manual indexing? When you publish new content on your website, search engine bots will eventually find it and include it in search results. However, this can take anywhere from a few hours to several days, depending on how frequently the search engine crawls your website.

Manual indexing, on the other hand, is when you submit your website or specific pages to the search engine for immediate indexing. This is a useful tool for time-sensitive content such as news articles, event pages, sales pages, and product launches.

You can submit URLs directly to Google for indexing for time-sensitive content using the URL Inspection tool available in Google Search Console.

It still won’t guarantee instant indexing, and you’ll need some patience, but it’s another way to convince Google to index and rank your content faster.

SEO tips 7

How To Measure The Success Of The Kentucky Derby 2023 SEO Campaign?

Before getting into the specific numbers to evaluate the Derby’s SEO campaign it is important to refer what are the most important metrics for this matter.

Of course, we measure our partner (and their competitors) traffic before and during Derby Day.

Another metric to analyze is visibility, especially during Derby Day. This metric shows how visible the domain is among searchers for keywords in a specific keyword campaign.

Organic Traffic & Visibility

In what concerns organic traffic, we analyzed the performance of three major brands in horse racing, seeing how they performed from July 2022 through April 2023.

Organic Traffic Kentucky Derby 2023
Source: Ahrefs

From the data above, collected through Ahrefs, we can see that, and had similar behaviors in organic traffic.

This data demonstrates that, despite some spikes that are credited to their internal marketing strategies, all brands are commonly affected by the industry’s oscillations in popularity.

TwinSpires was able to overcome their competitors quite effectively towards the Kentucky Derby 2023 date.

Final Thoughts

These are some of the strategies that Fortis Media applied during the past months to make sure the Kentucky Derby 149th was even more successful for our partners than the past ones. SEO is a never-ending process of trying different methods and approaches to find out which ones work out and which ones don’t.

Therefore, we believe that not only did we help our partners to improve the numbers and increase conversions compared to previous editions, but we also learned valuable lessons for the future. Finding out which content creates more engagement and receiving feedback from your target audience is fundamental, as it showcases what you can do better for next year.

We are sure at Fortis Media that Kentucky Derby 150th will be one to remember, not only because of such an iconic celebratory number, but also because we will put all our efforts into making sure our partner gets the exposure it deserves.

Book a free SEO audit today and give your business also the spotlight that it is worthy of.


Why TikTok Should Be Included In Your Digital Marketing Strategy

TikTok calls itself thdestination for shortformobile videos.” The videos are often short, averaging 15 seconds, although the platform launched 10 min videos in Marc2022.

Despite only becoming mainstream everywhere in 2018, TikTok was created two years before, in 2016, by the Chinese company ByteDance. Although it was initially planned to be focused only on the Chinese audience, the founder of the company, Zhang Yiming acknowledged the need for international expansion.

According to him “China is home to only one-fifth of Internet users globally. If we don’t expand on a global scale, we are bound to lose to peers eyeing the four-fifths. So, going global is a must”.

In 2017, TikTok intelligently merged with another popular app,, which already allowed lip-syncing and had a rising fan base, especially amongst the younger audience, and consolidated into one app, adding the existing accounts to the platform.

About TikTok

TikTok has risen in popularity in the last years, especially throughout the pandemic and it has naturally been named the fastest-growing social media platform of all time. It is not difficult to understand why, as the numbers will show you.

The platform is used for entertaining content mostly – dancchallenges, and lipsynching, but also for educational subjects, where people discuss complex topics like investments, healthcare, etc.

As happens with all social media platforms, marketers soon discovered the ad reach potential of TikTok. In this article, we put together some data that shows why you should consider TikTok in your digital marketing strategies and which are the most popular formats to target audiences.

Before, let’s look at some curiosities about the app.

Interesting Facts​ About TikTok

1. TikTok started to skyrocket during the Covid19 outbreak and still is growing globally

In 2019, the time spent on TikTok was a mammoth​ 68 billion hours. However, in March 2020 and throughout the biggest part of that year and the year that followed, COVID-19 forced people to stay in confinement in their residences, isolated from family and friends. As many businesses struggled, TikTok soared.

Throughout March 2020,  the average U.S. visitor was using the TikTok app for 858 minutes (14 hours and 18 minutes)

And perhaps you might think the app was only used for infinite scrolling and to make silly comedy videos and dances, but it also had informational value.

According to Adam M. Ostrovsky and Joshua R. Chen, from the Pennsylvania State University, TikTok had a massive impact on spreading health advice regarding the COVID-19 pandemic. In fact, the researchers found that videos with the hashtags “covid-19,” “covid19,” and “coronavirus” have reached 4.4 billion, 33.3 billion, and 93.1 billion views, respectively.

Of these videos, 6.33% were produced by actual healthcare professionals, and 15.66% of videos communicated pragmatic health information. Only 0.66% were related to misleading or inaccurate medical advice.

It is estimated that by the end of 2022, the number of TikTok users worldwide will be 755 million people. Statista also predicts that by 2025 955.3 million people will be using TikTok.

TikTok recording

2. TikTok is expected to surpass Snapchat in 2023/2025 across Gen Z 

Being already the biggest age user base, Gen Z became even more into TikTok in 2020, due to schools and colleges being closed down. The Kantar “COVID-19 Barometer discovered that between March and April 2020, usage of TikTok was up 33% for Gen Z respondents and 27% for millennials.

Such rapid growth among Gen Z Tiktok is expected to surpass Snapchat, which is still the most popular social media platform across this segment, by 2025.

And it’s not only Gen Z, but also even younger audiences are now more and more on TikTok. In 2020kids aged between 415 spentan average of 75 minutes dailyglobally watchinTikTok videos.

In the US, this number is even higher —87 minutes. This means you can easily sharcontent with audiences younger than Gen Z.

Time kids spent on TikTok

3. TikTok pushed businesses and people to be more creative

According to the State of Mobile 2022 report from, “consumer spending on TikTok increased 77% in 2021. Overall, users spent $2.3 billion on the app, compared to $1.3 billion the year before.

Therefore, this platform can not be ignored by marketers, as it has enormous revenue potential. Though, with its very specific format and limited time span, TikTok is often misunderstood.

It forces businesses that wanted to market their products on their platform to come out of their comfort zones and condense information into a very minimalistic and straight-to-the-point concept.

The TikTok algorithm does favor quality content, so it will award businesses whose marketing ideas are engaging, likable, and relatable. Companies need to jump on trends before it’s too late but without trying to copy or take the spotlight of the actual content creators.

@cocacola #ad Sharing our magic through @jalaiahharmon dc!✨ #ShareTheMagic @yasminheroo @davidvooo ♬ Open – Khalid feat. Majid Jordan

4. TikTok influencers could be more costeffective to reach new people than the TikTok ads platform

Regards, Tik Tok influencer marketing, TikTok is the mostcosteffectivwayto spread awareness for businesses.

In 2021 the total number of views of sponsored videos was over 1.3 billion, with the average views per video being 508k.

There are TikTok creators that have up to100 million followersanearn around $5 million a year.

Currently, the most followed Tik Tok account is Khaby Lame. The Italian-Senegalese comedian became the most followed account in September 2022, with 149.1 million followers, surpassing Charli D’Amelio (with 145.3 mln). Right now, Khaby has an estimated net worth of $13 million USD.


How popular is TikTok?

  • 1 Billion Monthly Active Users Worldwide

There are 8 new customers are joining TikTok every second,​ with an average of 650,00 new users joining daily.​

  • 6th​ most popular social media network

Currently, TikTok sits at number 6th as the most popular social media network worldwide. Facebook sits at the top, followed by YouTube, Whatsapp, Instagram, and WeChat. TikTok has already surpassed Facebook Messenger in the number of monthly active users.

  • It took TikTok only years​ to reach 1 billion users 

It is no surprise the app is known to be the fastest-growing ever, as it achieved 1 billion users in just 3 years. The bookmark number was celebrated in September 2021. For comparison, it took Instagram 8 years to achieve the same number of users.

@tiktok✨ 1 billion✨ people on TikTok! Thank you to our global community ♬ original sound – TikTok

  • A user spends 52 minutes a day on average on TikTok

Not only that, but according to TheSocialShepherd, the average person opens TikTok 19 times per day.

TikTok Usability And Demographics

TikTok has been downloaded 3 billion times, with 383 million installs in the first half of 2020. The app was downloaded 693 million times in 2019 & 850 million times in 2020.

TikTok downloads

With 1 billion active userby the third quarter of 2021, TikTok became the fastest-growing app ever. Right now, out of 4.8 billion internet userworldwide, 20.83% use TikTok.

Plus, TikToks had a1157.76% increasein its global user base in 2 years (between Jan 2018 and July 2020).

TikTok Users

​Most TikTok users also use other social media platforms. In fact, only 0.1% of users are unique to the app and do not use other social media networks. 85% of TikTok users also use Facebook, while 84% use Instagram and 81% on Youtube.

This data underlines the importance of spreading the message on different social media platforms, in order to increase its reach.

Social Media Platform Audience Overlaps


Available in 154 countries, the highest usability of TikTok is in Asia. Right now, the app is available in 85% of countries around the globe.

While the app’s largest audience lives in the USA, Indonesia is surprisingly second, followed by Brazil and Russia.

Country Users TikTok

Concerning the age of TikTokers, 47% of the users​ have in the age group of 10 to 29 (2021).

There are more women than men in TikTok: 56% are female and 44% are male. In fact, 24% of TikToks global audience arwomen 182years, whilst males same age are at 18%.

Distribution of TikTok users worldwide

TikTok Users By Age

​What Is TikTok Marketing?

So, how to choose a social media marketing agency that includes TikTok in its agenda? And why you should do that?

TikTok started running Ads in early 2019 and since then brands like Nike and Apple Music have used the platform to promote their products with unique entertaining ads.

The launch in-app shopping feature of TikTok, added in 2021, became essential to brands looking to connect directly to customers.

TikTok Ads start at $10 CPM,$1 Cost-Per-Click and a $500 minimum monthly spend.

TikTok Revenue

How Do TikTok Ads CompartOther Platforms?

As we can see from the data below, TikTok has an average CPC that is less expensive than Instagram and Linkedin. It is also one of the cheapest mainstream social media networks regarding the average CPM, with half the price of Facebook and also behind Instagram, Linkedin and Twitter.

How Do TikTok Ads Compare to Other Platforms

The app also has a tremendous reach and therefore it can not be overlooked or frowned upon by marketers. Professionals in this area can reachroughly 12.2%of all the peopleon Earth using ads on TikTok today.

TikTok Ad reach ranking

Most popular industries

Based on a investigation the most popular sector for businesses across TikTok is beauty, following fashion.

TikTok Likes Small Businesses

Looking at TikTok content categories overall we can see that entertainment, dance, and pranks are taking the top positions. Therefore, it is common to see brands adapting to these formats or collaborating with influencers that are known for being popular in these categories.

Top 10 TikTok Content Categories

New Feature To Look Forward

Being fully aware of its potential, TikTok is launching a new tool for advertising. TikTok Pulse  is  a  new  contextual  advertising  solution  that  ensures brands’ ads are placed next to the top 4% of all videos on TikTok”

TikTok Pulse was launched in June 2022 for US advertisers. Creators and publishers with at least 100,000 followers on TikTok are eligible for the 50/50 split revenue share program.

The purpose is to attract more creators to the app and to ensure a more “brand-safe” environment.

TikTok Pulse

Final Thoughts

As an emerging platform that is captivating and easily accessible, TikTok should not be neglected by digital and content marketers. This social media network does bring some additional challenges to advertisers in order to get their message through, but since it cuts to the chase it is easier to get the message across to the customer.

According to TikTok itself, 63% of all successful ads with the highest click-through rate (CTR) highlight their key message or product within the first 3 seconds. Therefore, it is crucial to produce content that immediately catches the attention and puts the client’s product on center stage.

Plus, for marketers, it is important to know that the platform is aware of its ad potential and trying to find directions to facilitate, content creation, development, and targeting for marketers. We can see that through initiatives like TikTok Pulse, but also by the variety of options when it comes to ad creation.

The creative marketer can work with in-feed ads, brand takeover ads, and branded hashtag ads. With a plethora of options, there is no excuse to not enter the TikTok boom.