eCommerce vs B2B – SEO Strategy & Pricing Plan
While there’s similarities in most SEO campaigns in regards to the process you follow, there’s nuances in execution.
This is especially prevalent when looking at executing SEO campaigns in different verticals.
In particular, B2B vs eCommerce SEO campaigns.
In this article, I’ll be discussing the differences in B2B vs Ecommerce SEO campaigns and where to allocate your working hours (keyword research, content generation, etc).
I’ll be doing this through the scope of two proposals that I sent on behalf of my agency to give you guys a live look at how we get things done.
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The SEO campaign planning template
This is the pricing campaign breakdown which you can get access to in The Blueprint Training sales module. This is what we use to price out every SEO proposal that we send out and it gets tremendously good responses from the people that we send it to.
It clearly lays out our hours and how we’re going to spend those hours every month. This automatically handles the objection of “What are you doing for this month?” because the answer to that is already laid out in this template.
This is the B2B template.
This is the e-commerce template.
The main difference between e-commerce and B2B SEO is where you would be allocating your hours in regards to focussing on bottom funnel vs top funnel keywords and pages.
- Bottom funnel pages – product pages, service pages, or anything used as a landing page/sales page to generate revenue.
- Mid-top funnel pages – resource pages, blog content, etc.
For a B2B campaign, you’re going to have a lot less bottom funnel pages, but we encourage that you really focus on these bottom funnel pages first because that’s what will generate more revenue for your client.
For e-commerce, focussing on bottom funnel pages would mean focussing on product pages and/or category pages.
Let’s take a deeper look at the B2B template
You can see on the left here the buckets that are broken down.
As you can see, in the first two months, we put most of our time and focus into technical SEO and keyword research.
For B2B companies, they are usually WordPress websites so we don’t do too much technical SEO. We normally just do a website quality audit and that is usually more than enough.
We use the website quality audit to determine the pages that we need to work on. From there we do the keyword research.
As you can see, I like to write little notes for the client to know exactly what we will be working on.
For this proposal, it says that we will be doing “Keyword research for existing pages.” It also says here that we will be putting in 15 hours of keyword research for their existing bottom funnel pages.
If the client was a software company, the bottom funnel pages would be a feature page or a benefits page.
Then in month 2, we put in more hours for keyword research. To break it down more, I usually allocate anywhere from 30-60 minutes per page.
However, if you’re building a new landing page for a client, that will take more time.
Then in month 3, you can see that we put 20 hours into “keyword gap analysis.”
We use keyword gap analysis to find new keywords to generate content topics for that website.
To do that, we use a tool that we built (also in The Blueprint Training) that allows us to put in 5-10 competitors to pull back the keyword rankings on their website. This allows us to see the keywords used by our clients competition.
We’ll then take those keywords and generate content topics off of that.
As you can see here in month 3, we start their content strategy and we’ll also generate 10 topics with that.
After that, we put 6 hours per month for content management. We’re aggressive with content marketing because that’s where the growth comes from, so we try to get our clients to publish 4-5 new pages every month.
And as you can see, for every 3 months we put in more hours to do a content strategy refresh.
Now, let’s look at e-commerce SEO pricing
There’s always going to be more technical SEO for an e-commerce website. The bigger the website, the more hours you need to put in.
As a baseline, we put in 40 hours for an e-commerce website that has 100-1000 pages. For anything more, we go to enterprise pricing.
As you can see for keyword research, we’re doing 15 hours per month.
Remember that this is a template so you would have to adjust this based on the amount of pages that the client has.
As you can see, we spend 15 hours on keyword research for each and every month because e-commerce companies have so many bottom funnel pages.
In addition, we put in 10 hours a month for on-page optimizations to make those changes and improvements.
In month 6, we begin content marketing. Although I always encourage content marketing, we don’t put in as much hours for content marketing after month 6 because it’s much easier to write for an e-commerce company than it is for a B2B company.
If the client has the budget, you can suggest to push the content hours up.
It’s also important to note that we only sign year long contracts (and we suggest that you do the same).
As you grow, I suggest that you hire someone to handle each and every one of the buckets here on the left.
Additionally, a lot of people believe in value-based pricing but I believe you should also price based on hours as well. For more information on that, you can read our guide on agency pricing strategies.
Wrapping it up
These templates are in The Blueprint Training so be sure to grab them there.
If you have any other questions, you can drop a comment below and I’d be more than happy to answer it.
See you guys in the next article.
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