Search Engine Optimization (SEO) is no easy task - and it is even more so challenging for IT and tech companies.

Why so?

This is because the majority of the decision-makers in the tech industry do not normally search and consume content like their counterparts in other segments do. Your competitors in the IT companies sector are also investing heavily in digital marketing. Likewise, your ideal buyers are tech-savvy, and in a heavily saturated sector, they can easily find plenty of options.

Although the target audience of IT companies consists of professionals looking for technical content, you need to keep the messaging interesting for laypeople as well. SEO content for tech companies requires discussing highly technical and complex concepts in simple language.

According to Gartner, 80% of B2B buyer journeys will occur in digital channels by 2025. What's more, the COVID-19 pandemic has forced 96% of B2B sales teams to shift to remote selling, making digital marketing more crucial but tougher.

In HubSpot's State of Marketing Report 2021, around 64% of marketers across all industries (including the tech sector) believe that improving SEO and organic traffic has the biggest impact on lead generation.

All of these statistics point to one thing - SEO is vital to success. If your ideal buyers and potential leads cannot find you online, your tech products or services won't be part of their buying options. If tech companies' SEO is done right, it can guarantee long-term results.

Unfortunately, many tech companies and organizations are clueless about how and where to start their SEO journey.

Main Features of SEO for Tech Companies

Optimizing your webpage or website for search engines starts with understanding essential SEO concepts. By knowing the main features of SEO, tech companies develop a concrete strategy that will yield positive results.

So, what are the crucial features of SEO for IT companies?

1.   Audience and industry research

Knowing your target audience is the foremost consideration when developing SEO for software & tech companies. You need to define your primary industry and the specific segment. For example, your business may be in the software segment specializing in healthcare mobile apps. By being very specific, you can do thorough market research. This can help you understand the needs of your audience better, adapt to their peculiarities, and create insightful buyer personas.

Next, you need to know the top competitors in your segment. Learn about their SEO strategy and how they execute their game plan. Learn about their backlink profile and create a strategy for how you can compete by obtaining backlinks for software companies and tech companies. 

Detailed research about your audience and market proves useful in various SEO campaigns that you will take later. It can also help you define your digital marketing objectives such as improve sales conversion, increase lead generation, gain more organic traffic to your website, or boost reputation and branding.

2.   Keyword research and optimization

The cornerstone of your SEO strategy, keyword research, and optimization aim to get your web page to the first page of search engines.

Based on your buyer personas, you can begin looking for high-value keywords that will rank your website. The most ideal keywords in tech SEO are those that are those with low competition, high search volume, high relevance, and meet your business goals.

When it comes to keyword research, you need to understand the user intent behind keywords. So, aside from the main keywords, you should also integrate variations that are relevant to the intent of the query.

You can use reputable keyword research tools such as Google Trends, Moz, SEMrush, and BuzzSumo. Pick keywords that meet your audience's needs and business goals. All your content should revolve around these keywords.

3.   Optimized content

Optimized content is a vital feature of SEO for tech companies. It increases rankings by acquiring links and boosting traffic to a webpage. Content is not just for the sake of creating posts for your website. Every post should be carefully planned so that it helps answer the problems of users or meet your business goals. If not properly implemented, content can only become a nuisance of a website.

Create content that is non-spammy, authoritative, and relevant. As a tech company, expect that your posts will delve into highly technical concepts. Always try to simplify things to make them interesting to both IT professionals and laypeople.

Great SEO content resonates well with your readers, leaves a positive impact on people, and goes viral (hopefully). But most importantly, it needs to achieve the desired action, whether to click a link, subscribe to a newsletter, check your website, etc.

4.   Reputation and authority

Building a massive reputation is vital in ranking well in search engines. This is why authority websites such as TechCrunch, Mashable, Techradar, and Tech Insider consistently land the first page.

The same is true in your niche. You need to build a reputation to stay competitive. Most likely, your competitors have already built a solid online reputation.

Building a massive reputation requires quality and consistency in your content. Focus on addressing the needs of your target audience. Provide well-researched, fresh, and insightful content that stands out.

5.   User experience

Lastly, you should ensure the technical SEO of your website. Alongside creating quality content and satisfying your audience, you should provide them with a good user experience.  Always monitor vital SEO metrics such as dwell time and bounce rate. If these numbers are dismal, it's time to check on your website's user-friendliness.

The goal is for visitors to stay and interact with elements on your page. The longer they use and engage with your website, the higher the chances of turning them into actual customers. This can be achieved if the website is interactive, mobile-optimized, and fast.

Finally, your SEO campaign should be continuously monitored and analyzed. Accurate reporting is crucial in ensuring a successful SEO strategy for your tech company, especially in a rapidly changing digital marketing landscape.