Entity-Based Optimization: A B2B Online Sales Training Provider Case Study

Entity-Based Optimization has been a hot topic in 2024, and I firmly believe it is becoming the de facto SEO strategy for many professionals. It represents a shift towards more advanced, context-driven techniques that align with how search engines now process information.

At Orchid Box, we specialise in B2B marketing and I’ve noticed a lack of comprehensive blueprints on how to implement Entity-Based Optimization effectively. To fill this gap, I’ve created a fictional case study for a hypothetical company, SalesEdge Academy, to illustrate the process step-by-step.

SalesEdge Academy is a fictional online training provider that offers corporate sales training programs, their goal is to attract B2B clients by leveraging Entity-Based Optimization to improve their SEO.

This case study outlines how a B2B business like SalesEdge Academy can strategically optimize its site by focusing on entities, building semantic relationships, and using structured data to boost rankings and attract qualified leads.

Step-by-Step SEO Optimization Blueprint for B2B Success

1. Identify Entities:

Entities related to SalesEdge Academy might include:

Primary Entity: SalesEdge Academy (the business itself)

Associated Entities:

• Topics: Sales techniques, negotiation skills, pipeline management
• Formats: Online courses, webinars, workshops
• Industries: Technology, retail, financial services
• Tools: CRM systems (e.g., Salesforce, HubSpot)
• Influencers: Famous sales trainers, motivational speakers (e.g., Zig Ziglar, Brian Tracy)
• Locations: Target regions like "North America," "Europe," or specific cities.
• Accreditations: Certifications like "Certified Sales Professional" (CSP).

2. Optimize Content Using Entities:

Website Content:

• Create detailed service pages for each type of training, such as "Negotiation Skills Training" or "CRM Mastery for Sales Teams".
• Use schema markup (Course) to tag course names, descriptions, duration, and target audience.

Case Studies:

• Publish case studies featuring specific companies (entities) that benefited from the training, linking to their websites when possible.

Blog Posts:

• Write about trending topics, e.g., "How SalesEdge Academy Helps Teams Master Salesforce in 6 Weeks".
• Mention tools and concepts (e.g., "BANT framework," "SPIN selling") and link to authoritative sources explaining them. This can make you sound like an expert !

3. Incorporate Schema Markup:

Use structured data to help search engines understand the site’s content:

• Organization Schema: Include details like awards, headquarters, and accreditations.
• Event Schema: For live training webinars or workshops.
• Course Schema: For each training program offered.
• FAQ Schema: For common questions like "How does the training integrate with Salesforce?" or "What are the costs for enterprise teams?".

4. Build Relationships Between Entities:

• Internal Linking: Link from a blog post on "Sales Funnel Management" to the Pipeline Management Course page.
• External Linking: Reference tools like Salesforce or HubSpot and link to their official documentation when discussing CRM integration.
• Partnerships: Collaborate with industry bodies (e.g., the Association of Professional Sales) and link to them in content.

5. Leverage Semantic Search:

Voice Search Optimization:

Craft content to answer natural language queries, like:

"What is the best online sales training for tech companies?"

"How to improve pipeline management skills for sales teams?"

Add an FAQ section tailored to B2B decision-makers (e.g., training ROI, industry-specific customizations).

6. Create Entity-Rich Content:

• Interactive Content: Develop a quiz: "What Sales Training Program Fits Your Team?"
• Comparison Posts: Compare popular sales methodologies: "BANT vs. SPIN Selling: Which Framework Suits Your Team?"
• Whitepapers: Publish downloadable guides, e.g., "2024 Sales Trends and Tools for B2B Companies."

7. Track Entity-Based Metrics:

• Knowledge Graph Presence: Claim and optimize a Google Knowledge Panel for SalesEdge Academy.
• Engagement Metrics: Track click-through rates for pages ranking in featured snippets, like "Top Online Sales Training for B2B Companies."
• Rich Snippet Data: Analyze performance of structured data (e.g., course details or event registrations).

Example Implementation - a Blog Post:

Title: How SalesEdge Academy Integrates Sales Training with CRM Tools Like Salesforce

Content Highlights:

• Explains the benefits of integrating CRM systems into sales training.
• Mentions entities like Salesforce, HubSpot, pipeline management, and sales forecasting.

Links to:

• Salesforce’s official integration guide.
• SalesEdge’s CRM Training for Sales Teams course.

Schema Markup:

• Adds structured data identifying SalesEdge Academy as the provider and Salesforce as a related entity.

Outcome:

By adopting entity-based optimization, SalesEdge Academy:

• Improves rankings for high-intent searches like "best B2B sales training programs", "sales training with Salesforce integration," or "online sales negotiation workshops."
• Gains visibility in Google Knowledge Graph and featured snippets.
• Attracts more qualified leads by aligning content with user intent and decision-makers' needs.

Wrapping Up:

Entity-Based Optimization isn’t just a buzzword—it’s a powerful methodology that’s redefining SEO. For B2B businesses, where search intent and decision-making processes are more nuanced, this approach is particularly impactful.

If you’re a B2B marketer or SEO professional looking to stay ahead of the curve, embracing entity-based strategies can help you create smarter content, attract the right audience, and boost your ROI.

Let me know your thoughts! Have you tried implementing Entity-Based Optimization in your projects? I’d love to hear your experiences or answer any questions you have. Let’s keep the conversation going!