B2B marketers are often looking for alternative ways to get more organic traffic and conversion breakthroughs for business websites. The power page will help.

Power pages boost a website’s reputation and authority on Google and target the eyes of visitors, and they also enable efficient link generation. All of that results in brand visibility, trust, and — what we all expect from marketing efforts — leads and sales.

What is Power Page

Let’s say you’ve been running a SaaS business since 2017, selling a plagiarism analysis tool to educational organizations. In 2018, you published the latest guide to detecting duplicates in students ’works, and you regularly update it with new facts and statistics.

By 2022, the article has garnered thousands of clicks from organic search and social media, and hundreds of people have bookmarked it. It continues to generate natural backlinks and shares, showing great metrics of behavior.

That article is your power page.

The term was coined by Brian Dean, an SEO expert and author at Backlinko. Now, marketers have several definitions for this:

1. A piece of content strategically designed to rank at the top of Google’s search engine results page (SERP). For example: This Year’s Backlink SEO.
2. A content asset intended go viral and get lots of backlinks, social media sharing, and traffic from search. For example: The 801+ Power Words of SmartBlogger.
3. 10x content, AKA a published work designed to be at least 10 times better than any other article on the related topic from the top of Google’s SERP (and they do better eventually, of course). For example: Bid4Papers Ultimate Guide to Persuasive Writing.

Why You Should Consider A Power Page For Your B2B Website

Power pages are not just for B2C websites. B2B marketers, too, can benefit from them — because the power page is the most effective piece of content a business can publish online.

Ang why of integrating power page creation into your B2B strategy in 2022:

• Power pages rank higher in search engines and, as a result, get more traffic.
• Power pages are, as a rule, long content, and therefore rank for a higher number of keywords.
• They create more backlinks and shares thanks to their advanced nature that meets the intent of finding information.
• Their extremely high quality content increases lead time, which influences a website’s behavioral metrics and overall performance.
• Power pages help authors build authority in their niche, eventually converting it into business and revenue deals.

The Anatomy of a Power Page

To create top content on the Internet, you need to understand why a particular publication is best from the perspective of readers and search engine crawlers. In other words, we need to know the components that make up the power page.

1. Informative Value

Power pages are informative, answering all the questions a user may have on the topic. A power page contains so much information that almost everyone will feel like an expert after reading it.

2. Attention to Detail

This is a critical feature of power pages. There may be a lot of information in your article, but that’s not always enough: Shallow material will never be a power page, even if the post is 10,000 words long.

3. Expert

Sure, there are some topics and questions that even non-experts can answer, and their knowledge is enough to write an informative and useful long reading.

However, long readings and power pages are not synonymous.

The informative value of a power page is not enough to surprise readers and tell them, “Wow!”

It takes unique expertise to create a power page. This is the knowledge that is impossible or difficult for most people to acquire.

The expertise of a power page author should help someone without training to do something challenging after reading the page.

4. Powerful Domain

A piece of content has more chances to become a power page if it is published on a powerful website. People doubt if they can trust the data they get from a source no one knows.

Young sites and novice experts have a harder time getting attention than well -known publications and established brands. But that doesn’t mean you can’t try it. By regularly publishing high quality content on your B2B website, it will get noticed quickly.

The credibility of the author also plays a role. Make sure you publish content from the top experts and thought leaders in your niche.

5. Structure

Structure is about design, layout, typography, and other factors that influence the user experience and readability of the content.

All other things being equal, a well-designed publication that is pleasant and easy to read has a better chance of becoming a power page.

6. Emotional Response

As mentioned earlier, power pages are amazing to readers. They elicit an emotional response, encourage users to share a publication, bookmark it, follow its author on social media, comment on it, etc.

“It has to create an emotional response. I want to feel awe. I want to be surprised. I want to feel joy, hope, or admiration for that piece of content to be considered 10x,” Rand Fishkin wrote

The problem is that it is difficult to predict an emotional response. You never know what will surprise most users — any of the seven items listed here can do just that.

7. Promotion

Good content promotion is necessary for a piece of content to become a power page. The more people see it, the more social signals it gets.

All marketing instruments work here: PPC or targeted ads, syndication, guest posts, sharing with relevant B2B groups on social media, etc.

How to Create a Power Page for Your B2B Website

You can create a power page by taking the following steps:

1. Brainstorm. Decide whether to write new text or update an old one on your B2B website; research keywords and competitors; Choose a topic; think of a structure; make an outline.
2. Write. Draft, proofread and edit it, optimize it for SEO.
3. Design. Include custom graphics, imagine the layout and typography, and add interactive content, as appropriate.
4. Publish and promote.
5. Conduct an outcome analysis.

As a B2B marketer or business owner, you don’t do all that alone. A team consisting of a professional content writer, an editor who knows the topic outside, a graphic designer, a developer who will make it attractive, and a link-builder/outreach manager who will help promote your path to power page success.

The ROI of your power page on a B2B website is not about direct monetary benefit but the value and benefits it brings in the long run: constantly growing organic traffic, an expanded list of email subscribers, and position of your business as a thought leader in your field.

More Resources on B2B Websites

B2B Websites: What Visitors Value vs. What Marketers Value

Does Your Website Really Need That? Five Elements to Rethink

16 Ways B2B Websites Can Optimize Conversion Rates [Infographic]