Change is the only constant, and this is true even for SEO. Although Google dictates how search engine optimization (SEO) algorithms work, the landscape is rapidly evolving. The advent of new SEO tools along with the volatile nature of SEO algorithms has paved the way for new ranking strategies and SEO trends.
Considering the speed at which things are going changing in SEO in the kingdom, it could be difficult to keep up with the latest trends. In this article, we’ll explore some of the latest SEO trends and discover how B2B companies can leverage these insights to stay ahead of the curve.
Without further ado, let’s begin.
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SEO trends for B2B companies
SEO is definitely one of the most underrated areas in the marketing space. That said, without SEO, brands would disappear in the digital world, losing new perspectives and opportunities for growth.
SEO continues to be a huge challenge for many B2B companies around the world. Billions and millions of businesses continue to turn to the Internet to increase brand presence, awareness and scale. As the number continues to grow exponentially, ranking for relevant keywords becomes more difficult.
Although getting a good search ranking for a relevant keyword is not easy, you need to know the latest trends to get closer to that dream ranking.
1. Goodbye third-party cookies
Google has confirmed that its internal Chrome browser will begin disabling third-party tracking cookies in 2023.
B2B companies will need to establish their own data center to develop their digital marketing plans, including their SEO efforts. You can collect “first-party data” by monitoring your own online traffic, learning about user behavior, and discovering why content is consumed.
Performance reports must also be modified to take into account GDPR cookie policies, which require users to consent to analytics tracking. We’ve seen a significant decrease in the correlation between GA traffic and search console traffic after implementing these policies.
2. A shift towards mobile optimization
Speaking of page experience metrics, B2B companies should not neglect mobile-friendliness, as the B2B industry relies heavily on digital interactions for sales even today.
This means relying more on the digital channels used by B2B buyers, especially mobile devices, and less on traditional offline sales methods.
If you want to generate more business in the coming year, it’s time to evaluate your mobile SEO budget. Make sure your target audience’s digital interactions are smooth, consistent and easy to use, no matter what device they’re using. You can lower your bounce rate by discouraging users from clicking away from your pages after they arrive.
3. Don’t forget to EAT
In the SEO space, EAT stands for expertise, authority and reliability. EAT has been a great business for some time, and we see no reason for that to change anytime soon.
You should focus on improving your authority in your niche to get better rankings for YMYL (Your Money or Your Life) pages.
Here are some basic guidelines for using the EAT approach B2B SEO:
Create a comprehensive content strategy that considers the B2B buyer’s journey. Produce authoritative and real content for your audience. Use trust indicators such as HTTPS, certificates and contact details. Cite reliable sources in your writing and include links to them. Make clear T&Cs and policies and post them.
4. Experience of the page
Google completed the global rollout of page experience improvement for mobile keyword rankings by the end of Q3 2021. Google is already rolling out a comparable change for desktop rankings and We will reportedly complete by the end of March 2022. their estimates.
A website’s aesthetic stability and page load speed are two of the most important ranking indicators in recent years. These indicators will return to prominence in 2022 as companies step up their website optimization efforts.
5. Author pages must appear in a structured way
In accordance with the EAT, Google encourages websites to include author page URLs in article-structured data. Author pages should provide information about content creators for your B2B brand, including their names, occupations, and experience level. Create author pages that provide references to each author’s featured writings on other websites. Authors who Google considers experts on specific topics will benefit from higher rankings for relevant keywords when creating content.
6. Videos in search results
It’s no surprise to see images in search results. However, this is not the case with videos.
It’s no longer unexpected to see images in search results, but we can’t say the same about videos.
B2B brands must include videos in their content strategy, ideally through YouTube to improve online traffic in 2022. It is important to note that YouTube is the second largest search engine in the world, so even if you embed videos with a custom player on your website, it’s recommended that you post your material to YouTube to increase your chances of being discovered.
When searching for broad and highly competitive keywords, focus on educational videos that relate to your audience’s goals, customer problems that are specifically answered, and material that benefits a wider audience. When creating your own content, it’s usually a good idea to consider the type of content that is currently ranking for the keywords you want to rank for.
7. Creating funnel-specific content
Create content that aligns with where your audience is in the sales funnel to attract and nurture quality leads. If they’re near the decision stage in the funnel, focus on creating original research, case studies, pitch videos, white papers, podcasts, and more.
This type of content is essential to guide users on their journeys. Using educational content such as pillar pages for broad keywords that consumers use frequently at the top of the funnel can be a very successful SEO strategy.
8. Universal search gains popularity
Google is constantly changing what it shows on the first page of search engine results. The classic blue website links that have served as a cornerstone of the search experience since the early days of the Internet compete to share clicks with results that include FAQs, knowledge panels, image and video carousels, local packages and a host of other alternative searches. results
To improve your chances of success, it’s critical to consider all the possibilities for first-page real estate on the screen for your target keywords.
9. A/B testing has become the gold standard of B2B user experience
We have already discussed how user experience has become so essential to retain and also attract customers. It also correlates to the success of your SEO efforts. Optimizing user experience increases traffic through SEO and increases the value of that traffic due to higher conversion rates.
A/B testing is a great technique when creating these experiences.
Evaluating the effectiveness of multiple iterations of the same material is known as “A/B testing” or “split testing.” Businesses can easily create the ideal user experience for B2B users, resulting in the best possible business results.
10. Online reputation at stake
Google quality assessors occasionally conduct reputation studies to assess the legitimacy and trustworthiness of search results.
Quality assessors are the last people who should be reading negative reviews that have been posted about your brand as a B2B company. While their ratings may not directly affect your ranking, they may ask Google to make changes that would exclude you from search results.
Final thoughts
The need for B2B organizations to stay on top of emerging SEO trends has never been greater given how quickly the world of online search is evolving. Today, prioritizing EAT, user experience, and great content that matches user intent is extremely crucial.
Continue to improve the user experience for your target audience and ensure that schema markup is properly applied to all relevant content. By giving these projects top priority, you can maximize the value of all other SEO efforts and give your website the best chance for long-term SEO success.
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Feature Image Source: Photo of From Merak activated unsplash
Image source 1: Photo of Brett Jordan activated unsplash
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