How SEO is changing for B2B marketers: How to get found online?
Hello! Welcome to Lead Forensics Focus: Elevating your Marketing and Sales Success. Bringing you expert marketing and sales advice from industry leaders.
In this video, I’m going to discuss how SEO is changing for B2B marketers, so you can ensure you get found online.
Search engine optimization is essential to any business with a website. What’s the point of having a website if no one can find it?
With 94% of B2B buyer journeys starting online, search engine optimization ensures your website ranks highly on search engine pages, helping potential buyers quickly discover your brand.
Leads gained through an SEO strategy are valuable, holding a 14.6% average close rate and they cost very little, as successful SEO doesn’t reflect the high cost of a pay-per-click campaign.
Up until now, SEO has relied on the clever use of keywords and backlinks, properly structuring your website to ensure the search engine can recognize page relevance in relation to searches.
But SEO is changing, and your marketing team needs to be ready to tweak SEO processes to continually secure the desired results.
One of the biggest changes in SEO success comes from the buyer’s evolving behavior.
Search engines try to predict searcher behavior, predicting which pages they’ll engage with and believing people will act in a certain way.
But searchers aren’t machines or automated workflows- they’re people, and they can be very unpredictable.
B2B buyers aren’t going to click on a website that doesn’t meet their needs- no matter how well optimized with keywords it is.
Your potential buyers are starting to see through basic SEO. They’re starting to take an extra moment to look at their search results and carefully select what they want.
Search engines have become aware of this, and crawler bots like RankBrain now take searcher intent into account when ranking.
If the website content ranked fourth gets more engagement on a search that those ranked higher, it will move up the list because it better meets buyer intent.
This benefits potential buyers, as they’re more likely to find the kind of information they need but can cause problems for businesses.
If you’re trying to dominate a large number of search queries, your SEO will struggle as you’ll fail to continuously match buyer intent for every search.
Prioritize your keywords, understanding just 10-20 precise searches you want to rank highly for and ensure the pages orientated around these keywords are focused on the searcher’s needs.
Once these pages rank highly and gain a large amount of engagement, expand your approach to include a wider set of keywords.
SEO isn’t an all or nothing approach, it’s a careful balance of both machine and human understanding.
SEO continues to evolve as thought leadership sways search engine success.
Organic SEO is usually driven by quantity. Many marketers believe the more pages and blogs featuring specific keywords and effective links, the more their website will dominate a search engine results page.
For some time, this worked. But as SEO evolves, this technique is becoming invalid.
Focus on page quality instead of quantity. A single, highly compelling and relevant page will get more clicks than ten average pages.
We’ve mentioned the power of buyer intent, and as 81% of buyers state relevance as the most important factor when making an online purchasing decision, this heavily sways SEO.
Look at the webpages you wish to optimize, and ask:
a. Does this page answer the searcher’s question?
b. Does your business come across as an industry expert?
c. Are you offering visitors information about benefits instead of features?
d. Does this page encourage high-quality lead generation?
Businesses focusing on page quantity may achieve short term success but will struggle to gain revenue. Leads generated from these many pages usually lack key qualifying criteria.
High-quality, optimized webpages will produce high-quality leads that move successfully through your pipeline to become loyal customers.
Technology is constantly advancing, meaning the way we use the internet has changed.
20% of all online searches are now driven by voice, and with the release of home hubs like the Amazon Echo, this number is due to rise significantly.
A voice-driven search is very different from those conducted on a PC or tablet. They are longer and take the form of a full question or statement.
This heavily affects SEO. More detailed searches change the perceived relevance of your selected keywords and means what once ranked highly, may not rank at all!
Look at your longtail keywords, continuing four or more individual words, and maximize these in equal measure to your priority keywords.
Experts predict that by the end of next year, over 50% of searches will be activated by voice and this will affect both the B2B and B2C markets in equal measure.
This process prepares your SEO for the future, ensuring you rank highly for both computer driven searches and those activated by voice.
I hope you have found this video insightful, and you’re ready to transform your SEO to achieve exceptional results both now and in the future.
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See you next time