Change is the only constant, and this holds true even for SEO. While Google dictates how search engine optimization (SEO) algorithms work, the landscape is evolving rapidly. The arrival of new SEO tools coupled 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 changing in the SEO realm, it could get difficult to keep up with the latest trends. In this article, we will explore some of the latest SEO trends and uncover 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 arguably one of the most underrated areas within the marketing space. That being said, without SEO, brands would fade away in the digital world, losing out on new prospects and growth opportunities.
SEO remains a huge challenge for many B2B companies worldwide. Thousands and millions of companies continue to flock to the internet to increase brand presence, awareness, and scale. As the number continues to grow exponentially, ranking for relevant keywords becomes tougher.
While attaining a good search ranking for a relevant keyword is not straightforward, one should know the latest trends to inch closer to that dream ranking.
1. Goodbye third-party cookies
Google has confirmed that its in-house Chrome browser will begin to disable third-party tracking cookies in 2023.
B2B firms will now have to establish their own data hub in order to develop their digital marketing plans, including their SEO efforts. You can gather “first-party data” by monitoring your own online traffic, learning about user behaviour, and discovering the rationale behind content consumption.
Performance reporting also needs to be modified to take GDPR cookie policies into consideration, which require users to consent to analytics tracking. e observed an important decline in the correlation between GA traffic and search console traffic after implementing such policies.
2. A shift toward mobile optimization
Speaking of page experience indicators, B2B companies shouldn’t neglect mobile-friendliness as the B2B industry primarily relies on digital interactions for sales even today.
This entails relying more on digital channels used by B2B buyers, especially mobile devices, and less on traditional, offline methods of selling.
If you want to generate more business in the upcoming year, it’s time to assess your mobile SEO budget. Make sure your target audience’s digital interactions are seamless, consistent, and easy to use regardless of the device they are using. You can lower your bounce rate by discouraging users from clicking away from your pages after they arrive.
3. Do not forget EAT
In the SEO space, EAT stands for expertise, authoritativeness, and trustworthiness. EAT has been a huge deal for a while now, and we see no reason for that to change any time soon.
You should focus on improving your authority in your niche to achieve better ranks for YMYL (Your Money or Your Life) pages.
Here are some basic guidelines for using the E-A-T approach in B2B SEO:
- Create a broad content strategy that takes the B2B buyer’s journey into account.
- Produce authoritative, factual content for your audience.
- Utilize 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. Page experience
Google completed the global rollout of the page experience improvement for mobile keyword rankings at the end of Q3 in 2021. A comparable change for desktop rankings is already being rolled out by Google, and we will complete it by the end of March 2022, according to their estimates.
The aesthetic stability and loading speed of a website’s page are two of the most important ranking indicators in recent years. These indicators will come back into prominence in 2022 as companies ramp up their website optimization efforts.
5. Author pages need to appear in a structured way
In line with EAT, Google encourages websites to include author page URLs in article-structured data. Author pages should provide information about the content creators for your B2B brand, including their names, occupation, and level of expertise. Create author pages that provide references to each author’s noteworthy writings on other websites. Authors that are seen by Google as experts on specific topics will benefit from higher rankings for relevant keywords when they create content.
6. Videos in search results
It does not come as a surprise to see images in search results. However, that is not the case with videos.
It is no longer unexpected to see images in search results, but we cannot say this about videos.
B2B brands must include videos in their content strategy—ideally through YouTube to improve online traffic in 2022. It’s important to keep in mind that YouTube is the second-largest search engine in the world, so even if you embed videos using a custom player on your website, posting your material to YouTube is strongly recommended to increase your chance of being discovered.
When aiming for broad, fiercely competitive keywords, concentrate on educational videos that correlate to the goals of your audience, on customer issues that are answered specifically, and on material that benefits a larger audience. When creating your own content, it’s typically a good idea to consider the type of content that is presently ranking for the keywords you want to rank for.
7. Funnel-specific content creation
Create content that is in line with where your audience is in the sales funnel to bring in and nurture quality leads. If they are hovering near the decision stage in the funnel, focus on creating original research, case studies, presentation videos, whitepapers, podcasts, and more.
Such type of content is essential for guiding users through their journeys. Using educational content like pillar pages for wide keywords that are frequently used by consumers at the top of the funnel can be a very successful SEO strategy.
8. Universal search gains popularity
Google is constantly changing what it displays on the first page of the search engine results. The classic blue website links that have served as the cornerstone of the search experience since the inception of the Internet are competing for click share with results that include FAQs, knowledge panels, image and video carousels, local packs, and a plethora of other alternative search results.
To improve your chances of being successful, it’s crucial to consider all possibilities for front-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 is also correlated with the success of your SEO efforts. Optimizing the user experience increases traffic via SEO and increases the value of that traffic because of higher conversion rates.
A/B testing is a fantastic technique to use when creating such experiences.
Evaluating the effectiveness of various iterations of the same material is known as “A/B testing” or “split testing.” Companies may easily create the ideal user experience for B2B users, leading to the best possible business outcomes.
10. Online reputation at stake
The quality evaluators at Google occasionally conduct reputation studies to assess the legitimacy and dependability of search results.
Quality evaluators are the last people who should read the negative reviews that have been published about your brand as a B2B company. Although their evaluations might not directly impact your rankings, they might prompt Google to roll out modifications that would exclude you from the search results.
The need for B2B organisations to keep on top of emerging SEO trends has never been bigger given how quickly the world of online search is evolving. Today, it is extremely crucial to prioritise E-A-T, user experience, and excellent content that corresponds to user intent.
Continue to improve the user experience for your target audience and make sure Schema markup is correctly applied to all relevant content. By giving these projects top priority, you can maximise the value of all other SEO efforts and provide your website with the best chance for long-term SEO success.
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