Search Engine Land shared important news on B2B search engine optimization (1). Since its introduction, Google has been the big dog when it comes to search platforms. Bing made some progress in recent years, gaining about 20 percent of the market share. To prevent losing too much of its dominance, Google announced it will partner with the third most popular search engine, Yahoo.
Yahoo has a non-exclusive deal with Bing and now has a similar agreement with Google. Search Engine Land suggested this recent news indicates platform agnosticism for search engine results. B2B marketing should see this development as a sign it’s time to reevaluate analytics. If a company measures content marketing effectiveness based on numbers pouring in from a single platform, it may miss success facilitated by the search engine’s partners.
Forbes indicated numerous search engine changes may make current search engine optimization best practices obsolete (2). Companies can’t rely on keyword text only best practices; instead they need videos and mobile marketing to prioritize their results on most platforms. B2B Marketing teams should partner with a SEO agency to keep up with platform developments and audience trends.