Search engine optimization is still important for B2B marketers to attract new leads. However, Google has made radical changes to its algorithm in the past year, and it can be difficult for companies to keep up. Not keeping up with new developments in SEO can cause you to drop in the rankings. On-page elements still play a role in Hummingbird. Here are some tips to consider when making updates to your website and marketing strategy:
1. Content marketing is essential
This cannot be stressed enough: Content is more closely tied to SEO results than ever before. Having a regularly updated blog is necessary for marketing success in 2014, according to Forbes. Even a few years ago, blogs weren't considered a reputable way to gain an audience. Hummingbird places greater emphasis on quality, so delivering value to your audience is important. Updating frequently can help you appear higher in search engine results, which generates new visitors. Blogging can significantly boost organic traffic.
2. Focus on building quality inbound links
In the past, Google did not pay as much attention to the quality of links because quantity was the indicator, but the referring site matters a great deal in modern SEO because of spammy practices marketers used to employ to build more links. Search engines determine your ranking partially by analyzing the types of links on your pages from other websites. It isn't about the number of referring links anymore. It can be complicated to remove low-quality links, but rankings can improve shortly after this process is complete. Again, high-quality content has many benefits because it can lead to better links.
3. Utilize keywords in content
SEO used to be completely driven by keywords, which led to a lot of poor-quality writing. While good writing can have its own positive results, keywords are still an integral part of attracting new traffic. However, the rules have changed slightly with the introduction of Hummingbird. Longtail keywords – relevant phrases rather than single words – are more important because they reflect the way that people are using the search bar. Keyword strategies need to change, but these terms need to be appear in content where they are relevant.
4. Be careful with title tags
Title tags are one of the most important on-page SEO elements. They are a small piece of code that appears on every Web page that informs the search engine about the site. It's important to make this tag engaging because people won't click on it from a search engine results page otherwise. Keywords in title tags need to seem natural rather than forced, Forbes said. You need to consider whether local search marketing is your goal and include relevant keywords. In addition, creating unique title tags for each page on your site more accurately represents the different sections.
5. Don't forget mobile SEO
Mobile marketing has been gaining speed in the past few years, even for B2B organizations. Not only has Hummingbird shifted focus toward mobile SEO, but more B2B prospects are searching from their smartphones and tablets. Search Engine Land cited findings from Nielsen, which indicate 48 percent of buyers' journeys start with a search engine. Because of the continued significant of search as a method of discovery, you need to make sure your site is accessible from every kind of device. BI Intelligence revealed 60 percent of devices with Internet connectivity are now smartphones or tablets. Personal devices have blended into the tools B2B buyers use for work, ensuring that mobile SEO will stay relevant for years to come.