B2B marketers use search engine optimization strategies to ensure their companies are at the top of the list when people type a product or service into Google or other search engines. Changing technology and shifting markets cause B2B marketing professionals to adapt their content so potential clients can find it.
Competitors are also changing their strategies to try to get the top spot on search lists. Search Engine Land advised B2B marketers to keep an eye on competitor content to see how they update their Web pages, social media and video materials for SEO performance (1). The type of content similar companies create, the frequency with which they post and how they tailor words or layouts for new search engine tools can keep marketers up to date on current market trends.
A company's own content must also be supervised for competitor interference. Business 2 Community shared the example of a political campaign's social media page that suffered from a rival campaign sabotaging the content (2). Competitors created fake accounts to misrepresent a candidate. Saboteurs may also post numerous comments on online posts and get the material marked as spam. If a company utilizes social media or other public forums for SEO, it must constantly supervise the content performance so it remains free from competitor interference.