Sink or swim in the SEO sphere

To maintain a competitive edge in the global marketplace, companies should keep up with the evolving trends of search engine optimization. B2B marketers should turn to this tactic as a primary marketing tool, but it's vital that marketing professionals know the latest updates. Without the knowledge of the most recent information on SEO, B2B marketers may be spinning in circles without generating any traffic. 

B2B marketing professionals should keep up with Google algorithm updates
The effectiveness of SEO is dependent on Google's updated algorithms. The most recent Google update, Hummingbird, is expected to make a big difference in the SEO arena. The new algorithm adapts to conversational searches, which naturally answers people's organic questions(1). 

It also does not acknowledge illegitimate websites – this forces companies to produce credible and quality content. Website visitors will enjoy a top-notch user experience as they dive into relevant and interesting material. Google recognizes an authoritative and strong voice, pushing the content to the top of the search results. 

Creating a mobile friendly site attracts visitors
Individuals are relying more on mobile devices to search the Web. In fact, almost two-thirds of online buyers use a smartphone and more than half use a tablet. Given these statistics, B2B marketing professionals won't receive the best outcomes if they don't create mobile-friendly website. Even if a user visits a company's website, he or she may quickly close the browser if the site is hard to navigate and doesn't adapt to the screen. Therefore, a company must take note of this trend to create an optimal buyer experience. This is especially important because the primary purpose of SEO is to create a streamlined user experience(2). A visitor should absorb the content with ease and without any distractions. 

For companies to take full advantage of SEO perks, B2B marketing professionals need to convey their intentions and communicate to the search engines. With that information, Google or Bing has the power to connect a relevant search with a company website. Search engines will recommend a fast, authoritative and safe website.

To achieve a marketer's SEO goals, he or she should not just insert keywords for the sake of placing relevant search terms. Google and Bing will pick up on this. Additionally, Google or Bing will not place website links at the top of the search results if the site is hard to navigate. 

B2B marketing professionals need to keep up the SEO trends to ensure buyers enjoy a quality experience and increase overall sales. 

Sheila Kloefkorn (1029 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.