While B2B marketing often centers around other activities, there's no doubt that search engine optimization will continue to be crucial. Search is still the primary method of discovering new brands, and Forbes said more than 2.1 trillion searches were conducted in 2013 – and that's just Google's traffic. SEO is constantly evolving, which means B2B companies need to stay aware of new trends in the industry.
Mobile SEO is no longer optional for any brands that want to maximize their online presence. A few years ago, hardly anyone used mobile devices to conduct Web searches, especially not B2B buyers. However, this is rapidly changed within the space of a few short years. For most B2B marketers, their target audiences search on the go from their smartphones and tablets. In fact, mobile Internet usage is expected to surpass desktop Web use in 2014. Most search engines have adapted their algorithms to account for the differences in the way users search from mobile devices compared to desktop computers, and website language will need to be more conversational to perform well. Mobile SEO will be an important consideration for B2B marketing.
In addition, marketers may need to move beyond Google, Forbes said. Bing is becoming a more significant player in paid search, and marketers may see better results from diversifying.
Seem too complicated? Simplify SEO for better performance
Some marketers may view all the recent changes to SEO as a major complication to their strategies, but as long as firms are implementing marketing best practices, it shouldn't be a difficult adjustment. Recent changes to Google's algorithm take some of the emphasis away from keywords, so marketers may not need to spend as much time doing keyword research, Entrepreneur magazine stated. It may be easier to come up with a list of search terms customers are likely to use and test the results after a month.
Responsive Web design may be the best way to adapt to the increasingly mobile nature of SEO. Rather than maintaining a separate mobile site, responsive design can provide a more consistent user experience for visitors.
One of the best ways to succeed at SEO is to implement a content marketing strategy. With the emphasis moving away from keywords, it's shifting toward users being able to derive value from brands' websites. High-functioning content can eliminate some of the challenges associated with SEO changes.