Google recently announced its plan to penalize those companies that make excessive use of heavy search engine optimization (SEO) tactics. While this may go against the grain and create a sense of panic in some B2B marketers, the skills learned over the past year are still essential, and online marketing will continue to drive traffic and sales.
What Google means by heavy SEO use is not very different from what the company has publicly discouraged all along. Organizations that overload their websites, blogs and social activities with keywords will be affected, and brands that focus more of their efforts on quality content and actual client engagement will be the victors.
Marketers who want to improve their lead generation tactics, but are afraid they may overload on SEO, may want to adjust their focus and stick to the basics to see greater success. In its rawest form, SEO is meant to inform clients about products, answer their questions throughout the buying processes and serve as resources they can visit in the future. A number of brands have failed to reach those goals, posting unhelpful content littered with too many keywords, and Google will look for those sites and penalize them immensely.
Business owners who want to remain atop their rankings on Bing and Google may want to work with strategists who can provide innovative online marketing solutions geared toward the latest Google algorithm changes and penalty systems. Having trained experts in SEO working to optimize campaigns rather than content could be the most effective way to navigate the world of B2B online marketing today.