When search engine optimization (SEO) first hit the market, professionals scrambled to understand everything about the practice and how it could influence success. A few years later, people have honed in on the craft and found ways to manipulate it for their professional purposes. In line with more marketers understanding the benefits it provides, search engines like Google and Bing have continued to evolve and change the face of SEO.
At this point, it may be time to take a step back and really look at content marketing as a whole. Is it worth spending extra time and resources to rank atop a search list, or is quality content based around longtail keywords a more lucrative way to engage with clients? After all, B2B marketing is meant to convert leads to sales, so if the posted information is only as good as the keywords used, profits won't materialize as expected.
In today's highly competitive online market, businesses need to have an even balance of ranking content and quality posts. It may be more worthwhile to spend a little extra on crafting whitepapers or blog posts that really delve into the types of information clients want. A majority of prospects already know what they want when they search the web, so marketers should lay out quality facts and calls to action that resonate, rather than speak to information found elsewhere.