B2B SEO Trends
B2B SEO is an essential element of marketing a business online, enabling companies to establish expertise and credibility within a given niche, attract relevant leads, and ultimately drive sales.
SEO is ever-evolving, making it important to stay current on its trends. Here are the major b2b seo trends you should watch out for in 2023.
1. Personalized Content
Customized content is a key B2B SEO trend that strengthens relationships between businesses and their customers, while increasing customer satisfaction and turning browsing visitors into buying customers.
Effective content personalization relies on using smart data and tools that enable you to analyze a customer’s journey and paint an accurate portrait of them, such as traffic history, keywords they searched for, customer behavior/interests etc.
Marketers can utilize these factors to segment their audiences and craft tailored messaging that reaches specific buyers, accounts or groups of them. This ensures that every piece of content produced meets its target audience’s needs and requirements.
Personalization also allows marketers to send tailored emails directly to customers, which has been shown to significantly increase open rates, engagement levels and purchase rates – up to six times! But it must not overstep its boundaries and become intrusive or annoying.
To accomplish this goal, utilize a marketing automation platform which automatically sends personalized emails based on subscriber details such as name, age, location and more. In particular, businesses with large subscriber bases could utilize such an option to send customized messages directly.
Customized product recommendations can also be an effective way to personalize content. This can be accomplished by drawing upon previous searches or purchase history to suggest products similar to what users already purchased from your brand.
Personalizing content for b2b SEO strategies is an integral component, and using tools that enable it efficiently is key. There are plenty of tools out there that can assist with creating tailored experiences across websites and emails.
2. Generative AI
Generative AI (or deep learning), is an emerging trend used to optimize keywords and content for search engines. B2B businesses can utilize this technology to increase visibility online while engaging potential customers.
Technology such as this is also helpful for creating tailored content that resonates with consumers and promotes brand recognition. AI can analyze customer data, market trends, and competitor information to come up with content ideas aligned with a brand’s values and marketing goals.
Companies can utilize generative AI to generate brand content such as blog posts, social media post copy, landing page copy and product descriptions that appeal directly to specific customer interests and needs – resulting in higher conversion rates and increased revenue.
Generative AI models can also identify low-volume, long-tail keywords that are easier to rank for, thereby saving businesses both time and money while improving SEO.
As an emerging trend in B2B SEO, generative AI is revolutionizing keyword research and content production like never before – yet there are still challenges and limitations that need to be addressed and overcome.
Generative AI is an emerging trend in B2B SEO as it can produce high-quality, relevant content to enhance user experience and conversion rates, provide real-time customer behavior analysis insights and optimize campaigns to deliver greater returns.
Generative AI can be employed for numerous tasks, including creating code, video and audio content as well as more visually engaging and appealing material. Provided businesses use it responsibly under human guidance and supervision, generative AI is capable of producing stunning results.
3. Video Content
Video content is an engaging way to tell your brand’s story and reach new audiences, all while improving SEO rankings.
Use of videos in digital marketing strategies has grown increasingly popular across B2B and B2C businesses alike, and for good reason. Videos provide an effective medium for companies of all kinds to promote their brand, share information on best practices or demonstrate products – you’re likely to see increased traffic and conversions when this medium becomes part of their content marketing plan.
Step one in creating an effective video is choosing a topic that will resonate with your target audience. This can be done by using analytics or social media channels such as Twitter to track which posts or pieces of content are most successful; additionally speaking with customers and sales team about subjects they may find engaging.
Next, create a short yet informative and entertaining video that highlights your products or services in an engaging way. Unlike infomercials of old that many associate with cheesy products, such videos focus on showing real life benefits and practical applications of your product or service.
Video can also help showcase your company culture and values, such as showing employees doing their job or interviewing them about how they interact with customers and vendors.
Add videos to your blog or website that showcase your products and services, showing how they can solve problems or achieve goals. These can be invaluable resources for people researching what you offer – make sure they are informative and beneficial.
4. Voice Search Optimization
Voice search is an emerging trend in digital society. Utilizing artificial intelligence, this form of searching allows your query to be entered directly into search engines such as Google. People also often turn to voice search as a method for discovering businesses, services and products they might want more information on.
Thus, B2B marketing increasingly depends on being able to recognize and respond to queries effectively, particularly voice search queries that attempt to find printing companies within town X – for instance “Where can I get advertising posters printed?” instead of just typing keywords directly.
To optimize for voice search, it is crucial that your content answers relevant and accurate questions while loading quickly on mobile phones. Furthermore, your website needs a mobile-friendly layout.
Start off by creating an FAQ page about your business and industry that answers frequently asked questions, giving you key terms and conversational responses while also helping Google better understand the type of content on your site. This will also benefit search engine bots like Google!
Optimizing your Google My Business Listing can also increase your visibility for voice searches. It provides an invaluable way to include all of the essential details about your business – its address, location and contact details among them – in one central place.
BrightLocal research revealed that 48% of US consumers utilize voice search daily to locate local businesses, meaning optimizing for voice search isn’t just beneficial in targeting a wider audience; it’s necessary! Furthermore, optimizing for voice search provides another great opportunity to connect with local users.
5. Zero-Click Search Results
Zero-click search results on Google are an innovative feature that provides answers without sending you to another website, from business hours and event dates, to historical facts. They save users time while helping Google enhance the user experience by keeping them on their search engine page rather than sending them off to third-party websites.
Businesses of all kinds can take advantage of zero-click search results as an opportunity to drive traffic and generate leads. By including these features into their content strategy, businesses can help ensure their brand appears prominently at the top of search engine results pages (SERPs).
Step one for identifying keywords with zero-click search results is using Semrush to see which SERP features are showing for those keywords, so that you can then develop content strategies targeting those features and rank well for them.
Optimizing your Google Business Profile can also be an excellent way to take advantage of these features, providing visibility on knowledge panels, local packs and news boxes while collecting reviews for your business that may help with schema markup and SEO metrics.
Zero-click searches should also be considered when prioritizing SEO implementations; although they might not directly result in visitors to your website, they can still serve to increase brand recognition and referral traffic, helping your business expand and scale. When prioritizing implementations – particularly mom-and-pop brands or enterprise businesses – such opportunities must be given careful thought.