PUBLISHED: Jun 8, 2023

8 B2B SEO Trends You Should Know About in 2024

Pratik Dholakiya
B2B SEO Trends

B2B SEO trends usually stem from updates in search engine algorithms, audience demands, and prevalent marketing practices. Some trends reinforce the existing norms while others act as countermeasures to overturn the existing standards. In this article, we will look at the latest marketing trends concerning SEO for B2B websites of both kinds.

These trends will make more sense once you know the underlying fundamentals of search engine optimization for B2B businesses.

#1 Diversify Your Content

A diversified approach to content creation is one of the most prominent B2B SEO trends. It is no longer enough to keep writing blogs. Different people (even in the same audience group) consume content in different ways. Some people would like to read a blog, while others would prefer to watch a video. 

You need to create different types of content to attract these varying audiences.

This urges brands to use multiple channels for creating and sharing content. It will enable them to distribute content in different formats and on various platforms, attracting wider audiences.

Aside from targeting various audiences, using different content can improve your B2B SEO and content marketing strategy. 

First, you get to target and rank for different SERP features (more on that below). Second, you can expand your presence on different platforms. And third, you can improve the topical authority of your website.

So, how do you diversify your content formats? 

Creating a robust B2B content diversification strategy requires a thoughtful mix of originality, thorough research, and a clear goal for your target audience. 

Vary your content formats, including videos, infographics, articles, and blog posts. Cover a range of topics, from practical “how-to” videos to engaging thought leadership blog posts. Strategically share your content across platforms like your website, email newsletters, and social media.

Along with using different content formats and distribution channels, you can also cover the same core topic from different angles and make the most of the research on one subject. 

Content repurposing pairs nicely with strategy. It’s the process of reusing existing high-quality content and presenting it in a new format to get it in front of a completely new audience. 

For instance, your long-form blog on B2B services can become an ebook, a set of infographics, a series of topical videos, and an audio podcast. For a more in-depth rundown of modifying existing content for different channels at scale, explore our comprehensive guide on Content repurposing.

#2 Optimize Visual Content

While everyone has their own content preferences, the numbers are speaking loud and clear – video content will be a key B2B SEO trend in 2024 to leverage. 

95% of B2B buyers, as per Brightcove’s study, consider video crucial when making purchasing decisions. Hubspot’s State of Marketing 2024 Report predicts that short-form videos will steal the spotlight as the #1 format, promising not just high ROI but also significant growth.

Moreover, in recent years, social networks like LinkedIn, Facebook, and Instagram have shown a clear preference for video content over static images and text posts. This trend doesn’t appear to be shifting anytime soon. 

Notably, even Google is prioritizing videos in the SERPs, frequently placing them on Page 1 and often near the top of the page. 

B2B video marketing goes beyond lead generation; it serves as a means to nurture existing customers. For instance, explainer videos and feature demos provide valuable support. Integrating videos into your feature, product, or landing pages not only enhances engagement but also extends the time visitors spend on your site.

Another advantage of visual content is its versatility; you can use it in many ways. Post the videos on YouTube, embed them in your website blog posts, and share them across social media. Moreover, incorporating at least one video in articles also yields a 70% increase in organic traffic compared to those lacking video content. 

Thus, it’s reasonable to anticipate that video content will wield considerable influence on B2B SEO in 2024. 

To ride this wave right and optimize video content, you can effectively use these insights to guide your B2B SEO campaign. 

Start by optimizing titles, tags, and descriptions, ensuring both Google and your audience grasp the video’s content. Prioritize keywords or phrases aligned with your customers’ search queries while avoiding excessive keyword stuffing.

And if you can add distinct chapters to your YouTube videos, that’s even better. Because it not only eases navigation but also ups your chances of claiming those featured snippets, making your content more search-friendly.

The most important thing to remember for B2B SEO is that you need to optimize the video content to target relevant keyword clusters. At the same time, you also need to target format-specific keywords. This type of targeting will significantly improve your B2B website’s topical authority.

#3 Incorporate AI Responsibly

Similar to 2023, Artificial intelligence will be the central theme in 2024. AI content writing software like Surfer, Growth Bar, Article Forge, and GPT-4 will continue to be popular choices for content creation. 

In fact, 2024 is likely to see more mediocre AI content than ever before. 

After all, there is no shortage of brands who view AI as a fast and easy method to generate content without needing experienced writers or content marketers leading the way. 

Don’t get us wrong: AI-powered tools can undoubtedly save time and boost productivity, but they don’t replace the value of the work humans contribute.

Even then, AI tools will set a higher standard for B2B SEO and content marketers in 2024. To stand out from the crowd of mass-produced content, B2B brands need to create content experiences that can counter the content created by AI generative tools. 

AI-generated or not, your work needs to captivate your target audience more than ever. Expect the need to see more videos, interactive elements, detailed content, and more personalization in B2B content. Not to mention the focus on thought leadership content, unique voices, insightful perspectives, and original research.

But don’t give up on AI altogether. After all, being an incredible piece of technology, AI has been shown to bring advantages to both SEO and content marketing. 

In a Semrush survey, 65% of businesses reported improved SEO performance with AI. 82% of companies saying they excel in SEO utilize AI content tools.

So, you can use SEO tools and AI-powered applications, such as AI Writer, Jasper AI, Grammarly, Surfer, etc., to assist your team by producing SEO-friendly keyword guides, generating content ideas that rank well, and even composing various stages of the content creation process. 

AI in B2B SEO: Unlocking Possibilities

  • Generate Ideas: Headlines and content ideas based on topics and keywords.
  • Keyword Management: Cluster and group keywords efficiently.
  • Draft Optimization: Tailor drafts for selected keywords.
  • Content Planning: Identify gaps and opportunities.
  • Interlinking Strategies: Uncover potential interlinking opportunities.
  • In-depth Research: Thorough topic research for comprehensive content.
  • Meta Tag Optimization: Optimize meta tags and essential elements.

Lastly, while AI is powerful, it doesn’t replace the necessity for additional data and in-depth research. Hence, brands will have to use it with other tools and human oversight. 

For instance, ChatGPT might not give real-time data on keywords or detailed insights into search intent. To fill the gaps, you need to combine AI tools with SEO tools and manual research for a complete approach to research, optimization, and B2B content creation.

In summary, B2B brands relying on AI for mediocre content won’t thrive. Successful ones use AI responsibly for impactful content that establishes them as thought leaders. 

While AI enhances efficiency, human qualities remain crucial. As barriers lower and tools proliferate, it’s the human touch that sets you apart.

So, use AI as an assistant rather than becoming overly dependent on it for B2B content creation. As you adeptly leverage technology, you’ll accelerate your B2B SEO efforts. By the time technology can handle the entire workload, you’ll be equipped to guide the AI in the right direction.

In 2023, Google introduced generative AI search through the Google Search Generative Experience (SGE). Currently, in beta, SGE is exclusively available to select users participating in the testing phase. However, a full rollout is anticipated sometime in 2024.

Google’s SGE aims to provide users with more personalized, conversational information directly in search results. It achieves this by using AI to include additional information, links, and content at the top of the results page from various data sources. 

Recognizing that users commonly ask follow-up questions, Google is adding interactive features to the new SGE results panel to accommodate this natural way of seeking information.

But how will SGE affect SEO?

First of all, SGE is an added feature on the regular Google search. It doesn’t pop up on its own with every search; instead, it’s in a separate box below the Google search bar. The results appear separately, though on top of the usual ones, only when users choose to use it. 

This means you should keep using your current B2B SEO techniques both on and off your website to maintain high positions in the organic search results on Google. Make sure that you get your keyword optimization and technical SEO right. 

It will help your B2B content appear in various Google special features such as text, rich snippets, image, and video results, as well as in features like “People Also Ask” and “Answer Boxes.”

However, it’s important to remember that the SGE SERP snapshots provide a ton of information. They’re even more detailed than Rich Snippets. So, people looking for quick answers to common questions might find what they need right on the search page without clicking on any search results. This makes it tougher to rank high for question-based keywords or those based on simple questions.

Thus, in 2024, expect that getting into the SGE results might become more important than aiming for a traditional top-five search result. Why? Because the snapshot provides better visibility, especially when it gives a complete answer to what the user is looking for. In such cases, people might not need to scroll down to find what they’re seeking.

To show up in the AI-generated snapshot, you’ll need to adjust some aspects of your B2B SEO strategy.

For instance, Google wants diverse information from various places. If you’re just repeating what’s already there and your page isn’t high-ranking, Google’s SGE may not mention you. 

So, copying existing content won’t help; bringing something new to the table will. Cover fresh facts, opinions, or data that Google’s AI can source for the AI-generated answer. 

Also, the easier your page is to understand, the better your shot at getting cited by Google. Hence, make the content simple by providing direct answers, using clear headings, and including comprehensive FAQs. 

For better chances with SGE, your content’s frequency of mentions matters. If your product is recommended across various top pages, it’s more likely to be suggested. In the future, how often others refer to your page will be crucial, so gather reviews and testimonials, collaborate with industry peers, and get press coverage – similar to legitimate link building

In a nutshell, for businesses like yours, SEO is still a big deal. But with Google’s SGE in the picture, we need to up our game and be more strategic about it.

#5 Address Conversational Voice Searches

Voice search is becoming increasingly popular among search engine users. The number of voice assistants in use was 4.2 billion in 2020. By 2024, this number will double. People are using voice searches in a variety of ways, including online searches. This makes voice searches crucial for B2B SEO.

With the rise in smart speaker sales, Google is prioritizing voice search. Unlike brief typed queries, voice searches involve users speaking out complete phrases. 

For instance, while typing, a user might write: “B2B SEO Strategies in 2024.” In a voice search, they’d say: “Hey Google, what are the key B2B SEO strategies for 2024?”

Thus, besides search keywords, it will be crucial to focus on conversational phrases used in voice searches. Most of these will be long-tail keywords and questions. Optimizing your content for this B2B SEO trend will pay dividends in the long run. 

You might notice that the search volume for these keywords may be low. But, so would be the competition. Which means you can swoop in and win an audience without too much effort. Such search phrases are an ideal addition to both blog pages and landing pages.

Use keyword research tools to identify voice search phrases effectively. Enhance your content by integrating these keywords into an FAQ section, recognizing that voice searches often take the form of questions. Opt for natural language and offer precise answers in these sections. Additionally, optimizing for voice search may enhance your chances of ranking for specific SERP features.

#6 Optimize Content for SERP Features

In 2024, Google’s diversified search results offer B2B brands more opportunities to dominate SERP real estate.

According to the SEMRush sensor data, most Google searches result in one or more SERP features. Optimizing pages for SERP features was one of the most important B2B SEO trends for 2023 and continues to hold significance for B2B SEO in 2024.

As more people find answers directly in search results, the demand for more specific and tailored information and, thus, the use of zero-click search is increasing.

This shift underscores the importance of creating content tailored to hyper-local audiences and community interests, urging B2B marketers to integrate niche content in 2024. 

Also, as we said earlier, brands should cover all bases with their content – creating and sharing it in different forms and on various platforms. This way, they have a much greater chance of showing up in the SERPs for a wide range of queries. 

Some of the most important SERP features to consider for B2B SEO include are—

  • Featured snippets
  • Top and bottom ads
  • Instant answers
  • ‘People also ask’ boxes
  • Featured videos
  • Image packs
  • Reviews
  • Knowledge panels
  • Site links
  • Top stories
  • Twitter cards

Note: The Semrush Sensor score may change throughout the day as it updates periodically.

Each of these featured snippets has a unique format. You need to either develop new content or alter your existing content to become eligible for any of these features. 

They also answer different search intents. You can use insights from keyword research to identify the SERP feature to target. Then, you should create relevant content for the SERP feature.

For example, you need to optimize visual content to target “Carousel,” an FAQ section to target the “People Also Ask” snippet, and Google Business Listing to target the “Local Packs” section. You can also target multiple SERP features with a single web page. You can divide the web page into different sections. Each section should adhere to the targeted SERP feature’s format.

#7 Optimize Content for Entity SEO

An entity is something that is “unique, singular, distinguishable, and well-defined.” That’s what Google said. Entity SEO refers to optimizing your website or web pages to rank for certain “entities” based on context. The concept is similar to topical authority criteria, but it operates on a deeper level.

These entities can be brand names, locations, events, ideas, etc. Google uses context to understand which entities a user wants to find using a keyword. Google identifies the context based on knowledge graphs.

Let’s understand this with an example. If someone searches for “apple”, Google will show different results to different people based on contextual clues. If most of your earlier searches were concerning health and food, you will get results about apples, the fruit. However, if a bulk of your searches are about the iPhone, you will get results about Apple, the tech company.

Instead of just using the keywords, Google uses several clues to provide context for the searches. Entities have also risen in prominence among B2B SEO trends owing to voice searches. It helps the search engine provide relevant results for natural language searches as well.

#8 Establish E.E.A.T.

Google’s guidelines specifically state that you need to establish your website’s “Expertise”, “Authority”, and “Trust” (E.A.T.) through internal and external signals. This is not merely a B2B SEO trend, but an established norm for ranking on Google. In December 2022, Google added another E to this norm for “Experience”.

Google analyzes E.E.A.T. signals at various levels such as content, author, publisher, website, and third-party validation. Then Google cross-references these signals based on knowledge graphs (explained above).

For instance, if you have linked the author’s LinkedIn profile with the article. Google will check whether the person has the credentials to provide information on the subject. Google will also check other content created by that author to validate their topical authority.

For your B2B SEO, you need to keep the following points in mind to generate the right E.E.A.T. signals:

  1. Create useful content that produces value for the reader.
  2. Offer expert-level insights beyond surface-level discussions.
  3. Ensure that the author has firsthand knowledge and experience on the topic.
  4. Build topical authority by creating extensive content on a subject.
  5. Provide external links to credible sources.
  6. Generate backlinks from relevant and credible sources.
  7. Secure your website with HTTPS.
  8. Create a positive user experience that encourages social sharing.

Despite being one of the latest trends in SEO for B2B websites, it still adheres to the fundamental practices. This update in E.E.A.T. signals benefits those who consistently produce quality content based on valid research.

A Quick Summary

These B2B SEO trends might influence several aspects of your strategy. You will not only need to create more content but also diversify the formats of delivery. Fortunately, you can get help from AI to help you meet your content goals.

Including SERP features in the B2B SEO strategy can help you outrank many competitors who are holding the first position. It can be the difference maker for small businesses and start-ups.

Certain practices remain unaffected by the latest trends in SEO for B2B websites. You still need to create high-quality content to improve your ranking. This is likely to remain the norm for many years to come and should be the foundation upon which you can build your B2B SEO campaigns.Or we can do it for you. All of it. A high rank, quality content, consistent organic traffic, B2B digital PR, and more.

Image sources: Semrush, Marketing Charts, PWC, Semrush Sensor, Ahrefs.

Pratik Dholakiya

Pratik Dholakiya is the Founder of Growfusely, a SaaS content marketing agency specializing in content and data-driven SEO.

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