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.
Aside from targeting various audiences, using different content can improve your B2B SEO 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.
Using different content formats, you can cover the same topic from different angles and make the most of the research on one subject.
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.
#2 Optimize Visual Content
Among all content formats, visual content yields admirable results in B2B marketing. It is second only to blogs in terms of effectiveness at different stages of the sales funnel. This factor contributes to the popularity of visual content formats among B2B trends in SEO in 2022.
Infographics and videos have proven even more effective for middle-funnel targeting than blogs. You can effectively use these insights to guide your B2B SEO campaign. As mentioned above, you can convert many of your blogs into videos and infographics.
Another advantage of visual content is that you can use it in many ways. You can post the videos on YouTube and use embedded links in relevant blog posts. For instance, guest blogs, and social media, post them in your website’s blogs as well as guest blogs.
The most important thing to remember for B2B SEO is that you need to optimize the visual 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
In 2023, you can easily create a lot of content using AI content generation software. Some of the most popular ones are Surfer, Growth Bar, Article Forge, and GPT-4. These AI bots can fill your website with loads of content. But how would that affect your B2B SEO?
In August 2022, Google released its Helpful Content Update, which briefly talks about auto-generated content. Spoiler alert! — it has bad news for AI content. The update states that Google will prioritize user-focused content rather than search engine-focused content. So using automation to produce content would not help your B2B SEO.
But don’t give up on AI altogether. After all, it is an incredible piece of technology. You can still use it to speed up certain parts of B2B SEO efforts. This includes content research, keyword research, ideation, and so on.
You should use AI to assist you instead of becoming dependent on it for B2B content creation. As you get better at using the technology, you can get more work done and speed up your B2B SEO efforts. By the time technology advances enough to handle the entire workload, you will be well-equipped to provide the right direction for the AI.
#4 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.
Alongside search keywords, you also need to target conversational phrases that people use for voice searches. You can use these keyword research tools to identify voice search phrases. 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.
The search volume may be low for these keywords. But, so would be the competition. This would allow you to swoop in and win an audience without too much effort. Such search phrases are an ideal addition to both blog pages and landing pages.
You can incorporate voice search keywords into existing content by creating an FAQ section as most voice searches are in form of a question or a demand. In these sections, use natural language and provide precise answers. These sections may also help you rank for certain SERP features.
#5 Optimize Content for SERP Features
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 trends in SEO for 2022 and continues to hold significance for B2B SEO in 2023.
You need to either develop new content or alter your existing content to become eligible for any of these features. Some of the most important SERP features to consider for B2B SEO include featured snippets, instant answers, people also ask, featured videos, image packs, reviews, knowledge panels, site links, and top stories.
Each of these featured snippets has a unique format. 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.
#6 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.
#7 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:
Create useful content that generates value for the reader.
Ensure that the author has proven experience on the topic.
Build topical authority by creating extensive content on a subject.
Provide external links to credible sources.
Generate backlinks from relevant and credible sources.
Secure your website with HTTPS.
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.
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