Recently, Sam Sebastian, Director of Local and B2B markets for Google, sat down with CMI to answer some questions about Google, B2B marketers, and the future of search. I wanted to provide our readers with a refresher to ensure you are setting yourselves up for success when playing with the giant search elephant in the room.
Fundamental SEO Initiatives B2B Marketers Should Focus on:
• Go mobile: Mobile search and browsing in B2B is rapidly increasing due to high-end smartphone devices; according to emarketer, in 2016, a quarter of the world will be using location based services. Mobile optimized sites and content are key.
Learn more about mobile optimized websites
• Include relevant keywords in your copy: This is a no-brainer, but often forgotten when trying to get content out the door quickly. In addition, don’t write web copy or blogs that are “inside out,” meaning- don’t write in the same manner in which you speak internally about your products, services, etc. Identifying your customer persona and keyword search behavior is key. Steady and thoughtful wins the race here.
• Be Smart about your tags/site architecture: Not all site visitors are created equal- but most are pretty intuitive. Make sure your site architecture is as well. Also, optimize with unique title tags and meta descriptions.
• Do something cool: No, don’t put your boss in a dunk-tank (although tempting, I know). Build out “an arsenal,” as Sebastian states, of great content, with informative videos, imagery, and insights.
Trending: The Visual Web is on the rise. Are you there yet?
• Be social: You have great content- get your customers, advocates, and loyalist to share relevant, insightful, and most importantly- useful content.
• Sign up for email from Google Webmaster Tools/Webmaster YouTube Channel: Sign up for Webmaster alerts and tutorials to keep on top of potential issues with your site. There are a ton of valuable 2 minute videos; up-skill your content marketing team and you will reap the benefits.
While this all may seem logical, there is a delicate balance between quality of content and the quality- especially through the lens of local and B2B content marketing. Sebastian elaborates, “Both are important and can vary be the type of content considered. For professions seeking knowledge, original/quality content such as research, in-depth reports, thoughtful analysis and so on will go a long way in achieving a better ranking.”
Recent SEO and Content Marketing Insights:
Read: 5 Actionable Content Marketing Tactics to Improve Your SEO
Download: Mobile Marketing SEO & Visibility: Why You Should Care
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