SEO Trends And What They Mean For B2B Companies In 2022
B2B SEO has always been cunning, and advertisers need to stay focused to get the latest styles. Ignorance can lead to loss of levels, and in the B2B sphere, where the smart track is very difficult to seduce, the impact on your bottom line can be weak. In this article, I will explore the latest trends in the SEO industry and how B2B marketers should respond.
1. The Page Experience Update
Google has always had a penchant to provide good information to users. And on June 16, 2021, it launched a page experience update, a new set of webmasters’ guidelines emphasizing:
??Web Highlights:?Components of viewing, uploading and interaction components
??No disruptive interstitials:?Access to page content
??Mobile Friendships:?What happens on the mobile users’ page
??HTTPS:?Secure pages using encryption
B2B advertisers may need to adjust their budget in order to focus more on expanding these areas. Not only will it affect your standards, but it can also directly affect B2B customer purchasing decisions.
Remember, B2B buyers research by digging a few pages of content. They need complete articles, detailed product comparisons and downloadable reports. Without a pure user experience, you will end up interrupting their research.
2. E-A-T And YMYL
Indirect information is everywhere in the present. Although people appreciate being given easy access to information, they need reassurance. They need confirmation that what is in front of them is accurate, accurate, and from the authoritative source — as well as the search engines.
E-A-T means technology, authority and trust. These are the guidelines Google uses in its Search Quality Assurance Guidelines. It has created a paradigm shift in the SEO landscape back in 2019 and is still a big thing in 2022.
Basically, sources need to prove they are reliable professionals and trustworthy sources in their niche. While E-A-T may not be a quality factor, it is important for B2B businesses that require high levels of search engine optimization.
Here are some B2B brand techniques that they can use to make their website better with E-A-T in mind:
? Include signals of trust such as authorizations and certificates
? Make your business contact details easily accessible
? Use HTTPS
? Name and link to authorized sources whenever quoting data
? Publish clear privacy policies and terms of use
With regard to E-A-T, Google now recommends webmasters submit URLs to index pages in the “title” schemes. This will allow users, as well as search engine searchers, to re-verify that they are getting information from real professionals.
Meanwhile, YMYL stands for “your money, your life.” Refers to local websites that can have a significant impact on a person’s health in terms of health, safety, financial stability and happiness. B2B companies that touch on these topics need to raise their standards in order to achieve higher standards and better visibility.
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Examples of YMYL titles:
? Stock trading and investment
? Law and security
? Health and safety
? Medication and treatment
? Loans and loans
3. SERP Marketing
Searching for and finding the Google homepage is easy. But for some users, self-expression is not easy enough, and Google listens.
Over time, Google has been busy — optimizing its platform to provide useful information from the search engine results page (SERP). Captions included as information panels, graphs, Frequently Asked Questions and carousels — also known as “zero zones” —may remove the reason for users to click on the actual results.
When you think about it, Google actually steals traffic by keeping users in the SERP while using content from websites explicitly. On the other hand, zero-level local websites experience faster exposure and improved brand authority.
SERP marketing involves processes that facilitate the placement of rich captions. B2B products, in particular, need to provide information as seamlessly and efficiently as possible.
4. No More Third-Party Cookies
While helpful for providing customizations to users, third-party cookies may be viewed as bizarre. They also cause a lot of uncertainty for people who do not feel comfortable with companies tracking their online activities.
For people who use Firefox or Safari, there is nothing to worry about. These browsers have been blocking cookies for years. However, the effects of the digital marketing world were not heard — until Google Chrome, the most popular web browser, followed suit.
Google has officially announced that Chrome will no longer support third-party cookies by the end of 2023, and it has no plans to change cookies for any similar tracking technology.
Now, here is the thing for B2B companies: you will need to restart your life and paid marketing efforts without relying on third-party tracking. A good step is to create your own “data hub” with first-person information collected from your audience. This involves identifying your target audience, defining key metrics to be collected and finding tools that allow you to monitor them.
5. Mobile-First Indexing Is Still A Priority
In 2019, Google launched the first mobile phone update. Introduces one important change in the layout and rank of SEO: Instead of prioritizing desktop pages, Google’s search engine began looking at the mobile version of those pages first. Despite living for years, most B2B agencies — especially small businesses — are not fully equipped with a cell phone. And with more internet traffic coming from mobile devices than ever before, mobile SEO is something they need to revisit in order to maintain consistency this year.
Conclusion
B2B SEO, without a doubt, is a challenging issue. In addition to months-long work — website development and building links — B2B products also need to keep up with the latest trends and strategies. Focusing on the above trends will give your B2B agency a start. Just remember that SEO is a long game. Although following trends to stay relevant in the short term is important, you should still be willing to adapt to changes and search algorithm updates as they occur.