Search is one of the important lynchpins to online marketing. Here are 10 considerations that you should be making on your marketing journey to B2B SEO success in 2019.
It’s All about EAT (Expertise, Authority and Trustworthiness)
Google has a huge team of human contractors (Google Quality Raters) checking web pages against queries to ensure good content ranks well and low quality, spammy content doesn’t. It provides these raters with a detailed set of instructions so make sure that you are abiding to their guidelines.
Remember also to demonstrate EAT beyond your own webpages.
Google Focuses on Authority
Users should be able to instantly tell the content is from a reputable source. While you don’t need an author bio for every page (for example, product pages), but your 'About' page should talk about the EAT of your authors.
It’s “Money or your Life”
Google classes YMYL (‘your money or your life’) sites as those that could affect a user’s health, happiness or financial stability, and holds them to a higher standard of quality. It is therefore vital that you keep readers updated with the latest news if your content fits this profile.
Natural Paid Links in B2B SEO
We always hear how paid-for links are bad, but links which have a barrier to entry can add credibility. For example, you must pay to become a member of a chamber of commerce, but they will still vet the sites they link to for quality, so payment does not automatically guarantee a link.
Utilise Seed Sites
Authoritative sites are more likely to obtain links from trusted seed sites, such as universities and government organisations, and national and international press sites with high readerships. Make your site stand out and become a voice for your industry.
The Circle of Trust
Look at your competitors and pay attention to their backlinks. Are they getting more links from reputable sites? Do they have more authority? Are you in the ‘circle of trust’? This is something to focus on in 2019 or risk falling behind.
Match Content to Searcher Intent
Google can now identify the context and intent behind each search, and return specific, personalised results. Check your queries in Google Search Console. If they don't match the content you have on your site, this can cause quality issues.
Google is cracking down on sites that mislead the public. Ensure you have the best possible user experience (UX) by optimising your content to make sure it is highly relevant.
Speakable (the use of voice to say your keywords) mark-up is already available in the US and will roll out globally over the next few months so making sure you are ready to optimise for voice search is a must.
27% of all searches across ten major properties are for images and with Google beginning to roll out the ability to search Google Image results on mobile, it’s time to get savvy about optimising your images.
Authority has been there for some time now in B2B SEO. However much traffic your B2B SEO strategy gets you converting them to Leads then Customers is the end goal. So, this evergreen eBook should be in your filing cabinet to ensure you continue to carry out the right strategies>>>