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How to Perform an Effective B2B Competitor Analysis
September 5, 2024
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"Search engine optimization is dead"
"AI is taking over content!"
"Backlinks don't work anymore!"
Far too many assumptions are guised as SEO predictions on the internet these days. Search engine algorithms and consumer behavior always dictate SEO trends. With the recent changes in Google's algorithm (the most popular search engine), most marketers are scrambling to make sense of terms like SGE, and MUM- trying to figure out the best course of action for 2024. And the contradictory opinions available on the internet aren't making it easier.
If you identify with this issue, you've come to the right place. We've analyzed the leaked Google Search API, expert opinions, and shift in consumer behavior to identify the latest SEO trends to follow in 2024. Now that we've set the stage, let's dive into the captivating B2B SEO trends for 2024 that will help you stay ahead of the curve.
B2B (business-to-business) SEO refers to the search engine optimization strategies specifically designed to improve the online visibility and search engine rankings of businesses that cater to other businesses. As the digital landscape evolves, new trends emerge to enhance the effectiveness of B2B SEO efforts. Here are 11 B2B SEO trends that have gained prominence:
The release of Gemini (Google's latest search algorithm) has significantly impacted search engine rankings. Gemini prioritizes search intent over keywords, and hence it does a better job at understanding context as compared to its predecessors.
Keeping this in mind, B2B marketers need to create content that addresses their target audience's search intent and answers their queries. So, before optimizing for keywords, ask these questions:
Once you know what your audience is trying to get from a given query, you can curate content to address their queries.
Say for example a user searches for "best project management tools". They're hoping to see a comparison of popular tools that help them decide which one to use. Instead, they click on a search result and see an article talking about a specific tool and its benefits.
A mismatch between search intent and your page content will likely lead users to abandon this page and search elsewhere. This behavior signals to Google that your page isn't relevant to the search query, and it will likely lower your search engine rankings.
To understand search intent, conduct a comprehensive SERP analysis. By examining the top-ranking pages, you can glean valuable insights into the most effective content format and focus. Additionally, analyze featured snippets to see if users are seeking definitions, comparisons, or visual results. This intel will equip you to optimize your content to perfectly align with the user's search intent, boosting your ranking and engagement potential.
SEO isn't just about the content on your website anymore. Google's algorithms are becoming increasingly sophisticated at understanding how users interact with your pages. This means that user engagement metrics like:
play a crucial role in your SEO success. By monitoring these metrics and analyzing user behavior, you can identify areas for improvement and optimize your pages to keep visitors engaged and satisfied.
The SEO landscape is expanding beyond the confines of your website. Google now considers how users perceive your brand across the entire web. This includes things like:
A positive online reputation can significantly boost your SEO efforts, while negative sentiment might lead to penalties. Therefore, building a strong brand reputation and fostering positive user experiences becomes crucial for long-term SEO success.
More and more users are becoming skeptical of search engine results. As SEO experts and content marketers, we're guilty of causing this shift. Whether it is programmatic SEO strategies, publishing rephrased versions of top-ranking articles, or the extensive use of bland AI-generated content- we're the reason users are left wanting more. As a result, Google's E-E-A-T principle (Expertise, Authoritativeness, and Trustworthiness) is taking center stage in 2024.
How to align your content and SEO strategy with Google's E-E-A-T principles:
Adding author pages and bios can help create a strong connection with your readers and help you rank higher. While author pages and bios themselves aren't confirmed direct ranking factors according to Google's John Mueller, they can still play a valuable role in your website's E-A-T (Expertise, Authoritativeness, and Trustworthiness). Here's why:
Google wants to surface content from credible sources. Author pages and bios that showcase the writer's experience and knowledge demonstrate your website's expertise in a particular field.
Sharing personal experiences and insights can make your content more relatable and engaging for readers. This can lead to increased user time on site and lower bounce rates, which are positive signals for Google's algorithm.
E-E-A-T starts with showcasing your expertise. This is achieved by creating well-researched, accurate, and valuable content. Leverage interviews with Subject Matter Experts (SMEs) within your industry to gain unique insights. Back up your claims with links to credible sources like verified studies, original research papers, and reputable publications.
Pro Tip: If you're struggling with SME interviews, here are some great tips from Ankit Vora, an experienced content marketer-
https://www.linkedin.com/posts/freelancerankit_googleads-journorequest-smeinputs-activity-7196083171635916802-snTC?utm_source=share&utm_medium=member_desktop (couldn't upload screenshot)
Next comes authority, which hinges on establishing yourself as a thought leader within your niche. Focus on building topic clusters – groups of interlinked content that comprehensively address a central theme. By targeting relevant keywords and creating content that explores various aspects of your chosen topic, you demonstrate in-depth knowledge and authority.
Collaborating with industry influencers, partners, or clients on content creation can help B2B marketers expand their reach, generate valuable backlinks, and improve their authority.
According to a report by the Content Marketing Institute, 92% of marketers believe that their organization views content as a business asset, making collaboration an essential part of their marketing strategy. A few examples of collaborative content include webinars, guest posts, and joint research reports.
Trust is the final pillar of E-A-T. Google's recent partnership with Reddit highlights the growing importance of user-generated content and first-hand experiences. Consider incorporating elements of first-hand experience into your long-form content. This could involve user testimonials, case studies, or even referencing industry forums and discussions. By replicating the authenticity users seek online, you build trust and signal to Google the value your content offers.
With more than 1 billion voice searches taking place monthly, optimizing content for voice search results is one SEO trend in 2024 that you must follow.
To cater to voice queries, focus on long-tail keywords, conversational language, and structure content in a Q&A format.
For instance, a user typing a search query might type “B2B SEO trends in 2024”. But when using voice search, the user may ask, “what are the latest B2B SEO trends in 2024?”. So, optimizing content for long-tail keywords is essential.
MUM excels at handling complex search queries that might involve multiple steps or require information from various sources. Traditionally, such queries might take search engine users several searches to answer. MUM aims to understand the underlying intent and provide a more comprehensive answer on a single SERP (Search Engine Results Page).
Prior SEO primarily focused on analyzing textual content. MUM breaks away from this by understanding visual and audio information as well. This means images, videos, and podcasts can now be analyzed for relevance to search queries, potentially impacting how multimedia content is ranked.
Let’s take an example by Google to understand MUM better.
Consider this scenario.
A user hiked Mt. Adams and wants to hike Mt. Fuji next autumn. They want to know how to prepare differently. Currently, Google can help the searcher, but that would take a few thoughtfully framed questions about mountain elevation, temperature, hiking challenges, preparation, the right gear, and more. In short, the user can get a clear picture after a few searches.
But with the MUM update, the searcher can ask only one question - “I hiked Mt. Adams, and I want to hike Mt. Fuji next fall. What should I do differently to prepare? This one question will be enough for MUM to answer all the user queries covering all aspects.
The introduction of Google's Search Generative Experience (SGE) in 2023 and the continued rise of no-click searches have significantly impacted the way SEO needs to be approached in 2024:
SGE is an AI-powered feature that directly addresses user queries within the Search Engine Results Page (SERP) itself. Instead of just displaying links, SGE generates a conversational summary that incorporates information from various sources on the first page. This can include definitions, explanations, or even comparisons, depending on the search intent.
Similarly, no-click searches occur when a user finds the answer to their query directly on the SERP, without needing to click through to a website. This can include using features like:
Since these updates provide direct answers, search engine users might not need to click through to individual websites. This could lead to a decrease in organic traffic for some websites, particularly those targeting informational queries that SGE can answer concisely.
Remember the long-form content strategies that dominated SEO a decade ago, championed by industry leaders like HubSpot and Neil Patel? While highly effective then, those tactics need an overhaul in today's landscape dominated by Google's Search Generative Experience (SGE) and the rise of no-click searches. They might seem like SEO killers, directly answering user queries on the SERP itself and potentially decreasing clicks to your website. However, the game isn't over. Here's why:
We've discussed user signals, which heavily influence SEO ranking. One key driver of positive user signals is a strong user experience (UX). Here's how UX and SEO intertwine:
Introduced in 2021, Core Web Vitals is a set of metrics (Largest Contentful Paint, Interaction to Next Paint, Cumulative Layout Shift) that Google uses to assess your website's user experience. A good user experience, as measured by Core Web Vitals, can positively impact your SEO ranking.
Largest Contentful Paint (LCP) - LCP is the time taken to render the largest content element visible on the page right from when the user requests the URL. These elements often include videos, images, or text blocks. According to Google, the ideal LCP is 2.5 seconds or less.
Interaction to Next Paint (INP): (Previously First Input Delay - FID) This metric measures the entire duration of user interaction, including the time it takes for the browser to acknowledge the interaction (similar to FID), process any event handlers, and finally repaint the affected area of the screen and visually respond to the user. INP provides a more comprehensive picture of user experience compared to FID. The ideal INP for a website should be 100 milliseconds or less.
Cumulative layout shift (CLS) - CLS refers to unexpected layout shifts during page loading. Suppose a user has been reading a page for some time, and the page shifts suddenly because of slow-loading elements. This can largely impact your CLS score.
Longer content produces higher search rankings. A study by Sweor suggests that longer content dominates the first page of the search rankings. The study involved a run-through of the content length of the top 10 search engine results.
The first result had 2416 words, and the 10th one had 2032 words. So, long-form content, typically over 2,000 words, can be considered significant for rankings as it allows for more in-depth coverage of topics and adds value to the audience.
Following the B2B SEO trends in 2024, marketers should create more in-depth content like comprehensive guides, whitepapers, and case studies to establish authority and improve search rankings.
Engaging long-form content keeps users on your website for longer, increasing dwell time and engagement. This provides valuable opportunities to capture leads through strategically placed CTAs (calls to action) or contact forms.
Inclusivity and diversity are other aspects of the B2B SEO trends that content marketers should care about. In a 2019 survey, it was found that 64% of the respondents took some action after seeing an ad they considered as inclusive or diverse.
Creating content that appeals to a diverse audience for B2B SEO is necessary. Marketers should use inclusive language and imagery, address the needs of various industries and roles, and ensure their content is accessible to people with disabilities.
For example, Microsoft uses in-depth storytelling to highlight its initiatives like Inner-City Computer Stars. This program provides young adults from low-income communities with the tools to build the technical and leadership skills required for a technical career. Similarly, the #YouBelongHere campaign by TE Connectivity showcases their worldwide staff with diverse experiences and backgrounds.
As I've mentioned before, Google considers how users perceive the brand across channels. Having good online reputation and quality content across channels can significantly boost your SEO rankings. This is another B2B SEO trend that marketers must watch out for. B2B marketers should integrate their B2B SEO strategy with digital marketing channels like social media, email, and paid advertising, to provide a consistent brand experience and reinforce their messaging across platforms.
Infact, 97% marketers rely on LinkedIn B2B lead generation to build brand awareness, while 87% say email marketing is the most effective content marketing strategy. This is because different types of audience prefer different channels. Younger generations prefer using social media platforms like Instagram to interact with their favorite brands. Which is why consumer brands like Wendy's and Duolingo are active on such channels. Whereas older generations prefer email communication, which is why companies like New York Times and MasterCard heavily rely on email marketing.
Using omnichannel marketing tactics can ensure B2B companies reach out to several potential customers. Integrating B2B SEO tools, live chat, email software, and other solutions can help you build an effective omnichannel strategy.
According to the latest B2B SEO Statistics, 60.67% of all web traffic came through mobile phones.
With most searches occurring on mobile devices, B2B marketers must ensure their websites are optimized for mobile-first indexing. This involves having a responsive design, optimizing images, and ensuring content is easily navigable on smaller screens.
However, note that the mobile-first index is about convenience when satisfying user intent. It is not only about user-friendliness.
Consider questions like,
Now, answer these by adding phrases on mobile devices, desktops, and more.
In 2022, 87% of consumers used Google to find local businesses, compared to 81% in 2021. So, B2B marketers must focus on local SEO to enhance their B2B performance marketing efforts.
For businesses catering to local clients, B2B marketers should optimize their Google My Business listings, target location-specific keywords, and collect positive reviews to improve local search visibility.
Unlock your B2B SaaS potential with expert SEO strategies
Staying up-to-date with B2B SEO trends is crucial for businesses to maintain a competitive edge in the digital landscape. Search engines like Google continually update and refine their algorithms to provide the best user experience and most relevant search results. By keeping up with the latest SEO trends, you can:
Improve Search Rankings - Adhering to the latest SEO best practices helps ensure that your website and content remain relevant, authoritative, and optimized for search engines. This can lead to improved search rankings and increased visibility for your brand.
Enhance User Experience - Several B2B SEO trends focus on providing a better user experience (UX), such as page speed, mobile optimization, and content quality. By staying current with these trends, you can create a more seamless experience for your website visitors, leading to higher engagement and conversion rates.
Adapt to Algorithm Updates - Search engine algorithms continually evolve, and not keeping up with these changes can negatively impact your search rankings. By staying informed about SEO trends, you can quickly adapt to algorithm updates and maintain or improve your search performance.
TripleDart believes in staying up-to-date with the latest B2B SEO trends. As a B2B SEO agency, we have domain expertise and understand how SEO impacts a business at different stages of their growth journey. We've leveraged tailored SEO strategies to achieve varied business goals for our clients-
We help businesses comply with the evolving SEO algorithms and help them achieve their business goals with the right content and SEO strategies. Looking to revamp your SEO strategy? Book a call with us now!
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