The digital landscape for B2B marketing has seen a significant transformation in the past few years, driven by the changing behaviors of B2B buyers and the rapid evolution of search technologies. As potential clients become more informed and self-sufficient, B2B companies must adapt their SEO strategies to remain competitive. Voice search, artificial intelligence, and the increasing reliance on content for decision-making have redefined how B2B marketers approach digital visibility. This article explores the key findings and strategies outlined in recent industry reports and thought leadership, focusing on how B2B businesses can refine their SEO efforts to meet the demands of 2019 and beyond.
The Changing Role of B2B Buyers and Search Behavior
Modern B2B buyers are more empowered than ever before. According to available data, 93% of online experiences begin with a search engine, and 57% of B2B marketers report that SEO generates more leads than any other marketing initiative. This shift underscores the importance of a well-optimized digital presence for B2B companies. However, the way buyers interact with search engines is changing rapidly. Voice search, which accounted for nearly a third of all Google searches in 2019, is expected to represent half of all searches by 2020. This change necessitates a shift in keyword strategy, with a focus on long-tail and conversational keywords that reflect the way people naturally ask questions.
In addition to voice search, B2B buyers are consuming more content before engaging with a sales representative. On average, 47% of consumers view 3–5 pieces of content before talking to a salesperson. This behavior highlights the growing importance of content marketing in B2B SEO strategies. Successful B2B marketers are prioritizing audience needs, documented strategies, and technology proficiency, while emphasizing the importance of credibility and audience research.
Shifting Focus from Old-School SEO Tactics
Traditional SEO tactics such as keyword stuffing, link-building, and excessive social media sharing have lost their effectiveness. Many B2B companies have fallen into the trap of producing low-quality, keyword-stuffed content that fails to engage or inform the reader. However, 72% of online marketers describe content creation as their most effective SEO tactic. This shift indicates that high-quality, relevant content that answers user questions is becoming the cornerstone of successful B2B SEO strategies.
B2B marketers are advised to spend more time on strategic content creation, including building a content calendar, using Google’s suggested terms, and creating video content to enhance engagement. Conversely, less time should be spent on outdated strategies such as using keyword research tools or attempting to “game” search engines. The focus should be on delivering value to the industry and improving the user experience, rather than chasing short-term algorithmic advantages.
The Rise of Voice Search and Conversational Keywords
With the rise of voice-activated devices and virtual assistants, B2B marketers must adapt their keyword strategies to reflect the conversational nature of voice search. Unlike traditional text-based searches, voice searches often take the form of full questions. For example, instead of searching for “B2B SEO strategies,” users may ask, “What are the best B2B SEO strategies for 2019?”
This change in search behavior requires B2B marketers to incorporate long-tail keywords and question-based content into their SEO strategies. By focusing on these conversational queries, B2B companies can better align their content with the intent of the searcher, increasing the likelihood of appearing in relevant search results.
The Importance of Content Quality and Relevance
Creating high-quality, relevant content is essential for B2B SEO success. In 2019, the emphasis is no longer on the quantity of content but on its quality and relevance to the target audience. B2B marketers are encouraged to use Google’s suggested terms to identify the most relevant topics and to develop content that provides real value to the reader.
Content calendars are also becoming an essential tool for B2B marketers. By planning content in advance, businesses can ensure a consistent flow of high-quality content that aligns with their SEO goals. Additionally, incorporating video content into the content strategy can help improve engagement and provide an alternative format for delivering information to potential clients.
Addressing the Limitations of Social Media and Link-Building
While social media was once a powerful tool for driving traffic to websites, its effectiveness has diminished in recent years. B2B marketers are advised to reduce the amount of time spent on social media and instead focus on more impactful SEO strategies. This includes improving the user experience on their websites, adding value to the industry through thought leadership, and creating content that directly addresses the needs of their target audience.
Link-building, another traditional SEO tactic, has also lost its effectiveness for many B2B companies. Attempts to manipulate Google’s ranking algorithm are no longer viable, as the search engine has become more sophisticated in identifying and prioritizing high-quality, relevant content. B2B marketers should instead focus on building a strong content foundation that naturally attracts backlinks from reputable sources.
The Role of Content Marketing in B2B SEO
Content marketing has emerged as one of the most effective strategies for B2B SEO in 2019. Successful B2B marketers prioritize audience needs, possess documented strategies, and have advanced technology proficiency. These companies understand the importance of credibility and effective audience research, which allows them to create content that resonates with their target market.
In addition to creating content that answers user questions, B2B marketers should also consider the broader customer journey. By developing content that supports different stages of the buyer’s journey, from initial awareness to final decision-making, businesses can improve their SEO performance and drive more qualified leads.
The Future of B2B SEO: Personalization and Integration
As B2B SEO continues to evolve, the integration of sales and marketing teams is becoming increasingly important. The traditional silos between these departments are breaking down, as the buyer journey becomes more complex and less linear. B2B companies that align their SEO strategies with sales processes can create a more cohesive and effective approach to lead generation and customer acquisition.
In the future, SEO strategies will need to incorporate advanced personalization techniques. This includes dynamic content optimization based on user behavior, industry-specific content variations, and role-based messaging. These strategies require sophisticated content management systems and marketing automation platforms that can deliver personalized experiences at scale.
The rise of first-party data is also becoming a critical factor in B2B SEO. As third-party cookies disappear and privacy regulations tighten, B2B companies must find new ways to collect and utilize data to create personalized search experiences. Businesses that can effectively leverage first-party data will have a significant competitive advantage in the evolving B2B SEO landscape.
Conclusion
The B2B SEO landscape in 2019 is marked by significant changes in buyer behavior, search technology, and content consumption patterns. B2B marketers must adapt their strategies to remain competitive in this evolving environment. By focusing on high-quality, relevant content, leveraging voice search and conversational keywords, and aligning their SEO efforts with sales processes, B2B companies can improve their digital visibility and generate more qualified leads.
The shift away from outdated SEO tactics and the growing importance of content marketing highlight the need for a more strategic and audience-focused approach to B2B SEO. As the digital landscape continues to evolve, businesses that prioritize audience needs, technology proficiency, and credibility will be best positioned to succeed in the B2B SEO space.