Effective SEO strategies are built on a solid foundation of user-centric content. And when professionals can create in-depth, informative copy that addresses user needs, eliminates friction, and demonstrates expertise, they can significantly improve search rankings. However, SEO is becoming increasingly difficult due to low search volume for niche keywords, technical challenges, and a competitive environment.
At B2B Marketing Exchange East 2024, Laura Lee, Director of Audience Development at EVG Media, and Jessica Woodside, Director of Marketing at WIKA USA, will share the stage to discuss the changes they have seen in search strategies over the course of their 10+ year partnership.
During “If You Build It, They Will Come: Use Content and SEO Strategies to Turn Your Website into a Lead Gen Machine,” the duo will talk about what makes a successful B2B content marketing strategy, the unique challenges that exist in this space, and how to build a great partnership between a brand and an agency. While you’ll have to wait until #B2BMX East—which takes place October 1-3 in Alpharetta, Georgia—to hear all of their insights, Lee and Woodside sat down with the Demand Gen Report Team to preview their session.
DGR: What steps can marketers take to identify and fix the gaps in their SEO strategies?
Lee and Woodside: Identifying gaps in your SEO strategy requires a comprehensive assessment of your current efforts and comparison to industry benchmarks. A holistic approach should include paid, owned and earned media channels, but the specific tactics you implement will depend on your available resources and priorities.
By analyzing your competitors’ strategies, you can identify areas where your business may be lacking. This could include social media engagement, advertising campaigns, content frequency, email marketing, or other relevant channels. To uncover content gaps, use automated tools for quick analysis. By comparing your domain to your competitors’ domains, you can identify topics they cover that you may be neglecting, and potentially capitalize on those opportunities.
Finally, it’s important to stay up to date on industry trends and best practices. Following thought leaders in the SEO space and your specific industry can help you gain valuable insights and identify new opportunities.
DGR: How can marketers balance SEO optimization of their articles while ensuring their readability?
Lee and Woodside: First of all, there is no magic formula for content optimization. There is no specific number of times you need to use a keyword or phrase to rank #1 – you should be writing for users first and foremost. However, we all know that we also need to consider search engines and their priorities for pages (fast load times, matching user intent with page intent, etc.).
I would start by creating a content description that should include the topic and an overview of the purpose of the text. What do you want the user to gain from it?
Then, make notes about what subtopics should be included depending on the purpose of the page and its position in the sales funnel. Should the page be primarily informational for someone in the discovery stage? Or should it get the user to sign up for something? Many SEO and AI tools are helpful in deciding what subtopics to include depending on the audience type.
Once you have your brief, commission your content, considering the following checklist:
- Make sure that all possible questions your user may have about your specific topic are answered.
- Check that titles and headings (h-tags) contain keywords that support the main idea.
- Include links to other helpful pages on your website throughout the text.
- Insert unique pictures or videos if you have any;
- Write unique meta titles and descriptions for the page;
- Publish it; and
- Promote it across all your channels.
DGR: Are SEO strategies more of a blanket initiative or should they be tailored to each company?
Lee and Woodside: While certain SEO principles remain universal, a successful strategy must be tailored to each individual business’s unique needs and goals. While there are basic guidelines, the specific implementation of these tactics will depend on factors such as industry, target audience, and available resources.
Prioritizing SEO initiatives requires a strategic approach. Companies looking to achieve quick results may focus on the simplest goals, such as optimizing existing content or leveraging paid advertising. Companies with long-term goals, on the other hand, may prioritize building a robust content strategy and establishing a strong social media presence.
Ultimately, the most effective SEO strategy is one that is tailored to a company’s specific needs and can be adapted to changing circumstances.
DGR: How will the SEO landscape evolve in the future?
Laura Lee and Jessica Woodside: It may sound trite, but the SEO landscape is constantly evolving. Current trends focus on the increasing importance of AI-generated content summaries in search results and Google’s growing preference for forum-based content like Reddit. Staying on top of these developments is crucial to staying competitive.
