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B2B SEO in 2020

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Digital Reach
Digital Reach

This document discusses strategies for B2B SEO in 2020. It covers defining search through features like featured snippets and zero-click results. It emphasizes upgrading content strategy through authoritative and supportive content that focuses on quality over quantity. It also discusses the importance of user experience and technical SEO, like maintaining a mobile-friendly site without errors. The key is producing high-quality, user-centric content while optimizing on-page elements and the user experience.

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B2B SEO in 2020
Contact: Andrew@digitalreachagency.com | Digital Reach We are a B2B Digital Marketing Agency focusing on demand generation. Companies work with us to: • Increase qualified leads • Track SEO and SEM to ROI • Get Funnel Visibility About Us • Search Engine Optimization • Paid Search & Display • Website Redesign • Marketing Automation
Contact: Andrew@digitalreachagency.com | Digital Reach 1 Defining Search in 2020 2 Upgrading your Content Strategy (and why content still reigns over all) 3 UX and Technical SEO: How they (still) fit into your 2020 strategy On the Agenda
Defining Search in 2020
Search Defining Variables GOOGLE FEATURES ● Important search features worth targeting. ● How to target search features. ALGORITHM UPDATES ● BERT and E-A-T and all the other acronyms you can think of. ZERO-CLICK SEARCH ● What we know. ● How it affects us. ● What to do.
● Google has made search results an experience ○ The majority (50.33%) of U.S. Google searches (desktop & mobile) in June 2019 resulted in no-click searches (Sparktoro) ■ Organic Click 45.25% ■ Paid Click 4.42% Zero-Click Search
B2B SEO in 2020
Your Metadata optimizations, structured data markup, and google feature targeting are your best weapons to survive 2020 organic search. ○ Optimize your off-page SEO elements ○ Target KWs with higher CTR (click-through rate) ○ Implement schema on-site for better crawler guidance How to Adapt
● Google Features/Rich Results ○ Featured Snippet - The intent of a featured snippet is to provide a quick, accurate answer to searchers of particular questions and queries. ○ Answer Boxes - These contain frequently asked related questions and what Google has deemed the best answer. ○ Featured Images/Videos - Highlighted in search when Google sees relevance and value to the searcher. ■ Image Search + Schema - Schema and general optimizations (alt text, captions, image titles). ■ Video Schema + Transcripts - Search Crawlers won’t be able to watch your video per se, but with a transcript can better understand what the video covers and be able to rank it appropriately. Google Search Features
B2B SEO in 2020
● Google Algorithm Updates & Changes in Ranking Factors ○ BERT - Bidirectional Encoder Representations from Transformers ■ BERT marks the next step in Google’s AI understanding natural language. ■ Google has stated this is the biggest leap in the last 5 years. ■ BERT is a more nuanced way to understand and connect true searcher intent to the most relevant results. ■ This has effected 10% of searches and a majority of featured snippets. How do we optimize for this? There is no specific optimization plan, you can only continue to create the most valuable content for your audience and have a quality user experience. Algorithm Updates
SEO experts weigh the most impactful ranking factors - Spaktoro surveyed 1,500+ SEO experts to find the most impactful ranking factors. Here are the top 5: 1. Relevance of page content 2. Quality of linking sites and pages 3. Use of relevant keywords and phrases 4. Domain’s perceived E-A-T (Expertise, Authority, and Trust) 5. Mobile Friendliness (don’t forget about mobile first indexing from 2019) BONUS: Ranking Factors
Updating Your Content Strategy (and why content still reigns over all)
The Keys to Content AUTHORITATIVE & SUPPORTIVE FULLY OPTIMIZEDQUALITY OVER QUANTITY
E-A-T or Expertise, Authority, and Trust Your site’s overall reputation online will heavily define your ability to compete in your space. High impact elements that can help or harm: ● Online reviews ● Link Building and DA ● User Experience (UX) Quality Over Quantity
Information Architecture and Content Strategy Consumer Journey - Create personas, understand their journey, map out your page hierarchy. User Intent - Perform keyword research, study the metrics & SERPs. Series Writing - No one and done approaches - continue to expand upon pieces/ideas. Topic Clustering - Become subject matter experts in your industry through high-level topic hubs connected to supportive content on your site. Authoritative & Supportive
Launching Content Fully Optimized ● Rushing to meet deadlines only helps internal goals, it does not have a helpful impact on your SEO and visibility at all. ● Plan your content with keywords in mind - appropriate and relevant. ● Launch any new content with all SEO elements optimized from metadata to internal link and even media optimizations. Fully Optimized
UX & Technical SEO How they (still) fit into your 2020 strategy
Testing Design Effectiveness TECHNICAL SEO ● No site is perfect, but keeping your site technically sound is important. ● Error fixes are still a must. USER EXPERIENCE ● How does your page interact with crawlers? ● Is your search appearance optimized? ● How is the on-page UX?
Recap What is UX? Intuitive Navigation. Easy Consumer Journey. Obvious Info Access. Clear Conversion Points. Desktop and Mobile Adaptability. Universal Friendliness. ● 2020 Focus - On and Off Page UX ○ Off Page UX: How the page interacts with the crawlers (4xx, 5xx, speed), metadata and off page info provided to the user. ○ On Page UX: Content flow, design/readability/CTAs, navigation, speed. User Experience
Technical SEO is still important, luckily not to the point of perfection. No site is perfect. Google’s John Mueller and Martin Splitt even suggest not wasting time on perfection (SEJ). Nonetheless, keep up with these top technical roadblocks: ○ Mixed content - non-secure media (pics, vids, gifs) as Chrome has now started creating warnings much like their warnings for non-secure sites. ○ 404s - Lingering broken/removed pages and ghost URLs in your sitemap will cause you UX issues and issues with search crawlers’ ability to crawl and index your site. ○ Redirect chains and loops - UX and crawler issues. ○ Broken links - UX and crawler issues. Technical SEO
Time for a Quick Wrap-Up
● Optimize off-page elements for the era of 0-click search ● Look for KWs that have higher CTR and not just MSV ● Implement Schema and target Google features for visibility ● Continue producing quality content for the value of the user ● Make your site easy to use and easy to crawl ● Keep up with technical issues, but don’t break your back over it Recap
What’s Next? Get a second opinion on your approach to SEO. Associate Director of SEO & Internal Development Rebecca Berin In a 30 minute consultation, learn: 👍 Where you rank in relation to competitors 👍 Measure revenue opportunity from Organic Search 👍 What you can do to accelerate your SEO results
Thanks for joining! digitalreachagency.com

More Related Content

B2B SEO in 2020

  • 1. B2B SEO in 2020
  • 2. Contact: Andrew@digitalreachagency.com | Digital Reach We are a B2B Digital Marketing Agency focusing on demand generation. Companies work with us to: • Increase qualified leads • Track SEO and SEM to ROI • Get Funnel Visibility About Us • Search Engine Optimization • Paid Search & Display • Website Redesign • Marketing Automation
  • 3. Contact: Andrew@digitalreachagency.com | Digital Reach 1 Defining Search in 2020 2 Upgrading your Content Strategy (and why content still reigns over all) 3 UX and Technical SEO: How they (still) fit into your 2020 strategy On the Agenda
  • 5. Search Defining Variables GOOGLE FEATURES ● Important search features worth targeting. ● How to target search features. ALGORITHM UPDATES ● BERT and E-A-T and all the other acronyms you can think of. ZERO-CLICK SEARCH ● What we know. ● How it affects us. ● What to do.
  • 6. ● Google has made search results an experience ○ The majority (50.33%) of U.S. Google searches (desktop & mobile) in June 2019 resulted in no-click searches (Sparktoro) ■ Organic Click 45.25% ■ Paid Click 4.42% Zero-Click Search
  • 8. Your Metadata optimizations, structured data markup, and google feature targeting are your best weapons to survive 2020 organic search. ○ Optimize your off-page SEO elements ○ Target KWs with higher CTR (click-through rate) ○ Implement schema on-site for better crawler guidance How to Adapt
  • 9. ● Google Features/Rich Results ○ Featured Snippet - The intent of a featured snippet is to provide a quick, accurate answer to searchers of particular questions and queries. ○ Answer Boxes - These contain frequently asked related questions and what Google has deemed the best answer. ○ Featured Images/Videos - Highlighted in search when Google sees relevance and value to the searcher. ■ Image Search + Schema - Schema and general optimizations (alt text, captions, image titles). ■ Video Schema + Transcripts - Search Crawlers won’t be able to watch your video per se, but with a transcript can better understand what the video covers and be able to rank it appropriately. Google Search Features
  • 11. ● Google Algorithm Updates & Changes in Ranking Factors ○ BERT - Bidirectional Encoder Representations from Transformers ■ BERT marks the next step in Google’s AI understanding natural language. ■ Google has stated this is the biggest leap in the last 5 years. ■ BERT is a more nuanced way to understand and connect true searcher intent to the most relevant results. ■ This has effected 10% of searches and a majority of featured snippets. How do we optimize for this? There is no specific optimization plan, you can only continue to create the most valuable content for your audience and have a quality user experience. Algorithm Updates
  • 12. SEO experts weigh the most impactful ranking factors - Spaktoro surveyed 1,500+ SEO experts to find the most impactful ranking factors. Here are the top 5: 1. Relevance of page content 2. Quality of linking sites and pages 3. Use of relevant keywords and phrases 4. Domain’s perceived E-A-T (Expertise, Authority, and Trust) 5. Mobile Friendliness (don’t forget about mobile first indexing from 2019) BONUS: Ranking Factors
  • 13. Updating Your Content Strategy (and why content still reigns over all)
  • 14. The Keys to Content AUTHORITATIVE & SUPPORTIVE FULLY OPTIMIZEDQUALITY OVER QUANTITY
  • 15. E-A-T or Expertise, Authority, and Trust Your site’s overall reputation online will heavily define your ability to compete in your space. High impact elements that can help or harm: ● Online reviews ● Link Building and DA ● User Experience (UX) Quality Over Quantity
  • 16. Information Architecture and Content Strategy Consumer Journey - Create personas, understand their journey, map out your page hierarchy. User Intent - Perform keyword research, study the metrics & SERPs. Series Writing - No one and done approaches - continue to expand upon pieces/ideas. Topic Clustering - Become subject matter experts in your industry through high-level topic hubs connected to supportive content on your site. Authoritative & Supportive
  • 17. Launching Content Fully Optimized ● Rushing to meet deadlines only helps internal goals, it does not have a helpful impact on your SEO and visibility at all. ● Plan your content with keywords in mind - appropriate and relevant. ● Launch any new content with all SEO elements optimized from metadata to internal link and even media optimizations. Fully Optimized
  • 18. UX & Technical SEO How they (still) fit into your 2020 strategy
  • 19. Testing Design Effectiveness TECHNICAL SEO ● No site is perfect, but keeping your site technically sound is important. ● Error fixes are still a must. USER EXPERIENCE ● How does your page interact with crawlers? ● Is your search appearance optimized? ● How is the on-page UX?
  • 20. Recap What is UX? Intuitive Navigation. Easy Consumer Journey. Obvious Info Access. Clear Conversion Points. Desktop and Mobile Adaptability. Universal Friendliness. ● 2020 Focus - On and Off Page UX ○ Off Page UX: How the page interacts with the crawlers (4xx, 5xx, speed), metadata and off page info provided to the user. ○ On Page UX: Content flow, design/readability/CTAs, navigation, speed. User Experience
  • 21. Technical SEO is still important, luckily not to the point of perfection. No site is perfect. Google’s John Mueller and Martin Splitt even suggest not wasting time on perfection (SEJ). Nonetheless, keep up with these top technical roadblocks: ○ Mixed content - non-secure media (pics, vids, gifs) as Chrome has now started creating warnings much like their warnings for non-secure sites. ○ 404s - Lingering broken/removed pages and ghost URLs in your sitemap will cause you UX issues and issues with search crawlers’ ability to crawl and index your site. ○ Redirect chains and loops - UX and crawler issues. ○ Broken links - UX and crawler issues. Technical SEO
  • 22. Time for a Quick Wrap-Up
  • 23. ● Optimize off-page elements for the era of 0-click search ● Look for KWs that have higher CTR and not just MSV ● Implement Schema and target Google features for visibility ● Continue producing quality content for the value of the user ● Make your site easy to use and easy to crawl ● Keep up with technical issues, but don’t break your back over it Recap
  • 24. What’s Next? Get a second opinion on your approach to SEO. Associate Director of SEO & Internal Development Rebecca Berin In a 30 minute consultation, learn: 👍 Where you rank in relation to competitors 👍 Measure revenue opportunity from Organic Search 👍 What you can do to accelerate your SEO results