SEO can be difficult to predict for the future due to the constant ongoing changes and the state of flux that search engine optimisation constantly find itself in. What we can do, however, is share our best practices that we know work effectively for SEO. In this blog we are going to look at a number of tried and tested practices that work best for B2B companies:
- Content that is personal
Performing keyword research involves stepping into the shoes of our clients and asking what it is they need. The same principle applies for content creation; content needs to speak directly to your buyer’s pain points. To do this, SEO companies first job is to collect data and analyse it to gain a clear understanding of your target audience and what their specific needs are. By doing this they can create content that is tailor made to speak directly to target audiences and answer the important questions they have.
- Content is matched to user intent
When potential customers use search engines, they are usually looking for something highly specific, even if their searches seem vague. The task that content is trying to solve is a tough one; content must bridge the gap between the vague search question and the ultimate destination the user has in their mind. Searching online can be like trying to remember the name of a song when you can only remember a small part of the melody. Smart content is able to find your answer from limited search criteria.
- Use natural language
Whilst search engines currently operate almost primarily through written searches, voice search applications are on the rise. Because of this, SEO companies are having to adapt their content strategies to be able to cater to more natural language.
You may think your written language and spoken language can’t be too dissimilar, but in fact the difference between voice search and written search couldn’t be much more detached. For online marketers the use of natural language in page tagging and on-page content will be essential to the future of SEO.