How Search Engines Should Influence Your B2B Content

Aug 18, 2017 · 3 min read

When most people begin looking for a solution, they turn to search engines. B2B consumers are no different. In fact, their search queries tend to be more specific.

B2B consumers typically have a defined problem they are trying to solve. These users are very knowledgeable in their particular niche and are able to execute more precise search queries.

Back in the Ask Jeeves days, search engine results weren’t as precise as they are today. Users had to be vague on purpose in order to increase the chances of something on the SERP being a possible answer to their query. Users had to do a bit of clicking and article skimming in order to find what they needed.

Today, search engine results are much more accurate and as a result, user’s search queries have become more specific. Google is constantly fine-tuning their algorithm in order to generate more accurate results and answer user’s question without them having to comb through the suggested links.

Voice to text capable devices have also had a big impact on how search engines have evolved. When using a device with voice to text features, like a smartphone or Amazon’s Alexa, user’s search queries are more conversational. Search engines have adapted and continue to fine tune their ability to interpret these conversational phrases. In fact, almost 42% of all searches consist of five or more words.

Image via Hubspot

Based on these search trends, how should search engines influence your B2B content? As the size of search queries increase, so should the size of your keywords. These are known as long-tail keywords.

Start by making a list of the topics that are important to your buyer personas. Next, make a list of subtopics that they may need to research. Lastly, take those subtopics and create long tail keywords that mimic possible conversational search queries. The long-tail keywords should be incorporated throughout the title, body, and meta description of your content. The content created around each subtopic should answer niche questions in much more depth than general high-level content.

Not only does this cater to how B2B consumers search, but long-tail keywords also help your content rank higher. The amount of content on the internet has increased significantly over the years. The quality, however, has not. Long-tail keywords help your content break through the noise.

If your site has built up a lot of authority on Google, you’re probably already ranking highly for shorter, less specific keywords. By incorporating long-tail keywords you’ll likely get less traffic, but that traffic will be drastically more qualified with a higher chance of becoming a lead.

At the end of the day, the goal of producing B2B marketing content is to attract qualified visitors, convert leads, nurture them into customers, and achieve your company’s revenue goals. Creating carefully planned out content for your B2B prospects is a great way to do that.


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