By Lane Ellis

In 2022 Google has made changes that affect what B2B marketers are able to accomplish with its search and advertising offerings, but how can these sometimes subtle changes be utilized to elevate marketing efforts in the year ahead?

Google’s recent search updates — and its plans for the year ahead — offer B2B marketers new opportunities and challenges. Here’s a look at five changes, and how they can help improve your B2B marketing efforts in 2022.

1 — Google & The Cyclical Nature of Content Delivery Evolution

Gary Illyes, webmaster trends analyst at Google, recently joined fellow Google associates John Mueller, senior webmaster trends analyst, and Martin Splitt, Google Search Relations team developer advocate, in an episode of Google’s “Search Off the Record” podcast, and the trio took a fascinating look at several areas of interest to B2B marketers.

Gary, John, and Martin shared some of the ways that Google’s Search Central resource hub — formerly known for years as Google Webmasters — is looking to grow in 2022, from sustainability efforts and search guidelines to how Google plans to meet the challenges of events in 2022, and more.

2 — Data Gathering With An Energy-Saving Eye

Gary explored some of Google’s continuing efforts to refine the web crawling process with an eye towards saving energy and increasing sustainability.

What might seem a small goal at first becomes much larger in scope and importance when the vast size of the web in 2022 — and the frequency with which Google automatically indexes it —  are considered.

Additionally, an increasing number of surveys have shown that consumers in both the B2C and B2B markets are placing greater value on sustainability when it comes to how they view and choose to interact with brands since the pandemic began.

[bctt tweet=”“We are definitely thinking more about the sustainability of crawling and indexing. We are going to focus even more on those topics in 2022.” — Gary Illyes @methode” username=”toprank”]

3 — Wealth Of Guideline Documents Ripe For Updating

Martin, John, and Gary also took a look at changes 2022 may bring to Google’s webmaster guideline documents — a wealth of information amassed over many years that could offer new benefits by being updated.

Many B2B marketers — especially those on the search engine optimization (SEO) side of brand efforts — utilize these guideline documents, however the Google trio noted that in some areas they may have gotten a bit too complicated. They could essentially be split into basic and technical versions, the three noted, such as separating technical and quality guidelines, and some areas could also benefit with the addition of more examples.

With more than 15 years worth of guideline documents, certain old content references may now include an occasional outdated citation, such as to services that have changed names or even ceased operations, while other portions might …read more

Source:: Top Rank Blog