By Lane Ellis

How can B2B marketers improve their search engine optimization (SEO) strategies and focus in the fast and furious digital landscape of 2022?

The search marketing arena has always been one of swift changes, and keeping up-to-date with ever-shifting SEO machinations and technical search intricacies can be more than a handful even for top B2B optimization professionals.

Don’t let the complexities that SEO efforts sometimes entail deter you, however, as there are still bountiful and easy-to-achieve benefits for the B2B marketer in many aspects of optimization.

Let’s jump right in and take a look at some of the SEO tactics B2B marketers can apply and benefit from today.

1 — Applying SEO To The Minute & The Monumental

When I first went online in 1984 operating a 300-baud bulletin board system, it would be six years before Archie’s FTP site search arrived in 1990, followed three years later by Excite and the other early web search engine innovators, and if there’s one aspect of search and SEO that has remained constant throughout the ensuing decades, it’s been unending change.

One of the finer qualities SEO possesses is its ability to be applied on both small and large tasks — from the minutiae of time-tested HTML alternative text fields all the way to the monumental, covering nearly every element of enterprise websites containing tens of thousands of pages.

Although this small-to-large scope of abilities can also make SEO a bit daunting for the uninitiated, there are a few things to keep in mind that will help B2B marketers focus their efforts, with an SEO strategy that is:

• Comprehensive
• Applies to both visible and unseen elements of information
• Applies to both technical and non-technical elements

A top-notch SEO strategy in B2B is comprehensive, and an integral part of the processes of planning, development, implementation, and ongoing measurement. Although better than nothing, when SEO is brought in as an afterthought, strong integration becomes more difficult than when it’s an initial core element of a business marketing strategy.

Great SEO involves website content that’s both hidden and in public view, and smart optimizers pay attention to both the visible and unseen elements of information they have to work with.

Similarly, strong SEO has an arm that branches out more into areas where programmers and developers typically work, although as SEO practices have gained much wider adoption over the decades, more and more of this side of optimization has been moved into areas where even non-technical professionals such as designers, marketers, and writers can now have control over certain SEO elements. The WordPress content management system (CMS) administration area and plug-ins today offer SEO access to many pieces of information that were once mostly reserved to coders.

Many of the easy pickings in SEO are certainly available for B2B marketers to easily change, however all-too-often efforts aren’t ever made to optimize anything beyond these very basic elements, such as on-screen written content.

The best SEO professionals go well beyond the items that …read more

Source:: Top Rank Blog

Author: Aaron