If you’re in charge of marketing for a B2B tech company, one of your biggest challenges is finding your website by the right people, in the right places, at the right time, and in the right context.
With that in mind, I don’t want you to make the biggest SEO mistake that a lot of B2B tech marketers make:
SEO, short for search engine optimization, refers to strategies and tactics you use to
- Improve the off-page SEO performance (typically by earning links from authoritative, relevant websites for your area of expertise)
- Improve the on-page SEO performance (by improving the user experience through creating and publishing helpful, educational video, image, and text-based content)
An emerging SEO rubric advanced by Google centers around the acronym EEAT -- Expertise, Experience, Authoritativeness, Trustworthiness. This acronym is a guideline for creating high-quality content that ranks well in search engine results.
Expertise refers to the depth of knowledge and expertise demonstrated in your content. It's crucial to showcase your expertise in a specific area or industry to establish credibility and attract the right audience. This can be achieved by providing informative and well-researched content that addresses the needs and interests of your target market.
Authoritativeness is about being recognized as a trusted source of information. Google values content that comes from reputable sources and is backed by authoritative websites. Building credibility and authority can be accomplished through earning backlinks from trustworthy and relevant websites and leveraging social proof, such as testimonials or case studies.
Trustworthiness is essential in gaining your audience's and search engines' trust. Transparency, accuracy, and reliability are key elements in establishing trust. Ensure your content is correct, up-to-date, and free from any misleading or deceptive information. Providing clear citations, references, and attributions can also enhance the trustworthiness of your content.Why SEO Needs Content
For any business with a considered sales process, SEO by itself is inadequate. Not even close!
Instead, SEO needs to be seen as a traffic generation strategy that supports content strategy, content creation, content marketing, and lead generation.
B2B technology marketers that either wear the hat of, or manage SEO content creators, need to think full-funnel (traffic, leads, and customers) and personalized content by buyer personas and buyer's journey stages.
The SEO Team Pod
Think of SEO content as more of a team/pod-like effort rather than a single person.
You need your SEO content strategist plus a content writer, content editor, graphic designer, video producer, and marketing coordinator that manages the website pages, links, blog, and landing pages.
- Comparing SEO vs. Digital Marketing (vs. SEM)
- SEO Tips for Small Businesses in Tech
- The 7 On-Page SEO Factors for HubSpot CMS Hub Users
- What is a Search Marketing Strategist?
What’s the biggest mistake with SEO that you see B2B technology marketers making? Let me know in the comments.