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5 Essential SEO Trends for 2022

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5 Essential SEO Trends for 2022


SEO is critical for every business that wants to gain exposure online. Paid ads will continue eating into your profit as time goes on. SEO offers a cost-effective approach that continues to produce results after you stop spending money.

It’s even more appealing when marketers say that SEO has 20 times more traffic opportunities than PPC.

That’s why staying on top of the latest SEO trends is essential to maintaining your search engine rankings. Below are five trends in 2022 that are worth knowing.

1. Page Experience

Google has used content to determine search engine rankings for a long time. However, that’s changed over the past several years. Now that Google can better understand user experience, it now plays a factor in Google Rankings.

The Core Web Vitals update added user experience as a ranking factor. That means you’ll need to speed up your website and improve the user experience for every visitor to improve your ranking chances.

2. AI Content

People have talked about how AI will take over the world for a while now. In the past several years, that’s started to happen.

With the introduction of the GPT-3 data set, SEO marketers can now use AI to generate content automatically. While the quality still isn’t as good as regular writers if left on its own, AI writing can assist writers in breaking writer’s block and finishing their tasks more quickly.

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3. Voice Search

Every year the number of people using voice search grows. People getting smart devices no longer browse to Google on their smartphones or desktops to get answers to questions. They ask their smart device for the answer.

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This trend led to the rise of voice search SEO. People ask questions differently out loud than they type in search engines. Because of that, you’ll see more new keywords that reflect how people ask questions.

4. Rich Text Snippets

If you use Google regularly, you probably noticed your answer included at the top of the search results. That’s a rich text snippet. It’s Google’s attempt to answer someone’s question straight on the search engine.

This trend started small but now takes up much of the search results. Many SEO professionals now aim to get the rich text snippet spot as a result. Expect this trend to continue along with more options to take up real estate on the Google search results.

5. Video Search

Online video has started to take over much of the online experience. People now spend a lot of their time watching online content instead of reading websites. That’s why many search results now show videos in the search results.

You can use this to your advantage and create videos targeting the Google search results. You can take advantage of the Google and YouTube search engines by doing this.

Never Stop Learning the Newest SEO Trends

While the basics of SEO haven’t changed much over time, there have been new developments in Google and searcher behavior that are worth knowing about. That’s why you need to pay attention to the latest SEO trends if you want to continue ranking for your current keywords any new ones in the future.

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Do you want to learn more tips that will help you optimize your search engine optimization strategy? Read the latest posts on the blog for more SEO tips.

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MARKETING

B2B customer journeys that begin at review sites are significantly shorter

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B2B customer journeys that begin at review sites are significantly shorter

The B2B customer journey can be a long one, especially when the purchase of expensive software subscriptions is under consideration.

“The average B2B customer journey takes 192 days from anonymous first touch to won,” according to Dreamdata in their 2022 B2B Go-to-Market Benchmarks — a statistic described by co-founder and CMO Steffen Hedebrandt as “alarming.”

But the report also indicates that this journey can be significantly sped up — by as much as 63% — if accounts begin their research at software review sites, gathering information and opinions from their peers. Journeys that originate at a review site often lead to deals of higher value too.

Fragmented data on the customer journey. Dreamdata is a B2B go-to-market platform. In any B2B company, explained Hedebrandt, there are typically 10 or even 20 data silos that contain fragments of the customer journey. Website visits, white paper downloads, social media interactions, webinar or meeting attendance, demos, and of course intent data from review site visits — this data doesn’t typically sit in one place within an organization.

“We built an account-based data model because we believe that there’s such a thing as an account journey and not an individual journey,” said Hedebrandt. “So if there are two, three or five people representing an account, which is typically what you see in B2B, all of these touches get mapped into the same timeline.”

Among those many touches is the intent data sourced from software review site G2. Dreamdata has an integration with G2 and a G2 dashboard allowing visualization of G2-generated intent data. This includes filtering prospects who are early in their journey, who have not yet discovered the customer’s product, or who have discovered it but are still searching. This creates a basis for attributing pipelines, conversions and revenue to the activity.

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“Strategically, our ideal customer profile is a B2B software-as-a-service company,” said Hedenbrandt. “B2B SaaS companies are particularly ripe for understanding this digital customer journey; their main investment is in digital marketing, they have a salesforce that use software tools to do this inside sales model; and they also deliver their product digitally as well.” What’s more, it takes twice as long to close SaaS deal as it does to close deals with B2B commercial and professional services companies.

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Read next: A look at the tech review space

The Benchmarks findings. The conclusions of the 2022 Benchmarks report is based on aggregated, anonymized data from more than 400 Dreamdata user accounts. Focusing on first-touch attribution (from their multi-touch model), Dreamdata found that customer journeys where a review site is the first touch are 63% shorter than the average. In contrast, where the first touch channel is social, the journey is much longer than average (217%); it’s the same when paid media is the first touch (155%).

As the Benchmarks report suggests, this may well mean that social is targeting prospects that are just not in-market. It makes sense that activity on a review site is a better predictor of intent.

Hedenbrandt underlines the importance of treating the specific figures with caution. “It’s not complete science what we’ve done,” he admits, “but it’s real data from 400 accounts, so it’s not going to be completely off. You can only spend your time once, and at least from what we can see here it’s better to spend your time collecting reviews than writing another Facebook update.”

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While Dreamdata highlights use of G2, Hedenbrandt readily concedes that competitor software review sites might reasonably be expected to show similar effects. “Definitely I would expect it to be similar.”

Why we care. It’s not news that B2B buyers researching software purchases use review sites and that those sites gather and trade in the intent data generated. Software vendors encourage users to post reviews. There has been a general assumption that a large number of hopefully positive reviews is a good thing to have.


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What Dreamdata’s findings indicate is that the effect of review sites on the buyer journey — especially as the first-touch channel — can be quantified and a value placed on it. “None of us questioned the value of reviews, but during this process you can actually map it into a customer journey where you can see the journey started from G2, then flowed into sales meetings, website visits, ads, etc. Then we can also join the deal value to the intent that started from G2.”

Likely, this is also another example of B2B learning from B2C. People looking at high consideration B2C purchases are now accustomed to seeking advice both from friends and from online reviews. The same goes for SaaS purchases, Hedenbrandt suggests: “More people are turning to sites like G2 to understand whether this is a trustworthy vendor or not. The more expensive it is, the more validation you want to see.”


About The Author

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Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

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He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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