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A Complete B2B SEO Strategy Guide for 2022

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A Complete B2B SEO Strategy Guide for 2022

If you own a business that offers goods and services to other businesses (like we do here at Ahrefs), then you’re probably wondering how to get your products/services in front of your customers organically on Google.

Luckily, we’ve been doing this for years, so we’ve learned a thing or two about B2B SEO strategies. Today, you’re going to learn how to implement your own SEO strategy step by step!

In this guide, we’ll cover the following:

B2B SEO (business-to-business search engine optimization) is the process of creating and optimizing pages on your website to rank for keywords on search engines like Google.

How does B2B SEO differ from B2C SEO?

As you can tell from the definition above, B2B SEO doesn’t really differ that much from B2C SEO (business-to-consumer search engine optimization). While the reader may be different—you’re talking to executives and managers—the process is pretty much the same.

Any SEO strategy is simple:

  1. Find keywords (related to what you’re selling) that your target customers are searching for on Google
  2. Create search-optimized pages that best answer those searches
  3. Build links to those pages

And that’s exactly what you’ll learn to do in this guide.

Our three-step B2B SEO strategy

We currently get an estimated 1.3M monthly visits from organic search:

Overview of Ahrefs' website

Data from Ahrefs’ Site Explorer.

Here’s the simple three-step B2B SEO strategy we used to achieve that:

  1. Find keywords your target customers are searching for
  2. Plan, create, and optimize content for those keywords
  3. Get backlinks to pages

Step 1. Find keywords your target customers are searching for

You can’t have an SEO strategy without knowing what your customers are searching for. Good keyword research is the difference between getting a positive ROI and wasting your time and money on rankings that don’t net your business any profit.

There are many ways to do keyword research. But the simplest starting point is to look at what your business competitors are ranking for. Here’s how:

  1. Find competitors invested in SEO
  2. See what they’re ranking for

First, think of “seed keywords” to get you started. These are keywords you think your customers may be searching for to find your products/services or solutions.

For example, if you sell software that helps business owners create beautiful designs easily (like Canva does), here are some keywords you can start with:

  • Photo editor
  • Logo maker
  • Graph maker
  • GIF maker

Think of the most basic words your customers may type in Google to find your offerings.

Once you’ve brainstormed a list of five to 10 seed keywords, plug those keywords into Ahrefs’ Keywords Explorer. Then click the “By domains” tab under Traffic share. This is how you find your search competitors.

Traffic share by domains report results

It looks like Design Hill, Graphic Springs, and Tailor Brands are all potential search competitors for Canva.

Who comes up when you plug in your seed keywords? Put these search competitor URLs into a spreadsheet. Repeat for each seed keyword.

Next, use Ahrefs’ Content Gap tool to find keywords your competitors are ranking for that you can also target. Plug your website into Ahrefs, then click “Content gap” in the sidebar.

Overview of Canva's website

Plug your competitors into the tool, like so:

Content Gap tool

Hit “Show keywords,” and you’ll see a list of all the keywords that your competitors’ websites rank for, but your website does not.

Content Gap report results

If a keyword looks promising, open a new tab and search for it on Google to see the current search results. This will give you an idea of what kind of content is ranking for that keyword.

For example, if we search “discord logo” from the list above, it appears this won’t be a good keyword to target. It seems to be mostly just people looking to download Discord’s logo:

Google SERP for "discord logo"

However, if we scroll down, we see a competitor ranking for the keyword with a guide to creating Discord logos:

Google SERP result

This signifies two things:

  1. People may be searching for a logo maker when they search for “discord logo.”
  2. If we create a similar landing page, we can potentially rank for this keyword as well.

Based on this information, I’ll add this keyword to my list of potential keywords to target. Here’s how to create a list on Ahrefs: On the “keyword overview” page, click the “+ Add to” button, hover over “Keywords list,” then click “+ New list.”

List of keywords

I recommend creating three lists based on importance:

  1. High importance – Keywords that are likely to earn you a high profit. Target these first.
  2. Low importance – Keywords that are not likely to earn you a good profit or will take longer to earn you a profit. But you may still want to target these in the future.
  3. Link building – Keywords that receive a lot of natural links, such as statistical keywords or informational pages that other articles may link to as a resource.

The keyword “discord logo,” for example, is a low-importance keyword, as we aren’t sure how many people searching for it are actually searching for a tool to make their own logo versus how many just want to download Discord’s actual logo.

Another way of determining the profit potential of a given keyword is the CPC column. A high CPC can signify there is a lot of money being made from a given keyword. “Discord logo” only has a CPC of $0.70, so it’s probably not very profitable.

Sidenote.

While a high CPC can signal potentially high-profit keywords, it shouldn’t be the only determining factor. For example, the keyword “seo services” has a $25 CPC. But we won’t target it for Ahrefs’ website because Ahrefs doesn’t offer SEO services.

Before we move on to the next step, let’s look at an example of a high-importance keyword and a link building keyword.

The keyword “fitness logo” is potentially a high-importance keyword. It has a good search volume (4,700) and a fairly high CPC ($3.00).

Keyword "fitness logo" and its data (search volume, CPC)

If we look at the SERP, we’ll see tools that let you design your own fitness business logo. If Canva builds and optimizes a landing page targeting “fitness logo,” it will likely rank for this keyword and make a decent amount of extra income.

Google SERP for "fitness logo"

Finally, an example of a link building keyword is “font pairings.” Canva created a guide to font pairing that has links from more than 2,300 referring domains:

Of course, it may have done some outreach to build these links (which we’ll cover later). But the majority of links are naturally from other bloggers and websites linking to Canva’s guide, which serves as a resource for their readers. I know this because if we look at the guide’s backlinks, we see lots of natural ones.

Backlinks report results

Note that link building keywords are a long-term strategy and should be of a lower priority for newer sites. This is because you typically need decent domain authority to rank for these keywords.

Next, go through all the keywords from Ahrefs’ Content Gap tool and try to find at least five to 10 keywords for each of your three lists.

Still need help finding keywords?

If you feel the keywords you’ve found aren’t good enough or you need more help, check out this in-depth guide to keyword research. It goes into more detail about finding the right keywords.

Step 2. Plan, create, and optimize your content

Now that you know what keywords to target, let’s make a spreadsheet to help you plan and execute your SEO strategy. You can use this spreadsheet template as you follow along.

To begin, export your three keyword lists. Then copy the Keyword, Search Volume, KD, and CPC columns, and paste them into your spreadsheet. It should look like this:

List of keywords with corresponding data

Let’s begin understanding and filling in the other columns. First, the Priority column shows which category (high, low, or link building) each keyword falls under.

The next three columns are the three Cs of search intent:

  1. Content type
  2. Content format
  3. Content angle

Search intent is the why behind a search query. In other words, why did this person do this search? Did they want to learn something? Were they looking to make a purchase? Or were they looking for a particular website?

If you don’t know the search intent of a keyword, you may end up optimizing a page for that keyword and not ranking for it.

I’ll go over the basics of how to determine search intent. But for a deeper understanding, read our full guide to search intent.

1. Content type

The content type can be any of the following:

  • Blog post
  • Product page
  • Category page
  • Landing page

In the case of “fitness logo,” the search results are all landing pages. Here’s what I see when I search for “fitness logo” and click on the first result:

Fitness logos in grid format

This page displays premade fitness logos you can edit and download. If you scroll down, you’ll see a write-up about fitness logos and the company’s services and software.

Now let’s go back and look at some of the other results. Here’s the result in position #2:

Excerpt of webpage. Few paragraphs of text and text field at bottom

This company has a slightly different approach. Its page shows a form and some text above the fold (the area you see on the screen before you scroll down). But if we scroll down, we see samples of logos and some text about its services.

The third result on the search page is mostly similar to the first two:

Excerpt of webpage. Short paragraphs. Majority of page is fitness logos in grid format

The goal of this SERP research is to see what kind of content Google wants for a given keyword so that we can create something similar. 

This doesn’t mean we should copy the content entirely. But if Google ranks pages that show examples of logos and logo designs that users can edit, we should take some inspiration from them. This is as if we create a page that is just text without logo examples, we may not rank for this keyword because it’s not what searchers want to see.

2. Content format

The content format only applies to blog posts, so “fitness logo” won’t need to be categorized. But to give you some ideas, these six formatting styles are the most common for a blog post:

  • How-to guide
  • Step-by-step tutorial
  • List post
  • Opinion piece
  • Review
  • Comparison

So, for example, the keyword “font pairing” that we discussed in Step 1 will be a list post because it lists 30 font pairings that go well together.

3. Content angle

The content angle is the unique selling point of the top-ranking posts and pages. It can provide insight into what searchers want to see when they search for a given keyword.

For example, when you search “fitness logo,” you can see two common angles:

SERP overview for "fitness logo"
  • Fitness logo maker
  • Fitness logo ideas

Here’s what the above tells me: To rank, I either need a page that provides a fitness logo maker tool or a list post about fitness logo ideas. The angle isn’t a hard-and-fast rule. But it gives you some insight into specific wording you may want to include in your title tags and meta descriptions.

Read the full guide to search intent to learn more about how to use content angles.

Fill out your spreadsheet

Now that you understand what all the columns in the spreadsheet mean, finish your SERP research. Then fill in the missing data for each keyword.

It should look something like this:

List of keywords with corresponding data

Outline, draft, and publish your pages

Once you know all the keywords you’re going to target, the next step is actually creating the pages on your site. Rather than walking you through that entire process in this article, I’ll refer you to our guide to creating SEO content.

It covers our entire writing process:

  • Find a proven topic
  • Analyze search intent
  • Write an outline
  • Write a draft
  • Edit your draft
  • Make your content visually appealing
  • Write a compelling title and description
  • Upload your post

Step 3. Outreach and link building

After you’ve published your pages, the third and final step of our B2B SEO strategy is to build backlinks. A backlink is a link from another website pointing to a page on your website.

Reaching out for these links is called link building, and backlinks are arguably the most important Google ranking factor. In our study of over 1 billion pages, we found that the biggest reason a page doesn’t rank is due to a lack of backlinks.

There are many ways to build links. Here are a few to get you started:

Rather than explain each of these here, just click on the links above to learn more. If you want to dive deeper into link building and what makes a good backlink, read our full guide to link building.

Final thoughts

At this point, you’ve seen the entire strategy from beginning to end. However, you haven’t seen a B2B SEO strategy in action yet.

I recommend checking out the websites and blogs of the B2B businesses below that have used SEO successfully. Hopefully, these can give you inspiration and guidance. I also recommend plugging them into Ahrefs’ Site Explorer for a deeper understanding of their strategies:


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What Is Schema Markup & Why Is It Important For SEO?

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What Is Schema Markup & Why Is It Important For SEO?

Schema.org is a collection of vocabulary (or schemas) used to apply structured data markup to web pages and content. Correctly applying schema can improve SEO outcomes through rich snippets.

Structured data markup is translated by platforms such as Google and Microsoft to provide enhanced rich results (or rich snippets) in search engine results pages or emails. For example, you can markup your ecommerce product pages with variants schema to help Google understand product variations.

Schema.org is an independent project that has helped establish structured data consistency across the internet. It began collaborating with search engines such as Google, Yahoo, Bing, and Yandex back in 2011.

The Schema vocabulary can be applied to pages through encodings such as RDFa, Microdata, and JSON-LD. JSON-LD schema is preferred by Google as it is the easiest to apply and maintain.

Schema is not a ranking factor.

However, your webpage becomes eligible for rich snippets in SERPs only when you use schema markup. This can enhance your search visibility and increase CTR on your webpage from search results.

Schema can also be used to build a knowledge graph of entities and topics. Using semantic markup in this way aligns your website with how AI algorithms categorize entities, assisting search engines in understanding your website and content.

This means that search engines should have additional information to help them figure out what the webpage is about.

You can even link your entities directly to sites like Wikipedia or Google’s knowledge graph to build explicit connections. Using Schema this way can have positive SEO results, according to Martha van Berkel, CEO of Schema App:

By helping search engines understand content, you are assisting them in saving resources (especially important when you have a large website with millions of pages) and increasing the chances for your content to be interpreted properly and ranked well. While this may not be a ranking factor directly, Schema helps your SEO efforts by giving search engines the best chance of interpreting your content correctly, giving users the best chance of discovering it.

Listed above are some of the most popular uses of schema, which are supported by Google and other search engines.

You may have an object type that has a schema.org definition but is not supported by search engines.

In such cases, it is advised to implement them, as search engines may start supporting them in the future, and you may benefit from them as you already have that implementation.

Google recommends JSON-LD as the preferred format for structured data. Microdata is still supported, but JSON-LD schema is recommended.

In certain circumstances, it isn’t possible to implement JSON-LD schema due to website technical infrastructure limitations such as old content management systems). In these cases, the only option is to markup HTML via Microdata or RDFa.

You can now mix JSON-LD and Microdata formats by matching the @id attribute of JSON-LD schema with the itemid attribute of Microdata schema. This approach helps reduce the HTML size of your pages.

For example, in a FAQ section with extensive text, you can use Microdata for the content and JSON-LD for the structured data without duplicating the text, thus avoiding an increase in page size. We will dive deeper into this below in the article when discussing each type in detail.

JSON-LD encodes data using JSON, making it easy to integrate structured data into web pages. JSON-LD allows connecting different schema types using a graph with @ids, improving data integration and reducing redundancy.

Let’s look at an example. Let’s say that you own a store that sells high-quality routers. If you were to look at the source code of your homepage, you would likely see something like this:

Once you dive into the code, you’ll want to find the portion of your webpage that discusses what your business offers. In this example, that data can be found between the two

tags.

The following JSON-LD formatted text will markup the information within that HTML fragment on your webpage, which you may want to include in your webpage’s

section.



This snippet of code defines your business as a store via the attribute"@type": "Store".

Then, it details its location, contact information, hours of operation from Monday to Saturday, and different operational hours for Sunday.

By structuring your webpage data this way, you provide critical information directly to search engines, which can improve how they index and display your site in search results. Just like adding tags in the initial HTML, inserting this JSON-LD script tells search engines specific aspects of your business.

Let’s review another example of WebPage schema connected with Organization and Author schemas via @id. JSON-LD is the format Google recommends and other search engines because it’s extremely flexible, and this is a great example.



In the example:

  • Website links to the organization as the publisher with @id.
  • The organization is described with detailed properties.
  • WebPage links to the WebSite with isPartOf.
  • NewsArticle links to the WebPage with isPartOf, and back to the WebPage with mainEntityOfPage, and includes the author property via @id.

You can see how graph nodes are linked to each other using the"@id"attribute. This way, we inform Google that it is a webpage published by the publisher described in the schema.

The use of hashes (#) for IDs is optional. You should only ensure that different schema types don’t have the same ID by accident. Adding custom hashes (#) can be helpful, as it provides an extra layer of insurance that they will not be repeated.

You may wonder why we use"@id"to connect graph nodes. Can’t we just drop organization, author, and webpage schemas separately on the same page, and it is intuitive that those are connected?

The issue is that Google and other search engines cannot reliably interpret these connections unless explicitly linked using @id.

Adding to the graph additional schema types is as easy as constructing Lego bricks. Say we want to add an image to the schema:

{
   "@type": "ImageObject",
   "@id": "https://www.example.com/#post-image",
   "url": "https://www.example.com/example.png",
   "contentUrl": "https://www.example.com/example.png",
   "width": 2160,
   "height": 1215,
   "thumbnail": [
     {
        "@type": "ImageObject",
        "url": "https://example.com/4x3/photo.jpg",
        "width": 1620,
        "height": 1215
      },
      {
        "@type": "ImageObject",
        "url": "https://example.com/16x9/photo.jpg",
        "width": 1440,
        "height": 810
      },
      {
        "@type": "ImageObject",
        "url": "https://example.com/1x1/photo.jpg",
        "width": 1000,
        "height": 1000
      }
    ]
}

As you already know from the NewsArticle schema, you need to add it to the above schema graph as a parent node and link via @id.

As you do that, it will have this structure:



Quite easy, isn’t it? Now that you understand the main principle, you can build your own schema based on the content you have on your website.

And since we live in the age of AI, you may also want to use ChatGPT or other chatbots to help you build any schema you want.

2. Microdata Schema Format

Microdata is a set of tags that aims to make annotating HTML elements with machine-readable tags much easier.

However, the one downside to using Microdata is that you have to mark every individual item within the body of your webpage. As you can imagine, this can quickly get messy.

Take a look at this sample HTML code, which corresponds to the above JSON schema with NewsArticle:

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000, we have grown to a team of 200 dedicated employees.

Our slogan is: "Innovation at its best".

Contact us at +1-800-555-1212 for customer service.

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author: John Doe. Connect with John on Twitter and LinkedIn.

If we convert the above JSON-LD schema into Microdata format, it will look like this:

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000-01-01, we have grown to a team of 200 dedicated employees.

Our slogan is: Innovation at its best.

Contact us at +1-800-555-1212 for Customer Service.

Example Company Logo

Connect with us on: Facebook, Twitter, LinkedIn

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author:

Example image

This example shows how complicated it becomes compared to JSON-LD since the markup is spread over HTML. Let’s understand what is in the markup.

You can see

tags like:


By adding this tag, we’re stating that the HTML code contained between the

blocks identifies a specific item.

Next, we have to identify what that item is by using the ‘itemtype’ attribute to identify the type of item (Person).


An item type comes in the form of a URL (such as https://schema.org/Person). Let’s say, for example, you have a product you may use http://schema.org/Product.

To make things easier, you can browse a list of item types here and view extensions to identify the specific entity you’re looking for. Keep in mind that this list is not all-encompassing but only includes ones that are supported by Google, so there is a possibility that you won’t find the item type for your specific niche.

It may look complicated, but Schema.org provides examples of how to use the different item types so you can see what the code is supposed to do.

Don’t worry; you won’t be left out in the cold trying to figure this out on your own!

If you’re still feeling a little intimidated by the code, Google’s Structured Data Markup Helper makes it super easy to tag your webpages.

To use this amazing tool, just select your item type, paste in the URL of the target page or the content you want to target, and then highlight the different elements so that you can tag them.

3. RDFa Schema Format

RDFa is an acronym for Resource Description Framework in Attributes. Essentially, RDFa is an extension to HTML5 designed to aid users in marking up structured data.

RDFa isn’t much different from Microdata. RDFa tags incorporate the preexisting HTML code in the body of your webpage. For familiarity, we’ll look at the same code above.

The HTML for the same JSON-LD news article will look like:

vocab="https://schema.org/" typeof="WebSite" resource="https://www.example.com/#website">

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000-01-01, we have grown to a team of 200 dedicated employees.

Our slogan is: Innovation at its best.

Contact us at +1-800-555-1212 for Customer Service.

https://www.example.com Example Company Logo

Connect with us on: Facebook, Twitter, LinkedIn

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

https://www.example.com/about

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author: John Doe Profile Twitter LinkedIn

Example image

Unlike Microdata, which uses a URL to identify types, RDFa uses one or more words to classify types.

vocab=”http://schema.org/” typeof=”WebPage”>

If you wish to identify a property further, use the ‘typeof’ attribute.

Let’s compare JSON-LD, Microdata, and RDFa side by side. The @type attribute of JSON-LD is equivalent to the itemtype attribute of Microdata format and the typeof attribute in RDFa. Furthermore, the propertyName of JSON-LD attribute would be the equivalent of the itemprop and property attributes.

Attribute Name JSON-LD Microdata RDFa
Type @type itemtype typeof
ID @id itemid resource
Property propertyName itemprop property
Name name itemprop=”name” property=”name”
Description description itemprop=”description” property=”description”

For further explanation, you can visit Schema.org to check lists and view examples. You can find which kinds of elements are defined as properties and which are defined as types.

To help, every page on Schema.org provides examples of how to apply tags properly. Of course, you can also fall back on Google’s Structured Data Testing Tool.

4. Mixing Different Formats Of Structured Data With JSON-LD

If you use JSON-LD schema but certain parts of pages aren’t compatible with it, you can mix schema formats by linking them via @id.

For example, if you have live blogging on the website and a JSON-LD schema, including all live blogging items in the JSON schema would mean having the same content twice on the page, which may increase HTML size and affect First Contentful Paint and Largest Contentful Paint page speed metrics.

You can solve this either by generating JSON-LD dynamically with JavaScript when the page loads or by marking up HTML tags of live blogging via the Microdata format, then linking to your JSON-LD schema in the head section via “@id“.

Here is an example of how to do it.

Say we have this HTML with Microdata markup with itemid="https://www.example.com/live-blog-page/#live-blog"

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We can link to it from the sample JSON-LD example we had like this:



If you copy and paste HTML and JSON examples underneath in the schema validator tool, you will see that they are validating properly.

The schema validator does validate the above example.The schema validator does validate the above example.

The SEO Impact Of Structured Data

This article explored the different schema encoding types and all the nuances regarding structured data implementation.

Schema is much easier to apply than it seems, and it’s a best practice you must incorporate into your webpages. While you won’t receive a direct boost in your SEO rankings for implementing Schema, it can:

  • Make your pages eligible to appear in rich results.
  • Ensure your pages get seen by the right users more often.
  • Avoid confusion and ambiguity.

The work may seem tedious. However, given time and effort, properly implementing Schema markup is good for your website and can lead to better user journeys through the accuracy of information you’re supplying to search engines.


Image Credits

Featured Image: Paulo Bobita
Screenshot taken by author

 

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Chuck Price

Founder at Measurable SEO

Looking for a Content Marketing Solution to Increase Traffic and Revenue? I’m the founder of Measurable SEO and former COO ...

Advanced Technical SEO: A Complete Guide



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Gen Z Ditches Google, Turns To Reddit For Product Searches

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In this photo illustration, the Reddit logo is displayed on a smartphone screen.

A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers.

The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online.

Here’s an overview of key findings and the implications for marketers.

Decline In Traditional Search

The study found that Gen Z uses search engines to find new brands and products less often.

That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products.

There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms.

Because of this, traditional SEO strategies might not work well for reaching younger customers.

Takeaway

Companies trying to reach Gen Z might need to try new methods instead of just focusing on being visible on Google and other search engines.

Rise Of Social Media Discovery

Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Gen Z is increasingly using social media to find new brands and products.

The study shows that Gen Z has used social media for product discovery 36% more frequently since 2018.

This change is affecting how young people shop online. Instead of searching for products, they expect brands to appear in their social media feeds.

1719123963 547 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Because of this, companies trying to reach young customers need to pay more attention to how they present themselves on social media.

Takeaway

To succeed at marketing to Gen Z, businesses will likely need to focus on two main things:

  1. Ensure that your content appears more often in social media feeds.
  2. Create posts people want to share and interact with.

Trust Issues With Influencer Marketing

Even though more people are finding products through social media, the report shows that Gen Z is less likely to trust what social media influencers recommend.

These young shoppers often don’t believe in posts that influencers are paid to make or products they promote.

Instead, they prefer to get information from sources that feel more real and are driven by regular people in online communities.

Takeaway

Because of this lack of trust, companies must focus on being genuine and building trust when they try to get their websites to appear in search results or create ads.

Some good ways to connect with these young consumers might be to use content created by regular users, encourage honest product reviews, and create authentic conversations within online communities.

Challenges With Current Search Experiences

The research shows that many people are unhappy with how search engines work right now.

More than 60% of those surveyed want search results to be more trustworthy. Almost half of users don’t like looking through many search result pages.

Gen Z is particularly bothered by inaccurate information and unreliable reviews.

1719123963 785 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Takeaway

Given the frustration with search quality, marketers should prioritize creating accurate, trustworthy content.

This can help build brand credibility, leading to more direct visits.

Reddit: A Trusted Alternative

The report suggests that Gen Z trusts Reddit when looking up products—it’s their third most trusted source, after friends and family and review websites.

1719123963 403 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Young users like Reddit because it’s community-based and provides specific answers to users’ questions, making it feel more real.

It’s worth noting that this report comes from Reddit itself, which probably influenced why it’s suggesting its own platform.

Takeaway

Companies should focus more on being part of smaller, specific online groups frequented by Gen Z.

That could include Reddit or any other forum.

Why SEJ Cares

As young people change how they look for information online, this study gives businesses important clues about connecting with future customers.

Here’s what to remember:

  • Traditional search engine use is declining among Gen Z.
  • Social media is increasingly vital for product discovery.
  • There’s growing skepticism towards influencer marketing.
  • Current search experiences often fail to meet user expectations.
  • Community-based platforms like Reddit are gaining trust.

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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

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