Google’s demands on good websites have been getting higher for years. Google recently announced the three strongest SEO ranking factors: content, backlinks and RankBrain. But what do B2B marketers need to consider in order to stay in the rankings and stay ahead of competitors? We’ll tell you how to prepare your B2B website for Google updates and meet the SEO Ranking requirements of tomorrow.
Google wants to ensure the loyalty of its users and should therefore always deliver the best possible search results. Google must therefore develop and improve algorithms in order to be able to interpret the user’s intention behind search queries as best as possible. This is the only way the search engine can deliver the most suitable results.
Hummingbird as a pioneer for a new generation of search engines
Google set the course for this back in 2013 and rolled stockholder database out the Hummingbird update for this purpose . Hummingbird ushered in a new generation of search algorithms. Since then, terms within a search query are no longer considered separately, but contextually. This should enable Google to understand the user’s intention behind a search query much better. This enables Google to recognize the context in which a search query womenomics empowering esgs in japan is made, even if the keyword has different meanings. SEO Ranking In B2B, the term temperature measuring device could be mentioned here. If someone is looking for a temperature measuring device for industrial purposes, they are unlikely to mean a mundane fever thermometer. The latter, however, is searched for in a medical and, above all, private context.
Panda Update: User-centric content with high added value
Google has not only learned to interpret search queries better, but also to evaluate the content of websites better. This is the only way Google can deliver the optimal content for the search query in the form of search results. For this purpose, Google introduced the Panda update . Which was first rolled out in 2011 and is constantly being developed further. The Google update Panda 4.0 from 2014 shows how hard Google is working on this algorithm . And thus on the better, content-based evaluation of websites. Google has optimized its own anhui mobile phone number list algorithm from 2011 so much that it was even introduced as an improved generation under a “new” name.
Since Panda, B2B marketers have repeatedly heard that content must add value, but what that means in practice remains hidden. There is only a limited blanket answer to this. In very general terms . The content should cover the respective topic in its entirety and provide users with answers to their questions. There is no question that the texts are written in an appealing and error-free manner.
When designing the content of your website, always put yourself in the shoes of your target groups and ask yourself the following question. SEO RankingWho needs what content for what purpose in which phase of the buying cycle? Avoid offering content that is irrelevant to your target group: This will alienate your visitors, who will then not interact with your website. The RankBrain update, which will be discussed in more detail shortly, will show why interaction is essential.