3 handy tips to harness search for top-ranking B2B content

There’s more to optimizing your webpages than choosing the right keywords. User experience is moving from online inquiries to journeys, and predictive intelligence is altering the playing field.

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An ascent to the top of organic search results can be punishing.

In vying for visibility against a vast field of competitors—and amid the constant tinkering of search providers—there’s no rest for weary marketers and publishers.

With Google dominating the search scene, the ongoing work to update ranking algorithms and the design of results pages is often shrouded in secrecy. When released in sudden bursts, the changes can thwart the best-laid plans of SEO content creators.

Yes, responding and tweaking iterate at a vexing pace. However, diligent effort does have its rewards: enhanced search conditions that favor organic B2B content.

From search to decision

Search technology is growing more precise, and that refined logic is bringing more B2B sites to the surface. This improved user experience has business audiences turning to search in greater numbers.

According to 2019 Forrester research, 92% of business buyers first look for answers online before making purchases. Two-thirds (68%) like to handle their own online searches, up from 53% in 2015.

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