seo management: lessons learned in 2023 for b2b businesses



SEO reputation management is an essential part of any B2B business strategy. But it’s not a one-and-done task.

As search engines and algorithms continue to evolve, so does the need for businesses to constantly adapt and improve their search engine optimization (SEO) efforts. You want to know that the best information about your business is the first thing potential customers see when they search for your products or services. This is especially critical in a B2B context, where a company’s online presence and reputation can make or break business deals.

So, what should B2B businesses keep in mind when it comes to SEO reputation management? Here are some lessons learned in 2023 that can help guide your SEO strategy moving forward.

understanding user search intent

One of the most important lessons learned in 2023 is the importance of understanding user intent in search queries.

Gone are the days when stuffing keywords into your content was enough to rank high on search engine results pages (SERPs). Today, search engines prioritize delivering the most relevant and valuable results to users. As such, B2B companies need to understand what their target audience is searching for and why.

lesson 1: focus on problem-solving

In the B2B world, potential customers are not just looking for information; they are looking for solutions to their problems. They don’t make a purchase decision based on emotions. Instead, they want to know how your product or service can solve their pain points and improve their business processes.

actionable strategy:

  • Use tools such as AnswerThePublic or Google’s “People also ask” section to find relevant queries. These can give you insights into what users are looking for and how to tailor your content to their needs.
  • Create content that addresses specific problems and provides actionable solutions. Be sure to include relevant keywords in your content, but always prioritize providing value.

lesson 2: optimize for conversational queries

Another important lesson learned in 2023 is the rise of voice search and conversational queries. With the increasing use of smart speakers and virtual assistants, more users are using natural language to search for information. This means that B2B companies need to optimize their content for long-tail keywords and phrases rather than just short, generic keywords.

actionable strategy:

  • Use tools like Ahrefs to research and identify long-tail keywords related to your industry and target audience.
  • Create content that answers common questions in a conversational tone, similar to how someone would ask a question to a person. This will help your content rank for voice searches and attract more organic traffic.

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the rise of ai in seo

Another major trend that emerged in 2023 was the use of Artificial Intelligence (AI) in content marketing and SEO.

While AI offers plenty of potential benefits for B2B companies, it also presents new challenges in terms of optimization and user experience. Search engine algorithms have been cracking down on low-quality content generated by AI. So, B2B businesses need to use it strategically and ethically.

lesson 3: use ai with care and caution

Pay attention to the quality of your content and avoid using AI solely for the sake of creating more content. Instead, use it to enhance and improve your existing content by incorporating data-driven insights and personalization.

actionable strategy:

  • Consider hiring a digital marketing agency specializing in content optimization to help you develop a strategic plan.
  • Remember to keep the human element in mind when using AI. Your content should still have a personal touch and provide value to your target audience.

mobile-first indexing

Search engines have been prioritizing mobile-friendly websites for a while now, but in 2023, Google strengthened its focus on mobile-first indexing. This means that the mobile version of your website will be used as the primary source for ranking and indexing by search engines.

This shift was made in response to the fact that over 55% of search traffic comes from mobile devices. So, in order to rank higher and attract more organic traffic, B2B companies need to ensure that their website is optimized for mobile viewing.

lesson 4: optimize for mobile first indexing

If your website is not mobile-friendly, you run the risk of falling behind in the rankings and losing potential customers

actionable strategy:

  • Optimize your website for mobile viewing by using a responsive design that adjusts to different screen sizes.
  • Ensure that your website’s loading speed is fast on both desktop and mobile devices. A slow-loading website can negatively impact user experience and lead to a higher bounce rate.
  • Pay attention to your website’s content and structure. Make sure that it is easily navigable on a mobile device and that the font size and images are optimized for smaller screens.

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the importance of thought leadership

Google and other search engines place a high value on thought leadership – especially for B2B companies. This refers to the creation and sharing of original, high-quality content that establishes a business as an industry expert.

By consistently producing valuable content on your website, you can increase your chances of ranking higher in search results and attracting more organic traffic. Also, thought leadership can help build trust and credibility with potential customers.

lesson 5: create content for your audience, not yourself

Many businesses make the mistake of creating content that they want to see, rather than what their target audience is actually looking for. While it’s important to stay true to your brand and messaging, your content should ultimately be tailored to meet the needs and interests of your target audience.

actionable strategy:

  • B2B buyers are often looking for informative and educational content to help them make informed purchasing decisions. Consider creating how-to guides, case studies, industry reports, and other types of useful content that your audience will find valuable. Search engines tend to favor longer and more in-depth content – so keep that in mind.
  • See what your competitors are doing and find ways to differentiate yourself through your content. This could mean tackling different topics, taking a unique angle, or using a different format.  
  • Encourage engagement and feedback from your audience by asking for comments, questions, or suggestions. 

need help developing your seo strategy in 2024?

At Wildish Agency, we understand the complexities of B2B SEO and will work with you to develop a comprehensive strategy that aligns with your business goals. From conducting keyword research to creating high-quality content, our team has the expertise to elevate your online presence and drive qualified leads to your website.

Contact us today to learn more about our SEO services and how we can help your business thrive in 2024 and beyond.