The Future Of B2B Search: Start Preparing For Social SEO Now (Search Engine Land)

Just when you thought your strategy was defined in SEO, the time has come for us to once again get ready for significant change in how we approach SEO as search marketers. With the recent announcements from Google, the future of search is indeed social in nature.

The weighting of social signals, particularly those from Google Plus sources, will be a major factor that can be used to serve more relevant information to its users.  After all, this is how Google will continue to serve its mission “To organize the world’s information and make it universally accessible and useful.”

Why This Is So Important To Your B2B Search Program
The pervasive use of Social Networks and the value of the information inherent within a social network have made social ranking signals an imperative to search engines’ ranking algorithms. The search engines are always striving to provide more accurate and relevant search results.

This will be especially valuable to B2B SEO campaigns considering long sales cycles and complex buying behavior. The B2B lifecycle is comprised of multiple touch points across stakeholder groups and is seldom a linear funnel.

Because of this, it’s important that whatever the needs of the buyer, you are being found when a search is underway. Since this often means stretching your budgets down the long tail, it has often been a challenge to the oft under resourced B2B search campaign. However, with the evolution of social signals informing the SERP’s, there is an opportunity for increased efficiency in B2B search.

With the community at large acting as a form of human filter on what is most important, there is an opportunity to sculpt the relevance of your business to your potential customers. To see this in more detail, check out this post on the subject from Dan Cristo, the Director of SEO Innovation at Catalyst Online.

Increasing Your SERP Position In 60 Seconds
To demonstrate the impact and value of the social signals, I have some screen shots of how this is currently working. It’s important to keep in mind that this is meant to show you the impact of personalized search results on a SERP.

This will highlight the ways and means in which personalized results are influencing SEO. This has become a vital concept to note with Google’s recent announcements on privacy.

In this first screen, you will see how if I type the term “b2b” in an impersonalized SERP, I receive the usual retinue of potentially relevant assets to my query.

Read the full article here.


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