Staying on top of SEO best practices and increasing organic traffic is a priority for many B2B marketers. The more targeted buyers you bring to your content, the more you will increase your conversion rates and generate leads.
I sat down with Stephen Johnson, resident SEO expert at Salt Water Digital, to find out how search engine optimization is affecting B2B marketers in 2017.
Q: How has SEO changed in 2017?
Stephen: Google made some major updates in the early part of 2017 that we are still trying to understand. Many of the core principles of SEO remain valuable. But we need to determine what best practices will move the needle the most.
The two most important SEO considerations are content and domain authority. It’s important to publish high-quality, long-form content, as search engines send traffic to pages that are authorities for keywords. Pages with thin content won’t perform as well as pages with longer content.
However, content isn’t everything. The strength of your domain is still critical. A domain’s age, size, and popularity determines its authority. A site gains authority when other sites with high authority scores recognize it.
To improve your domain authority, focus on link building.
Q: Everyone talks about link building. How do you effectively build links?
Stephen: Passively waiting for backlinks is not an effective way to improve your SEO. You must be proactive.
We recommend two strategies for building links. The first involves using industry-specific citations or directories. Most industries have online resources where you can list your company or provide content in return for a link, such as through an interview or a guest post. Providing your expertise on blogs is an excellent way to acquire links.
While some directories aren’t high impact, they can still support your link-building efforts. Industry blogs and resources often have high domain authority – not to mention the respect of your customers. Find out which sites can provide you with high-quality links and form relationships with their editorial team.
The second strategy is to outsource your link building to an SEO company that can take care of everything for you. However, it’s important to learn how they plan to acquire links to your website so that you can avoid penalties from Google.
For example, ensure that they won’t use black hat techniques that spam your site around with low quality or hacked accounts. Avoid Fiverr at all costs. You should also find out which websites they will get links from and check their domain authority using MOZ.
Q: Are one-way links more valuable than linking between websites?
Stephen: Google looks for logical link building. Does the link make sense?
For example, you can’t add your financial planning software to a website about dogs. The website doesn’t have any relevancy, and Google will recognize this. Industry relevant links are important.
Q: To avoid thin content, is it better to have one long post per month instead of four shorter posts?
Stephen: You don’t need to write super posts all the time because you’ll burn out and Go to the full article.
Source:: Business 2 Community