Search engine optimization has often been proclaimed dead, yet it persists as an essential marketing strategy. However, new data reveals the old SEO playbook is no longer as effective. Brands need to adapt to satisfy modern searchers and earn their trust.
In this article, we'll dive into fresh survey results exposing how B2B buyers search today. We'll discuss why company websites rank low in trustworthiness and outline key ways to update outdated SEO strategies for our AI-driven age. The data makes one thing clear--succeeding now requires creating content that provides genuine value.
A recent OGM survey asked B2B buyers about their search and content habits. The findings revealed insights into how they research and make purchasing decisions today.
The survey signals a shift in buyer behavior that B2B content marketers must note. While search engines remain crucial, there's room to improve how to produce content that buyers actually trust and want.
Despite all the changes in search, Google still reigns supreme as the starting point for most B2B research according to the survey results. Around 80% of B2B buyers indicated they begin their search on Google, making it far and away the most popular starting point.
This shows that even with the rise of social media and other platforms, Google search remains the dominant force for those looking to research B2B solutions online. While the search experience itself may be evolving, with features like featured snippets and knowledge panels shaping results, the survey confirms that the majority of buyers continue to kickoff their research on the familiar Google homepage.
Some buyers may eventually turn to other sources like Reddit or LinkedIn to complement their research, but Google holds strong as the leader in initiating the discovery process.
One of the biggest takeaways from the OGM survey was that B2B company websites ranked dead last as a trusted source of information for buyers. This result may seem shocking at first, but makes sense when you think about it.
Most B2B content created today follows a similar formula—identify keyword gaps, sprinkle in related keywords, and produce long-form content optimized for search engines.
B2B companies need to adapt and find ways to bring more real user perspectives into their content.
Relying on the same old keyword-focused content strategy simply doesn't work anymore. Buyers want to hear from other people who have been there and done that.
It's clear buyers feel much industry content looks and feels too similar across companies. Over 50% agreed on this in the OGM survey.
This likely stems from creators following the same playbook--looking at competitor rankings, finding gaps, and producing comparable content on those topics.
The result is very homogenous content that covers the same topics, takes similar approaches, and provides comparable information. Buyers see this repetitive and uninspired content everywhere, so it's no wonder B2B sites rank last in trustworthiness.
B2B content creators need to break out of this mold of imitation content. Simply matching keywords and aping competitors is not effective anymore. The new playbook requires more creativity, unique perspectives, and value-add analysis.
For a long time, the standard SEO content creation process was:
The emphasis was squarely on targeting specific keywords and matching competitors. Originality often took a back seat to keyword density. User intent and satisfaction were afterthoughts.
This model worked for a while but is becoming outdated as algorithms evolve. Simply matching keywords is no longer enough to rank highly or build trust now. A new approach is required.
Simply matching competitor keywords doesn't cut it anymore. The old tactic was to identify what keywords they ranked for and try replicating that in your content.
However, this playbook is outdated. As the survey shows, buyers find company sites and content untrustworthy and repetitive. They want real perspectives from users, not rehashed keywords.
Merely matching keywords without unique value is now a losing strategy. Google rewards original, high-quality content offering genuine helpfulness. Keywords alone don't guarantee rankings. Companies must create content providing distinctive insights tailored to their audience.
When it comes to SEO, walking the tightrope between optimizing for search engines and creating valuable content for users is crucial. Over-optimization happens when you go too far in tweaking your content for search algorithms, which can backfire.
The definition of over-optimization is evolving, and the threshold is becoming increasingly stringent. Tools and plugins that provide continuous "SEO scores" as you write can make it tempting to optimize indiscriminately. While those green scores can be gratifying, they often push you toward over-optimization.
SEO tools can certainly be helpful, but their guidance can sometimes lead to detrimental practices. Aiming for perfect scores on these platforms can divert your focus from crafting genuinely useful and engaging content. The result is content that may technically meet SEO standards but falls short in delivering real value to readers.
Balancing SEO and user-first content is crucial. While optimizing for search engines helps improve visibility, pushing it too far can backfire. Here are the risks:
Over-optimization can lead to algorithmic penalties. Search engines like Google are designed to detect and penalize content that's overly optimized, which can cause your site’s ranking to plummet.
When content is forced to fit SEO guidelines excessively, it often becomes unnatural and hard to read. This negatively affects user experience, ultimately reducing engagement and increasing bounce rates.
SEO tools often encourage practices like overusing exact match keywords, which can make your content sound repetitive and robotic. Quality should always come before keyword frequency.
Certain plugins and tools provide ongoing "SEO scores" as you draft content. While these scores can be gamified to turn green, they frequently lead to content that is over-optimized rather than genuinely valuable.
A heavy focus on inserting target keywords can lead to a practice called "keyword stuffing." Even if you avoid blatant stuffing, an overabundance of keywords can harm readability and frustrate users.
Relying too heavily on specific keywords also restricts the natural flow of language. This can make your content less engaging and prevent you from using a more varied and rich vocabulary that would appeal to readers.
In efforts to optimize too tightly, writers often remove valuable information that doesn’t directly serve SEO goals. This thins out the content, making it less comprehensive and useful to readers.
By avoiding over-optimization, you can create balanced, high-quality content that serves both search engines and users effectively.
Ultimately, the goal of SEO should be to make your content more accessible to those searching for it, not to game the system. Over-optimization might offer short-term gains, but it often leads to penalties and a poorer user experience in the long run.
Shifting your focus from chasing SEO scores to prioritizing high-quality, user-first content can set you on the path to sustainable, long-term success in search rankings.
The survey found 51% of buyers believe most B2B content is too long. This likely results from trying to hit arbitrary word counts and stuff in keywords.
But length doesn't equal value. More words don't make content better automatically. Overly long-winded pieces often lead to high bounce rates as readers' attention wanes.
B2B buyers want content that's concise and easily digestible. They're after key insights, not novels. Writing succinctly delivers clearer messages, and shorter content can be more engaging.
The focus should be on quality over quantity. Provide value first, not filler to pad lengths.
According to the survey, 66% of buyers prefer video over text content. This aligns with video's ubiquity as a communication medium across platforms today.
Text-heavy content can feel overwhelming, while a well-produced video efficiently conveys key points and perspectives. Brands relying mostly on text may be missing opportunities.
Creating more video allows showcasing expertise in buyers' preferred format - anything from explainers and testimonials to behind-the-scenes footage and user interviews.
Video represents a major chance for B2B marketers to revamp their content strategy. Investing here can help brands stand out from competitors still leaning on text.
Expanding your reach through various online channels can significantly boost organic branded searches for your website. Here's how it works:
When you consistently share content across multiple platforms—like social media, forums, and video-sharing sites—your brand becomes more recognizable. For example, active engagement on Facebook, X, and LinkedIn helps people remember your brand name and its unique offerings.
Regularly posting high-quality, valuable content on these channels signals to users that your brand is an authority in your field. Platforms such as YouTube and Quora allow you to showcase your expertise, leading users to trust your brand more. This trust often translates into users directly searching for your brand on search engines.
As your audience grows on platforms like Instagram and Pinterest, more people will begin to visit your website directly by searching for your brand. This organic branded search traffic indicates to search engines like Google that your site is gaining authority, enhancing your search engine rankings.
User interactions and reviews on platforms such as Yelp and TripAdvisor serve as social proof of your brand's credibility. When potential customers see positive feedback, they are more likely to search for your brand directly, increasing organic branded search traffic.
Link your various channels back to your main website. For instance, embed links to your website in YouTube video descriptions, and share blog post links on Twitter and Facebook. This cross-promotion not only drives immediate traffic but also encourages users to remember and search for your brand later.
By strategically leveraging these channels, you create a multi-faceted presence that naturally drives more organic branded searches to your website.
While the old playbook fades, AI opens new content optimization opportunities. Tools can analyze competitors, identify gaps, and even assist writing.
For example, RivalFlow AI uses AI to compare your content against top rankings and provide recommendations on questions you're not answering and questions that you've answered, but not thoroughly. The sole purpose of the platform is to help folks create helpful content that is actually answering the questions searchers have.
On the creation side, AI platforms like Copy.ai can help draft content from prompts and outlines, speeding up ideation.
The key is using AI to enhance human creativity and expertise, not replace it entirely. AI can surface insights and optimize elements, but skilled creators are still needed to craft compelling narratives and unique perspectives.
When leveraged strategically alongside human effort, AI can be powerful for creating the standout, user-centric content modern SEO demands.
Google's "Search Generative Experience" leverages AI to enhance search results by understanding the context and intent behind queries. This advanced comprehension affects SEO strategies in several ways.
Google's AI aims to present the most relevant and high-quality content, ensuring a positive user experience. Websites that consistently provide valuable and engaging content are more likely to be favored by the algorithm.
As your content gains visibility, more users may search for your brand directly. These branded searches indicate trust and authority, signaling to Google that your site is a reputable source. This recognition can lead to higher rankings across various search terms.
AI can discern the intricacies of user queries, making it essential to produce content that directly addresses specific needs and questions. Keyword strategies should now focus more on relevance and user intent rather than just volume.
The AI-driven search experience values sites that demonstrate authority and credibility. High-quality backlinks, user engagement metrics, and consistent content can improve your site's perceived authority, boosting your SEO performance.
In summary, Google's "Search Generative Experience" is transforming SEO by prioritizing user-centric and authoritative content. Adapting to these changes can significantly enhance your site's visibility and ranking.
So what should an effective B2B content strategy look like now? Here are some key elements:
The core principle is relentlessly focusing on understanding and serving your audience. Keywords are still means to connect with users, not ends in themselves. By deeply grasping your buyers and creating uniquely valuable content for them, you'll be poised to win in search.
The days of gaming rankings through keyword stuffing and manipulative tactics are over. The new SEO era prioritizes creating content with the user top of mind.
By deeply understanding your audience, communicating with empathy and clarity, and leveraging AI and tools to optimize for relevance and value, you can craft content rising above the noise to forge real connections with buyers.
SEO's future is about being genuinely helpful, not using tricks and hacks. The brands and marketers embracing this mindset will drive discovery, engagement, and revenue for years--no matter how algorithms evolve.
SEO is evolving, not dying. It's simply becoming more human-centric. Adapt now or be left behind.
