Understanding how a search engine works is crucial for ranking websites in search results. It will be more than just another article on SEO for beginners. Here, we explain what SEO means for your business and offer insights into effective elements of an SEO marketing strategy. This article covers SEO video marketing, which is an often underestimated strategy. We discuss some of the topics of artificial intelligence and reveal what content gap analysis is. Learn more about SEO techniques that elevate your company website's profile and increase B2B sales with a well-tailored marketing setup. Let's go.

We all know that we should follow certain methods that will help us rank our content much higher on Google. Some SEO approaches should inform us about avoiding duplicate content and keeping the site design simple and minimalistic. These aspects are related to SEO, but many other factors affect site performance too.

Most websites on the Internet are built based on HTML and CSS, but some may include embedded elements from JavaScript or Python. Websites can be made entirely using these technologies. The code should be SEO-oriented from the beginning (see more below).

Content includes essential information on your website about your B2B business. It can contain various media, videos, interactive widgets, and copywriting. No matter which part of the media is used, video or copy, everything should focus on optimal length and integration of relevant keywords.

It is an HTML element that defines the title of a web page. It appears as a clickable headline on search engine results pages. The meta title should be relevant and descriptive and contain keywords. The recommended length is about 50-60 characters.

Description for Meta is also an HTML element containing a summary of the content of a web page. It appears below the meta title in search results. Meta Description affects the click-through rate (CTR). Recommended length is about 150-160 characters.

Backlinks are all the links from your site shared on domains other than your business. The number of backlinks can be increased by creating compelling content republishing anywhere on the web. You can accomplish this by posting event news and contacting relevant bloggers. It is known as word-of-mouth, which is of great value for SEO.

The role of social media in SEO is to interact with customers, share updates via links to sites, and promote products with engaging content. This is one way to create a relevant group of followers. LinkedIn is the most reliable social media for B2B, where you can follow and interact with decision-makers through Sales Navigator.

You can incredibly enhance visibility and gather reviews by using online directories. These online platforms allow you to respond to feedback and get positive reviews that can impact your brand image.

SEO begins with the site code. That's why integrating SEO during website design is crucial. Implementing SEO after the code is ready can be a challenge. Therefore, if you plan to create a new brand with a new website or refresh the content for a new brand identity, it's worth hiring web developers and SEO programmers who understand how to incorporate the best SEO solutions into your site.

We're pretty sure that most marketing managers and business developers are familiar with content clusters. If not, let me briefly explain.

A content cluster involves creating multiple blog articles on a specific topic and a pillar page that links to all the previously written blog posts. This is not a big deal, but it must be SEO-oriented.

This approach significantly impacts SEO. Once this strategy is implemented, you can start seeing results within 2-3 months or even a few days. Your site may achieve a high ranking in the SERPs, helping you gain more traffic or secure the top position in your industry.

The cluster approach creates a network of interconnected content. It provides in-depth coverage of a specific topic.

Focus on search engine optimization (SEO) blog clusters increase a site's visibility on search engine results pages (SERPs).

Each blog post within a cluster addresses a specific aspect or sub-topic related to the main topic covered on the pillar site.

Establishes the website as an authoritative source in a specific niche or industry through in-depth, well-organized content.

Contributes to long-term SEO benefits by creating a content structure preferred by search engines and valued by users seeking comprehensive information.

It's time to move on to the next topic. Let's share some details about content consolidation.

Consolidation for the content reflects the process of merging different pieces of content. You can merge blog posts, videos, and landing pages into a single article. It's pretty similar to a content cluster, but you combine various media. This technique is beneficial for companies that may not have a completely solid SEO setup on their website and multiple pieces of content.

Start with a beneficial purpose and value proposition. It should be on top of the page. You need to clearly state what the content further linked to certain pages is about.

By using an image or video directly related to your industry on the top of the page, you can visually increase your website's appeal and capture the right people's attention. This approach reinforces your marketing message.

CTA is a prominent and very persuasive element. Using the CTA button guides visitors to take the desired action. You can use "Sign Up," "Get Started," "Contact us," and "Get a consultation." there are many creative options to spark interest and push for action.

Set up a clear presentation of the benefits and features of the product or service you are selling. Here, you can directly link other pages and content from your site.

These are elements that can influence your SEO. Remember that the entire content should be keyword-based, but avoid keyword stuffing. Be semantic and let it reflect your thoughts. However, don't go too far and avoid unnecessary comparisons or inadequate industrial examples that may reveal your lack of knowledge and relevance to the industry.

When beginning with content consolidation, you can create a single page entirely focused on SEO. Moreover, there's no need to rebuild existing landing pages, rewrite blogs, or change headlines in videos. Instead, you create an additional element that combines everything you already have on a single topic.

You must learn a few things about SEO maintenance to keep your content the best in class over time. Therefore, we're sharing more about how to remain competitive over time, as it significantly influences your SEO strategies. The presented approach is also focused on continuous SEO improvement.

There is no way to create content for a website where its popularity will last forever. This is obvious to everyone because the online environment is constantly changing. While changes in B2B may not be as frequent, and you may offer one business solution for many years, this is not the case for online operations. Therefore, leaving your website untouched for many years will not help keep it high in the SERPs. You must know that SERP rankings are not static.

No, unfortunately not.

This is because Google algorithms are changing. It's possible that crawlers have stopped indexing the website because no changes were detected. In such cases, crawlers may only index the part of the site where the content was updated. This can directly impact the SERPs.

It is one of the reasons why you should keep your website content updated and optimized. Another reason might be that your website content is incomplete or underperforming. This means that you have not included the necessary keywords in the content to be more competitive.

Content gap analysis identifies and addresses missing or underperforming content on a website compared to competitors or market standards. You can evaluate technical aspects and catch up on the keyword gap. What do you need to do then?

• Update and re-optimize content – update your pages with fresh elements and widgets that are SEO-directed and align with your industry.

• Check keyword cannibalization – ensure you don't have too many similar keywords on other pages that can take away your traffic.

• Update your internal link structure – add new links to your existing pages with content recently created.

• Re-optimize your homepage to focus on branded terms – use keywords or search terms that include a brand, industry product, and service name or a variation of them to strengthen your visibility.

With content gap analysis, you can also target ads to those keywords that your competitors have not used so far. This can be a way to get more relevant online traffic. You can also verify keyword difficulty to be more competitive in areas where competitors are pushing highly competitive keywords and are likely to lose money.

Since we are writing about SEO here, our goal is also to focus on creating industry-specific content that will help you be more visible in B2B. We've selected the types of content that were very relevant and popular in 2023 and will likely gain more exposure in 2024.

Investing time and money in this kind of content keeps your business competitive. It's also worth mentioning that in 2023, we have seen a considerable shift in website and content development towards interactivity. So, it's all about keeping your visitors, maybe even prospects, engaged with website content. Let them interact with your website as much as possible to keep them busy and thinking about your solutions, services, and products.

Let's keep in mind that this content must target SEO keywords.

As artificial intelligence (AI) takes the top spot in our ranking, we need to reflect more on this subject. AI can significantly assist you in 2024 in creating blogs and all-over copywriting. We have selected content programs for generating AI copywriting content that you may consider in 2024.

• ChatGPT 

• WordAi 

• Ink 

• AI Writer 

• Jasper 

We highly recommend reviewing AI-generated content. You may find that what it produces, AI doesn't comprehensively cover your topic and, of course, includes various errors. Regardless of the type of errors, you certainly don't want to provide your B2B partners and customers with irrelevant content. How would you feel forwarding an AI-generated article from your website to one of your prospects without being sure if the AI clearly understood your intention? No one wants to take that risk, and you would appreciate having content created based on human research and checks.

Video will still be on top in 2024. You can really benefit from SEO strategies oriented on the video materials. For those who may not know, SEO video content is the same effective as B2B articles, but you need to understand the value of SEO video.

• AI Videos  

• AI Pictures 

• AI Images  

• Open AI 

• Jasper Art 

Nevertheless, we have seen that the quality and flexibility of marketing video services on demand are far better than AI. You can achieve much more flexibility and better quality with handmade marketing videos. Most likely, the time required for AI video creation or tuning to require results is comparable to the time needed for creating and editing a completely new video using a typical camera.

If you're searching for a content and SEO digital marketing agency, there might be many places that you can go. However, not many of them hire people who have worked directly in the industries that you're representing. It is a key differentiator because most agencies hire individuals who might excel in their specific niches but may struggle to adapt and effectively support your marketing efforts to sell B2B services or goods.

Simply put, it would be a mistake to assume that they can easily get unique information from the Internet to improve your business. Pretty often, they will build their experience with you, and it will cost money. The bigger your company and website are, the easier it will be for them to find good excuses to avoid judgment for delivering poor services. We leave it to you to make the decision on whether you want to develop your content and SEO on your own or if you prefer to reach out to someone who can help you. Please, just think about what I said and keep in mind that some companies can be a good extension of your existing marketing team.