What do B2B marketers need to know about search in 2023? B2B marketing and search have always had a complex relationship, and 2023 will undoubtedly see new shifts arise in numerous areas, from how search engines deal with human versus artificial intelligence (AI)-generated content, to indexing a partially or fully-siloed metaverse, combating dwindling organic search opportunities, where to best invest paid search advertising dollars, and key SEO fine tuning challenges. Let’s turn our attention to each of these five areas of search in B2B marketing, and take a look at the changes marketers will need to adapt to in 2023 and beyond
Since the inception of the search engine, marketers have spent an obscene amount of time optimizing their content and strategy for search. And while the old days of keyword stuffing and other black-hat SEO tactics are behind (most marketers), there’s two constants that remain the same for driving organic search results: The importance of good content and getting credible links to that good content
Marketers know that quality content and smart SEO are essential for driving toward their marketing goals, but that doesn’t mean success is easy to come by. With 53% of B2B marketers reporting their content marketing is only moderately successful, and another 23% reporting it as not at all or minimally successful, it appears that the majority of B2B marketers are struggling to see noteworthy results. So, how can marketers improve their content marketing and achieve success?