At the heart of every B2B purchase decision lies a motivation. The buyer is trying to solve a problem, or improve a process, or gain an edge over their top competitor.
From changes in how people search thanks to technological innovations such as voice assistants, to changes in how search engine algorithms identify searcher needs, smart SEO is now rooted in understanding and matching the intent behind search queries. When we marketers understand search intent, we can create new content and/or optimize existing content to be more tailored to their audience’s specific needs, problems, and questions—helping gain SERP visibility in the increasingly crowded content landscape, and attract more qualified traffic and build trust with those visitors (who will hopefully feel like you “get” them and their needs). At TopRank Marketing, we call this SEO and content strategy striving to be the best answer for your audiences —wherever and whenever they’re searching.