From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content

Jonathan Barrett () and Mark Herten ()
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Jonathan Barrett: Publitek Ltd.
Mark Herten: Publitek GmbH

Chapter 16 in B2B Marketing, 2021, pp 393-418 from Springer

Abstract: Abstract SEO is not a new concept in B2B marketing, but its techniques, concepts, and potentials have changed dramatically in recent years. With analytics tools and Google algorithms evolving rapidly, SEO has become more contextual and intelligent. This has opened up unseen opportunities for B2B marketers to not only optimize their content strategy but to organize online content in completely new ways. This article gives a fresh perspective on SEO and explains how B2B marketers can use advanced analytics to build frameworks and network taxonomies. By tailoring content specifically to the persona and stage of the buyer journey in the context of the user’s search, marketers can significantly enhance the performance and visibility of their web content. Furthermore, this article gives two practical examples of how this method can be applied, first for creating new information architectures for websites and blogs and second to identify relevant influencers for niche topics. The content optimization approach presented in this article does not only give website performance a huge boost, but also has the power to change the way B2B marketing is done by introducing the concept of “content-as-a-service” and pushing content marketing to a new level of customer-centricity.

Date: 2021
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DOI: 10.1007/978-3-030-54292-4_16

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