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Why Intent-Qualified Organic Traffic Will Power the Future of B2B Marketing
By Nick Nelson
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. Maybe all that and more.
These underlying motivations propel unique journeys that will, hopefully, lead to your brand and solution. But you don’t want to leave it to chance, and that’s why marketing exists.
B2B marketers have grown very adept at using data to find their target audiences across digital channels and media. But too often, they stop short of understanding why prospects and customers are where they are.
An intent-based SEO content strategy centers on buyer motivations, supporting their journeys at various stages with helpful, enlightening, problem-solving content that makes a powerful impression.
[bctt tweet=”“An intent-based SEO content strategy centers on buyer motivations, supporting their journey with problem-solving content that makes a powerful impression.” — Nick Nelson @NickNelsonMN” username=”toprank”]It’s why we believe intent-qualified organic traffic will be foundational to B2B marketing success going forward, as we explain in our new free guide, Marketing with Intent. Within you will find a process for creating content that excels based on this framework.
Here, you can learn a little bit more about why adopting this philosophy is essential to future growth in B2B.
Search engines are evolving around user intent
The first thing to understand about search engines like Google is that they are very smart, and getting smarter. You’re not going to game them with keyword stuffing, or empty long-form content, or AI-generated muck. The best way to reach the top of the rankings – and earn the valuable organic traffic that entails – is to create helpful, useful, high-quality content that perfectly matches the intent of the search query.
“Many of us have experienced the frustration of visiting a web page that seems like it has what we’re looking for, but doesn’t live up to our expectations,” acknowledged Danny Sullivan, Google’s public liaison for search, in a 2022 post. “The content might not have the insights you want, or it may not even seem like it was created for, or even by, a person. We work hard to make sure the pages we show on Search are as helpful and relevant as possible.”
Indeed, Google’s big algorithm update late last summer was known as the “helpful content update,” making no secret of the qualities their engine is looking for in prioritized results.
[bctt tweet=”“Google’s big algorithm update in summer of 2022 was known as the ‘helpful content update,’ making no secret of the qualities their engine is looking for in prioritized results.” — Nick Nelson @NickNelsonMN” username=”toprank”]Not all organic traffic is equal
Organic search traffic is the lifeblood of a sustainable and efficient B2B content marketing strategy. A report from BrightEdge found that 53% of traffic to business websites is accounted for by organic search, making it “the …read more
Source:: Top Rank Blog
