Search marketing has elevated and grown in numerous ways throughout 2022. At each of the shifts and changes in the search marketing landscape along the way, we’ve done our best to not only cover each twist and turn, but to also offer relevant insight and research-based strategy that will help B2B marketers meet the increasing challenges placed in front of us.
We’re fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog covering the state of search marketing — which will celebrate its 20th year in 2023.
To help our blog community grow its search marketing knowledge, we’re thrilled to offer our annual list of the most popular search marketing and search engine optimization (SEO) posts of 2022 we’ve published throughout the year.
Our Most Popular Search Marketing Posts in 2022:
1. Conference Collection: Top B2B Marketing Events To Learn From In 2022 — Lane R. Ellis
What are some of the top events, conferences and industry trade shows — whether virtual, in-person, and hybrid — for B2B marketers to learn from this spring and beyond?
In our most popular search marketing related post of 2022, we shared over 40 search, influencer, content marketing, and related B2B marketing conferences.
Marketing conferences offer a true wealth of benefits to marketers seeking the latest learning, new networking opportunities, and the latest industry research and insight to increase brand awareness, but sometimes finding events that match your business and B2B search marketing needs can be challenging.“We’re all the same size rectangle on the Zoom screen.” — Vanessa Colella of @Citi Click To Tweet
In the second most popular search marketing post of the year, our Nick Nelson shared the top SEO and search marketing take-aways for B2B marketers from the MnSearch Summit 2022 MnSEARCH event, featuring:
- Jenny Halasz on Ecommerce Pitfalls & Solutions
- Niki Mosier on Building a Content Strategy for a Niche Industry
- Brian Massey on Getting Started with A/B Testing
- Bob Sparkins on the Anatomy of a High-Converting Landing Page
- Christina Garnett on Harnessing Brand Affinity Through Community
- Alina Benny on Winning with Content Operations
3. Ongoing Optimization: Strategic SEO Tips For B2B Marketers In 2022 — Lane R. Ellis
How can B2B marketers improve their SEO strategies and focus in the fast and furious digital landscape of 2022?
From tapping into both the minute and the monumental and utilizing process checklists to keeping track of industry best-practice changes, in the number three spot on our top search marketing posts of 2022 list, we shared a collection of top tips to help B2B marketers improve SEO focus and strategy.
The more aligned your organization’s SEO and marketing efforts can become, the greater their combined power is — to build and promote content that can reach heights that aren’t possible when using just one of these two important ingredients.“SEO is a constant swirling sea of activity. Sometimes this sea is murky and tumultuous, and at others — at least for a brief while — clear and calm.” — Lane R. Ellis @lanerellis Click To Tweet
How are top marketers successfully working with B2B influencer marketing agencies?
In our fourth most popular search marketing post of 2022, our CEO Lee Odden shared new insight and data on how top B2B brands are inspiring customers with powerful B2B influencer marketing agency collaborations.
B2B marketers are searching for more than the topic of B2B influencer marketing. They want to find:
- B2B influencer marketing examples
- B2B influencer marketing in 2023
- B2B influencer marketing case studies
- B2B influencer marketing statistics
- B2B influencer marketing on LinkedIn
- The best B2B influencer campaigns
5. 5 New Search Opportunities B2B Marketers Need To Know In 2023 — Lane R. Ellis
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 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.
In the fifth most popular search marketing post of 2022, I took a look at each of these opportunities.“I think what ultimately works best is that you prove to Google — and users — that the updates you’re providing are valuable: unique, compelling, high-quality, and not something that’s already published elsewhere.” — John Mueller @JohnMu Click To Tweet
In 2022 Google has made changes that affect what B2B marketers are able to accomplish with its search and advertising offerings, but how can these sometimes subtle changes be utilized to elevate marketing efforts in the year ahead?
Google’s search updates offer B2B marketers new opportunities and challenges. From sustainable crawling and improved guidelines to industry event plans and the evolution of content delivery, In our sixth most popular search marketing post of 2022, I shared five ways to elevate your efforts.“B2B marketers can all too easily get caught up in wrapping up content in the flavor-of-the-month social platform or app formatting. It's good to step back and make sure that the actual messaging is relevant.” — @lanerellis Click To Tweet
7. Press Play: How Marketers Who Invest in B2B Video Earn Greater ROI — Lane R. Ellis
How is B2B video marketing continuing its ascendancy and generating greater return-on-investment (ROI) than ever — including search — and where are B2B marketers finding the sweet spot when it comes to video success?
From the increasing prominence of video in search and social to the growing power of video to tell more memorable stories, in our seventh most-read search marketing article of the year, I shared seven new insights into B2B video.“We see that people love videos and authentic images in search results, so we try to show them more.” — John Mueller @JohnMu of @Google Click To Tweet
Why should B2B marketers dare to be different?
The bar is raised for breaking through with B2B customer experiences in this densely-populated digital-first brand landscape, and in our eighth most popular search marketing related post of 2022, Nick shared how to meet the challenge with a collection of insights on the power of differentiating.
Yes, we should always aspire to be the best, and that mandate has been ingrained in many of us throughout our careers. But simply aiming to be better means we’re trying to improve upon an existing model or archetype. Is that the path to standing out in an increasingly crowded digital space, amid changing customer expectations?
Dive into your search performance data to find any distinct or unexpected keywords that are bringing people to your website. In the complex, competitive, and interconnected world of B2B, identifying your actual points of differentiation is not always straightforward. But doing so holds the key to capitalizing on them.“In B2B, identifying your brand’s actual points of differentiation is not always straightforward. But doing so holds the key to capitalizing on them.” — Nick Nelson @NickNelsonMN #B2BMarketing Click To Tweet
9. 20 Ways to Build a B2B Marketing Super-Stack of Skills — Lane R. Ellis
How can B2B marketers build a super-stack of marketing technology skills — including search and SEO — to create the most value and efficiency in 2023 and beyond?
Today’s B2B marketers who possess a wide array of marketing technology skills are more valuable to organizations then ever, as brands look both to increase bottom-line efficiency and retain top talent.
Don’t let the complexities that SEO efforts sometimes entail deter you, however, as there are still bountiful and easy-to-achieve benefits for the B2B marketer in many aspects of optimization.
From social listening and live-streaming to mentoring, influencer, and search marketing, in our ninth most popular search marketing article of 2022, I share 20 ideas for building a B2B narketing super-stack,“Don’t let the complexities that SEO efforts sometimes entail deter you, as there are still bountiful and easy-to-achieve benefits for the B2B marketer in many aspects of optimization.” — Lane R. Ellis @lanerellis Click To Tweet
10. Faster Frontiers: How Does 5G Technology Affect B2B Marketers? — Lane R. Ellis
How will 5G technology change the way B2B marketers tell brand stories, and what new opportunities will the speedier forthcoming mobile standard offer?
With impacts that will range from slight in some areas to deeply significant in others, the upcoming rollout of 5G cellular network technology is poised to change how the world of B2B marketing operates.
For B2B marketers, the SEO advantages of being compliant with Google’s mobile-first initiatives form a naturally harmonious pairing with the benefits of 5G technology and what it will bring to the table.
Rounding out our top ten list of search marketing posts for the year, in this article I shared a look a how 5G technology will affect B2B marketers.“5G will unlock a raft of new applications: IoT, process management, and utility metering for enterprise; and augmented reality (AR) and virtual reality (VR), immersive haptic and 3D holographic experiences for consumers.” — @Kevin_Jackson Click To Tweet
Thanks TopRank Marketing Readers
Many thanks to each of you, our TopRank Marketing blog readers, for reading and learning from us, including these top 10 search marketing posts of 2022.
We published many posts this year specifically about search marketing, and plan to continue doing so in 2023, so stay tuned for a new year of the latest relevant search industry research and insight.
Please let us know which SEO-related topics and ideas you’d like to see us focus on for 2023 — we’d love to hear your suggestions. Feel free to leave those thoughts in the comments section below.
Thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.