Tiffani Allen

10 Top B2B SEO Trends & Predictions for 2020

Tiffani Allen on Dec 16th, 2019 B2B Marketing, SEO

It’s that time of year, B2B marketers. We’re tying up loose ends. We’re reflecting on a year’s worth of wins, opportunities, and change. And we’re working hard to finalize next year’s marketing plans and budgets so we can hit the ground running after the clock strikes midnight on New Year’s Day.

2019 was a wild year for search, keeping SEOs and marketers on their toes. Multiple mobile-first indexing updates were implemented by Google. New best practices were released for structured data. Automated podcast transcription and playability within Google SERPs became a reality. And the list goes on.

As we say goodbye to another year and decade of massive changes, we asked our SEO-savvy friends to join us in sharing trends to watch and predictions for what 2020 will bring to the world of search. What topped the list?

10 Top B2B SEO Trends & Predictions for 2020

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5 SEO Mistakes Killing Your Content Performance and a Fix for Each

Tiffani Allen SEO

Even the most seasoned content marketers make mistakes. In the world of SEO-driven content, with constant algorithm tweaks and changing search patterns, it’s nearly unavoidable. However, those same mistakes can often lead to discoveries that enable even better content performance.

The key is being able to recognize those easy-to-fix SEO mistakes and address them. As a result, your content will become an optimized, integrated network of metaphorical highways, leading searchers to best-answer content in a strategic and purposeful way.

So, what are the most common SEO mistakes, and how can they be addressed? Below, I’ve singled out the ‘usual suspects’ along with guidance on how to fix them while setting yourself up for long-term SEO success.

5 SEO Mistakes Killing Your Content Performance and a Fix for Each

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Optimize Your B2B Content Performance with an SEO Audit

Tiffani Allen SEO

Key benefits of an SEO audit.

Picture this: It’s a normal Wednesday morning. The sun is peeking through the window as you sip your first-second cup of coffee. Then you hear that iconic musical ding as an email notification dances across your screen. But, it’s not just any email. It’s THE email that changes your day:

Hey Marketer,

I just tried to Google “ABC services,” and we’re nowhere to be found. I also searched for “the best ABC services in the world”—and nothing.

What do we need to do to fix this?
Please advise,

Your (Very Concerned) Boss

Naturally, you need to provide answers. You know that search is nuanced, and one person’s manual search of a couple queries doesn’t need to set off the alarm bells just yet. But nonetheless you engage the resources you need to look into it—but soon reality sinks in.

Optimize Your B2B Content Performance with an SEO Audit

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Want to Prove Content Marketing ROI? You Need an Actionable Marketing Dashboard

Tiffani Allen Content Marketing, Web Analytics

Content marketers are believers. We believe our content brings real value to our prospects, clients, and partners. We believe our content is essential for driving demand. And we believe that content marketing is essential for bolstering our company’s bottom line.

However, we’re also realistic; as it’s often said: Seeing is believing. So, we need to be able to show proof of content marketing ROI to get our key stakeholders to believe, too.

And to do this, we need a source of truth that artfully and easily shows how we’re performing against our benchmarks, goals, and key performance indicators (KPIs), as well as where we’ve identified opportunities to improve results. We need an actionable content marketing dashboard.

Want to Prove Content Marketing ROI? You Need an Actionable Marketing Dashboard

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Measure for Success: 7 Secrets of Actionable Content Marketing Dashboards

Tiffani Allen Content Marketing, Web Analytics

Hey, content marketers. Imagine this: You’re sitting in a marketing meeting and you hear the following:

Our conversions are up 50% year-over-year!
Our blog traffic is down.
We saw a big spike in traffic this month to our primary service page!
Our bounce rate is all over the place.
This blog post about “X” had 2,000 page views last month!

What are the first thoughts that come to mind? For many, the first thought would likely be: Why? Followed by a: Is that good or bad? And then finally: What do we need to do next?

If you’ve ever experienced a similar scenario, you’ve come face-to-face with insight famine. The statements above simply relay data points and lack the insight needed to take any sort of action. And this is why an actionable content marketing dashboard is so incredibly important.

Measure for Success: 7 Secrets of Actionable Content Marketing Dashboards

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TopRank Marketing’s Top 6 SEO Predictions & Trends for 2019

Tiffani Allen SEO

The year-end hustle and bustle is on, marketers. We’re all finalizing next year’s tactical mix and strategy, refining targets, and setting goals—all with the intention of driving bigger, badder, and better results in the new year.

When it comes to setting your SEO strategy for 2019, here’s an important stat to keep in mind: 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority.

For more than two decades, SEO has been a foundational digital marketing tactic. And as algorithms have been refined, content has proliferated, and innovation and technology have changed how we search—competition in the organic search landscape has hit an all-time high.

TopRank Marketing’s Top 6 SEO Predictions & Trends for 2019

4 Reasons to Get AMP’d Up About Google AMP with Google’s Ben Morss

Tiffani Allen Pubcon, SEO

What’s up with Google AMP? That’s what a room full of marketers were determined to find out on Thursday’s Pubcon Pro session with Google’s Developer Advocate, Ben Morss. In his session, Ben outlined the current state of Google AMP, why marketers should care, and how it can work along with PWAs (progressive web apps) to deliver a seamless, fast and immersive experience.

Below are four top takeaways from Ben’s session:

1. Speed = Money
There are real world consequences for bad user experience on your website. Some of the stats Ben included to illustrate exactly how include:

53% of users abandon a site if it takes longer than 3 seconds to load according to a Doubleclick study of Google Analytics Data.

4 Reasons to Get AMP’d Up About Google AMP with Google’s Ben Morss

Reduce Friction, Increase Loyalty: Key Insights from Roger Dooley at #Pubcon Pro

Tiffani Allen Conversion Optimization, Pubcon

Did you know, only 5% of our brain’s decision making is conscious? Leaving 95% for decisions made on a nonconscious level. As marketers, charged with increasing the quality and quantity of conversions (i.e. decisions), how do we address the 95%?

Roger Dooley, speaker and author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, the popular blog Neuromarketing, and Brainy Marketing at Forbes, addressed this in his session at Pubcon pro.

Here are the top three takeaways to help you increase your conversions without much more than common sense — and a little user data.

1. Friction changes behavior
Momentum is what causes us to keep moving, like sliding down a slide. Friction is what stops us from completing that motion. When it comes to your digital properties, like your website, you likely have specific actions you want prospects and visitors to take.

Reduce Friction, Increase Loyalty: Key Insights from Roger Dooley at #Pubcon Pro

5 Secrets for Growing Influence in Marketing: Key Takeaways from Lee Odden at #Pubcon Pro

Tiffani Allen Content Marketing, Pubcon

Research has shown: consumers don’t trust the companies they buy from. They don’t trust ads. And they definitely don’t trust marketers. Trust in marketing is on a decline – between internal stakeholders and customers. In fact, according to a study by Fournaise Group, 80% of CEOs simply don’t trust marketers at all.

Trust is the gateway to influence.

Influence plays a major role in the marketing that moves customers to make purchases. That’s why Lee Odden (our fearless leader and CEO of TopRank Marketing) is challenging marketers to take a step back from the day-to-day of marketing and recognize the trend of reduced trust and influence in marketing.

5 Secrets for Growing Influence in Marketing: Key Takeaways from Lee Odden at #Pubcon Pro

Joe Pulizzi Shares What it Takes to be a Content Brand at #Pubcon Pro

Tiffani Allen Content Marketing, Pubcon

Joe Pulizzi at Pubcon 2018 Photo by Lane R. Ellis

When it comes to any trade, the best practice is to learn from the best. So, who better to learn about content marketing from than Joe Pulizzi — the Founder of Content Marketing Institute — when it comes to turning your content into revenue?

Joe’s keynote presentation at Pubcon Pro in Las Vegas today focused on becoming a content brand and all that it entails.

Nine Content Brand Takeaways from the Godfather of Content Marketing:

1. Find a niche where you can be the leading expert in the world

This is what Joe calls ‘The Sweet Spot.’ It’s located at the intersection between knowledge or a skill area that you have and your key customer’s pain point. He used the example of John Deere, where they created content around agriculture and technology specifically for farmer’s trying to improve their operation.

Joe Pulizzi Shares What it Takes to be a Content Brand at #Pubcon Pro

Top Marketing News: Content Marketing Trends, Google Checks Your Speed & YouTube Live-Streaming Updates

Tiffani Allen Online Marketing News

Content Trends 2018: BuzzSumo Research Report
A new report for BuzzSumo shows that social sharing is down 50% year-over-year, LinkedIn is becoming a leader in social engagement and more. BuzzSumo

YouTube Adds New Live-Streaming Tools, Including Monetization Options. Social Media Today
YouTube recently added automatic english language subtitles for live-streaming videos, along with the ability to replay live-streamed videos and chat simultaneously and more. Social Media Today

Google Releases Mobile Scorecard & Impact Calculator Tools To Illustrate Importance Of Mobile Page Speed
Google continues to reinforce the importance of mobile page speed. The search engine recently released tools to help website admins and marketers alike better understand why speed matters on mobile. Search Engine Land

Top Marketing News: Content Marketing Trends, Google Checks Your Speed & YouTube Live-Streaming Updates

Top Marketing News: Facebook Tests ‘Downvotes,’ Internet Rages at Google, Pandora Takes Aim

Tiffani Allen Online Marketing News

Six Essential Email Marketing Tips [Infographic]
Looking for email marketing success? This six tips can help you — and your emails — reach the right target. MarketingProfs

Google Brings the Popular Stories Format to AMP: Is It Worth Using?
Google announced a new story format for AMP (Accelerated Mobile Pages) this week. Google describes the new shiny thing as “a visual driven format for evolving news consumption on mobile.” Econsultancy

Internet Rages After Google Removes ‘View Image’ Button, Bowing to Getty
Google removed the “view image” button this week in response to a recent lawsuit from Getty. This move has enraged the internet, but was done with hopes to encourage clicks through to the image’s hosting website. Ars Technica

Top Marketing News: Facebook Tests ‘Downvotes,’ Internet Rages at Google, Pandora Takes Aim