Search engine optimization (SEO) is one of the most important ways for your B2B food and beverage company to attract customers by ranking your page higher than other companies. Keeping your SEO updated with the latest advancements helps ensure that you get that top spot, leading more and more users to your brand’s website. A few weeks ago, Google announced that it is rolling out new changes to the way its search engine ranks results. This change, intended to provide more personalized, tailored results for prospective buyers, may impact your B2B food and beverage brand’s SEO strategy.
What Is SEO?
SEO is the process of making choices to improve your site’s visibility in search engines. Generally, common SEO strategies include keyword research, technical optimization, content creation and optimization, and link building. The goal of SEO is to have your site appear at the top rankings of popular search engines, which will increase traffic to your site—the best organic results can be up to 10x more likely to attract a click. With effective SEO, you are able to bring in more customers, and have higher brand awareness.
New, Personalized Results Rankings
Google’s new method of sorting results, launched on November 15th, intends to provide information for the user based on their individual needs and interests. This means content that demonstrates first-hand knowledge—such as individual experiences, advice and opinions—will be shown higher up than repetitive, second-hand sources.
Additionally, a new “follow” button has also been introduced while searching on Google. This lets the user follow a certain topic, such as your food and beverage brand, right from the search results page. When the follow button is clicked, Google will provide timely notifications and articles relevant to the topic of interest.
Optimization Has a New Meaning
With Google’s new changes, your B2B food and beverage brand should continue to optimize for your customers overall experience, especially through strategic keyword use. 71% of digital marketers report that this is their most effective SEO strategy, with 3.2-3.5 words as the average keyword length in the top sites. But, individual content creators now play a role in getting your page out in front of other users. By highlighting content creators’ work, your site will gain new optimization opportunities. You can incorporate those social media handles and creator names to be ranked higher by Google on search engine results pages. Optimizing for first-hand content that comes directly from your company will help put your business in the most dominant search engine results rankings.
Rank Higher with SEO Support from ColinKurtis Advertising
B2B food, beverage and nutrition clients now have an easier way to find niche information about specific topics—such as what your brand provides. Customers who are logged into Google will have more personalized search results available, but general searches will still be more tailored, too. By re-evaluating your optimization practices, you can give your B2B food and beverage company an opportunity to generate leads from clients who are seeking an increasingly personalized market experience. Want to know how we can help? Contact Mitch Robinson at Mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to learn how ColinKurtis Advertising can help boost your site’s SEO.
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Chief Marketing Officer