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Do Your Research

There’s keyword research, of course, which will tell you what language your prospects are using to find the information they want. Don’t forget that the same research can also paint a useful picture of what your prospects’ pain points are.

You should also be doing competitive research. Identify which of your competitors are having SEO success and understand what keywords and kinds of content they are producing to help them win.



Google’s algorithm updates may be incremental, but the effect on SEO over time has been anything but.

And while the relentless pace of those updates — and the churn of the competitive landscape in your industry — may make SEO feel like a game of whack-a-mole, attention to the fundamentals can make all the difference to your SEO success.

Focus on SEO Fundamentals to Start
No surprise, the first things you should examine are the fundamentals. Your page titles and headers should be keyword rich, as should your copy. (Particularly the copy nearest the top of each page.) Meta descriptions should be informative and enticing, as they’re a key factor in encouraging clicks from the search results pages.

Alt tags — and accessibility more broadly — should also be a part of your pre-publication checklist for all content. There has been increased scrutiny on accessibility compliance over the past few years. This may require a shift in your approach to coding, design, and content. It’s not directly related to SEO success, but quite a bit of accessibility compliance best practices overlap with SEO best practices.

Technical performance counts, too. Search engines use page load speeds and other measures as factors in their rankings, knowing that how quickly a page loads contributes significantly to overall user experience.

Related story: How to Stop Being an SEO Avoider

Finally, be sure you understand your analytics data. Ask the questions that get you information you can turn into actionable insights. Get your analytics team to set up reports to include those data points on your dashboard.

Chart Your Own Path with Great Content
Once you’ve identified your most successful competition and their methods, it may make sense to zig where they’ve zagged. Carving out your own niche is often preferable to trying to unseat the incumbents. Just be sure the niche you create still serves the needs of your audience.

Then, it’s all about the quality of the content. It must be useful, actionable, and engaging. No one expects your B2B content to be as entertaining as the latest Netflix sensation, but it’s wise to remember that no matter how boring your industry, your prospects still go home at night to Netflix, Hulu, and other highly entertaining diversions.

The bar is lower for us as marketers, but only if our content helps our prospects succeed.


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