Thursday, 29, Jul 2010 09:47
Google's recent Mayday and Caffeine updates have a number of implications for business-to-business (B2B) firms implementing search engine optimisation (SEO) campaigns, according to one expert.
Writing for Search Engine Land, Susan Kelly of SmartSearch Marketing noted that the Mayday change means marketers need to focus more on long-tail keywords perhaps by creating new content and amending metadata.
Businesses should also ensure website pages load as quickly as possible, she explained.
In terms of the Caffeine update - which was implemented in June - B2B marketers should consider the fact that fresh results are now being emphasised by Google.
This means news articles, blogs and message board posts are showing up in Google more frequently than they were before the update.
"B2B search marketers don't really have to do anything different due to Caffeine," Ms Kelly commented.
"Simply continue to offer fresh, relevant website content on a regular basis including your social media efforts, press releases, blogs, newsletters and video."
A recent survey by Genius.com and BtoB Magazine revealed that only half of B2B marketers use social media channels such as blogs and Twitter.
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