In an era where search engines delve deeper into user intent, B2B companies must think beyond individual keywords and embrace a structured, content-rich approach that not only presents knowledge but also valuable connections.
- Anna Maria Stranieri
SEO landscape for technical B2B companies
The visibility in search engines is not just an advantage for technical B2B companies – it is essential to remain competitive and showcase their highly specialized solutions to the right industry audience. For a long time, creating wiki pages on a variety of technical terms, based on carefully researched keywords, was a proven strategy. This approach was driven by the clear user intent: users were searching for precise definitions, and the corresponding wiki pages provided accurate and comprehensive answers.
The Significance and Functionality of Wiki Pages
A Wiki page functions like an entry in a digital encyclopedia, with each page tailored to a specific, often sought-after topic or term. The simplicity of these pages, typically providing concise and direct information on the respective topic, catered to the nature of certain search queries and allowed companies to effectively increase their visibility for specific keywords.
Furthermore, the publication of Wiki pages is relatively straightforward and streamlined in process. Essentially, specific pages are created to detail explain individual technical terms or topics. Here is an overview of how the process unfolds:
- Keyword Research: The process typically starts with comprehensive keyword research. Using SEO tools, companies identify the most relevant search terms in their industry. Special attention is given to keywords with high search volume that also have a direct relevance to the company's offerings and expertise.
- Expert Input: Armed with the list of target keywords, editors or SEO experts tap into the knowledge of internal technical experts. These experts provide the precise information needed and explain complex details for the material being developed.
- Content Creation: Subsequently, a technical writer crafts the texts for the Wiki pages. The focus here is on clear, precise, and informative content that optimally integrates the selected keywords to enhance relevance for search engines.
- Structured Organization: The created articles are systematically published on the website, often in an alphabetically sorted list or database, making it easier for users to search and find information.
- Internal Linking: Finally, internal links are established between the Wiki articles. These enhance navigability for users and the thematic relevance of the content for search engines by connecting thematically similar topics or overarching terminologies.
This approach is practical and advantageous for several reasons. It saves resources and is well-planned, as a multitude of pages are systematically and efficiently created. The clear focus on keywords simplifies search engine optimization (SEO), and the structured process enables the establishment of content networks that can positively impact search engine rankings.
However, with the evolution of search engines and their algorithms, as well as the increased consideration of user intent and experience, keyword-focused methods are losing effectiveness. Therefore, it is increasingly important today to focus on creating content that is in-depth and valuable, providing structures to create a more holistic user experience.
Turning Point: The November 2023 Spam Update
The November 2023 Spam Update has had significant impacts on many B2B websites that previously thrived with the Wiki approach in SEO. Google often shifted the interpretation of search intentions behind technical terms, as observed earlier with more general topics. Take the example of "Encryption." Before the update, a Blockchain provider could rank well for terms like "Asymmetric Encryption" or "Encryption in Communication Technology," even reaching page 1 of the SERP with the short-head keyword "Encryption."
However, with the adjustment of the Google algorithm, the balance shifted towards pages offering a scientific and comprehensive insight into the topic. General, easily accessible explanations about "Encryption" now tend to favor pages from educational institutions or research facilities providing in-depth explanations about cryptography, its history, and applications in the digital age.
Nevertheless, business-oriented Wiki pages maintain their relevance and even improve their positioning for specialized long-tail keywords, such as "symmetric encryption algorithms for IoT devices." While these more specific search terms may attract less overall traffic, the audience they draw is more targeted and often in an advanced stage of the information or purchasing process. As these contents address complex questions, they remain highly relevant for a specialized user group.
This shift can have varying impacts on companies. Websites that previously benefited greatly from their presence under more general keywords may face significant losses in visibility and organic traffic. On the other hand, this development can also present opportunities to establish authority within specialized niches and increase visibility. Optimization strategies must be finely tuned to ensure that the content meets both the specific needs of the target audience and the new requirements of search engine algorithms.
Comprehensive SEO through the Pillar-Page and Cluster Content Strategy
Pillar-Pages: The Foundation of Knowledge
The Pillar-Page serves as a comprehensive foundation that delves into a wide range of topics - whether it's Cybersecurity, Cloud-Computing, or machine learning in the manufacturing industry - offering readers a macroscopic view. This page covers all essential subtopics, provides an overview, and delves deeper into specific content. It brings together the core elements of a topic and connects them in a well-structured and easily navigable format.
Cluster Content: Delving into Depth and Detail
Cluster pages, revolving around a Pillar Page, delve into more specific and detailed aspects of the central topic. Addressing the detailed questions that users may have related to the main theme, these pages always loop back to the Pillar Page, creating a meaningful and search engine-friendly network of content that highlights a company's authority and expertise in its field.
Implementing the Strategy: A Case Study
Let's consider a Pillar Page on the topic of 'Industry 4.0'. This page wouldn't just cover an introductory definition and general explanations of the term but also incorporate subtopics such as Internet of Things (IoT), Artificial Intelligence (AI), Big Data, and Robotics. Cluster pages could then provide in-depth insights into each of these subtopics, offering examples, best practices, challenges, and solution strategies.
Measuring Success and User Engagement
By creating such structured content, companies are more likely to be recognized by search engines as relevant and authoritative sources of information. User engagement typically increases as a result of providing a comprehensive information resource that helps visitors stay on the website longer and delve deeper into the subject matter. These detailed contents may lead visitors to not only use the site for their initial research but also as an ongoing reference for more in-depth information.
Implementation of the Pillar and Cluster Content Strategy with Limited Resources
Strategic Planning with Resource Awareness
The challenge for small and medium-sized B2B marketing departments lies in efficiently implementing the Pillar and Cluster Content Strategy. One approach is to prioritize topics that have the most impact on the target audience. Start by creating a comprehensive Pillar Page for the most important theme and gradually expand the content with Cluster Pages.
Efficiency through Content Repurposing
Repurposing existing content can also be a valuable strategy. Take a deep dive into your current materials like blog posts, whitepapers, or case studies to identify reusable sections that can be updated and enhanced to align with the new Pillar and Cluster concept. This approach significantly reduces the effort compared to creating new content.
Delegating tasks and forming collaborative partnerships
Delegating content creation tasks to internal experts or forming partnerships with external content creators can be valuable strategies to distribute the workload for the marketing department. Utilize the knowledge available within your company and combine it with the expertise of professional SEO and content specialists.
Implementation in Phases
Implement the new strategy in phases to keep the workload manageable for your team. Ensure that each publication is of the highest quality before tackling the next piece of content. Quality and relevance are key, and it's more effective to deliver high-quality content gradually than to create multiple mediocre pages all at once.
Constantly evolving Core and Spam Updates?
In March 2024, Google announced the rollout of new updates. When considering the latest developments in Google Core Updates, we are faced with a common dilemma: should we react immediately to trends or wait until the changes are fully implemented?
The answer is clear: chasing short-term trends is fruitless. A thoughtful approach ensures a solid foundation for your SEO efforts.
In the past, when Google engineers meticulously planned algorithms in Mountain View, updates were often predictable and understandable. They targeted specific aspects like backlinks or content and provided relatively clear adjustment guidelines. However, with Artificial Intelligence (AI) now at the helm at Google, updates have become more individualized and unpredictable.
This evolution means that there are no longer one-size-fits-all answers. Each operator must analyze their own competitive environment to understand the specific changes that have been made. Relying solely on industry blogs or SEO trends is no longer sufficient. The importance of the individual competitive landscape has grown, demanding a tailored SEO strategy.
In this era of personalized algorithms, it is crucial to regularly monitor developments in your own segment. While the frequency of these checks may be debated, it is advisable to stay informed about significant developments.
Adapting to the algorithmic changes of search engines requires a thorough and individual analysis. Whether you are selling high-tech solutions or cars, SEO work must be specific and adaptive.
SEO as a continuous commitment
SEO is not a static field; it requires continuous adaptability and precision. For B2B companies striving for thought leadership in technical fields, the Pillar and Cluster Content Strategy is a promising development. While limited resources may pose a challenge, strategic planning, efficient resource utilization, and phased implementation offer viable solutions to successfully implement SEO strategic adjustments. Over time, B2B companies can establish a solid foundation that not only withstands future algorithm changes but also significantly enhances the user experience.
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