However, it’s important to recognize that there are different perspectives on creating high-quality, original content.
Some experts are focused on increasing efficiency (doing things right), while others are focused on improving effectiveness (doing the right things).
Spoiler alert: I’m in the second camp, along with a lot of content marketers. But, a lot of senior executives, especially chief financial officers (CFOs), are in the first camp.
So, SEO marketers won’t be surprised when they read what Stephanie Stahl said: “Creating content that prompts a desired action isn’t easy.”
SEO professionals may feel a surge of empathetic pain when they read that the biggest challenge that 54% of B2B content creation teams face is “lack of resources.”
But, SEO pros may also feel a surge of hope when they read that Stahl also said, “a group of top performers has found a way to surge ahead. They’ve figured out how to understand their audience’s needs, produce high-quality content, and use AI to create more efficient workflows.”
So, how do the most successful content marketers differ from their less successful peers? Well, according to Stahl, top performers are more likely to:
Have the right technology to manage content across the organization.
Have a scalable model for content creation.
Say their scalable model is creating the desired outcomes.
But the factors that B2B top performers say contribute to their content marketing success are:
Understand our audience (82%).
Produce high-quality content (77%).
Possess industry expertise (70%).
Have high-performing team members (69%).
Set goals that align with their organization’s objectives (62%).
Measure and demonstrate content performance effectively (53%).
So, the debate between efficiency and effectiveness isn’t over. You don’t need to pick sides, but you should be aware that executives at your company are probably debating this topic, too.
4. Build Strong Backlinks
I don’t need to tell SEO pros they need to build strong backlinks. I also don’t need to tell you that this is getting harder to do.
Back in 2002, all you needed to do was submit your URL to the Yahoo! Directory and the Open Directory Project (also known as DMOZ). But, both directories have since been shut down, with the Yahoo! Directory closing in 2014 and the Open Directory Project in 2017.
Meanwhile, Google’s Penguin algorithm update, which rolled out from 2012 to 2016, targeted link spam and manipulative link-building practices.
So, how do you build strong backlinks these days?
You can start by reading What Links Should You Build For A Natural Backlink Profile?
Or, download “Link Building For SEO: A Complete Guide.”
5. Prioritize User Experience (UX):
Finally, read about how AI is transforming user experiences and influencing SEO rankings.
Every SEO I’ve met over the past 20 years knows how to evaluate the usability of webpages.
For any of the new SEO experts that I haven’t met yet, here’s what Google has to say about the usability of webpages:
“Our systems also consider the usability of content. When all things are relatively equal, content that people will find more accessible may perform better.”
Google adds:
“For example, our systems would look at page experience aspects, such as if content is mobile-friendly, so that those on mobile devices can easily view it. Similarly, they look to see if content loads quickly, also important to mobile users.”
Get it? Got it? Good.
Tactical Advice
It’s worth knowing that Sun Tzu also said, “Strategy without tactics is the slowest route to victory.”
This quote reminds me of the scene from the superhero comedy film, Mystery Men (1999), where Mr. Furious says, “If you want to push something down, you have to pull it up. If you want to go left, you have to go right.”
But I must admit that the ancient Chinese military strategist is right. You need tactical advice as well as strategic insights to achieve your professional goals and advance in this field or industry.
1. Stay Updated With Algorithm Changes
In November 2003, Google surprised SEO professionals with its first major algorithm update. It was called the “Florida Update” because it hit the industry like a hurricane.
Since then, SEO pros have monitored Google’s algorithm updates and adjusted their strategies accordingly.
If you want to stay updated about algorithm changes, start by reading, Why & How To Track Google Algorithm Updates.
2. Leverage Schema Markup
You’ll also want to implement schema markup to help search engines understand your content and display rich snippets.
If you don’t already know how to do that, then read What Is Schema Markup & Why Is It Important For SEO?
After you’ve done your homework, use tools like Google’s Schema Markup Testing Tool to test your structured data.
3. Optimize For Core Web Vitals
You already know that improving page load speed, interactivity, and visual stability enhance your user experience.
You can brush up on reading about page speed and Core Web Vitals.
4. Track And Analyze Your Performance
It goes without saying that you need to use digital analytics tools to track and analyze your performance. But it’s well worth reading: Beyond Rankings and Beyond Pageviews.
SEO professionals need to have a seat at the table when digital marketing teams decide which events to turn into “key events” in GA4.
Why? So, we can go beyond tracking which default channel was the source of website traffic and begin measuring which channels are generating leads or driving online sales.
5. Adapt To Emerging Trends
SEO marketers have been doing this for more than two decades. But it won’t hurt you to download the “State of SEO 2025.”
Summary: Adapting To The New Age Of Search
By following these strategic SEO insights and tactical advice, you can position yourself for success in the ever-evolving digital landscape – whether you remain at your current company or need to re-invent yourself at another one.
To close with another quote from Sun Tzu: “In the midst of chaos, there is also opportunity.”
Footnote:
1 Sullivan, D. (2002, March 4-6). Search Engine Strategies 2003 [Conference Handbook (p. 42)]. Hilton Boston Park Plaza, MA, United States.
More Resources:
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