The world of SEO is constantly evolving, and it's time to rethink our strategies to keep up with the ever-changing landscape. In this post, we'll explore how industries like e-commerce and B2B SaaS can adapt their SEO approach to create demand and build authority, ultimately leading to unstoppable organic growth. We'll also discuss the importance of leveraging platforms like TikTok, facebook and Pinterest for top-funnel discovery and brand awareness. Let's dive in!

New studies have shown that over 60% of Google search users make their first click decision within 7 seconds, and 64% never go past the Google Ads, and local map results. This would indicate that having a robust ads campaign, developing habits of using Google Business Profile as your primary social platform is key to the modern SEO strategy. GMB has a complete toolbox of features that will allow you to maximize your placement in the map results. Post just like you would on any other social platform, announce specials and offers, and create your categories and product listings so customers can order right from your GMB listing.

Section 1: Rethinking E-commerce SEO Strategies

1.1 The role of TikTok, Facebook, Instagram and Pinterest in top-funnel discovery:

Traditional SEO focuses on Google, but social media platforms are offering new opportunities for product discovery. These platforms showcase curated content and influencer-driven trends, providing a more authentic and engaging user experience. New studies are showing that more and more users are taking their cues from social media influencers, and then going to Google to search for the company name rather than an initial keyword search. The social media post had already satisfied them with what they were looking for, so the search was just to find the actual company mentioned. Links for the social media post is one thing, and those traffic results will show in your analytics referrals reports. However, the idea for your website link always being present in someone's post cannot be counted on, so cultivation of your "Influencers" will be key.

These social media influencers can introduce users to new brands and products, creating a demand that leads to Google searches and eventual purchases. So start cultivating your social media influencers to them driving traffic to your site.

1.2 Analyzing branded organic traffic versus discovery traffic:

Branded organic traffic consists of users searching for specific brand names, while discovery traffic represents users exploring new products and brands. Monitoring the ratio of branded to discovery traffic can help identify gaps in your SEO strategy and optimize your content accordingly. Focusing on creating demand with discovery traffic can lead to long-term growth by expanding your customer base.

1.3 Creating demand through content and social media platforms:

TikTok offers a platform for creating engaging content that generates brand awareness and interest. Collaborating with influencers and creating authentic content can lead to increased brand discovery and organic growth. Leveraging TikTok for top-funnel discovery can drive users to Google, where they'll be more likely to search for your brand and make a purchase.

1.4 Reevaluating data and strategy for a more effective approach:

Assess your current SEO strategy to identify areas of improvement and optimize for the user journey. Focus on building authority and trust with your target audience through high-quality, relevant content. Consider other platforms and strategies for driving organic growth, such as influencer marketing, social media, and content marketing.

Section 2: B2B SaaS and the Shift in Content Creation (B2B SaaS stands for business-to-business Software-as-a-Service.)

2.1 The decline of traditional content creation in B2B SaaS:

Traditional content strategies, such as blog posts and listicles, have become less effective in driving organic growth. Over-saturation of similar content and a lack of authority have contributed to the decline in their effectiveness. B2B SaaS companies must explore new content formats and platforms to stay competitive.

2.2 The rise of video content for customer acquisition and demand creation:

Video content has become increasingly important for engaging audiences and driving demand. Platforms like YouTube and LinkedIn offer opportunities for B2B SaaS companies to showcase their expertise and build authority. Creating valuable video content that addresses specific customer pain points can lead to increased brand discovery and organic growth.

2.3 Understanding your position and authority in the market:

Assess your company's standing within the industry and determine the level of authority you currently hold. Determine the areas where you can establish or improve your authority, such as thought leadership, product innovation, or customer success stories. Reviews are fine, but developing customer success "Case Studies" are the tool you want to developing for establishing your authority in your market. Focus your SEO and content efforts on building authority and showcasing your expertise to attract and retain customers.

2.4 Building authority through expertise and industry leadership:

Leverage your company's unique strengths and expertise to create authoritative content that stands out in the market. Engage with industry leaders and influencers to increase your reach and credibility. Participate in industry events, webinars, and podcasts to position your brand as a trusted resource and thought leader.

Section 3: Adapting SEO Strategies for Long-Term Organic Growth

3.1 Embracing user intent and focusing on the user journey:

Understand the specific needs and pain points of your target audience to create content that addresses their intent. Optimize your content for the user journey, from top-funnel discovery to bottom-funnel conversion. Prioritize user experience through fast-loading pages, mobile optimization, and intuitive site navigation.

3.2 Diversifying your content strategy:

Experiment with various content formats, such as videos, podcasts, infographics, and interactive tools, to reach a wider audience and cater to different preferences. Create content that appeals to different stages of the buyer's journey, from awareness to consideration and decision-making. Leverage data and analytics to identify high-performing content types and topics, and optimize your content strategy accordingly.

3.3 Building a strong backlink profile (Not Link Farms or Circles):

Earn high-quality backlinks from authoritative sites to boost your site's credibility and search rankings. Collaborate with industry influencers, guest post on reputable blogs, and engage in industry forums to build relationships and generate backlinks. Continuously monitor and analyze your backlink profile to ensure that it remains healthy and free of spammy or low-quality links.

3.4 Staying up-to-date with SEO best practices and algorithm updates:

Regularly review and stay informed about the latest SEO best practices and search engine algorithm updates to maintain your competitive edge. Test and iterate your SEO strategies to identify what works best for your specific industry and audience. Be prepared to adapt your SEO approach as new trends and technologies emerge, ensuring long-term organic growth. This means developing the habit of regular analysis of your analytics reports, search console statistics on keywords your customers are using and what pages Google offers up in their search results. Find the "Hidden Gems" and exploit them to your advantage.

The world of SEO is constantly changing, and businesses must adapt their strategies to stay ahead of the curve. By rethinking traditional approaches to SEO, leveraging social media, and focusing on user intent and the buyer's journey, you can create a demand that leads to long-term organic growth. Embrace these new strategies and stay agile in your approach to SEO to ensure your brand remains competitive in today's ever-evolving digital landscape.