Core algorithm updates
Everyone in the field of SEO recognizes that Google’s constantly evolving algorithm presents challenges in terms of understanding what to prioritize. The good news for B2B marketers is that these updates are almost always designed to improve the quality and relevance of results. If your brand is creating great content that delivers what your audience wants and needs, you’re going to be in good shape.
The most recent Google algorithm updates have continually emphasized the prioritization of helpful content, with the August 2024 core update notably looking to level the playing field by helping elevate “small or independent sites that are creating useful, original content, when relevant to users’ searches.”
Growing emphasis on human, expert content
In the age of AI, search engines are placing an even cambodia telegram data greater emphasis on human-created content informed by genuine expertise. This is especially crucial in the B2B marketing space, where solutions are complex and trust is of the essence.
“Brands that excel will master authentic dialogue and thought leadership using content that AI can’t replicate,” predicted Jo Cameron, Director of Content Marketing at Moz, in their roundup of 2025 SEO predictions. “With AI handling the basics, the winners will stand out by showcasing unique voices and genuine expertise through storytelling.
This sentiment was echoed by the experts we reached out to for 2025 SEO planning insights. “The future of SEO in 2025 looks a lot like how it’s always looked,” Steve Slater, Sr. Manager, SEO and SEM at HealthPartners, told us. “Content that is centered around the audience that provides a unique perspective or experience and tries to separate from the noise will continue to win.”
In other words: put the humanity of your brand at the forefront. Adhere to E-E-A-T principles by featuring content that brings forth the experience and topical authority of your team. Address authentic challenges and pain points for your audience. Feature author bylines to help readers quickly verify the content was written by an actual person.