This document discusses strategies for B2B SEO in 2020. It covers defining search through features like featured snippets and zero-click results. It emphasizes upgrading content strategy through authoritative and supportive content that focuses on quality over quantity. It also discusses the importance of user experience and technical SEO, like maintaining a mobile-friendly site without errors. The key is producing high-quality, user-centric content while optimizing on-page elements and the user experience.

1. B2B SEO in 2020

2. Contact: Andrew@digitalreachagency.com | Digital Reach
We are a B2B Digital Marketing Agency focusing
on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Get Funnel Visibility
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation

3. Contact: Andrew@digitalreachagency.com | Digital Reach
1 Defining Search in 2020
2 Upgrading your Content Strategy
(and why content still reigns over all)
3 UX and Technical SEO:
How they (still) fit into your 2020 strategy
On the Agenda

4. Defining Search in 2020

5. Search Defining Variables
GOOGLE FEATURES
● Important search features
worth targeting.
● How to target search features.
ALGORITHM UPDATES
● BERT and E-A-T and all the
other acronyms you can
think of.
ZERO-CLICK SEARCH
● What we know.
● How it affects us.
● What to do.

6. ● Google has made search results an experience
○ The majority (50.33%) of U.S. Google
searches (desktop & mobile) in June 2019
resulted in no-click searches (Sparktoro)
■ Organic Click 45.25%
■ Paid Click 4.42%
Zero-Click Search

8. Your Metadata optimizations, structured data markup, and google feature targeting are your
best weapons to survive 2020 organic search.
○ Optimize your off-page SEO elements
○ Target KWs with higher CTR (click-through rate)
○ Implement schema on-site for better crawler guidance
How to Adapt

9. ● Google Features/Rich Results
○ Featured Snippet - The intent of a featured snippet is to provide a quick, accurate
answer to searchers of particular questions and queries.
○ Answer Boxes - These contain frequently asked related questions and what Google has
deemed the best answer.
○ Featured Images/Videos - Highlighted in search when Google sees relevance and value to
the searcher.
■ Image Search + Schema - Schema and general optimizations (alt text, captions,
image titles).
■ Video Schema + Transcripts - Search Crawlers won’t be able to watch your video
per se, but with a transcript can better understand what the video covers and be
able to rank it appropriately.
Google Search Features

11. ● Google Algorithm Updates & Changes in Ranking Factors
○ BERT - Bidirectional Encoder Representations from Transformers
■ BERT marks the next step in Google’s AI understanding natural language.
■ Google has stated this is the biggest leap in the last 5 years.
■ BERT is a more nuanced way to understand and connect true searcher intent to the
most relevant results.
■ This has effected 10% of searches and a majority of featured snippets.
How do we optimize for this? There is no specific optimization plan, you can only continue to
create the most valuable content for your audience and have a quality user experience.
Algorithm Updates

12. SEO experts weigh the most impactful ranking factors - Spaktoro surveyed 1,500+ SEO experts
to find the most impactful ranking factors. Here are the top 5:
1. Relevance of page content
2. Quality of linking sites and pages
3. Use of relevant keywords and phrases
4. Domain’s perceived E-A-T (Expertise, Authority, and Trust)
5. Mobile Friendliness (don’t forget about mobile first indexing from 2019)
BONUS: Ranking Factors

13. Updating Your Content Strategy
(and why content still reigns over all)

14. The Keys to Content
AUTHORITATIVE & SUPPORTIVE FULLY OPTIMIZEDQUALITY OVER QUANTITY

15. E-A-T or Expertise, Authority, and Trust
Your site’s overall reputation online will heavily define your ability to compete in
your space. High impact elements that can help or harm:
● Online reviews
● Link Building and DA
● User Experience (UX)
Quality Over Quantity

16. Information Architecture and Content Strategy
Consumer Journey - Create personas, understand their journey, map out your page
hierarchy.
User Intent - Perform keyword research, study the metrics & SERPs.
Series Writing - No one and done approaches - continue to expand upon
pieces/ideas.
Topic Clustering - Become subject matter experts in your industry through high-level
topic hubs connected to supportive content on your site.
Authoritative & Supportive

17. Launching Content Fully Optimized
● Rushing to meet deadlines only helps internal goals, it does not have a helpful
impact on your SEO and visibility at all.
● Plan your content with keywords in mind - appropriate and relevant.
● Launch any new content with all SEO elements optimized from metadata to
internal link and even media optimizations.
Fully Optimized

18. UX & Technical SEO
How they (still) fit into your 2020 strategy

19. Testing Design Effectiveness
TECHNICAL SEO
● No site is perfect, but keeping
your site technically sound is
important.
● Error fixes are still a must.
USER EXPERIENCE
● How does your page
interact with crawlers?
● Is your search appearance
optimized?
● How is the on-page UX?

20. Recap What is UX? Intuitive Navigation. Easy Consumer Journey. Obvious Info Access. Clear
Conversion Points. Desktop and Mobile Adaptability. Universal Friendliness.
● 2020 Focus - On and Off Page UX
○ Off Page UX: How the page interacts with the crawlers (4xx, 5xx, speed), metadata and
off page info provided to the user.
○ On Page UX: Content flow, design/readability/CTAs, navigation, speed.
User Experience

21. Technical SEO is still important, luckily not to the point of perfection. No site is perfect. Google’s
John Mueller and Martin Splitt even suggest not wasting time on perfection (SEJ).
Nonetheless, keep up with these top technical roadblocks:
○ Mixed content - non-secure media (pics, vids, gifs) as Chrome has now started creating
warnings much like their warnings for non-secure sites.
○ 404s - Lingering broken/removed pages and ghost URLs in your sitemap will cause you UX
issues and issues with search crawlers’ ability to crawl and index your site.
○ Redirect chains and loops - UX and crawler issues.
○ Broken links - UX and crawler issues.
Technical SEO

22. Time for a Quick Wrap-Up

23. ● Optimize off-page elements for the era of 0-click search
● Look for KWs that have higher CTR and not just MSV
● Implement Schema and target Google features for visibility
● Continue producing quality content for the value of the user
● Make your site easy to use and easy to crawl
● Keep up with technical issues, but don’t break your back over it
Recap

24. What’s Next?
Get a second opinion on your
approach to SEO.
Associate Director of SEO &
Internal Development
Rebecca Berin
In a 30 minute consultation,
learn:
👍 Where you rank in relation to
competitors
👍 Measure revenue opportunity from
Organic Search
👍 What you can do to accelerate your
SEO results

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