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BtoB

Changing the legacy channel

IS NEWER BETTER?

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“Google has sent a clear message that it is rewarding quality content,” said Troy Lightfield, a search marketing consultant at Brandpoint Inc. Lightfield warned, however, that while fresh content may produce marginally better search results, strong content remains key to driving interest. “If you're going to blog, blog well,” he said. “I'd rather see two pieces of good content a week instead of five that are subpar.” Another surprising find from BtoB's survey was marketers' general indifference to the dramatic increase in mobile usage. While respondents recognized the importance of mobile to their target audiences, 55% either had no opinion of its value to their search marketing efforts or dismissed it entirely. (The study, “Search Marketing: The State of B2B SEO and PPC Practices,” is available at BtoB's Intelligence Center, www.btobonline.com/intelligencecenter.)

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