What’s going on in B2B SEO with Gaetano DiNardi, Ross Hudgens, Benji Hyam, and JH Scherck
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What’s going on in B2B SEO in 2024? Find out from this AMA panel.
Clearscope's Bernard Huang hosts industry-leading SEO educators Gaetano DiNardi, Ross Hudgens, Benji Hyam, and John-Henry Scherck for a robust “Ask Me Anything” (AMA) style live panel.
Top takeaways from this session
Watch the full session to make sure you don’t miss out, but here are some key takeaways from the panel:
If an SEO or content practice becomes oversaturated and over popularized, you probably shouldn’t be doing it. Look for other approaches to take. When a framework or tactic is adopted universally, it stops working as well. Try new and unique things that work for YOUR target audience.
Be proud to share your content. If you’re not, you shouldn’t be making it. If your team doesn't feel comfortable attaching an author to a piece of content or sharing it on socials, it’s not worth publishing.
Do the work to set yourself apart from consensus content. Get unique first-party data into the content you’re creating. Beat boring consensus with information gain and fresh perspectives.
Quality execution and strategy beats chasing tactics. Long-term direction and strategy often gets overlooked when you focus on tactics or scores in SEO tools. Short-term tactics don’t ensure healthy long-term, high-quality execution.
Diversify your approach and the types of content you're optimizing across your target user's search journey. Focus on a strategy that will meet the needs of your audience and move your business forward—and then carry it out.
Watch the full webinar
Supplemental resources
Discussion: Ross’s thoughts on SEO performance relying directly on product-market fit
Study: How Recent Google Updates Punish Good SEO: 50-Site Case Study
Article: AI-assisted vs. AI-generated content
Questions from the session
There were so many questions sent along before and during this session, and unfortunately we weren’t able to answer them all. Here are a few highlights:
Q: Is there any evidence author bios and profiles work to increase rankings or traffic with E-E-A-T—or is it more of a straightforward theoretical thing?
A: The panelists note that adding author bio information—even a simple name and title—can boost trust signals, which is especially important for YMYL sites.
Run a test on some of your content to determine if it would be a valuable practice for you.
Alternatively, Cyrus Shepard did a study that showed an insufficient correlation, however, as always with SEO, it depends. A test would be your best bet to truly know if it would be helpful for your site.
Q: 2024 has been the year of Google’s SGE and AI Overviews. What approaches have you seen to be successful for optimizing content for AI Overviews and ChatGPT citations?
A: Garrett Sussman and Mike King over at iPullRank are doing some great work educating the SEO community on this topic.
Check out Garrett’s article How To Optimize for AI Overviews (SGE) or his Clearscope Webinar Your AI Overviews (SGE) Optimization Framework with Garrett Sussman of iPullRank.
Q: Traditional keyword strategies seem to be shifting with Google’s emphasis on intent and AI understanding of content. How should B2B marketers refine keyword research and targeting strategies in 2024 to remain competitive?
A: Many experienced SEO pros understand that a search-intent focused approach is superior to a traditional keyword-focused or volume-focused approach.
Instead of focusing on volume focus on sharply meeting user intent. For more information, check out Why search intent optimization beats keyword optimization.
About the experts:
Gaetano DiNardi
Gaetano DiNardi is a growth advisor to software companies like Docebo, Cognism, and Workvivo. As the former head of organic growth at Aura, Gaetano helped launch the company's SEO program. He has also written for publications like HBR, Fast Company, and Nasdaq.
Follow Gaetano on LinkedIn or Twitter/X.
Ross Hudgens
Ross Hudgens is the founder + CEO of SEO-focused content marketing agency Siege Media. His work has been featured on Moz, Search Engine Land, Forbes, AOL, and Hacker News. He is also a frequent speaker with appearances at well-known conferences MozCon, LearnInbound, SearchLove, and MNSearch, among others.
Follow Ross on LinkedIn or Twitter/X.
Benji Hyam
Benji is the Co-Founder of Grow and Convert, a content marketing and SEO agency focused on content that gets conversions, instead of just traffic.
Follow Benji on LinkedIn or Twitter/X.
John-Henry Scherck
John-Henry Scherck is the Founder & CEO of Growth Plays, a boutique consultancy focused on SEO, content strategy, and audience development for mid market and enterprise B2B software companies, developer platforms, and investment firms.
