As we’ve mentioned from time to time, this is not your father’s B2B SEO.
Search engine algorithms and SEO practices have changed dramatically over the years, and “just” having good content is no longer enough.
One of the major changes is the fact that the way people interact with your website now affects how the site itself is ranked by the search engines.
Search engines, Google in particular, have begun using “engagement” as a secondary factor that influences a page’s search engine ranking for any specific term.
Search engines usually measure engagement by how long a search engine user stays on a particular page. If someone clicks on a link and then clicks immediately back to the list of results, the search engines assume the page didn’t provide the required information and view that page as having lower engagement. If someone clicks on a link and stays on the page before returning to the search engine, that page is seen as being more useful and having better engagement.
If a pattern develops over time where more search engine users seem to stay on one website longer than another, the search engines will usually rank that site better for the specific search term while at the same time lowering the rank of pages that send users immediately back to the search results.
Basically, pages that immediately provide the information a searcher is looking for are viewed as having better engagement and end up with better rankings. And it turns out that a current website design trend works directly against that.
Pages with infinite scroll that provide a variety of sub-topics on one long page are popular from a web design standpoint right now, but they present a critical flaw when it comes to B2B SEO: the information the site visitor wants could be at any point along the infinite scroll, but clicking on search engine results always lands the person at the top of a web page.
When they’re looking for immediate, useful information, search engine users and website visitors don’t have the patience to scroll infinitely until they find what they need. If they don’t quickly see what they want, searchers simply hop back to the results list and try another link.
If your infinite scroll page ranks well for a term that’s buried far down the page, it won’t rank well for that term for long. As users consistently give up looking for the info they need on your page and return to the search results for another option, your page will lose rank because of the low level of user engagement.
Bad search engine rankings have serious repercussions for corporate websites. They lead to the loss of potential business and to lower revenue over the long term.
The simple answer to this problem is: Don’t use infinitely scrolling pages.
The big-picture answer, of course, is a little more complicated but equally important: Make sure your B2B SEO takes into account not only what information a prospect wants to know but also how that prospect wants to receive that information.
Putting prospective customers – rather than design fads or corporate ego – first in your B2B SEO means a better experience for the user and a better bottom line for your company.
For B2B SEO that gets results, make sure to contact Pilot Fish by submitting this simple form or by calling 877-799-9994 ext. 2102