This eMarketer graphic shows results of a survey conducted among B2B marketing professionals on SEO tactics. As a B2B marketer myself, I have to agree updating website content is the most effective tactic, but I’d also say it’s one of the easier ones. In the survey, it ranks in the middle in terms of difficulty level.
It’s also interesting that repurposing existing content was on the other end of the spectrum in terms of SEO effectiveness. There’s a fine line between truly updating and just repurposing content, and marketers typically do a mix of both. It’s near impossible to think of those as completely two separate tactics.
Another thing that stood out was blogging was seen as less effective than optimizing meta tags. A blog post, because of its freshness content, is favored by search engines albeit for a shorter period of time. Still, a blog as a collection of regularly posted articles, would be ranked high in the search results provided the content is relevant, original and optimized. It was interesting to see blogging being ranked as 7 percentage points lower than optimizing meta tags, which is much easier. Google’s quest is to reward original, quality content- as opposed to mediocre content that’s heavily optimized on the back-end. Meta tags are still very important, but I’d definitely place higher priority on content.
"The difficulty lies, not in the new ideas, but in escaping the old ones, which ramify, for those brought up as most of us have been, into every corner of our minds."
John Maynard Keynes
(so applicable to the general resistance towards moving from traditional marketing to digital)