{"id":119677,"date":"2014-11-02T07:47:31","date_gmt":"2014-11-02T15:47:31","guid":{"rendered":"http:\/\/www.komarketingassociates.com\/blog\/8-key-changes-google-search-b2b-marketers-know\/"},"modified":"2014-11-02T07:50:20","modified_gmt":"2014-11-02T15:50:20","slug":"8-key-changes-in-google-search-b2b-marketers-should-know","status":"publish","type":"post","link":"https:\/\/customerthink.com\/8-key-changes-in-google-search-b2b-marketers-should-know\/","title":{"rendered":"8 Key Changes In Google Search B2B Marketers Should Know"},"content":{"rendered":"

October 31, 2014:<\/span> As detailed in an article<\/a> on Search Engine Land this past month, a\u00a0new Google eye tracking study<\/a>\u00a0outlines the evolution of Google search results from 2005 to today. The key takeaway?<\/strong> Searchers are now looking outside of the \u201cgolden triangle\u201d of top organic results when performing Google keyword searches<\/a>.<\/p>\r\n

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What is the \u201cgolden triangle?\u201d Per research<\/a> from Eyetools and search marketing firms Enquiro and Did-it, the vast majority of eye tracking activity during a search happens in a triangle at the top of the search results page. The areas of maximum interest create a \u201cgolden triangle.\u201d<\/p>\r\n

According to the latest eye tracking study, searchers are viewing more search result listings during a single session and spending less time viewing each one. Businesses positioned lower are seeing more click activity than they did several years ago.<\/p>\r\n

And while position 1 in organic listings still commands the most click activity (32.8%) because top organic results are no longer always in the top-left corner, users look elsewhere to find them.<\/p>\r\n

Most importantly, mobile device adoption has habitually conditioned searchers to scan vertically more than horizontally. Searchers are looking for the FASTEST path to desired content.<\/p>\r\n

This change in searcher behavior is just one change \u2013 either related to Google or driven by Google \u2013 that B2B marketers need to be aware of. In this newsletter, I wanted to highlight\u00a08\u00a0recent Google developments<\/strong> (including the Google eye tracking study) and what they could mean, today and in the long run, for B2B marketing professionals.<\/p>\r\n

The Demise of Google Authorship<\/strong><\/h2>\r\n

I was certainly disappointed when Google\u00a0announced<\/a>\u00a0that it had\u00a0stopped displaying authorship markup<\/a>\u00a0in search engine results.<\/p>\r\n

\"Google-removes-authorship-photos-600x450\"<\/p>\r\n

With\u00a0Google Authorship, we were able to build an organization\u2019s brand presence in search results by establishing individual thought leadership in line with applicable search listings.<\/p>\r\n

But the rise and fall of authorship<\/a> reminds B2B marketers that while tactics come and go, there is often an underlying B2B marketing objective being accomplished that we still need to pay close attention to.<\/p>\r\n

In authorship we have helped validate the significance of building brand\u00a0and the relationship between thought leadership, brand awareness, and search relevance.<\/p>\r\n

The more important long-term value, as detailed in Search Engine Land founding editor Danny Sullivan\u2019s\u00a0follow up column<\/a>\u00a0on Authorship, is the idea of Author Rank.<\/p>\r\n

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\u201cSeparately from Google Authorship is the idea of Author Rank, where if Google knows who authored a story, it might somehow alter the rankings of that story, perhaps give it a boost if authored by someone deemed trustworthy.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n

Trust is the key element B2B marketers need to build long term\u00a0\u2013 trust in their brand and in the leadership of the organization.<\/p>\r\n

Guest Posting for SEO<\/strong><\/h2>\r\n