The B2B (business-to-business) sector is kind of like coriander—you either love it or hate it. For many, it’s nothing more than a maddening maze of acronyms: SaaS, CRM, MQL, SQL ABM, etc.
For others (like me), it’s a wonderfully complex ecosystem that requires every tool from your belt. Simply put, it takes a little knowhow to convert prospects to leads to clients.
Did you know that Google and Facebook’s duopoly reaches nearly 75% of the total digital market ad share in Canada (60% in the US)? But in 2019, Amazon’s hegemony will challenge the competition, which is great news for both the industry and advertisers.
There’s no denying that SEO is a complex and ever-changing aspect of digital marketing. It involves a number of different factors ranging from content to the usability of a website. As a result, most major search engines regularly update their algorithms meaning SEO strategists often have to pivot and tailor their strategies. For example, Google implemented 3,234 updates to their algorithm in 2018 alone according to Moz, which equates to 9 changes per day on average. While most of these changes are typically minimal, there is occasionally a major update (such as the June 2019 Core Algorithm Update) that had a wide-ranging impact).
