Best Practice Report

Search: Optimize For Your Buyer, Not The Engine

December 30th, 2022
With contributors:
Steven Casey , Lisa Gately , Emily Wen , Arianne Burnette


Search engine optimization (SEO) has been a foundational component of demand marketing over the last few decades. Changes in buyer expectations, technology, and search engine results are reshaping how B2B organizations can optimize for search. Applying a persona-based approach to SEO enables demand marketers to focus their optimization efforts on what matters most to buyers. This report describes key trends affecting SEO and best practices in using buyer personas for search optimization to improve targeted website traffic and enhance the digital experience for buyers.

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