What is a Core Update? Several times a year, Google makes significant changes to its search algorithms and systems, referred to as core updates. These updates aim to improve the quality and relevance of search engine results for users. Unlike updates that target specific issues, core updates are comprehensive and can impact search rankings across a wide range of websites. The primary goal is to ensure that Google delivers helpful and reliable results by reassessing how content is evaluated and ranked. This involves refining algorithms to better understand user intent and content quality. However, it can lead to noticeable changes in rankings – some websites may experience drops in positions, while others may see improvements. The November Google Core Algorithm Update was recently released and will impact search results throughout December and beyond. Expected Changes This core update targets all types of content, as it is a global update impacting all regions and languages. It is not a penalty but rather aims to promote or reward pages with high-quality content. During this process, expect high volatility in search results. The Business & Industrial category, which includes B2B companies, is experiencing significant fluctuations. There are currently no specific details about the update, but Google suggests that those negatively impacted focus on improving the quality of their content. This volatility has already been noticed with AI overviews and organic search. Any changes in Google’s algorithms will impact this search feature, which was launched in May 2024 and expanded to over 100 countries in October 2024. One continuing trend is the overlap between organic content and AI overview citations. High-ranking organic content has a strong chance of becoming a citation in AI overviews, a trend that suggests that Google is increasingly aligning citations with its organic search algorithms. This highlights the necessity for websites to optimize their content for this new feature, which is here to stay. Our experienced B2B digital marketing team specializes in optimizing websites to maximize their impact in the ever-evolving digital landscape. We can help you fine-tune your website for AI overviews, ensuring your content aligns with Google’s latest search algorithms and AI-driven features. By leveraging our expertise, you can increase your site’s visibility, improve organic search rankings, and ensure your content is well-positioned to appear as citations within AI overviews. Whether it’s content optimization, technical SEO, or tailoring your messaging to meet user intent, our team is ready to help your business stay ahead of the curve and drive meaningful traffic and engagement. Reach out and let’s discuss your needs. What to Do After the Core Update is Complete? When the update is complete, it is time to assess the impact and respond strategically by adapting to any shifts. Monitoring website performance, noting any significant changes in SERPS, and reviewing available competitor data can help you refine your strategy to stay at the top of search engine results. As the final major update of the year, Google’s November 2024 Core Update highlights the ever-changing landscape of digital marketing. With AIO shaping search trends, it is essential to adapt and refine strategies for 2025. Leverage the Expertise of Our Digital Marketing Experts Stifel Marcin’s team of digital marketing experts is well-equipped to help your team navigate these changes and help your business maintain its online visibility. We can conduct a thorough analysis of your website, identify areas for improvement, and implement strategies to optimize your content for better search engine rankings. Prepare for the new year by contacting our search engine marketing team and put our expertise to work for you. Read more from our experts about SEO optimization strategies:• How to Improve Your SEO Ranking on Google: 6 Tips• The Benefits of an SEO Audit• The Importance of Long Tail SEO Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about the recent Google core algorithm update, or if you are in need of search engine marketing services, let’s talk.

When visiting websites, you have likely noticed alerts similar to the one below asking users for permission to collect and process their data: Google Consent Mode (GCM) is a powerful tool that enables marketers to comply with stringent data privacy regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) while continuing to collect valuable user data. When a Google Consent Mode banner gives users the options to “accept all,” “reject” or “customize,” it indicates that the business is respecting their privacy and giving them control over how their data is used: • “Accept All” allows the website to collect all necessary data to provide a full range of features and personalized experiences. The potential privacy trade-off: by accepting all cookies, the user may be sharing more personal information than necessary.• “Reject All” minimizes data collection to the absolute minimum required for a website to function, and users may experience some limited functionality with reduced features or personalization options.• “Customize” allows users to choose which specific categories of cookies and trackers to allow or block and provides a personalized experience to their preferences, ensuring only necessary data is collected. By providing these options, businesses can balance data collection needs with user privacy, ensuring a transparent and user-centric approach to digital marketing.  Why Should B2B Marketers Care About GCM? As data privacy regulations tighten and user experiences evolve, understanding and implementing GCM is crucial. It directly impacts a marketer’s ability to collect important user data, personalize marketing efforts, and measure campaign performance. By implementing GCM on your website, B2B marketers can: • Avoid large fines and legal repercussions by adhering to data privacy laws. • Protect brand reputation and maintain trust with customers.• Improve user satisfaction and loyalty by respecting privacy preferences.• Collect accurate and reliable data by ensuring it’s obtained with explicit consent.• Make data-driven decisions to optimize marketing campaigns and improve ROI.• Personalize marketing messages and tailor content to individual user preferences. Important Note: As of March 2024, Google Consent Mode is no longer optional for any website that uses Google services and wants to continue using ad personalization features and collecting user data in the European Economic Area. It’s imperative for marketers to implement GCM to adhere to privacy regulations and avoid potential penalties and reputational damage. Our experienced B2B digital marketing team can help you navigate Google Consent Mode and any website development efforts by providing expert guidance, technical implementation, and ongoing optimization to ensure compliance, enhance user experience, and maximize marketing effectiveness.  Reach out today to discuss your specific website needs. Selecting a Version: Google Consent Mode Basic vs. Advanced GCM is offered in two versions: basic and advanced. Each version provides different levels of control and customization over how Google tags and cookies behave based on user consent. Basic Consent Mode is a simpler option that is easier to implement and configure. It offers basic control over tag and cookie behavior, with tags loading only after user consent is obtained. While this approach can help with basic data collection, it may limit the depth of insights and personalization capabilities due to delayed tag loading and basic data modeling techniques. Advanced Consent Mode provides greater flexibility and control over tag and cookie behavior. While it requires more technical expertise to implement and configure, it offers immediate tag loading and advanced data modeling techniques. This enables more accurate data analysis and personalized experiences, even when users have limited consent. It is important to note that this increased complexity may require more time and resources to set up and maintain. The digital marketing experts at Stifel Marcin can help you weigh the pros and cons of Google Consent Mode basic versus advanced and implement the optimal solution for your business goals and user experience. Potential Consequences of Non-Compliance The importance of correctly implementing Google Consent Mode cannot be understated. If a website does not include privacy functionalities like GCM, it risks several consequences: 1. Non-Compliance with Data Privacy Regulations: Failing to comply with GDPR, CCPA, and other privacy data laws can lead to hefty fines, legal repercussions, and damage to the website’s reputation.2. Reduced Data Accuracy and Insights: Without proper consent management, the website may collect inaccurate or incomplete data, hindering its ability to make data-driven decisions and optimize marketing efforts.3. Limited Marketing Effectiveness: Incomplete or inaccurate data can lead to less effective targeting, personalization, and measurement of marketing campaigns, ultimately impacting the website’s ROI.4. Damaged User Experience: Users may perceive the website as untrustworthy if it collects data without explicit consent, leading to a negative user experience and potential loss of visitors.5. Potential Impact of Google Services: Google may limit the effectiveness of its services, such as Google Ads and Google Analytics, for websites that do not comply with privacy regulations and implement proper consent mechanisms. If you or members of your marketing team are asking “what is Google Consent Mode and do we really need it,” that answer is a resounding yes. It’s imperative to prioritize data privacy and implement robust consent management practices to both safeguard your business and protect your users. Our team is here to assist you in navigating the complexities of GCM and can help you create optimal digital experiences that inspire user trust while safely collecting data that helps inform marketing campaigns, generate leads, and grow brands. Leverage Our B2B Digital Marketing Expertise Understanding web privacy and data compliance is crucial for any business looking to succeed in the digital landscape. If you are asking specific questions like “what is Google Consent Mode,” our B2B marketing team wants to talk to you. With our expertise in digital marketing strategy, data analytics, and compliance best practices, we can help you achieve your specific goals while ensuring your business is protected and thriving. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication

Search engine optimization, more commonly known as SEO, has evolved rapidly, incorporating AI and complex algorithms. With updates constantly reshaping the landscape, it can be challenging for B2B marketers to keep up with SEO terminology. To help you stay informed and navigate its complexities, the expert team at Stifel Marcin has created a comprehensive SEO glossary of terms. Whether you are a seasoned pro or a beginner in SEO, we hope this resource becomes your go-to guide for understanding SEO vocabulary and concepts that power successful campaigns. SEO Terminology A-Z If you need to brush up on your SEO vocabulary, our SEO glossary of terms provides clear and concise definitions for common terms. If you have questions about search engine optimization, reach out to our team. With years of experience and a deep understanding of search engine algorithms, we can help you unlock the full potential of your online presence. A • Accelerated Mobile Pages (AMP): AMP is a simplified form of HTML aimed at speeding up the browsing experience for mobile users.• AI Content Optimization (AIO): The process of tailoring your digital content to ensure it is accurately understood, indexed, and utilized by AI-powered platforms. • Algorithm: A complex set of rules used by search engines to rank websites in the search results.• Alt Text (Alternative Text): Descriptive text for images to help search engines understand the content of images.• Answer Engine Optimization (AEO): The process of optimizing your online content to provide clear and accurate answers to specific questions users ask in search engines.• Application Programming Interface (API): An API enables the development of applications by providing access to the functions or data of another service, such as an operating system or application.• Anchor Text: This refers to the clickable text used to link to other pages.• Artificial Intelligence: The simulation of human intelligence by machines. In SEO, AI analyzes data, predicts trends, and researches improving search engine algorithms and enhancing search results with no-click insights.• Auto-Generated Content: Content produced automatically by programs rather than written by humans. B • Backlink: A link from one website to another, which can improve a site’s authority and ranking.• Bing Webmaster Tools: A free service provided by Microsoft that assists in monitoring and troubleshooting your website’s visibility in Bing’s search results.• Black Hat: These are search engine optimization techniques that breach Google’s quality standards. Black hat techniques can result in your website being penalized.• Bots: Also called “crawlers” or “spiders,” these are programs that browse the Internet to locate content.• Bounce Rate: The percentage of visitors who leave a site after viewing only one page.• Breadcrumb Navigation: Internal links that provide users and search engines with a clear path to navigate through your website.• Broken Link: A hyperlink on a webpage that leads to a non-existent or “dead” resource, which can be either internal or external. This is sometimes indicated with a “404 Page Not Found” error message. C • Cached Page: A version of a webpage that Google saves on its servers during its most recent visit.• Canonical Tag: The (rel=”canonical”) HTML code snippet specifies the primary version of duplicate, near duplicate and similar pages.• Canonical URL:  The preferred URL for a page, used to avoid duplicate content issues.• Click-Through Rate (CTR): The ratio of users who click on a link to the number of total users who view a page or ad.• Content Management System (CMS): Software used to create and manage digital content.• Content Marketing: Creating valuable content to attract and retain an audience.• Conversion Rate Optimization (CRO): Improving the percentage of website visitors who complete a desired action.• Core Web Vitals: Metrics that are part of Google’s Page Experience signals, used to evaluate user experience.• Crawlability: The capability of a search engine to access content on a webpage.• Crawler: An internet program designed to systematically browse the internet, primarily used by search engines to discover, process, and index pages for search results.• Customer Journey: A detailed mapping of the steps a consumer takes from their initial awareness of a brand to purchasing a product or service, and their experiences thereafter. D • Dofollow Link: A link that passes on PageRank, often referred to as a “followed” link.• Domain Authority (DA): A metric developed by Moz that predicts how well a website will rank on search engines.• Duplicate Content: Content that appears in more than one place on the internet, which can harm SEO performance. E • E-A-T: Stands for Expertise, Authoritativeness, and Trustworthiness, factors used by Google to evaluate the quality of content.• Entry Page: The initial page a visitor lands on when they visit your website.• Evergreen Content: Content that remains relevant and does not become outdated.• External Link: A link from your website to a different website. F • Featured Snippet: A summary of an answer to a user’s query, which is displayed on top of Google’s search results.• Footer Link: Links that are placed in the footer section of a webpage. G • Google Analytics: A web-based service offered by Google that measures website traffic and performance based on an analysis of data and statistics.• Googlebot: Web crawler that drives Google’s search engine.• Google Business Profile: A free business listing provided by Google that appears in maps and web search results and allows a company to claim/create a profile, and update the profile with information including hours, links, and photos.• Google Consent Mode: A feature that allows websites to adjust how Google tags behave based on user consent. It enables websites to respect users’ privacy choices regarding cookies while still measuring key metrics and optimizing performance.• Google Search Console: A web service by Google which allows webmasters to check indexing status and optimize visibility of their websites. H • Heading Tags (H1-H6):  HTML tags used to define headings on a webpage.• Hreflang: An HTML attribute used to inform Google about different language and regional versions of a webpage.• HTTPS: A secure version of HTTP that encrypts communications between your browser and the server, working

The hallmark of a great website is an optimal user experience (UX)  – with an architecture that is understandable, easily navigated, and allows users to quickly find the right products and information to support their research, review or purchasing decision. Properly planning, implementing and maintaining a B2B search engine optimization strategy will position your business prominently in the marketplace, and in the search results. The importance of SEO for B2B businesses is evident when considering some recent statistics: • 89% of B2B researchers gather information about potential purchases online • 53% of website traffic is from organic search (vs paid advertising) • 42% of B2B purchasers use a mobile device during their search • Less than 1% of searchers click beyond page one page of Google results • The average B2B buyer conducts 12 different online searches before interacting with a B2B website When Done Right, SEO is a Win-Win for Both User and Business  At its core, excellent SEO practices: • Allows users to find your business more easily with higher search engine results page (SERP) rankings.  • Ensures your website offers content that helps solve the problem they’re searching about  • Creates positive brand visibility  • Ensures your website renders properly on different devices and browsers • Provides key data people are seeking • Improves the user experience SEO Maintenance is a Must Do  Search engine optimization takes ongoing maintenance and monitoring to be sure you are listing where you want, and don’t fall in the rankings. Even if you achieve that coveted first-place ranking, take the steps to ensure both your site code and content are updated regularly, and take stock of your keyword performance to gauge how your rankings compare to your competitors. Just because your site is at the top today, doesn’t mean your competitors aren’t actively working to grab that position from you. We Understand the Importance of SEO for B2B Businesses  Exceptional search engine optimization and maintenance is crucial in this digital age. Whether you are building a new site or need ongoing B2B SEO services to improve an existing build, our team of experts is here to help. As a Google Partner agency, we have the resources to measure, monitor, and improve your page experience and search engine rankings. Reach out via the form on this page or contact us via phone or email and let’s talk. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. When you need B2B SEO experts, look no further than Stifel Marcin. Let’s get started.

Below is the major U.S. search engine market share break-down.* Search Engine Optimization for Google The first time we meet with a new client about website SEO, we often get asked why we talk about Google so much. First, we reference the numbers and usage statistics. Then we say, “Well, what do you search for.” We can probably count on one hand the number of times the response hasn’t been Google over the past two decades. Search Engine Algorithms While Google is the biggest, it’s not all that different from Bing or Yahoo. The three major U.S. search engines use very similar algorithms to determine rankings. There might be a slight difference in rankings, but at the end of the day, it’s pretty close. Since Google is the most-used, we focus and monitor the largest resource of traffic. Also, many people don’t know that Bing and Yahoo are owned by Microsoft, and operate with very similar parameters. Work Toward First on Google Want to ensure your company is ranking first in Google? Give us a call or complete the form on this page and someone from our team will be in touch! *Source: StatCounter.com Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you’re looking to invest in SEO services to help increase your web traffic, we can help. Contact us today.