Contact Us
860-659-0777

SEO

Do Businesses Still Need a Website in the Age of AI Search?

SEM, SEO, Uncategorized /

If AI-engines can answer a prospect’s questions, do you still need a website?  Google AI Overviews, ChatGPT, and other AI-powered search experiences are changing how buyers discover and research businesses. Zero-click search is also changing traditional website traffic patterns, with prospects increasingly able to find answers without visiting a website. But while AI may change how prospects find your company, it doesn’t eliminate the need for a place where they can learn about, evaluate, and ultimately trust your brand.  With the role of AI in today’s search landscape, your website isn’t less important. Its role has actually evolved into something more important than ever.    Are Websites Obsolete Because of AI? Simply, no. Websites are not becoming obsolete because of AI. While artificial intelligence engines can answer basic questions and impact the way visitors reach your site, websites are still an important source of information – for people, traditional search engines, and AI-powered search tools. All still need authoritative sources when evaluating companies, products, services, expertise, and credibility.  Instead of making websites irrelevant, AI is changing the role they play in the customer journey. A potential customer may first discover a company through an AI-generated response, but when it comes time to go deeper – evaluating supplier options, getting more details, or finding contact information – most people visit the source website.  For B2B companies, this distinction is especially important. Buyers rarely make decisions based on a single interaction. They may encounter a brand through AI search, traditional search, social media, industry publications, advertising, trade shows, and referrals before visiting the company’s website. The site provides a central destination where those experiences – and the combined presentation of the brand – come together.    Where Does AI Get Information About Businesses? AI-powered search tools rely on information available across the web, including business websites, structured data, industry publications, reviews, and other authoritative sources. A website is a primary source of information about a business. Therefore, maintaining a well-structured website, building a strong SEO foundation, and adapting content for AI visibility can increase the likelihood that the website’s content will be mentioned and cited by generative search tools.  AI search and zero-click experiences may change how people discover your business, but the information used to generate those answers still has to come from somewhere. A clear, accurate, and authoritative website gives search engines and AI-powered platforms a strong first-party source to understand your company.  For a deeper look at how businesses can optimize their content for both traditional search and AI-powered search experiences, read SEO vs. GEO: Why the Traditional Approach to SEO Is No Longer Enough.    Your Website Is Your Business’s Source of Truth A website gives a company control over information about its services, capabilities, products, and expertise. Without a strong website, search engines and AI-powered platforms have fewer first-party signals to understand exactly what a company offers. In those instances, engines may need to rely more heavily on third-party sources, which can be incomplete, outdated, or lack the context a business would provide itself.   Maintaining accurate, detailed, and well-structured website content helps establish a reliable source of information that search engines, AI platforms, and potential customers can reference.  This makes the website more than a destination for traffic. It becomes part of the information ecosystem surrounding the brand – helping businesses shape how their expertise, capabilities, and value are understood and found online.  For B2B companies, this also means your website needs to be more than a product catalog – it needs to demonstrate why buyers should trust your company. Technical information, case studies, certifications, project experience, industry expertise, and clearly explained capabilities can all help reinforce credibility during the buying process.     Why Websites Still Matter in an AI-Driven Buyer Journey AI may introduce a prospect to your business, but your website gives them a place to go deeper. It helps prospects evaluate your capabilities, understand your value, verify your expertise, and decide whether your company belongs on their shortlist.  For B2B companies especially, prospects may need to: Research capabilities  Compare vendors  Review technical information  Verify certifications  Read case studies  Download resources  Request a quote  Contact sales The goal isn’t simply to get a prospect to your website. It’s to make the website effective once they arrive. A well-designed B2B website should make it easy for prospects to find the information they need, understand your value, and offer a clearly planned conversion path that converts visitors into leads.    Part of a Larger Search Strategy Your website doesn’t exist in a vacuum. It’s part of a larger digital ecosystem that includes search engines, AI platforms, social media, industry publications, paid media, email, events, and other channels. While people may find your brand in different places, your website’s impact on the buying journey is powerful – acting as a foundational tool that generates cross-platform visibility, reinforces value propositions, and delivers a positive user experience that allows customers to access the resources they need, and the calls-to-action that result in contacts.  This is where an integrated approach to B2B marketing becomes especially valuable. Your website, content, search strategy, social presence, paid campaigns, and other marketing efforts should work together to create a consistent brand experience and support buyers throughout the decision-making process. As a full service agency, Stifel Marcin can help.     Does SEO Still Matter in the Age of AI? Yes, SEO is expanding, but traditional SEO fundamentals still help search engines discover, crawl, and understand website content. However, the goal is no longer limited to rankings, clicks, and website visits. Search visibility now includes traditional search and AI discovery, along with brand exposure, website validation, and authority.  Zero-click search and AI-generated answers have made it possible for a prospect to encounter your brand without ever clicking through to your website. That doesn’t make SEO less important – it makes visibility more complex. Learn more about SEO and GEO.    How Can Businesses Prepare Websites for AI Search? Preparing your website for AI search doesn’t have to mean rebuilding everything from the ground up. Often, it requires efforts to strengthen the fundamentals that make your content useful, understandable, and credible to both people and

Do Businesses Still Need a Website in the Age of AI Search? Read More »

SEO vs. GEO: Why the Traditional Approach to SEO is No Longer Enough

SEM, SEO, Uncategorized /

As AI-powered systems reshape discovery, the traditional definition of visibility is changing. Platforms driven by large language models (LLMs), including conversational chatbot interfaces and AI-enhanced search experiences, often act as first-touch research tools. This shift is redefining the difference between SEO and GEO, forcing companies to think beyond rankings and traffic alone.  We are no longer optimizing solely for position in “traditional” search results. Strategic digital strategies integrate both SEO and GEO, and optimize for inclusion, extractability, and citation within AI-generated answers. What is SEO? Search Engine Optimization (SEO) is the strategic process of improving a website’s visibility in organic search results to attract qualified traffic and generate measurable business outcomes such as sales, leads, or revenue. SEO is not simply “adding keywords.” It requires a structured strategy that:  If content is created without a clear keyword and intent strategy, a website risks attracting irrelevant traffic that does not convert.  The Three Core Pillars of SEO SEO is traditionally divided into three main categories:  On-Page SEO Optimization of content and HTML elements on a webpage, including:  Off-Page SEO Signals that build authority and trust outside the website, primarily: Technical SEO Infrastructure improvements that help search engines crawl, index, and understand a site: Foundations of Effective SEO Using the above three approaches, the foundation of strong SEO performance relies on targeted keywords, high-quality backlinks, content optimized for search intent, and a site’s technical health and crawlability. Combined, these factors signal authority and relevance to search engines like Google and Bing, and result in ranking positions. However, as user search behaviors evolve – with chat-driven research and AI-overviews becoming the primary first approach of buyers – ranking alone is no longer the only visibility metric that matters. This is where GEO enters the conversation. Why SEO Alone Is No Longer Enough  Search behavior has fundamentally changed. Users increasingly interact with AI-generated summaries, zero-click answers, and conversational interfaces that provide information instantly, often without requiring a website visit. As platforms like Google integrate AI Overviews directly into search results, and large language models such as ChatGPT and Gemini become first-touch discovery tools, visibility is no longer measured solely by rankings. Traffic sources, brand visibility and even overarching digital marketing performance must be reevaluated for lift, impact and conversion attribution (determining which brand touchpoints are resulting in key performance indicators). Traditional SEO KPIs, including traffic volume, keyword rankings, and impressions, are no longer sufficient to explain website performance. We are entering scenarios where overall organic traffic may decline, yet conversions increase. Why? Because AI-driven search experiences filter out low-intent users and deliver more qualified visitors who are further along in the decision-making process. In this new landscape, performance must be evaluated beyond clicks. Visibility inside AI summaries, extractability by generative systems, and authority signals that influence AI selection now directly impact business outcomes. SEO remains foundational and important, but it no longer captures the full picture of digital visibility or revenue potential. Explore Our SEO Services What is GEO (Generative Engine Optimization)? Generative Engine Optimization (GEO) is the practice of structuring and optimizing content so it can be understood, extracted, summarized, and cited by AI-driven systems.  The same piece of content is interpreted differently by search engines and AI systems. Traditional search engines rank pages based on relevance, authority, and technical signals. Generative systems analyze content to extract direct answers, synthesize information, and generate responses. If your content is not structured clearly and context-rich, it is less likely to be highlighted in AI-generated results.  In modern search strategies, Generative Engine Optimization (GEO) serves as the umbrella framework for optimizing content across AI-driven systems. Under GEO, three key subsets emerge:  All three are subsets of GEO because they share the same objective: making content structured, authoritative, and extractable enough to be selected and synthesized by AI systems. GEO does not replace traditional SEO – it expands it beyond rankings into generative visibility. Why GEO Matters for B2B Companies GEO is particularly critical for B2B companies because B2B buying journeys are often longer, research-heavy, and involve multiple stakeholders. Decision-makers do not rely on a single search query – they consult AI tools, develop vendor short-lists based on detailed capabilities, validate technical specifications, and seek summarized insights before ever filling out a form. Platforms powered by large language models, such as ChatGPT and Gemini, are increasingly used as research assistants during early-stage evaluation. If a B2B company’s content is not structured, entity-rich, and authoritative enough to be extracted and cited by these systems, it risks being excluded from consideration entirely. Unlike many B2C purchases, B2B decisions are often high-value and high-impact. Buyers look for expertise, credibility, and clarity before considering partners that have to go through multi-stage evaluation processes and complex on-boarding procedures. GEO ensures that technical content, information on products and services, and thought leadership positions are formatted in a way that AI systems can interpret accurately and present confidently. In the modern environment, being included in AI-generated shortlists, summaries, and recommendations is critical for digital marketing success. For B2B companies competing in focused or complex industries, GEO visibility can directly influence pipeline quality and revenue growth. Want to see what GEO can do for your organization’s lead generation and growth? Contact us to discuss your needs. SEO vs GEO: Why They Work Best Together SEO and GEO are not competing strategies, they are complementary layers of modern digital visibility. SEO builds the foundation: crawlability, keyword targeting, authority signals, backlinks, and rankings in traditional search engines such as Google. GEO builds on top of that foundation by ensuring the same content is structured, explicit, and semantically rich enough to be extracted, summarized, and cited by generative systems like ChatGPT and Gemini. SEO helps a page rank; GEO helps it get quoted. When combined, they create a dual-visibility strategy: one optimized for search engine algorithms and another optimized for AI-driven answer engines. Brands that integrate both approaches position into a cohesive digital strategy improve results – driving decision-making conversations and building a modern visibility footprint.  The

SEO vs. GEO: Why the Traditional Approach to SEO is No Longer Enough Read More »

Using Chatbots for Lead Gen: How AEO Drives Better B2B Results

Lead Gen Tactics, SEO /

Across industries people expect fast, useful answers when they search online. To support this, many B2B buyers are turning to conversational tools like AI chat to find information, evaluate suppliers, and start the procurement process. Answer Engine Optimization (AEO) focuses on structuring website content so it can be understood and referenced accurately by AI tools, answer engines, and conversational search experiences. When content is formatted around natural-language questions, these systems can deliver clearer, more direct responses to users. For marketers, strategically targeting chatbots for lead generation can create an opportunity to engage prospects at key moments of interest. When supported by AEO, chatbot responses become more accurate and aligned with buyer intent because the underlying content is structured for the way people and AI tools ask questions and retrieve information. Together, these strategies help generate more qualified leads and strengthen your brand’s visibility across modern search experiences.   A Short Note on Website Chatbot Pop Ups Website chatbot pop ups are separate from AEO. While we can certainly add them to a website, these pop ups can assist with routing or answering simple questions, but they rely entirely on the quality of the underlying content. They won’t help your rankings and do not connect with tools like ChatGPT or Gemini to influence your rankings or AI content references.   An AEO review can help you understand whether your content is positioned to perform well in AI search experiences and support accurate chatbot responses. Even small adjustments can strengthen visibility and lead quality. Why Chatbots Are a Valuable Lead Gen Tool B2B buyers often research outside regular business hours, or when they dedicated blocks of time, to look for specific details like technical specs, delivery timelines, or service capabilities. Chatbots allow businesses to engage these visitors immediately. It was recently documented that more than 60% of B2B buyers have used chat to research suppliers or solutions. Another study found that chatbot interactions can reduce average response time by over 90%, helping companies meet expectations for instant engagement. Together these data points emphasize the increased acceptance of chat tools as a reputable source of information in business-to-business segments.  Key advantages of using chatbots for lead gen include: Timely, personalized and topic-relevant interactions can turn first time visitors into qualified leads, setting the stage for stronger performance when paired with AEO strategies.  How AEO Strengthens Chatbot Content and Buyer Support A chatbot is only as helpful as the information behind it. While chatbots themselves don’t influence search rankings, the content that powers them can be strengthened through AEO. Answer Engine Optimization focuses on structuring information around natural-language questions, helping your website be listed more clearly when buyers search. Benefits of applying AEO principles to your website content include: As buyer expectations for specific information increase, aligning chatbot scripts with AEO-driven content can support stronger conversion rates. This is why it is important to regularly review and update to keep content relevant as the buyers needs and search behaviors shift. Our digital experts can also assist you with B2B SEO audit services designed to strengthen your online presence and improve the quality of your website content.   Aligning Chatbot Content with Buyer Intent B2B buyers rarely use broad or vague terms. They search for specific solutions, product types, or service details. More than half now use conversational or voice search to find targeted products or suppliers, making intent alignment a critical factor in chatbot strategy. To better reflect buyer needs, chatbot content should: These practices help create interactions that feel useful and relevant, building confidence with potential customers.  Positioning Your Brand as an Expert Resource Using chatbots for lead gen is about more than capturing contact information. A well-designed delivers helpful, topic-focused answers that demonstrate your organization understands buyer challenges and provides informed solutions.  Studies show that buyers are nearly three times more likely to engage with companies that offer clear, authoritative answers early in their research. Consistently delivering this kind of value strengthens your reputation with both buyers and search engines.  AEO and SEO alignment help position your brand as a trusted resource while ensuring your chatbot conversations are easy to find and easy to act on. How Stifel Marcin Supports AEO and Chatbot Optimization A successful chatbot strategy goes far beyond adding a widget to your site. It requires understanding buyer intent, optimizing for AEO, and connecting lead generation tactics to your broader business goals. Our team brings more than 20 years of B2B marketing expertise, including  SEO, content strategy and digital engagement. We help companies: These efforts support digital performances and help connect your brand with qualified prospects at the right time.  Explore our integrated marketing services and then reach out for a free consultation. Our experts are here to help you create powerful impact. Modernizing Lead Gen for Today’s Search Landscape The way B2B buyers search is evolving. AI-driven experiences and conversational search are becoming the norm. By combining chatbots with AEO, your brand can stay ahead of this shift, delivering fast, accurate answers while guiding qualified leads toward meaningful action. Stifel Marcin can help you build a strategy that connects chatbot functionality with proven AEO and SEO best practices. Give us a call and let’s start the conversation.  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 gives 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. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about AEO services or using chatbots for lead generation, contact us today.

Using Chatbots for Lead Gen: How AEO Drives Better B2B Results Read More »

Understanding B2B SEO Search Engine Results and the Rise of SERP Features

SEM, SEO /

Search engine results (SERPs) have changed and so has the way B2B buyers engage with them. Instead of clicking through multiple links, users can now get answers instantly through AI overviews, “People Also Ask” sections, image packs, and other dynamic SERP features. For marketers, this means traditional SEO tactics may not be enough. To stay visible and competitive, your strategy needs to account for how, and where, your content appears within the search results. A strong B2B SEO search engine results strategy starts with understanding the modern SERP landscape. At Stifel Marcin, we help B2B brands optimize for visibility across today’s evolving SERPs. Explore our SEO and Answer Engine Optimization (AEO) services to learn more. Why SERPs Matter More Than Ever in B2B SEO Today’s B2B buyers are highly self-directed, conducting extensive research before ever filling out a form or speaking with sales. That journey often begins (and sometimes ends) with the search engine results. With AI-generated answers, featured snippets, and expandable content like “People Also Ask,” decision-makers can get the information they need without ever clicking through. For B2B marketers, that shift means visibility depends on more than just ranking. It’s about owning space within modern SERP features. Our agency helps clients build SEO and SERP feature strategies that increase brand authority, deliver value early in the funnel, and drive measurable engagement, even in a zero-click environment. What are Some Key Modern SERP Features? Search engines are no longer delivering simple lists of links. They are delivering layered, dynamic results designed to answer user intent instantly. Knowing what SERP features exist, and how to appear in them, is critical to building a strong B2B SEO search engine results strategy. Our infographic outlines some of the most prominent features shaping the current search experience. Here is a closer look at the ones that matter most for B2B visibility: Building a SERP Feature Strategy for B2B Brands With many ways to appear in search engine results, B2B marketers need more than traditional SEO; they need a clear strategy for capturing high-value placement across today’s SERPs. Some of the most effective strategies include: Of course, every B2B business is unique. Your industry, audience, and offerings influence how and where you should appear. That is where our team comes in. We help brands develop SERP feature strategies that drive awareness, trust, and engagement, without guessing or overextending internal resources. Reach out to discuss your SEO needs. Why Ignoring SERP Features Hurts Long-Term Visibility Ranking well in organic search is still essential but it’s no longer the only metric that matters. Modern SERPs are filled with features that surface answers, visuals, and brand content before users click. Overlooking these placements can mean missing out on visibility where your audience is actively engaging. With the rise of AI-generated overviews and zero-click results, marketers need to think beyond blue links. Securing a presence in SERP features reinforces brand authority and increases the chance of early-funnel discovery, often before a user even lands on your site. We work alongside B2B marketers to strengthen SEO strategies with structured, feature-focused approaches that align with how search is evolving, helping you earn visibility where it matters most. Learn more about AEO and see how our experts can help you reach your goals. Frequently Asked Questions About SERP Features What’s the difference between SEO and AEO?SEO focuses on improving rankings and traffic, while AEO is about structuring content so search engines and AI tools can extract and present answers, often directly in SERP features. A successful B2B strategy often blends both. Review our chart that details the differences. How do I know which SERP features my branding is already showing up in?Martech tools can help you track this. Our agency also performs in-depth SEO audits to assess your current SERP visibility and pinpoint where opportunities exist for richer placement. Are SERP features mostly relevant for consumer brands?Not at all. B2B buyers often rely on trusted, quick-access information during their research process. Features like Featured Snippets and Video Carousels can significantly influence consideration and credibility in B2B markets. What is involved in working with your agency on SEO and AEO?We start a discovery session to understand your goals, then conduct a technical and content audit. From there, we build a custom strategy that aligns with your audience, industry, and visibility goals, while delivering on-going support, content creation, and optimization to earn placement across SERPs. Learn more about our process. How long does it take to see results from a SERP feature strategy?That depends on your starting point, competition, and how much existing content can be optimized. We will help set realistic expectations and track performance along the way. Seize the Opportunity for B2B Search Visibility Today’s search is about more than rankings; it’s about recognition, relevance, and reaching buyers where decisions start. As SERP features continue to evolve, marketers need strategies built not just for keywords, but for placement across the entire search experience. Partnering with B2B SEO experts like Stifel Marcin can help you make sense of this complexity. From technical optimization to content strategies aligned with answer engine optimization, we work with clients to improve visibility and drive engagement across the funnel. Contact us today and talk about how your brand can earn more valuable space in search results. 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 SEO and answer engine optimization, or are searching for B2B

Understanding B2B SEO Search Engine Results and the Rise of SERP Features Read More »

The Last Google Core Algorithm Update of 2024: What to Expect

SEO /

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, are in need of search engine marketing services, or are searching for B2B marketing resources, let’s talk.

The Last Google Core Algorithm Update of 2024: What to Expect Read More »

What is Google Consent Mode?

SEO /

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

What is Google Consent Mode? Read More »

SEO Glossary of Terms: Decode the Search Engine Optimization Language

SEO /

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

SEO Glossary of Terms: Decode the Search Engine Optimization Language Read More »

The Importance of SEO for B2B

SEO /

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• Well-executed long tail keyword strategy can improve click-throughs by 3-6% 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.

The Importance of SEO for B2B Read More »

Why Google for Search Engine Optimization

SEO /

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.

Why Google for Search Engine Optimization Read More »

The Importance of Long Tail SEO

SEO /

As a marketer interested in increasing your ranking on search engine result pages (SERP), you may have heard the terms “short tail SEO” and “long tail SEO” (search engine optimization). With 70 percent of queries on search engines containing long tail keywords, lets explore why they should be a critical part of your SEO strategy. Short Tail vs Long Tail Keywords for SEO Many start with smaller phrases known as short tail keywords. These are usually one or two words that are relevant to your business in a general sense. For example, someone searching for bakery services may begin a search with a short tail keyword like “local bakery.” Another user searching for a bakery could be looking for something much more specific and enter a query like “bakery near me with gluten free cupcakes.” The type of keywords a customer uses in an online search usually depends on which stage of the buyer journey they are in. Early in the process, potential buyers tend to use general terms as they begin to research a product, service or problem. As they go further through their journey and gather more information and understanding, they begin using more specific keywords and longer, more descriptive terms, most of which we consider long tail keywords. Advantages of Long Tail SEO Both users and businesses benefit from using keywords specifically for long tail SEO. Searchers get more defined results that likely provide them (or gets them closer to) the information they need. Your organization gets important data to help you understand your website visitors’ needs, challenges and how you can help move them more fully through the purchasing funnel. Other long tail keyword benefits include: Less competition – Since long tail keywords are more specific, there tend to be fewer competitors using the exact same keyword. The chances of your site being seen by relevant audiences on search engines increases, especially with Google’s ability to personalize search results. Less keyword competition means they cost less to bid on, so you’ll optimize costs.  Higher conversion rate– The people searching these types of keywords usually know what they are looking for and typically are further down the buyer path with an intent to buy rather than just doing initial research. Higher ranking of short tail keywords– Most long tail keywords already contain short tail keywords, helping both phrases to rank higher in search engine results. Google looks at search intent when choosing which results to display. Keywords are a main part of how Google determines this. The strategic use of long tail keywords for SEO can keep your site from falling in rankings. Voice search– With voice search gaining popularity due to devices such as Amazon’s Alexa® and Google Home®, long tail keywords more closely match the conversational tone used. Talk to a Data-Driven SEO Marketing Agency that Drives Leads If you want to further optimize your website with long tail SEO, or begin the SEO strategy process (an SEO audit is a great place to start), the digital marketing experts at Stifel Marcin are ready to help. Contact us 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. Learn more about how our SEO services can Power Up your marketing.

The Importance of Long Tail SEO Read More »

Scroll to Top