B2B marketing insights for
those targeting a niche
Insights, learnings and stories from the world of B2B marketing and communications, direct from Velo’s B2B agency team
B2B Search, SEO & GEO
Search in B2B has become more complex. Marketers are trying to improve visibility, attract the right traffic and create content that performs well in both traditional search and emerging AI-driven discovery environments. The challenge is making search a strategic growth channel, not just a technical checklist.
That means learning about SEO, GEO, keyword strategy, search intent, technical performance, content optimisation, authority building, buyer questions, search behaviour and how discoverability is changing.
Our insight articles explore how B2B marketers can improve search performance, adapt to new search behaviours and create content that is easier to find and more useful when it is found.
What Google’s U-turn on 3rd-party cookies means for B2B marketing
After years of anticipation and multiple delays, in a surprising – or, perhaps, unsurprising – move, Google has decided to scrap its plans to phase out third-party cookies on Chrome. Whatever your view, this decision undoubtably shifts the landscape for B2B marketers who have been preparing for a future without third-party cookies. Earlier in […]
B2B Content, B2B Search, SEO & GEO, Customer Experience
Parallax and SEO: A Guide to Balancing Visuals and Visibility in B2B marketing
In the digital ecosystem, websites usually become a balancing act for the art of design with the science of SEO. While web designers advocate for clean, visually striking websites that captivate and engage visitors – SEO experts continue to push for structures and content that pleases search engines, sometimes at the expense of design simplicity. […]
B2B Marketing in Technology, B2B Search, SEO & GEO
What BrightonSEO Taught Us About AI-Powered Search and What It Means for SEO
– We attended the latest BrightonSEO event so you didn’t have to, and not only are we breaking down one of the topics that stood out as a key development to watch, but we’ve also done some extra homework on what B2B marketers targeting a niche actually need to know about it. Unsurprisingly, AI dominated […]
AI & MarTech for B2B, B2B Campaigns, B2B Search, SEO & GEO
Third-party cookies: is your B2B marketing about to crumble?
UPDATE: Google has moved back the deadline to an as yet unspecified date in 2025, so companies have some more time to prepare. That said, we recommend not leaving it to the last minute! Back in January 2024, Google began phasing out 3rd-party cookies – although only 1% of Chrome users were affected by Feb […]
AI & MarTech for B2B, B2B Campaigns, B2B Content, B2B Search, SEO & GEO
What are the key takeaways for B2B marketers from Brighton SEO 2023?
It has been a month since the Brighton SEO conference which was nothing short of exciting! The great variety of insightful and knowledgeable sessions left us buzzing with ideas. It was great to stay up to date with the latest advances in search marketing and hear from thought leaders from various industries sharing their views […]
B2B Advocacy, B2B Content, B2B Search, SEO & GEO
How do you write an SEO-optimised B2B case study for your website?
Remember that a good case study on your site is a balance. Optimising it for SEO to make it discoverable, should happen without compromising how well it reads for the human who is viewing it. It must be compelling. The main elements to think about are listed below: Who is searching and at what stage […]
B2B Content, B2B Marketing in Technology, B2B Research, B2B Search, SEO & GEO
How to build an SEO strategy when promoting a technology brand
SEO constantly evolves as Google updates its ranking algorithm to enhance the user search experience. This allows companies to assess the yearly SEO trends that shape the search engine landscape. As a result, SEO can drive traffic to your website, generate leads, and improve your bottom line with the right strategy. Here are some […]
B2B Marketing in Technology, B2B Search, SEO & GEO, Customer Experience
What the switch to GA4 means for B2B marketing – and how to get ahead
In October 2020, Google announced that Google Analytics 4 (GA4) will replace Google Universal Analytics (UA) and that UA will stop collecting data in July 2023. Whilst there is still nearly a year before the current analytics tool is phased out, many experts recommend moving now, as you’ll build up more historical data within the […]
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