Insights
The Value of Original Research in B2B
I’m a big advocate of original research in B2B marketing.
That’s because it’s one of the key strategies we’ve used to help our clients grow their organic traffic and get cited in major media publications.
So, I was curious about Stratabeat’s analysis of what’s currently working in SEO for B2B SaaS companies.
They took data from 300 websites and measured their performance from April 2023 to April 2024.
While the report covers activities like audience segmentation, blogging frequency, and online tools, it’s the compelling statistics about original research that got my attention.
Key findings from Stratabeat’s study
1. Increased Google Top 10 Rankings
Websites that conducted original research saw an average increase of 50% in Google Top 10 organic ranking keywords.
In contrast, sites without original research experienced a decline of 8.1%.
2. Organic Traffic Growth
The study found that websites offering original research increased their organic traffic by an average of 41.2%, compared to just 14.9% for those without it.
This means that websites with original research enjoyed ~2.8 times the organic traffic growth rate compared to their counterparts.
3. Referring Domain Growth
Original research attracts backlinks like no other content! Among websites conducting original research, 95.1% saw an increase in referring domains.
The average increase in referring domains for these sites was 27.1%.
The numbers above are impressive.
But, they don’t tell you the whole story.
In my experience, the benefits of producing original research extend beyond SEO.
Let me show you what I mean…
How the benefits of original research extend beyond SEO
We all want to jump to the top of the SERPs and drive organic traffic.
Those are significant advantages, but the value of original research is much broader.
Here’s what I’ve found:
Establish authority and credibility
a) Primary source of information
When a B2B company publishes original research, it often becomes the primary source for unique data.
This status drives more backlinks from other websites, as media outlets and industry peers cite the research in their own content.
You effectively establish your company (or your client’s) as an authoritative source in your industry. (E.E.A.T).
b) Control over the narrative
Once you’re a key source of valuable data and information, you have the power to shape discussions around industry trends and challenges.
This control allows you to present your findings in a way that aligns with your brand’s vision and messaging.
c) Building trust
High-quality, data-driven content fosters trust among potential clients.
We know that B2B buyers seek reliable information to inform their purchasing decisions.
So, when you provide factual insights that help your audience make those decisions, you raise your brand’s credibility.
d) Lead generation
Research reports can serve as gated or ungated assets that generate leads.
Every time a reader gives you their contact information for access, you’re growing a list of potential clients to market to.
Fuel your media relations and Digital PR efforts
a) Ongoing coverage opportunities
Research reports often have a longer shelf life than typical press releases.
Journalists may return to the data for follow-up articles or discussions long after the initial publication. This helps keep your brand in the spotlight.
b) Social shares and engagement
Statistics and findings from original studies capture attention on social media platforms, where users are eager to share knowledge with their connections.
This organic sharing amplifies your reach and increases brand visibility.
Improve engagement
a) Building relationships
Publishing research also provides more opportunities to connect with industry experts, stakeholders, and potential clients.
These connections often lead to collaborations, partnerships, or simply increased awareness of your brand.
I've seen this work in my business. I've spoken about Digital PR on popular podcasts like Buzzstream, and discussed research, women in SEO and more with experts at Search Engine Land.
Drive business growth
a) Informed decision-making
B2B buyers rate research reports as one of the most valuable types of content during evaluations. Your research can positively influence their decisions.
b) Long-term ROI
Your investment in research will yield long-term returns through increased brand loyalty, higher conversion rates, and improved customer retention.
I've seen the ongoing benefits compound over time for my clients.
Have you published any original research?
Reply with a link to your article or PDF and I'll share the best content in our next newsletter.
Is Google Losing Its Grip on Search Advertising?
A recent Wall Street Journal (WSJ) article set off alarm bells by stating that Google’s search advertising dominance is under threat.
The article attributed this decline to three main factors:
- The rise of TikTok: Attributed to capturing user attention and ad dollars.
- Growth of AI search engines like Perplexity: Seen as providing a viable alternative to traditional search.
- Antitrust pressure: Suggesting Google’s monopoly might be weakening.
A closer examination of the data by Rand Fishkin from SparkToro reveals a different picture.
He urges caution against misinterpreting the situation.
I've dropped the key points from his analysis below.
[N.B. The quotes in green are from his article— which is actually a video transcript. Readability is lacking in places].
1. Market Share Stability
Rand asserts that Google maintains a strong market share, approximately 88% in the U.S. and over 90% globally.
On average, users are searching Google two hundred times per month which is up from last year. So that suggests Google search advertising business should be stronger not weaker.
2. Misleading Growth Claims
The Wall Street Journal attributes potential market share losses to the rise of platforms like TikTok and AI search engines.
Fishkin argues that while these platforms are growing, they currently have minimal impact on Google’s search advertising revenue.
But if TikTok is this threat that the Wall Street Journal is making it out to be, why aren’t they calling out DuckDuckGo. It’s way up here.
3. Data Interpretation
The WSJ highlights that Google’s share of the U.S. digital ad market is projected to decrease, with estimates suggesting it could fall below 50% in 2025, primarily due to growing competition.
It didn’t it barely mentioned Amazon, here’s where search advertising, search advertising spend is going. Google is growing more dollar wise, it’s just that Amazon’s growing faster as a percent because they were a smaller percent before.
4. User Behavior Insights
Rand states that a significant majority (83%) of users still rely solely on traditional search engines, with 99% of those using AI tools also continuing to use Google frequently.
5. Emerging Competitors
He identifies other companies like Walmart and Instacart as significant players in the digital advertising space, suggesting that their growth is contributing to shifts in the market rather than a direct threat from TikTok or AI search engines.
I don’t believe we’re missing any relevant information here.
Do you see any flaws in his assessment, or have any first-hand knowledge of what’s happening in the ad industry?
Let me know if you have data to share.
I hope these insights help. For more tips, follow me here.
