Google is the top referring domain for B2B websites.

Content marketers and savvy SEO experts search the web for information about traffic and how to get more of it, always looking for new updates and proof of results. These marketers generate custom content, produce news articles, write blogs and develop SEO strategies based on the latest trends.

B2B marketers gain information

B2B marketers are in a unique position, in part, because much of the information available may seem more relevant to B2C brands, so any insight gained through real numbers can benefit brands. Content marketing and social media are nice as ideas, but the benefits provided by quality content are impossible to ignore. SERPs result in visibility, encouraging potential customers to go to a website, ultimately leading to conversions and sales.

Thanks to Optify’s 2012 B2B Marketing Benchmark Report, marketers can gain some insight to help ensure their web content performs as well as it can. Optify reported on referral traffic, organic search, social media, email, paid search and other aspects of content marketing, showing that marketers must focus on a variety of channels to see success.

Top referrers and organic traffic? Yes, it’s here

According to Optify, Google is the top referring domain for B2B websites. The search engine giant makes up 36 percent of all visits. Additionally, the study showed that organic search drove significant traffic, making up 41 percent of visits to B2B websites. Because so much traffic comes organically without paid search tools though sites like Google and Bing, marketers should focus their efforts on generating content for SEO so their brands are revealed in SERPs.

Google issues Panda update

Brafton recently reported that Google refreshed its Panda algorithm, a tool that helps the search engine find quality, custom content on the internet.This release effected 1.2 percent of English queries made on Google, and the company gave some helpful information for SEO experts and digital marketers in its blog. Asking a number of questions about existing content can help leaders assess the strength of their SEO strategies.

Content marketers, SEO experts and digital managers should be sure to generate custom content in a world where SERPs and web traffic determine results.

Emma Siemasko is a former member of Brafton's editorial team. Emma has experience with blogging, travel writing, industry news, SEO and content marketing. She used to live in South Korea, where she mastered the art of using metal chopsticks.