Future of B2B SEO: Top 5 Trends for 2025 & Beyond

Topic authority is a method of measuring your brand’s expertise on a topic directly related to your core business. Creating a topic authority strategy is key to bringing credibility and trust to your company and, at the same time, gaining top positions on Google. 

From the launch of E-A-T (Experience, Authoritativeness, and Trustworthiness) in 2019 to its expansion to E-E-A-T (adding the extra E for Trustworthiness) in 2022, Google prioritises the top positions for sites that have authority and expertise in the subject and that generate reliable, quality information for readers. 

To ensure that your domain fulfils the requirements, you need to adopt strategies that focus on building authority on subjects directly related to your business. One such strategy is topical authority, which has become extremely necessary – this SEO concept creates a chain of relevant content that shows the reader and the Search engine the brand’s expertise in its area of activity. 

As a business, standing out isn’t just about offering a fantastic product or service — it’s about being recognised as the go-to expert in your field. Brand authority is the trust and respect your brand earns from your audience. When people view your brand as a knowledgeable leader, they are more likely to choose you over the competition, remain loyal in the long run, and recommend you to others. 

Search engines need to reflect the real world, and brands are a significant part of that landscape. Searchers expect to find familiar brands, even when those websites aren’t perfectly optimised or lack the highest Domain Authority. 

Furthermore, Google rewards brands in various ways, including expanded listings (such as sitelinks), Knowledge Graph (entity) results, duplicate rankings on the first page, and a greater likelihood of certain types of rich results. 

Over the past decade, there has been a significant shift in the diversity and presence of SERP features in search results. It’s not just that Nike is ranking number one organically; Nike, along with various brands—many of which are medium-sized or smaller—are receiving enhanced brand signals through SERP features such as sitelinks and knowledge panels. Example:

• Connect with local media outlets to enhance your presence:  A practical and strategic approach to building brand authority is to connect with journalists and collaborate with local influencers who have a broad sphere of influence. They can help share your brand’s story and penetrate the local market with their established credibility and follower base. 

• Produce insightful content that is unique to your brand: Content is king, as the saying goes. However, it’s also expected that anyone can quickly generate content by consulting numerous online resources or repurposing existing material. So how can you stand out among a sea of content creators? By producing valuable content that is unique to your brand and difficult for others to replicate.  

• Utilise a range of social media campaigns to expand your reach: Social media offers a valuable opportunity for brands to optimise their potential. Campaigns on these platforms are crucial for promoting products and services. Keep an eye on trending topics and find ways to create innovative campaigns around them, using holidays, festivals, and popular events as a solid foundation.  

• Builds trust, loyalty, and credibility: Testimonials are highly valuable for establishing brand authority. Each testimonial or online review offers an opportunity to inform your audience about the quality of service you provide. They also allow potential customers to explore the products or services you offer and understand the impact you have on your clientele.  

• Customise your message for your audience: It’s very important to adapt messages to different audiences in order to establish an effective and meaningful connection with each target group. Each audience has different demographic and cultural characteristics, which means that their needs or preferences may vary. 

• Diversify your CTAs: Typically, CTAs are add-to-cart buttons, free trial sign-up buttons or even download buttons. You can take some time and change the form and positioning on the site to find out how to increase the conversion rate. 

• Prioritize above-the-fold content: Content above the fold should attract users to your site, encouraging them to explore more of the page and the site as a whole. However, this goal is a challenge these days, thanks to the rise of responsive design and the decline in readers’ attention. Working out the right strategy for optimising content above the fold isn’t easy, but it’s powerful.  
• Optimise for mobile users & page load speed: 53% of users abandon a website if it doesn’t load within three seconds. On the other hand, the mobile phone is the main device used to access websites and, with more than half of Internet use coming from mobile devices, you can lose a significant amount of traffic if you don’t focus on excellent mobile page speed.  
• Conduct A/B testing: No business wants to leave money on the table, and that’s what can happen if you’re not constantly testing your website to see how you can improve your conversion rates. The goal of A/B testing is to improve the overall performance of your website or app by making small changes and then measuring the results.