Hey all! I was wondering what you all do first when you create a strategy for B2B SEO. Love to hear this from you all!

Google has launched a core update aimed specifically at the Discover feed (not Search), starting Feb. 5 for English-language users in the U.S. and rolling out over up to two weeks. The update is designed to show more locally relevant content, reduce clickbait and sensational posts, and reward in-depth, original, timely content from sites with clear expertise, so Discover traffic may shift even if Search rankings don’t.

Google has announced a major step toward AI-driven shopping with the launch of its AI Mode Checkout Protocol and Business Agent, enabling AI to guide users from product discovery all the way to purchase without leaving Search or Gemini. Built on the new Universal Commerce Protocol (UCP), this system allows AI agents to access real-time product data, pricing, availability and complete checkout using supported payment methods. At the same time, Business Agent lets brands deploy an AI-powered, on-brand assistant directly in search results to answer questions, recommend products and eventually drive conversions. Together, these updates signal Google’s move toward agentic commerce, where AI doesn’t just inform decisions, but actively completes transactions for users.

You don’t rank with more content, you rank with better coverage. Google rewards topical authority: one strong main page supported by a few tightly related pages that answer sub-questions and are smartly internally linked. This signals real expertise, builds trust, improves CTR, and leads to more stable rankings, modern SEO is about structure, depth, and consistency, not volume.

Everyone obsesses about getting the click — CTR, impressions, rankings. But the real metric that moves the needle today? Being the last click. If someone searches → clicks your page → and doesn’t go back to Google to try again, that’s the signal. That tells Google you resolved the search. That’s retention. That’s intent match. That’s why your competitors with weaker backlinks and lower domain authority sometimes outrank you — they’re the last click more often. So stop measuring success only by traffic and positions. Start measuring how often people stay, scroll, engage, convert, or simply don’t bounce back to the SERP. Modern SEO is not about being the first result — it’s about being the final answer.