What are the essential data points B to B players should be mindfull of?
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
4 min
1 speaker
5 chapters
transcribed 28 days ago
Transcript
jump: chapters · speakers · find in transcriptTranscript
Transcript generated automatically by AI and may contain errors.
What core SEO data points should B2B companies focus on in the LLM discovery era?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
How can B2B teams measure the impact of organic search on qualified pipeline (MQL‑to‑SQL)?
Moving on to a very like practical, like industry-specific um lightning question for you. As you think about like B2B software and in particular, this like whole B2B category in this LLM discovery world, what are like one to three data points that you think these B2B players absolutely have to be mindful of in SEO or organic uh search and discovery? discovery.
Yeah, so I think um a big piece is having our core content topics. So really making sure we know what we're talking about and then the metrics relate to those things. So I think traffic always has to be a piece of it. As much as I don't want it to be, they have to see those numbers. And then MQLs typically for a B2B is really important. So I want to see what's coming in as a marketing qualified lead. And then even that second step of an SQL, a sales qualified lead.
Why are lead qualification metrics more important than raw traffic for B2B SEO success?
Typically we're seeing things flow through. And I wanna know are our leads not only getting qualified by marketing, but actually making it into the sales funnel? So I can't tell you how many B2B companies I talk to have no idea what their MQL to SQL rate is. And that is it's such a miss. And it's one of those questions we ask right away is tell me about your your qualified your your process for qualifying leads. And a lot of times it's like, well, Joe gets on the phone and he talks to somebody. And then we lose all information past that. We have to evolve from there to prove success of SEO in a B2B space. We don't have e-commerce data, right? We can't just say we made $20 on this this phone call. We have to track qualified leads through the process because then what we can see is entry of person, marketing qualified, sales qualified, and then sale.
And then we can actually have some true attribution. So in terms of metrics, I think those lead metrics are critical.
What engagement depth metrics reveal educated buyer behavior on a B2B site?
And then I think one thing we haven't really talked about is just, I do think engagement metrics on the site matter as well.
Right.
I want to see people looking at multiple pages of content at this point because they're more educated coming to the site. They probably even know your brand now. So are they digging deeper? If they're getting to one page and they're jumping, that was fine when we were the answer engine, but now that we're not, I wanna see depth. So those are pieces that we need to be considering, I think more than I have at least historically.
No doubt. And that wraps up this episode of the Voiceless Search podcast. A huge thank you to Lindsay Nelson, VP of SEO at Symphonic Digital, for joining us. If you'd like in touch with Lindsay, you can find a link to her LinkedIn profile in our show notes or visit voicelesssearch.com.
How do you wrap up SEO performance reporting and next steps for B2B organizations?
You can also connect with her company, Symphonic Digital, at symphonicdigital.com. If you haven't subscribed yet and would like a daily stream, of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube, and we'll be back in your feed every week. Okay, that's all for today, but until next time, remember, the answers are always in the data.
No segments match your search.
Select any passage to copy it with its citation or turn it into a shareable card.
Chapters
5 chapters
1
What core SEO data points should B2B companies focus on in the LLM discovery era?
0:00–0:43
2
How can B2B teams measure the impact of organic search on qualified pipeline (MQL‑to‑SQL)?
0:43–1:40
3
Why are lead qualification metrics more important than raw traffic for B2B SEO success?
1:40–2:42
4
What engagement depth metrics reveal educated buyer behavior on a B2B site?
2:42–3:35
5
How do you wrap up SEO performance reporting and next steps for B2B organizations?
3:35–3:57