Why SEO Is More Than Driving Traffic...It's Driving Revenue
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
16 min
2 speakers
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the core argument for why SEO should be tied to revenue instead of just traffic?
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, Tyson Stockton.
Hey, what's going on? My name is Tyson from Previsible.io, and joining me today is Stefan Hederbrandt, who is the CMO and co founder of Dream Data. Dream Data provides innovative solutions for data driving market attribution and revenue analytics. Dream Data specializes in helping businesses optimize their marketing strategies and maximize ROI. Its platform offers advanced insights and action. actionable intelligence to drive growth in decision making. Yesterday, Stefan and I talked about how to align SEO with B2B revenue attribution. And today we're continuing the conversation by discussing why SEO is more than driving traffic, it's driving revenue. With that, here's my conversation with Stefan Hedderbrandt, co-founder and CMO at Dream Data.
Stefan, welcome back.
Thank you so much, Tyson.
No, yesterday I feel like we kinda we left everyone a kind of little bit of a cliffhanger, but we we didn't kind of I feel like complete the conversation. But I mean we were we were kind of discussing a similar topic in a day where we were talking about attribution and kind of looking in your words at the cheat codes as far as like how we're making an impact through our efforts as SEOs. And looking at those pages that were kind of common or driving more of the rave revenue later in the stage in the sales process. But kind of going beyond that, like where do we go from looking at the pages into like maybe like, you know, how people are getting to them and stuff like that. So one page, we're gonna have potentially thousands of keywords that could be ranking for it.
Like what's the next step beyond just identifying what those pages are.
Yeah, so there's there's a couple of ideas that come to mind with uh when you have technology like we do at our company, but you could pursue at your own company as well. Um and here we're talking particularly B2B.
How can B2B marketers use revenue attribution to isolate the SEO sessions that actually close deals?
Um so one thing is that instead of studying just every single user journey on your website, by having a really solid B2B attribution setup, you'd be able to isolate only the sessions related to the deals that you win. uh in your analysis. So what I'm saying here is that let's say you won a hundred accounts in your company last year. Then instead of looking at all the traffic that arrived to your website last year, you can focus and just look at what the did the accounts that actually end up buying your assigning contracts with you as a B2B company do. And what you typically find there is there's a bunch of very low traffic uh URLs that actually matters uh a lot for people that are actually deciding whether they should buy your your product or not.
You can call it kind of like what's the due diligence process that people are going through as they decide to buy your product. I can mention a few of the things that typically work uh when you study just the people that buy. It's uh it's an SEO classic, which is the alternative pages. Like established brand and then alternative. Those pages are are quite typically always uh good to get your your company mentioned in because people know the category that they're looking for, but you have a brand That can do the same, but you're just not as known as the other one. There's a lot of great traffic to catch there. Other things are like integration pages. So making sure that You're listed up amongst when people are searching for integrations to specific uh products.
That could be like CRMs, like attribution for Hobspot, attribution for Salesforce, those kind of searches where you're super deep into the decision process, where you're kind of looking for specific integrations to a specific product, are always kind of appearing quite high when you look at those kind of
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Chapters
8 chapters
1
What is the core argument for why SEO should be tied to revenue instead of just traffic?
0:00–2:40
2
How can B2B marketers use revenue attribution to isolate the SEO sessions that actually close deals?
2:40–5:38
3
Which low‑traffic pages (e.g., alternative brand pages, integration pages) have the highest impact on buying decisions?
5:38–8:06
4
Why should SEOs shift from a traffic‑first mindset to a ‘selling‑committee checklist’ mindset?
8:06–11:23
5
What metrics should SEO teams track to prove direct contribution to B2B revenue?
11:23–13:19
6
How do you determine statistical significance for SEO pages without needing massive sample sizes?
13:19–15:14
7
Should you prioritize scaling high‑performing pages or pruning pages that deliver zero revenue impact?
15:14–16:00
8
What actionable steps can organizations take to align SEO goals with overall business revenue targets?
16:00–16:03