How to Fix Your SEO Strategy

5 snips

Mar 3, 2025

Guest

Tom Whatley

Rita Cidre, Head of Academy at SEMrush, Ross Simmonds, Founder of Foundation, and Tom Whatley, Founder of Grizzle, share their expertise in B2B SEO strategies. They tackle common mistakes marketers make and the impact of AI on search engine optimization. The trio discusses how content must be optimized for user intent and presents a case study on improving conversion rates. They also emphasize the importance of internal linking and URL structure for top rankings, while debunking outdated practices like keyword stuffing.

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INSIGHT

SEO Difficulty Increase

AI-generated content is exploding, making it harder for marketers to stand out.
SEO is not dead, but old tactics don't work as easily.

ANECDOTE

Pipedrive's Bottom-of-Funnel Success

Pipedrive increased sign-ups by 33% by focusing on bottom-of-funnel SEO and content.
This included landing pages, comparison pages, product-led content, and jobs-to-be-done content.

ANECDOTE

Procore's Top-of-Funnel Approach

Procore built a content model by focusing on top-of-funnel content like glossaries.
They targeted high-value keywords related to their audience's learning needs.

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#224: Website Teardown | In this episode, Danielle (Head of Content at Exit Five) hosts a panel with top SEO and content marketing experts: Rita Cidre, Head of Academy at Semrush; Ross Simmonds, CEO at Foundation & Distribution.ai; and Tom Whatley, CEO of Grizzle.

Together, they break down real B2B websites, exposing the biggest SEO mistakes and sharing data-driven strategies for improving rankings, content, and conversion rates.

Danielle, Rita, Ross, and Tom cover:

The most common SEO mistakes B2B marketers are making right now
Why ranking for the wrong keywords is hurting your pipeline
How to optimize content for scanners, search intent, and conversions

Timestamps

(00:00) - – Introduction to Rita, Ross, and Tom
(03:39) - – Why SEO has changed and what marketers are getting wrong in 2024
(06:40) - – The impact of AI on SEO and why standing out is harder than ever
(08:22) - – Case study: How Pipedrive increased signups by 33% with bottom-of-funnel SEO
(10:48) - – The difference between top-of-funnel and bottom-of-funnel content strategies
(13:15) - – Why glossary pages aren’t enough and what to do instead
(15:51) - – The biggest homepage SEO mistakes (live website teardown)
(20:34) - – How to structure product and category pages for better rankings
(23:28) - – The problem with keyword stuffing vs. real search intent optimization
(28:24) - – Why internal linking and URL structure matter for SEO success
(33:00) - – How backlinks, brand authority, and digital PR impact rankings
(36:54) - – The role of content quality, readability, and formatting for scanners
(40:19) - – Common mistakes in blog strategy and how to fix them
(44:49) - – Why getting to the point faster improves rankings and engagement
(47:25) - – Final SEO takeaways recommendations

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