S6E6 - How Top B2B SaaS Companies Are Dominating SEO in 2025 with Tom Shapiro

Mar 25, 2025

In this discussion, Tom Shapiro, founder and CEO of StrataBeat, shares his expertise in SEO and behavioral intelligence. He reveals winning strategies for B2B SaaS companies as they navigate SEO in 2025. Tom dives into the importance of audience segmentation, optimizing for AI overviews, and the impact of original research on visibility. He explains how free tools can enhance lead generation and boosts traffic while emphasizing the role of consistent blogging and effective internal linking for SEO success.

Ask episode

AI Snips

Chapters

Books

Transcript

Episode notes

INSIGHT

AI Overviews and SEO

AI-generated answers are becoming more common in search results.
However, they only appear for a small percentage of B2B SaaS keywords, leaving ample opportunity for traditional SEO.

ADVICE

Optimizing for AI Overviews

Reverse-engineer successful AI overview results to optimize your content.
Analyze what information Google includes and try to align your content accordingly.

INSIGHT

Impact of Audience Segmentation

Websites using audience segmentation see a 50.4% higher organic traffic growth rate.
They also experience 46.5% higher referring domain growth.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

In this episode, we talk about how top B2B SaaS companies are winning with SEO in 2025. Our guest, Tom Shapiro, is the founder and CEO of Strata Beat. He shares his knowledge and experience, including how he helped grow iProspect from $12 million to $75 million in yearly revenue. As an expert in neuroscience, psychology, and behavioral intelligence, Tom offers a fresh way to think about SEO and audience engagement.

Key Timecodes

(0:48) - Guest Introduction: Tom Shapiro and his background
(1:32) - Discussion on SEO performance report by Strata Beat
(2:17) - Explanation of AI Overview by Google
(3:01) - Importance of ranking in AI Overviews
(4:27) - Misconceptions about AI overviews and SEO
(5:52) - Strategies for optimizing for AI Overviews
(7:04) - Reverse engineering approach for AI Overviews
(8:08) - Audience segmentation and its impact on SEO
(9:53) - Explanation of audience segmentation
(12:27) - Content strategies for effective audience segmentation
(14:01) - Adding free tools to websites and their SEO impact
(15:31) - Evaluating the effectiveness of free tools
(17:02) - Benefits of free tools for lead generation
(18:34) - Creating simple vs. sophisticated free tools
(19:47) - Original research and its benefits
(21:09) - Uses of original research beyond SEO
(22:10) - Effort involved in producing original research
(24:30) - Blogging frequency and maximizing organic traffic
(25:59) - Impact of custom graphics in blogs
(27:42) - Importance of internal links for SEO
(28:53) - Best practices for internal linking
(30:13) - Summary of top SaaS companies' SEO strategies
(31:30) - Content hubs and different content types
(33:10) - Contrarian views on SEO and AI Overviews
(34:36) - Importance of targeting relevant keywords
(36:13) - Strategies for SaaS founders in 2025
(37:27) - Importance of ICP research
(39:00) - Advice for SaaS founders aiming for 10K MRR
(40:41) - Advice for SaaS founders aiming for 10 million ARR
(43:21) - Testing and optimizing CTAs
(44:56) - Conclusion and contact information for Tom Shapiro
(46:22) - Summary of the episode and closing remarks