Join Nate Matherson as he sits down with John-Henry Scherck for the fourth episode of the Optimize podcast. JH is the founder of Growth Plays, an SEO consultancy focused on B2B content strategy. As a foremost expert in B2B content marketing and SEO, he frequently serves as a growth marketing consultant to high-performing SaaS companies. JH has worked with a number of incredible startups like LaunchDarkly, Hopin, Lattice, and Heap among many others. In episode #4, JH and Nate chat about mapping buyer journey's, building an SEO channel to will actually drive additional pipeline, technical SEO at scale, and how organic search is and isn't changing in 2023. For more information please visit www.positional.com, or email us at podcast@positional.com.

Resources:
Join Positional’s Private Beta Here: www.positional.com
Check in with Nate on LinkedIn & Twitter
Check in with JH on LinkedIn & Twitter & https://growthplays.com

What to Listen For:
2:35 JH's Background
4:51 JH on why he started an SEO and content marketing agency
8:21 What makes content marketing and SEO channels so powerful for B2B or SaaS companies?
13:00 How to measure SEO campaign success
15:35 Conversion Rate Optimization
19:10 How long does it take to build a meaningful organic search channel?
23:19 How important are backlinks in 2023?
30:52 JH's commentary on how to think about topical relevance and authority
34:00 What does a piece of content cost in 2023?
40:06 The Importance of Technical SEO and Internal Links
43:09 Does Anchor Text Matter In 2023?
45:17 Is SEO Dead? What are the impacts of Google's upcoming UX/UI changes and SGE?
50:24 Lightning Question Round

JH Scherck on How to Move The Needle in SEO, Technical SEO at Scale, and Optimizing for Buyer Journey