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Long-form writing on B2B SaaS SEO as a system rather than a set of tactics: topical architecture, AI search, measurement when attribution breaks, and the operator craft of building organic discoverability for SaaS.
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25 postsChatGPT visibility: how it picks sources, and what you can influence
ChatGPT answers either from what the model learned in training or from a live web search, and which one happens decides whether a problem with your visibility is fixable this quarter or only over model generations.
AI SearchAI Overviews SEO: what changed, and what to do about the clicks
This is the AI feature that costs you traffic you already had. AI Overviews sit on top of results you were already ranking in, which makes them a different problem from chat assistants, with a different response.
AI SearchLLM SEO: what the term means, and what is actually different
The name is unfortunate and the category is real. A working definition, where the vocabulary came from, how the major assistants differ, what the evidence says about the popular claims, and an honest way to size the work.
AI SearchHow to track brand mentions in AI search, honestly
Almost every page on this subject is selling a monitoring tool. The measurement is harder than those pages admit, and knowing why changes what you should bother tracking and how often.
AI SearchHow to improve brand visibility in AI search: what moves the needle
Most advice here is repackaged SEO with the word AI in front. Some of it transfers and some does not. The parts that do not, mostly what other sites say about you, are where the work is.
B2B SaaS SEOB2B content marketing is a distribution problem wearing a content costume
Almost every guide on B2B content marketing is a list of content types. The type is the least consequential decision you make. What decides the outcome is who the content is for, who can write it, and where it goes after publishing.
SEO SystemsContent audit: the four decisions that matter, and the data for each
Most content audits produce a spreadsheet with an action column nobody acts on. This method starts from the four decisions you can make about a page, collects only the data that separates them, and plans the work to fit the hours you actually have.
SEO SystemsKeyword cannibalization: how to find it, fix it, and stop causing it
Two of your pages are competing for one query. That is rarely a technical fault. It is the visible result of two briefs written months apart by people who could not see each other’s work, and the fix that lasts is in the planning, not the redirect.
MeasurementMarketing metrics: the 20 worth tracking, and the few to report
Marketing metrics are easy to list and hard to use. This guide defines the twenty worth tracking, with formulas and a CAC payback and LTV:CAC calculator, shows which few belong on the front page, and explains how ratios mislead when nobody watches both halves of them.
CraftMarketing mistakes: 21 lessons that each cost me something
Lists of marketing mistakes are usually aphorisms nobody can act on. These are the ones that cost me something, grouped by the decision they should change, with what to do about each.
MeasurementConversion rate benchmarks by industry, and the denominator problem
Current conversion rate benchmarks by industry, device and channel, each with its source, date and definition, and the reason they disagree: almost nobody divides by the same thing. Comparing your rate to a published figure usually compares two different measurements.
MeasurementGoogle Ads benchmarks by industry: the 2026 data, and how to read it
The current CTR, CPC, conversion rate and cost per lead tables for every industry, with the source, date and sample behind each figure. Then the part the tables leave out: how to compare them with your own account without being misled.
Growth SystemsFull funnel marketing: how to find the stage that limits revenue
Full funnel marketing is usually sold as coverage: be present at every stage. Coverage is the easy part. The hard part is that the stages share one budget, and most teams cannot say which stage is limiting revenue this quarter. This guide shows how to find it, fund it, and measure the rest without starving it.
CraftFull stack marketer: the skills, the pay, and why breadth is not the job
The full stack marketer is usually sold as a versatility pitch: one person who can do everything. That framing is what makes the role fragile. This guide covers the layers, the skills, the pay and the hiring, and argues for the narrower version that is much harder to replace.
B2B SaaS SEOSEO for B2B SaaS: what to do at each stage
The right SEO work at the wrong company stage is wasted work. What compounds at Series B destroys value before product-market fit, so the first job is to read your stage honestly, then do only the work that stage can hold.
B2B SaaS SEOB2B SaaS SEO: the economics, and the pages that carry it
SaaS is close to the ideal case for organic: high gross margin, recurring revenue, and buyers who research before they talk to anyone. This guide does the arithmetic, then shows which pages turn that arithmetic into pipeline.
B2B SaaS SEOChoosing a SaaS SEO agency, and when not to hire one
Most SaaS SEO agency evaluations compare deliverables and price. Neither predicts the outcome. What predicts it is whether the engagement leaves you with a system or a dependency, and whether you were ready to hire at all.
B2B SaaS SEOB2B SEO strategy: what to build in which order
Most B2B SEO strategies are keyword lists with a publishing schedule attached. A strategy is a sequence of decisions about what gets built first, what deliberately waits, how much the team can actually produce, and which number gets reported in which quarter.
B2B SaaS SEOB2B SEO: the operator’s guide to building organic that compounds
B2B SEO is not consumer SEO with a longer sales cycle. The buyer is a committee, the keywords that close deals have almost no volume, and the payback outlasts most reporting windows. This is the full working method, from the first committee map to the twelve-month report.
Utility-Led AcquisitionProduct-led SEO: choosing which free tool to build first
Most teams that decide to build a free tool pick the wrong one, because they pick the impressive one. The first tool has a specific job, which is to find out cheaply whether your audience wants a utility from you at all, and impressiveness is not part of it.
MeasurementSEO measurement when attribution is already broken
Zero-click results, AI answers and privacy changes have made last-click attribution a poor description of how organic search works. That is an argument for better SEO measurement, not for measuring less.
AI SearchAI search optimization: what actually gets retrieved from your page
Assistants do not cite pages. They cite passages. Once that is clear, most advice about optimising for AI search turns out to be optimising the wrong unit, and the useful work becomes specific and checkable.
Content SystemsProgrammatic SEO: how to build page families without thin content
Generating pages from a database is not spam. It becomes spam at the exact point where the template stops carrying information the reader could not have assembled from a search box, and that point can be designed, measured and enforced before anything is published.
SEO SystemsInternal linking strategy: your link graph is a product decision
Internal linking is usually a chore done while proofreading. Treated as a design decision, specified per content type and built into templates, it decides what your site is understood to be about and which pages carry its weight.
SEO SystemsSEO audit checklist: fix the defects, then what keeps causing them
A complete SEO audit checklist, in the order an operator runs it, with a scoring method for what to fix first and the step every other guide skips: tracing each defect to the decision that keeps producing it.
Roughly one a month. Operator-grade thinking on growth systems, SEO architecture, and AI search. No promo emails, no upsells.