Traditionally, SEO meant trying to figure out and “optimize” for Google’s algorithm and the ranking factors that mattered most. If you got your site just right for Google, you were rewarded with higher rankings. But today, Google’s artificial intelligence-infused algorithm is constantly changing, responding every moment to its users. Google has algorithms teaching algorithms, with […]

I’m asked a lot of questions about SEO and content optimization, but if there’s one that encompasses the desires and frustrations of many clients, it is this: Why is it so difficult to create SEO content that ranks well and produces lots of organic traffic?  The simple answer is that there are already thousands of […]

For years, Profound Strategy has created most of our clients’ best-performing organic content. We repeatedly produce high-performing content that continues to grow over time. And that’s why I can say, without hesitation or qualification, that SEO can very well be the most cost-effective marketing channel today. Yes, many SEO projects fail to deliver as time […]

Sometimes, a good SEO tactic has nothing to do with optimizing your website. Many important, mid-funnel and purchase-intent B2B keywords—“best X,” “top X,” and “compare X vendors”—are highly unlikely to populate individual brand landing pages in top results.  On- and off-page SEO will not improve rankings if a page’s content doesn’t satisfy user intent, and […]

Driving conversions in B2B marketing requires content that caters to multiple decision-makers at every stage of their unique buyer journeys. It’s not just executives who make purchase decisions: 81% of mid-level managers and individual contributors also have a say. This makes the development of B2B buyer personas critical, yet 47% of B2B organizations do not […]