The Revenue-First SEO Playbook
Stop Ranking,
Start banking
for Teams Who Are Done Chasing Vanity Metrics
SEO should be more than traffic reports.This is about making it a predictable, measurable, and strategic revenue channel.
In this live roundtable at the Growth Syndicate Meetup (Jan 2025), we explored how to shift from traditional SEO thinking to an approach that speaks directly to the boardroom. Whether you’re a CMO, VP Growth, or leading a revenue team—this page is built for you.
See miro boardWhat You’ll Learn on This Page
What is on this page:
- A real B2B SEO case study from the roundtable
- A practical approach to align SEO with sales, product, and paid teams
- Clear answers to: “Why isn’t SEO driving pipeline?” and “What should we do next?”
- A real B2B SEO case study from the roundtable
- A practical approach to align SEO with sales, product, and paid teams
- Clear answers to: “Why isn’t SEO driving pipeline?” and “What should we do next?”
Case Study: Strong SEO Traffic, Weak Pipeline
The Business Challenge
You’re the VP Growth at a mid-sized B2B SaaS. Organic traffic is solid (100K+ monthly visits), but conversions are flat. Your CEO wants to pivot to paid. Can SEO prove its value?
Key obstacles
- Top-of-funnel content dominates but doesn’t convert
- Sales ignores SEO; focus is on outbound and performance marketing
- SEO is seen as slow, vague, and hard to attribute
- Limited resources: no SEO team, minimal dev support
- Sales ignores SEO; focus is on outbound and performance marketing
- SEO is seen as slow, vague, and hard to attribute
- Limited resources: no SEO team, minimal dev support
Roundtable Takeaways: How to Make SEO Revenue-Focused
Speak the Language of Growth Teams
🎯 Position SEO differently for CMOs vs CROs vs CEOs
📊 Use data, and business goals—not just keyword trends
Shift SEO Goals from Traffic to Pipeline
🧠 Prioritize high-intent, conversion-ready keywords
🔗 Track lead conversion per SEO page and tie into CRM data
⚙️ Use input metrics (e.g., content updates, technical optimizations) as leading indicators
Prove Value with Short-Term Wins
📈 Repurpose paid campaign data to identify high-converting keywords
🧲 Use CRO insights to improve underperforming SEO pages
💸 Forecast potential value of organic vs paid to show opportunity cost
Align SEO With Sales and Paid
🧩 Turn SEO into a sales enablement engine: ROI calculators, comparison pages, etc.
🔍 Validate SEO’s impact through performance and paid synergies
🧱 Create content frameworks that support sales conversations
Optimize What You Have Before Scaling
🧰 Identify and fix SEO conversion bottlenecks
✂️ Leverage content already working and cut the rest
🤝 Build trust by showing results before asking for bigger investment
Explore the Framework: Interactive Miro Board
This is the original Miro board used during the Growth Syndicate roundtable. It maps the full B2B SEO case study, discussion prompts, post-its from participants, and key takeaways.
🔍 Use it to:
- Navigate the revenue gaps we explored
- Understand how SEO can align with sales, product, and paid
- Reuse the structure in your own internal discussions
- Navigate the revenue gaps we explored
- Understand how SEO can align with sales, product, and paid
- Reuse the structure in your own internal discussions
👉 Zoom in, scroll through, and explore freely. It’s built to be practical, not polished.
Ready to Turn SEO into a Revenue Channel?
If your traffic reports look great but your pipeline doesn’t, this framework will help you rethink your strategy.
I work with B2B companies ready to move from ranking for the sake of it to growing revenue with intent.
Want an SEO talk that drives growth? Need a custom SEO talk or workshop that focuses on business growth? Let’s get in touch.