October 15, 2025 • 33 mins
How Successful B2B Companies Are Increasing Their Web Traffic
Many B2B companies struggle with generating quality website traffic that converts. They often focus on vanity metrics, and are obsessed with traffic volume rather than true visitor intent. The key to successful B2B SEO lies in understanding your ideal customer profile (ICP), what they’re looking for, and developing content that answers their needs, questions, and challenges. So how can B2B companies and their marketing teams develop smarter SEO strategies to drive the right website traffic?
That’s why we’re talking to Nicholle Stacey (Chief Marketing Officer, Altitude B2B), who shares proven marketing strategies and expert insights on how successful B2B companies are increasing their web traffic. In this episode, Nicholle highlighted the importance of conducting a comprehensive website audit to identify technical SEO issues and improve domain health. She advised focusing on quality over quantity when it comes to web traffic, and how leveraging tools like reCAPTCHA eliminates spam bots. Nicholle stressed the value of domain authority, and how it is influenced by building trustworthiness through high-quality, seo-optimized content that answers client questions and earns backlinks from credible sources. She provided practical tips on tracking useful website metrics and stressed the need for a structured SEO approach. Nicholle also discussed how to optimize the use of AI and maintain a user-friendly web navigation experience.
https://youtu.be/R6i9rUpnKFY
Topics discussed in episode:
[3:19] Common struggles B2B marketers face with SEO
[4:46] How to get leadership buy-in for SEO investment
[5:56] Key pitfalls that B2B marketers should avoid and how to focus on quality traffic
[8:24] How AI is changing SEO strategies and search behavior
[11:24] How to explain SEO value to business owners
[13:05] Steps to grow web traffic from scratch
- Conduct a website audit to identify technical issues and improve domain health
- Identify your ideal client profile (ICP)
- Continuously improve the user navigation experience
[17:07] How to measure content quality and performance
[22:57] Why domain authority and backlinks matter
Companies and links mentioned:
TranscriptChristian Klepp 00:00
Many companies struggle with generating the right traffic to their website. They obsess over quantity rather than quality. The key lies in understanding your ICP (Ideal Customer Profile), what they’re looking for and developing the right content to answer their questions. So how can B2B companies start getting their SEO (Search Engine Optimization) right and increase their web traffic from scratch. Welcome to this episode of the B2B Marketers in the Mission podcast, and I’m your host, Christian Klepp. Today, I’ll be talking to Nicholle Stacey, who will be answering this question. She’s the Chief Marketing Officer at altitude B2B who helps B2B companies to improve their SEO. Tune in to find out more about what this B2B marketers mission is.
Christian Klepp 00:41
And off we go. Nicholle Stacey, welcome to the show.
Nicholle Stacey 00:50
Thank you.
Christian Klepp 00:51
Great to have you on the show, and it’s great to chat with a fellow Canadian and a fellow Torontonian. I’m just gonna try not to talk about the traffic and the road works, and then we’ll be fine. Like, fantastic. So, um, if it’s all the same to you, let’s just jump right in, because I think this is a topic that man, B2B companies and their marketing teams should be paying attention to this stuff, if they’re not already, rig
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Many companies struggle withgenerating the right traffic to
their website. They obsess overquantity rather than quality.
The key lies in understandingyour ICP (Ideal Customer
Profile), what they're lookingfor and developing the right
content to answer theirquestions. So how can B2B
companies start getting theirSEO (Search Engine Optimization)
(00:22):
right and increase their webtraffic from scratch. Welcome to
this episode of the B2BMarketers in the Mission
podcast, and I'm your host,Christian Klepp. Today, I'll be
talking to Nicholle Stacey, whowill be answering this question.
She's the Chief MarketingOfficer at altitude B2B who
helps B2B companies to improvetheir SEO. Tune in to find out
more about what this B2Bmarketers mission is.
And off we go. Nicholle Stacey,welcome to the show.
(00:50):
Thank you.
Great to have you on the show,and it's great to chat with a
fellow Canadian and a fellowTorontonian. I'm just gonna try
not to talk about the trafficand the road works, and then
we'll be fine. Like, fantastic.So, um, if it's all the same to
you, let's just jump right in,because I think this is a topic
(01:11):
that man, B2B companies andtheir marketing teams should be
paying attention to this stuff,if they're not already, right?
Yes.
So I'm gonna say that you're ona mission to help B2B companies
elevate their online presencewith SEO and Expert blog
content. For this conversation,I would like to focus on the
(01:33):
following topic, which is howB2B companies can increase web
traffic from scratch. And thatsounds like a pretty big deal,
and it probably is, to a certainextent, right? But that's why
we're here, right? Where we'rehere to, like, break it all
down, and we're here to tellpeople that it's not impossible,
but it does require work. Solet's kick off the conversation
(01:54):
with two questions, all right,and I'm happy to repeat them. So
the first question is, what isit about SEO that you wish more
B2B companies understood? Andthe second question is, where do
you see B2B companies and theirmarketing teams struggle
regarding the above?
So for B2B SEO to make someprogress on their own, first and
(02:18):
foremost, I would say, take anaudit, just see where your
website's performing. Look atyour metrics. What is your
traffic like? What type oftraffic are you getting? Are you
resonating with your idealclient profile? If not? Look at
the audit, look at the technicalfixes and look at your content.
(02:39):
Are you answering questions thatyour ideal client might be
asking into search engines, youreally want to make sure that
you're positioning yourself in amanner where you're that
response and on the flip side,you want to address all of those
technical issues and make surethat your domain health is
really elevated so that Googlesees you as trustworthy,
(03:03):
credible, and is willing to showyou as a search result to those
users. And then I'm going to askyou to remind me the second
question, please.
Yeah, no, absolutely,absolutely. Where do you see a
lot of B2B marketing teamsstruggle regarding SEO.
The biggest struggle is theydon't understand, or fully
(03:24):
comprehend, the power that SEOhas in regard to their marketing
and investment in marketing.I've seen time and time again
with B2B businesses where theydon't take digital marketing
seriously. In this day and age.It's so fundamental, and it's so
important, because if you're notdoing that, you're missing a big
(03:47):
portion of the market share,depending on the industry that
you're in. If you can get even,you know, 1% more market share,
that's huge return on investmentthat you'll get just from SEO.
So it's super important. And youknow, they just need to realize
that it's a true value.
From a marketers point of view.All the things that you've said
(04:08):
make total sense. But as we allknow, there are business owners
out there, or, if it's a largerorganization, there are people
in the senior management thatlet us say they don't quite
understand what SEO is. And B, Ithink something that's even more
dangerous is out of sight, outof mind. If I don't know about
(04:30):
it, then it means it's not thatimportant. And that couldn't be
any further from the truth,right?
Yeah.
So you've probably run into thesituation before, so that's what
I'm going to ask you. But how doyou get buy in from those types
of folks to invest in SEO?
Yeah, it's so true. Like, out ofsight, out of mind, you just
pretend it's not there, and youdon't address it. But the
(04:52):
reality is, like I said, like,if you look at specific
industries, you can look at thedata. And I always say numbers
don't lie. Okay, I have my owndata from my own clientele that
I've worked with as well, whereyou really see the value in
investing in SEO. So for peoplewho are business owners, who,
(05:13):
you know, they may notunderstand, or they're just
like, You know what, I reallydon't need this, I would say,
Well, who doesn't want moremarket share. Who doesn't want
to connect with more clients? Isthat what you're telling me?
Because if that's the case, thenAre you really serious about
doing business? And if you dowant that, then SEO is the way
to go. And again, the numbersdon't lie.
(05:35):
Absolutely, absolutely. I'mgonna segue to the next
question, or move us on to thenext question rather, which is
about like key pitfalls toavoid. And so again, we're on
the topic of building up yourweb traffic from scratch. So one
of these key pitfalls that B2Bmarketers should avoid, and what
should they be doing instead?
(05:56):
Yeah, I would say just don't getoverwhelmed. Take it one thing
at a time. With SEO, there's alot of technical jargon that
gets thrown around, and I alwayslike to educate my clients on
like what specific things meanand why they're important and
why we need to address that. Sowhen you're running an audit and
(06:20):
you're getting overwhelmed. Justreally take a moment to take a
deep breath. It's all good, it'sall okay, and take it one step
at a time. And you know, don'tget overwhelmed by that.
Okay, okay. And what else shouldthey be avoiding? Should they be
avoiding the traffic trap, asthey call it?
Yeah, you want to be avoidingthe traffic trap like you want
(06:43):
to make sure that your trafficis, you know, quality traffic
over quantity. There are certainthings that you can do to ensure
that you're getting real qualitytraffic. One of the things that
comes to mind is always makesure that you're using, for
example, reCAPTCHA, which isjust basically a plugin that you
use on your site, where, whenusers fill out a contact form,
(07:07):
you can segregate from, youknow, bot intakes versus real
human intakes. So simple thingslike that can be a good practice
to avoid falling into, you know,false numbers, so to speak.
Yeah, no, absolutely,absolutely. I mean, there's
this, there's this obsessionabout, like, numbers, right?
(07:29):
Like, okay, like, look how muchtraffic we have versus, or what
you actually should be focusingon is the quality of that
traffic. Like, are there qualityleads there coming to the
website? Right?
Exactly. And that's one thingtoo, that I would add, is before
you even start implementing SEOlike out of the gate, you
should, as a bare minimum, betracking these metrics from the
(07:52):
get co just so you see whereyou're at before you even
address anything. So then youcan look back at the metrics and
see what's really drivingprogress and getting you to
where you're looking to be.
Yeah. No, absolutely,absolutely.
Yeah.
This next question is, while wecan go down a really deep rabbit
(08:14):
hole with this one, but let'skeep it down. Let's keep it top
level. Talk to us about what haschanged in the world of SEO and
why marketers should be payingattention to that.
A big hot topic right now in theworld of marketing and SEO
specifically, is, you know, AEO(Answer Engine Optimization), or
whatever acronym you want touse. It's essentially just, you
(08:36):
know, answer engine optimizationor AI snippet overviews. The
reason I encourage people to payattention to this is there's a
lot of noise, and you need to,you know, break through the
noise to understand what'sreally going on here. I've done
a lot of education and researchon this myself, and at the
(09:00):
bottom of it all, it'sessentially, SEO is not dead.
That's what everyone keepssaying. SEO is dead. It's really
not at the basis to rank forAEO, you still need to implement
the foundational practices ofSEO. You know, even Google's own
people, I think it was lastmonth came out and said, you
(09:22):
know, you don't need to be doingall of these, you know, jumping
through hoops to rank on AEO orhave AI snippet overviews
happen. You just really need topractice the foundations of SEO.
The one thing I will say,though, is you do need to pivot
how you're practicing SEO. Andan example of that is you can't
(09:43):
just, you know, write blogs howwe were writing blogs before,
or, you know, doing what I calla bad practice where you're
having AI write your blog.That's a whole another a can of
worms that I can get into. Butyou really wanna think of
intent, so only user intent, butAI intent. So when you're
(10:05):
writing your blogs, you want tobe answering questions that
people are asking into searchengines, but you also want to
format and write your comment ina way where AI is more likely to
reference your content as well.So looking at things in a simple
way, such as how you structurethe content it could be, you
(10:25):
know, these are the top fivethings to look for when you're
searching for an SEO agency asan example. And having that
structured of, you know, fivepoints, and having the question
answered or asked in thecontent, and then answering a
very firm answer, like, this isthe answer, and here's the
points as to why. That's justgoing to better position you for
(10:49):
those a answer engineoptimization overviews, and also
keep you in the game for SEO aswell.
Absolutely, absolutely. How doyou, how do you explain that
what you've just mentioned, howdo you explain that to business
owners or the well, the seniormanagement, if it's like a
(11:12):
bigger organization, what you'vejust mentioned about, like, how
much AI has changed, and whyit's in their interest to adapt
to these changes. Like, howwould you go about explaining
that?
Yeah, it's a good question. Um,I again, I always like to look
at the data like, I like to showyou know, this is the fact. And
(11:32):
the matter of fact is, yes,people are still do conducting
searches on Google as anexample, but people are also
conducting searches and AI, so Iwould, you know, just share that
data and education on here's howpeople are conducting searches,
and that is essentially thereason why we need to integrate
(11:54):
the practice of, you know,making sure that we're writing
content for AEO and making surethat we're also still practicing
fundamental SEO and pivoting howwe do SEO. So just having that
conversation around that, andthen I'm also a big analogy
person too, so I like throwingin analogies that someone might
(12:15):
relate to and understand. Sothat's another way as well.
Yeah, I would almost say it's,it's kind of like you need to
inject a little bit of, I don'tknow if you want to call it FOMO
(Fear of Missing Out ), but ifthey're not buying into this
whole like, we need to adapt,because SEO has evolved with AI,
(12:36):
if they don't buy into that, youcould say something to the
effect of, well, if you're notdoing it, I can guarantee you
that your competitors are.
Totally Yeah, definitely.
Okay. So, because we talkedabout this before, please
provide examples of how B2Bcompanies can increase web
(12:58):
traffic from scratch. Sospecifically, what steps should
they take, and what are the keycomponents that need to be in
that process?
Yeah, a few initial things thatcome to mind is always look at
the technical aspect of yourwebsite. This is super
important, because Google andother search engines want to
make sure that they're referringcredible and trustworthy content
(13:20):
to the users. So doing somethingas simple as conducting a
website audit to look at whereyou stand from a technical
standpoint, you want to find anygaps, any issues, and address
those.
The second thing you can do islook at who your ideal client
profile is, really hone in on onwhat problem they're trying to
(13:42):
solve, what pain point theymight have, and what words or
phrases might they be typinginto Google or or, you know, AI
search engines to find a resultfor what they're looking for.
Really look into that, and youcan run analysis too, on you
know, how frequent those termsor words are typed in, and
(14:06):
what's the competition like forranking and resonating with that
amongst your competitors. Whenyou find what I call the sweet
spot of, you know, High searchvolume, low competition, you can
start integrating content andkeywords into your website that
really resonates, and also justtouching base, again, on really
(14:27):
having a answer based content,where you're answering and
touching on topics that peopleare really interested in within
your industry. By doing that,you're more likely going to
bring that organic traffic andthat quality traffic of your
ideal client profile to yourwebsite.
Last but not least, I always saythis is an easy one to overlook,
(14:50):
but really look at the usernavigation experience of your
website. It's one thing to getthe traffic to your website.
It's another thing to keep itand have it engage on your
website. I've seen use casesbefore where people did like a
DIY SEO, which no hard feelingsagainst that. I totally respect
(15:13):
people who take on SEOthemselves. They got traffic
coming to their website, butthey weren't getting the
conversions. And when I ran adeep look into this, what I was
seeing is that their website wasnot performing well. Their
navigation was really bad. Itwasn't clear how to get from a
specific area on their websiteto another or how to contact or
(15:38):
connect with the business owner.So by addressing that, we
essentially closed the gap, sothat the traffic that was coming
eventually started convertinginto connections and business
for them. So I would say thoseare the three things to look at.
Okay, fantastic, fantastic.Yeah, I'm totally with you on
that one. We had a call earliertoday with a client, and they're
(16:03):
going through the samechallenges with their website,
where it's, you know, it'sdifficult to navigate. And I, I
can't claim to have, like,created this phrase, but people
have to burn calories to findinformation, right? Yeah. Like,
scroll, scroll, scroll, click,click, click, click, and then
sometimes the there were issueswith the clicking and the
(16:26):
actual, the value, the valuableinformation that those, those
golden nuggets, as we like tocall them, they were buried deep
down and at the bottom of thepage somewhere, so things of
that nature, right?
Yeah.
Yeah. What? Would you say interms of content, right? Like,
because, you know, when we'retalking about SEO and we're
talking about website traffic,we're also talking about, like,
(16:48):
the quality of the contentthat's on the website, from your
own experience, and perhaps alsobased on the recommendations you
would give to clients. What kindof content would you suggest
they create that would help toincrease this traffic. I suppose
the immediate answer would be,it depends. But over to you.
Yeah, I again, it would all beindustry relative, but at a high
(17:14):
level, again, you really want toresonate with what questions is
your ideal client asking? Youalso want to look into
incorporating, you know, visualappealing things, whether it's,
you know, a dynamic graphic,really cool infographics, things
like that, to really keep peopleengaged and keep their eyes
(17:37):
moving along. But yeah, justreally, when it comes down to
it, it's quality content. Ialways emphasize it's quality
over quantity, and you reallywant to resonate with the hot
topics of your client profile.
Fantastic, but now I'm going toplay the devil's advocate,
right? Because same qualitycontent is almost like somebody
(18:02):
on LinkedIn saying you've got toadd value to your target
audience. Define, define qualitycontent like. Well, from your
experience, what does qualitycontent look like?
Yeah, quality content is reallywell researched, references,
other data points, shows, thehomework, so to speak, it's
(18:24):
really well structured. Andagain, it all comes back to
touching on those topics thatthe ideal client profile is
looking for, like, whatquestions are they asking? What
information are they lookingfor? So really taking the time
to to have your your tone ofvoice, have your, you know,
branding in it, including thosedata points like I mentioned,
(18:48):
just really putting that worktowards having a well rounded,
detailed piece of content go outthat is quality to me, versus on
the quantity side, just tryingto pump, you know, blogs out
once a week, or howeverfrequent, just for the sake of
(19:09):
saying that you've done it, andfor trying to get more traffic
again, like I've seen it with myclients, where it's we focus on
quality, and you really see thetraffic come from that.
Fantastic, fantastic. Okay, sowe get to the point in the
conversation where we're talkingabout actionable tips, and
Nicholle, you've given us quitea handful already.
(19:31):
Yes.
Let's just assume. Let's assumethere's somebody out there
that's listening to thisinterview when it comes out, and
that person is either an ownerof a B2B Company, or the
marketing team of SaaS company,and you want them to take action
on what you've recommended, likeright now, not in 12 months, not
(19:55):
in six months, like right now.So what are the three? It's.
Almost like summarizing orrecapping what you've been
saying in the past couple ofminutes. But what are like,
three to five things that youwould recommend they do right
now to, like, start increasingthe web traffic from scratch.
Again, like I would say, pointone, look at where you're at
(20:17):
right now. Make sure you'retracking metrics. If you're not
a good, you know, freebie to usethat I always recommend is, you
know, use Google Search Console.Use Google Analytics. Sync that
up to your website so you havethat data. You know, really
identify who your ideal clientprofile is and what your goals
(20:38):
are with your website. Once youhave that, then you can look at
the technical side of thewebsite. Build that domain
authority, domain trust byaddressing technical issues so
that Google is more likely toshow you as a search engine
resolve. And then just look atthe user navigation experience.
(20:58):
So once we get that traffic tothe website you want to, again,
make sure that users are stayingengaged on your website. They
know where to go to go back to aspecific page. They know where
to go to connect with you. Andthen again, that quality
content, I would say those aremy well rounded considerations
(21:19):
to action right away to reallymake some great progress. And
again, like SEO, it does taketime, so you want to make sure
that you're committed and you'reconsistent with what you do, and
you really watch those metricsto see, you know, what is
driving traffic at the end ofthe day, is there a specific
(21:40):
blog that was on a specifictopic that really resonated.
Perhaps we can have a part twoor a sub blog of that blog to
continue on that topic.
Yeah, like a series, right?
Exactly, yeah.
Yeah, yeah, that the blogarticle doesn't end, that the
(22:02):
content doesn't end with thatspecific article, that it has a
bit more longevity, right? Thatyou can chop it.
Exactly, yeah, yeah.
Okay, fantastic, fantastic. I'mgoing to go back to something
that you said, and I want to, Iwant to, like, expand it and
then massage that a little bit,if you will, because on the
question of domain authority. Alot of people have heard about
(22:24):
it. Some people might even knowwhat it is.
Yes.
And I would hazard a guess thatit's pretty important to know.
All right, so two prongquestion, number one is, for the
benefit of the audience thatdoesn't know what it is, please
explain what domain authorityis. And number two is, how can a
company, if they're alreadyworking on increasing their web
(22:47):
traffic, how can they take somesmall steps to improving their
domain authority? Because,again, from my understanding, is
that takes time as well.
Yes, so one what is domainauthority. It's essentially a
score or metric that Google andother search engines use to look
at your overall trustworthiness,so to speak. So it's a graded
(23:12):
score based on different aspectsof your website. So things that
Google and other search engineslook at to give this domain
authority score, is they'relooking at your content, are you
relevant? Your credibility, areyou trustworthy? And they're
looking at things like yourbacklink profile as well, like
(23:36):
who is your website associatedwith? Are you associated with
well known websites or blogs?Are they referring to you? It's
kind of like, I always like tosay. It's almost like a street
cred, like, oh so and so knowsyou. Okay, I trust you. It's
kind of like that. So at a superhigh level, that's basically
(24:01):
what domain authority is.
How you can improve your domainauthority is looking at, you
know, again, what kind ofcontent are you writing? Is it
credible? Is it trustworthy?That's where you know,
referencing data points andlinking to data points and
things like that is superhelpful looking at websites that
(24:23):
you refer to and websites thatrefer to you. So conducting a
link audit in the event that youhave links that are referring to
you that are quote, unquotetoxic, meaning they have very
poor domain score, they'reessentially bringing you down.
And you want to make sure thatyou address that and let Google
(24:46):
know, like, hey, we don't knowthese people. We actually have
no association with them, andget rid of that. And then on the
flip side, you want to conductresearch and reach out to find
those net new healthy backlinkopportunities. Opportunity. So
it could be something like aguest blogging opportunity. It
could be, you know, an interviewthat you do through like a
(25:08):
reputable agency, that you'rean, you know, they're
interviewing you on an industryexpert opinion on something. So
by doing little things likethat, you can improve your your
domain authority, and thenGoogle, when it's looking for,
you know, who am I going to showas a search result for this
specific person's question? Ifyou have better domain authority
(25:32):
than your competitor, thenGoogle's going to show you as
the result versus yourcompetitor?
Yeah, no, absolutely. That'sdefinitely a good place to
start. We can't talk about wecan't avoid the topic of
metrics. I should say, when wetalk about SEO, and again, I
know we can go down a deeprabbit hole with this one. Just
(25:55):
give us some top level metrics.Right? What are some if a B2B
Company and its marketing teamis trying to improve website
traffic from scratch. What aresome of those key metrics that
the team should be payingattention to?
Yeah, I always like to use theoverall health score. So there's
a lot of different applicationsthat you can use, like SEMrush,
(26:18):
Ahrefs, SE ranking, etc. There'sa bunch out there. You can get
your overall website healthscore. It's just an overall good
indicator of where you're at.Other ones that I like to watch
and recommend people watch islooking at the organic traffic,
seeing, you know, even the dataon where that traffic is coming
(26:40):
from, from a geographicalperspective as well. You know,
looking at that, looking at theconversions, you can even use
heat maps on your website aswell to see recorded sessions of
users on your website, like,where are they clicking? And you
can do like, an analysis on youroverall user navigation
(27:01):
experience through that as well.Yeah, just, just things like
that. I always say, at a basicbare minimum, always look at
Google Search Console and GoogleAnalytics. They have great
metrics in there that you shouldbe paying attention to. And
Google is the real time, youknow, like they're the internet
gods, so to speak.
(27:22):
Yeah, that's certainly one wayof putting it, yeah, for sure.
All right, no, fantastic. We'regonna move on to what I call the
soapbox question. And I knowthat you've got an opinion about
this, right, but what's thestatus quo in your area of
expertise, SEO, that youpassionately disagree with and why?
(27:45):
Yeah, a status quo that I runinto quite a bit is people are
like, Oh, we don't need SEO. Wetouched base on this a little
bit before. But I I'm of theopinion that if you're not
investing in SEO, you're missingout on huge market share,
especially depending on yourindustry. Some industries, the
(28:07):
market share, you know, it mightbe 1% but in some industries, it
can be huge. So if you're notinvesting in SEO, you are
missing out. That is my strongopinion. I know I'm biased, but
I have, I'm all about the data.I have the data, and I'm
shouting from the soapbox, it'sa good investment.
(28:28):
Yep, yep. Well, absolutely, Icompletely agree with that. So
I'm in the B2B branding space,and so I guess what irks me is
when people say, like, now wedon't need branding. We're good.
We've got a logo on our website,and I'm like, and therein lies
the problem. Yes, the fact thatyou say that already shows that
(28:49):
you don't understand whatbranding is, right? Yeah. So
before you, before you startrevamping your website, and
before you, like, invest in SEO,like, you have to actually
understand how you want to bepositioned in the market and
what you want to convey to yourtarget audience. And when I say
convey, it's not like we haveproprietary technology and we're
(29:12):
award winning with so manyrounds of funding. That's not
what I mean.
Yeah, like, what is the endgoal? And like, if you're a
service industry or you'reselling a product, like, is
there a specific service thatyou're trying to promote, or a
specific product based off ofall of the products? And then
you can even, you can shift andpivot your SEO strategy based
(29:33):
off of that too, right? So...
Exactly.
You really gotta put pen topaper, so to speak, or open your
laptop and really make you knowwhat are, what is the goal here,
and what is the strategy?
Yeah, exactly. I mean, like, themisconception and branding is
basically like, oh, okay, let's,let's obsess over the logo
design.
Or the colors.
Or the colors, right? And thatcertainly is part of branding,
(29:57):
but that's the end result.
Yeah. Yeah.
And I would hazard a guess thatin SEO, there's also this
misconception with all it's juststuff as many keywords in this
as possible, right? Okay, sohere comes the bonus question.
So rumor has it that you're,you're kind of like a Canadian
(30:19):
version of Mary condo, right?Like you like to clean, and you
like to clean and organizestuff.
Yeah, I do, yeah.
So and which probably tells methat you're a very structured
person, right? Like you, youthrive on, you thrive on having
some, some kind of structure. Oras a British colleague, ex
colleague of mine, used to sayyou're a fan of older.
(30:41):
Yes, yeah.
So the question is, like, whatis it about cleaning and
organizing? I suppose it's toopronged again, sorry, what is it
about cleaning and organizingthat you find therapeutic? And
number two, how has thatimpacted you, personally and
professionally?
It's a good question. Um, Iguess, like, cleaning and
(31:05):
organizing has always beentherapeutic for me, because I am
a big believer in yourenvironment impacts you, like
the Feng Shui and like theclutter, like a cluttered room
is a cluttered mind. How theysay, right? I'm a big believer
of that. And I just find ittherapeutic to just, you know,
(31:26):
if there's a mess, just clean itup and then you feel better. I
don't know. It's just veryrewarding to me. So I, yeah, I
find that very rewarding. Andsorry. What was the second part
of the question?
The second part of the questionis, how is that sense of the
need for cleanliness and order?How has that influenced you
(31:47):
personally and professionally?Like, how has it impacted the
way that you work? How has itimpacted the way that you
interact with other people?
Yeah, I would say it definitelytranslates and impacts how I
work. I'm going to sound reallynerdy when I say this, but I get
a kick out of seeing my auditreports improve. So when I see
(32:09):
like, overall health scoresimprove and they go from the red
to the green, I'm just like,Yes, we did it, it's such a
sense of satisfaction. Andthat's where my a type side
comes out. Like I'd like you sayI love order, I love structure,
I love seeing that before andafter of positive progress. And
it definitely translates andresonates in how I work and even
(32:32):
day to day, how I structure myday and my to do's so it's,
yeah, very transferable and inpersonal and professional side
of life.
Fantastic, fantastic, and you'reall the better for it.
I think so.
Fantastic. Nicholle, this hasbeen a great conversation. Thank
(32:54):
you so much for coming on andfor sharing your experience and
your expertise with thelisteners. Please quick
introduction to yourself and howfolks out there can get another
show you.
Yeah. Thank you so much forhaving me so. My name is
Fantastic, fantastic. All right,so once again, thanks for your
Nicholle. My firm altitude B2Bis a fractional marketing firm
based out of Toronto, Ontario.Myself and my team work together
(33:15):
fractionally towards cohesivegoals for our clients. We
essentially address their painpoints and their issues when it
comes to digital marketing, andessentially, more often than
not, that means that we'returning their website into a
24/7 sales rep for them. Peoplecan find me on LinkedIn or my
time. Take care, stay safe andtalk to you soon.
website,https://www.altitudeb2b.com/
(33:38):
Yeah, just connect with me onthere or message me via my
website, and I'm happy to chat.
Thank you so much.
All right. Bye for now.
Many companies struggle withgenerating the right traffic to
their website. They obsess overquantity rather than quality.
The key lies in understandingyour ICP (Ideal Customer
Profile), what they're lookingfor and developing the right
content to answer theirquestions. So how can B2B
companies start getting theirSEO (Search Engine Optimization)
(00:22):
right and increase their webtraffic from scratch. Welcome to
this episode of the B2BMarketers in the Mission
podcast, and I'm your host,Christian Klepp. Today, I'll be
talking to Nicholle Stacey, whowill be answering this question.
She's the Chief MarketingOfficer at altitude B2B who
helps B2B companies to improvetheir SEO. Tune in to find out
more about what this B2Bmarketers mission is.
And off we go. Nicholle Stacey,welcome to the show.
(00:50):
Thank you.
Great to have you on the show,and it's great to chat with a
fellow Canadian and a fellowTorontonian. I'm just gonna try
not to talk about the trafficand the road works, and then
we'll be fine. Like, fantastic.So, um, if it's all the same to
you, let's just jump right in,because I think this is a topic
(01:11):
that man, B2B companies andtheir marketing teams should be
paying attention to this stuff,if they're not already, right?
Yes.
So I'm gonna say that you're ona mission to help B2B companies
elevate their online presencewith SEO and Expert blog
content. For this conversation,I would like to focus on the
(01:33):
following topic, which is howB2B companies can increase web
traffic from scratch. And thatsounds like a pretty big deal,
and it probably is, to a certainextent, right? But that's why
we're here, right? Where we'rehere to, like, break it all
down, and we're here to tellpeople that it's not impossible,
but it does require work. Solet's kick off the conversation
(01:54):
with two questions, all right,and I'm happy to repeat them. So
the first question is, what isit about SEO that you wish more
B2B companies understood? Andthe second question is, where do
you see B2B companies and theirmarketing teams struggle
regarding the above?
So for B2B SEO to make someprogress on their own, first and
(02:18):
foremost, I would say, take anaudit, just see where your
website's performing. Look atyour metrics. What is your
traffic like? What type oftraffic are you getting? Are you
resonating with your idealclient profile? If not? Look at
the audit, look at the technicalfixes and look at your content.
(02:39):
Are you answering questions thatyour ideal client might be
asking into search engines, youreally want to make sure that
you're positioning yourself in amanner where you're that
response and on the flip side,you want to address all of those
technical issues and make surethat your domain health is
really elevated so that Googlesees you as trustworthy,
(03:03):
credible, and is willing to showyou as a search result to those
users. And then I'm going to askyou to remind me the second
question, please.
Yeah, no, absolutely,absolutely. Where do you see a
lot of B2B marketing teamsstruggle regarding SEO.
The biggest struggle is theydon't understand, or fully
(03:24):
comprehend, the power that SEOhas in regard to their marketing
and investment in marketing.I've seen time and time again
with B2B businesses where theydon't take digital marketing
seriously. In this day and age.It's so fundamental, and it's so
important, because if you're notdoing that, you're missing a big
(03:47):
portion of the market share,depending on the industry that
you're in. If you can get even,you know, 1% more market share,
that's huge return on investmentthat you'll get just from SEO.
So it's super important. And youknow, they just need to realize
that it's a true value.
From a marketers point of view.All the things that you've said
(04:08):
make total sense. But as we allknow, there are business owners
out there, or, if it's a largerorganization, there are people
in the senior management thatlet us say they don't quite
understand what SEO is. And B, Ithink something that's even more
dangerous is out of sight, outof mind. If I don't know about
(04:30):
it, then it means it's not thatimportant. And that couldn't be
any further from the truth,right?
Yeah.
So you've probably run into thesituation before, so that's what
I'm going to ask you. But how doyou get buy in from those types
of folks to invest in SEO?
Yeah, it's so true. Like, out ofsight, out of mind, you just
pretend it's not there, and youdon't address it. But the
(04:52):
reality is, like I said, like,if you look at specific
industries, you can look at thedata. And I always say numbers
don't lie. Okay, I have my owndata from my own clientele that
I've worked with as well, whereyou really see the value in
investing in SEO. So for peoplewho are business owners, who,
(05:13):
you know, they may notunderstand, or they're just
like, You know what, I reallydon't need this, I would say,
Well, who doesn't want moremarket share. Who doesn't want
to connect with more clients? Isthat what you're telling me?
Because if that's the case, thenAre you really serious about
doing business? And if you dowant that, then SEO is the way
to go. And again, the numbersdon't lie.
(05:35):
Absolutely, absolutely. I'mgonna segue to the next
question, or move us on to thenext question rather, which is
about like key pitfalls toavoid. And so again, we're on
the topic of building up yourweb traffic from scratch. So one
of these key pitfalls that B2Bmarketers should avoid, and what
should they be doing instead?
(05:56):
Yeah, I would say just don't getoverwhelmed. Take it one thing
at a time. With SEO, there's alot of technical jargon that
gets thrown around, and I alwayslike to educate my clients on
like what specific things meanand why they're important and
why we need to address that. Sowhen you're running an audit and
(06:20):
you're getting overwhelmed. Justreally take a moment to take a
deep breath. It's all good, it'sall okay, and take it one step
at a time. And you know, don'tget overwhelmed by that.
Okay, okay. And what else shouldthey be avoiding? Should they be
avoiding the traffic trap, asthey call it?
Yeah, you want to be avoidingthe traffic trap like you want
(06:43):
to make sure that your trafficis, you know, quality traffic
over quantity. There are certainthings that you can do to ensure
that you're getting real qualitytraffic. One of the things that
comes to mind is always makesure that you're using, for
example, reCAPTCHA, which isjust basically a plugin that you
use on your site, where, whenusers fill out a contact form,
(07:07):
you can segregate from, youknow, bot intakes versus real
human intakes. So simple thingslike that can be a good practice
to avoid falling into, you know,false numbers, so to speak.
Yeah, no, absolutely,absolutely. I mean, there's
this, there's this obsessionabout, like, numbers, right?
(07:29):
Like, okay, like, look how muchtraffic we have versus, or what
you actually should be focusingon is the quality of that
traffic. Like, are there qualityleads there coming to the
website? Right?
Exactly. And that's one thingtoo, that I would add, is before
you even start implementing SEOlike out of the gate, you
should, as a bare minimum, betracking these metrics from the
(07:52):
get co just so you see whereyou're at before you even
address anything. So then youcan look back at the metrics and
see what's really drivingprogress and getting you to
where you're looking to be.
Yeah. No, absolutely,absolutely.
Yeah.
This next question is, while wecan go down a really deep rabbit
(08:14):
hole with this one, but let'skeep it down. Let's keep it top
level. Talk to us about what haschanged in the world of SEO and
why marketers should be payingattention to that.
A big hot topic right now in theworld of marketing and SEO
specifically, is, you know, AEO(Answer Engine Optimization), or
whatever acronym you want touse. It's essentially just, you
(08:36):
know, answer engine optimizationor AI snippet overviews. The
reason I encourage people to payattention to this is there's a
lot of noise, and you need to,you know, break through the
noise to understand what'sreally going on here. I've done
a lot of education and researchon this myself, and at the
(09:00):
bottom of it all, it'sessentially, SEO is not dead.
That's what everyone keepssaying. SEO is dead. It's really
not at the basis to rank forAEO, you still need to implement
the foundational practices ofSEO. You know, even Google's own
people, I think it was lastmonth came out and said, you
(09:22):
know, you don't need to be doingall of these, you know, jumping
through hoops to rank on AEO orhave AI snippet overviews
happen. You just really need topractice the foundations of SEO.
The one thing I will say,though, is you do need to pivot
how you're practicing SEO. Andan example of that is you can't
(09:43):
just, you know, write blogs howwe were writing blogs before,
or, you know, doing what I calla bad practice where you're
having AI write your blog.That's a whole another a can of
worms that I can get into. Butyou really wanna think of
intent, so only user intent, butAI intent. So when you're
(10:05):
writing your blogs, you want tobe answering questions that
people are asking into searchengines, but you also want to
format and write your comment ina way where AI is more likely to
reference your content as well.So looking at things in a simple
way, such as how you structurethe content it could be, you
(10:25):
know, these are the top fivethings to look for when you're
searching for an SEO agency asan example. And having that
structured of, you know, fivepoints, and having the question
answered or asked in thecontent, and then answering a
very firm answer, like, this isthe answer, and here's the
points as to why. That's justgoing to better position you for
(10:49):
those a answer engineoptimization overviews, and also
keep you in the game for SEO aswell.
Absolutely, absolutely. How doyou, how do you explain that
what you've just mentioned, howdo you explain that to business
owners or the well, the seniormanagement, if it's like a
(11:12):
bigger organization, what you'vejust mentioned about, like, how
much AI has changed, and whyit's in their interest to adapt
to these changes. Like, howwould you go about explaining
that?
Yeah, it's a good question. Um,I again, I always like to look
at the data like, I like to showyou know, this is the fact. And
(11:32):
the matter of fact is, yes,people are still do conducting
searches on Google as anexample, but people are also
conducting searches and AI, so Iwould, you know, just share that
data and education on here's howpeople are conducting searches,
and that is essentially thereason why we need to integrate
(11:54):
the practice of, you know,making sure that we're writing
content for AEO and making surethat we're also still practicing
fundamental SEO and pivoting howwe do SEO. So just having that
conversation around that, andthen I'm also a big analogy
person too, so I like throwingin analogies that someone might
(12:15):
relate to and understand. Sothat's another way as well.
Yeah, I would almost say it's,it's kind of like you need to
inject a little bit of, I don'tknow if you want to call it FOMO
(Fear of Missing Out ), but ifthey're not buying into this
whole like, we need to adapt,because SEO has evolved with AI,
(12:36):
if they don't buy into that, youcould say something to the
effect of, well, if you're notdoing it, I can guarantee you
that your competitors are.
Totally Yeah, definitely.
Okay. So, because we talkedabout this before, please
provide examples of how B2Bcompanies can increase web
(12:58):
traffic from scratch. Sospecifically, what steps should
they take, and what are the keycomponents that need to be in
that process?
Yeah, a few initial things thatcome to mind is always look at
the technical aspect of yourwebsite. This is super
important, because Google andother search engines want to
make sure that they're referringcredible and trustworthy content
(13:20):
to the users. So doing somethingas simple as conducting a
website audit to look at whereyou stand from a technical
standpoint, you want to find anygaps, any issues, and address
those.
The second thing you can do islook at who your ideal client
profile is, really hone in on onwhat problem they're trying to
(13:42):
solve, what pain point theymight have, and what words or
phrases might they be typinginto Google or or, you know, AI
search engines to find a resultfor what they're looking for.
Really look into that, and youcan run analysis too, on you
know, how frequent those termsor words are typed in, and
(14:06):
what's the competition like forranking and resonating with that
amongst your competitors. Whenyou find what I call the sweet
spot of, you know, High searchvolume, low competition, you can
start integrating content andkeywords into your website that
really resonates, and also justtouching base, again, on really
(14:27):
having a answer based content,where you're answering and
touching on topics that peopleare really interested in within
your industry. By doing that,you're more likely going to
bring that organic traffic andthat quality traffic of your
ideal client profile to yourwebsite.
Last but not least, I always saythis is an easy one to overlook,
(14:50):
but really look at the usernavigation experience of your
website. It's one thing to getthe traffic to your website.
It's another thing to keep itand have it engage on your
website. I've seen use casesbefore where people did like a
DIY SEO, which no hard feelingsagainst that. I totally respect
(15:13):
people who take on SEOthemselves. They got traffic
coming to their website, butthey weren't getting the
conversions. And when I ran adeep look into this, what I was
seeing is that their website wasnot performing well. Their
navigation was really bad. Itwasn't clear how to get from a
specific area on their websiteto another or how to contact or
(15:38):
connect with the business owner.So by addressing that, we
essentially closed the gap, sothat the traffic that was coming
eventually started convertinginto connections and business
for them. So I would say thoseare the three things to look at.
Okay, fantastic, fantastic.Yeah, I'm totally with you on
that one. We had a call earliertoday with a client, and they're
(16:03):
going through the samechallenges with their website,
where it's, you know, it'sdifficult to navigate. And I, I
can't claim to have, like,created this phrase, but people
have to burn calories to findinformation, right? Yeah. Like,
scroll, scroll, scroll, click,click, click, click, and then
sometimes the there were issueswith the clicking and the
(16:26):
actual, the value, the valuableinformation that those, those
golden nuggets, as we like tocall them, they were buried deep
down and at the bottom of thepage somewhere, so things of
that nature, right?
Yeah.
Yeah. What? Would you say interms of content, right? Like,
because, you know, when we'retalking about SEO and we're
talking about website traffic,we're also talking about, like,
(16:48):
the quality of the contentthat's on the website, from your
own experience, and perhaps alsobased on the recommendations you
would give to clients. What kindof content would you suggest
they create that would help toincrease this traffic. I suppose
the immediate answer would be,it depends. But over to you.
Yeah, I again, it would all beindustry relative, but at a high
(17:14):
level, again, you really want toresonate with what questions is
your ideal client asking? Youalso want to look into
incorporating, you know, visualappealing things, whether it's,
you know, a dynamic graphic,really cool infographics, things
like that, to really keep peopleengaged and keep their eyes
(17:37):
moving along. But yeah, justreally, when it comes down to
it, it's quality content. Ialways emphasize it's quality
over quantity, and you reallywant to resonate with the hot
topics of your client profile.
Fantastic, but now I'm going toplay the devil's advocate,
right? Because same qualitycontent is almost like somebody
(18:02):
on LinkedIn saying you've got toadd value to your target
audience. Define, define qualitycontent like. Well, from your
experience, what does qualitycontent look like?
Yeah, quality content is reallywell researched, references,
other data points, shows, thehomework, so to speak, it's
(18:24):
really well structured. Andagain, it all comes back to
touching on those topics thatthe ideal client profile is
looking for, like, whatquestions are they asking? What
information are they lookingfor? So really taking the time
to to have your your tone ofvoice, have your, you know,
branding in it, including thosedata points like I mentioned,
(18:48):
just really putting that worktowards having a well rounded,
detailed piece of content go outthat is quality to me, versus on
the quantity side, just tryingto pump, you know, blogs out
once a week, or howeverfrequent, just for the sake of
(19:09):
saying that you've done it, andfor trying to get more traffic
again, like I've seen it with myclients, where it's we focus on
quality, and you really see thetraffic come from that.
Fantastic, fantastic. Okay, sowe get to the point in the
conversation where we're talkingabout actionable tips, and
Nicholle, you've given us quitea handful already.
(19:31):
Yes.
Let's just assume. Let's assumethere's somebody out there
that's listening to thisinterview when it comes out, and
that person is either an ownerof a B2B Company, or the
marketing team of SaaS company,and you want them to take action
on what you've recommended, likeright now, not in 12 months, not
(19:55):
in six months, like right now.So what are the three? It's.
Almost like summarizing orrecapping what you've been
saying in the past couple ofminutes. But what are like,
three to five things that youwould recommend they do right
now to, like, start increasingthe web traffic from scratch.
Again, like I would say, pointone, look at where you're at
(20:17):
right now. Make sure you'retracking metrics. If you're not
a good, you know, freebie to usethat I always recommend is, you
know, use Google Search Console.Use Google Analytics. Sync that
up to your website so you havethat data. You know, really
identify who your ideal clientprofile is and what your goals
(20:38):
are with your website. Once youhave that, then you can look at
the technical side of thewebsite. Build that domain
authority, domain trust byaddressing technical issues so
that Google is more likely toshow you as a search engine
resolve. And then just look atthe user navigation experience.
(20:58):
So once we get that traffic tothe website you want to, again,
make sure that users are stayingengaged on your website. They
know where to go to go back to aspecific page. They know where
to go to connect with you. Andthen again, that quality
content, I would say those aremy well rounded considerations
(21:19):
to action right away to reallymake some great progress. And
again, like SEO, it does taketime, so you want to make sure
that you're committed and you'reconsistent with what you do, and
you really watch those metricsto see, you know, what is
driving traffic at the end ofthe day, is there a specific
(21:40):
blog that was on a specifictopic that really resonated.
Perhaps we can have a part twoor a sub blog of that blog to
continue on that topic.
Yeah, like a series, right?
Exactly, yeah.
Yeah, yeah, that the blogarticle doesn't end, that the
(22:02):
content doesn't end with thatspecific article, that it has a
bit more longevity, right? Thatyou can chop it.
Exactly, yeah, yeah.
Okay, fantastic, fantastic. I'mgoing to go back to something
that you said, and I want to, Iwant to, like, expand it and
then massage that a little bit,if you will, because on the
question of domain authority. Alot of people have heard about
(22:24):
it. Some people might even knowwhat it is.
Yes.
And I would hazard a guess thatit's pretty important to know.
All right, so two prongquestion, number one is, for the
benefit of the audience thatdoesn't know what it is, please
explain what domain authorityis. And number two is, how can a
company, if they're alreadyworking on increasing their web
(22:47):
traffic, how can they take somesmall steps to improving their
domain authority? Because,again, from my understanding, is
that takes time as well.
Yes, so one what is domainauthority. It's essentially a
score or metric that Google andother search engines use to look
at your overall trustworthiness,so to speak. So it's a graded
(23:12):
score based on different aspectsof your website. So things that
Google and other search engineslook at to give this domain
authority score, is they'relooking at your content, are you
relevant? Your credibility, areyou trustworthy? And they're
looking at things like yourbacklink profile as well, like
(23:36):
who is your website associatedwith? Are you associated with
well known websites or blogs?Are they referring to you? It's
kind of like, I always like tosay. It's almost like a street
cred, like, oh so and so knowsyou. Okay, I trust you. It's
kind of like that. So at a superhigh level, that's basically
(24:01):
what domain authority is.
How you can improve your domainauthority is looking at, you
know, again, what kind ofcontent are you writing? Is it
credible? Is it trustworthy?That's where you know,
referencing data points andlinking to data points and
things like that is superhelpful looking at websites that
(24:23):
you refer to and websites thatrefer to you. So conducting a
link audit in the event that youhave links that are referring to
you that are quote, unquotetoxic, meaning they have very
poor domain score, they'reessentially bringing you down.
And you want to make sure thatyou address that and let Google
(24:46):
know, like, hey, we don't knowthese people. We actually have
no association with them, andget rid of that. And then on the
flip side, you want to conductresearch and reach out to find
those net new healthy backlinkopportunities. Opportunity. So
it could be something like aguest blogging opportunity. It
could be, you know, an interviewthat you do through like a
(25:08):
reputable agency, that you'rean, you know, they're
interviewing you on an industryexpert opinion on something. So
by doing little things likethat, you can improve your your
domain authority, and thenGoogle, when it's looking for,
you know, who am I going to showas a search result for this
specific person's question? Ifyou have better domain authority
(25:32):
than your competitor, thenGoogle's going to show you as
the result versus yourcompetitor?
Yeah, no, absolutely. That'sdefinitely a good place to
start. We can't talk about wecan't avoid the topic of
metrics. I should say, when wetalk about SEO, and again, I
know we can go down a deeprabbit hole with this one. Just
(25:55):
give us some top level metrics.Right? What are some if a B2B
Company and its marketing teamis trying to improve website
traffic from scratch. What aresome of those key metrics that
the team should be payingattention to?
Yeah, I always like to use theoverall health score. So there's
a lot of different applicationsthat you can use, like SEMrush,
(26:18):
Ahrefs, SE ranking, etc. There'sa bunch out there. You can get
your overall website healthscore. It's just an overall good
indicator of where you're at.Other ones that I like to watch
and recommend people watch islooking at the organic traffic,
seeing, you know, even the dataon where that traffic is coming
(26:40):
from, from a geographicalperspective as well. You know,
looking at that, looking at theconversions, you can even use
heat maps on your website aswell to see recorded sessions of
users on your website, like,where are they clicking? And you
can do like, an analysis on youroverall user navigation
(27:01):
experience through that as well.Yeah, just, just things like
that. I always say, at a basicbare minimum, always look at
Google Search Console and GoogleAnalytics. They have great
metrics in there that you shouldbe paying attention to. And
Google is the real time, youknow, like they're the internet
gods, so to speak.
(27:22):
Yeah, that's certainly one wayof putting it, yeah, for sure.
All right, no, fantastic. We'regonna move on to what I call the
soapbox question. And I knowthat you've got an opinion about
this, right, but what's thestatus quo in your area of
expertise, SEO, that youpassionately disagree with and why?
(27:45):
Yeah, a status quo that I runinto quite a bit is people are
like, Oh, we don't need SEO. Wetouched base on this a little
bit before. But I I'm of theopinion that if you're not
investing in SEO, you're missingout on huge market share,
especially depending on yourindustry. Some industries, the
(28:07):
market share, you know, it mightbe 1% but in some industries, it
can be huge. So if you're notinvesting in SEO, you are
missing out. That is my strongopinion. I know I'm biased, but
I have, I'm all about the data.I have the data, and I'm
shouting from the soapbox, it'sa good investment.
(28:28):
Yep, yep. Well, absolutely, Icompletely agree with that. So
I'm in the B2B branding space,and so I guess what irks me is
when people say, like, now wedon't need branding. We're good.
We've got a logo on our website,and I'm like, and therein lies
the problem. Yes, the fact thatyou say that already shows that
(28:49):
you don't understand whatbranding is, right? Yeah. So
before you, before you startrevamping your website, and
before you, like, invest in SEO,like, you have to actually
understand how you want to bepositioned in the market and
what you want to convey to yourtarget audience. And when I say
convey, it's not like we haveproprietary technology and we're
(29:12):
award winning with so manyrounds of funding. That's not
what I mean.
Yeah, like, what is the endgoal? And like, if you're a
service industry or you'reselling a product, like, is
there a specific service thatyou're trying to promote, or a
specific product based off ofall of the products? And then
you can even, you can shift andpivot your SEO strategy based
(29:33):
off of that too, right? So...
Exactly.
You really gotta put pen topaper, so to speak, or open your
laptop and really make you knowwhat are, what is the goal here,
and what is the strategy?
Yeah, exactly. I mean, like, themisconception and branding is
basically like, oh, okay, let's,let's obsess over the logo
design.
Or the colors.
Or the colors, right? And thatcertainly is part of branding,
(29:57):
but that's the end result.
Yeah. Yeah.
And I would hazard a guess thatin SEO, there's also this
misconception with all it's juststuff as many keywords in this
as possible, right? Okay, sohere comes the bonus question.
So rumor has it that you're,you're kind of like a Canadian
(30:19):
version of Mary condo, right?Like you like to clean, and you
like to clean and organizestuff.
Yeah, I do, yeah.
So and which probably tells methat you're a very structured
person, right? Like you, youthrive on, you thrive on having
some, some kind of structure. Oras a British colleague, ex
colleague of mine, used to sayyou're a fan of older.
(30:41):
Yes, yeah.
So the question is, like, whatis it about cleaning and
organizing? I suppose it's toopronged again, sorry, what is it
about cleaning and organizingthat you find therapeutic? And
number two, how has thatimpacted you, personally and
professionally?
It's a good question. Um, Iguess, like, cleaning and
(31:05):
organizing has always beentherapeutic for me, because I am
a big believer in yourenvironment impacts you, like
the Feng Shui and like theclutter, like a cluttered room
is a cluttered mind. How theysay, right? I'm a big believer
of that. And I just find ittherapeutic to just, you know,
(31:26):
if there's a mess, just clean itup and then you feel better. I
don't know. It's just veryrewarding to me. So I, yeah, I
find that very rewarding. Andsorry. What was the second part
of the question?
The second part of the questionis, how is that sense of the
need for cleanliness and order?How has that influenced you
(31:47):
personally and professionally?Like, how has it impacted the
way that you work? How has itimpacted the way that you
interact with other people?
Yeah, I would say it definitelytranslates and impacts how I
work. I'm going to sound reallynerdy when I say this, but I get
a kick out of seeing my auditreports improve. So when I see
(32:09):
like, overall health scoresimprove and they go from the red
to the green, I'm just like,Yes, we did it, it's such a
sense of satisfaction. Andthat's where my a type side
comes out. Like I'd like you sayI love order, I love structure,
I love seeing that before andafter of positive progress. And
it definitely translates andresonates in how I work and even
(32:32):
day to day, how I structure myday and my to do's so it's,
yeah, very transferable and inpersonal and professional side
of life.
Fantastic, fantastic, and you'reall the better for it.
I think so.
Fantastic. Nicholle, this hasbeen a great conversation. Thank
(32:54):
you so much for coming on andfor sharing your experience and
your expertise with thelisteners. Please quick
introduction to yourself and howfolks out there can get another
show you.
Yeah. Thank you so much forhaving me so. My name is
Fantastic, fantastic. All right,so once again, thanks for your
Nicholle. My firm altitude B2Bis a fractional marketing firm
based out of Toronto, Ontario.Myself and my team work together
(33:15):
fractionally towards cohesivegoals for our clients. We
essentially address their painpoints and their issues when it
comes to digital marketing, andessentially, more often than
not, that means that we'returning their website into a
24/7 sales rep for them. Peoplecan find me on LinkedIn or my
time. Take care, stay safe andtalk to you soon.
website,https://www.altitudeb2b.com/
(33:38):
Yeah, just connect with me onthere or message me via my
website, and I'm happy to chat.
Thank you so much.
All right. Bye for now.
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