SEO playbook for B2B companies

Introduction

When I started with SEO in 2010, it looked completely different. One of the first tactics we used was hiding keywords in the footer using a blue font on a blue background. Users couldn’t see it, but Google could. It worked back then. Not anymore.

A lot has changed since. Since 2025, ranking in large language models is becoming just as important as ranking in Google. At the same time, traffic from Google is starting to decline for many sites. But that doesn’t mean organic search is dead. If you optimise for both search engines and AI responses, it can still be one of the most reliable ways to attract qualified buyers.

This playbook shows the exact content strategy I’ve used to scale three websites already. It’s based on long-form content and smart structuring, not keyword stuffing or shallow blog posts. It’s built for people who want lasting results instead of short-term tricks.

I’m also documenting how I’m applying the same approach right now to grow Solid Growth. You can follow along and use the same steps to build your own traffic engine.

Chapters

1

How to define your SEO content strategy

Set a traffic goal, group keywords by intent, and build a strategic content pillar map that scales with clear launch plans ready to execute.

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2

How to build a content production workflow

Turn your organic-growth strategy into a production system. Track ideas, score by impact, move through workflow, and publish on time consistently.

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3

How to create high-quality content

Write content that educates, engages, and converts with clear transformation. Create for one reader with proof, optimise for search, drive qualified traffic.

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4

How to optimise content for SEO and AI

Turn high-quality articles into discoverable assets. Craft title tags, schema, internal links, add llms.txt, fix speed, and rank in search and AI.

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5

How to repurpose content efficiently

Convert every long-form guide into LinkedIn posts, carousels, videos, and podcast snippets in minutes with AI prompts and reusable templates.

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6

How to promote content for organic reach

Launch your repurposed assets with a step-by-step plan. Time email blasts, social drops, community posts, and engage for 60 minutes per launch.

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Organic search

tools

SurferSEO

SurferSEO analyses top-ranking content to provide data-driven recommendations for on-page optimisation and content structure for target keywords.

Rating

From

€

per month

Explore tool

My review

SEMrush

All-in-one SEO and content marketing toolkit covering keyword research, competitive analysis, site audits, and rank tracking.

Rating

From

€

140

per month

Explore tool

My review

Google Analytics

Free web analytics platform that tracks website visitors, behaviour, and conversions. Essential for understanding how people use your site and which marketing channels drive results.

Rating

From

€

per month

Explore tool

My review

Books

Traction (channels)

Gabriel Weinberg

Rating

A method to discover your best channel. Prioritise, test and focus resources where traction is most likely.

My review

Traffic secrets

Russel Brunson

Rating

A broad look at audience building. Useful ideas for content, partnerships and email that compound over time.

My review

Hacking growth

Sean Ellis

Rating

A practical framework for experiments and insights. Build loops, run tests and adopt a cadence that ships learning every week.

My review

Wiki

Internal linking

Connect related pages through contextual links to help search engines understand site structure and spread authority whilst improving user navigation.

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Content pillar

Create comprehensive hub pages on core topics that link to related subtopic content to establish topical authority and improve rankings across topic clusters.

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Backlinks

Earn links from other websites to your content to signal authority to search engines and improve rankings for target keywords over time.

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Technical SEO

Fix site infrastructure issues that prevent search engines from crawling and indexing pages properly to ensure content can rank regardless of quality.

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On-page SEO

Optimise individual pages for target keywords by improving titles, headings, content, and internal links to help search engines understand topic relevance.

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Domain authority

Build cumulative site-wide ranking power through quality backlinks and strong content so new pages rank faster than competitors starting from scratch.

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Keyword research

Identify search terms your customers use to create content that ranks organically and bid on paid terms that drive qualified traffic at profitable costs.

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SEO

Optimise your website and content to rank prominently in organic search results, capturing traffic without ongoing advertising spend.

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Other playbooks

Data & dashboards

Build the dashboards and data pipelines that show your growth engines in one view so you can spot bottlenecks and make decisions in minutes, not meetings.

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Planning & project management

Set up project boards, sprint rhythms, and communication habits that keep growth work on track without endless status meetings or lost context.

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Increase pricing

Raise prices strategically through better packaging, value communication, and positioning so revenue grows without adding customers.

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Increase line items

Develop cross-sell and upsell motions that expand accounts by solving more problems for customers who already trust you.

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Increase contract length

Build retention strategies, success milestones, and renewal processes that keep customers committed for longer periods.

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Improve win rate

Strengthen your closing approach — objection handling, negotiation, and follow-through — so more proposals turn into signed contracts.

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Organic search

Introduction

Chapters

1

How to define your SEO content strategy

2

How to build a content production workflow

3

How to create high-quality content

4

How to optimise content for SEO and AI

5

How to repurpose content efficiently

6

How to promote content for organic reach

Organic search

tools

SurferSEO

SEMrush

Google Analytics

Books

Traction (channels)

Traffic secrets

Hacking growth

Wiki

Internal linking

Content pillar

Backlinks

Technical SEO

On-page SEO

Domain authority

Keyword research

SEO

Related topic

Demand generation

Other playbooks

Data & dashboards

Planning & project management

Increase pricing

Increase line items

Increase contract length

Improve win rate

Keep reading