Why Your B2B SEO Isn’t Working: Old SEO vs. New SEO

Reggie James
4 min readJan 23, 2024

How to do SEO Better: Navigating the Evolution of Search Engine Optimization

In B2B tech, where innovation and adaptation are paramount, understanding the evolution of SEO is crucial.

As part of a team of marketing consultants for B2B tech leaders, I often find businesses puzzled by the inefficiency of their SEO strategies. In this post, we’ll explore the shift from Old SEO to New SEO and unravel why your SEO might not be working as expected.

Subsequently, we’ll delve into actionable insights on how to do SEO better in the ever-evolving landscape.

Where SEO Fits into the Overall Marketing Mix

Before we dissect the intricacies of Old SEO versus New SEO, let’s establish where SEO fits into the broader marketing mix. In the digital age, search engines are the gatekeepers to online visibility. An effective SEO strategy ensures that your brand is not only discoverable but also positioned favorably in the search engine results pages (SERPs). SEO seamlessly integrates with content marketing, social media, and other channels, forming a cohesive web of online presence crucial for attracting and engaging your target audience.

What is SEO, and why it’s Important for Tech/SaaS Companies?

SEO, or Search Engine Optimization, is the art and science of enhancing a website’s visibility on search engines like Google. For tech and SaaS companies, where competition is fierce and innovation is rapid, a robust SEO strategy is indispensable.

It goes beyond just ranking high for keywords; it’s about establishing authority, delivering relevant content, and aligning with the user’s intent. A well-executed SEO approach can drive organic traffic, generate quality leads, and elevate your brand’s credibility in the digital realm.

Old School, Bad Approach

- Ranking for All Keywords:

The outdated strategy of aiming to rank for every conceivable keyword often leads to diluted efforts and diminished relevance.

- Use Multiple Variations of the Same Keyword:

Overloading content with numerous keyword variations can make it appear spammy to both users and search engines.

- Keyword Stuffing:

The practice of cramming content with keywords in an unnatural way can harm user experience and lead to penalties.

- Continuously Reuse Evergreen Content:

While evergreen content is valuable, recycling it excessively without providing fresh insights can lead to stagnation.

- Put Links, Keywords, and Tags into Footer:

Hiding important elements in the footer is an outdated attempt to manipulate search engines and can result in poor user experience.

- Dedicated Pages for Every Keyword Variant, Separate Microsites, and Domains:

Fragmented efforts across multiple pages and domains can dilute authority and confuse both users and search engines.

- Unstrategic Linkbait to Get Users to Click:

Engaging in clickbait without delivering genuine value can damage credibility and lead to high bounce rates.

New School, New Approach

- A Strategic Narrative:

Crafting a compelling narrative that aligns with your brand and resonates with your audience is key to modern SEO.

- Customer Insights, Wins, etc.:

Incorporating real customer stories, successes, and insights adds authenticity and builds trust with your audience.

- Your ICP’s Challenges, Goals, and Interests:

Addressing your Ideal Customer Profile’s specific challenges and interests demonstrates a deep understanding of their needs.

- Your Product (What it is, How it Helps, Why You Need it, etc.):

Clearly articulating your product’s value proposition and benefits is fundamental to effective SEO.

- Concepts that Tie Your Overall Business Goals with Your Audience’s Interests:

Creating content that bridges the gap between your business goals and what your audience cares about fosters meaningful connections.

- Any Frameworks You’ve Created, Theories You Have, Ideas You Want to Share, etc.:

Showcasing your thought leadership through frameworks, theories, and innovative ideas positions your brand as an industry authority.

- Rank for Relevant Keywords:

Prioritize keywords that align with your business objectives and resonate with your target audience.

- Keywords are Secondary to Content:

Focus on delivering high-quality, valuable content that genuinely addresses user intent.

- Use Keywords Sparingly:

Integrate keywords naturally, ensuring they enhance rather than detract from the user experience.

- Write New, Relevant Content:

Regularly create fresh, insightful content that keeps your audience engaged and attracts new visitors.

- Use a Clean Footer with Important Information:

Optimize your website’s footer for usability, providing essential information without resorting to keyword stuffing.

- Appropriate Landing Pages for Content, but No Additional Pages to Rank:

Streamline your website structure, focusing on relevant landing pages rather than creating excess pages solely for ranking purposes.

- Appropriate Titles that Draw Users In:

Craft compelling titles that not only include keywords but also entice users to click and explore further.


The shift from Old SEO to New SEO is a necessity for B2B tech leaders aiming to stay ahead. The outdated practices of keyword stuffing, excessive page creation, and unstrategic linkbait are no longer effective in the sophisticated algorithms of today’s search engines.

Embrace the new school approach, prioritizing a strategic narrative, customer insights, and content that genuinely addresses your audience’s needs. By focusing on relevance, authenticity, and user experience, you can unlock the true potential of SEO, ensuring that your digital presence not only ranks high but resonates deeply with your target audience. It’s time to evolve, adapt, and embrace a new era of SEO excellence.



Reggie James

Reggie James is a seasoned internet marketing strategist. his vast experience has helped shape countless organisations through the last 25 years.