Voices of Search Podcast

Episode Title: What are the Essential Data Points B2B Players Should Be Mindful of?
Host: Jordan Cooney
Guest: Lindsey Nelson, VP of SEO at Symphonic Digital
Date: October 24, 2025

Episode Overview

This episode explores the most crucial data points B2B companies should focus on in today's dynamic SEO landscape—especially in the era of large language models (LLMs) and changing content discovery patterns. Host Jordan Cooney leads a lightning round with Lindsey Nelson, who shares practical insights about how B2B marketers can better attribute and optimize the impact of their SEO and organic search efforts, even in the absence of straightforward e-commerce revenue metrics.

Key Discussion Points and Insights

1. Core Content and Traffic Remain Foundational

• Identify Core Content Topics
  • B2B organizations must have clarity on their key content themes.
  • Metrics should always tie back to these core themes.
• Traffic as a Baseline Metric
  • Despite evolving SEO practices, site traffic remains a necessary data point.
  • "As much as I don't want it to be. They have to see those numbers..." – Lindsey Nelson [01:18]

2. The Importance of Lead Qualification Data

• MQLs and SQLs are Critical
  • For B2B, Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) are central to measuring SEO’s business impact.
  • Many B2B companies lack visibility into their MQL-to-SQL conversion rate, which is a significant missed opportunity for optimization and attribution.
  • Quote:

    "I can't tell you how many B2B companies I talk to have no idea what their MQL to SQL rate is. And that is such a miss."
    — Lindsey Nelson [01:45]

• Attribution Beyond Traffic
  • Without e-commerce transaction data, B2B players must follow the lead through the funnel to properly attribute results to SEO.
  • Accurate attribution connects:
    • Entry → MQL → SQL → Sale

3. Engagement Metrics Signal Depth and Relevance

• Beyond the First Click
  • Modern B2B users are more educated and familiar with brands upon arrival.
  • It’s now crucial to measure on-site engagement:
    • Are users viewing multiple pages?
    • Are they digging deeper for more information?
  • Surface-level engagement (single page views and quick exits) is no longer adequate.
  • Quote:

    "If they're getting to one page and they're jumping, that was fine when we were the answer engine, but now that we're not, I want to see depth."
    — Lindsey Nelson [02:52]

Notable Quotes & Memorable Moments

• On metrics B2B marketers should care about:

  "I think traffic always has to be a piece of it. As much as I don't want it to be."
  [01:18] — Lindsey Nelson

• On the common B2B pitfall with lead data:

  "A lot of times it's like, well, Joe gets on the phone and he talks to somebody and then we lose all information past that. We have to evolve from there to prove success of SEO in a B2B space."
  [01:55] — Lindsey Nelson

• The shift from single answers to deep exploration:

  "That was fine when we were the answer engine, but now that we're not, I want to see depth."
  [02:52] — Lindsey Nelson

Timestamps for Key Segments

• [00:43] — Jordan Cooney introduces the core question: What data points should B2B focus on in SEO and content?
• [01:09] — Lindsey Nelson outlines the importance of core content topics and traffic.
• [01:26] — MQLs and SQLs: The backbone of B2B SEO measurement.
• [01:45] — The danger of not tracking MQL-to-SQL rate.
• [02:19] — Attribution in B2B: Following leads through the funnel.
• [02:50] — Engagement metrics and why depth of content consumption matters today.

Summary of Actionable Takeaways

• Identify and track your most important content areas.
• Monitor traditional metrics like traffic, but focus more deeply on lead quality: MQLs and SQLs.
• Institute solid tracking processes for your MQL-to-SQL conversion rates for better attribution.
• Analyze engagement metrics—like multi-page visits—to gauge content depth and user intent.

Closing Thoughts

Lindsey Nelson’s insights highlight both enduring and evolving aspects of B2B SEO measurement: basic traffic and content themes are still vital, but actionable lead metrics and user engagement are increasingly critical to demonstrate real business impact in the modern search landscape.