Summary3 min read

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.

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Transcript6 lines

[00:00]
A
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
[00:43]
B
Moving on to a very like practical, like industry specific lightning question for you. As you think about like B2B software and in particular this like whole B2B category in this LLM discovery world, what are like one to three data points that you think these B2B players absolutely have to be mindful of in SEO, organic search and discovery?
[01:09]
C
Yeah, so I think a big piece is having our core content topics so really making sure we know what we're talking about and then the metrics relate to those things. So I think traffic always has to be a piece of it. As much as I don't want it to be. They have to see those numbers and then MQLs typically for a B2B is really important. So I want to see what's coming in as a marketing qualified lead and then even that second step of an SQL a sales qualified lead. Typically we're seeing things flow through and I want to know are our leads not only getting qualified by marketing but actually making it into the sales funnel. So 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. And it's one of those questions we ask right away is tell me about your process for qualifying leads. And 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. We don't have E commerce data, right? We can't just say we made $20 on this phone call. We have to track qualified leads through the process because then what we can see is entry of person, marketing qualified, sales qualified and then sale and then we can actually have some true attribution. So in terms of metrics, I think those lead metrics are critical. And then I think one thing we haven't really talked about is just I do think engagement metrics on the site matter as well.
[02:50]
B
Right.
[02:50]
C
I want to see people looking at multiple pages of content at this point because they're more educated coming to the site. They probably even know your brand now. So are they digging deeper? 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. So those are pieces that we need to be considering, I think, more than I have, at least historically.
[03:18]
B
No doubt. And that wraps up this episode of the Voices Search podcast. A huge thank you to Lindsey Nelson, VP of SEO at Symphonic Digital, for joining us. If you'd like to get in touch with Lindsay, you can find a link to her LinkedIn profile in our show notes or visit voicesofsearch.com you can also connect with her company, symphonic digital@symphonicdigital.com if you haven't subscribed yet, would like a daily stream of SEO and content marketing knowledge in your podcast feed. Hit the subscribe button in your podcast app or on YouTube and we'll be back in your feed every week. Okay, that's all for today, but until next time, remember, the answers are always in the data.