Matt Janaway

SEO works when you stop overcomplicating it. Here’s what drives results: ✅ A site that loads fast and works smoothly on any device ✅ Content that answers buyer questions better than anyone else ✅ Keywords tied to intent, not vanity phrases ✅ Consistently publishing and optimising every week That’s literally it. The problem is most companies treat SEO as a side project.  They put out short blogs, chase irrelevant keywords and expect overnight results.  Then they call SEO “dead.” It’s not dead. It’s just being done wrong. SEO doesn’t replace ads. Ads create demand today. But SEO makes sure you’re visible when buyers search tomorrow. If you ignore it, you’re invisible when it matters most. if you do it right, SEO becomes the channel that compounds for years.

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Not all backlinks are helping you.  Some are quietly dragging your site down. I’ve seen it too many times 👇 → Spammy directories linking to every niche under the sun → Blog networks pumping out “DA 50” garbage → Exact-match anchors stuffed into irrelevant articles On the surface, they look harmless. But behind the scenes → they’re toxic. They dilute trust. They trigger filters. And they keep your site stuck. That’s why backlink audits matter. ✅ Spot the junk that’s holding you back ✅ Disavow what you don’t control ✅ Replace low-quality with links that actually pass value Backlinks should build authority — not bury it. If you haven’t audited yours lately, you might be carrying dead weight.

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Unsolicited #SEO tip: "in 95% of cases you need to pay for link placement" ❌❌❌ In my opinion, 𝐩𝐚𝐲𝐢𝐧𝐠 𝐟𝐨𝐫 𝐥𝐢𝐧𝐤𝐬 𝐢𝐬 𝐚 𝐛𝐚𝐝 𝐥𝐨𝐧𝐠-𝐭𝐞𝐫𝐦 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲. Candour pays for 0% of the links we acquire for clients, we've been building links from: 📰 Papers such as The Guardian, The Independent, The Telegraph, Metro, The Express, Huffington Post 💻 News sites such as Yahoo News, MSN News, Business Insider, IBTimes, Forbes, 📚 Sites like TakeABreak, Hello Magazine, Toda, Indsider, TheKnot, Hitched, Dicebreaker, as well as .gov and charity websites. If you've got good ideation, and your acquisition team is being both proactive with opportunities as well as reactive, there is almost unlimited scope to earn links from these kinds of websites. Why is paying for placement a bad idea? You're building a house of sand. At some point, even if those links are working now, at some point, Google is going to be able to work out they are likely paid placement and devalue them - this is why you see so many sites, especially during Google updates have the rug pulled from under them. If your strategy is aligned with search engine's goals, it doesn't matter what algorithm changes happen, your links are deserved and you have a solid foundation to build on year after year. "It works until it doesn't." Links in these sources are only going to become more important as we move deeper in AI search territory.

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"SEO is dead" We are still doing the same fundamentals we were doing 12 months ago. The only difference is a slightly greater focus on PDP pages and merchant feed optimisations. AI achieves speed to market, but it doesn't magically make you rank higher. cc: Jason Mun Ash Fuller Nicholas Tie Sereena Furse Leslie Tan Judy Kim Darren H. Huang #seo #geo #chatgpt #searchengingoptimisation #results

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Signals, Tracking and Attribution... what’s the difference? 🤔 In B2B marketing, these three concepts are often used interchangeably. But they’re not the same, and understanding the difference is quite important. 👉 Signals: the raw interactions Signals are the traces buyers leave behind. A website visit, a webinar sign-up, a LinkedIn ad click, or an email open, all of these are signals. They show intent, interest, or activity. But on their own, they don’t tell anything besides something has happened. 👉 Tracking: how we pick up on those traces Tracking is how we capture and organize those signals. With the right setup (whether in HubSpot, Dreamdata, or another stack) we can tie signals to a person, an account, or an activity. Good tracking ensures we don’t just see isolated actions but a more connected journey. This is also when signals become much more interesting and why an increasingly amount of companies are investing in tech that can help sales & marketing pick up relevant signals from ICP fit prospects to hit more great timings and close more deals. 👉 Attribution: making sense of impact (and likely the most misunderstood and complex of the three) Attribution is about assigning credit to the right channels and activities. Did the webinar influence the deal? Was it the LinkedIn ad? Or the sales call? Attribution models help you answer these questions and decide where to invest more resources. Multi-touch attribution is one of the more popular ones and can allow you to attribute more accurately across many different sources, people and activities, and over a longer period of time. So, the next time this is a topic of discussion, make sure to divide the three as they are different from one another. Happy data hunting peeps 🤺 #CertifiedMarketingExpert #b2b #b2bmarketing #b2bsales #data

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