In a recent LinkedIn post, Jesse M. challenges conventional wisdom surrounding Search Engine Optimization (SEO), revealing how his B2B clients have achieved significant organic traffic growth despite shifts in user search behavior. Jesse M. highlights that while many anticipated a decline in traditional SEO, a strategic adaptation focused on Large Language Models (LLMs) and digital branding has yielded positive results.
Adapting to LLM-Driven Search
Jesse M. points out that the digital landscape has changed, with users increasingly turning to LLMs for their search queries. This shift, which began around March of last year for many of his clients, necessitated a departure from solely optimizing for traditional Search Engine Results Pages (SERPs). Instead, Jesse M. and his team pivoted to creating content tailored to how users actually search within LLMs.
As Jesse M. notes:
“We started creating content based on how users actually search in LLMs, not just traditional SERPs.”
This proactive approach, combined with a renewed emphasis on digital branding, has been instrumental in reversing initial traffic dips and fostering a steady increase in organic traffic for their B2B clientele.
The Rise of Branded Search
A key takeaway from Jesse M.’s analysis is the re-evaluation of branded search terms. Previously, branded clicks might have been overlooked, but Jesse M. now recognizes their crucial role in the customer journey. He explains that users often discover clients through various channels, including LLMs, social media, public relations, and external websites, before explicitly searching for the brand name.
Jesse M. elaborates on this phenomenon:
“What we’re seeing is this
Users discover our clients across LLMs, social media, PR, and external sites.
Then they Google the brand name.
Then they convert.”
This journey indicates a higher level of intent and familiarity, leading to improved conversion rates. While leads remain the primary Key Performance Indicator (KPI) for B2B marketing, Jesse M. argues that the quality of these leads is significantly enhanced when they arrive with prior brand awareness.
SEO’s Evolution: A Brand-Centric Approach
Jesse M. contends that SEO has not become obsolete but has rather evolved into a more integrated discipline, deeply connected to brand building. The traditional focus on keywords and SERP rankings is now complemented, and in some ways superseded, by a strategy that leverages broader digital touchpoints to build brand recognition and drive targeted search behavior.
According to Jesse M.:
“SEO didn’t disappear.
It evolved into something more connected to brand than ever before.”
This evolution suggests that successful B2B marketing in the current environment requires a holistic strategy where digital branding efforts directly influence and enhance SEO performance, ultimately driving higher-intent traffic and better conversion outcomes.
📝 About This Content
This article is based on insights shared by Jesse M. on LinkedIn.
📅 Originally posted on February 3, 2026 | View original post on LinkedIn →