In a recent LinkedIn post, Jesse M. challenges the common perception that Search Engine Optimization (SEO) fails businesses, asserting instead that many companies are simply provided with the wrong strategic framework. Drawing parallels from his experience coaching youth flag football, Jesse M. argues that effective strategy requires more than just handing out a plan; it demands clear instruction and adaptation.
Jesse M. shared his perspective with a compelling analogy:
“You can’t just hand kids a playbook and expect them to win. You have to teach them what matters. • Where to line up • What their job is • How to adjust when the play breaks down”
Applying this to the business world, Jesse M. suggests that many companies receive a superficial SEO “playbook” from agencies, which often includes metrics like keyword reports, blog calendars, and ranking updates. While these activities might appear productive on the surface, Jesse M. contends they don’t necessarily translate to business success.
Beyond Activity: The Core of SEO Strategy
Jesse M. emphasizes that the true measure of an SEO campaign’s success lies not in the volume of published content or achieved rankings, but in its direct impact on business goals. He poses critical questions that highlight this distinction:
“The real question is not: ‘Did we publish content?’ It’s: • Did that content attract the right buyer? • Did those rankings create qualified leads? • Did the website move someone closer to a sales conversation?”
According to Jesse M., this is where many SEO efforts falter. The strategy, he explains, is often built around reporting metrics rather than focusing on tangible revenue generation.
Shifting the Focus from Reports to Revenue
Jesse M. argues that the disconnect occurs when SEO strategies are designed to impress with data points rather than drive actual business outcomes. He points out that while companies might see activity like increased traffic or improved keyword rankings, these metrics are meaningless if they don’t lead to qualified leads or advance the sales process.
“That’s where a lot of SEO campaigns break. Not because SEO doesn’t work. But because the strategy was built around reports instead of revenue,” Jesse M. states.
He suggests that businesses that have previously invested in SEO without seeing lead generation may not have experienced a failure of SEO itself, but rather a misdirection in how success was measured. Jesse M. advocates for a fundamental shift in how SEO performance is evaluated.
Measuring the Right Scoreboard
Jesse M. concludes by highlighting a growing trend among B2B companies to recalibrate their approach. This involves moving beyond vanity metrics and focusing on how SEO efforts directly contribute to the bottom line. In Jesse M.’s view, the key is to ensure that every SEO activity is aligned with attracting the right audience and guiding them toward a sales conversation.
“If you tried #SEO before and it didn’t turn into leads, SEO may not have failed you. You may have just been measuring the wrong scoreboard,” Jesse M. notes. This perspective underscores the need for a more strategic and revenue-focused approach to SEO in the B2B marketing landscape.
📝 About This Content
This article is based on insights shared by Jesse M. on LinkedIn.
📅 Originally posted on May 10, 2026 | View original post on LinkedIn →