Seth Trammell: Your Blog Content Was Never Supposed to Convert

Seth Trammell is director of SEO at KlientBoost, where he runs the SEO product for a mostly B2B SaaS client base, after previously directing SEO at an ecommerce-heavy agency called Grow. His central argument here is one most SEOs have been losing to clients for years: blog content that does not convert is not failing, because converting was never its job - and the fix is to stop measuring it like a bottom-of-funnel page.

In this episode

• Why ecommerce SEO is often the easier game, and how small skincare and beauty brands are getting squeezed out of Google by Ulta, Sephora and Amazon
• B2B SaaS reality: you are frequently optimizing for a champion who then has to sell your product internally to a CFO
• Reframing top-of-funnel content as an email and SMS acquisition channel that feeds retargeting, instead of chasing last-click attribution
• Why nofollow links now matter for LLM visibility, and what that does to old DA/DR outreach logic
• The GEO vs. LLMO naming fight, the shaky data behind measurement tools, and why mimicking real multi-shot prompting is so hard
• The study that undercut "LLM traffic converts better" - and the single-site data point the original claim traced back to
• His model of the actual user loop: Google, then ChatGPT to interrogate the brands, then a branded Google search to buy
• The junk food of SEO right now: self-serving comparison posts and listicles that ChatGPT happily cites as research

"It's not SEO's job necessarily to nab that conversion, but they can help your other channels by basically providing new users that you can then find ways that you can remarket to and retarget to and use." - Seth Trammell

"You've got this whole ecosystem of marketing that's going on and everybody can play together if we try." - Seth Trammell on breaking SEO out of its silo

"They're just prediction machines. They just want to tell you what word should come next." - Seth Trammell on why LLM citations should not be mistaken for vetting

Connect with Seth: he is at klientboost.com, and says LinkedIn is where he will start posting - he lurks on Twitter/X and Reddit but does not engage.