In this episode, we talk about how top B2B SaaS companies are winning with SEO in 2025. Our guest, Tom Shapiro, is the founder and CEO of Strata Beat. He shares his knowledge and experience, including how he helped grow iProspect from $12 million to $75 million in yearly revenue. As an expert in neuroscience, psychology, and behavioral intelligence, Tom offers a fresh way to think about SEO and audience engagement.

Key Timecodes

• (0:48) - Guest Introduction: Tom Shapiro and his background

• (1:32) - Discussion on SEO performance report by Strata Beat

• (2:17) - Explanation of AI Overview by Google

• (3:01) - Importance of ranking in AI Overviews

• (4:27) - Misconceptions about AI overviews and SEO

• (5:52) - Strategies for optimizing for AI Overviews

• (7:04) - Reverse engineering approach for AI Overviews

• (8:08) - Audience segmentation and its impact on SEO

• (9:53) - Explanation of audience segmentation

• (12:27) - Content strategies for effective audience segmentation

• (14:01) - Adding free tools to websites and their SEO impact

• (15:31) - Evaluating the effectiveness of free tools

• (17:02) - Benefits of free tools for lead generation

• (18:34) - Creating simple vs. sophisticated free tools

• (19:47) - Original research and its benefits

• (21:09) - Uses of original research beyond SEO

• (22:10) - Effort involved in producing original research

• (24:30) - Blogging frequency and maximizing organic traffic

• (25:59) - Impact of custom graphics in blogs

• (27:42) - Importance of internal links for SEO

• (28:53) - Best practices for internal linking

• (30:13) - Summary of top SaaS companies' SEO strategies

• (31:30) - Content hubs and different content types

• (33:10) - Contrarian views on SEO and AI Overviews

• (34:36) - Importance of targeting relevant keywords

• (36:13) - Strategies for SaaS founders in 2025

• (37:27) - Importance of ICP research

• (39:00) - Advice for SaaS founders aiming for 10K MRR

• (40:41) - Advice for SaaS founders aiming for 10 million ARR

• (43:21) - Testing and optimizing CTAs

• (44:56) - Conclusion and contact information for Tom Shapiro

• (46:22) - Summary of the episode and closing remarks