One day, your SEO reports look solid. Next, a Google algorithm update rolls out, and suddenly your rankings drop, traffic dips, and you’re left wondering what changed. For small marketing teams, this unpredictability makes SEO feel like a moving target.
So, how do you build a strategy that lasts?
To answer that, I sat down with Colin Costigan, Head of Accounts at Marketers in Demand. Colin joined the Content Logistics podcast to unpack what’s no longer working in SEO — and what B2B teams should focus on instead.
His advice? Forget chasing rank positions. The most resilient SEO strategies are built around user experience, engagement metrics, and content ecosystems demonstrating authority and expertise.
The data consistently shows that businesses focusing on delivering value to users outperform those fixated on ranking algorithms. When you prioritize user experience, your SEO strategy and KPIs become more resilient to Google’s unpredictable updates.
In this article, I’ll explain five practical steps—backed by Colin’s insights—for building a durable SEO strategy that thrives through every algorithm change.
Understanding Today’s SEO Reality
Before diving into strategy, it’s important to recognize how significantly the SEO environment has changed. As Colin explained during our conversation, Google recently raised the technical bar for websites: “Google started requiring JavaScript to be utilized on a search to limit the use of bots inflating results.” This technical shift means that websites must be more sophisticated to participate in the game.
The search ecosystem has expanded as well. ChatGPT is now introducing its search browser, and even Google has implemented AI overviews, which change where and how people find information online.
These changes directly impact how rank tracking works and which SEO KPIs remain relevant. As a result, traditional metrics like ranking number one are less reliable indicators of success. What matters now is how effectively you reach and engage users across different search experiences.
Step 1: Apply the EEAT Framework to Your Content
In a lasting SEO strategy, you should evaluate your content through Google’s EEAT framework. EEAT stands for “experience, expertise, authoritativeness, and trustworthiness” of your content.
But what does this mean in practice? When reviewing your website content, ask yourself: “Does this demonstrate our deep knowledge of the subject? Will readers trust us after reading this?” If you can’t answer with a confident yes, it’s time to rework that content.
Experience, in particular, deserves special attention through real examples, case studies, and insights that only come from hands-on work in your field. Your content should reflect the unique perspectives you’ve gained from solving your customers’ problems.
Trustworthiness doesn’t require perfection. In fact, Colin notes that it often comes from “consistently posting content, not waiting for it to be absolutely perfect.” Readers appreciate regular, valuable content more than occasional flawless pieces. This consistent presence builds credibility with users and search engines, which supports stronger, long-term SEO KPIs.
Step 2: Develop Topic Clusters Instead of Individual Pages
Once you’ve established the EEAT framework for your content, it’s time to rethink how you structure that content across your website. Colin recommends building “topic clusters,” which he explains as “having more resources to that same topic, not just one blog or one asset.”
Think of your content like a textbook rather than a collection of separate articles—each piece should connect to and reinforce the others. This interconnected approach sends strong signals to search engines about your authority in specific subject areas.
“Google is relying on seeing more content based on the same topic, so they know, ‘Okay, this is a good result for our end user to see,'” Colin explains. By developing comprehensive coverage of topics relevant to your industry, you demonstrate depth of knowledge that single-page approaches simply can’t match.
The key is “constantly updating the content that lives on these pages.” This refinement shows Google you’re committed to providing current and accurate information. When a searcher lands on your site, they should find an ecosystem of related resources that helps them explore a topic from multiple angles.
Step 3: Diversify Your SEO KPIs and Measurement Approach
With a solid content foundation in place, it’s time to reconsider how you measure SEO success using well-rounded SEO KPIs. Colin advises that while “Ahrefs or SEMrush are great tools to use, you want to have them in a belt with some other tools.”
This approach requires developing more sophisticated SEO KPIs. Include these key tools in your analysis:
- Google Search Console for keyword impressions and page-level performance
- Google Analytics 4 for user behavior and engagement
- Ahrefs / SEMrush for competitive insights and backlink tracking
Real insights come from finding patterns across multiple data sources. When multiple tools show similar trends, you can be more confident in your conclusions. Creating composite SEO KPIs from multiple platforms can provide more reliable insights.
Consider whether “your impressions and clicks are climbing” rather than focusing solely on specific keyword rankings. Engagement-focused SEO KPIs often provide a more accurate picture of growing visibility than position tracking alone. A steady increase in organic traffic and impressions typically indicates that your overall strategy is working, even if individual keyword rankings fluctuate with each algorithm update.
Step 4: Create Original Multimedia Content
Relying on text alone won’t keep you ahead of the competition. Search engines tend to favor original, self-created, truly owned and uniquely produced content.
Google has “grown tired of people just utilizing stock photography and publishing that across blogs or landing pages,” Colin explains. Original images, videos, diagrams, and infographics now provide significant SEO advantages.
You don’t need professional equipment or a large budget to create original content. Even simple screenshots with annotations or brief tutorial videos made on your phone can significantly improve engagement. What matters is that the content is unique to your brand and provides genuine value.
When publishing multimedia content, remember to “have keywords baked into the description of that video or image,” Colin recommends. They help search engines understand and properly index your visual content, expanding your visibility beyond text-only searches.
Step 5: Prioritize User Engagement
Change your focus from surface-level metrics to something more meaningful: how users interact with your content.
These interaction patterns tell Google whether your resource is helpful to real people. A page that ranks well but has high bounce rates and low time-on-page sends mixed signals about its actual value to search engines.
The reality is that users now scroll past number one and blindly scroll past all these sponsored links until they find something that looks genuinely helpful. This behavior makes traditional ranking obsessions less relevant.
To assess engagement properly, look beyond simple traffic numbers to more meaningful SEO KPIs. Ask questions like: “Are they sitting there and doing nothing? Or are they scrolling through the pages and clicking to other resources?” Users who navigate to multiple pages on your site, spend significant time with your content, or return for repeat visits demonstrate that your site provides real value.
These engagement patterns improve your search visibility over time and increase the likelihood that visitors will convert into leads or customers—the ultimate goal of any B2B tech company’s SEO strategy.
Conclusion
To build a lasting SEO strategy, focus less on quick wins or algorithm hacks and more on delivering value to your audience.
By applying the EEAT framework, aligning content with SEO KPIs, developing comprehensive topic clusters, creating original multimedia content, and prioritizing user engagement, you position your B2B tech company for sustainable search success regardless of Google’s next update.
Be patient with the process. Colin advises that “you want about six months of data in SEO and posting content consistently before you start to see real-world results.” This timeline might seem long in our immediate-results world, but the sustainable visibility you’ll build is worth the investment.
The most important thing is to keep producing valuable content that answers the fundamental questions: “What do you solve? How do you solve it? And how can you improve the lives of the people who need your product or service?”
Ready to Build Your Lasting SEO Strategy?
If you’re working to develop or execute a comprehensive SEO strategy with your small marketing team, you don’t have to do it alone. New North specializes in helping B2B tech companies build sustainable digital marketing approaches tailored to your industry challenges.
Contact New North today to discuss how we can help transform your SEO strategy from algorithm-dependent to user-centered. Our team of experts will work with you to create a roadmap that leverages these five steps while respecting your current resources and goals.
Frequently Asked Questions About SEO Strategy
1. How long does it take to see results from a new SEO strategy?
According to our SEO expert Colin Costigan, you should expect to wait “about six months of data in SEO and posting content consistently before you start to see real-world results.” While some minor improvements might appear earlier, sustainable growth in organic traffic typically requires several months of consistent effort. This timeline allows search engines to properly index your content, recognize the improvements in user experience, and adjust your rankings accordingly.
2. Which SEO metrics should small B2B tech companies prioritize?
Rather than focusing exclusively on keyword rankings, prioritize metrics that indicate user engagement with your content. Track organic traffic growth, time on page, pages per session, and conversion rates from organic search. For small B2B tech companies, identifying and tracking the most important SEO KPIs is crucial. These KPIs can include website traffic, keyword rankings, backlinks, bounce, and conversion rates.
3. How can we create effective topic clusters with limited resources?
Start by identifying 2-3 core topics directly related to your product or service. For each core topic, create a comprehensive pillar page that broadly covers the subject. Then, gradually add supporting content pieces that link back to this pillar page. You don’t need to create everything at once—build your clusters over time, focusing on quality rather than quantity. Update existing content regularly rather than constantly creating new pieces that might stretch your resources too thin.
4. Do we need to hire a professional for multimedia content creation?
No. While professional-quality content can be beneficial, Colin notes that even simple multimedia content you create is valuable. Simple screenshots with annotations, brief tutorial videos recorded on a smartphone, or custom diagrams created with basic design tools can significantly improve user engagement. The key is that the content is original to your brand and provides genuine value to your audience.
5. How should we adjust our SEO strategy when Google releases a new algorithm update?
When Google releases an update, resist the urge to make immediate, reactive changes to your content. Instead, monitor your analytics closely for 2-3 weeks to understand the impact on your traffic and rankings. If you notice significant drops, focus first on improving the user experience of affected pages rather than making technical SEO tweaks. Remember Colin’s guidance: ” all comes down to the end user, how they’re experiencing your site and whether they’re getting what they need.” A strategy built on providing exceptional user value will remain resilient through most algorithm changes.
