Final Episode of Season 1
👉 Read our thoughts here: https://growthack.io/beyond-seo/
In Episode 14 of Beyond SEO®, Kevin Kapezi and Glen Chamisa sit down with Edd Wilson, who leads Organic Growth at Frontify, to break down what actually drives growth in modern B2B SaaS.
This isn’t a conversation about rankings or traffic.
It’s about how SEO has evolved into a cross-functional growth system that connects product, brand, content, and commercial performance in the AI era.
From working across product marketing and CRO to aligning with sales and revenue teams, Edd shares how Frontify approaches organic growth as an orchestration problem rather than a channel.
What You’ll Learn
– Why SEO as a silo is fundamentally broken in SaaS
– How Frontify connects SEO with product marketing and brand
– The shift from traffic metrics to revenue and opportunity value
– How AI search is changing discovery, positioning, and visibility
– Why most SaaS content strategies fail to drive real business impact
– How to use sales calls, CRM data, and customer insights to shape strategy
– What “organic growth” actually means in a modern B2B organisation
🧠 Key Insight
Organic growth today is not about ranking pages.
It’s about orchestrating visibility across channels, aligning messaging across teams, and translating that into commercial outcomes.
As Edd puts it, the real shift is moving from SEO as execution to SEO as orchestration across the entire business.
🎯 Who This Is For
– B2B SaaS founders and marketing leaders
– In-house SEOs and growth teams
– Agencies working with SaaS or enterprise clients
– Anyone navigating AI search, LLMs, and modern discovery
About Beyond SEO®
Beyond SEO® explores what actually drives growth in modern search.
From SEO and content to product, data, and commercial strategy, each episode breaks down how leading brands are building visibility, trust, and revenue in a changing search landscape.
Connect with Edd: https://www.linkedin.com/in/eddwilson/
Frontify: https://www.frontify.com/
Chapters
00:00 Introduction to Beyond SEO & Edd Wilson
01:00 From SEO to Organic Growth Thinking
02:00 Why SEO Should Not Be Siloed
04:00 AI Search & The Shift in Discovery
06:00 Agency vs In-House: The Commercial Gap
09:00 Why Traffic Is the Wrong Metric
12:00 Reporting on Revenue, Not Clicks
14:00 Getting Access to CRM & Sales Data
17:00 Using Customer Conversations for Strategy
19:00 Brand Is No Longer Separate from SEO
21:00 Working Across Product, Brand & Growth
23:00 What Makes Great Modern SEOs
26:00 CRO, Website Strategy & “SEO as Systems”
29:00 Quick Wins: Using PPC Data for SEO
32:00 Building an Organic Growth Function
35:00 Aligning with Product Teams
37:00 SaaS Content Strategy That Actually Converts
41:00 Orchestrating Content Across Channels
45:00 Why SEO Budgets Lag Behind Paid
47:00 AI Search, LLMs & The Future of SEO
51:00 90-Day Growth Plan for SaaS
54:00 Final Thoughts & Closing
#B2BSaaS
#SEO
#AISearch
#DigitalMarketing
#ContentStrategy
#GrowthMarketing
#SaaSMarketing
#BeyondSEO
#OrganicGrowth
#MarketingStrategy
Growthack.io helps brands go Beyond SEO, specialising in building SEO systems that drive revenue: combining technical, content, data-driven insights and AI-ready strategies to help businesses scale smarter. Practical, award-winning SEO that helps your brand stay discoverable, trusted, and ready for what’s next.
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