Ben Alfrey | B2B

We built a 7-figure agency from £0 with zero experience and were acquired in 5 years: We Started with: → £0 → 0 clients Now: → 15 full-time staff → Global brand clients → 7.5 years in. Sharing everything. Our mission: To be the best B2B Performance Marketing Agency in Europe. Follow along if you're building too.

SEO Tip. FWIW some of the most profitable, best executed SEO accounts we've worked on (literally doing £millions in pipeline from search) have search console data that looks like this. Dont always get fooled by shiny graphs.

@fba think it comes down more to scale, no? If you blitz a new domain then itll rank then get pulled from the index. But steady scale (sub 1-5% of site in a month for example) seems to be okay. Whether it all ranks, obviously other "quality" and authority signals come into play

Most Google updates are clapping AI-generated sites. The survivors had one thing in common: they used AI for research/briefs/drafts and humans for final editing. Do with that what you will.

@ZackPolanski - this is magnificent. Three things I can’t deny: 1. It is a video. 2. You are wearing a jacket. 3. Then you aren’t. 4. Then you are again. Unfortunately that’s where the accuracy ends. A few corrections for you: Peter Thiel is not our CEO. Alex Karp is — and has been for 20+ years. (A lifelong Democrat, for anyone keeping score.) We are not a “spyware company.” Spyware is malware. Malware is illegal. Calling a software company spyware is, technically, defamatory (don’t worry, we are not suing). We don’t build surveillance technology. We build software that helps organisations make sense of data they already hold. Not the same thing. There was no “private tour” of our HQ. There was a public photocall to which the media came. Hence, why there are so many pictures of the event. Our MOD contract is not “the biggest defence contract in UK history.” Ajax armoured vehicles = £5.5bn. Dreadnought submarines = £31bn. We’re grateful for the work, but let’s keep a sense of scale. We have no more access to NHS data than Microsoft has to the contents of your Word documents. I think you know this by now. We don’t have access to patient medical records. Same story. I agree that “nothing matters more than our health.” Which makes it worth reminding you of what Palantir’s software is actually doing in the NHS right now: ->110,000 additional operations ->15% fewer delayed hospital discharges ->7% more patients finding out within 28 days whether they have cancer Respect again for what you did with that jacket.

Most B2B marketers haven't practiced questioning their assumptions. When you audit their strategy, you aren't auditing them. You're auditing their last agency. A blog they read in 2019. A competitor they copied. Their fear of looking wrong. It's very reactive. The definition of unmeasurable. Slow down and think from first principles.

speed of claude updates has really shortened the lifecycle of any process in the agency to months instead of years. Each year id always naturally take stock of what we do and improve. mostly naturally as we see new tools, softwares, ways of doing things through our hires, X, Linkedin etc. This is now months/weeks. SOPs we rolled out in november/december already give me the ick. Each week, it feels like its a continuous refinement/improvement. Everything feels limitless and nothing really off the table. Think the value of time investment is now firmly in process optimisation. Not having someone dedicated to this results in being "left behind" (i think). Not that it ever wasn't but the ceiling on it has been immensley raised. A killer operater x AI native x system-fluency person will be hugely valuable 2026+

@Hobo_Web if its vibe coding with gemini though 📉

Google are almost 100% vibe coders now.

@ThisWeeknAI I’m in

We have a group chat on X for founders building in AI. Drop "I'm in" below if you want an invite.

We launched our first business roughly 11 years ago. A student freelance market place that connected students to businesses needing freelance work. Pictures from an event in 2015. Unfortunately we couldn’t make it work and sold the assets to it to a grad recruitment agency. Lot of learnings running this for 2 years.

@DavidGQuaid @seosmarty Seo has always been a case of a race to say the thing that might or might not happen in the future first

@seosmarty Listicles aren't dead; I've never seen Google penalize a content structure. I have listicles. They are not dead

Listicles Are Dead? Or Rather Shortcuts Are Dead x.com/i/broadcasts/1…

@DavidGQuaid Built a landing page for a campaign on Google Ads in claude design on tues. Got client approval. Live on wordpress by weds. All seems fine. Prob too early to give definitives on QS etc but would be v surprised if that were the case

Hearing this for the first time via Reddit: Claude told a company doing PPC that they had a JS form on their landing page and Google couldn't render it and that would "ding" their Quality Score - all of which I find impossible to believe? Also - I was able to render the page in GSC fine...

@Jason I’m in

We started an AI founder twitter group... reply with "I'm in" if you're a founder and want to be added

@gaetano_nyc Fuck this is so niche but I can relate 😂

Is there anything worse than Coupa?

Interesting SEO conundrum. Our client is cited and is recommended in the AI Overview. Clicks, as expected, have TANKED. This is a mixed SERP (Info + Commercial). Pipeline still stable. But the more AI Overviews we capture, the more we're seeing broad business declines. What would you do?

Mythos - the biggest and greatest hacker or our generation (according to Anthropic, anyway) has, of course, been hacked.

🥳Crossed the 500 mark which is cool. At the moment, this just fires a notion board with all my youtube shownotes. Those shownotes, more recently, are becoming prompts/skills. Resisting turning it into a github repo (atm), but feel like i need to do more. Any ideas? Sign up link if you're interested ben-alfrey.kit.com/d198c3cade

@ctwtn @LarsLofgren yeah 100% agree. data-driven comparisons we can make with those. llms still a black box

@LarsLofgren @benalfrey AIOs are much more to blame than LLMs

As a rough rule, search traffic is down 25% YoY for 3 years in a row. imo, here's why: 1) Google AIOs drive little traffic 2) Google is shoving more ads into everything 3) Users are bailing to LLMs, the pie keeps shrinking I don't see this stopping. Proceed accordingly.

21 SEO Tips! 1) More content isn't the answer - smarter targeting is 2) Your best-performing page probably needs a refresh, not a replacement 3) Stop chasing vanity metrics, chase pipeline 4) One competitor comparison page beats ten generic blog posts 5) If a tactic doesn't create some material value to the site or use journey, question why you're doing it 6) Talk to your clients more than you think you need to 7) SEO doesn't need to be a long game, but SEO in isolation will lengthen the time it takes to work. 8) The brief is everything, get it wrong and nothing else matters 9) Internal links are free real estate - most B2B sites massively underuse them 10) Measuring conversion rates on your homepage is a terrible idea. 11) A keyword with 50 searches and clear buyer intent beats 5,000 informational searches every time 12) Sales and SEO should share the same ICP - if they don't, something's misaligned - ensure it's clear on site. 13) Most B2B content fails because it's written for Google, not for the person with the problem 14) Page speed matters less than people think, don't over invest resources to save 0.23ms on page load. 15) Let's get more creative than a CTA of "contact us". 16) Backlinks remain the the strongest ranking signal in 99% of markets. 17) Get comfortable with there being a grey area in attribution - the higher the LTV of your customer, the longer the buying cycle. 18) Content should be an aggregation of SERP data and positioning. 19) Yes, an ROI calculator is a great lead magnet to help prospects self-qualify 20) Technical SEO investment should only really scale with 21) The biggest SEO blocker is always bureaucracy - launch first then refine.

beggy af. no one want your ai mode bro @searchliaison