Is SEO Really Just A Scam?

Is it a Scam? SEO within the B2B Space and Why It Matters

Recently, we came across an article provocatively titled, “SEO is a Joke, Here’s Why”. This piece aimed to dismiss SEO as a ‘Scam’, and it left us more shocked than a husband hearing about his wife’s plans for a second time.

Of course, one aspect we can certainly agree upon is that everyone is entitled to their own opinion.

But let’s talk about the facts.

As it turns out, research reveals the majority of marketers (60%) consider inbound strategies such as SEO their most valuable source of high-quality leads. Furthermore, SEO generates over 1,000% more traffic compared to organic social media.

Respectively, perhaps this is the opinion of some marketers, but it certainly doesn’t reflect the reality of SEO and its impact when done correctly… and when we say correctly, we mean that the ever-evolving nature of SEO results in an ever-changing approach.

Could it be possible that this perspective stems from an inconsistent approach or a failure to adapt to the evolving landscape of SEO? Is it simply a case of reluctance or inability to keep pace with the constantly changing algorithms and strategies characteristic of the SEO world?

“People might assume SEO is dead because it changes so consistently. As algorithms update, SEO processes must adapt to remain applicable. This means some older SEO tactics won’t work anymore while new practices become more essential”

Neil Patel, 2023

While it may not be a ‘scam’, some B2B marketers have questioned the value and effectiveness of SEO within their marketing strategy. However, with increasing competition and an ever-evolving digital landscape, having a strong online presence is crucial for any business. SEO makes one hell of a difference.

Far from being a joke, we argue that while its effect may be understood, it remains highly relevant in 2023, and will continue to play a crucial role in the B2B landscape. With every second that passes, Google handles a staggering 99,000 queries. How you manage your SEO means everything – It is a key driver of organic traffic, lead generation, and visibility.

It is not something any business can afford to dismiss lightly.

Let’s take a closer look at what it really means within the B2B space in particular and why SEO should form the foundation of any business’s marketing strategy, regardless of size.

SEO’s Impact on Your Business

First and foremost, we have an important question to ask.

How often do you clean your home?

No, we’re not here to judge anyone. However, just as keeping your home clean requires regular upkeep and maintenance, SEO demands ongoing efforts and updates to remain fully effective. While the thought of both might not sound too appealing, they are essential for maintaining a welcoming and presentable environment.

And we can all tell when the cleaning is a little overdue…

Defining SEO

Moving swiftly on, SEO is the process of optimising your website and content to rank higher in Search Engine Results Pages or ‘SERPs’.

In simpler terms, it helps your target audience find you when they are searching for products or services that you offer. This is especially important in the B2B space where businesses rely heavily on inbound leads and referrals.

More often than not, SEO can be a complex, multifaceted discipline that encapsulates everything from content creation and keyword strategy to link building and UX. It’s a continual process of optimisation and refinement – keeping up with ever-evolving search engine algorithms and user behaviours.

Particularly in the B2B space, SEO is more critical than ever, as search engines kickstart 68% of all online experiences. If you’re not aiming to improve your ranking within search results, the chances of attracting potential clients dwindle significantly.

“Best way to sell something: don’t sell anything. Earn the awareness, respect, and trust of those who might buy.”

Rand Fishkin

Many business owners can often overlook the importance of SEO. It is often viewed as a complex and technical field that is too time-consuming or challenging to penetrate. However, when executed correctly, SEO can be a game-changer, particularly in the B2B sector. It’s not just about keywords and backlinks but understanding the specific needs and queries of your target audience. Tailoring your content to answer those queries makes all the difference.

The B2B purchasing process is typically longer and more complex than B2C for example, with multiple decision-makers involved. Thus, having a robust SEO strategy can help nurture these leads through the sales funnel, providing value at every stage. SEO ensures your online content is readily available when potential clients start their research process. It positions you as a trusted resource and thought leader in your industry.

Therefore, SEO is not just about driving traffic to your website. It’s about driving the right kind of traffic, the kind that converts into loyal customers. This is why SEO matters so much in the B2B space. It’s more than a digital marketing strategy – it’s a fundamental way businesses connect with their clients, build relationships, and ultimately grow their operations.

How Does SEO Specifically Benefit B2B?

SEO in the B2B space may often be seen as less glamorous compared to its B2C counterpart. However, it presents unique challenges and opportunities that make it fascinating yet highly rewarding.

Let’s explore some insights that highlight the distinctive and intriguing aspects of B2B SEO:

Establishing Niche Authority

Within B2B, businesses often operate within specialised niches. While the target audience may be smaller, the value per lead is often higher. B2B SEO aims to establish niche authority, positioning a brand as the go-to source for industry-specific information. This requires in-depth knowledge, precision, and a commitment to producing top-tier content.

Building Relationships and Longer Sales Cycles

B2B transactions often involve larger investments and longer sales cycles. SEO’s intention here focuses on nurturing relationships throughout the sales funnel, from awareness to consideration and decision-making. Understanding the intricacies of these extended buying journeys is crucial for B2B SEO specialists.

Strategic Keyword Optimisation

In B2B, keywords directly impact business outcomes. Well-optimised pages that rank for crucial industry terms can make a significant difference in acquiring major clients. Meticulous keyword research and strategic optimisation play a paramount role in B2B SEO.

Thought Leadership as a Powerful Strategy

B2B buyers require reassurance and value thought leadership before making a purchase. Establishing thought leadership through content such as whitepapers, case studies, and webinars can be a potent SEO strategy in this space. Being recognised as a trusted industry leader not only attracts organic traffic but also boosts conversion rates.

The Fusion of SEO and Account-Based Marketing (ABM)

B2B SEO and Account-Based Marketing (ABM) are increasingly intertwined. SEO helps identify and target key accounts, ensuring your efforts are focused on the most lucrative prospects available. This crucial fusion enables highly personalised and targeted marketing strategies.

Link Building for Relationship Building

In B2B, link building is about more than just acquiring backlinks – it’s about establishing mutually beneficial relationships with other businesses and industry publications. High-quality, authoritative backlinks enhance credibility and visibility within your niche.

Optimising Industry-Specific Platforms

B2B businesses often rely on industry-specific platforms, directories, and marketplaces. Optimising presence on these platforms, in addition to the website, is crucial for comprehensive SEO success.

Data-Driven Decision-Making

B2B SEO thrives on data-driven decision-making. Every keyword, click, and conversion carries substantial weight. Utilising robust analytics tools and interpreting data is essential for continuously refining strategies.

By enhancing word choice, structure, readability, and eloquence, the content retains its original meaning while becoming more refined and engaging.

Navigating the SEO Minefield

By now, you’ve probably noticed our overwhelmingly positive stance on SEO (and rightfully so!). However, it’s crucial to understand the underlying speculation of SEO as a ‘scam’

It’s important to approach any industry with a discerning perspective and remain vigilant against potential scams or unethical practices. Furthermore, it’s equally critical to differentiate between legitimate SEO techniques and those that may wield a negative influence.

First and foremost, SEO, when executed correctly, is not a fraudulent activity. It is a legitimate and indispensable digital marketing strategy that enables any business to enhance its online visibility and effectively reach its target audiences. Ethical SEO professionals operate within the guidelines established by search engines, optimising websites, creating valuable content, and enhancing user experiences.

However, there have been instances of unethical SEO practices that have marred the industry’s reputation. These may include:

Black Hat SEO

Black hat SEO refers to a collection of techniques employed to artificially boost the ranking of a website or webpage in search engines. However, these methods violate the terms of service set by search engines, compromising their integrity.

Back in 2006, BMW was caught participating in black hat SEO activity, and their entire website was completely removed – all be it temporarily. In fact, there have been numerous cases of well-known organisations facing punishment as a result – Including Google!

It involves unethical tactics, such as keyword stuffing, link farming, and cloaking, in an attempt to manipulate search engine rankings. These practices violate search engine guidelines and can result in penalties or even website deindexing.

In B2B marketing, ethics play an even more significant role. B2B companies often rely on long-term relationships with their clients, and trust is a vital factor in maintaining these connections. If a B2B company is discovered using black hat SEO practices, it not only damages their online reputation but also undermines their credibility with current and potential clients.

Essentially, If Google were to detect any of this activity at a high enough level, it’s pretty much game over for your site.

Guaranteed Rankings

Guaranteeing top SEO rankings is, well, a pretty bold statement for anyone to make. This may also be a root cause of some misunderstanding around SEO.

The ever-evolving search engine algorithms make it impossible to 100% predict a website’s keyword ranking, even for experienced SEO professionals. Therefore, it is crucial to diligently follow search engine guidelines and prioritise ethical SEO strategies for sustainable performance.

Implementing a solid SEO plan will undoubtedly enhance your ranking. Achieving a top position may seem like a daunting task, but it certainly isn’t impossible.

This is why patience and consistency in implementing SEO strategies are key. Ultimately, the goal of SEO is not just to achieve higher rankings, but to drive quality traffic to your website.

Low-Quality Backlinks

Acquiring low-quality or spammy backlinks can harm your website’s reputation and rankings.

Ethical SEO focuses on obtaining high-quality, relevant backlinks. These are links that come from reputable and authoritative websites or those that are relevant to your niche or industry. They not only help search engines determine the credibility of your website, but also drive targeted traffic to your site.

Spamming a website with low-quality backlinks is typically an underhanded tactic employed by competing businesses in a practice known as “Negative SEO”. The goal is to damage a competitor’s search engine standings. By flooding a website with these low-quality or “toxic” links, the saboteur in question hopes to get the targeted website penalised or even de-indexed by search engines due to perceived untrustworthiness or low authority.

Content Spinning

Content spinning is a practice that involves repurposing existing content through automated or manual rewording. However, it is generally discouraged in ethical SEO practices due to its potential to create low-quality, duplicate, and often unreadable content.

B2B companies often deal with very intricate and specialized subjects. Spinning content tends to oversimplify or muddle these topics, which is detrimental when dealing with knowledgeable B2B audiences seeking in-depth information.

Overemphasis on Traffic

Again, SEO is not solely about driving traffic – it’s about attracting the right kind of traffic that converts into leads or sales.

Placing excessive emphasis on traffic, without considering conversions, can be misleading. While it may result in a high number of clicks and page views, if those visitors are not interested in your product or service, then the traffic is essentially worthless. The ‘scam’ here is when high traffic numbers are promised, but there is a failure to convert.

Let’s be blunt here. SEO takes time, effort and above all else it’s bloody difficult – there are no shortcuts to sustainable success, despite what you may hear. The onus is on every business leader to educate themselves about SEO basics. The aim here is to make informed decisions and avoid falling victim to scams or misleading promises.

What lies ahead for SEO?

The short answer? Quite a lot.

Google implemented around 5000 algorithm changes in 2021 alone – that equates to around 13 per day. The good news is that this means the days of manipulating or outsmarting the search giant are dwindling. The bad news, the game is only going to get harder from here.

“As long as there are search engines, there will be SEO. Regardless of the advancements in technology, you need to be ready to embrace and adapt to the changing SEO landscape.”


On top of this, you may have noticed that AI and machine learning are reaping their way through the digital landscape. Search engines are evolving into more intelligent entities, harnessing the power of AI to comprehend context, natural language, and user behaviour with unprecedented precision.

As a result, the very fabric of B2B SEO is undergoing a profound transformation, this is even before we throw Answer Engine Optimisation into the mix

In essence, the SEO playbook so to speak is being rewritten, placing a heightened emphasis on deciphering user intent and embracing more personalisation.

It’s no longer sufficient to rely solely on traditional keyword optimization – instead, SEO strategies are pivoting – aligning with the nuanced needs and preferences of individual users.

It makes complete sense – As search engines grow smarter by the day, so must our approach to SEO as we hurtle our way toward 2024.

Our Final Thoughts

To dismiss SEO as a scam is to underestimate its profound significance entirely. It’s a discipline that humanises the digital experience, offering users a helping hand in their quest for information and solutions.

While SEO presents its own complexities and hurdles for B2B enterprises, it remains an indispensable facet of their online marketing efforts. Beginning your SEO journey with a firm grasp of its intricacies and optimal approaches allows you to establish attainable objectives and a more precise evaluation of your journey’s accomplishments.

Far from being a joke, it’s the foundation of any marketing strategy that all businesses must adopt to survive.

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