Obility

Still worried about declining traffic on your website? That’s such a 2024 problem. Traditional traffic metrics have become a vanity metric. The real villain isn't fewer visits, it's using legacy SEO KPIs to measure success, when AI has changed the entire search landscape. AI Overviews and generative engines have fundamentally changed how B2B buyers research solutions. Website traffic is down across industries, but the visitors who do land on your website are different. They're more qualified. They're already informed. They're ready to evaluate, not browse. Prospects may have already seen your brand cited in an AI Overview or interacted with your content through ChatGPT before they ever reach your site. Legacy metrics like sessions and organic traffic growth don't capture this reality. In the GEO era, B2B marketers need different KPIs: → AI Overview visibility: How often do you appear in Google's AI-generated results? → Referral traffic from LLMs: Is your traffic growing from ChatGPT? Are you monitoring your presence on the other LLMs in case there is a shift in user behavior? → KW theme/prompt presence within LLMs: What prompts are you or your competitors showing for? → Engagement quality: Are visitors actually interacting with your content? → Conversion depth: Demo requests, resource downloads, qualified form submissions, as well as monitoring these behaviors specific to traffic from LLMs → Key event rate: Real conversion quality over raw volume At Obility, we help B2B clients align their SEO and GEO strategies and measure what matters in this AI era. When you optimize for AIOs, LLM presence, and meaningful engagement behaviors instead of traffic volume, you build stronger relationships with qualified prospects. If raw traffic still defines your success, it's time to upgrade your measurement strategy. Check out how Obility tracks organic success in the AI era: https://lnkd.in/gw2qeW3P

1 in 3 Redditors is a B2B decision-maker — and 43% of them aren't even on LinkedIn. I just put together a full playbook on how B2B brands can build visibility and trust on Reddit without burning credibility. It covers: - How to engage without getting downvoted into oblivion - Turning Reddit insights into SEO and content strategies - Getting your brand mentioned in threads that rank - Measuring real impact beyond vanity metrics If you've been sleeping on Reddit, this is your starting point. Save this post and revisit it as you plan your 2026 strategy. Here's what most brands get wrong... they show up trying to sell, but Reddit doesn't work like that. The brands winning on Reddit right now are the ones showing up as people. Sharing data. Answering questions. Adding value without asking for anything. And it's paying off in ways most marketing channels can't: → Reddit threads rank in Google for high-intent searches → Your comments can drive visibility for years, not days → AI Overviews pull heavily from Reddit recommendations → One authentic conversation builds more trust than 100 ads This isn't about going viral, it's about being present where your buyers already are.

🎃 Site Migration Horror Stories: Don’t Let This Happen to You 👻 It’s spooky season, so let’s talk about something truly frightening… Website migrations gone wrong. One of the biggest mistakes companies make? Treating a site migration like a simple “facelift”, without looping in SEO and content teams early. Here’s a cautionary tale: A company launched a brand-new site on a new domain. Their old site had thousands of high-performing pages earning consistent traffic, rankings, and conversions. SEO was brought in very late, only weeks before launch, and flagged a subset of pages that had to be migrated to preserve performance. The recommendation was to move the highest-value content. The company decided to migrate only a fraction of it, thinking they could “just create new content later.” What happened next? A catastrophic loss in search visibility, traffic, and conversions — and years to recover. Key lesson: 🚫 “We’ll rewrite it later” is not a migration strategy ✅ Audit content performance early ✅ Prioritize pages driving meaningful value ✅ Collaborate across web, content, and SEO from day one Additional migration mistakes to avoid: 🚫 Not tracking 404 errors and submitting URL redirects 🚫 Using 302 redirects (temporary) instead of 301 (permanent) 🚫 Redirecting every page to the homepage 🚫 Not migrating metadata 🚫 Not testing forms and tracking tags post-launch Site migrations can be transformative — or terrifying — depending on how they're handled. Don’t let valuable content vanish into the night. 🦇

It might feel a little icky or wrong, but it's time to jump on the B2B influencer bandwagon, and ad platforms are making it easier than ever to work with content creators. Most B2B marketers are not working with creators, which is why companies who do are breaking through. B2C influencer campaigns crush it, and it's time B2B starts working with their best customers and experts in their industry to create value for their prospects. And ad platforms are making it easier. Google launched Partnership Ads and now LI Ads has a Partnerships tab in their user interface, giving advertisers a quick view of who is mentioning their brand as well as an easy button to request permission to sponsor. Spend a minute today to find the folks saying the nicest things about you and give their content a little love.