#224: Website Teardown | In this episode, Danielle (Head of Content at Exit Five) hosts a panel with top SEO and content marketing experts: Rita Cidre, Head of Academy at Semrush; Ross Simmonds, CEO at Foundation & Distribution.ai; and Tom Whatley, CEO of Grizzle.

Together, they break down real B2B websites, exposing the biggest SEO mistakes and sharing data-driven strategies for improving rankings, content, and conversion rates.

Danielle, Rita, Ross, and Tom cover:

The most common SEO mistakes B2B marketers are making right now
Why ranking for the wrong keywords is hurting your pipeline
How to optimize content for scanners, search intent, and conversions

Timestamps

(00:00) - – Introduction to Rita, Ross, and Tom
(03:50) - – Why SEO has changed and what marketers are getting wrong in 2024
(06:51) - – The impact of AI on SEO and why standing out is harder than ever
(08:33) - – Case study: How Pipedrive increased signups by 33% with bottom-of-funnel SEO
(10:59) - – The difference between top-of-funnel and bottom-of-funnel content strategies
(13:26) - – Why glossary pages aren’t enough and what to do instead
(16:02) - – The biggest homepage SEO mistakes (live website teardown)
(20:45) - – How to structure product and category pages for better rankings
(23:39) - – The problem with keyword stuffing vs. real search intent optimization
(28:42) - – Why internal linking and URL structure matter for SEO success
(33:18) - – How backlinks, brand authority, and digital PR impact rankings
(37:12) - – The role of content quality, readability, and formatting for scanners
(40:37) - – Common mistakes in blog strategy and how to fix them
(45:07) - – Why getting to the point faster improves rankings and engagement
(47:43) - – Final SEO takeaways recommendations

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

Today's episode is brought to you by Customer.io.

You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.

Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.

Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.

And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.

7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection.

Join them by visiting Customer.io to get started.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more

How to Fix Your SEO Strategy

The Dave Gerhardt Show (from Exit Five)