Ross sits down with Jess Joyce, SEO consultant at Inbound Scope, to talk about why the term “blog” is outdated—and how systems thinking, revenue-led SEO, and diagram-driven storytelling are creating smarter strategies for SaaS brands.
Jess unpacks her visual-first approach to social content, explains the shortcomings of traditional keyword research, and breaks down how AI tools like Gong and Granola are unlocking insight directly from sales calls.
They also explore the growing irrelevance of traffic as a core metric and why internal linking, customer pain points, and first-link architecture matter more than ever.
Plus: why technical SEO isn’t dead, how to build smarter weekly systems with your team, and a hopeful rant about getting rid of “blogs” once and for all.
Show Notes
00:00 – Intro: Why Jess’s Diagrams Stand Out
01:00 – Visualizing Content for Clients (And Prospects)
03:30 – Why revenue beats traffic in SEO Strategy
06:00 – What Google & AI Are Doing to Top-of-Funnel
09:00 – Segmenting Content by Intent, Not Format
12:00 – Sales Conversations as the New Keyword Research
15:00 – Using Granola and Gong to Extract Real Pain Points
17:00 – Are Keywords Dying in a Zero-Click World?
20:00 – Technical SEO Still Matters (Despite the Hype)
24:00 – First Links, Internal Linking & Breadcrumbs
27:00 – Systems Thinking: Weekly Sprints & Triangulated Ops
30:00 – Why “Blog” Is the Wrong Word for Modern Content
33:00 – Enterprise Content Silos & the WordPress Problem
34:30 – Where to Follow Jess & Final Thoughts
Show Links
Jess’s Work
Inbound Scope
Granola AI
Gong.io
Jess on LinkedIn
