Through his journey from building websites in Microsoft FrontPage to leading growth at major SaaS platforms, Stainer has witnessed firsthand how underinvestment in SEO stems from fundamental misunderstandings about organic growth. His controversial take? Most companies should delete their blogs entirely and rethink their approach to content.
The implications for B2B marketing leaders are clear: treating SEO as a "free channel" is a strategic error that puts companies at a long-term disadvantage against competitors willing to make proper investments in organic growth.
EXECUTIVE SUMMARY
The landscape of B2B SaaS marketing is shifting dramatically as companies grapple with the true costs and requirements of effective SEO. While paid channels offer immediate visibility with clear budget allocations, the perception of SEO as a zero-cost marketing channel has led to systematic underinvestment in organic growth strategies.
Recent data shows B2B SaaS companies typically spend 40-60% of their marketing budgets on paid advertising, while SEO often receives less than 10% despite delivering higher long-term ROI. This imbalance stems from the misconception that organic traffic is "free" rather than viewing it as a strategic investment requiring sustained funding for content creation, technical optimization, and link building.
The rise of AI content generation tools has paradoxically increased the importance of investing in high-quality, expert-driven content as Google's algorithms become more sophisticated at identifying valuable resources. Companies must shift from viewing SEO as a tactical checkbox to treating it as a core strategic channel requiring proper resourcing.
Why It Matters: As customer acquisition costs continue to rise across paid channels, B2B SaaS companies that fail to build strong organic presence risk becoming overly dependent on increasingly expensive paid acquisition. Strategic investment in SEO offers a path to sustainable growth and reduced CAC over time.
The False Economy of "Free" Marketing
The perception of SEO as a cost-free channel has created a dangerous blind spot in B2B marketing strategy. While paid channels require explicit budget allocation, the hidden costs of organic growth – from content creation to technical optimization – often go unrecognized until it's too late.
"You need to educate people that it's not the free channel," explains Stainer. "Building any marketing channel costs money and you need to do it properly." This mindset shift is crucial as companies face increasing pressure to diversify acquisition channels beyond paid advertising.
The Million-Dollar Shift: Measuring Modern B2B Marketing ROI
The true cost of underinvesting in SEO becomes clear when examining long-term ROI. While paid channels offer immediate results, they require constant investment to maintain visibility. In contrast, proper investment in organic growth builds compounding returns over time.
"One day I had to go to the finance team and say, 'Hey, can you pay us 100k in invoice?' That got us nothing," Stainer recalls of a failed paid campaign. This experience highlights how even substantial paid budgets can deliver poor results without proper strategy and execution.
Why Traditional Content Strategy Falls Short
Stainer advocates for a controversial but compelling approach: "Everyone should delete their blog." His reasoning centers on how Google actually evaluates content: "Google ranks topics, not pages and keywords. The blog was made many years ago... it's just a collection of random stuff."
Instead, he recommends organizing content around topic clusters that align with how search engines understand user intent. This requires rethinking not just content creation but entire site architecture.
The Human Element: Beyond AI-Generated Content
With the rise of AI writing tools, many companies are tempted to cut corners on content creation. "Now with ChatGPT and AI stuff, you have to create even better content," warns Stainer. "You can't just use some 100 euro freelance writer and publish it on your blog anymore."
Risk to Opportunity: Building Sustainable Growth
The risk of underinvesting in SEO extends beyond missed opportunities. Companies that rely too heavily on paid channels become vulnerable to rising acquisition costs and algorithm changes. Building organic presence provides a hedge against these risks while creating lasting value.
From Strategy to Execution: The Implementation Challenge
Success in SEO requires proper resourcing across multiple dimensions:
• Expert content creation and optimization
• Technical infrastructure and development support
• Link building and digital PR
• Analytics and measurement capabilities
Future Outlook: The Evolving SEO Landscape
As AI tools become more prevalent and search algorithms more sophisticated, the bar for successful SEO continues to rise. Companies must decide whether to make serious investments in organic growth or risk falling behind competitors who do.
"The path of most resistance is often the best path to take," concludes Stainer. For B2B SaaS companies, this means moving beyond the myth of "free" SEO and embracing the real costs – and rewards – of building sustainable organic growth.
