ABSEO is a sub-strategy of Search Engine Optimization co-pioneered by BOL Agency SEO Directors Tim Herscovitch and Catfish Comstock.

ABSEO is essentially a pillar of your ABM temple; it simply brings into clear focus how your target accounts (and ICPs) are interacting with your organic content; then, it turns around and uses that data to actionably fill in the gaps you still have in your content portfolio. Thus, keeping buying groups active in your brand’s ecosystem and keeping you top-of-mind.

Traditional SEO usually prioritizes keyword volume (total number of times a keyword is searched per month) as the north star for optimization and content creation triage. Long-tail SEO notwithstanding, it stands to reason that you’d rather be in front of more people than less.

 

ABSEO flips this on its head; with ABSEO, we’d rather rank #1 for a keyword that is only searched 100 times per month, but figures to be close to 100% ICP traffic, than a keyword that’s searched 500 times per month, but attracts 90% non-converting or irrelevant traffic.

 

BOL Agency’s ABSEO program leverages your existing ABM data insights and contributes its own data to the shared strategic pool. It works off of the same TAL and targets the same ICP criteria, but intensely narrows its focus to organic search activity. ABSEO strategists work side-by-side with ABM strategists as part of the same machinery.

ABSEO does not “replace” traditional SEO; it is not inherently better or worse than vanilla SEO, and there is no conflict of interest between the two tactics – they have different roles and different goals. In fact, they each work best when both flavors are firing on all cylinders. After all, you need strong technical SEO fundamentals and a decent organic content footprint to reach your maximum SEO or ABSEO potential.

 

ABSEO functions as its own strategic motion in the context, and under the umbrella, of your larger ABM campaign. Don’t worry: traditional SEO is far from dead. In fact, according to Hubspot, 61% of B2B marketers say that SEO still functions as their #1 source of leads.

 

ABSEO works exceptionally well as a “pre-ABM” motion for organizations who are not fully actioned into an ABM paradigm, but who are… let’s say, ABM curious. ABSEO helps reach prized audiences in a cost-efficient manner who would have otherwise remained forever in the “dark funnel” and probably not responded to traditional lead gen activities.

 

What % of accounts consuming your organic traffic are a “strong profile fit”?

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What % of closed-won deals last quarter consumed organic content en route to their buying decision?

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Consumption of what specific pieces of content correlates most strongly with closed-won outcomes, and how can we create more (similar) content?

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Of all touchpoints conducted by closed-won accounts last quarter, what % were organic touchpoints?

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What is the CPL of accounts with at least 10% organic touchpoints before contacting you?

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What is the average deal size of closed-won accounts with at least 10% / 25% / 33% organic touchpoints before closing, compared to the inverse?

In a world where too many companies and agencies are pumping low-quality, irrelevant content into the void in a misguided effort to rank for everything under the sun, a new path forward is emerging.

 

ABSEO is a two-way street: It gives buyers value in the form of quality, searched-for information that they’re interested in. It also captures value for you. It stacks up touchpoints with your brand, delivering priceless data insights about how your ICPs behave and what they care about. What’s more, it enables you to get much smarter about the way you orchestrate your marketing mix and leverage your content creation firepower moving forward.