Shaping SEO-Driven Marketing with Will Sigsworth, Pipedrive

Content Matters

Is your SEO strategy ready for the next evolution ofbig shift in search?

Kaylee Peterson, Director of SEO at Compose.ly, opens the episode by addressing the growing shift from traditional SEO to Answer Engine Optimization (AEO). She explains how AI-driven tools like ChatGPT and Bard are reshaping search behavior and shares strategies for creating modular, user-friendly content that works for both humans and bots. We’re also joined by Will Sigsworth, Head of SEO at Pipedrive, to demystify how AI, AEO and technical SEO are shaping the future of content marketing. He explains how marketers can optimize for emerging search behaviors without abandoning tried-and-true SEO principles.

In this episode, you’ll learn:

• Answer Engine Optimization: How AI is transforming search and what marketers need to know
• Content and SEO Collaboration: Why combining SEO fundamentals with creativity delivers better results
• Technical SEO Foundations: How technical SEO paves the way for ranking and audience engagement

Things to listen for:
(00:00) Welcome to the show

(01:52) Debunking the 'SEO is Dead' myth

(02:31) Understanding AEO and its impact

(07:21) Creating scannable and modular content

(08:50) Will Sigsworth, Head of SEO at Pipedrive

(11:50) Balancing content and SEO strategies

(19:24) The importance of EEAT in SEO

(21:44) Consistency in content creation

(23:50) Kickstarting content marketing and SEO from scratch

(24:35) Optimizing existing successes for better results

(26:41) The importance of holistic SEO strategies

(29:56) Navigating the competitive CRM market

(33:08) Reddit's role in modern SEO

(38:13) The vital role of technical SEO

(43:40) Friends Matter with Ian Binek and Nick Fraunfelder, hosts of ‘The Growth Asylum'

Resources:

• Connect with Will: https://www.linkedin.com/in/william-sigsworth/
• Learn more about Pipedrive: https://www.pipedrive.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/
• More from Composely: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: compose.ly/friends-matter
• And from this episode, shoutout to our friends, Ian Binek and Nick Fraunfelder, Hosts at The Growth Asylum: https://www.youtube.com/playlist?list=PLlKV5iCD13cFZxf3gVEUQy-P8Z1YgWFNW
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Clutch, here: https://clutch.co/