Ross sits down with Jess Joyce, SEO consultant at Inbound Scope, to talk about why the term "blog" is outdated—and how systems thinking, revenue-led SEO, and diagram-driven storytelling are creating smarter strategies for SaaS brands.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 Jess’s Work: https://jessjoyce.com/ Inbound Scope: https://inboundscope.com/ Granola AI: https://www.granola.ai/ Gong.io: https://www.gong.io/ Jess on LinkedIn: https://www.linkedin.com/posts/jessjoyce_heres-how-i-would-create-an-roi-generating-activity-7295472607041138690-v4L0?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAOzg8UB65a5t0zuiVlWCkdHaLrjxPPAwS8