The B2B SaaS Marketing Blog

SEO Strategy for B2B SaaS: Tying KPIs to Revenue and Prioritizing Actions That Drive Results

by 

Mike Smith

Last updated: February 15th, 2024

Effective SEO strategy for B2B SaaS companies is not about jumping in and doing everything under the sun.

Yes, your site needs to:

• Be technically healthy for search engines to crawl and index
• Have high-quality content that answers the intent of your customers’ search queries
• Attract links from other relevant and authoritative sites

But working to implement every SEO best practice all at once lacks a focus on driving results that actually make a difference in your bottom line (MRR for your business).

Results from SEO don’t happen overnight and in the big picture it’s a long term game. It requires a lot of initial upfront investment, but over time, it produces compounding results.

The problem is that SEO is getting harder, and most of the best practice advice, like making the website technically sound, creating content targeting high volume/low difficulty keywords, and building links, no longer drives results.

A solid SEO foundation is just the bare minimum you need to compete in the increasingly competitive B2B SaaS field.

Almost every established B2B SaaS company already invests in SEO. In addition, AI tools like GPT-4 make it easy and cost effective for any company to lay a basic SEO foundation with automation.

But if you want to give yourself a chance at seeing some high impact results in a period of several quarters as opposed to several years, you need to be able to identify and focus in on the highest priority items to work on first.

For example: We were working with a client who makes landscape design software. When they began working with us, they weren’t ranking on page one of Google for the most important keyword for their business: “landscape design software.”

So while there was a long list of SEO-related actions we could have taken in the beginning of our engagement, we decided to focus on that one page. We made sure it was technically healthy.

We set out to create content that would match the intent of the search query better than any other page on the internet. And we developed relevant publisher relationships to earn authoritative backlinks to the page.

The results: a first page ranking on Google within 90 days. Over two years, with the combination of both our SEO and Paid services, they saw their annual recurring revenue increase from $8 million to $12 million.

Contrary to popular belief, we’ve found that the new competitive SEO landscape is actually a largely untapped opportunity for brands with unique viewpoints to gain an edge over their competitors and rise to the top of search engines.

In this post, we’ll discuss:

1. The four key reasons why SEO will continue to get harder and why companies need to innovate their strategy to remain competitive in the SERPs.
2. The four pillars of our SEO strategy that helps brands rise to the top of the SERPs in the new age of SEO.
3. The exact SEO strategy we execute for our B2B SaaS clients.

SEO will continue to get harder for four key reasons

Everyone says that SEO is getting harder, but it’s important to understand why SEO is getting harder so that you can develop an effective strategy to combat these challenges.

• Customer journeys are becoming increasingly complex and lead to fewer direct SEO conversions.
• AI tools allow companies to achieve a solid SEO foundation with a fraction of the investment, which increases the percentage of companies with good basic SEO.
• The bar for quality content has risen. An informative and well-optimized blog post used to be considered “high quality,” but today, that content is just average, as even an AI tool can auto-generate an informative blog post.
• Companies with strong link moats have a significant advantage ranking in the SERPs as search engines look to brands to improve information quality.

These four key areas are raising the bar for SEO standards – here’s how.

Increasingly complex customer journeys translate to fewer direct SEO conversions.

Today, there’s much more content available, so the prospect’s journey to becoming a lead is also more complex.

For example, they might browse through social media, read through case studies, and read blog posts covering specific subtopics around their pain point.

More steps in the customer journey mean more opportunities to lose the prospect.

So if your SEO strategy exists in a silo that’s disconnected from your other marketing channels and doesn’t account for the increased complexity of the user journey, you’ll lose the customer as they explore other resources before deciding to schedule a demo.

This means any vanity metrics you’re tracking (like traffic, keyword rankings, etc.) are irrelevant if they are disconnected from your ideal client’s journey when looking for you as a solution to their problems.

AI tools lower the investment required to lay a solid SEO foundation.

It used to be common for a B2B SaaS company to pay an agency to audit its website and uncover technical errors. Then, SEO tools like Ahrefs and Yoast made it possible for any in-house marketer to uncover technical errors.

As a result, companies thought they only needed an agency to solve the technical SEO issues these tools found.

Now, AI can solve many basic technical SEO issues/considerations, like creating title tags and meta descriptions and creating alt text for images.

Even link building campaigns can be largely automated by AI.

For example, it can help you quickly identify the most relevant sites to reach out to, find the right contact, and create a personalized pitch relevant to that specific website.

With extra time and resources available, many companies are able to invest in higher-level SEO tasks.

As a result, smaller companies that previously couldn’t afford to invest in any SEO due to resource constraints can now achieve a solid SEO foundation with basic AI tools.

The definition of quality content has risen as more companies invest in content marketing.

A few years ago, the best practice advice to create better content was to make it more thorough by answering more “people also asked” questions and including more step-by-step instructions.

Now, AI writing tools can quickly whip up a blog post that answers basic FAQ-style questions, and the quality level will likely soon be on-par with a generalist freelance writer.

As with any marketing channel, a lower barrier to execution leads to less effective results because everyone can do it.

So it’s no surprise that the SERPs are now flooded with content that, while informative, is very similar and generic.

In addition, more and more people are using ChatGPT to get the answers to questions that this informational content used to solve, and it’s eating up the search traffic that search engines used to receive for basic “how-to” questions.

This means that the traditional content marketing best practice of creating more detailed content than the existing content is significantly less effective.

Brands with strong link moats have a significant advantage ranking in the SERPs.

Search engines need a method to distinguish authoritative resources from questionable resources to ensure they provide the searcher with quality results. In the past, the solution was mainly to analyze content quality and links to determine a website’s authority.

As more and more companies invest in content marketing and flood the SERPs with “me-too” content, links and general brand authority will likely become increasingly important to rank in the SERPs.

This means that it will become increasingly difficult to outrank companies with strong link moats and general brand authority.

Users are also becoming increasingly concerned about information sources for a few reasons.

First, the rise of fake news means that more people are double checking their information sources.

In addition, people can just ask ChatGPT for answers to their questions, so if they have any doubt about your credibility, they’ll just turn to chat.

So even though a user might not care about the number of links you have, they, like search engines, are more likely to trust your brand if they’ve seen other industry authorities reference it as a credible source.

Our SEO strategy combats these challenges thanks to these four pillars.

Since recognizing these issues, we’ve developed an SEO strategy designed for the increasingly competitive SEO landscape.

Here’s an overview of the four pillars of our SEO strategy and examples of it in action.

Tie SEO efforts into other marketing efforts rather than operating in silos.

Before coming to Powered by Search, most of our clients were executing random acts of marketing. As each person within the marketing team has their own agenda, it’s easy for them to get caught up in their own silo, so none of the marketing strategies were well-aligned.

But the customer will feel the disconnect in your marketing efforts because they’ll touch more than one of your marketing channels during the buyer journey.

For example, if you’re buying mission critical software that underlies your company’s entire data infrastructure, it may take 6-12 months from the initial touchpoint to signing the deal. That buyer will probably have dozens of touchpoints with your brand along the way.

As a result, you’ll likely lose that prospect during the journey if your marketing efforts aren’t appropriately aligned.

To solve this disconnect within your marketing strategy and ensure your SEO efforts carry the prospect toward the next step in the buyer journey and ultimately convert them into a customer, we created the Predictable Growth Model.

There are eight key steps in the model that must be followed to achieve ‘predictable growth’ for a B2B SaaS:

• Step 1: Evaluating Your MRR Accelerators
• Step 2: Understanding Your Customer’s Intent and Pain Points
• Step 3: Pinpointing Why Your Visitors Aren’t Converting
• Step 4: Educating and Motivating Ideal Prospects
• Step 5: Driving Right Fit Traffic through Paid and Organic Channels
• Step 6: Creating a Proof of Concept Pilot Project
• Step 7: Measuring Results, Generating Insights and Compounding Results
• Step 8: Creating Your MRR Acceleration Roadmap

You’ll notice that the Predictable Growth Model drives the SEO strategy below, from using pain points to generate content ideas to prioritizing high impact issues.

Triage high impact issues rather than optimizing for a perfect score.

If you use the site audit feature in Ahrefs or the Yoast SEO plugin, you’ll probably see tens, if not hundreds of “errors.”

However, not all errors are equally impactful, and many probably won’t change a single ranking.

So while some SEO companies spend 6-8 weeks doing audits and identifying every possible error with your website, we use a SEO scorecard to find the highest impact issues.

This analysis requires only a fraction of the time that traditional audits take to complete, and then we promptly discuss the issues with you to create and execute an action plan.

There are several benefits to this approach:

1. See results faster: We begin executing changes within 1-3 weeks rather than wasting the first 6-8 weeks doing lengthy audits that waste resources analyzing low-impact issues.
2. Better resource allocation: Rather than focusing on low-impact opportunities, we prioritize issues by impact level and then allocate your resources to those challenges. For example, if a critical blog post that previously drove decent conversions is reporting a 404 error, that would be a top priority to solve because doing so could lead to a direct increase in sales. In contrast, we wouldn’t spend time trying to add alt text to every single image ever published on your blog because, while it would be nice to have every single image have alt text, it wouldn’t necessarily increase your revenue.
3. Automating low-impact tasks: We’ve recently started incorporating AI into our SEO processes. If we can leverage AI to automatically solve some of the minor issues in minutes at no additional cost to you, we will. But your dollars will only go towards the highest impact tasks.

Prioritize a handful of proven, high value action items rather than blindly following best practices.

We discussed that most general SEO best practices aren’t enough to win the SEO game anymore.

Now, they’re just table stakes.

Over the past few years, we’ve analyzed our own client results and identified the highest ROI SEO action items and documented them in a Quick Wins Roadmap.

This is the strategy we use with each client and it covers five key action items:

Action Item #1: De-indexing blog posts that aren’t directly related to your product and the searcher’s pain point.

Search engines will devalue your site’s topical authority if your website has many blog posts that are irrelevant to the pain point your product solves and/or receive no traffic because they don’t resonate with your audience.

As a result, your high-quality content will also receive less traffic. So to boost your website’s topical authority and help your highest converting blog posts earn more relevant traffic, we’ll de-index the irrelevant content.

For example, after sunsetting 115 old/irrelevant blog posts from a publicly listed B2B SaaS company, we saw an increase in Google Bot activity by 17%, and impressions increased by 14% after less than 60 days.

By removing those irrelevant blog posts, it’s safe to assume that Google viewed the website as a more authoritative resource, which helped increase the right traffic to the right pages.

Action Item #2: Internally linking to features and benefits pages.

Internal linking is one of the lowest effort/highest value methods to boost a page’s performance, and given that the features and benefits pages tend to be high ROI pages, we prioritize sending internal links to them.

Action Item #3: Write competitor comparison landing pages.

A competitor comparison landing page targets a “versus” keyword containing two or more competitor brand names.

An example of a competitor comparison keyword is “Hubspot vs. Salesforce.”

There are two main reasons why we prioritize targeting these articles.

First, people searching these keywords are solution aware and have very high purchase intent.

So if you can capture their attention now and gain their trust, you’ll have a better chance at converting the customer and closing the sale quickly.

Secondly, if you don’t snatch up this keyword, your competitor probably will, so it’s best if you control the narrative of your brand.

To give you an example of a competitor comparison article, we created one for our client, Resource Guru. At the time, the most popular competitor comparison keyword was “Wrike vs. Monday.” So we created an article that targeted those two keywords and also added the client’s brand into the conversation by adding “vs. Resource Guru” to the end of the keyword.

The final product, Wrike vs. Monday vs. Resource Guru, was particularly effective at capturing quality traffic.

In addition to competitor comparison articles, we also frequently create content targeting “alternative” keywords, as these also target solution-aware audiences. So for Resource Guru, we created a blog post targeting the keyword Monday alternatives.

Action Item #4: Add depth to features and benefits pages.

Many SaaS companies’ feature pages try to target too many different customer personas and ultimately have vague copy that doesn’t clearly articulate how a user would benefit from using the product.

Unfortunately, if you don’t clearly define how the feature benefits the user, it will kill your conversion rates.

Here’s an example of a detailed feature/benefits page we created following our B2B SaaS product pages playbook that clearly defines the problem, demonstrates how the feature solves the problem, and how users benefit from solving that problem.

Action Item #5: Repurposing sales battle cards into blog posts.

Potential customers would buy your product instantly if it solved their problem and they had no objections.

So a great way to increase conversions is to remove these objections by creating content that answers them the same way that you would on a sales call.

Here’s an example where we took battle cards and turned them into a comprehensive blog post:

Create content that targets pain points rather than generic high volume/low difficulty industry keywords.

The best practice approach to keyword research is to identify keywords related to your industry and then create content that targets the ones with the best combination of high volume and low difficulty.

The problem with this approach to content marketing is that it doesn’t consider the conversion intent behind the keyword or the keyword’s relevancy to your particular product.

In addition, we’ve found that most of the highest converting keywords for our clients have such low search volume that they don’t even show up in keyword research tools.

Instead of just looking for keywords with high volume and low difficulty and then creating content that fits the keyword, we create content that fits the customer’s pain point. We’ll also look at the top converting paid keywords and create content around those keywords as they clearly drive conversions – not just traffic.

So while the competitors are all fighting over the same generic terms in keyword research tools, the pain point-first approach to content marketing is significantly less competitive.

This is key to how we’re able to help our clients – even those with low domain authority – compete in an increasingly competitive SEO landscape.

Over time, the pain point content helps the website earn more links and authority, and you can then target broader keywords when you run out of pain point topics.

Finally, approaching content marketing from a pain point-first perspective rather than a keyword-first perspective allows our content to break free from the generic “me-too” content that’s clearly designed to satisfy search engines.

In fact, our entire content creation process is quite different from the standard content creation process.

Instead of hiring a writer to Google a keyword and then write a generic piece of content covering all of the FAQs on that topic, we interview team members from our clients’ companies to get their unique perspectives on a topic and then write content using their insight.

For example, we’re working with a remote-work wellness solution to produce content that helps HR leaders navigate the unique pain points that come with managing employee wellness for remote teams.

For our interviews we’ll meet directly with the customer success and account managers who regularly interact with customers and thoroughly understand their pain points. This makes it easy for us to provide specific and unique insights on that pain point that simple keyword and competitor research can’t offer.

Then content gets more organic traffic, as search engines see that people landing on the post stick around and read it, and the readers tend to share it organically with their friends. As a result, our clients generate more demos and sales rather than just a traffic increase.

In a world of AI generated content, this content strategy helps brands stand out as thought leaders. In fact, the increase in generic content is a good thing for brands with unique opinions and voices.

To illustrate how our pain point approach to content marketing works, here’s how it helped Hurdlr, an expense-tracking app, increase rankings by 70% for 21 strategic keywords.

At the beginning of our engagement, they were targeting generic keywords with high volume that were only indirectly related to the product.

During the pilot workshops with their marketing, product, and customer success teams, we learned that some of the key pain points the product solves include:

• Time spent manually logging mileage
• Staying organized and keeping things up to date
• Scrambling around tax time to get things ready
• Ensuring accuracy
• Potentially missing out on money

These pain points became the focus of the content strategy, and we later matched them to keywords.

While the increased rankings helped them increase traffic, the real reason this strategy was meaningful is that it attracted a high-purchase intent audience.

If you’ve been putting in the work to improve your SEO and your progress has been stagnant or declining, you can schedule a Free SaaS Scale Session to learn more about how we can help you start driving results from your SEO efforts.

Here’s what else makes our approach to SEO different from most agencies out there, our SEO workflow (to give you a sense of timelines and what it’s like to work with us), and our SaaS SEO top priorities.

First, how is our SEO strategy unique to B2B SaaS businesses?

General SEO best practices don’t really change. Any website needs to be crawlable, indexable, and authoritative, regardless of the vertical or niche.

However, how and where we focus does change. Here are 7 things we see as unique to SEO for B2B SaaS:

1. Because a SaaS is a digital product and not brick-and-mortar, there isn’t usually a need for local SEO (related to physical geographical locations). There are exceptions.
2. While some industries rely heavily on search traffic for brand visibility, SaaS is very focused on bottom-line KPIs (MQL’s, MRR, CAC), so everything we do in SEO for our clients focuses there, too.
3. There is more focus on forecasting. Since B2B software companies often have a higher ability to measure just about everything, there’s more precision involved in setting a goal and working towards it in deliberate steps (rather than just doing ‘best practice’ SEO to complete an arbitrary checklist).
4. Keyword research can be inverted as volume is often not the goal. Especially if a SaaS is competing with a much larger competitor that holds significant market share, it’s more effective to find long tail keyword opportunities rather than going toe-to-toe on terms with higher search volume.
5. We find there is more holistic cross-channel focus with B2B SaaS SEO than e-commerce, B2C, or local service businesses. If SEO traffic is not directly contributing to demo/trial signups then it is used as a driver for retargeting or PPC channels to ultimately earn those conversions.
6. Technical SEO focus is more Javascript intensive, and sites built with javascript can lead to unique challenges to ensure they are fully crawlable and indexable. If they aren’t easily crawlable and indexable, it’s less likely that search engines will display your pages in search results.
7. There’s more competition with indirect competitors (eg. review aggregators like Capterra) than other industries. This changes some content focus as a SaaS has to be more aware of what content on their website can compete with these aggregators.

Now let’s look at what we think separates our approach from other agencies out there.

4 Ways We Approach B2B SaaS SEO Differently at Powered By Search

A lot of the SaaS companies we talk to would love to see a clear connection between their investments in SEO and increased revenue for their business. But many of them have had a hard time making these connections on their own, or have worked with agencies who haven’t made this connection for them.

For example, agencies they’ve worked with have reported primarily on KPI’s like organic traffic and keyword rankings instead of metrics like MQL’s, MRR, and CAC (which are closer or directly connected to revenue).

This is our #1 differentiator.

1. We Start by Understanding How Much Revenue Our Clients Want Out of an Engagement

Our first conversations revolve around figuring out how many customers and how much revenue you want to get out of your SEO efforts.

Then, we work backwards from there to decide what we will focus our strategy around. If we don’t know what a client sees as success, it’s very difficult to put together a proper plan for them.

This is how all agencies should design SEO strategies for SaaS companies – but, unfortunately, barely any do.

2. We’re Highly Focused on Customer Intent

Effective SEO strategy aligns to the underlying intent of your target audience.

Our focus is on ensuring that everything we do is a result of deeply understanding your customer’s motivations, wants, needs, and challenges that are the basis of their desire for the solution you offer.

Before content is created, we seek to gain clarity on these things first.

3. We Aren’t a “Yes” Agency, We’re a Consultative Partner

We’ve had clients in the past that have wanted us to just push buttons and pull levers for them, but this is not the way we like to work.

Rather, we play the role of a strategic partner that works to empower and educate you as we guide your SEO efforts in a direction that will lead to the results you’re looking for at the end of the day.

4. We Do Diagnostic Workshops Rather Than Traditional Audits

Most agencies begin client engagements with an “SEO audit” where they get access to your platforms and run off for four to six weeks to prepare a gigantic report (that rarely gets read or understood) with every possible thing you could do to improve your SEO.

Instead, we have workshops every 1-2 weeks and we work through one core pillar at a time.

The three pillars of SaaS SEO we focus on are technical SEO, content, and link building outreach (more on these below). We find this approach makes the work we plan to do together more digestible, focused, and effective.

There’s always something you can see, take away, and implement as quickly as possible.

Before we elaborate on our 3 pillars of focus, let’s quickly walk through our SEO workflow.

Our SEO Workflow at Powered by Search

At a high level, our SEO workflow can be summed up as:

1. SEO Discovery
2. Forecasting and Implementation
3. Reporting

SEO Discovery

There is always going to be some heavy lifting in the beginning of an SEO engagement. Through gaining access to your platforms and performing our diagnostic workshops with your team, we need to get the lay of the land to figure out what you want for success.

In this phase, we’ll look at your SaaS website’s technical SEO, your on-page SEO (content), and off-page SEO (backlinks, outreach opportunities, guest posting, etc.). Once we have that, we can start building a plan to reach the targets we’ve agreed on.

Forecasting and Implementation

Because it’s very difficult to build out a one year plan and expect to stick to it throughout the entire year, we approach planning and forecasting in quarters.

Each quarter we’ll develop a performance forecast including:

• An impact-prioritized roadmap
• A KPI forecast

And then we’ll assign and schedule tasks to work through the roadmap on the path to meeting those KPI’s.

Reporting

On a monthly basis we report on the work that has been done so far and refer back to the targets we’ve established.

Our reports include:

• Comparing our forecast to actual performance
• Technical SEO, Content, and Backlink Health Checks
• Competitor Insights
• Industry Insights

At the end of each quarter we look at the previous quarter, figure out what was done, what wasn’t done, what opportunities are left, and we formulate our plan for the next quarter.

When we get to the end of the year, we step back even further to look at the big picture, evaluate progress, and course correct as necessary.

Along the way, we focus our strategy on the following three pillars: technical, content, and outreach.

SEO Strategy for SaaS: Our Top Priorities

For context, a green arrow is something that you want more of and a red arrow is something you want less of.

For context, a green arrow means you want more of that thing, and a red arrow means you want less of that thing.

At Powered By Search we take a very framework-driven, methodical approach in everything we do. And this is the essence of our framework for effective SEO for SaaS.

It’s broken down into 3 pillars:

1. Technical SEO
2. Content Marketing
3. SEO Outreach

And we have five top priorities for each.

Technical SEO

1. Increase page level topical relevance: Modern search engine algorithms don’t care about word count or the number of times you include your target keyword. They care about how relevant a page is for a topic and related entities. Algorithms for advanced natural language processing are quickly becoming the norm, as search engines learn to gauge relevance almost like a human would. So whatever you’re doing to optimize content should be increasing topical relevance for the prospective customer.
2. Decrease website and crawl errors: If you have a lot of errors, you risk most of your content not being discovered by search engines, so we want to minimize as many of those as possible.
3. Increase time and budget dedicated to faster deployment: This is a matter of asking how can we break tasks up so they can be implemented faster? If it’s a cost thing, how can we find more support to finish the jobs that need to be done?
4. Decrease response time to deploy content changes: We can give recommendations all day long, but they only work if they’re implemented. So we want to make sure changes happen as fast as possible.
5. Increasing content and context of web content: Related to increasing topical relevance, search engines favor contextually relevant content across your site. From a technical standpoint, your content will be calculated against language processing algorithms to determine if what you have on a page and across your entire website should be considered authoritative on your topic of choice.

Content Marketing

1. Consolidate more pages: Search engines respond better to one page that is exceptional than several pages that are average.
2. Create fewer pages: Related to consolidating pages, moving forward we always want to create fewer pages whenever possible. Very often companies are tempted to create new pages every time a new benefit or feature comes up—but search engines prefer less pages and denser content.
3. Enrich content user experience: Not only is quality user experience better for your prospects, industry tests indicate that user experience seems to impact how Google sees the authority of websites.
4. Update important content frequently: If you set the bar with a great piece of content, inevitably your competitors will be trying to beat it. Continually updating and improving your content helps to keep it as relevant and high-quality as possible so you can stay ahead of your competition.
5. Decrease stale content: Similar to creating fewer pages, this is just making sure that what you have on your website is performing. If it’s not, getting rid of it ensures you have a leaner website and you aren’t sending users to pages lacking in relevancy.

SEO Outreach

1. Create more relevant publisher relationships: You always want to be building a strong network of influencers and people in the right places to advocate for your brand.
2. Build best in class content assets that publishers want to link to: Similar to the content marketing focuses, you need to have something worth linking to before you expect any publishers to give you backlinks.
3. Send more 2-step personalized outreach emails to publishers: This is an internal process to make sure that when we’re conducting outreach, it’s not lazy or template based. If you’re sending them something boilerplate they’ll realize it and you’ll burn the opportunity without them even giving you a chance.
4. Send less transactional follow up emails: Related to more personalized outreach, this is another reminder not to send generic follow up emails.
5. Continuously reclaim brand mentions and usage: Anywhere on the web where people mention your brand and don’t link to you is low hanging fruit and an opportunity to reach out for an easy backlink.

Creating an SEO Strategy That Drives B2B SaaS Revenue

SEO can still drive meaningful revenue, but the traditional SEO best practices are no longer effective.

Rather than fighting the changes, you can view it as an opportunity to outperform your competitors by embracing the new reality and implementing a more modern SEO strategy that satisfies both the searcher and search engines.

By understanding where to focus your resources, you have the opportunity to drive results from SaaS SEO strategies that actually increases revenue for your business.

The process of execution requires patience and a long term outlook, but with a proper plan you can chip away at the highest priority items first to give yourself a shot at seeing results sooner than later.

If you’ve been putting in the work to improve your SaaS SEO strategy and your progress has been stagnant or declining, you can schedule a Free SaaS Scale Session to learn more about how we can help you start driving results from your SEO efforts.

PS: If you’re interested in working with our SEO team at Powered By Search, we’re currently hiring a remote Senior SEO Strategist.