Building B2B Authority by Winning “What Is” Snippets
A B2B SaaS provider in the competitive FinTech (Financial Technology) space.
Challenges We Faced
B2B clients must build trust and authority, but this client was invisible in answer boxes:
Low Brand Authority
Google did not recognize the brand as an expert, so it never used their content for answers.
No Featured Snippets
Competitors held all the “what is [industry jargon]” and “how to [solve problem]” snippets.
Poor Content Structure
Blog content was written as long-form essays, lacking the concise, “answer-first” structure needed for AEO.
Disorganized Content
Articles were published as standalone pieces, failing to create the “topic clusters” that Google loves.
Low Lead Generation
Informational content attracted traffic but failed to convert visitors because it didn’t establish clear authority.
Become the Authority in Your Niche
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Our Approach – How We Solved These Challenges
Semantic Content & Topic Clustering
Re-architected the entire blog, organizing dozens of articles into “topic clusters” around central “pillar pages” (e.g., “What is Financial Compliance?”).
Featured Snippet Optimization (Paragraphs)
Identified all high-value “what is” and “why is” queries.
Restructured the beginning of every blog post with a concise, 40-60 word “answer-first” paragraph to make it easy for Google to snippet.
Off-Page SEO (Building Authority)
Executed an ethical link-building campaign to acquire backlinks from other high-authority FinTech sites, signaling to Google that the client was a trusted expert.
Knowledge Graph & Entity SEO
Optimized all company profiles (LinkedIn, GMB) and used Organization schema to help Google recognize the brand as a trusted “entity” in the FinTech space.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Featured Snippet Wins (“What is…”) | 5 | 72 | +1340% |
| Organic Traffic | 9,000/mo | 24,000/mo | +166% |
| Conversion Rate (MQL) | 1.0% | 2.5% | +150% |
Free AEO Consultation
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Advice for Marketers & Brand Owners
- In B2B, AEO is about building E-E-A-T (Expertise, Authoritativeness, Trust). Your answers must be expert-led.
- Build topic clusters, not just standalone blog posts, to show Google your topical breadth.
- Place the answer at the very top of your article (the “answer-first” or “inverted pyramid” method).
- Don’t neglect off-page SEO; Google won’t quote you as an answer unless it trusts you as an authority.
Extra Factors That Made It Work
- A deep focus on establishing E-E-A-T signals both on-page and off-page.
- A comprehensive “answer-first” content restructuring plan for over 100 legacy blog posts.
- Building semantic topic hubs from scratch to prove expertise.
