Chris Donnelly recently shared something that caught my attention: "If I were a CMO needing more demos in 90 days, I'd ignore all the AI hype... And run this SEO/AEO play to scale inbound instead." That framing is refreshing because it shifts the conversation from shiny tools to repeatable fundamentals that still win: clear intent, focused pages, and fast execution.

Chris pointed to a playbook from Sam Dunning (Breaking B2B) that treats organic search like a pipeline machine, not a branding hobby. I want to expand on that idea and turn it into a practical, 90-day approach you can run if you need demos soon, especially in B2B and SaaS where buying intent shows up in very specific queries.

"Quality matters, but speed is a competitive advantage." - Chris Donnelly

The premise: SEO plus AEO is now the same job

Search is no longer just "10 blue links." Your prospects ask Google, they ask ChatGPT, they ask Perplexity, they ask Copilot, and they still skim comparison pages before they book a call. That is why Chris pairs SEO with AEO (answer engine optimization).

In practice, the overlap is big:

You need pages that match bottom-funnel intent.
You need clear, extractable answers and comparisons.
You need credibility signals (mentions, links, third-party references).
You need conversion-focused UX, not just traffic.

If your KPI is demos in 90 days, your goal is not "more content." Your goal is "more high-intent sessions that turn into booked meetings."

Step 1: Define your money keywords and prompts

Chris summarized this as: map how a dream client searches "when they're ready to speak to sales now." That is the right starting point.

A simple way to think about "money" intent in B2B SaaS:

"best X software/tools/platform"
"X for industry"
"competitor alternatives/pricing/reviews"
"competitor A vs competitor B"

Make it AEO-ready: include prompts, not just keywords

In 2026 search behavior often looks like prompts:

"What is the best [category] for a 50-person finance team that needs SOC 2 and NetSuite integration?"
"Compare [your product] vs [competitor] for onboarding time and total cost."

So when you build your list, capture:

The core query (keyword)
The implied job-to-be-done (why they ask)
The decision criteria (integrations, compliance, pricing model)

Chris also called out a crucial tactic: focus on lower volume and low difficulty at the bottom of the funnel. That is how you rank faster and get leads earlier.

Step 2: Build and upgrade money pages

Chris advised: search your dream keywords, see what content appears, and refresh pages that are on page 1 but not top 3.

That is one of the fastest levers in B2B SEO because you are not starting from zero. If you already rank positions 4 to 10, Google is telling you the page is relevant. It just is not the best result yet.

What to upgrade first (quick-win checklist)

Match the intent precisely ("best" list, "alternatives" roundup, or "vs" comparison).
Add missing decision details: pricing ranges, implementation time, integrations, security.
Improve scannability: tables, clear sections, a TL;DR summary.
Update titles and headers to mirror the query language your buyers use.
Add product proof: screenshots, short demos, metrics, case study snippets.

Step 3: "Blow them out of the water" with better research and positioning

Chris described the approach simply: research top-ranking pages and figure out how to beat them, featuring your product as the solution.

To do this without turning your page into an ad, anchor it in buyer truth:

What objections show up on sales calls?
What causes churn or failed implementations?
What does a successful rollout actually require?

A practical way to beat the top 3

Build "delta content" (the things competitors do not include):

A comparison matrix with criteria that matter (not vanity features)
A "who this is for" and "who should avoid" section
Real workflows (setup steps, time-to-value, common pitfalls)
Plain-English explanations that an AI can quote

If you do this well, you win both humans and answer engines.

Step 4: Most technical work is a waste of time (at first)

Chris made a point many teams need to hear: heavy technical SEO can be distraction until you are operating at massive scale.

For a 90-day demo push, do the basics extremely well:

Focus keyword in URL, title, metadata, and H1
Clean internal linking (especially from high-authority pages)
Fast loading times and stable UX

If your site is slow or messy, you leak conversions even if rankings improve. So treat performance as revenue, not engineering polish.

Step 5: Earn reputation with backlinks and mentions (without a big budget)

Chris said: "Build quality backlinks and brand mentions for £0" by getting featured in podcasts and articles and ensuring they link.

This is classic, but the nuance is: you do not need hundreds of links. You need the right references in your category.

Low-cost authority plays that compound

Podcast guesting focused on your buyers (not generic marketing shows)
Data-led mini studies that journalists can cite
Partner pages and integration directories
Founder POV articles that include a contextual link to the relevant money page

Mentions help SEO, but they also help AEO because answer engines lean on repeated, consistent third-party signals.

Step 6: Speed is your advantage (especially vs incumbents)

Chris called speed a "superpower over slow-moving giants." I agree, and I would add one operational tip: reduce content handoffs.

If every page requires five approvals, your 90-day plan becomes a 9-month plan. A lean workflow often wins:

One owner for content strategy and brief
One subject-matter expert for accuracy
One editor for clarity and conversion
A lightweight legal and brand check only when needed

Publish fast, then improve.

Step 7: Craft pages to convert (not just rank)

Chris highlighted design and UX backed by customer-researched copy. This is where a lot of SEO programs underperform.

Conversion-focused money pages typically include:

A clear above-the-fold promise (who it is for, what outcome it delivers)
Proof near the top (logos, short testimonial, quantified result)
Strong comparisons (why choose you, and when not to)
Multiple CTAs that match readiness ("Book a demo," "See pricing," "Watch 2-minute overview")

Remember: if you win a "best X" query and then force everyone into a demo, you will under-convert. Give options.

Step 8: Great SEO is knowing good B2B marketing

Chris framed this perfectly: leverage sales calls, CS calls, and customer research.

The best "SEO insights" are often already inside your company:

The phrases prospects repeat (use them as headers)
The comparison questions (build "vs" and "alternatives" pages)
The constraints (budget, compliance, integrations) that drive decisions

If you write like your ICP speaks, you create content that ranks and resonates.

Step 9: Keep improving on a 3-month loop

Chris advised revisiting content after three months. That cadence is realistic and powerful.

A simple iteration rhythm:

Week 1-2 after publishing: check indexing, internal links, and CTA tracking
Month 1: refresh based on early SERP movement and on-page behavior
Month 3: expand sections that users engage with, add proof, update comparisons

SEO and AEO rewards consistency. Small upgrades compound.

Step 10: Treat it as an ecosystem, not a channel

Chris ended with a bigger truth: YouTube, LinkedIn, Reddit, and brand awareness all feed SEO success. If people search your brand name more often, click your result more often, and mention you more often, you get tailwinds.

So while your money pages are the conversion engine, your distribution channels are the demand flywheel.

The real win is not "ranking." The win is becoming the default short list.

A simple 90-day execution plan (put it on a calendar)

If I were applying Chris Donnelly's take today, I would run:

Days 1-10: pick 15-25 money keywords and prompts, map to pages
Days 11-30: refresh all page-1-but-not-top-3 pages, ship conversion upgrades
Days 31-60: publish 6-10 net-new money pages (best, alternatives, vs, industry)
Days 61-90: build links and mentions around the pages that are moving, iterate based on data

You do not need hype. You need focus.

This blog post expands on a viral LinkedIn post by Chris Donnelly, Co Founder of Searchable.com | Follow for posts on Business, Marketing, Personal Brand & AI. View the original LinkedIn post →