SEO teams know the βcrocodileβ all too well: impressions rise, clicks fall, and the graph starts to look like the profile of a very hungry reptile.
But for B2B executives who do not live in Google Search Console every day, the pattern can be confusing, alarming, and easy to misread.
In this episode of B2B Marketing Pint, Brian and Brendan welcome Adrianna Shukla, a demand gen leader with deep experience scaling marketing engines, to explain what the SEO crocodile really means, why it matters, and what marketing leaders should do about it.
The conversation moves past panic and into practical action: how AI Overviews, ChatGPT, Gemini, Perplexity, Claude, and other answer engines are changing buyer behaviour; why page views alone no longer tell the full story; and how to focus SEO reporting on pipeline, engaged visits, branded search, and conversion quality.
Adrianna also tackles one of marketingβs most stubborn myths: that better SEO always means creating more content. Her advice is sharper: fix what you already have, structure it clearly, answer real buyer questions, and make it easier for both humans and AI systems to understand.
Grab a pint and learn how to wrestle the SEO crocodile without losing sight of what matters most: qualified buyers, better intent signals, and revenue impact.