Every month, we pull patterns from the SEO work we’re doing across multiple B2B teams. Here’s what stood out in September.
1. Login traffic is noise, not demand
Several clients had branded queries, such as “[company] login,” landing on the homepage. The login page was ranking well, but its title in the SERP looked too similar to the homepage’s, so users bounced around trying to find the right spot.
Takeaway: If login traffic is landing on your homepage, fix the title tag on your login page so it’s unmistakably clear.
2. Seasonal posts can be internal linking opportunities
A post on Halloween team activities started picking up steam again. It’s not a conversion piece, but it gets traffic. Instead of scrapping it, we added a related line about one of the company’s focuses and used it to link into more strategic content.
Takeaway: Don’t kill seasonal posts that rank. Add context, add links, move on.
3. LLM traffic is growing, and it’s engaged
We’re seeing a steady uptick in traffic from ChatGPT, Gemini, and Perplexity. ChatGPT drives most of it, but all three are now showing up in analytics. The volume is still small, but the users are engaged. This isn’t just visibility like AI overviews. These are real sessions with people sticking around.
Attribution is still fuzzy. This isn’t about visibility. It’s traffic that actually lands and sticks. The behaviour signals are strong, and the trend is upward.
Takeaway: LLM traffic is early but real. Start watching it now so you’re not guessing later when leadership asks.
4. Evergreen content is still doing the heavy lifting
Across a few programs, we saw older posts continue to rank for broad, non-branded terms. They’re driving steady traffic but often lack updated context or internal links that connect them to deeper product content.
Takeaway: If top-of-funnel pages are still performing, don’t leave them isolated. Add internal links, refresh the content where it matters, and guide readers to the next step.
5. Internal linking is still underused
This came up more than once. Posts are ranking, but they’re not helping newer content get visibility. No links out, no context added after launch.
Takeaway: Internal linking isn’t a nice-to-have. It’s one of the fastest ways to build momentum. Every top post should help pull up two or three more.
September did bring a core update, but most of the movement we saw was seasonal, not structural. Branded traffic dipped in a few spots, but rankings held steady. The teams making real progress weren’t chasing trends. They were tightening internal links, building out relevant content, and letting proven pages keep working.
Want to know what’s quietly working on your site, or where you’re leaving opportunity on the table? Just reply or book a quick call.