Author: Caleb Hester

Caleb Hester is the founder and owner of Skyfield Digital, bringing nearly a decade of hands on experience in SEO and digital marketing. He specializes in building search strategies that drive long term visibility, qualified traffic, and measurable growth. Caleb’s approach blends technical SEO, content strategy, and real world business insight to help brands compete and scale in increasingly competitive markets.

Measuring Portfolio ROI: How Modern B2B Brands Track Search Value Beyond Clicks

Computer screen showing rows of performance data and metrics for tracking search results

Quick Answer TL;DR Clicks capture a shrinking share of what search does for a B2B brand. Buyers shortlist vendors before they talk to sales, and AI answers resolve more questions without a visit. Measure portfolio ROI with a four-layer search value ledger: click value, assisted value, visibility value and pipeline value, reported the same way […]

How B2B Buyers Use ChatGPT to Pick Software, and How to Make Sure You’re Recommended

Laptop displaying an AI chatbot interface used to research and compare software

Quick Answer TL;DR B2B software buyers now start in AI chatbots, and a recommendation changes who gets considered. ChatGPT credits a recommended tool’s own website only about 12% of the time, so being recommended depends on what other sources say about you. To get recommended, publish fair comparison pages in list and table form, earn […]

Why Traditional B2B SEO Strategy Is Failing (And What to Do Instead)

Black laptop displaying the Google search page

Quick Answer TL;DR Traditional B2B SEO is built to win traffic from broad keywords, but B2B buyers form a shortlist before they contact anyone, and AI answers now resolve many early questions without a click. Five assumptions break: chase the biggest keywords, publish more top-of-funnel posts, build links by volume, write for one persona and […]