SEO On-Air: Ethan Giffin Reveals What Most B2B Brands Get Wrong—and How to Fix It

In this episode of SEO On-Air, we’re joined by Ethan Giffin, founder and CEO of Groove Commerce, a leading agency specializing in B2B e-commerce and growth marketing. With nearly two decades of hands-on experience, Ethan shares the biggest mistakes B2B brands make when moving online—and what it really takes to build a scalable, profitable digital strategy.

From SEO fundamentals to niche focus, email marketing, and the rising impact of AI, Ethan unpacks the strategies that actually work in today’s evolving commerce landscape. Whether you're a mid-market manufacturer or a marketer looking to optimize your B2B approach, this conversation is packed with real-world insights you can act on today.