In a digital landscape cluttered with conflicting SEO advice, Sam Dunning cuts through the noise with refreshingly practical strategies for B2B companies. As the founder of Breaking B2B and host of a popular marketing podcast, Sam joined us to share his no-nonsense approach to generating qualified leads through search.
The “Traffic Trap” Killing Your B2B SEO Results
One of the biggest misconceptions in B2B marketing is that SEO success equals traffic volume. Sam calls this the “traffic trap” – when companies chase high-volume informational keywords like “what is a CRM” instead of focusing on terms that signal buying intent.
“If someone’s searching for something that basic, that informative… they’re not going to want to demo your product,” Sam explains. “They’re not going to want to speak to a salesperson.”
These traffic-heavy keywords might look impressive in reports, but rarely convert to actual sales conversations. Worse yet, Google’s AI overviews now answer many of these informational queries without users ever clicking through to your site.
Money Keywords: The High-Intent Terms That Actually Drive Sales
Instead of chasing vanity metrics, Sam advocates focusing on what he calls “money keywords” – search terms with clear purchase intent:
- Competitor alternatives (e.g., “Proposify alternatives,” “Pandadoc alternatives”)
- Comparison terms (e.g., “Pandadoc vs. Quiller”)
- Industry-specific solutions (e.g., “proposal software for sales teams”)
While these terms have lower search volume, they come with significantly higher conversion potential. “These keywords are much more likely to drive sales calls or signups or demos because a potential client is not searching it on Google for fun or to educate themselves,” says Sam. “They’re searching it because they’re actively interested in investing in the offer.”
The “Blow Out the Water” Strategy That Outranked HubSpot in 50 Days
Perhaps most impressively, Sam shared a case study where he helped a client outrank major competitors like HubSpot in just 50 days. His approach, which he calls the “blow out the water strategy,” involves:
- Analyzing the top 3-4 pages currently ranking for your target keyword
- Identifying gaps in their content structure and depth
- Creating a page that exceeds competitor pages in every possible way
- Ensuring your page resonates with the real problems and needs of your audience
Rather than obsessing over technical SEO elements that matter little for smaller websites, Sam emphasizes understanding your audience’s problems deeply and positioning your solution as the obvious answer.
When NOT to Invest in SEO
Perhaps most refreshingly, Sam isn’t afraid to admit when SEO isn’t the right strategy. For companies creating entirely new product categories where search demand doesn’t exist yet, or for VC-backed startups needing immediate results, other marketing channels may deliver better short-term value.
The truth about B2B buying journeys, as Sam points out, is that they’re rarely linear. A prospect might discover you through a podcast, Google your company months later, follow you on LinkedIn, subscribe to your newsletter, and finally book a call after discussing it with their team.
For sustainable B2B growth, the key is creating an integrated approach where SEO is one component of a broader marketing ecosystem – all focused on generating qualified leads, not just vanity metrics.
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