183: B2B SEO That Actually Drives Sales: Money Keywords & No-BS Strategies with Sam Dunning

Is SEO really dead? Not even close. But many B2B companies fall into the same traps: chasing traffic that doesn’t convert, relying on outdated strategies, or focusing on technical SEO that barely moves the needle.

In this episode, Sam Dunning breaks down how to make SEO actually generate sales, not just traffic. He shares his "blow out the water" strategy that helped him outrank HubSpot in 50 days, the dangers of the "traffic trap," and why SEO timelines of 6-12 months aren't always true.

What You’ll Learn:

• The myth of "SEO is dead"—and why some want you to believe it
• Why high-volume keywords often fail for B2B companies
• How to identify money keywords that bring in real sales calls and revenue
• When SEO isn't the right strategy for your company
• Why technical SEO is often a waste of time for smaller B2B sites
• How SEO fits into the messy, multi-channel B2B buying journey
• Content strategies for tackling competitive keywords

Expert Insights & Strategies:

• Stop chasing vanity metrics—focus on search terms buyers actually use
• How to reverse-engineer top-ranking competitor pages to rank faster
• Why SEO doesn’t always take 6-12 months—how to see results in as little as 90 days
• How to build landing pages that rank well and convert visitors into customers

Timestamps:

[00:00:12] The myth of "SEO is dead"
[00:01:42] The traffic trap: B2B’s biggest SEO mistake
[00:05:04] Why SEO doesn’t always take 6-12 months
[00:07:41] When SEO isn’t the right strategy for B2B
[00:10:15] Money keywords: The terms that actually drive revenue
[00:12:47] Case study: Outranking HubSpot in 50 days
[00:17:18] Why technical SEO is overrated for small B2B sites
[00:21:18] Smart strategies for ranking in competitive spaces
[00:24:36] How SEO fits into a multi-channel B2B strategy
[00:32:45] Sam’s journey building the Breaking B2B podcast
[00:38:27] The viral “Ask The Public” LinkedIn series

About Sam Dunning

Sam Dunning is the founder of Breaking B2B, an SEO and content agency that helps B2B SaaS companies generate qualified leads through search. He hosts the Breaking B2B podcast and is the creator of the popular "Ask The Public" LinkedIn video series, where he interviews random people on the street about marketing.

Connect with Sam

🔗 LinkedIn: Sam Dunning
🎙️ Podcast: Breaking B2B
🌐 Website: breakingb2b.com

No Hacks is a podcast about web performance, technical SEO, and the agentic web. Hosted by Slobodan "Sani" Manic.