B2B SEO Strategies for Websites and Demand Captures

Dots Oyebolu speaks to Sam Dunning, Sales Director and Co-Owner of Web Choice*, about driving measurable demand using SEO, website performance and strategic content development. Sam shares how B2B companies can unlock bottom-of-funnel results, improve lead quality and build brand equity — all through smarter organic strategies. He also discusses the shift toward zero-click content, his approach to gated versus ungated assets and how to build out content engines that work long after publishing.Key Takeaways:(00:00) Introduction.(06:33) SEO is more than traffic — it strengthens all GTM channels.(12:45) Start with high-intent search terms from in-market buyers.(16:27) Use sales and success teams to identify content themes.(18:48) Zero-volume keywords can still signal strong buying intent.(21:39) Niche terms outperform broad keywords in B2B SEO.(24:00) Review top pages and one-up competitors with richer detail.(26:54) Gated content blocks SEO unless it's highly valuable.(27:18) Focus content on bottom-funnel terms to drive conversions.(31:00) Social proof builds trust and reinforces content performance.(35:03) Podcast guesting is a powerful PR and backlink strategy.Resources Mentioned:Sam Dunninghttps://www.linkedin.com/in/samdunning/Breaking B2B | LinkedInhttps://www.linkedin.com/company/breaking-b2b/Breaking B2B | Websitehttps://www.breakingb2b.com/Web Choice UK | Websitehttps://www.webdesignchoice.co.uk/Insightful Links:https://www.leadfeeder.com/blog/demand-generation-tactics/https://firstpagesage.com/seo-blog/b2b-saas-seo-best-practices-for-2023/https://www.blendb2b.com/blog/the-best-b2b-demand-generation-strategies-for-2023 *Since recording the interview, Sam Dunning has changed companies and is now the Founder of Breaking B2BThanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation. We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds