The Duct Tape Marketing Podcast with Sam Dunning
In this episode of the Duct Tape Marketing Podcast, I interviewed Sam Dunning, founder of Breaking B2B, an SEO firm specializing in SEO for revenue—not vanity metrics. Sam shares his insights on how small businesses can compete with industry giants in Google rankings by focusing on B2B SEO strategies that drive organic traffic and real conversions.
We discuss the dangers of falling into the “traffic trap”, where businesses chase high-volume keywords that don’t convert, and instead explore long-tail SEO tactics, strategic keyword research, and the role of AI in SEO. Sam also shares practical techniques for competitor SEO analysis, leveraging on-page and off-page SEO, and adapting to Google search updates to maintain visibility.
If you’re tired of seeing competitors outrank you in search, this episode is packed with actionable strategies to help your business dominate Google rankings and drive revenue.
Key Takeaways:
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Avoid the Traffic Trap: Prioritize keywords that drive inbound leads over vanity metrics. Focus on search engine optimization that brings paying customers, not just clicks.
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Use Long-Tail SEO to Compete: Instead of targeting high-competition terms, optimize for landing pages SEO with niche-specific keywords that align with customer intent.
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Maximize EEAT for Authority: Build trust and credibility through technical SEO, backlinks, and authoritative content that aligns with Google’s EEAT framework.
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Adapt to AI and Google Search Changes: Stay ahead of Google AI overviews and algorithm updates by creating high-value, user-focused content.
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Leverage Local SEO & Competitive Analysis: For service businesses, local SEO is critical. Optimize Google Business Profile, target location-based keywords, and analyze competitors’ weaknesses to rank higher.
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Invest in SEO Strategy, Not Shortcuts: SEO is a long-term game. Avoid SEO mistakes like low-quality backlinks and keyword stuffing. Instead, build a sustainable SEO content strategy that drives consistent business growth.
Chapters:
- [00:09] Introducing Sam Dunning
- [00:31] Approach to SEO Strategy
- [03:42] SEO Isn’t for Every Business
- [06:21] SEO is a Long-term Game
- [08:53] Your Marketing Niche
- [13:00] Google Search vs AI Search
- [15:24] SEO and Local Search
- [18:46] Where to Start with SEO
More About Sam Dunning:
Check out Sam Dunning’s Website
Connect with Sam Dunning on LinkedIn
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