The Duct Tape Marketing Podcast
How to Outrank Big Competitors in Search
Mar 19, 2025
Join Sam Dunning, the founder of Breaking B2B and an SEO expert, as he shares insights on outranking big competitors. He emphasizes the importance of targeting revenue-generating keywords over mere traffic, warning against the 'traffic trap.' Sam explains why SEO is a long-term commitment, particularly for small businesses, and debunks myths about its decline in an AI-driven world. He also offers practical tips for effective local SEO and discusses how podcast appearances can boost visibility and enhance backlink strategies.
26:53
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Quick takeaways
- Focusing on long-tail keywords allows businesses to compete effectively against larger companies while attracting qualified leads ready to convert.
- SEO is a long-term strategy that requires consistent effort and investment, making it essential to set realistic expectations with clients.
Deep dives
SEO for Revenue, Not Vanity
Many businesses fall into what is termed the 'traffic trap,' focusing on high-traffic keywords that do not convert into leads or sales. This occurs when companies chase informational searches that generate significant clicks but fail to target potential customers ready to make a purchase. Instead, a more effective strategy emphasizes ranking for terms that align with the prospective buyers' real needs and problems, leading to higher conversion rates. Businesses gain more by concentrating their SEO efforts on keywords related to their ideal client's search intentions and specific pain points, ultimately driving qualified traffic that results in revenue.
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