Want to build a profitable SaaS SEO strategy and leverage customer insights to drive sustainable organic growth? Are you unsure whether SEO is right for your business? In this episode of the Grow Your B2B SaaS Podcast, host Joran Hofman sits down with Sam Dunning, the founder of Breaking B2B, to explore the world of Search Engine Optimization (SEO). Sam shares his expert insights on why SEO might not be the best fit for every company, particularly in the B2B SaaS sector. He stresses the importance of not rushing into SEO if your company is under pressure to deliver quick results, as SEO is a long-term strategy that requires time, resources, and dedication. Timestamp

(0:48) - Episode Introduction: Meet Sam Dunning
(1:21) - Guest Welcome: Sam's Career Journey
(1:32) - What is SEO? Explained for SaaS and B2B
(2:30) - Importance of SEO vs. Paid Ads
(3:36) - Gains of SEO: Evergreen Effect and Funnel Stages
(4:11) - Long-term Gains: SEO vs. Paid Ads
(4:24) - When to Use SEO: Good Fit for Companies
(5:37) - Scenarios Where SEO is Not Ideal
(6:47) - Market Demand and Resources for SEO
(7:02) - Not for Everyone: Quick Results and Resources
(7:18) - Channel Testing: Commitment to Quarters
(7:30) - Common Mistakes in SEO: Traffic Trap
(8:41) - Informational Keywords and AI Impact
(10:00) - Focus on Bottom Funnel: Money Keywords
(10:43) - Mistake: Focusing on Traffic Metrics
(11:41) - Strategy: Start with Bottom of Funnel First
(14:02) - SEO for SaaS: The Right Approach
(15:08) - Leveraging Sales Insights for SEO
(18:22) - Assessing Intent: Researching Keywords
(20:05) - Quick Wins in SEO: Competitor Keywords
(21:16) - Content Strategy: Landing Pages and Gaps
(22:17) - FAQs for SEO: Addressing Objections
(24:16) - SEO Optimization: Technical Basics
(25:25) - Publishing Mindset: Speed over Perfection
(26:35) - Link Building Strategies: Earned Links
(28:08) - Podcasting for Backlinks and Audience
(29:17) - Content Clusters: Topic Authority Debate
(30:48) - Building Backlinks: Strategies for SaaS
(34:37) - Measuring ROI in SEO: Leading Indicators
(36:08) - Conversion Points: Demos and Sign-ups
(37:10) - SEO Challenges: Publishing Speed and Resources
(39:34) - AI and SEO: Future Implications
(41:50) - Advice for SaaS Founders: Growing to 10K MRR
(44:23) - Scaling to 10M ARR: Systems and Channels

Bonus: Pope Francis joins U.S. immigration debate