Did AI actually kill SEO? Or are recent traffic drops for sites like HubSpot a sign of something else entirely?

In this episode, we’re joined by Sam Dunning, founder of Breaking B2B and a leading expert on search strategy, to unpack what’s actually happening in the world of SEO. We talk about how AI overviews are changing the way people find information, and what it all means for marketers and revenue teams.

Sam shares when SEO still makes sense, when it doesn’t, and what to focus on if you want to drive real pipeline today. We also dive into AI-generated content, the role of brand in LLM-driven search, and how to build a practical keyword strategy that works in 2025.

(00:00) - Introduction
(01:58) - Did AI kill SEO?
(06:17) - When SEO doesn't make sense
(10:05) - Does SEO still take forever to build?
(12:24) - Should we just generate AI content?
(15:39) - Buidling a Money Keyword Matrix
(22:20) - Who should own the matrix?
(24:45) - Quicker vs longer strategies
(29:07) - Old school SEO in a world of LLMs
(34:08) - Brand builders have a step up
(36:21) - Common LLM hacks
(43:00) - Measuring SEO in a world of LLMs
(48:24) - Nothing's changed. Everything's changed.
(50:29) - Wrapping up

Did AI Kill SEO? (with Sam Dunning from Breaking B2B)