SEO Can't Die and Won't Die | E91 with Sam Dunning

Why have so many leaders written off SEO as “dead”? 🤔 Whether it’s the rise of AI search, fears of fierce competition, or painstaking boardroom battles over budget, the rumour mill keeps churning. But if your ideal buyers still Google for solutions—or even ask ChatGPT—you can’t afford to ignore it.

In this episode, we’re joined by Sam Dunning, founder of Breaking B2B and host of the Breaking B2B podcast, to explain why SEO isn’t dying—it’s just evolving. Sam shares the unconventional, revenue-focused playbook that’s working today for B2B and SaaS marketers.

We get into:
 ✅ Why “SEO is dead” misses the mark for most B2B & SaaS businesses
 ✅ How to decide if SEO fits your ICP, runway & resources
 ✅ The two quick-win page types that can rank in 30–60 days
 ✅ Niches, “offer + industry” and “alt vs” pages: long-tail goldmines
 ✅ Why one-and-done SEO is a fantasy—and what a revenue-driven strategy looks like
 ✅ How to win stubborn C-suite buy-in (or quietly prove ROI yourself)
 ✅ Brand mentions, structured data & AI search: ranking on ChatGPT, Perplexity & more
 ✅ Crafting top-of-funnel “jobs-to-be-done” content that truly converts

If you’re tired of SEO obituaries—or you’ve been guilty of underinvesting in search—this one’s for you.