S5E19 - Build a Profitable SaaS SEO Strategy: Leverage Customer Insights to Drive Sustainable Organic Growth with Sam Dunning

Jan 28, 2025

Sam Dunning, founder of Breaking B2B, shares his expertise in SEO for B2B SaaS companies. He emphasizes that SEO isn't suitable for every business, particularly those needing immediate results. The discussion highlights the advantages of targeting the right keywords and understanding customer insights to drive effective SEO strategies. Mistakes like focusing solely on traffic metrics are addressed, along with optimizing content for better conversion. Dunning also touches on AI's impact on SEO, urging businesses to adapt to changing search behaviors.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

ADVICE

SEO Suitability

Don't use SEO if you need fast results, are in a new market, or lack resources.
Instead, try paid ads, networking, or LinkedIn for quicker growth.

ADVICE

Avoid the Traffic Trap

Avoid the "traffic trap" of prioritizing high-traffic, low-conversion keywords.
Focus on bottom-of-funnel "money keywords" with higher purchase intent.

ADVICE

Leverage Sales Insights

Leverage sales insights to understand customer language and pain points.
Use this to build bottom-of-funnel keywords and content.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

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