Most marketers still obsess over Google blue links. We’re here to show why that’s yesterday’s game.

We sat down with SEO legend Sam Dunning to unpack the new frontier of search: LLM SEO (aka Generative Engine Optimisation). Sam reveals a repeatable 90-day plan that gets your brand cited - not just ranked - inside ChatGPT, Claude, Perplexity and Google’s AI Overview.

You’ll hear the exact tactics small teams can use to out-manoeuvre enterprise giants: think listicle “cheat codes”, brand-mention campaigns, and Reddit seeding that LLMs love.

Tune in and learn:

+ Zero-click search - why clicks are disappearing and how to adapt

+ Brand mentions are better than backlinks - the new authority signal LLMs crave

+ 90-day sprint - ship pages, listicles and PR faster than big brands

This episode is a must-watch if you need organic search to drive pipeline (not vanity traffic) in 2025 and beyond.

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🔗 Links + CTAs

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🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school

🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course

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📚 Latest content: https://theb2bplaybook.com/

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00:00 AI vs SEO: Why This Matters Now

01:40 The Biggest Search Shake-Up in 10 Years

03:10 Enter the Zero-Click Era

04:35 Is Google Still Worth Chasing?

06:20 Should You Stop “Traditional” SEO?

08:05 How to Optimise for LLM Search

09:55 Solution-Aware Content That Wins

11:25 LLMs Don’t Rank Pages—They Chunk Them

13:05 Brand Mentions: The New Backlink

15:40 Listicles: Your AI Cheat Code

18:20 Build Detailed Use-Case Pages Fast

21:05 Early-Mover Advantage (Act Now)

23:30 Reddit & Quora: Secret SEO Weapons

26:10 Tracking the Un-Trackable in AI Search

29:55 The 90-Day Playbook to Beat Giants

33:35 Speed & Experimentation = Moat

40:10 Creative Tactics + Close

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👥 Are you a B2B marketer in a small team??

💰 Need to bring in more revenue for your company (so sales and your boss love you??)

Get the:

🔹 strategy

🔹 templates

🔹 tools

So you have everything you need to drive more revenue for your brand.

See why other B2B marketers like you love The B2B Incubator

https://theb2bplaybook.com/demand-generation-course

S07 E190 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #b2bsaas #seo #AISEO