In this episode of E-Coffee with Experts, we chat with Sam Dunning, Founder of Breaking B2B and host of its namesake podcast, about why most B2B SEO strategies fall flat in 2025 and what actually works now.

Sam shares why chasing traffic doesn’t equal growth, and how focusing on low-volume, high-intent keywords can bring in real leads. We also dive into how AI and tools like ChatGPT are shaking up search, and what you need to do to keep up.

Plus, Sam reveals how his podcast went from a side project to a lead-gen machine, why link building still matters (but not how you think), and how to build visibility in long B2B sales cycles.

If you're a founder or marketer trying to turn SEO into revenue, this one's full of straight-up gold.

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https://www.digitalwebsolutions.com/

In this episode, we discuss:

00:00 - 00:30: Meet Sam Dunning from Breaking B2B

00:30 - 01:20: How Sam got into SEO and marketing

01:20 - 02:15: What Breaking B2B helps clients with

02:15 - 03:30: Why most B2B SEO fails (and how to fix it)

03:30 - 04:25: Starting a podcast… and doing it all wrong

04:25 - 05:30: How he turned his podcast into a lead-gen engine

05:30 - 06:40: Niching down: best decision Sam ever made

06:40 - 07:50: B2B mindset shifts vs. B2C

07:50 - 09:00: The “money keywords” SEO strategy explained

09:00 - 10:10: Why traffic is different from leads (and what to focus on)

10:10 - 11:30: Is SEO dead? Sam’s take on the future

11:30 - 12:45: Ranking in LLMs like ChatGPT and Bing

12:45 - 13:55: Link building in 2025: still worth it?

13:55 - 15:00: What AI means for your website traffic

15:00 - 16:20: Why brand mentions matter more than ever

16:20 - 17:30: Advice for aspiring agency founders

17:30 - 18:40: Sam’s final tips for young marketers

 Connect with Sam Dunning

 https://www.linkedin.com/in/samdunning/

 https://www.breakingb2b.com/

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