B2B SEO Strategies for Websites and Demand Captures
Dots Oyebolu speaks to Sam Dunning, Sales Director and Co-Owner of Web Choice, about driving measurable demand using SEO, website performance and strategic content development. Sam shares how B2B companies can unlock bottom-of-funnel results, improve lead quality and build brand equity — all through smarter organic strategies. He also discusses the shift toward zero-click content, his approach to gated versus ungated assets and how to build out content engines that work long after publishing.
Key Takeaways:
(00:00) Introduction.
(06:33) SEO is more than traffic — it strengthens all GTM channels.
(12:45) Start with high-intent search terms from in-market buyers.
(16:27) Use sales and success teams to identify content themes.
(18:48) Zero-volume keywords can still signal strong buying intent.
(21:39) Niche terms outperform broad keywords in B2B SEO.
(24:00) Review top pages and one-up competitors with richer detail.
(26:54) Gated content blocks SEO unless it's highly valuable.
(27:18) Focus content on bottom-funnel terms to drive conversions.
(31:00) Social proof builds trust and reinforces content performance.
(35:03) Podcast guesting is a powerful PR and backlink strategy.
Resources Mentioned:
Sam Dunning
https://www.linkedin.com/in/samdunning/
Web Choice | LinkedIn
https://www.linkedin.com/company/web-choice-uk-ltd/
Web Choice UK | Website
https://www.webdesignchoice.co.uk/
Insightful Links:
https://www.leadfeeder.com/blog/demand-generation-tactics/
https://firstpagesage.com/seo-blog/b2b-saas-seo-best-practices-for-2023/
https://www.blendb2b.com/blog/the-best-b2b-demand-generation-strategies-for-2023
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