#487 How to Scale Any SaaS Company With YouTube & SEO

Sam Dunning: There's sectors, categories, solutions where SEO and AI search is an awesome fit. And then on the flip side, like many things, there's times and places where it's not a good fit.

Host: There are a lot of different sets SaaS marketing strategies out there in 2026 about LinkedIn ads, SEO, founder led marketing, outbound sales, podcasting, all of the different stuff. So you might be thinking, what should I actually do? What should I put my energy and focus and resources into? Well, today I'm joined by Sam Dunning who's running over 40 SaaS, uh, companies, SEO engines and also myself, where at KS Media we are running over 40 B2B YouTube channels. Throughout all of this we've seen exactly how SaaS companies are making YouTube and SEO work for their business and turned it into a consistent, reliable and compounding marketing engine. So in this video we'll explain exactly what you should be doing in order to scale your SaaS company with YouTube content. And with SEO and A O content. Let's dive in. So Sam, why should SaaS companies even focus on something like, let's say SEO?

Sam Dunning: Yeah, I'll uh, start with something a bit weird in the sense that probably not every SaaS company or SaaS business should. There's sectors, categories, solutions where SEO and AI search is an awesome fit. And then on the flip side, like many things, there's times and places where it's not a good fit, so starting where it's not. Quite often, especially newer SaaS companies, we speak to a bunch of founders each and every week in when it's not a great fit is one is if you're playing in a brand new category. What I mean by that, well, if your solution is not known by the general public, AKA you're creating something that is a brand new offer, brand new piece of tech, a brand new piece of software. And the reason that is difficult or not recommended by us to start with SEO is because folks aren't searching for it. They're not looking up on LLMs, AI search or Google Organic, reason being they don't know uh, it exists. So I always say SEO is best placed or AI search is best placed as a demand collection channel. So if you actively have your target prospects, your dream clients, searching for your type of software, comparing options, looking for a problem you solve, looking for a use case and much, much more, then it's awesome. But if it's something brand new folks don't actually know exists, then there's a lot of other marketing channels. We can talk about that in a second. Um, and of course there's, there's many other benefits to it. So especially if you're selling high average contract value software solutions, it's rare that someone will Google something, search something on ChatGPT or Claude, maybe see your brand recommended runs, suddenly grab a demo and then buy your stuff. Especially if it's kind of 20k, 30k, 50k plus ACV. Um, and it's building up that kind of mindshare play as well as being able to add that benefit of collecting that demand. I mean that's a couple that come to mind straight away. Of course there's many more we can dig into.

Host: Yeah, exactly. I mean I really, really agree with this. What I've been seeing is that SaaS marketing really comes down to having your potential clients spend time with you, with your company, and that this is what will lead to them making a decision of actually going with your product. And the way you can do that is of course through blog posts, through YouTube videos. Like people need to spend time with you, research you, get your content, consume that, and really that will be that level of trust where as you said with high ACP products, this is what needs to happen before a buying decision gets made there. And this is what will build that trust. Uh, have them do that research and just really build that level of rapport with your company where they are comfortable of going forward with your service. I also would add that with stuff like SEO and with stuff like YouTube videos, it's something where if you're doing it consistently, it builds upon itself and just compounds over time. A lot of marketing strategies, you know, paid ads, outbound sales is just like you're doing it, you're burning through either your leads or your budget and, and you're hoping that you will make an ROI. Where as with YouTube, with SEO, you're constantly putting in effort in order to just make it compound. And over time as you're doing it more and more, it becomes actually easier and easier on YouTube, you're getting more and more views, you're getting more and more subscribers, you are getting more and more people just getting familiar with you. And of course this makes it easier to grow an audience with SEO. Uh, you know, you obviously know this better than I do, but you're building links, uh, in the background, you're building that familiarity with Google, uh, and that authority in your site, all of that stuff. So I think it's over the long run it's always like a better strategy to focus on marketing channels like this in my opinion. Uh, so that's why I think this sort of combo is really powerful.

Sam Dunning: Real quick, are you tired of seeing competitors above you in Google's organic search results and AI search? Every time dream clients are searching for your solution, your software, uh, comparing vendors or looking for problems that you solve, meaning those competitors are stealing traffic, mindshare, pipeline and revenue just because they invested in an SEO program. We fixed that at breaking B2B with an unusual approach to SEO and content marketing for B2B and SaaS companies. Why not book a call to see if we can start driving pipeline and revenues as quick as 90 days with our, uh, different approach. Head over to breaking b2b.com to grab a call. I look forward to chatting to you soon. Back to the episode.

Host: But yeah, let's, let's dive into the actual like playbooks and strategies. So let's start with SEO. Like what do companies need to do first when they want to build an SEO engine? Or we can also talk about aeo because those two things are right now pretty, yeah, go together.

Sam Dunning: Oh, for sure, for sure. And a lot of SEO carries through to, uh, AI search and optimization. So probably I think we might be on a similar page. But let's see. I still believe that Nothing sensible in B2B marketing or SaaS. Marketing starts without knowing your dream client. So actually doing the going back to basics and doing real customer research. And when I say this, I don't mean flicking over a survey to, uh, 20 of your clients, checking a few tick boxes and hoping for the best with some of those results. I mean actually digging into things like sales calls, customer support calls, success calls, transcripts, all that juicy stuff. In fact, our own onboarding format. Breaking B2B is way less about SEO, but more about the dream client and their problems. Why they choose you differentiate as the market and all that good stuff. So really digging into things like who specifically is the target audience, the main industries and verticals they reside in. What type of customers bring you the most profitability? Why do they choose you over competitors? What are the competitors they evaluate before deciding on you? Um, why did they nearly not go with you? And what that tipping point, the actual words they use to describe kind of your offer, your solution, the top three pain points that they, they tend to experience when they start seeking out solutions like yours, all those kind of, kind of juicy nuggets and anything they can share around internal jargon. They use words to describe their problems, their offer, uh, their motivations. Basically all these insights we can get from the initial kind of struggling moment right through to them eventually signing to you to know everything in between as well as any information you've got around competitors, battle cards, insider information. So you can basically put this into the beauty of where we are today is we can build these GPTs which actually be t we can build claw projects and we can build our own knowledge base. So when it comes to kind of a couple steps down, actually building out content pages, blog posts and much, much more, we can simply pull from this knowledge base that has everything that we need to know about our dream clients. So we can not m only kind of rank or be recommended in ChatGPT and Google and such like, but we can also really resonate with our dream clients, problems, goals, jobs to be done. And this is really going to inform not just our content, but our keyword research, our prompt research, of course, the content strategy and way, way, way beyond. And especially like we talked about, if we're selling high ticket solutions, not kind of 20 bucks a month software, but something perhaps a lot higher ticket, folks are going to want to make sure that we really kind of understand their world, their issues, their frustrations, their problems, their goals, their motivators and beyond. And that's why kind of putting all those pieces together, doing that research up front is not just good for SEO, but it's just good for general SaaS marketing. Whether that's like say YouTube ads, LinkedIn, organic. Having this together is just a useful resource that you can pull from as and when and something you should keep building on. Uh, each week, each month.

Host: Yeah, we're pretty much on the same page. Like I also think that, yeah, no matter what platform you're focusing on, on what SaaS marketing strategy you're focusing on, it will always come first to just understand your client and as you said, map out all those pain points that uh, you face, the desires that you get a app, get your users, etc. And just really have a deep knowledge there. I will add with YouTube specifically, what we've been really seeing work well when it comes to that first sort of creating the strategy. That phase is really not over complicated. Like once you know who you're targeting, the only thing that you have to do really when it comes to YouTube is just looking at, okay, what are those people actually looking for in YouTube? Like how can you get in front of them? What are they actually interested in, what are they searching? What is the content that is already working well in that nation is already performing well. Of course YouTube has a search aspect also YouTube has a recommendation aspect. So there's an Algorithm, just like let's say on LinkedIn. You know, LinkedIn is not really a search based platform, it's more of like a uh, recommendation platform. YouTube is both like it's both a search and there's also home tab where you know, videos get recommended, etc. And depending on like what niche you're in, you might target more search based terms more or you might target more of like this algorithmic, uh, recommendation based uh, algorithm and videos more. But regardless of that, you just want to figure out, okay, uh, who are these people that are on YouTube? That is my async and just what are they looking for? And then serve that demand and that's it. Of course there's a lot more that goes into after that, but that's always the key sort of philosophy that we have. But yeah, let's say you figure that out. You have the initial strategy in the case of SEO, uh, what is the next step, like what companies have to pay attention to as they figure out who they're actually targeting?

Sam Dunning: Yeah, yeah, yeah, good stuff. So I think there's a lot of crossover, especially with what you've just shared and what I'm going to go into in a sec. So once we've got all our custom research in play and we've built that knowledge bank that we can pull from as and when and we're going to continually add to and the beauty of where we're at now as well is a bunch of our clients use MCP servers. So they're actually using cool recorders like Fathom to feed into an MCP server to feed into like a Claude project. And we've just started doing this at breaking B2B because we've got like 800 plus sales discovery calls. Each sales discovery call can feed into that knowledge base and we can constantly pull from that like our customers pain points helps with uh, our founder brand content, our content on LinkedIn, our blog posts and landing pages and more. So there's a lot of tech to help you with that and kind of lower that lift. So once we've got that knowledge then we'd like to build something called a uh, money keyword or money prompt matrix. And the whole crux of this exercise is to work out what that 3 to 5% of your dream clients are searching on Google or LLMs, not when they're messing around or information gathering, but when they actively need your solution or right now. So we can collect that demand, start driving sign ups, leads, book calls, demos, whatever. Our main conversion point is for our B2B company or SaaS company. So I usually I'll give you the high level of this, but there is a much more detailed version you can do. I usually split it into like fire up something like a Google sheet or you can do something more detailed if you wish. But usually I start with a Google sheet and I'll get together. If I'm the founder of the business, I'll probably know all this stuff. But if, if I don't know everything about sales, customer support and success and marketing, then bring in those members of the team as you need. And then there's four main columns. So column one is every way a uh, prospect can refer to our offer, our solution. Column two is every industry we serve best. Column three is our main competitors and column four is our dream clients, struggling moments, problems or jobs to be done. So to give you a quick example of how this looks in real life, if we were say a proposal software company like we were at proposify, column one, what's every way someone can refer to their solution? It would be something like proposal tools, appraisal software, proposal platforms, best proposal tools, best uh, quoting software, all that kind of stuff every way. Number two, industries they serve best. So dig into your CRM data. What are the customers that you've historically sold well into? Industries that uh, continually buy from you. They have the problem you solve, they motivated to solve it. Most importantly they have cash to easily invest in your offer. So they're worth targeting. So it could be education, fintech, hr, ah, finance, sales. What is your oyster? You know the industry is better than mine. Dig into the data. Where have you sold previously? Number three competitors that constantly come up on sales calls or that you get sliced and diced against. So, so in the proposal software world that'll probably be PandaDoc get accept. There's a bunch of other quoting softwares that kind of list out all those other competitors that come up almost m to a frustrating level. And then the fourth and final one is your dream clients jobs to be done. So this is when the customer research comes into play, those expensive problems. So it might be things like how to build sales proposals that close or how to convert, um, how to make a winning Google Doc proposal document or something like that, whatever those juicy expensive problems are that folks might look up or research when they're not quite sure that your solution exists and make an exhaustive list of all of those. And the reason we do this is basically to build what we call money keywords or money prompts. So our dream clients are going to be searching when they're actually in market for offers. And you might be thinking well if I just tried to rank for uh, or show up for best uh proposal software, that's extremely tough and I'd agree with you. That's why we're trying to make long tail versions to weave in keywords together. So column one and column two like best proposal software for sales teams, HR, FinTech and beyond, you'll find if you use a tool like hrefs, these will be much lower difficulty to, to rank for. They have lower search volume but they have that high sales buying intent. And the advantage of that is they can rank way faster when you build the page we'll talk about in a sec and they can show up on AI search much quicker. And likewise the competitor contents we listed out our competitors like Get Accept or pandadoc in, in the proposal software example. And we try to rank for things like PandaDoc alternative or PandaVote. Pricing or Panda reviews or Panda doc versus get accept again these competitor keywords quite low search volume but they can rank super fast in Google and AI search. And they drive prospects that uh, either looking to switch vendors because they're frustrated with like the pricing, customer support or whatever it might be, or they're evaluating their options. That late consideration stage where you can kind of pop up, show where you stand out your differentiators, why customers choose you and beyond and then leverage some signups or demos from just by giving that visibility and kind of giving the customers what they need to make an informed decision. So that's stage two, the money keyword matrix and prompt matrix.

Host: Nice, nice. Yeah, I like that. It's, it's very actionable. Same with YouTube. Um, of course we don't do the exact same thing but when it comes to okay, you're clear on what your ICP is looking for. In YouTube we like to map out the overall categories that we'll focus on. Like this will be content buckets of like let's say in your case what we did is uh, obviously you're running an SEO agency for SaaS companies. So we met that look. Okay, what are the different keywords and topics that we have to focus on? One of it was ah, you know, just SaaS, uh SEO strategy overall like that's that sort of keyword, uh ranking multiple videos there. Then of course there are subtopics there. Uh, so this can be link building, uh, creating the content. This can be also completely different uh topics. So like for example aeo, AI search, all of these. So like we map out these um, different content buckets that we see have demand on YouTube and then we make sure like, okay, what are the different video packagings that could be performing the best in each of these sort of buckets? And that's how we always map out the strategy. And that's yeah, what I would recommend to SaaS companies as well. Just figure out, okay, who you're targeting then. That was step one. Then what are they searching for? What are they looking for on YouTube? Same thing it seems like on Google and in SEO. And then figure out in the case of YouTube what will be the best titles, the best formats to package videos. So you can actually rank on those uh, specific terms and get in front of those people that are looking for that content. Let's have that. So you have the strategy when it comes to like producing this content. Like what are the best practices there?

Sam Dunning: Yeah, I think this is where there's probably quite a lot of crossover again. So you mentioned earlier, uh, with YouTube you don't need to reinvent the wheel and it's kind of the same as search. Like with YouTube you can look up in your case the money keywords and you basically do the same with search right on Google Organic. Once you've done that exhaustive list of the money keyword matrix and prompt matrix, it's just a case of looking up those money terms on AN LLM like ChatGPT or Claude or likewise on Google Organic. And for example there's usually patterns like if we're looking at things like let's go back to the proposal software reference, PandaDoc might be a competitor. So we're looking at best PandaDoc alternatives or what are the best options as an alternative for PandaDoc. Something like that. Nearly always it's a blog article, it's what's called a listicle based article, which essentially is something like we evaluate or we reviewed the best PandaDoc alternatives of 2026 and usually those rank super well on Google Organic and they're often mentioned or pulled from or cited from in AI searches and LLMs. So straight away you know that this is basically called assessing the intent, which sounds like quite similar to YouTube. Um, strategy working out. We don't need to do something fresh. We already know Google likes to pull from these, we know LLMs like to pull from these. So let's evaluate kind of what's ranking well, what's showing up well and one, let's look to control the narrative. So let's build this content as an owned asset on our own website. So we don't need, we need to build an article based listicle. Let's try and review what's, what's showing up well and let's look to blow out the water. So let's make our article more useful. Let's leverage customer research maybe let's make a more thorough detailed list. Maybe let's add some unique stats or unique insights or input we have on, on the, on the, on the market or whatever vertical we're talking about. Let's make ours more trustworthy in the sense that maybe we, we add some social proof like customer review videos of choosing us like really showing under the bonnet of our product, really doing a detailed review of the tools. Maybe we even sign up to all the free tools and if they do have a free version and kind of do a really in depth fair comparison review, just kind of really look to blow the article out of the water. So basically looking what shows up now and it might be a list called like we just shared there or maybe if we did a vertical page for example like best proposal software for let's say HR teams that might be a landing page. So again if a landing page was something that was prominent, that was ranking on Google Organic and maybe pulled from in an AI search we again usually on a landing page we recommend something called the problem Agitation solution framework. So you're experiencing this problem, it's probably having this impact to your business. Here's why with a solution usually FAQ pages have quite a set uh, framework. So again look to make yours more detailed, helpful, useful position your product as a solution and painkiller, have an FAQ section. You can use a tool like also us to really help you kind of understand the questions your prospects are asking what they care about. FAQ sections are great because they can be pulled from in AI searches again and again if you're, if you're putting sales recordings from a tool like Fathom, you can use an MCP server to then help you build out the right FAQs uh, for each subsegment and I guess there's probably some crossover on YouTube here as well but essentially yeah, ah, assessing the intent. What pages being ranked already? Pages being cited on AI search. We don't need to reinvent the wheel. Let's make sure, sure we own all these pages almost as building a moat for each money keyword and money page on a website. Make ours as useful, helpful, as authoritative as possible. And then once we've done that it comes onto kind of more off page that we can Dive into in a bit.

Host: Yeah, it's funny because it's the same thing on YouTube pretty much. Like I always say to people, uh, we like to copy the wrapper, but never the content. What that means is like, we copy the wrapper of the whole thing. So the packaging, the thumbnail, the title, the overall, as you said, like assessing the intent, what works, and then just really not reinventing the wheel, but getting that inspiration and then using it. Uh, but what's important is that you can just like copy a YouTube video. Like you don't want to, you know, say the same thing. Like, that doesn't work. What you want to do is like copy the wrapper, that packaging, but then make sure that the actual content is like so much more valuable than anything out there in that space. Because that's really how you will dominate the nation. How you can scale a YouTube channel that is starting at zero and really becoming a, uh, dominating YouTube channel in a certain segment. That's how you do it. It's just being more valuable than everyone else out there. And yeah, as you said, like, weaving in these things that only you can say and only you have is very important. So in your case, you mentioned that this is just the data that you have from sales calls that you see, like little details. When it comes to YouTube, it's pretty similar. What we always recommend clients is just first of all, like sharing stuff that only they can share. Let's say you're a cold email software. You might have a ton of data about like, what's working in terms of deliverability, um, subject lines, copy, you can share all of this and like, really just in doubtly, kind of weave it into the video and like, just provide even more value through that data that you have. And you know, the same goes for like basically any industry. You probably have these data points and stuff and information that only you can share. If you weave this in and also focus on just giving as much value as you can and just really making the most useful video out there, you will have no problem dominating your niche and like beating others, uh, who are, who might be a little bit more established on YouTube. They might have a bigger channel. You will have no problem dominating those other companies because you're just sharing really valuable stuff and you're reusing those already proven packagings, already proven thumbnails, titles. Um, so yeah, that's definitely very similar. I think in both cases when it comes to the production of YouTube videos, uh, this can be the part where a lot of SaaS companies kind of mess up or they don't really know what to do. Like, there's a lot of steps when it comes to YouTube. Like, obviously, once you have the idea, you have to script it out. You have to know how to structure the video, how to make the hook, how to make the call to actions the right way, where to put them. Then of course, you have to record it. That's a whole other thing. Like someone who's not professional in video or camera setup, it can be hard, although nowadays it's just literally grabbing an iPhone, a decent microphone, and decent lighting, and you're pretty much good to go. But still, a lot of companies overcomplicate this. Uh, but then of course, there's the editing part, uh, the thumbnail design part, there's the SEO optimization part. When it comes to YouTube, all of that stuff. Of course, there's a lot to cover here. What I want to kind of focus on is like, the main things you have to nail. So when it comes to scripts, um, the most important thing that you should focus on is your hook and then the overall structure of the video and where you put the call to actions. Of course, in the hook, you mainly want to give authority to yourself. Like, why should people listen to you, to your company? Why? What's really the result that you've achieved that earns you that trust and that right to speak about that topic. And then, of course, you want to cover in the hook what the video is about and what people can expect. That's really what the hook should be about. So they can know, okay, what this video will be about. And you make it in a way where they would just want to watch the video until the end. That's really the goal of the hook. And then once you get into the body, then it's just about structuring the video in a way, ah, that is easily consumable. Usually the thing that works best here is just splitting the video into a couple of different sections. So this can be three steps, five lessons, uh, sort of like making it more easily consumable. You can give the information, make it the same, but just split it into a couple of sections just to make it more easily consumable. And then when it comes to call to actions, the best practices that we follow is that you should make two call to actions in every YouTube video, one at the very end, which will be the longest m the hardest call to action, uh, so to say, the most direct. And then you should also make a separate, smaller, shorter, less direct call to action somewhere around the 33% mark of the video, 1/3 of the video. And that's more for people that are, they already trust you, they already just want to take the next step. You can get that quick, uh, sort of percentage of people that are already nurtured enough to take the next step. You can just grab that in the first third of the video. But then later on at the end when you do the actual call to action, you convert the most amount of people. So that's really like the best practices we like to do when creating these YouTube videos. Now let's say someone is pushing out the blog post they started, that created them, uh, money, keywords and this whole matrix. They are pushing out content. What's the timeline there like? Let's say you start from zero. What can you expect?

Sam Dunning: Yeah. So one thing that's again interesting on articles as well is that before I dive into the timeline, I'll do so in a sec. Is that there's also a bit of crossover in terms of how you should think about articles. So a great thing to do a bit like with YouTube and the hook is with your blog posts doing bottom line up front. So every article we're creating we're doing right at the front, like a quick summary, a why trust us? And then a midi if it's a listicle based article or an alternatives based article, review article, a quick comparison table. And the reason being is LLMs pull from this stuff. They don't, they don't pull from your full article, they pull bits and pieces. So if you have a quick summary of why trust us, basically a tldr, uh, maybe a mini comparison table before you get into the full depth and meat of the article. LLMs love that stuff and they'll also pick up on things like content, freshness, author bio, publish, date, basically just having these tidbits. So not only is that useful to the reader, so they can understand straight away a bit like watching a YouTube video, like what's it all about? Why should I even invest my time here? But also for an LLM where most folks aren't even going to click through to your page, LLMs don't want to send traffic to your website, so we can give them a tidbit to actually pull from and then potentially recommend your brand. It's just something to bear in mind. So timeline, there's varying timelines. With SEO, a lot of the strategies that we implement that we put into play and execute on can drive demos close one revenue quick as 90 days. So that's why a lot of the time when we talk about money keywords, money prompts, we emphasize going after low difficulty stuff but attracts high intent prospects where it might not have tons of people searching for it, but the folks that are searching for it are your idle client profile and they're not messing around, kicking tires or looking to learn about your niche. They actually know what they need and they're in that buying decision segment. So a lot of the time we'll say look, go after your competitors. When, when folks are looking for X alternative X reviews, company one versus company two, they're not messing around, they're actually evaluating solution like yours. Or if they're looking for best XYZ software or best software for use case or a specific integration for a software segment that you serve or a ah, specific software type for their ICP need, that's exactly what you want to exhaust. Don't worry about informational based content until you've completely exhaust that bottom of the funnel. And I suppose to give a comparison, trying to, if you're a new business trying to rank for things like best X software probably would be quite difficult. So it's probably a piece of content you want to publish quite early, look to build backlinks, look to get brand mentions, look to get featured placements that uh, mention your, your brand and so forth to build up kind of the reputation, the authority of your site. And that's going to take perhaps six months, 12 months longer to compete for. Whereas when you go after competitor based content because it's very low difficulty, it has way less search demand. Oftentimes we see those pages, we've seen them rank as quick as days and start driving signups and demos as quick as days from publishing on website with the right format and structure that we talked about. And likewise we have seen those kind of drops contribute to close one revenue in the first 90. So that's why we often start there and kind of work on the longer term plays as we go to give a kind of idea on timelines.

Host: Yeah, good stuff, good stuff. I like that you're transparent with this stuff. Um, yeah, I mean also with YouTube, what we see is kind of the 90 day mark is pretty standard when it comes from. When it comes to starting a YouTube channel from zero, it usually takes around three months to start to see the first couple of leads coming in from YouTube and that means people finding you on YouTube, getting more nurtured and then converting from YouTube specifically whenever we start working with a company or even founder brand who has like uh, a following on let's say LinkedIn or some other platforms. We usually see that YouTube is driving leads in the first month, even first and second month it starts working. The reason for that of course is that you've built up already an audience. You can direct that audience to that long form content and when they've been used to just reading your LinkedIn posts and then suddenly they can watch 10 to 20 minute videos of you just splitting value, uh, talking about very valuable stuff for your ICP and obviously seeing your face, hearing your voice, etc. Then usually it produces a very nice uh, effect of people trusting you more, sales cycle shortening and then leads converting. But yeah, when it comes to like companies that are, that don't really have an audience, it usually takes another three months to 42 to start working and then another like three to three to four months to like really start kicking in and like be consistent. Um, and yeah as we talked about not SEO and not YouTube is something that you should expect like crazy results from in like two weeks. It's always like if you're thinking ahead and thinking in the future, what is the channel that you can build that will give you ah, leverage and that compounds over time and makes things easier over time. So that's how I always like to think about YouTube. I think an important part that we haven't touched on is like how can these two strategies and two ways of doing SaaS marketing contribute to each other and make um, each other even more powerful. Like for example what I've been seeing with a bunch of our clients is a lot of the YouTube videos we are creating. If you go inside YouTube studio you can see like where the views are coming from and a lot of it says Google search. Like literally YouTube videos ranking on Google search and people searching on Google and then clicking on your YouTube video and watching it on YouTube. Another thing we've been seeing is more and more videos are ranking on stuff like ChatGPT. Uh, so, so like we also see like ChatGPT showing up inside YouTube studio. So we are seeing that a lot. Some of our clients also are embedding it on the, in the, on their blog posts, certain YouTube videos. Ah, and we've really seen like contribution uh, across these two channels. What have you been seeing with your clients or with yourself?

Sam Dunning: Yeah, I'd probably say there's three or four ways that they can interchange probably. One is like you say when someone searches one of your money keywords and you have a dedicated YouTube video on the topic, it can be pulled up in the Google organic search results. Anyone that's looked at Google recently can see uh, the serps are an absolute mess. You've got Google Ads taking a ton of real estate now AI overview and then a way, way smaller Google Organic results and then sometimes you get the video section. So if you can get more of that real estate, perhaps you've got an ad running, perhaps you've got a video running, perhaps you've got an organic listing, then at least you've got kind of three bangs for buck. And then like you said, if you've got a money keyword that you're going after, maybe you have a landing page on the topic or a dedicated blog post. If you can embed a YouTube video does seem to be a bit of a, and it does at least for our own website and our clients websites. If you've got a dedicated YouTube video on that topic or that money keyword, it does seem to give you an extra boost and you do seem to rank better. And also in sometimes in the Google search results you can get a little thumbnail next to your blog post or landing page, whatever the page is, so it can improve your click through right there. And then the other section like you said is, is the YouTube videos can be pulled up in AI searches, LLM, ChatGPT, Google Organic. And I suppose the other piece of the puzzle is we the SaaS companies and B2B companies we work with, we will never recommend them to do SEO in a silo. So we never say like don't just do SEO1 because at uh, my own agency breaking B2B we don't like we do founder brand on LinkedIn, we're doing YouTube with you folks, we're doing our own SEO and AI search. Of course we're doing LinkedIn ads and it's almost working as an ecosystem together because like we talked about right at the start of this show that uh, if you're selling something that's a high consideration product or solution, it's several thousand dollars per year or per month, then there's going to be multiple touch points, there's going to be multiple execs involved in that decision. So if they can consistently see you on channels that they trust, be it Google organic, AI search, YouTube, maybe you're then replaying some of your SEO content, some um, of your YouTube content into LinkedIn or your audience is following you there, if you can consistently kind of show up both when they're kind of trying to learn your niche, trying to educate themselves, trying to get proof points, asking their peers or then eventually kind of ready to convert, the more they can kind of see your brand recommended on the SEO side, they can actually kind of see you or a trusted leader from your team kind of talking about it on the YouTube side, then the more chances that you have to actually kind of drive that inbound, offer potential revenue.

Host: Yeah, exactly. Like, it's all, it's, it's all just one ecosystem that you're feeding from multiple parts. Like if you've got the SEO working, if you've got YouTube working, if you've got, uh, LinkedIn organic content, LinkedIn ads working, like all of these pieces will just drive everyone into like this one ecosystem where you're constantly being in front of your icp. They are spending time with you as we talked about. And that really just. Yeah, I think what makes an overall a good and efficient SaaS marketing strategy today. So I think that's a great way to kind of wrap this up. I think it was really valuable for the viewers to learn more about SEO and hopefully about YouTube as well. I'll put the link to your socials and your website in the description. So if anyone is interested in, uh, running a similar SEO engine, as you explained for their SaaS company, then they can find it there. I'll also put my links inside the description. So our website and my LinkedIn, if anyone is interested in scaling with YouTube. And yeah, thank you for being here, son.