B2B SEO Strategies for Websites and Demand Captures

Episode notes

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.