Client Winning SEO Strategy - Teacher: Sam Dunning

The real questions you get on sales calls are hard They're not basic stuff. Are they they're harsh people want to know harsh truths And the good thing about pulling faqs and like a little carousel at the bottom of your pages You'll find they get read quite a lot You And you'll also find that it saves you time on sales calls. Cause you're addressing these objections and these queries and these hard questions up front. It makes folks more likely to convert because they actually see you as transparent and trustworthy rather than just trying to get their contact info at all costs. Hello and welcome to the useful content podcast. And today we have a brand new teacher in our useful content classroom. Sam Dunning. Hi, Sam. Hey Juma, thanks for having me on, man. Looking forward to the conversation. It's great to have you on Sam. Uh, I've been following your content for a while. And you have been in my LinkedIn feed for a while as well. And so it's great to have you on today to talk about B2B strategy and SEO. So that's a topic that I think I'm going to enjoy and the audience was going to enjoy as well. But before we get into that, could you please tell the people what you do and how you help your clients make useful content? yeah, yeah, sure thing. So we, we tend to work with slightly frustrated B2B service tech or SaaS companies that are maybe a little tired of seeing their competitors above them in Google's organic search results. Every time a dream client searches for their offer direct. Maybe a problem that they solve or compares them to competitors. Meaning those competitors to them are stealing traffic, mindshare, and most importantly, inbound leads, demos, or sales calls. So we fix those issues with a slightly unusual approach to SEO and content marketing, uh, breaking B2B, which I'm sure we're going to dive into soon. Hmm. What is the slightly unusual approach you're talking about? there's, there's a lot of mistakes when it comes to B2B SEO. Yeah. Both serviced and technology companies and software companies make all the time. And rather than so many folks, when it comes to an SEO strategy, get caught in what I call a traffic trap. So they try to acquire as much traffic to their website as possible. As a result, that often means they're going for more informative. Based keywords or ranking informative based blog articles, pages, or similar on the website. And the trouble is when you focus on that it drives more what we call top of funnel traffic. So people that are maybe just looking for a quick answer to a question Maybe looking to educate themselves And they're probably going to skim your page, skim your article, skim your blog, whatever it may be, but they're pretty unlikely to do something bottom of funnel, AKA book demo, book a sales call, whatever that relevant next step you want to feed your sales team with. So we, we tend to go for a bottom up approach. I, how can we make this as commercial sales ready as possible? And how can we work out what a prospect is likely to search when they're actually ready to have that sales conversation and how can we craft content that's going to rank resonate with folks and convert a lot of that is down to great customer research, understanding what dream clients care about, and then building out content to attack that. so the unusual approach taking it from the bottom up, because I know many people will talk about, you know, create content so that you can get me known. And people talk about that, even though I have spoken about creating content and why, why that is important. Um, but we all know that not all companies need to invest in SEO. In your experience, what are some of the symptoms that you're seeing? That you see that can tell you for sure that a company needs to invest in SEO. Yeah, it's great one. There's a few, there's a few really. One obvious one might be if they're investing a ton into paid media, i. e. that could be Google ads, that could be paid review sites, that could be LinkedIn ads, in the B2B realm, it could be other cases of social ads. But, they haven't done a ton in organic. But the good thing is, they've probably proved out a paid media model. So they know there's demand there to capture from target prospects that have their problems, that's actively searching. They're actively in market searching for their solution, their service, their software, whatever. But they've perhaps just maybe lack the resource to start building out an SEO program, whether that's lacked in house content team. Maybe it's like the technical knowledge or the strategic knowledge. Um, another could be typically SEO works best as a demand capture channel, right? So that means you're in a category or a set sector or a solution that your target clients know exist. So there's actually people searching directly for that offer or variations you've offered on Google. So if you've already, if you know that your market is, has some demand to capture, I there's, there's a ...