Part of GEOly's "GEO / AEO Expert Watch" series · meet **Sam Dunning**, a quick map of their public work and where to follow them — with links to the original sources.
Who is Sam Dunning
Host of Breaking B2B, covering B2B SEO, AI SEO, AEO, GEO, and LLMO.
These experts track AI Overviews / AI Mode and algorithm updates first-hand: who gets cited, why citations swing, and how trust signals affect appearance. They are GEO’s weather station. Their recurring focus areas include: B2B SEO, AEO, GEO.
What GEO / AEO practitioners can learn from Sam Dunning
- **Citations are volatile**: for the same query, sources can differ sharply across time and platforms — single snapshots mislead, so monitor continuously. - **Trust signals gate inclusion**: E-E-A-T, author/source credibility and factual consistency increasingly act as the threshold for being cited. - **Make monitoring systematic**: turn core questions, competitors and brand terms into fixed probes you run on a schedule and diff over time.
**GEOly angle**: B2B companies should build expert content around buyer questions that can be cited by both search engines and large language models.
What it means for brands going global
For global-facing brands, do not treat one day’s mention in ChatGPT as victory, nor one day’s disappearance as disaster. Build cross-platform, cross-time citation monitoring (exactly what GEOly does) and judge GEO health by trend, not snapshot.
Follow Sam Dunning: homepage & socials
- [Website](https://www.breakingb2b.com/) - [LinkedIn](https://www.linkedin.com/in/samdunning/) - [X](https://x.com/SamDunning_) - [YouTube](https://www.youtube.com/@BreakingB2B)
To meet more experts across GEO, AEO and agentic commerce, visit the [GEOly author hub](/blog/author).
*This profile is an editorial compilation of publicly available information, curated by the GEOly team for industry learning and reference. All links point to the expert's own public pages. Contact us for any correction or removal.*
