LONG CYCLES, HIGH STAKES
B2B SEO
B2B search rarely produces impressive volume. The terms that matter might see a few hundred searches a month — but a single deal can justify the entire programme, which inverts how the work should be prioritised.
Buying committees also research in parallel across months, and each member searches differently. Coverage has to span the whole committee, not just the champion.
The difference
What changes in this sector.
Volume is a poor prioritisation signal
A term with fifty searches a month from the right buyers beats one with fifty thousand from the wrong ones. Prioritisation runs on deal value and fit, which means keyword tools are a starting point rather than a plan.
Multiple people, different questions
The evaluator, the technical reviewer, the security reviewer and the person signing all search differently. Compliance, integration and procurement content is routinely missing and routinely decisive.
Attribution is genuinely hard
Months between first touch and close, multiple stakeholders, offline conversations. Attribution has to be built deliberately, with realistic expectations about what can and cannot be traced.
Assistants are now in the shortlist step
Procurement research increasingly begins by asking an assistant who the credible vendors are. Being absent from that answer removes you before an RFP is written.
Where we usually start
The services that move
the needle here.
GEO
Generative Engine Optimization — earning citations inside ChatGPT, Gemini, Claude, Perplexity and AI Overviews.
Content SEO
Topical depth built deliberately, so the whole subject area lifts instead of individual posts spiking and fading.
Digital PR & Links
Earned coverage and citations from sources that carry weight with search engines and with the systems generating AI answers.
Technical SEO
The infrastructure work that decides whether anything else you do is ever seen by a crawler or a retrieval pipeline.
Questions
B2B SEO FAQ
01Our search volumes are tiny. Is SEO worth it?
Often more worth it than in high-volume markets, because the competition is thinner and the deal values are large. The programme should be sized to that reality — a focused set of pages that convert, not a content mill.
02How do you measure with a nine-month sales cycle?
Leading indicators through the cycle — visibility on target queries, engagement from target accounts, pipeline created — with revenue attribution reconciled as deals close. We agree what is measurable at the outset instead of promising clean attribution we cannot deliver.
03Should we gate our best content?
Gated content cannot rank and cannot be cited by an assistant, so gating your best material removes it from both channels. A common compromise is publishing the substance openly and gating the tools, templates or data that follow it.
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