B2B SEO

Be on the vendor list before the RFP is written.

B2B search rarely brings big numbers — a key term might get a few hundred searches a month. But one deal can pay for the whole programme, so the work is prioritised by deal value, not volume.

Let’s talk B2B → See results

a b2b buyer, asking an AI

Which CRM vendors are SOC 2 compliant and integrate with Salesforce?

Northwind and Contoso both qualify. Northwind has the deeper Salesforce integration and publishes its security documentation openly.

this is the goal.illustrative

The problem

Why B2B search is different.

01 Volume is a poor signal Relevant buyers and deal size matter more than search volume. Keyword tools are a starting point, not a plan.

02 A committee, not a buyer The evaluator, technical reviewer, security reviewer and signer all search differently. Compliance and procurement content is often missing — and often decisive.

03 Attribution is genuinely hard Long gaps between first touch and close, several stakeholders and offline conversations make results hard to trace.

04 Assistants shape the shortlist Procurement increasingly starts by asking an AI which vendors are credible. Being absent removes you before an RFP exists.

How we approach it

The moves that matter in B2B.

same toolkit. different order.

1 Prioritise by deal valueA focused set of pages that convert — not a content mill chasing volume.
2 Cover the whole committeePages for every person in the deal: evaluator, engineer, security, procurement and the signer.
3 Agree what’s measurableLeading indicators agreed up front, with revenue reconciled as deals close — no promises of clean attribution.
4 Open the substanceGated content can’t rank or be cited. Publish the substance openly; gate the tools and templates that follow.

Where we usually start

Two or three of these.

All 10 services →

01 GEO Get named inside the answers assistants give. 04 Content SEO Own a subject, so the whole topic lifts. 07 Digital PR & Links Mentions from the sources models believe. 03 Technical SEO Make sure crawlers and AI retrieval can see everything.

Scored on

What we report.

Visibility on target queriesEngagement from target accountsPipeline createdRevenue reconciled at close

Always against a day-one baseline you keep. Where attribution can’t be traced cleanly, we say so.

B2B questions

Is SEO worth it with tiny search volumes?

Often, yes. Competition is thinner and deal values are large — the programme just needs to be sized to match.

How do you measure a nine-month sales cycle?

With leading indicators you can see early — visibility, target-account engagement, pipeline — and revenue attribution reconciled as deals close.

Should we gate our best content?

Gating stops it ranking or being cited. A common compromise: publish the substance openly, and gate the tools, templates or data that follow.

Other industries

Pipeline, not sessions SaaS SEO Get on the shortlist an AI writes for your buyer. Turn searches into orders Ecommerce SEO Make every product easy to find, understand and recommend. From zero to a channel Startup SEO Build organic from nothing — in the order that compounds.

Let’s find out where you stand.

A 30-minute call. We’ll look at your search and AI visibility together and tell you whether we’re the right fit — including when we’re not.

Let’s talk →