In B2B the valuable search is run a hundred times a month, not ten thousand, and it is run by someone with a budget and a problem. Most agencies are paid against traffic, so they chase the ten thousand and deliver sessions your sales team never hears from again. We go the other way.
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2020
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1,000+
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UK
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Quick answer
Three things. The volumes are small, the buying decision involves several people with different questions, and the gap between the first search and the signed contract is measured in months. Each of those breaks a habit that works fine in consumer SEO.
Small volumes mean keyword research by volume is actively misleading. A term searched 120 times a month by operations directors at mid-sized manufacturers is worth more than one searched 12,000 times by students and jobseekers. The reporting dashboard cannot tell the difference, which is why so much B2B SEO reports growth while the sales team sees nothing.
Buying committees mean one page cannot do the job. The person who finds you is rarely the person who signs. You need the practitioner page that answers how it works, and the page that answers what it costs and what it replaces, because the second one is what gets forwarded upward.
Long cycles mean attribution is hard and patience is required. Someone reads a comparison page in March and fills in a form in July having searched your brand directly. If you judge SEO on last-click attribution in a six-month cycle, you will conclude it does not work and switch it off just as it starts to.
What we do
Eight areas. An audit tells you which ones are your constraint rather than selling you all eight.
Working out which searches are run by someone who could buy, and what a customer from each is worth. In B2B that usually means rejecting the highest-volume terms in the category, which is the opposite of the usual advice.
The practitioner wants to know how it works and whether it integrates. The budget holder wants to know what it costs, what it replaces and what happens if it fails. Those are different pages and the second is usually missing.
Buyers search your competitors' names with "vs" and "alternative" attached, late in the cycle, with intent to decide. Pages that answer those honestly, including where the competitor is the better fit, earn disproportionate trust.
Crawlability, indexation, rendering and Core Web Vitals. B2B sites are often built on frameworks that serve crawlers an empty shell, and no amount of content strategy survives that.
Solution, industry and integration pages structured so authority reaches them, rather than a flat list of features competing with each other for the same handful of terms.
B2B buyers increasingly ask an assistant for a shortlist before they search. Being quotable means clear answers, structured data that confirms them, and third-party sources that corroborate what you claim.
Consistent company data across your site, your schema, Companies House, directories and press, so a model assembling a shortlist has one version of who you are rather than several.
Search Console and analytics configured in your accounts, tied to enquiries rather than sessions. If you stop working with us you keep the properties, the history and the configuration.
The mismatch
The most common outcome of B2B SEO, and it is usually a targeting failure rather than an execution one.
Not sure whether your buyers search at all?
Plenty of B2B categories genuinely have no meaningful search demand, and in those cases SEO is the wrong channel and we will say so. The audit settles it by looking at what is actually being searched in your category rather than what a keyword tool suggests.
In practice
Six recurring situations. These describe what we encounter across engagements, not named client projects.
A site ranking page one for broad category terms that bring students, jobseekers and competitors. Traffic charts look healthy and the enquiry count does not move. Fixing it usually means deliberately abandoning the highest-volume keywords in the category.
Sites that explain the product thoroughly and never address price, procurement or what it replaces. The practitioner is convinced and has nothing to forward to the person who signs, so the deal stalls somewhere invisible to analytics.
Marketing sites built client-side that serve an almost empty document to anything not executing JavaScript. The page looks right in a browser and contains nothing indexable, which no content plan can compensate for.
Third-party listicles and competitor comparison pages ranking for searches that include your brand, because you never published an honest comparison yourself. These are late-cycle, high-intent searches being answered by someone else.
A six-month cycle measured with last-click attribution, so the brand search that closes the deal gets the credit and the comparison page read in month one gets none. The usual consequence is switching off the thing that was working.
Buyers asking ChatGPT or Copilot to name suppliers in a category and getting competitors. The site often ranks adequately but says nothing quotable, carries no structured data to confirm it, and has no independent sources to corroborate it.
How we work
The audit is free. What follows is ordered by what each change is worth against your deal size, not by keyword volume.
What you rank for now, what your buyers actually search, how the site renders and indexes, and whether AI assistants can find you. We also ask what a customer is worth and how long the cycle runs, because both change which work is worth doing.
A shortlist of searches chosen by who runs them and what they are worth, with the ones we recommend ignoring named explicitly. You see the reasoning, including where we think the obvious high-volume term is a trap.
The technical fixes implemented and the missing pages written, including the commercial ones most B2B sites avoid. Written by people who will ask your sales team what objections actually come up, rather than guessing from the keyword list.
Impressions, position and clicks on the target queries, and enquiries from your own analytics. Where something did not work we say so and say what we are doing instead. Over a long cycle we report leading indicators rather than pretending to close the attribution loop.
Clear scope · Regular demos · Full handover
Honest fit
It compounds slowly and it suits some businesses far better than others.
What you are buying
Three shapes of engagement. The audit is free and carries no obligation to take either of the others.
| Free audit | Fix and build | Ongoing B2B partner | |
|---|---|---|---|
| You get | Findings ranked, in writing | The fixes and the priority pages built | Continuous research, content and fixing |
| Keyword basis | Assessed against buyer intent | Chosen by intent and deal value | Revisited as the category shifts |
| Committee content | Gaps identified | The missing commercial pages written | Built out across solutions and sectors |
| Measured by | Nothing yet | Before and after on target queries | Enquiries, from your own properties |
| Commercial shape | Free, no obligation | Fixed scope, from £2,500 | Monthly retainer, from £1,500 a month |
| Best when | You do not know where the ceiling is | You know the gap and need it closed | Search is a primary pipeline source |
Sectors
Categories with considered purchases, several people involved in the decision, and buyers who research before they make contact.
FAQ
What people ask before commissioning B2B search work. If yours is not here, put it in the form.
Still have a question?
Ask us directly. A senior engineer reads every question.
Ask about your projectOne that optimises for searches run by business buyers rather than consumers. The practical difference is target selection: B2B volumes are small, the buying decision involves several people, and the cycle runs for months, so choosing keywords by volume produces traffic that never becomes pipeline.
Volumes are far lower and worth far more per visit, several people with different questions must each find what they need, and the delay between first search and purchase is months rather than minutes. Each of those changes how you choose targets, what you write, and how you measure.
Technical fixes can move impressions within weeks because they remove an obstacle. Rankings on commercial terms usually take months, and with a long sales cycle the pipeline effect lands later still. Anyone promising pipeline by a date is guessing, so we report leading indicators as they move.
It is normally a monthly retainer, from £1,500 a month, because targets, content and technical health all need continuous work. Programmes covering several sectors or markets usually start from £3,000. The right figure depends on how competitive your category is and how much your own team can absorb.
Often yes, because low volume with high deal value can still pay back heavily, and competition is usually thin. But sometimes genuinely not, and the audit will tell you which. If nobody is searching in your category we will say so rather than sell you a retainer.
Usually yes. Buyers run those searches late in the cycle with intent to decide, and if you do not answer them a third-party listicle will. They only work if they are honest, including naming where a competitor is genuinely the better fit, which is what makes them credible.
By leading indicators that move early, impressions and positions on the target queries, then enquiries from your own analytics. We avoid judging a six-month cycle on last-click attribution, because that credits the final brand search and hides the page that actually started it.
Not to start, and never as a condition. Read-only Search Console access makes the audit considerably more useful. If you can later tell us which enquiries became opportunities, even roughly, the targeting gets sharper, but plenty of engagements run perfectly well without it.
It already does. Buyers ask assistants to name suppliers in a category before they run a search, and those answers draw on your pages, your structured data and what independent sources say about you. The work that earns rankings also makes you easier to quote.
Both. We work directly with in-house marketing teams, and on a white-label basis behind other agencies who have won B2B search work and would rather not hire engineers for the technical side. Either arrangement is normal and we will say which fits.
Start here
A senior engineer reads every enquiry and comes back with questions, a realistic view of the work, and an honest opinion on whether search is the right channel for your category at all.
Thanks, that’s with us.
A senior engineer reads every enquiry and will reply as soon as they can.
Book a time that suits you, or send a message on WhatsApp.