United Kingdom
A B2B buyer in the UK reads six or seven pages before anyone at the company hears their name, and almost all of that reading starts with a search. Companies that have a page for each of those searches get on the shortlist. Companies whose site is a home page and a contact form get compared and not called.
The searches are specific: the category ("[category] software uk", "[service] provider"), the comparison ("[competitor] alternative"), the job the buyer needs done, and the proof ("[category] case study"). Each is a different page, and the comparison and category pages are the ones that produce enquiries soonest.
What we report is enquiries and pipeline from search, in your CRM and your Search Console, because a ranking for a term nobody buys from is not a result for a company with a sales cycle.
The shapes B2B companies are found by in the UK. The words in brackets are whatever the searcher puts there: the town, the suburb, the matter, the treatment.
A B2B enquiry from search may take months to close. We track the enquiry, the meeting and the closed deal back to the landing page, so the page that produced the deal is known even when the deal closes in a different quarter.
In most UK B2B categories the bare category search is held by the largest vendor and by the comparison sites. The qualified searches, the category for an industry, a size or a use, are open, and they convert better because the buyer’s situation is in the search.
Buyers ask an assistant which providers to consider before they search, and the assistants quote pages that explain the category plainly and say who each option suits. The same honest pages win both.
The industry page, SEO for B2B companies, has the problems and the questions in full; the country page, SEO services in the UK, has the search landscape in the UK for every trade.
For many trade and service terms the top results are aggregators. Two routes past them: the map pack, and pages specific enough that a directory listing cannot answer the question.
Buyers search by town. A page covering a whole county competes with pages written about each town in it, and loses to all of them.
Spelling, the word for the trade and the way an address is written all signal whether a page was written for this market or translated into it.
Each is written for the way that city searches and for the trades that search there most.
SEO happens in your accounts and on your website, so nobody needs to visit. We scope the work on a video call in your hours, send a written quote, and then work month by month with a call whenever you want one. The result is judged on the enquiries in your own records, never on a ranking report.
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived. What each visit is worth is your sales process, not ours, so these are the visits we can prove rather than a conversion figure we cannot.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
Yes. The page types are the same and the measure changes: sign-ups and activations for a product, enquiries and meetings for a service. Both are tracked to the landing page.
Every enquiry carries its landing page and its search where Search Console gives it, and your CRM carries the stage. Joining the two is the first piece of measurement work and it is done in your accounts, so you can check it.
A brand search is somebody who already knows you. The searches that grow a company are the ones made by people who do not, and a site that ranks only for its name is invisible to them.
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.
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