SEO for B2B companies
A B2B buyer researches for weeks before they contact anybody. They search for the category, then for the problem, then for two or three suppliers by name, and they read comparison pages, case studies and pricing pages while nobody at your company knows they exist. The supplier whose pages answered those searches is the one on the shortlist.
Peak Endurance, a sports clinic, Sep 2023 to May 2024, from 482,378 impressions. Their Search Console.
B2B SEO is being present through that whole research, from the first category search to the last comparison, with pages that answer what a buyer actually asks and a route to sales that works when they are ready. The measure is qualified enquiries, never traffic.
Searches we build for, with the place name your customers use:
- [product] supplier
- [service] provider for [industry]
- [product] vs [competitor]
- best [category] for [use]
What stops B2B companies getting enquiries
Three problems we find on nearly every B2B companie website we audit, and what we do about each.
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Pages written for the company, not the buyer
Most B2B sites describe what the company is and what it values. The buyer is searching for a solution to a problem, by the name of the problem, and finds nothing on the site that uses those words.
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No page for the comparison
Buyers search for you against your competitors by name, and the results are usually a review site or the competitor. An honest comparison page on your own site takes that search and the shortlist with it.
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Enquiries that go nowhere
A form that emails an inbox nobody watches, a demo request with no follow-up, a phone number that reaches reception. The search worked and the sale was lost after it, which no ranking report will show.
What you get each month
- A solution or use-case page written or rewritten each month, in the words buyers use for the problem
- Comparison and alternative pages for the searches that name your competitors
- Guides for the questions buyers ask early, each linking to the solution page that takes the enquiry
- Case studies with real numbers where clients allow it, and structured so an AI assistant can quote them
- Technical fixes: speed, indexing, markup for products and organisation, forms that reach sales
- A monthly report from Search Console and your CRM of the searches you appear for and the qualified enquiries behind them
Where we do this
The method is the same everywhere; what people search for and where the results come from are not. Each market has its own page, and so do the cities where B2B companies search for this most.
How pricing works
What sets the size of the month is the number of solutions and industries you sell into and how contested the category is. One product for one industry is a smaller month than a suite sold across several. We scope the work on a call and send a written quote before anything starts. The SEO services page explains what a month covers and who does it.
Results from real clients
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.
- 52,993clicksUp and Running Physical TherapyPhysical therapy · 1 Mar 2023 to 14 Mar 2024
- Impressions
- 2,238,155
- CTR
- 2.4%
- Avg. position
- 13.49
+139,355% clicks against the previous period of the same length.
- 12,285clicksBackcountry Physical TherapyPhysical therapy · 6 Jul 2023 to 31 May 2024
- Impressions
- 601,822
- CTR
- 2.0%
- Avg. position
- 19.3
+2,059% clicks against the previous period of the same length.
Questions B2B companies ask us
How long does B2B SEO take to produce enquiries?
Longer than local SEO, because the buying cycle is longer. Pages start appearing in three to six months and the enquiries follow the research they support, which can be another quarter. The pace is visible in Search Console throughout.
Should we write about competitors by name?
Yes, honestly. Buyers are already searching for the comparison and finding a review site or the competitor. A fair comparison on your own site takes that search, and buyers trust the one that admits what the other does well.
Do case studies help SEO?
They help the sale more than the ranking, and they are what an AI assistant quotes when a buyer asks who does this well. They need real numbers a client has agreed to publish; we never invent them.
Can you work with our sales team?
Yes, and it is necessary. The pages are written from what sales hears on calls, and the enquiries are measured in your CRM rather than in a form count, so the report shows qualified leads rather than visits.
Book a call with us
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.