B2B SEO
SEO built for how technical buyers actually search
B2B search volumes look discouraging until you do the arithmetic. A phrase with 150 searches a month, where each enquiry can turn into a six-figure supply agreement, is worth more than a consumer term with fifty times the traffic. The whole discipline changes once you stop optimising for volume.
The overview
What this actually involves
Technical buyers do not search the way marketers write. They search part numbers, material grades, tolerances, standards and failure modes. They search the problem before they search the solution, and the solution long before they search for a supplier. Most B2B sites publish nothing that matches any of those, then conclude SEO does not work in their sector.
The second common fault is structural. Product information lives in PDFs that nobody can search, specifications sit inside images, and the most valuable pages on the site are invisible to a crawler. Fixing that often produces more improvement than any amount of new content.
Reporting changes too. Ranking reports mean very little when ten of the right visitors matter more than ten thousand of the wrong ones. We report on quotation requests and qualified enquiries, and we will tell you when a term is not worth chasing even though we could sell you the work.
We have worked with established businesses since 2019. More about how we work.
What you end up with
- Visibility on specification and application searches, not just your brand
- Technical content crawlers can read instead of PDFs they cannot
- Pages structured around buyer problems rather than your product list
- Fewer, better enquiries from people who can actually buy
- Reporting tied to quotation requests
How we run it
How the work is sequenced
Research how your buyers search
Specifications, standards, applications and problems, taken from your own enquiry history and sales calls rather than a keyword tool alone. Your sales team already knows these phrases.
Get technical content out of PDFs
Specifications and capabilities published as pages a crawler can read and a buyer can link to, with the PDF still available for download.
Build pages per application, not per product
Buyers search by what they are trying to achieve. One page per application usually outperforms one page per SKU, and there are far fewer of them to write.
Report against quotations
Which searches produce requests for quotation, and which produce students and competitors. That is the only ranking that matters.
FAQ
Common questions
Find out where your buyers are looking
A free audit of your visibility against the competitors you lose tenders to.