In B2B one person rarely decides alone and almost never on the first visit. So what counts is not how many come, but whether the right ones come and whether your offer convinces them.
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From the question of who actually decides to measuring real enquiries.
We clarify what you sell, who is involved and which questions those people ask in which order. Without that, any keyword list stays arbitrary.
I do not look for volume but for purchase intent. Often it is a few dozen searches a month that end up filling the pipeline.
From that comes a structure covering all phases: from first understanding the problem to comparing specific providers.
The pages have to be technically clean and offer a clear next step. In B2B that is rarely a buy button, more often a conversation or a document.
What gets reported is how many qualified enquiries came from search and from which content. Visitor numbers are only a secondary figure.
Whenever a single deal is worth a lot and the decision takes time.
Technical products with a defined purpose. People search by application, standard or problem, not by the product name your catalogue uses.
What is sold is trust, not a product. What matters is whether your presence proves you have really understood the problem before anyone picks up the phone.
Long comparison phases and a market full of alternatives. What decides here is whether you appear at all in the comparison and alternatives searches.
Pick an area to see what it actually involves.
In B2B the largest search volume is almost never the most valuable. I deliberately look for the queries that have a concrete project behind them, even if they only occur in the dozens per month.
A B2B decision often involves the specialist department, management and procurement. Each of these roles asks different questions, and your website should answer all of them.
One good article does not make you an authority. I build topic areas in which several pieces connect and reinforce each other, internal linking included.
The pages where the enquiry happens are often the weakest in the whole site. I rebuild them so they match search intent and make the next step obvious.
Many B2B websites run on grown systems with slow pages and unclear structure. I find the blockers and explain to your IT or agency exactly what needs doing.
If you sell across borders, the technical implementation of language versions decides whether the right page appears in the right market.
With offerings that need explaining, the AI increasingly handles the shortlisting. Anyone not named there as a possible solution is not on the list when the enquiry happens.
A report full of visitor numbers does not help if you want to know whether SEO pays off. I report which content produced enquiries and how many of them were qualified.
Through the A/B tests and optimizations we increased our conversion rate by 23%. The collaboration was structured and results-driven.
Richard supported us strongly with SEO and A/B testing. For some of our products we achieved a 13% conversion uplift while making performance more stable.
Great work. Richard supported us with various SEO perspectives, including AI Search. I can recommend him without reservation.
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Yes, and more often than in consumer business. If a deal is five figures, a keyword with fifty searches a month can pay for itself from a single enquiry a year. What matters is not the volume but how close the query sits to the deal.
Three things: the decision takes longer, several people are involved, and the offering usually needs explaining. That means you need content for different roles and different phases, not just one good service page. On top of that, the shortlisting of providers increasingly happens in AI systems, see B2B GEO.
In qualified enquiries and in which content they came from. Visitor numbers are an unreliable figure in B2B, because a large share of traffic never becomes a customer. That is why I point the measurement at enquiries from the start.
First movement in rankings usually shows after two to three months. Until that becomes a reliable stream of enquiries, six to twelve months is typical. Long B2B decision cycles extend that further.
With the service and solution pages, not with the blog. That is where the enquiry happens and where the distance between query and deal is shortest. Topic content comes afterwards, to build authority.
Often yes, at least as a first step. Many grown B2B websites have considerable unused substance. If a relaunch is coming anyway, however, it is worth involving SEO beforehand rather than repairing afterwards.
Outsource SEO instead of building it in-house: when SEO outsourcing pays off for agencies, which models exist and what to look for in a partner.
GEO & AI SearchSEO gets you into the search results, GEO into the AI answer. What sets SEO and GEO apart, what they share, and when you need both.
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