Core SEO
B2B SEO For Long Sales Cycles And Small Audiences
Generate qualified pipeline from a small number of high-value searches.
B2B SEO is judged on the wrong metrics more often than any other kind. The terms that generate pipeline frequently have three-figure monthly volume, and the content that closes deals is read by a buying committee months after the first visit. Optimising for traffic in that context actively misleads you.
You probably need this if
- Traffic is up but the sales team says lead quality has fallen
- You rank for broad industry terms that attract students and competitors
- Your highest-intent pages have no content behind them
- Attribution collapses because the sales cycle outlasts the tracking window
What you get
- Buying-committee keyword map covering each role in the decision
- Bottom-of-funnel page set: comparisons, alternatives, pricing and integrations
- Content that supports the sales conversation, not just the first click
- Lead quality feedback loop between search data and CRM outcomes
How we approach it
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Map the buying committee
Different roles search differently. The technical evaluator and the finance approver need entirely different pages and both influence the outcome.
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Prioritise by value, not volume
A term with forty searches a month can be worth more than one with forty thousand when the contract value justifies it.
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Build the bottom of the funnel first
Comparison, alternative and pricing pages convert immediately and are usually the fastest route to demonstrable pipeline.
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Close the CRM loop
Feed closed-won data back into keyword prioritisation so the programme optimises for revenue rather than sessions.
B2B SEO: common questions
Why is my B2B traffic up but leads flat?
Almost always because the traffic gained is informational. Broad industry terms attract researchers, students and competitors. Pipeline comes from comparison, alternative, pricing and problem-specific terms, which have far lower volume and far higher intent.
Should we publish content about competitors?
Yes. Comparison and alternative pages are among the highest-converting assets in B2B, because someone searching your competitor name plus alternatives is deep in an active evaluation. Keep it factual and current, since inaccuracy will be noticed.
How do we measure SEO with a nine-month sales cycle?
Track leading indicators alongside closed revenue: qualified demo requests by landing page, pipeline created by first-touch channel, and assisted conversions. Judging a nine-month cycle on this quarter closed-won will always undercount search.
Find out what is actually holding you back
A short conversation and a look at your site is usually enough to tell you where the real problem is. No obligation, and no pressure to sign anything.