SEO for B2B firms where buyers research before they buy.
Specialist SEO for UK B2B consultancies, agencies, specialists and professional services. Built around how B2B buyers actually research — long cycles, multi-stakeholder, increasingly AI-assisted — to deliver pipeline that converts.
Why SEO matters for B2B
B2B buyers do most of their work before they ever speak to you. The firms in their shortlist are the ones who showed up during that research.
Most of the buying happens before sales contact
Industry research consistently shows B2B buyers complete 60–80% of their research before engaging a vendor. SEO is the surface they research on.
AI is leading the B2B shift
B2B research is one of the fastest categories to adopt AI assistants — Perplexity and ChatGPT are routinely used to shortlist vendors, ask comparison questions and check claims.
Niche positioning + SEO compounds quickly
Specialists with a clear niche find SEO unusually effective — lower competition, higher intent, fewer pages doing the heavy lifting. Most B2B specialists are massively under-invested in search.
What’s different about SEO for B2B
B2B SEO is its own discipline — the volumes are smaller, the intent is sharper, and the journey is longer.
- 01Lower volume, higher intentFew B2B keywords get thousands of searches a month. The ones that matter often get hundreds — but those hundreds are exactly the right people. Vanity metrics will mislead you here.
- 02Multi-stakeholder buying journeysDifferent roles search for different things at different stages. Champions, decision-makers, technical reviewers, finance. Content has to map to each — not just generic “awareness, consideration, decision” filler.
- 03AI search is reshaping B2B researchBuyers increasingly ask AI assistants for shortlists, comparisons and recommendations. How you appear there is now part of the SEO job — not a separate problem.
- 04Comparison and decision content punches above its weight“X vs Y”, “alternatives to Z”, “best [tool] for [use case]” — some of the highest-intent traffic in any B2B SEO programme. Often the difference between bottom-of-funnel SEO that works and content marketing that doesn’t.
- 05Founder and team brand often matter more than firm brandParticularly for specialists, consultancies and agencies, the principals are the entity buyers trust. Personal entity SEO often beats firm-level brand work for visibility.
- 06Trust signals are contentCase studies, named clients, sector certifications, awards, recognised methodologies. These belong in the SEO architecture, not buried on an About page.
- 07Long sales cycles reward content depthSix to eighteen month sales cycles are normal in B2B. That’s exactly the window where well-built content earns trust progressively, where shallow content can’t compete.
How I typically work with B2B firms
Content Strategy
Topic clusters built around real commercial intent — including comparison and decision content that converts.
Learn moreAI Search Optimisation
B2B is where AI search is moving fastest — this is often the highest-leverage service for B2B clients.
Learn moreEntity SEO
Firm and founder entity work — how Google and LLMs build a picture of who you are and what you specialise in.
Learn moreDigital PR
Trade press coverage, data-led campaigns, founder commentary — the credibility-building work that B2B buyers respond to.
Learn moreSchema Markup
Organisation, Person, Service, FAQ schema built properly — for SERP features and feeding AI parsing.
Learn moreSEO Retainer
Where most B2B engagements settle — ongoing monthly work across content, technical and AI visibility.
Learn moreWho I work with in B2B.
Professional services firms with long, considered buying cycles — consultancies, agencies, SaaS, specialist B2B.
You’re the kind of client this works for
- B2B consultancies, agencies and SaaS firms
- Long, considered buying cycles where research matters
- Marketing leads or founders driving SEO and AI search
- Genuine specialism worth publishing about
This probably isn’t the right service for you
- Transactional B2C operations
- Lookalike consultancy with no clear specialism
- Firms unwilling to publish under named experts
- You expect SEO to replace outbound or paid demand-gen
Common questions from B2B clients
Our market is niche — does SEO actually work?
Usually better than for broad-market firms. Niche markets have lower competition, sharper intent, and a buyer base that values genuine expertise — exactly the conditions where well-built SEO outperforms paid acquisition.
How long until we see qualified leads?
For most B2B engagements, three to four months for early movement, six to twelve for material pipeline impact. Faster if you already have credible content and just need it structured properly; slower if the site has to be built from scratch.
Should we write for SEO or for our audience?
A false choice. Content that genuinely helps your audience — specific, useful, written by people who actually know the topic — is exactly what ranks now. “Writing for SEO” in the old sense is what stopped working five years ago.
What about LinkedIn — is that part of this?
It can be. For founder-led B2B firms, LinkedIn presence is part of the entity story — sameAs links, content amplification, social proof. I won’t run your LinkedIn for you, but the strategy joins up.
We’re founder-led — should the founder be the entity?
Often yes. For specialists and consultancies, the founder is frequently the strongest credibility signal you have. Personal entity SEO — author profiles, professional citations, third-party content, properly modelled Person schema — can carry more weight than firm-level brand work.
What clients actually say.
Real reviews from firms I have worked with. 4.8 out of 5 across Google, Facebook and Yell.
“Extremely helpful would highly recommend for SEO services, my business ranking went up, and more customers started calling.”
“We have been working with Gregg for a few months now — he is really actively trying to increase our profile on Google. We always find him easily contactable and approachable.”
Working in this sector? Let’s talk.
Thirty minutes. No pitch deck. I’ll tell you honestly whether I can help your firm.