B2B SEO strategy
A B2B SEO strategy built around your buying group
A written plan that starts from who buys from you and how they search, maps every keyword to a buying stage and a page, and defines in advance how success will be measured in pipeline.
We reply within one working day.
- from, per month, published
- £1,500
- notice, monthly rolling
- 30 days
- for the 20-minute audit
- £0
- ICP
- Roles
- Questions
- Problem
- Comparison
- Decision
- Clusters
- Links
- Entities
Client logos appear here once clients approve them. Until then, the tools your reports are built on:
- Search Console
- Google Analytics 4
- HubSpot
- Salesforce
- Ahrefs
- Semrush
The basics
What a B2B SEO strategy has to solve
A B2B SEO strategy is a written decision about which searches your company should be found for, which page answers each one, in what order the work happens, and how you will know it has paid.
It has to solve problems a consumer plan never meets. The buyer is a group, not a person: a user, a manager, finance, IT and procurement each search differently. The terms that matter often have tiny volumes and heavy jargon. The sale closes months after the first search, through a sales team, so traffic and rankings say little about whether the plan is working. A strategy that ignores any of these produces a busy blog and an empty pipeline.
The five steps below are the framework we use on every account. They are also a fair test of any plan you already have: if one of the five is missing, that is usually where the results are leaking. The strategy is delivered as part of our B2B SEO services, or on its own as a consulting engagement.
Step 1
Step 1: define the ICP and the buying group
Start with who you sell to, not with a keyword tool. The ideal customer profile (ICP) sets the sectors, company sizes and markets worth targeting. The buying group sets whose questions the site has to answer.
| Role | What they need to know | Typical search |
|---|---|---|
| User or champion | Does it solve my problem? | The problem itself, or how to do the job better |
| Manager | Which options exist, and which fits us? | Category terms with a team size, sector or platform |
| Finance | What does it cost, and what does it return? | Pricing, ROI, cost comparisons |
| IT and security | Will it work with our systems, safely? | Integrations, security, certifications |
| Procurement | Is the supplier sound, and on what terms? | Contract terms, frameworks, supplier reviews |
The best source for both is your own sales team. An hour with sales, plus a look at won and lost deals in the CRM, usually surfaces more valuable search terms than a week in a keyword tool, because it shows the words buyers actually use.
Step 2
Step 2: map search intent to funnel stage
Every target term is assigned to a stage of the buying journey and to exactly one page. One term, one page: two pages chasing the same intent split their own signals.
| Stage | Intent | Page type | Judged by |
|---|---|---|---|
| Problem aware | Understand the problem | Guide, template, glossary | Visibility and clicks on to evaluation pages |
| Solution aware | Find the type of solution | Category, use-case, industry page | Leads and assisted conversions |
| Comparing | Build and cut a shortlist | Comparison, alternatives, integration page | Demo and enquiry rate |
| Deciding | Justify the choice internally | Pricing, security, implementation page | Opportunities and pipeline value |
Most B2B sites over-invest in the first row and neglect the last two. A strategy usually reverses that order: decision and comparison pages first, because they sit closest to revenue, then the content that feeds them. A low-volume term searched by the right job title can justify a page on its own.
Step 3
Step 3: build topical authority
Search engines and AI assistants both favour sources that cover a subject completely and consistently. In practice that means organising content into clusters: one pillar page for each core topic, supported by pages that answer the narrower questions, all linked to each other and to the money page they support.
- Pillars match what you sell. Each service, product line or industry you want to be known for gets one authoritative page.
- Spokes answer the real questions. The questions from sales calls become supporting pages, each linking up to its pillar.
- Expertise is visible. Pages carry named authors and reviewers, first-hand examples and current data, written with your subject experts. See B2B content marketing.
- Links are earned around the cluster. Digital PR and partner links point at the pages that most need authority, not only the homepage.
Step 4
Step 4: secure the technical foundation
None of the above counts if search engines cannot crawl, render and index the pages. B2B sites often have specific risks: marketing sites built in JavaScript frameworks, product data locked in PDFs, documentation on subdomains, and several teams who can publish or break pages.
The strategy includes a prioritised technical fix list, written as tickets your developers can pick up, and the governance rules that stop the same problems returning. The detail is on our technical SEO page.
Step 5
Step 5: agree measurement and attribution before work starts
The last step is decided first: what will count as success, and where it will be measured. That means GA4 key events for demos, trials and enquiries, a lead-source field in the CRM that survives the journey to closed revenue, and a monthly report built on leads, opportunities and pipeline value rather than rankings.
If the CRM cannot store where a lead came from, fixing that is part of month one, because a strategy that cannot be measured cannot be improved. The full method is on our B2B SEO measurement page.
Timeline
How long a B2B SEO strategy takes to work
- 1
Weeks 1 to 4: the strategy itself
Sales interviews, CRM review, keyword and intent research, the technical audit and the 90-day plan, approved by you.
- 2
Months 2 to 3: decision pages first
Money, comparison and pricing pages are rebuilt. Pages with existing authority are usually the first to move.
- 3
Months 4 to 6: leads rise
New pages begin to rank and organic enquiries increase, which is usually when sales start to notice.
- 4
Months 6 to 12: pipeline follows
Earlier leads become opportunities and revenue; content and links compound.
These are typical ranges, not promises: domain age, competition, developer capacity and your sales cycle all move them. The plan is revised every quarter against the numbers. For the detail, read how long B2B SEO takes. Every package that includes a strategy is on our published pricing page.
What's included
What a B2B SEO strategy from us includes
Delivered in month one of every retainer, or as a standalone consulting engagement.
Sales and CRM interviews
An hour with sales and a review of won and lost deals, to find the terms and objections that matter.
ICP and buying-group map
The sectors, company sizes and roles the site must reach, and what each one searches.
Keyword and intent map
Every target term assigned to a stage, a role and exactly one page, for the UK and the US.
Topic clusters
Pillars and supporting pages for each service, product line or industry.
Technical fix list
Prioritised tickets with acceptance criteria for your developers.
Measurement plan
GA4 events, CRM source fields and the targets the monthly report will track.
A 90-day roadmap
Pages, owners and dates, approved by you and revised every quarter.
Want to see where your current plan leaks?
The free audit tests your site against the five steps and names the three gaps that matter most.
Process
How the strategy is built
The same five steps as every account; the strategy is the output of the first three.
- 1
Free audit
A 20-minute review of your site, your competitors and your buyers' search terms. You get three specific opportunities.
- 2
Pipeline baseline
We connect Search Console, GA4 and your CRM and record where organic leads, opportunities and revenue stand today.
- 3
Strategy and intent map
Every keyword is assigned to a buying stage and a page. You approve the 90-day plan before any work starts.
- 4
Build and publish
Technical fixes, new and rewritten pages, digital PR. Work ships every month, in your CMS or as developer tickets.
- 5
Report and reallocate
A monthly pipeline report and a review call. What produces opportunities gets more budget; what does not gets cut.
Proof
How we measure pipeline from organic search
We are a new agency and have no client case study we are allowed to publish yet. So instead of a borrowed success story, here is exactly how results will be measured on your account, and what a published case study will contain once a client approves one.
Measurement method, not a case studyWhat the monthly report tracks
Method- Impressions for buyer termsGoogle Search Console
- Organic clicks to money pagesGoogle Search Console
- Leads: demos, trials, enquiriesGA4 key events
- Sales-qualified opportunitiesYour CRM
- Pipeline value from organicYour CRM
Metrics, data sources and what each one tells you
Impressions and clicks for buyer terms
Data source: Google Search Console
Whether the right pages are found for the terms buyers use
Positions for the agreed keyword set
Data source: Rank tracking, weekly
Progress on the terms in your intent map, not vanity terms
Leads from organic search
Data source: GA4 key events, after consent
Demo requests, trial sign-ups and enquiries that started in search
Sales-qualified opportunities
Data source: Your CRM (HubSpot, Salesforce or similar)
Which of those leads your sales team accepted
Pipeline value and closed revenue
Data source: Your CRM, matched on lead source
What organic search is worth in pounds, the number the board asks for
Mentions in AI answers
Data source: Monthly prompt checks in ChatGPT, Perplexity and AI Overviews
Whether you are cited when buyers ask an assistant instead of Google
This is our measurement method. It is not a client result.
Muhammad SalmanFounder and SEO strategist. Your strategy and your monthly report come from the same person. About us
The format every future case study follows is on the case studies page: client context, the constraint, what we did, real metrics with dates, and what we would do differently.
See what this would look like on your own numbers.
In the free audit we show which of these stages your site is losing buyers at today.
Who this is for
Who needs a B2B SEO strategy
Anyone about to spend money on SEO content, links or an agency.
A good fit
- B2B companies starting SEO, or restarting it after a disappointing agency
- Marketing leads who must justify SEO budget in pipeline terms
- In-house teams that produce content without a clear plan behind it
- Companies entering a new market, sector or product line
Probably not a fit
- Consumer and local businesses
- Teams wanting a keyword list without a plan to act on it
- Anyone expecting the strategy alone to change rankings
Pricing
B2B SEO from £1,500/month, published
Three monthly SEO packages with a fixed scope. Monthly rolling, 30 days' notice, no setup fee. Most agencies in this market ask you to enquire before they name a price.
Foundation
from£1,500/month
For B2B companies with one product or service line that need the basics fixed and a first set of pages built for buyers.
Growth
Most chosenfrom£3,000/month
For B2B and SaaS teams that want organic search to become a steady source of demos, trials or enquiries.
Scale
from£5,500/month
For multi-product, multi-market or enterprise sites where SEO has to work across teams, templates and regions.
Not sure which package fits?
The free audit ends with a recommendation, including when the honest answer is the smallest package or none.
FAQ
B2B SEO strategy: questions buyers ask
A written plan for how a company that sells to other businesses will be found in search: which buyers and roles to reach, which searches matter at each buying stage, which page answers each one, the technical work needed, and how results will be measured in leads, opportunities and pipeline.
A B2C plan targets one shopper making a quick decision, so it chases volume and measures transactions. A B2B strategy targets a buying group over months: it keeps low-volume, high-value terms, plans content for each role, involves the sales team and measures pipeline. The full comparison is on B2B SEO vs B2C SEO.
No, but you should get one in the first month, whoever does the work. A good agency writes the strategy with you before producing anything. If an agency starts publishing content without a written keyword and intent map, a measurement plan and your approval, treat that as a warning sign.
A baseline of where organic leads and pipeline stand today, a keyword and intent map by product line and buying stage, a prioritised list of technical fixes, a content plan for the next 90 days, a link plan, and the targets we will report against. You approve it before work starts, and it is revised every quarter.
Plan for three to six months before organic leads rise in a way your sales team notices, and six to twelve months for meaningful pipeline. Technical fixes and rewritten money pages can move sooner. New content on a site with little authority takes longer. We set the expected timeline for your site in the 90-day plan and do not promise a date we cannot control.
Our monthly SEO packages start from £1,500/month (Foundation), £3,000/month (Growth) and £5,500/month (Scale). Every price and what it includes is on the pricing page. There is no setup fee.
Free B2B SEO audit
Find out what organic search could add to your pipeline.
The free B2B SEO audit is a 20-minute review of your site, your competitors and the terms your buyers search. You leave with three specific opportunities, whether or not we work together.
- Monthly rolling contract
- 30 days' notice, no lock-in
- Pipeline reporting every month
- No ranking guarantees, ever
We reply within one working day.
Muhammad Salman
Founder and SEO strategist
- Phone
- +92 337 7043287
- Markets served
- United Kingdom and United States, remotely
- Response time
- We reply within one working day