B2B SEO.Five people decide, one of them searches.
In B2B the decision is not made by whoever typed the query. The path runs for months, passes through several people, and each of them wants something different.
What you get
Content for everyone in the decision.
One product, four different questions. A site that answers only one of them drops out of the running at one of the later steps.
The one searching
Usually a specialist or a team lead with a specific problem. They want depth, not a brochure.
- A page per problem you solve
- Technical documentation and specifications
- Comparisons with competing solutions
- Examples of use in their own field
- A way to try it without talking to sales
The one paying
A director or an owner. They do not care how it works, they care what it returns and what they are risking.
- A return on investment calculation
- Price and billing model written down
- Case studies with numbers in them
- References from the same field and company size
- What happens if it does not work
The one vetting it
Legal, IT or procurement. One missing document can stop the whole deal.
- Security and data protection
- Certifications and compliance
- Contract terms and service levels
- Company details and financial stability
- The procurement process and its paperwork
The long path to a decision
Nobody buys on the first visit. So you build a reason for them to come back.
- Content worth downloading in exchange for a contact
- A newsletter with real value in it
- Webinars and recordings
- Tracking return visits
- Connecting it to the CRM
How it runs
How we approach a B2B account.
-
Month 1
Who decides
We map everyone involved in the decision and what each of them wants. We usually find two nobody has written for.
-
Months 2 - 3
The gaps in the content
We build pages for the steps in the decision that do not exist on the site at all.
-
Months 4 - 8
Authority
Expert content, PR, and a presence where your field actually gathers.
-
Ongoing
Measurement through to the contract
Not visit counts but qualified enquiries, and how many of them became business.
Who this is for
Who it works for, and who it does not.
It makes sense if:
- You sell to companies, with an average deal above a few thousand dollars
- Your decision path runs longer than a month
- You have a sales team that takes and works enquiries
It does not make sense if:
- You sell to companies, but on retail logic and with no conversation
- Your market is so narrow that there are fewer than a hundred possible buyers - then going at them directly is cheaper
In B2B the visit count is the least important number there is. Twenty of the right visits a month can be worth more than two thousand of the wrong ones.
Frequently asked questions