B2B SEO measured in pipeline, not sessions
Long cycles, several decision makers and search terms nobody else thinks are worth having. Reporting traffic against that tells you nothing useful.
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Low volume, high value Terms chosen by what the deal is worth, not by what the keyword tool says is popular.
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Content your sales team sends Comparisons, costs and objection pages that work in a live deal as well as in search.
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Reported into your CRM Enquiries, opportunities and pipeline, so the programme can be defended in a budget meeting.
Book a pipeline review
Tell us what you sell, what a typical deal is worth and how long it takes. We will come back with where search fits and what it could realistically produce.
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Why B2B SEO gets cancelled
Three reasons, and none of them are that search does not work for B2B.
What B2B buyers actually search
Low volume, unglamorous, and every one of them is made by someone in the market.
How a B2B purchase moves
Months, several people, and most of it happens before you know they exist.
The B2B year, and when to be visible
B2B and industrial work we have run
WooCommerce Online Store
Ecommerce SEO, indexing control and content funnels
Health & Wellness Brand
Topical authority, E-E-A-T and AEO in a YMYL nicheReporting traffic to a board that wants pipeline?
Tell us your deal size and cycle length. We will show you what search should be measured on instead.
Who runs B2B programmes
Anees Akram
Anees runs B2B work backwards from the deal. Average contract value and cycle length decide which terms are worth pursuing, what the content has to do, and what the reporting has to prove before anyone renews the budget.
Traffic is the wrong number
A B2B deal takes months, involves several people who all search differently, and closes long after whatever first brought them to the site. Reporting sessions against that is close to meaningless. The numbers worth watching are qualified enquiries, opportunities created and pipeline value, which means the reporting has to reach into your sales system rather than stopping at the analytics dashboard.
The best keywords have almost no volume
Forty searches a month for a term that describes exactly what you sell, to someone whose contract is worth six figures, beats twelve thousand searches for something vaguely related. Volume is a consumer metric that got borrowed by B2B and it has misled a lot of content budgets. We work backwards from deal value: which searches, however rare, are made by people who can actually buy.
Write what your sales team is already saying
Ask any experienced salesperson for the twenty questions they answer every week and you have a content plan that will outperform anything a keyword tool suggests. Comparisons against the alternatives, what it costs and why, how long implementation takes, what happens with the compliance question that always comes up. These pages rank and, more usefully, they get sent by your own team in the middle of live deals.
Buy first, then think about thought leadership
The usual mistake is to open with a blog aimed at an audience years from buying. Start at the other end: the comparison pages, the alternatives pages, the application and industry pages where someone already in the market is looking. Those produce enquiries within months and they fund the broader content that follows.
For manufacturers, the specifics are the SEO
Buyers search by part number, material, tolerance, capacity and standard. Pages built around those, with real specification tables and downloadable drawings, are the ranking asset, and a vague brochure site is disqualified before anyone calls. There is also the awkward question of your distributors ranking for your own products, which is a strategy decision about routing enquiries rather than something to ignore.
The volume is far lower, the deal is far larger, several people are involved and the cycle runs for months. That changes which terms are worth pursuing, what the content has to do and what counts as a result.
Enquiries and opportunities tagged at source in your CRM, self reported attribution on the form, and pipeline value rather than closed revenue in the early quarters. Anything judged on a ninety day window is measuring the wrong thing.
Buying intent, nearly always. A term with forty searches from people who can sign a contract beats a popular term read by people who never buy anything.
Usually yes, but not for the product name. It works for the problem, the application, the specification and the alternatives to whoever your buyers use now.
An hour. The questions they answer repeatedly, the objections that stall deals and the language buyers actually use are worth more than any keyword export.
Yes, and the work looks different: specification pages, part numbers, drawings, application content and a decision about how enquiries are routed between you and your distributors.
See what search could add to pipeline
Tell us what you sell, what a deal is worth and how long it takes. We will come back with the terms worth owning and what they could realistically produce.
- Buying intent terms in your category
- What your competitors rank for that you do not
- How the results should be measured
What happens next
- 1You share deal size, cycle and category.
- 2We research the terms and who owns them.
- 3You get a written view within five days.
Book your pipeline review
No deck, no obligation, written findings.
Request received!
Thanks! We have your request. Check your inbox within 48 hours for your written proposal. Nothing else needed from you.
