SEO strategy: a step-by-step guide
SEO compounds like interest. The right work done early pays back far more over time, but the order matters: rankings first, then traffic, then leads.
B2B SEO and PPC,
judged on pipeline.
Search is all we do. For B2B and SaaS companies with long sales cycles, we cover SEO, paid search and AI search. A senior specialist runs your account, and we judge the work by qualified leads and pipeline, not traffic.
Built for long sales cycles
B2B results arrive on your buyers’ timeline, not your reporting calendar. The work that gets you onto a shortlist in March shows up as pipeline in July – and keeps compounding from there.
B2B SEO and PPC services
Everything B2B search needs, in one team – keyword research, bottom-of-funnel pages, paid search, technical work, authority and the measurement that ties it to pipeline. Nothing falls through the gaps.
Get your free search auditWe group terms by the search results they have in common, so each intent has one page that owns it. Then we sort what’s left by who’s searching and how close they are to a decision – and tell you which parts of the list aren’t worth your money, even though they have search volume.
Comparison and alternatives pages, integration and compatibility pages, use-case and industry pages, and pages that answer the questions that come up once someone senior joins the conversation. They rank faster than the category term and convert at a different rate entirely.
Your buyer evaluates suppliers for a living and can tell within a paragraph whether the writer has done the work. Specificity, numbers with a source and a date, honest limitations and documentation-grade detail – briefed by people who know your category and signed off by someone accountable for it.
A marketing site, documentation and an application on a subdomain – often on a framework that makes crawlers work hard to reach the content that matters. Then there’s gating: what sits behind a form, what doesn’t, and what that costs you in visibility. We set out the trade-off so you can make the call.
More and more buyers ask ChatGPT or Gemini for a shortlist of suppliers before they open a results page, and the model names a handful of sources. We work on making you one of them: entity and structured-data work that tells a model who you are and what you do, and content that’s easy to quote.
In a category where buyers are professionals, the links that count come from work worth citing: original data, real expertise, partnerships and the trade press that covers your sector. We tell you where every link came from – and if your category can be won without a link programme, we say so.
Google Ads and Microsoft Ads set up for long sales cycles: keyword lists that keep out students and jobseekers, LinkedIn profile targeting on Bing to reach the right companies and job functions, and bidding based on qualified leads from your CRM rather than form fills.
We agree what counts as a qualified lead before anything else, connect each visit to its outcome over a window long enough for your real sales cycle, and send a monthly report that opens with qualified leads and pipeline.
Free B2B search audit
We look at your search before we talk. Then our founder, who has spent 14 years in search, takes you through what's keeping your buyers from finding you in Google and in AI answers. It takes 30 minutes. Nothing to prepare, no obligation.
You'll come away with:
- Which searches in your category are commercial – and which come from job seekers and students
- What's technically holding your important pages back – and what it's costing you
- How you compare with competitors in Google and in AI answers
- Whether your measurement can connect a click to a deal – plus a prioritised action list
“Quick, easy to work with, and they often sort things out before I’ve even had time to worry.”Suad Dimiraca, HyrBox
Speak to our founder
No sales team. Your first conversation is with our founder. Email or book 30 minutes.
Nils Fridlund
What does a B2B search partnership look like?
We build your search around the people who sign off the purchase, and measure it in qualified leads and pipeline.
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Free B2B search audit
We look at where you're visible for the terms your buyers actually use, which of those terms are commercial and which come from job seekers, what your competitors are taking, the technical state of your site, and whether your measurement can connect a click to a deal. Our founder takes you through what we find in 30 minutes. No obligation.
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Priority order, then build
Ranked by effect on pipeline rather than on traffic, with an honest note on which parts your own team could do. Measurement goes first – in a long-cycle business a decision made on bad attribution keeps costing you for a year – then the bottom-of-funnel pages, then the technical work.
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A monthly rhythm you can rely on
A named specialist who runs your account and is a call or an email away, a monthly report built around qualified leads and pipeline, and a three-month trial you can end at any point. After that it's rolling monthly, with 30 days' notice.
Senior judgement, at scale.
A senior search team, backed by 30 systems we’ve built in-house that read and draft at a scale no team of people could match. A person signs off everything that reaches your site.
Your B2B search team
A named senior search specialist runs your account and is your contact – the same person over time, with no account managers in between. Backed by analysts, technical specialists and our paid search team when the work calls for it.
What you can expect
Four promises we make to every client.
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Data you understand
You should be able to trust the numbers and justify them – to yourselves, your management team and your board. No black box.
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Results you can feel
Growth should be something you notice day to day and see in your revenue – not in clicks and impressions.
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A partnership, not a transaction
A relationship that gathers pace over the years. We understand you better every day, and the results build rather than tail off.
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Hungry for more
Because we can't help it, and because we only win when you do. Our job is to stay ahead, so you never have to wonder whether your agency is keeping up.
Insights
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Read the article
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Read the articleSEO trends 2026: how to optimise for AI search
Most Google searches already end without a click. Pages cited in AI Overviews get more clicks than those left out, and that calls for a different approach.
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Read the articleGEO: a practical guide to generative engine optimisation
In one study, pages ranking first on Google appeared in AI answers 25% of the time. GEO is about becoming the source AI quotes in its answers.