Leads are small or off-target
Forms come in from students, vendors and companies too small to buy.
B2B SEO
Give sales more qualified buyers to talk to.
A B2B purchase is researched for months, by several people, before anyone fills in a form. We build the page each of them is looking for, so your company is in what they find, and we count qualified leads.
Top-three rankingsFormance · earlier agency work+210%Organic traffic+21%
What we measure3/3
- Problem and solution searches you appear in
- Qualified leads from organic visits
- Pipeline that began with a search
Get your free SEO audit
No cost and no commitment.
The search problem
The buying group reads for months before it calls.
An operations manager searches the problem. The director searches the vendors. Finance searches the cost, and IT searches the security questions. By the time one of them contacts sales, the shortlist is set. A site that speaks only to the first of those people, or only about itself, is not on it.
We map who is in the buying group and what each one searches, build the page that answers each, and connect the form to your CRM so we can tell a qualified lead from a visit.
In plain terms
What is B2B SEO?
B2B SEO is search work for companies that sell to other companies. The sale is slower, the price is higher and several people have a say, so the work covers more ground than a single service page. Your company has to be found for the problem, trusted on the solution, and useful to the person who must defend the choice inside their own firm.
Search volume matters less here than in consumer markets. A term searched fifty times a month can be worth more than one searched fifty thousand times, if those fifty people run purchasing for firms your size. The work is judged by qualified leads and pipeline. For software companies the pattern has its own shape, covered on our SaaS SEO page.
Signs search is sending the wrong people
Sales has nothing to send
Reps answer the same five questions by email, because no page does it for them.
Low volume put you off
Someone decided SEO does not work in your market because the search numbers looked small.
The site talks about you
Pages list capabilities, and none takes up the buyer’s problem in the buyer’s words.
What we do in B2B SEO
With your sales team we list who takes part in a purchase and what each one needs to see: the user, the manager, the technical reviewer, finance and the person who signs. Each need becomes a search and a page.
Service and solution pages say what is delivered, who it suits, how it is put in place and what it does not do. A buyer should be able to forward the page to a colleague in place of a meeting.
Case studies with figures, implementation guides, security and compliance answers, and honest comparisons with the alternatives, including doing nothing. These are the pages a buying group passes around.
Form leads carry their first landing page and search source into your CRM. Each month we report qualified leads and pipeline by page, and sales tells us which leads were real.
Start here
Ask sales for the five questions.
The best B2B keyword research is a conversation with your own sales team. Ask each rep for the five questions buyers ask on nearly every call, and the two objections that stall deals. Those are searches, made in private, by people further along than any keyword tool will show you.
Then check whether your site answers each one on a page a rep could send. Where it does not, you have found a search gap and a sales gap at once, and one page closes both.
- 01Collect the five most common buyer questions from each salesperson.
- 02Group them by who asks: the user, the manager, the technical reviewer or finance.
- 03Search each question as a buyer would. Note who answers it today.
- 04Mark the questions your site answers on a page worth forwarding.
- 05Write the missing pages in order of how often the question stalls a deal.
What you get
Work you can hold.
- A buying-group map: who searches what, and when
- Solution pages a buyer can forward
- Case studies, comparisons and implementation answers
- CRM tracking from a search to a qualified lead
- A monthly read on leads and pipeline by page
The readout
How we know it worked.
We record a baseline before we change anything, then read search visibility beside the actions that pay the bills.
- Problem and solution searches you appear in
- Qualified leads from organic visits
- Pipeline that began with a search
Pricing
Your investment in being found
Three ways to invest in your business showing up when buyers search. Each package is billed monthly, month to month, and each one includes everything in the one before it.
Foundation
The work every site needs, done properly and kept up every month.
$1,000a month
Month to month
We recommend
Growth
Foundation, plus the pages, articles and links that reach more of your buyers.
$2,500a month
Month to month
Leadership
Growth, plus press outreach, more markets and reporting that follows each lead to revenue.
$5,000a month
Month to month
The price changes only when the scope does, such as a very large catalog, many locations or a move to a new platform, and we agree any change in writing before the work starts.
Questions
Before we start.
Can SEO work when our market has low search volume?
Yes. In B2B a small number of searches can stand for a large amount of revenue. We aim at precise terms and useful pages and judge the work by qualified leads, which is where a low-volume market often does well.
How long before SEO produces qualified leads?
Pages that answer late-stage questions can bring leads soon after they rank. Because your sales cycle is long, revenue follows later. We report leads and pipeline by page from the start, so the trend is clear before deals close.
How do you tie organic traffic to revenue?
Through your CRM. Each form lead carries its first landing page and source, and we follow it to an opportunity and to closed revenue. Where a buyer visits many times before converting, the report says what was measured and what was inferred.
Have you worked in our industry?
Ask us. We will name the work we have done closest to your market, or tell you plainly that it is new to us. The method matters more: we learn the market from your sales team and your customers, and your experts review every page before it is published.
Do you guarantee rankings?
No, and Google says no one can. We commit to the work, the dates and honest reporting on what it produced.
Keep exploring
Find the next useful page.
All SEO servicesExplore the full search program and its specialized services.SaaS SEOSearch built around trials, demos and pipeline.SEO Content WritingPages a buyer can forward to a colleague.HubSpot SEOLeads and pipeline traced back to the search.Digital PRCoverage in the trade press your buyers read.B2BThe full marketing program for companies that sell to companies.
Tell us what you sell and who buys it. We will show you what that buying group finds when it searches today.
- How your buyers search for what you sell
- Who shows up above you today, and why
- Your website, as Google reads it
Prefer email? Write to hello@wearemachina.com
Prefer to talk? Call (831) 230-7787
Top-three rankingsFormance · earlier agency work+210%Organic traffic+21%
What we measure3/3
- Problem and solution searches you appear in
- Qualified leads from organic visits
- Pipeline that began with a search
Get your free SEO audit
No cost and no commitment.