B2B SEO Services

Your best keyword gets 30 searches a month. Your deals take nine months to close. The person doing the Googling isn't the person signing the contract. Most B2B SEO services pretend none of that is true: they chase volume, celebrate traffic and hope some of it becomes pipeline, because that's the playbook that works for selling trainers.

Discoweb does SEO for how B2B actually buys — small volumes, big deal values, long cycles, and buying committees who now shortlist vendors in ChatGPT before your sales team hears a whisper. Here's what that means in practice, and how to tell whether any agency (ours included) gets it.

Why B2B SEO is nothing like B2C SEO

B2C SEO is a numbers game: rank for high-volume terms, convert a sliver, win on scale. Every assumption in that model breaks in B2B.

• The searcher isn't the signer. A mid-level engineer researches, a finance director approves, a founder signs. Your content has to work for all of them.
• The cycle runs six to eighteen months. Someone reading your comparison page today may not appear in your CRM until next summer.
• Volume means almost nothing. A term with 20 searches a month from procurement leads beats one with 5,000 from students and job-hunters.

Most agencies know all this and run the B2C playbook anyway, because traffic graphs are easier to sell than patience. Then the marketing lead ends up in a board meeting explaining why a fatter traffic graph produced zero new opportunities. If that's happened to you, you already know why specialist B2B SEO services exist.

Ten searches a month can be worth six figures

Here's the arithmetic your last agency flinched at. Imagine a keyword like "compliance software for food manufacturers" — call it ten searches a month. A generalist looks at the volume and bins it. Now run it the other way. Ten searches a month is 120 a year, almost all from people with the exact problem you solve. Say your average contract is worth £40,000 a year. If owning that term wins you just two customers annually, one "worthless" keyword is quietly carrying £80,000 of new revenue a year — more over the life of each contract.

Meanwhile the big shiny head term — "compliance software", thousands of searches — is mostly students, competitors and people who will never buy from anyone. Chasing it is an expensive way to look busy. Our keyword research starts with your pipeline and works backwards to the searches that feed it, which is why the strategy we hand you might have thirty keywords on it rather than three hundred.

What's inside our B2B SEO services

No mysterious black box, and no 47-step process diagram that looks identical on every agency website. Our B2B SEO services cover five jobs:

• Commercial keyword research — ranked by deal value and buying intent rather than raw volume.
• Technical SEO — making sure Google and AI crawlers can find, read and trust your site: crawlability, speed, structured data.
• Content for the buying committee — comparison and alternatives pages for your champion, security and integration answers for the sceptics, plain-English proof for whoever holds the budget.
• Digital PR — earning links and mentions in the trade press your buyers read, which builds the authority small-volume rankings depend on.
• Conversion paths — because ranking for the right term means nothing if the page fumbles the handover to sales.

If a job on that list can't plausibly touch a deal, it doesn't make the plan.

How do you prove SEO works when your sales cycle is nine months long?

Honest answer: you can't judge B2B SEO on a 30-day dashboard, and anyone claiming otherwise is selling you the dashboard. What you can do is track the right things in the right order. Early on, that's leading indicators — rankings on commercial terms, the right companies landing on the right pages, demo requests that mention something they read. Later, it's CRM data: which opportunities touched organic search on their way in, and what they were worth.

This is why we treat SEO reporting as part of the service rather than a monthly PDF ritual. We connect content and rankings to the opportunities they influenced, so when the board asks "what did SEO close?", you have an answer that isn't "sessions were up".

Reporting traffic is an agency marking its own homework.

Your buyers are shortlisting on ChatGPT before they ever email you

Picture one member of the buying committee — an ops manager, say — typing "best compliance software for food manufacturers, pros and cons" into ChatGPT. The model names three vendors, summarises each, and a shortlist exists before anyone has opened Google or touched your site. If you're one of the three, you're in the conversation. If you're not, the deal is being shaped somewhere your analytics will never show you.

So we build for it. Our AI SEO work makes your site the kind of source language models cite — clear claims, structured facts, demonstrable expertise — and AI visibility tracking monitors what ChatGPT, Gemini and the rest say about you and your competitors, so you're not guessing. Most agencies on your shortlist won't mention any of this. Ask them why.

What separates a B2B SEO agency from an SEO agency that takes B2B clients?

Every agency on your shortlist will send over a deck, and the decks all look the same — ignore them. The tell is in the questions they ask you. A specialist asks about your average deal value, close rate, cycle length and who sits on the buying committee before they touch a keyword tool. A generalist asks for your Analytics login and starts talking about traffic. Red flags worth walking away from:

• Traffic projections before they've asked what a customer is worth to you.
• A keyword list ranked purely by search volume.
• Reports full of sessions and "engagement" with no pipeline column.
• A blank stare when you ask how they handle AI search.
• Ecommerce case studies wheeled out for a B2B pitch.

London office or laptop in a spare room — judge an agency on its questions, not its postcode. And if you're not ready to commit to anyone yet, start smaller: a proper SEO audit will tell you what's broken, what it's worth fixing, and whether SEO deserves a line on your budget at all.