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Being a London-based SEO consultant who has helped B2B brands ranging from early-stage startups to £1B+ enterprises, I know exactly how B2B search behaves - and how to win it.
My B2B SEO services are built to reach the people who sign off on the deal, not just the ones who browse.
B2B SEO Consultant
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Driving Qualified Pipeline 📈
B2B search doesn't behave like consumer search. Volumes are lower, intent is far higher, and the person searching is usually one of several people involved in the decision. A keyword with 200 searches a month can be worth more to your business than one with 20,000, as long as it's the right 200 people.
That's why my B2B SEO services start with understanding your sales cycle, not a keyword tool export. I map the queries your buying committee makes at every stage - from early problem-aware research through to the comparison searches that happen right before a shortlist is drawn up - and make sure you have the strongest page in the SERP for each of them.
Over the past 15+ years I've done this for B2B businesses across SaaS, fintech, professional services and ecommerce, and the pattern is always the same - the moment you stop chasing traffic for its own sake and start focusing on the searches your buyers actually make, organic search becomes your most profitable channel.
“Itamar has been key in making site suggestions... a pleasure to work with; pro-active, responsive and very knowledgeable. Highly recommended!”
If your organic leads have plateaued, or your traffic looks healthy but your pipeline doesn't, one or more of these issues is usually the reason.
Publishing top-of-funnel blog content feels productive, but if none of it maps to how your deals actually close, you end up with impressive traffic charts and an empty pipeline. Every page you publish needs to have a job within your funnel.
When buyers search for comparisons, alternatives and “best X for Y” shortlists, someone's pages are meeting them. If you don't have those pages, the searches closest to revenue are being won by your competitors.
B2B buyers are sceptical by nature, and so is Google. Without credible links, expert-led content and a strong entity presence, even accurate content struggles to outrank established competitors - and LLMs won't recommend you either.
What do my B2B SEO services involve?
Mapping the searches your decision makers actually make at every stage of the funnel, rather than relying on high-volume head terms that attract the wrong audience.
Comparison pages, alternatives pages and solution pages that capture the searches happening right before a shortlist is drawn up.
Making sure crawling, indexing and site structure are working in your favour, so the content you invest in can actually rank.
Earning authority signals from publications your buyers genuinely read and trust.
Building out topical depth around your service lines so that Google - and increasingly LLMs - treat you as the authority in your space.
Reporting tied to qualified leads, pipeline and revenue, so you always know what your SEO investment is returning.
The way I see it, B2B SEO only works when it respects how B2B buying actually happens. Deals take weeks or months, involve multiple stakeholders, and are researched thoroughly long before anyone fills in a contact form.
I start where the revenue is closest: the bottom of the funnel. Comparison pages, alternatives pages and use-case pages capture buyers who are actively shortlisting, which means they tend to deliver leads quickly. From there, we build upwards into the research-stage content that fills the top of your pipeline and establishes your expertise - the kind of content that also earns links and gets cited by AI tools.
And because a B2B lead isn't valuable unless it's the right lead, everything is measured against pipeline and revenue rather than rankings alone. If you'd like to see what that would look like for your business, get in touch and I'll tell you exactly what you need to know.
A lot of businesses searching for a B2B SEO agency don't actually want an agency - they want senior expertise pointed at their pipeline. The reason why agencies struggle with B2B is that it punishes generic execution: if the person writing your comparison pages doesn't understand your buying committee, the content reads like it was written from a brief, because it was.
Working with me means the person who maps your funnel is the person who's done it for 15+ years. SEO for B2B is about judgement more than volume, and judgement doesn't delegate well.
B2B SEO is search engine optimisation for businesses that sell to other businesses. It focuses on lower-volume, higher-intent keywords, longer sales cycles, and content that speaks to the multiple decision makers involved in a B2B purchase - from the person doing the initial research to the person signing off on the budget.
The main difference is the buying process. In B2C, one person usually makes a quick decision, so search volume matters a lot. In B2B, several stakeholders research over weeks or months, which means you need content for each stage and each person involved. It also means a keyword with a few hundred searches a month can be far more valuable than one with tens of thousands.
You'll typically see meaningful movement within 3 to 6 months, with results compounding after that. Bottom-of-funnel pages often deliver leads sooner, because they target buyers who are already comparing options and are close to making a decision.
Yes - SaaS is one of my core specialisms, and most SaaS businesses are B2B. I offer dedicated SaaS SEO services that cover comparison pages, programmatic SEO and AI search visibility in more detail.
Against the metrics that matter to your business - qualified leads, pipeline influenced and organic revenue - rather than rankings alone. Rankings and traffic are indicators, but at the end of the day, SEO is only working if it's making you money.
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