As a B2B SEO consultant, I help companies with long sales cycles get found by the people who sign off on a purchase, and I measure SEO by qualified enquiries rather than page views. That means technical SEO that holds up through redesigns, pages that answer what buyers ask before they talk to sales, authority from the publications they read, and tracking that counts real leads.
Case study · US healthcare technology company
Why B2B SEO is different
- Buying cycles are long and several people are involved, so each stakeholder needs answers to different questions
- Search volumes are often small, but each enquiry can be worth a lot
- Leads and pipeline matter, not traffic, so tracking has to count real enquiries
- The best topics often come from sales calls and lost deals, not keyword tools alone
What I do for B2B companies
- Lead tracking in GA4 and Tag Manager that counts real form submissions and bookings
- Technical SEO audits and migration support for redesigns and platform changes
- Content and on-page SEO for service, problem and comparison pages
- Digital PR and link building in the publications your buyers read
- SEO consulting and roadmaps for in-house teams
Measuring B2B SEO by real enquiries
In the healthcare technology case, analytics counted every visit to the contact page as a lead. I rebuilt the tracking so a lead counts only when the form is actually submitted, with booking clicks tracked separately, so reports and ad bidding work from real enquiries. It is usually the first thing I check on a B2B site.
How a B2B engagement starts
- A check of your tracking, so we know what a lead really is
- A review of Search Console, the site and the competitors buyers compare you with
- A short call with sales to collect the questions buyers ask
- A prioritised roadmap with owners and the impact to expect
- Execution and monthly reporting on enquiries and pipeline
Frequently asked questions
Do you work with sales teams?
Yes. Sales calls and lost-deal reasons are some of the best sources of topics, so I ask for a short call with sales early on.
What if our market has very few searches?
Then each search matters more. I focus on the queries buyers actually use, on comparison and problem pages, and on being mentioned where buyers research, including AI assistants.
Do you only work with technology companies?
No. My recent B2B work has been in healthcare technology and software, but the approach suits most businesses that sell to other businesses.
Selling to other businesses?
Tell me who your buyers are and how they find you today. I will tell you what I would fix first.