What it is
What is B2B SEO?
B2B SEO is search engine optimization for companies that sell to other businesses, where a purchase takes months and several people research it first. It builds the page each of them looks for and ties search to the deals it starts. We judge it by two questions: does every role find an answer, and does sales get the lead?
What counts: a lead your sales team accepts. Not traffic, and not every form.
The method is the same as in any SEO program: technical health, commercial pages, content and links. See which pages each role needs ↓
How B2B buyers search
Which pages does your buying committee need?
One for each question the committee asks. In a typical committee of four, operations looks for the service, engineering compares, finance checks the cost and IT checks what it connects to.
| Role | Searches for | The pages that answer |
|---|---|---|
| Operations | The service, by industry and use case | Service page, industry and use-case pages |
| Engineering | Comparisons, alternatives and specs | Comparison and alternatives, specs and how it works |
| Finance | Cost, pricing and payback | Cost and ROI |
| IT | Integrations, security and implementation | Integrations, security and implementation |
Our page map format, for a committee of four. The strategy maps every role in your market.
Step one
What does the free search potential map show?
One priority service in one market, in up to 2 business days: how much buyers search for it, who wins that demand today and why, whether your site is ready to compete, and a first look at AI answers. Then a 20-minute call with Mike or Alex and one direct recommendation.
Our map format, filled in for a typical endpoint security vendor
01 Search demand
How much buyers search for your service, by query group.
Search demand
Found- What we saw
- 34 buyer queries with steady monthly searches, from “managed endpoint security” to “EDR pricing per endpoint”. A third of them are comparison, compliance and cost queries, the kind security leads and finance ask.
- What to do
- Build first for the groups that sell: the product, pricing and compliance.
Check it yourself. Search for what you sell, plus “cost”. Whose page answers?
02 Who wins it today
Two similar competitors and the search leader, page by page.
Who wins it today
Gap- What we saw
- Review sites and lists hold four of the top five places for the category search. Competitor A wins the comparison searches with one alternatives page.
- What to do
- Get onto the lists that rank, with correct facts, and publish your own comparison page.
Check it yourself. Search “best” plus your category. Do the lists that rank name you?
03 Page types you lack
The pages buyers look for before they get in touch.
Page types you lack
Gap- What we saw
- One product page for every company size, and no pages on pricing, compliance or deployment.
- What to do
- A pricing page, a page for each compliance framework you support and a deployment page.
Check it yourself. Ask your sales team what finance and compliance ask on calls. Does your site answer it?
04 Site readiness
Whether your site can compete for the demand it finds.
Site readiness
Gap- What we saw
- Key pages are indexed. The data sheets exist only as PDFs, and the demo form doesn’t record the page a lead came from.
- What to do
- Two fixes before new pages go live: data sheet details on HTML pages, and the landing page saved with every request.
Check it yourself. Send a test request from your site. Does it arrive with the page it came from?
05 AI snapshot
A first look at what AI answers say about your category.
AI snapshot
Watch- What we saw
- Five buyer questions on ChatGPT, Google AI Overviews and Perplexity, run once. The answers named four vendors and cited two review sites, but not you.
- What to do
- If AI answers matter for how your buyers choose, the SEO and GEO strategy covers both in the same time.
Check it yourself. Ask ChatGPT for the top providers in your category. Are you named?
06 The recommendation
One direct answer on what to do next.
The recommendation
Found- What we saw
- Go to an SEO strategy: there is demand worth winning, and the gaps are pages your team can publish.
- What to do
- Go through it on a 20-minute call with Mike or Alex.
Check it yourself. Could your team publish a new page this month?
Every part ends as Found (in place), Gap (missing or broken) or Watch (check again). The map is yours, whether you work with us, your own team or another agency.
SEO and AI search
Is SEO still worth it for B2B?
Yes, if your buyers search. To appear in Google’s AI Overviews and AI Mode, a page has to be indexed and eligible to show with a snippet in Search (Google Search Central). What changes is where the clicks go: the answer often sits above the links.
- GEOBe named and described correctly when buyers ask AI.AI search optimization →
- AEOBe the direct answer to a specific question.
- SEORank the pages buyers need and earn the click. Technical fixes, commercial pages, content, links and mentions.This page
When B2B SEO pays off
- Buyers search before they call, and more than one of them does.
- A new client is worth several months of work.
- Your experts can review pages in days, not quarters.
- You want a channel that keeps working between campaigns.
When it won’t, yet
- Little search demand. The free map checks this first.
- You need pipeline next month. Paid search and LinkedIn are faster.
- Your site can’t be changed, or every change takes a quarter.
The Wonderflow Method
How does a B2B SEO program run?
In four stages, and after each one you decide whether to continue. First changes on individual queries usually show one to three months after a page goes live. We judge leads over six months, and pipeline over your sales cycle.
Map, audit, strategy, monthly work
◆ You decide
Up to 2 days Free search potential map
One priority service in one market: how much buyers search for it, who wins that demand today and why, and whether your site is ready to compete for it.
◆ You choose what comes next: an SEO strategy, an SEO and GEO strategy, fix the site first, or come back later.
From you Your site, one priority service and the market.
Optional · 10 business days SEO audit
For when you need a diagnosis before a plan: technical health, content and on-page, internal links, links from other sites and the path to an inquiry, with every issue ranked by impact. The strategy includes its own technical audit, so most companies need one or the other. If you start the strategy within 14 days, the audit’s price counts toward it.
From you Search Console and analytics access. One site in one language.
3–4 weeks SEO strategy
Keyword map by role and buying stage, site structure, competitor and results analysis, technical audit, page and conversion requirements, link strategy, and a six-month plan with a forecast in three scenarios. Your sales team adds the questions buyers ask on calls.
◆ You approve the plan and the forecast.
From you Access to analytics and Search Console, your priority products, the competitors you know and a call with your sales team.
Every month Monthly SEO program
The strategy turned into published pages, content and fixes, from a set monthly capacity. Every task is agreed with you before work starts.
◆ You agree each month’s tasks.
From you One owner for the site, and your experts’ check of the facts.
The map, the audit and the strategy stay with you, whether you implement with us, your own team or another agency.
What the monthly work covers
Search research and page map by role
What each role searches at each stage, every query mapped to the one page that should rank.
Technical SEO
Crawling, indexing, redirects, duplicates, speed and mobile, fixed in order of impact.
Pages for every role
Service, industry, comparison, cost, integrations and security pages. Facts checked with your experts.
Links and digital PR
Trade publications, directories, associations and partners, by a separate plan. No link packages.
Every month, without spending unitsMonitoringThe panel: rankings, clicks and leads by page groupPrioritiesReport and plan
Build a month
What can a month of B2B SEO deliver?
At Growth pace, about 2 commercial pages, 2 articles and 4 page improvements. The monthly program is a set capacity in units. Pick a pace, then change the mix. Every task has a fixed size. Monitoring, the panel, the report and the plan run every month without spending units.
| Pace | Units a month | Commercial pages | Articles | Page improvements |
|---|---|---|---|---|
| Starter | 6 | 1 | 1 | 2 |
| Growth | 12 | 2 | 2 | 4 |
| Scale | 18 | 3 | 3 | 6 |
A turnkey commercial page takes 3 units, or 1 if your team designs and builds it. A comparison page in your existing template, an article, a page improvement, a technical fix and a conversion review take 1 each.
SEO that sales can use
How do we measure B2B SEO, and what can sales use?
By the leads your sales team accepts, then the pipeline they open, not by traffic alone. Every month we check the same agreed buyer queries and follow every lead from search to the deal.
Commercial visibility
- We count
- Positions for the set of buyer queries we agree with you, checked with the same settings every month, each query type on its own: service, industry, comparison, cost and ROI, integrations and informational.
- We leave out
- Brand queries in the headline number. They usually rank from the first month and make any report look good.
- Source
- Rank tracking and Search Console. We build the list from keyword research with professional tools, your analytics and Search Console, your sales calls and what competitors rank for. You approve it.
Organic inquiries
- We count
- Demo, quote and RFP requests from organic search, by landing page, counted once.
- We leave out
- Spam, duplicates, job applications and vendors pitching you.
- Source
- Your analytics, with the landing page saved on every request.
Sales-accepted leads
- We count
- Inquiries from search that your sales team accepted as qualified, each with the page it came from.
- We leave out
- Leads sales turned down. Before the first report we agree with sales what counts as qualified.
- Source
- Your CRM, with the landing page on every lead. If you don’t use one, we recommend setting one up and can help.
Pipeline from organic
- We count
- Opportunities and their value from leads that first came from search, where your CRM keeps the first visit.
- We leave out
- Deals from people who only read an article and came back by another channel. They go on a separate line.
- Source
- Your CRM. We don’t promise rankings or a set number of leads. No one can. The strategy sets a forecast in three scenarios, and every report sets the result against it.
What you get every month
A report your sales team can check: the leads they accepted against the forecast, what shipped, what we found and fixed, and what comes next. Every lead in your CRM carries the page it came from.
Our report format, filled in for a typical month of an endpoint security vendor.
Monthly B2B SEO report
Month 4
Checked
- The agreed queries, same settings
- Every month
- Brand queries
- On their own line
- Landing page on every lead
- Checked in the CRM
Result
- Sales-accepted leads from search
- Against the forecast
- Pipeline from organic
- On its own line
Shipped
- Pricing page for 100 to 1,000 endpointsPublished in week 1
- HIPAA compliance pagePublished in week 3
- Links from the product page to bothChecked on the site
Found and fixed
After a site update the demo form stopped saving the landing page. Fixed the same week, and the form is now checked after every release.
Next month
A comparison page, EDR against antivirus, once your security team confirms the facts.
By business
Who searches in your market, and which pages win it?
It depends on who signs off. A security vendor sells to IT and compliance, a lender to the owner and finance, a travel company to finance and HR. Pick your business.
B2B software · endpoint security
- Who signs off
- IT
- The security lead
- Finance
- Often: compliance or legal
- How they search, stage by stage
- The problem
ransomware protection for 500 laptops
- The shortlist
best EDR for mid-size companies
- The checks
EDR deployment time
- The problem
- The pages that win
- Comparison pages
- Pricing by number of endpoints
- A page for each compliance framework you support
- What we check first
- Whether pricing and compliance pages exist and are current, and who reviews them.
Fintech · equipment financing
- Who signs off
- The owner
- Finance
- Often: operations and an outside accountant
- How they search, stage by stage
- The problem
how to pay for new equipment
- The shortlist
equipment financing companies
- The checks
equipment loan approval time
- The problem
- The pages that win
- A comparison of leases and loans
- Pages by equipment type
- Rates and terms spelled out
- What we check first
- Whether rates, terms and eligibility are clear and current, and who reviews them.
Google’s quality guidelines hold pages about money and health to a higher standard of trust. Fintech marketing →
Healthcare · occupational health clinics
- Who signs off
- HR
- The safety manager
- Finance
- Often: operations at each site
- How they search, stage by stage
- The problem
physicals for new hires
- The shortlist
occupational health providers
- The checks
occupational health turnaround time
- The problem
- The pages that win
- Pages by exam type
- A page for each location
- Pricing per employee or per exam
- What we check first
- Whether each location has its own page, and who reviews the medical claims.
Pages about health get the same stricter reading. Healthcare marketing →
Real estate · flexible office space
- Who signs off
- Operations or the workplace lead
- Finance
- HR
- Often: IT and the CEO
- How they search, stage by stage
- The problem
office for a growing team
- The shortlist
flexible office providers
- The checks
flex office contract terms
- The problem
- The pages that win
- Pages by team size and location
- A cost comparison with a lease
- Contract terms spelled out
- What we check first
- Whether each location page shows price ranges and terms, and leads to a tour request.
Travel · business travel management
- Who signs off
- The travel manager
- Finance
- HR
- Often: IT for the expense system
- How they search, stage by stage
- The problem
control business travel spend
- The shortlist
travel management companies
- The checks
travel management fees
- The problem
- The pages that win
- A service page by company size
- A duty of care page
- A fees page
- Integration pages for expense systems
- What we check first
- Whether the fees are on the site, and whether the duty of care page answers what HR asks.
Team
Two founders, one strategy.
Our SEO team runs your program day to day, and a designer and a developer join for page tasks.
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Every project has a founder on it and a team lead for each service.
- SEO teamAn SEO specialist, a marketer, a copywriter and a project manager. A designer and a developer join for page tasks.
If the people on your program change, the page map, the query list and our notes stay with the project, and so does a founder.
- 2015founded
- 100+client projects
- 15+projects for US companies
Most of our clients come through a recommendation. Meet the team →
Price
How much does B2B SEO cost?
The search potential map is free. The strategy starts at $X, and the monthly program starts at $X a month, set by the pace you choose. B2B SEO is usually sold as a monthly retainer, often after a one-time audit or strategy.
Free search potential map
$0
Up to 2 business days
- One priority service in one market
- Search demand, who wins it today and why
- Whether your site is ready to compete, and a call with Mike or Alex
SEO strategy
From $X
One time · 3–4 weeks
- Keyword map by role and buying stage
- Competitor, results and technical analysis
- A page map for every role, with requirements for pages, links and conversion
- A six-month plan with a forecast in three scenarios
Monthly program
From $X a month
Starter, Growth or Scale pace
- 6, 12 or 18 units of work a month
- Monitoring, the panel, the report and the plan without spending units
- Every task agreed with you before work starts
How the program works
- The pace sets the price. You can change it from the next month.
- Unused units move to the next month if the delay is ours.
- Link building has its own plan, and the placement budget is agreed with you first.
If you leave
Give us 10 business days’ notice. The map, the strategy, every page we built and every report stay with you, and so do your Search Console and analytics.
- What moves the price
- For the monthly program, only the pace. For the strategy, the size of the site and the number of markets and languages.
- SEO audit
- From $X, one site in one language, in 10 business days. Its price counts toward the strategy if you start it within 14 days.
- Not included
- The link placement budget, translation, and development beyond the agreed tasks. Each is quoted separately.
At six months we set the leads sales accepted against the forecast with you and agree on what to change.
Questions buyers ask
B2B SEO FAQ
The short answer comes first. Open any question for the detail.
Is SEO important for B2B?Yes, when your buyers research online.
B2B buyers research long before a sales call, and several people on the committee search on their own. SEO puts your pages in front of each of them. It matters less when buyers come only through referrals or tenders. The free map checks demand before you spend anything.
How do you do B2B SEO?Map the committee’s searches, then build a page for each.
Start with what each role searches and at which stage, and map one page to each intent. Fix what holds the site back, publish commercial pages first and guides that link to them, earn mentions in trade sources, and follow every lead from search into your CRM.
Which B2B SEO agencies are the best in the US?The ones that report on pipeline, not traffic.
Lists rank agencies by size or reviews. A better test is how an agency measures a long sales cycle: which queries it tracks and who chose them, and whether it follows leads to the deals they open. Ask every agency, including us, to show a monthly report. Ours shows the leads sales accepted and the pipeline, against the forecast.
How much does a B2B SEO agency cost?Map free. Strategy and monthly work from $X.
Agencies usually charge a monthly retainer, a fixed fee for a project or an hourly rate for consulting. Ours: the map is free, the strategy starts at $X as a fixed fee, and the monthly program starts at $X a month. The monthly price depends only on the pace, in units a month.
How long does B2B SEO take to generate pipeline?First moves in 1–3 months. Pipeline follows your sales cycle.
First changes on individual queries usually show one to three months after a page goes live. Leads follow, and pipeline arrives one sales cycle later. If your deals take six months, judge the leads sales accepts after six months and pipeline from search over a year.
Do you work with our sales team?Yes. They know what buyers ask.
We ask sales which questions come up on calls and which deals were lost and to whom, use the answers in the page map, and agree with them what counts as a qualified lead before the first report.
Which queries will you track, and who chooses them?The ones buyers search. You approve the list.
We research keywords with professional tools, review your analytics and Search Console, learn from your sales calls and check what competitors rank for. You approve the final set of queries, and we check it every month with the same settings.
Do we need a CRM?It helps. We can help you set one up.
We record every lead from search with its landing page, in your CRM if you use one. If you don’t, we recommend setting one up and can help. Either way, your sales team confirms which leads were qualified.
Can you guarantee first-page rankings?No. No one can.
We don’t promise rankings or a set number of leads. No one can. Rankings depend on search engines, competitors and how quickly changes go live. We control the work: pages, fixes, content and links. The strategy sets a forecast in three scenarios, and every monthly report compares the result with it.
Insights
Two guides and an article for B2B search
MQL vs SQL: what counts as a qualified lead
Marketing and sales often mean different things by “qualified.” Here is one deal followed through both marks, a one-page agreement to fill in, and a way to teach Google, Meta and LinkedIn from the second mark.CheckedIdeal customer profile (ICP): a B2B template with examples
Nine fields, filled in for a typical B2B company. How to build your own from won and lost deals, how it differs from a buyer persona, and how it becomes a LinkedIn target list and Google Ads settings.CheckedAI search optimization: what to check, change and measure
An AI answer can leave out a company, describe its offer incorrectly or cite a source that explains the product poorly. Each observation calls for investigation. The practical work starts by recording the answer and checking the information behind it.Checked
Start here
Is B2B SEO worth investing in for you now?
Within two business days you’ll know whether your buyers search for what you sell, who wins that demand today and where to start. The map is free.
- 01Tell us your site, one priority service and the market.
- 02Within two business days you get the map: demand, competitors, site readiness and a first look at AI answers.
- 03A 20-minute call with Mike or Alex and one direct recommendation.
Already know you need a diagnosis? Request an SEO audit: a ranked list of what blocks your rankings and leads, with briefs your developers can work from.