by Morgan Alverson | Jun 10, 2025
In B2B, SEO isn’t about chasing traffic. It’s about showing up with the right message at the right time, for the right people. You should put the same thought into it that you do with outbound sales, paid media, events, and content marketing. It’s a long-game strategy that puts your business in front of the right people at the right time.
Why SEO Matters for B2B
B2B buyers do their homework. And a lot of it. All before they ever talk to sales. They’re Googling pain points, researching their options, reading case studies, and more. If you’re not showing up in those moments, your competitors probably are.
SEO in B2B isn’t just about ranking for broad keywords, but about owning the questions your ideal customer is asking and building trust before they even hit your contact form.
The right SEO strategy can help you:
- Increase visibility with the right audience
- Attract inbound leads that are further down the funnel
- Build credibility through helpful, relevant content
But doing SEO well in the B2B space takes more than just keywords and meta descriptions.
How to Make SEO Work for Your Business
1. Understand Your Buyer and Their Intent
Not all traffic is good traffic. Focus on the terms your buyers are searching. Optimizing for phrases like:
- “Best [solution] for [industry]”
- “How to solve [pain point]”
- “[Competitor] alternatives”
These are gold for capturing leads with purchase intent.
But also understand that their intent at the time may not be to purchase. They might be in the research phase. You should optimize for phrases and questions like:
- “How to reduce [inefficiency or risk] in [role]”
- “When to upgrade from [basic solution]”
- “Why [approach] doesn’t work anymore?”
- “Trends in Marketing”
Optimizing for these early-stage keywords is just as important. This is where trust is built. All before the sales conversation ever starts. By showing up with genuinely helpful content in these moments, you position your brand as a guide, not just a vendor.
2. Be Clear and Helpful
SEO shouldn’t just bring people in, it should guide them toward action. Make sure your pages are:
- Clear about who you help and how
- Easy to navigate (especially on mobile)
- Equipped with strong calls-to-action
Your website shouldn’t feel like a brochure. It should feel like a natural next step for a motivated buyer. Talk like a human, address the buyer’s problems, and tell them what you want them to do next.
3. Create Content That Serves the Full Journey
B2B buyers often have long, complex journeys. Use content to meet them at every stage:
- Top of funnel: Blog posts answering common questions
- Middle of funnel: In-depth guides, industry comparisons, thought leadership
- Bottom of funnel: Case studies, ROI calculators, FAQ pages
The goal? Be useful, not salesy, and build authority as a result.
4. Get Technical (or Find Someone Who Can)
Site speed. Mobile optimization. Structured data. Clean URLs. These things may feel like backend details, but they have a real impact on your visibility and user experience. They can’t be forgotten.
SEO Isn’t Optional. It’s Foundational.
If you’re serious about driving qualified leads, building authority in your industry, and showing up when your buyers are searching for help, you can’t afford to treat SEO as an afterthought. It’s not about gaming algorithms. It’s about creating clarity. Clarity for both your audience and for search engines (and now AI like ChatGPT). It’s about delivering value before your sales team ever gets involved. And it’s about turning your website into a sales engine, not just a digital business card.
About the author
by Morgan Alverson
