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B2B SEO
Your buyers spend months building a short list. Your SEO job is to make sure you're on it.
B2B buyers don't behave the way Google's ranking algorithms were originally tuned for. A typical B2B buyer researches for three to nine months before they ever fill out a demo form. They read case studies, compare alternatives, check Reddit, dig into pricing, and then — when they're ready — start a conversation with sales.
B2B SEO isn't about winning one search. It's about showing up over and over, in the right content, for the right part of the journey, until you're on the short list.
What the work looks like
- Pillar content that owns the category conversation
- Alternative and versus pages — [Your product] vs [Competitor] and Best alternatives to [X], the searches your competitors are already ranking for
- Case study SEO — ranked for the use cases your buyers are actually searching
- Solution pages for the specific problems you solve, not just the features you ship
- Technical SEO for sites that grew faster than they got organized — crawl issues, tag sprawl, legacy page bloat
- Integration with demand gen — SEO traffic that hands off cleanly to your funnel
- SaaS-specific playbook — alternative pages, integration pages (one per tool you connect with), pricing page SEO, and free trial funnel that doesn't leak
Who it's for
B2B SaaS (seed through PE-backed), fintech, legal and legal tech, records management, B2B industrials and manufacturing, professional services firms, and agencies that need a senior B2B SEO operator on hard client work.
Not a fit: B2C commodity businesses (see Ecommerce SEO →) or enterprises with full in-house SEO teams.
Experience behind it
20 years of B2B demand gen at SaaS, fintech, legal tech, and records management companies. Ran SEO at Gr4vy fintech (built $2M+ in pipeline from scratch). Agency-side experience at iCore Marketing with $600K/month in managed client spend. I know what a decision committee searches for because I've been on both sides of the table.
Further reading: The B2B SEO Playbook →
Tell me the keyword you should be ranking for and don't → — free read of your site, your competitors, and the SERP.
Frequently asked questions
What is B2B SEO and how is it different from regular SEO?
B2B SEO is search engine optimization built for businesses with long sales cycles and committee-based buying decisions. Unlike B2C SEO, which optimizes for individual-buyer intent and high transaction velocity, B2B SEO has to perform across a 3-9 month research cycle — covering pillar content, alternative and versus pages, case study SEO, and technical foundation. The audience, search volumes, and conversion paths are all different.
How long does it take to see results from B2B SEO?
Most B2B SEO engagements start showing ranking movement in 3-4 months, with measurable pipeline impact in 6-9 months. B2B buyers research for months before they fill out a form, so even strong rankings take time to convert into meetings. Content that ranks today feeds pipeline next quarter. Companies that want results faster should consider paired SEO + SEM engagements.
Do I need a different SEO strategy if I'm a SaaS company?
Yes. SaaS SEO has its own playbook on top of general B2B fundamentals — specifically alternative and versus pages, integration pages, pricing page optimization, free trial funnel, and use case pages. Most SaaS companies miss these and lose high-intent traffic to competitors who don't.
What's the difference between B2B SEO and demand generation?
B2B SEO is one input into a larger demand gen program. SEO brings qualified organic traffic; demand gen covers the full funnel — content, paid media, nurture, scoring, handoff, and attribution. A well-integrated program has SEO feeding demand gen, not running in a silo.
How much does B2B SEO consulting cost?
B2B SEO engagements follow the same structure as all Corriston Consulting work: $5K–$8K for a three-week audit, $15K–$50K for a scoped project, $10K–$18K/month for fractional Head of SEO. B2B SEO timelines are longer than ecommerce — meaningful pipeline impact in 6–9 months — so most productive engagements are longer-term fractional arrangements or scoped projects with clear milestones.