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Do you recognise these SEO challenges?
Some visitors, but not enough good leads
Your website attracts traffic, but sales notices little of it. The visitors are not a good enough match for your offer or commercial goals.
Competitors more visible
Other providers are more likely to be at the top of Google, have stronger content or be found faster during your target audience's orientation.
Knowledge is mainly in your team, not on your website
Your team has a lot of expertise, but that knowledge is not displayed well enough on the website. As a result, potential customers are not sufficiently addressed.
Disappointing collaborations
You have previously worked with agencies that made nice promises but delivered very little. You are now looking for a B2B SEO agency that actually delivers.
For which companies is B2B SEO of interest?
B2B SEO is of interest to companies looking to reach business customers through Google and AI answers. Think of business service providers, SaaS and software companies, technical B2B companies, manufacturers and wholesalers. But hybrid companies also fit within this approach. For example, suppliers that combine e-commerce with consulting, customisation or business sales.
So at SEO agency Onder, we don't just look at the type of business. Above all, we look at the customer journey. Who is looking for your solution? What questions do potential customers ask along the way? And what content do they need to ultimately choose your company?
What is important for B2B SEO?
B2B SEO is not about as many visitors as possible, but about the right visitors. In business markets, the target audience is often smaller, but the value per request is higher. One good lead can be much more valuable than hundreds of visitors with no buying intention.
That's why a B2B SEO journey doesn't just start with keywords. We first look at your market, your target audience, your offering and the way customers make decisions. Who is looking for your solution? What questions are they asking along the way? And what information do they need to ultimately contact you?
Stakeholders and customer journey
In B2B, several people are often involved in a choice. Think management, marketing, sales, operations, finance, HR, IT or procurement. One person searches on a problem, another compares solutions and yet another wants to see proof that your company is reliable.
Your website should support that entire customer journey. That means that a few generic service pages are not enough. You need content that explains, compares, builds trust and helps visitors take the next step.
B2B SEO is therefore a combination of findability, content and persuasion. You want to be found at the right moments and show why your company is the best choice.
Our approach for B2B
B2B SEO requires more than a list of keywords and isolated optimisations. You want to be visible at the moments when business customers search, compare and decide. That's why Onder looks at the entire customer journey: from initial orientation to contact request.
We combine four components that reinforce each other: search intent, technology, content and authority. This is how we build a website that is more findable, better understood and more in tune with your target audience's questions.
- Specialist team per project: we deploy experienced specialists, depending on what the trajectory needs.
- Tailoring to scale and focus: we handle limited growth trajectories for optimal impact.
- Focused on relevant leads: we don't just drive rankings and traffic, but visibility that contributes to better applications.
1. We target relevant search queries
In B2B, the highest search volumes are not always the most interesting. A specific search query with low volumes can be much more valuable if there is a clear business need behind it.
This is why we look not only at volume, but especially at intent. What questions does your target group ask during orientation? What do they search on when comparing solutions? And which searches indicate that someone is ready to get in touch?
This creates a SEO strategy that is not about as many visitors as possible, but about relevant visibility.
2. We make sure your website is logical and findable
A strong B2B website needs a clear structure. Visitors need to quickly understand what you do, who you work for and which solution fits their situation. Search engines and AI systems also need to be able to read that consistency well.
Therefore, we look at the technical basis, site structure, internal links, indexation and measurability. Not as a separate technical project, but as a foundation for better findability and more requests.
3. We make expertise visible with strong content
Many B2B companies have a lot of knowledge in-house, but that knowledge is not yet sharp enough on the website. This leaves opportunities in Google, AI tools and the customer journey.
Onder helps translate that expertise into content that gets found and builds trust. Think service pages, industry pages, knowledge base articles, case studies, comparison pages and frequently asked questions.
Each page is given a clear role: to inform, compare, persuade or convert.
4. We build trust and authority
In B2B, customers don't just pick a provider. They want to see proof that you understand the market and have experience with similar issues.
That's why we also look at authority. That's in strong internal links, cases, expert content, external mentions, Digital PR and link building. Where relevant, we also include AI visibility, so your brand is better recognised in search engines as well as AI responses. This is also referred to as GEO for B2B, which is basically also about good SEO.
What does a B2B SEO pathway deliver?
A B2B SEO track delivers more than higher positions in Google. It also ensures:
- More quality visitors from Google and AI;
- Confidence in your expertise through strong content;
- Better leads via contact forms, offers or demos;
- Greater control of the customer journey from orientation to request;
- A website that not only gets found, but also convinces.
Ultimately, it's about sustainable growth. Not with tricks, but with a strategy that fits your market, your target audience and the way business customers make decisions.
What does a SEO pathway at Onder look like?
A SEO journey at Onder starts with insight. We want to understand where your business wants to go, what customers you want to reach and what role SEO should play in it.
We then translate those insights into a clear strategy and concrete actions. So you don't get a standard package, but a process that suits your goals, market and website.
Introduction and strategic intake
We start with a conversation about your business, target audience and commercial goals. Which customers do you want to reach? Which services or products are important? Where is the most growth potential? And what role does SEO already play within marketing and sales?
This intake helps link SEO to your business goals from the start.
SEO analysis and priorities
Then we analyse your website, competitors, search queries, content and technical base. We look at where opportunities lie and what bottlenecks are holding back growth.
Based on that, we set priorities. That way, you know not only what needs to be done, but also why we start doing it.
Strategy and roadmap
We translate the analysis into a clear roadmap. This sets out which actions we pick up, in what order and to what end.
Depending on your situation, we work on technology, content, authority or conversion improvements. We can take a lot off your hands, but also work together with your own marketers, developers or content specialists.
Reporting and adjustment
During the process, we keep progress clear. We discuss results, new opportunities and actions for the coming period.
We report not only on rankings and traffic, but also on conversions and the quality of requests. This keeps SEO linked to what matters to your business.
Get in touch for a live SEO analysis
For B2B, we offer the Live SEO analysis: a practical session where we analyse your website together. We tell you where you are doing well and where you can do better. What points do our SEO specialists see and how can we help you?
To go into the interview well prepared, we ask you to share the URL of your website in advance. The interview is free and lasts about 1 hour.
Frequently asked questions on B2B SEO
What is B2B SEO?
B2B SEO is search engine optimisation for companies selling products or services to other companies. The focus is on visibility in business search queries and attracting quality leads.
What is the difference between B2B SEO and B2C SEO?
In B2B SEO, the customer journey is often longer, multiple decision-makers are involved and the value per lead is usually higher. Therefore, there is a stronger emphasis on expertise, trust, comparison and substantiation.
How quickly does B2B SEO deliver results?
You often see the first improvements within a few months, but structural growth usually requires a trajectory of at least 6 to 12 months. Especially in competitive B2B markets, authority plays a big role.
Is B2B SEO suitable for companies with low search volumes?
Yes. In B2B, low search volumes are not automatically a problem. One good lead can be worth a lot. That's why you don't just look at volume, but mainly at intent and commercial value.
What content works well for B2B SEO?
Strong B2B content answers concrete questions from the target audience. Think service pages, industry pages, comparisons, case studies, white papers, knowledge base articles and pages around common problems.
Can B2B SEO be combined with AI SEO?
|Yes. Especially in B2B, this makes sense, as decision-makers use AI chatbots to compare solutions and providers. With AI SEO work on better recognition, authority and mentions in AI answers.
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