B2B Services SEO
50 searches a month. But every one of them is a buyer.
B2B search works differently. The volumes are lower, the buying cycles longer, and the searches that lead to revenue aren't the ones with the most traffic. A facilities management company doesn't need to rank for "cleaning tips" - it needs to rank for "office cleaning contractors Manchester". That term might get 50 searches a month. Every one is a real buyer.
I work with B2B service businesses directly, including an active facilities management client. The work is built around the consistent reality of B2B SEO: the closer a term sits to buyer intent, the lower the volume - and the higher the value.
First, stop ranking for things your buyers never search
On my current facilities management engagement, the diagnosis started with the index: the CMS had left default content indexed, so the company ranked for things like yoga classes - pages nobody at the business knew existed. The first phase of B2B SEO is often subtraction. Clean the index, remove the generic pages, and give Google a site that's actually about what the business does. Then build out the 10 to 15 pages that map to what buyers search - not 500 blog posts.
Landing pages in the client's own voice
The hardest problem in B2B services content is that the expertise lives in the founder's head and never survives the trip through a copywriter. My method: I interview the client with a structured question set - how they'd describe the work, the fastest job they've turned around, which clients fit best, what customers say after a job - and they answer in recorded voice notes, on their own time, in their own words. I then turn that raw material into landing pages that read like the person buyers will actually deal with, structured for search underneath.
We've run this end to end with the facilities client: the voice notes became the service pages. The pages carry real stories - an emergency turnaround for a national food retail chain, stepping in where a previous contractor had struggled - instead of the interchangeable copy every competitor runs. That's an E-E-A-T advantage as much as a conversion one: first-hand experience is exactly what Google's quality guidelines are looking for, and it can't be faked by a content mill.
The full buying committee searches
A facilities contract gets evaluated over months by procurement (compliance, accreditations, pricing structure), operations (reliability, response times) and finance (cost benchmarks). Being the most useful result for each of them - awareness, evaluation and decision-stage searches - is what builds pipeline from organic rather than one-off enquiries.
Service areas without thin content
B2B service businesses cover geographies they have no premises in. Location pages that are "we offer cleaning in Birmingham" copy-pasted across 30 towns are thin content waiting to be ignored. Real local pages need real local substance - jobs done there, clients served there, coverage and response times that are true. And even without walk-in customers, an optimised Google Business Profile with real reviews is often the first thing a buyer checks.
The engagements
Carters Facilities Management - an active direct client: index cleanup, SEO and content strategy, and the voice-note landing page build described above. Rinse.com - SEO strategy for the on-demand laundry service. An international art events business - technical SEO and information architecture via CTI Digital.
If your site ranks for things your buyers never search, the fix isn't more content - it's the right fifteen pages, built from what you actually know, in the voice they'll hear when they phone you. B2B SEO is patient work. It's also where organic produces the highest-quality leads a service business can get.