SaaS & B2B technology
In B2B, search is where the evaluation happens, long before anyone fills in a form.
Your buyer has already read four comparison pages. The question is whether any of them were yours.
B2B buying happens mostly in private. By the time a prospect speaks to sales they have read reviews, compared alternatives, and formed an opinion about whether you are credible.
That research is almost entirely search-driven, and most of it happens on pages you do not control: review aggregators, competitor comparison pages, and forum threads from three years ago.
The recurring problems.
Not universal, but common enough that they are the first things worth checking.
- 01
Product pages that only make sense if you already know the product
Internal language, feature names and positioning that assumes context the searcher doesn't have yet.
- 02
Comparison and alternatives demand left to competitors
The highest-intent searches in B2B are comparative. Ceding them means competitors write your evaluation for you.
- 03
Attribution that can't survive a finance conversation
Long cycles and multiple touchpoints make organic look weaker than it is unless measurement is set up deliberately.
- 04
Rendering and gated content
App-shell marketing sites and aggressively gated resources routinely prevent the best content from ever being indexed.
What tends to matter most here.
- Category and problem-level demand, not just product terms
- Comparison, alternatives and integration pages built honestly
- Content sourced from sales calls and solutions engineers
- Organic pipeline reporting that finance will accept
The work that usually leads.
Let’s build something worth finding.
Tell me where search stands for the business. I will say which part of the work matters first, and what it would take.
Replies usually go out within one working day.