More traffic is not much of an achievement if none of it matters to the business.
B2B buyers research problems, compare approaches and investigate suppliers before speaking to sales. That can now include asking an AI assistant to explain the options, assess a technical requirement or suggest companies worth investigating.
Your first introduction may be somebody else’s summary.
I help teams understand how their business is found and understood across conventional and AI-assisted search, what is getting in the way and which work deserves attention.
Is your SEO reaching the right buyers?
Tell me what you sell, who needs to find you and where the current approach is falling short.
25+ years’ experience
Across digital marketing, SEO, in-house roles, agencies and consulting.
Industrial and international experience
My work includes international and UK-based businesses such as ANDRITZ, COBA and CAT Flooring Accessories.
Direct senior support
Advice, implementation support and an experienced external view for your team.
Where B2B SEO consulting helps
The SEO fundamentals remain familiar. The priorities depend on what the business sells and how its customers buy.
Traffic without useful demand
The reports look healthy, but the pages attracting attention have little connection with what you need to sell.
Buyers cannot find the answers
Important product, application or technical information is missing, difficult to find or poorly explained.
AI gives an incomplete picture
Buyers may encounter descriptions or comparisons that miss what your business does well, or get it wrong.
Plans are not being implemented
Your team has recommendations, but priorities, resources or unclear responsibilities keep the work stalled.
The decision starts before the enquiry
An AI-generated explanation can influence how a buyer understands the problem before they know which product or supplier they need.
It may introduce an approach, frame a comparison or summarise your business using information from your website and other sources. That interpretation can be useful, incomplete or simply wrong.
I examine the questions buyers ask, how your offer is described and whether the available evidence supports it. Where a deeper investigation is needed, an AI Search Audit can be scoped separately.
Being mentioned is only part of the question. Being understood correctly matters too.
What I look at
Search demand and buyer questions
How customers describe problems, compare solutions and assess suppliers. Where your website answers those questions and where it misses them.
Technical foundations and structure
Whether important pages can be found, accessed and understood. How products, services, applications and supporting content fit together.
Content, evidence and AI interpretation
Whether your offer is clearly explained and properly supported, and how search and AI systems describe it alongside competitors.
Measurement and commercial relevance
Which signals indicate useful demand, what the reporting obscures and what your team can reasonably conclude from the evidence.
A download is a download. It does not become a qualified lead because somebody configured it as a conversion.
Different markets, different questions
SaaS and technology
Your product category may be obvious to you. It may not be obvious to the person trying to solve a problem.
Search can involve use cases, features, integrations, comparisons and alternatives. Those questions need a convincing connection to the product.
A self-service tool and an enterprise platform also need different journeys: one may depend on a useful trial; the other on security, technical evaluation and internal approval.
Publishing more articles will not compensate for missing answers at those decision points.
Manufacturing and industrial businesses
Buyers may search by application, material, specification or product type. They may need drawings, compatibility information or evidence of suitability.
Product structure and technical information are commercially important. So are the connections between categories, products, applications and supporting guides.
International markets and distributor networks add further complications. Terminology, availability and routes to purchase may differ between countries.
The SEO approach needs to accommodate that reality.
Search data should inform decisions
Search data can expose the gap between how a business describes its offer and how customers understand it. Questions, objections, comparisons and information gaps can inform sales, product and positioning discussions as well as the content plan.
Not every useful insight needs to become a blog post.
That is the thinking behind using search data as market intelligence.
What you will receive
The output depends on the problem. It should help your team decide and act.
A clear assessment
What is limiting useful visibility across conventional and AI-assisted search, and where the uncertainty remains.
A prioritised roadmap
What to change first, why it matters and what can wait, with resources and dependencies accounted for.
Recommendations people can use
Technical requirements, content briefs and page recommendations where needed, with enough detail to support implementation.
Review and implementation support
Senior input as your team puts the work into practice, through the involvement we agree.
How the work happens
1. Understand
Establish what the business needs from search and what has already been tried.
2. Assess
Review demand, performance, the website and how buyers encounter the business.
3. Prioritise
Agree what deserves attention and what the team can realistically deliver.
4. Support
Help implementation move forward and review what changes.
This can be a focused engagement or continuing support. Hands-on work depends on the platform and agreed scope. Your developers, content team or agency may be best placed to deliver it, with me providing recommendations and review.
If you mainly need a decision challenged, SEO sparring may be enough. If the work needs continued coordination, ongoing SEO support may fit better.
Practical questions
Can you work alongside our existing agency?
Yes. An independent assessment does not require replacing a capable agency. I can review recommendations, clarify priorities and support the people doing the work.
What does B2B SEO consulting cost?
It depends on the problem and the involvement required. The services overview gives the published starting points. We agree responsibilities, scope and cost before work begins.
Let’s look at what matters
Tell me what the business needs from search and what is currently getting in the way.
We can establish whether I can help and what a sensible next step would be.