B2B and SaaS SEO
As a B2B SEO agency, we help SaaS and B2B companies in the UK and US turn search into qualified pipeline — with keyword strategy built around buying intent, comparison and use-case pages that convert, and content judged by demos booked rather than pageviews.
What is included
Keywords mapped to buying stages, from problem-aware to vendor comparison.
Honest "vs" and "alternatives" pages for buyers comparing options.
Pages for each use case, industry and integration your product supports.
JavaScript rendering, app and marketing site separation, docs and international set-up.
Read moreExpert content built with your product and customer teams.
Read moreOrganic search tied to sign-ups, demos and revenue in your CRM.
B2B buying is slow, involves several people and is heavily researched. A buyer might search for a problem, read comparison articles, check integrations, look for pricing and only then book a demo — often across several weeks. Traffic volume matters far less than reaching the right companies at the right moments.
That changes the strategy. High-volume, top-of-funnel keywords often bring readers who will never buy. Lower-volume searches such as "[category] software for [industry]", "[competitor] alternatives" or "[tool] integration with [platform]" bring smaller numbers of people who are actively choosing a vendor. B2B SEO services that report only traffic miss the point; we report on sign-ups, demos and pipeline.
We map keywords to the stages of your buying journey and prioritise those closest to a purchase decision. A typical B2B SaaS SEO plan includes:
Your sales calls, support tickets and CRM notes are some of the best keyword sources available, because they show the language customers actually use. We ask for access early.
Buyers comparing tools search for comparisons, and they will read someone’s. It may as well be yours. We write fair, accurate comparisons that acknowledge where competitors are strong and explain where you fit better. Honest comparisons rank and convert better than one-sided attacks, and they avoid legal risk.
Each use case, target industry and major integration deserves a page that explains the problem, how your product handles it and proof that it works. These pages often have modest search volume but very high conversion rates.
Pricing pages are among the most visited pages on any SaaS site. Clear pricing, plan comparisons and FAQs help them rank for "[product] pricing" searches and reduce friction for buyers.
SaaS sites often have particular technical issues: marketing sites built with JavaScript frameworks that do not render reliably for search engines, documentation on separate subdomains, app pages accidentally indexed, and international versions without proper hreflang. We audit these issues and work with your engineering team to fix them, writing tickets in their language. See our technical SEO services for the full scope.
B2B buyers are experts, and generic content does not impress them. We build content with your product managers, engineers and customer success team: detailed guides, original research, templates and frameworks your audience will use. That content also earns links from industry publications, which builds the authority needed to rank for competitive category terms.
We connect organic search to your CRM so you can see which pages and keywords produce sign-ups, demos, opportunities and revenue — not just visits. That often changes priorities, because the pages with the most traffic are rarely the pages that produce the most pipeline. Use our free SEO ROI calculator to estimate what organic pipeline could be worth for your business.
B2B buyers increasingly start research in AI assistants and AI-generated search answers. These tools tend to draw on pages that explain things clearly, compare options fairly and are referenced by other reputable sources. The fundamentals of B2B SEO — clear product and category pages, honest comparisons, original expertise and genuine third-party mentions — are also what make a brand more likely to be cited in AI answers.
We include AI visibility in reporting where it can be measured reliably, such as referral traffic from AI tools and how your brand is described for key category prompts, and we are careful not to claim precision that does not yet exist.
SEO works best in B2B when it is connected to the rest of go-to-market. We work with product marketing on positioning and messaging so SEO pages say the same thing as sales decks, with sales on the objections and questions they hear most, and with customer success on use cases and proof. In return, SEO gives those teams useful data: what prospects search for, which comparisons they make and which pages influence deals.
For larger organisations with many teams and products, our enterprise SEO service adds governance so SEO standards hold across releases.
Many SaaS companies sell in the UK and US from one website. Spelling, terminology, pricing currency and search behaviour differ between the two, and a single set of pages rarely serves both well. Where the opportunity justifies it, we set up market-specific pages or folders with correct hreflang, so UK buyers see pounds and British English while US buyers see dollars and American terms. Our international SEO service covers this in more depth.
Product-led SaaS companies, where users sign up for a free trial or plan before talking to anyone, need SEO pages that move people straight into the product: templates, integrations, use-case pages and free tools that demonstrate value. Sales-led companies, where buyers book a demo and evaluate with a team, need pages that support a longer evaluation: comparison pages, security and compliance information, case studies and pricing guidance. Most companies are a mix, and the keyword strategy should reflect how your buyers actually purchase.
SaaS documentation and help centres often attract more organic traffic than the marketing site, from users and prospects searching how to do specific tasks. With a little structure — clear titles, internal links to relevant product pages and sign-up prompts where appropriate — documentation becomes a strong acquisition channel. Templates, calculators and free tools work the same way, demonstrating your product’s value to people who are not yet ready to buy.
Months one and two: audit, attribution set-up, keyword-to-page map and the most important technical fixes. Months two to four: comparison, alternatives and top use-case pages built and published, with internal linking from existing content. Months four to six: integration and industry pages, thought leadership content and digital PR to build authority for category terms. Reporting throughout focuses on sign-ups, demos and pipeline, with rankings as leading indicators.
Process
We review your site, keyword visibility, CRM attribution and competitors.
You getAn audit focused on revenue-driving opportunities.
Keywords mapped to buying stages and existing or missing pages.
You getKeyword-to-page map with priorities.
Comparison, use-case and integration pages built; technical issues fixed.
You getNew pages and resolved tickets each month.
Organic sign-ups, demos and opportunities tracked in your CRM.
You getMonthly pipeline report.
Comparison
| SEO Agency Leeds | Typical agency | |
|---|---|---|
| Primary metric | Demos, sign-ups and pipeline | Traffic and rankings |
| Keyword focus | Buying-intent terms first | Highest-volume terms |
| Content | Built with your product and customer teams | Generic articles |
| Technical | JavaScript, docs and app separation handled | Standard checklist |
| Contract | Three-month initial term, then rolling monthly on 30 days’ notice | 12-month retainer |
Packages
B2B and SaaS SEO programmes usually start on the Growth plan. Companies with several products, markets or a large documentation site usually need Scale. All prices are monthly, in GBP and exclude VAT. See full SEO pricing and what each package includes.
from £750/month
For local businesses and focused, early-stage SEO
Choose Starterfrom £1,500/month
For businesses building a dependable organic channel
Choose Growthfrom £3,000/month
For complex websites, ecommerce and multi-location brands
Choose ScaleWe will publish B2B and SaaS case studies on our case studies page once we have client-approved pipeline data. Until then, we will show you our attribution set-up and planning documents during your free review.
A B2B SEO agency helps business-to-business companies attract and convert buyers through search. The focus is on buying-intent keywords, pages that support long sales cycles, and measuring results by pipeline rather than traffic.
Most B2B and SaaS SEO programmes start on our Growth plan from £1,500 per month. Larger companies with several products or markets usually need the Scale plan from £3,000 per month. Prices exclude VAT.
Yes. We work with SaaS and B2B companies in the UK and US remotely, with async updates and calls scheduled across time zones.
Comparison and use-case pages can bring qualified sign-ups within a few months. Ranking for competitive category terms usually takes six to twelve months, depending on your authority.
Yes, as long as they are fair and accurate. Buyers search for comparisons, and an honest page on your site gives you a chance to explain where you fit.
Yes. We work with HubSpot, Salesforce and other CRMs to attribute sign-ups, demos and revenue to organic search.
Yes. Our enterprise SEO service covers large sites, multiple teams and complex governance, and pairs well with B2B SEO for larger software companies.
Sign-ups, demo requests, sales-qualified opportunities and revenue from organic search. Rankings and traffic are useful leading indicators, but they only matter if they lead to pipeline.
Yes, with input from your engineers. Developer-focused content needs accuracy above all, so we draft from interviews and documentation and have your team review every piece.
Rarely completely, but it can reduce dependence on it. Organic pages keep producing sign-ups and demos without a cost per click, which lowers blended acquisition costs as the channel matures.
Free SEO audit
Request a free SEO audit and we will come back with the largest constraint on your organic growth and the first practical fix. No sales sequence.
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