SEO for B2B companies

Last updated 12 October 2026 · By the XKey team

How do business buyers search?

With specific, technical phrases: "stainless steel fabrication Lancashire", "industrial cleaning chemicals supplier UK", "CNC machining small batch", "commercial refrigeration maintenance contract". Searches are lower volume than consumer searches, but each enquiry can be worth far more.

What pages should a B2B website have?

• A page per product range or service, using the words buyers search – including industry terms and standards.
• Application or industry pages: how your products are used in food production, construction, healthcare and so on.
• Specifications and data sheets as web pages, not only PDFs, so search engines can read them.
• Case studies with the problem, your solution, and measurable results.
• Certifications such as ISO 9001, CE or UKCA marking, and industry approvals.
• A clear enquiry route: request a quote, ask an engineer, order samples.

What content attracts business buyers?

Answers to technical questions buyers ask early: how to choose between materials, compliance requirements, lead times, cost factors, maintenance schedules. Written by people who do the work, these show genuine expertise and get found at the research stage. See E-E-A-T.

Does local SEO matter for B2B?

Often, yes. Many buyers prefer a supplier within reach for site visits, delivery and service. Set up a Google Business Profile for each site and mention the regions you serve on your pages.

Which links help B2B firms?

Trade associations, industry directories, distributors and partners, trade press coverage of projects, case studies on clients' sites, and suppliers' "where to buy" pages. Check where competitors get theirs with the backlink checker.

Frequently asked questions

Is SEO worth it for B2B with low search volumes?

Yes. Fewer searches doesn't mean less value: one new contract can be worth more than hundreds of consumer sales, and competition is often lower.

Should we publish prices?

Where you can, price ranges or what affects cost help buyers shortlist you. If every job is quoted, explain how quoting works and how quickly you respond.

Should data sheets be PDFs or web pages?

Both: put the key details on a web page so search engines can read them, and offer the PDF as a download.